preparation for lesson 1

7/27/2019 Preparation for Lesson 1

http://slidepdf.com/reader/full/preparation-for-lesson-1 1/7

How would you like to be eveluated?20% for mid-term exam

20% contribute to the class in smart and intelligent manner.

40% final exam

Case study: individual 20%. 20 mins presentations.

Descriptive, analytical

Decision, draw conclusion, or sugesstion

Can have some lead questions to analyze the case study.

Session 1Marketing terms

A priori: it’s the most common form of segmentation used by marketers. It involves segmenting the

markets on the basis of assumptions, customs or hunches.

Examples:

A posterio: conclusion or judment based on induction. It begins with observed facts and phenonmenon,

and infers their underlying causes.

Adaptive scripting: is a tailored list of questions. The respondent’s response dictates which question to

ask next.

A/B testing: a method of testing for an advertsing campaign that involves two different versions of a

web page to see which is more effective

Ad Recall: This measures a respondent’s recollection or recall of an advertisement. The respondent’s

answers provide insight to the most memorable attribute of the advertisement. Generally, ad recall is

requested immediately after the respondent views the advertisement. Recall is lessened over time.

Summary of the book

Summary of the book “differentiate or die”

http://www.amazon.co.uk/Differentiate-Die-Survival-Killer-Competition/dp/0471028924

Questions

1. Top 5 marketing research companies in the world:

1.Nielsen – America:

* Consumers’ information. Take 5000 samples of consumer.

* Nielsen panel






2.Kantar Group – based in England

3.Ipsos - France

4.GfK – Germany

5.Symphony IRI - America

In Vietnam: Truong Doan Marketing group (1993), FTA Research & Consultant (2002)

Session 2:

Quick Revise

Job of MBA is to take decisions and need information.

Determining when to conduct marketing research

Time constraints

Availability of data

Nature of the decision: strategic or tatical importance

Benefits vs. cost: time, money.

o Benefits: take decisions based on information

o

STP: Marketing Strategy

4Ps: implement the marketing strategy.

Type I, 2 error: go error, commission error.

Marketing research suppliers & services. Try to find out some examples.

HIT Map

MBA plus: get to know must-be book in marketing



Session 2

Revised questions

The book of the week: Why we buy – Paco Underhill. Talk 3 mins. about this book

MR is the systematic and objective process of generating information for aid in making marketing

decisions.

“Generating” information includes tasks suc as identify, collect, ananlyse, disseminate

MR is the function that link the consumer, the customer, and public to the marketer through

INFORMATION.

Two ways of classifying MR: To indentify the problem, prolem solving research. Classify and applied

research.

------------------

Qualitative Research vs. Quantitative research

Homework:

Customer profiling:

+ Typography

PoS Research (Point of Sale Research): Products, small items near checkout counter impulse

purchase behavior, payment mechanism,

ROBO effect (Research Online Buy Offline): customers are researching online before buy offline. (Opp.

showrooming)

Balanced scale: A type of rating scale in which give the respondents an equal number of positve and

negative choices

Nielsen Retail Index: A store audit-based service to measure retail sales of food, household supplies,

beauty aids, and related products sold through supermarkets and major retailers.

Price sensitivity analysis: determines a range of acceptable prices and an optimal price point based on

an analysis of price/value ratings obtained from consumers (j.n.d = just noticable difference).

Marketing Research problems: Which information do you need to collect?

The decision problem faced by management must be translated into a market research problem

in the form of questions that define the information that is required to make the decision and

how this information can be obtained. Thus, the decision problem is translated into a research

problem. For example, a decision problem may be whether to launch a new product. The

corresponding research problem might be to assess whether the market would accept the new

product.

The objective of the research should be defined clearly. To ensure that the true decision



problem is addressed, it is useful for the researcher to outline possible scenarios of the research

results and then for the decision maker to formulate plans of action under each scenario. The

use of such scenarios can ensure that the purpose of the research is agreed upon before it

commences.b

Monday 7/10/2013

Trash bag company in Thailand: Local companies

Young and Rubican company

Weekly book: Brand Sense – LindTrom

Brand sensory: Sight, Sound , Smell, Taste, Touch, Listening.

Advertisement: have perfurm in the corner of brocher.

In india: biscuit with tea. Bus stop: biscuit smell with milk

Remarketing strategies for online shopping.

Management’s problematic decision world.

Management decisions: A beverage should we launch the new products.

Marketing research problems: Is this product accepted by customers. Market size, customer

preferences, design, brand recognition, pricing strategy.

Session 3: Overview of research design

The way we carry out the research.

A classification of market research designs

Exploratory vs. Confirmatory research:

Malaysia: good at sugar cane, texttile, sun on the beach.

Pilot studies: alpha testing, Beta testing (unsupervisor, more real life testing).

Confirmatory research:

Descriptive desgin (): Examples: Big Sales of Thailand is in the mid-year, Songkran festival.Should we offer a 20THB less or coupon redemtion or buy one get one? Which one will work

well? ANNOVA, POST-HOC ANNOVA

Causal design (experiment): Music in supermarket – does the fast music affect consumer

behavior.



Exploratory research technquies:

Case study designs:

- Studying a case in its totality

- Studying units or processes or projects within a single case (embedded)

Single- embedded: most of the MBA cases lied in this area.

Single-holistic approach

Confirmatory research techniques:

Types of Conclusive research: descriptive vs. causal research.

Common characteristics of descriptive studies

Luxury (sun glasses, watches, ): used in public

HOMEWORK

A questionaire design: one page questionaire individually.

Desgin a particular research problem for which you collect data through survey.

Look at the scenarios:

10 research questions.

This week: find the topics.

14/10/2013

Back checking: A quality control process by which the eligibility of market research participants is

checked after they have taken part in a study, usually by re-contacting a proportion of them

Back room: offers specialist marketing support and training, as well as assistance with all elements of

design and promotion on a personal and affordable leve

Benchmark:

Best light phenomenon

Blind test

Cohort analysis

Cross elasticity



Delphi approach.

Brand Sense – LindTrom

Text book: Marketing Research: A practical approach – Bonita Kolb

Weekly book: Moment of Truth – New strategies for today’s customer driven economy

Next week: Email Dr.

1. What do you think the issue relating to marketing research in the case?

2. Assume you are a teacher. What questions will you raise based on the case?

Case analysis rate (20 marks) – session 9 and 10:

Email diagnosis

Presentation – content

How do you responde the questions? Q&A after the presentation session.

Mid-term exam in early November

Questionaire Desgin: Send it before the 2nd week of November

“it is not every question that deserve an answer” – Publius Syrus

1. Major decisions in Questionaire Design

2. Phrasing Questions

Open-ended questions:

Fixed-alternative questions:

3. Types of questions

Structured:

Unstructrued:

4. Questionaire design check list

Step 1: information needed

Step 2: interviewing method

Step 3: Individual Questions

o No need the name

o 16 questions to measure the service quality Step 4: Inability/Unwillingness to Answer

Overcoming the inability to answer: Can the respont Articulate?

Increasing the willingness of the respondents

Step 5: Question Structure

Step 6: Question wording



Step 7: Question Order

Step 8: Form & Layout

Step 9: Questionaire Reproduction

Step 10: Pretesting

Brand Personality???????

preparation for lesson 1

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