Karthik JeganathanPGDAM 2010-2011

DefinitionUses of Marketing Research

Examples of UsesMarketing Research IndustryMarketing Research Brief

FormatMarketing Research Process

Problem definitionResearch approach & designData collection & SamplingData processingAnalysis

Pitfalls

The collection, analysis and communication of information undertaken to assist decision making in marketing (Wilson)

The application of scientific research methods to obtain objective information on people’s attitudes and behaviour based usually on representative samples of the relevant populations (MRS)

Supplying information needs of marketing process

To understand wider environment

To understand customer needs

To develop and test marketing strategies

To evaluate marketing programmes (for instance pricing)

To measure student satisfaction at UniversityTo understand the DMU (decision making unit) in the family holiday market To describe men’s attitudes toward hair care productsTo determine if there is a relationship between lifestyle characteristics and buying organic foodUnderstand how to sell more photocopiers

Research suppliers and research buyers (clients)full service agencyspecialist agencyindependent consultant

In house researchers commissioning external research advising on use of research

The key to marketing research is communication between the market researchers and the marketing decision makers (clients). This communication is usually in the form of a research brief.

The research brief is a written document to clarify the research problem and other information to help communication between the client and researcher

TitleDefinition of the problemBackground to problem (inc. some secondary research)Why research is necessaryResearch objectivesSuggested approach (Research Design) Target population and Sampling planAnalysis requiredOutputsTimings and Budget

Problem definition Research approach & design Data collection Data processing Analysis

Problem definition involves stating the general problem (usually a marketing problem) and identifying the specific components of the problem (information required to address the marketing problem)

A car dealership has found that although the number of inquiriesand visitors to the showroom have remained the same to previous year, sales and market share have fallen dramatically. This is the general marketing problem.

External factors may be affecting this e.g. rise in number of cars being imported.The dealership wants to understand what is happening among the car buying public so it can take some action to at least halt the sales decline e.g. What specific information do consumers seek when buying a car?, How do other dealerships compare? These are the specific components of the problem

Research ApproachResearch Approach

Longitudinal ResearchLongitudinal Research

Causal ResearchCausal ResearchDescriptive ResearchDescriptive Research

Cross-sectional ResearchCross-sectional Research

Conclusive Research ApproachConclusive Research ApproachExploratory Research Approach

Exploratory Research Approach

Primary Data Collection: collected for the specific purpose of addressing the marketing research problem

Quantitative DataQualitative DataMixed Method (Quantitative & Qualitative)

Secondary Data Collection: data that has already been collected for other purposes

Topic Quantitative Research Qualitative Research

Research enquiry  Exploratory, descriptive and causal Exploratory and descriptive 

Nature of questions and responses

Who, what, when where, why how many?Relatively superficial and rational responses. Measurement, testing and validation

What, where when, why?Below the surface and emotional responses Understanding, exploration and idea generation

Sample Size Relatively large Relatively small

Data collection Not very flexibleInterviews and observationStandardisedMore closed questions

FlexibleInterviews and observationLess standardisedMore open ended questions

Data Numbers, percentages, meansLess detail or depthNomothetic descriptionContext poorHigh reliability, low validityStatististical inference possible

Words, picturesDetailed and in-depthIdeographic descriptionContext richHigh validity, low reliabilityStatistical inference not possible 

Cost Relatively low cost per respondent but relatively high project cost

Relatively high cost per respondent but relatively low project cost

Decisions relation to data processing should NOT take place after data has been collected

Data processing includes: Data checking, Cleaning, Editing, Coding and Transcribing

The purpose of data analysis is to produce information that will help address the problem

This will be determined by the earlier stages of the research design, the characteristics of the date, properties of statistical techniques and the background of the researcher.

Example:

Tobacco Consumption: EU Research StudyMRI Scans