Transcript Chapter One - Marketing-Research-Obal

Chapter 1
Introduction and Early
Phases of Marketing
Research
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Chapter Outline
1) Overview
2) Definition of Marketing Research
3) A Classification of Marketing Research
4) Marketing Research Process
5) Careers in Marketing Research
6) The Department Store Project
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Redefining Marketing Research
The American Marketing Association (AMA)
redefined Marketing Research as:
The function that links the consumer, the
customer, and public to the marketer
through INFORMATION
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Definition of Marketing Research
A more thorough definition for this course:
Marketing research is the systematic and objective
 identification
 collection
 analysis
 dissemination
 and use of information
For the purpose of improving decision making related to the
 identification and
 solution of problems and opportunities in marketing
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Classification of Marketing Research
Problem-Identification Research
Research undertaken to help identify problems which are
not necessarily apparent on the surface and yet exist or are
likely to arise in the future.
• Example: conduct research on emerging trends in the market.
Problem-Solving Research
Research undertaken to help solve specific marketing
problems.
• Example: conducting research on your pricing strategy.
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A Classification of Marketing Research
Marketing Research
Problem-Solving
Research
Problem
Identification Research
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Market Potential Research
Market Share Research
Market Characteristics Research
Sales Analysis Research
Forecasting Research
Business Trends Research
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Segmentation Research
Product Research
Pricing Research
Promotion Research
Distribution Research
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Problem-Solving Research
SEGMENTATION RESEARCH
1. Determine the basis of
customer segmentation
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Through demographics, media
preferences, product preferences,
etc.
2. Establish market potential and
responsiveness for various
segments
3. Select target markets
•
E.g. high-end, tech-savvy, suburban
customers aged 35-55.
PRODUCT RESEARCH
1. Test product concept
2. Determine optimal product design
3. Package tests
4. Product modification
5. Brand positioning and
repositioning
6. Test marketing
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Test marketing
• How does test marketing work?
http://www.cbsnews.com/news/columbus-ohiotest-market-of-the-usa/
• What does test marketing aim to accomplish?
• Why Columbus, OH?
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Problem-Solving Research
PROMOTIONAL RESEARCH
0.00%
APR
 Choosing the optimal promotional
budget
 Choosing the optimal promotional
mix
 Media decisions
 Creative advertising testing
PRICING RESEARCH
 Evaluation of advertising
effectiveness
 Pricing policies
 Branding through pricing
 Product line pricing
$ALE
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Problem-Solving Research
DISTRIBUTION RESEARCH
Determine the…
 Proper types of distribution
 Intensity of wholesale & resale coverage
 Channel margins
 Ideal location(s) of retail and wholesale
outlets
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Marketing Research Process
Step 1: Defining the Problem (Chapter 2)
Step 2: Developing an Approach to the Problem (Chapter 2)
Step 3: Formulating a Research Design (Chapter 3-12)
(Data desired, measurement decision, survey design, sampling decisions)
Step 4: Doing Field Work or Collecting Data (Chapter 13)
Step 5: Preparing and Analyzing Data (Chapters 14-21)
Step 6: Preparing and Presenting the Report (Chapter 23)
Who needs to know this process?
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Selected Marketing Research Career Descriptions
Research Director
Vice President of Marketing
Research
• Part of top management team
• Directs company’s market research
operation
• Sets goals & objectives
• Part of senior
management
• Heads the
development and
execution of all
research projects
Assistant Director of Research
Professor/ Post-doc
• Conducts research for academic
publication
• Consults outside organizations on
special projects
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• Supervises research staff members
Senior Project Manager
• Responsible for design,
implementation, & research projects
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Selected Marketing Research Career Descriptions
Senior Analyst
Participates in:
• Development and execution of projects
• Coordinates the efforts of analyst, junior analyst, & other personnel during
research design and data collection
• Prepares final report
Analyst
• Handles details in execution of
project
• Designs & pretests questionnaires
• Conducts preliminary analysis of data
Statistician/Data Processing
Junior Analyst
Fieldwork Director
• Secondary data analysis
• Edits and codes questionnaires
• Conducts preliminary analysis of data
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• Oversees experimental design, data
processing, and analysis
•Handles selection, training,
supervision, and evaluation of
interviewers and field workers
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Careers in Marketing Research
• Career opportunities are available with marketing research
firms
• e.g., AC Nielsen, Burke.
• Careers in business and non-business firms with in-house
marketing research departments
• e.g., Procter & Gamble, Coca-Cola, the Federal Trade
Commission, United States Census Bureau
• Advertising agencies
• e.g., BBDO International, Ogilvy & Mather, J. Walter
Thompson
• Universities
• e.g., UMass, UNH, Northeastern, BU, Harvard, etc.
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Top 10 U.S. Marketing Research Firms
Full list at:
https://www.ama.org/Documents/Honomichl50Report_June2013.pdf
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Top Local Marketing Research Firms
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The Department Store Project (a real example)
Dr. Malhotra (from Georgia Tech and the author of
our book) gathered the following information on
department stores:
1.Frequency with which household members
shopped at ten different department stores.
2.Preference ratings for each store.
3.Rankings of the ten stores (from most preferred
to least preferred).
4.Standard demographic characteristics (age,
education, etc.).
How can Sears use this information?
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Thank You!
Questions?
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