MARKETING RESEARCHFACULTY OF ENGINEERING MANAGEMENT

Joanna Majchrzak

Department of Marketing and Economic Engineering

Mail: joanna.majchrzak@put.poznan.pl

Meetings: Monday 9:45 – 11:15

Friday 11:15 – 12:45

Room 316, Strzelecka Street

Marketing Research 1

Literature• Więcek–Janka E. (2015), The Essentials of Marketing Research, Poznan

University of Technology Publishing House. • Malhotra N.K., Birks D.F., (2006), Marketing Research. An Applied

Approach, Pearson Education Limited.• Churchill G.A., Brown T.J., Suter T.A. (2013), Basic Marketing Research

(paperback), Cengage South-Western, Boston.• Malhotra N.K., Balbaki I.B., Bechwati N.N. (2013), Marketing Research. An

Applied Orientation, Pearson, London.• Warren T.D. (1983), Survey of Marketing Research, Chicago: American

Marketing Association.

Marketing Research 2

LiteratureGoogle Scholar: http://scholar.google.pl/

Science Direct: http://www.sciencedirect.com/

Scopus: http://www.scopus.com

Emerald: http://www.emeraldinsight.com/

Sage journals: http://online.sagepub.com/

JSTOR: http://www.jstor.org/

Marketing Research 3

Schedule1. Self-observation

2. Scientific papers analysis → 3. Presentation of results

4. Statistical publications analysis → 5. Presentation of results

6. Publications and reports of organizations analysis → 7. Presentation of results

8. Direct research – personal interview → 9. Presentation of results

10. Direct research – questionnaries part I

11. Direct research - questionnaries part II → 12. Presentation of results

13. Observation - mystery shopper → 14. Presentation of results

15. Heuristic methods

Marketing Research 4

Sources of information

Marketing Research 5

Sources of information

Primary research Secondary research

Direct research(questionnaries, personal interview)

Observation Statistical publications

Publications and reports of organizations

Scientific papers

2 Introduction3 Presentation 4 Introduction

5 Presentation 6 Introduction7 Presentation

Personal interview8 Introduction9 Presentation

Questionnaries10 Introduction11 Consultation12 Presentation

13 Introduction15 Presentation

Self - observations

1 Introduction3 Presentation

Heuristic15 Introduction

Team work during the classes

Presentation of the results

Marketing Research6

www.canva.com

www.piktochart.com

INFOGRAPHICEXCEL

1, 2, …., 7 exercise

1.1. worksheetResearch method

1.2. worksheetData

1.3. worksheetData analysis

1.4. worksheetMain results

1.5. worksheetConslusion

PRESENTATION DURING THE CLASSES

5-10 MINUTES

USB flash drive

Introduction

Marketing Research 7

MARKETING• Principles of marketing• Marketing management• Marketing promotion• Principles of retailing• Advertising copy• Marketing research and information systems• Consumer behaviour• International marketing• Services marketing• New product management

Marketing is the interdisciplinary science.

Problem Solving Research

Marketing Research 9

Attitudes of channel membersIntensity of wholesale and retail coverageChannel marginsRetail and wholesale locations

Segmentation research Determine basis of segmentationEstablish market potential and responsiveness for various segmentsSelect target markets and create lifestyle profiles: demography, media, and product image characteristics

Product research

Test conceptDetermine optimal product designPackage testsProduct modificationBrand positioning and repositioningTest marketing

Pricing research

Importance of price in brand selectionPricing policiesProduct line pricingPrice elasticity of demandInitiating and responding to price changes

Promotions research

Optimal promotional budgetOptimal promotion mixCopy decisionsCreative advertising testingEvaluation of advertising effectiveness

Distribution research

Malhotra N.K., Birks D.F., Marketing Research. An Applied Approach, Pearson Education Limited 2006

Select the industrial company• https://www.gpw.pl/en-home

Marketing Research 10

(1) Self-Observation

Marketing Research 11

Self-observation• Self-observation is a form of observation carried out by a researcher

himself/herself.

• This form of observation requires a researcher to be patient inconducting research, which often takes many years (cf. Ebbinghaus, Flaming), and approach observation results in an objective way.

Marketing Research 12Source: Więcek–Janka E. (2015), The Essentials of Marketing Research, Poznan University of Technology Publishing House

Self-observation• Self-observation of physiological changes during the introduction of

regularly repeated physical exercise (30 minutes per day).

• Research aim: observation of the influence of regularly taken physical exercise on the physiological reactions of organism (pressure, pulse), bearing in mind external factors.

• Process: Research consists in carrying out physiological measurements. Measurements should be made systematically every day prior to beginning physical exercise, which should include three rounds. The research was also affected by weather factors, mood, length of sleep.

Marketing Research 13Source: Więcek–Janka E. (2015), The Essentials of Marketing Research, Poznan University of Technology Publishing House

Self-observation• Hypothses:

Regularly taken physical exercise regularly reduces blood pressure hikes.

Bad weather conditions are possitevely corelated with the physiological aspects oforganism.

• Assumptions:

• Exercise and the measurement of external factors take place every day at thesame time (+/--‐- 1 hour)

• Measurements relate to one kind of exercise

• Exercise is not a sport which is regularly practised by a person under examination

• 30 minutes before taking the first measurement a person under examination must not consume any substances (coffee, strong tea, cigarettes, etc.) or medicines which may increase the value of blood pressure

• Each measurement is made on the wrist of the right hand

Marketing Research 14Source: Więcek–Janka E. (2015), The Essentials of Marketing Research, Poznan University of Technology Publishing House

Self-observation• Pearson correlation coefficient (Pearson’s r)

Marketing Research 15

1 2 3 … 10

Independent variable X

Dependent variable Y