Transcript Market Research

Market Research: Course 1
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Market Research, What for ?
Marketing Research major applications
Marketing main methods
Market Research management
© Jacques Nantel et HEC Montréal Hiver 2005
Marketing Research major
applications
• Benchmarking (static et dynamic)
– Market shares
– SWAT analyses
• Market potential
– Attitudes
– Perceptions
– Preferences
– Intentions
• Market test and experimentations
© Jacques Nantel et HEC Montréal Hiver 2005
Inside the Marketing Information System
Need for
information
evaluation
Marketing
Mangement
Process
Internal Report
System
Marketing
Intelligence
Marketing
Decision
Support System
Marketing
Research
Analysis
Planning
Implementing
Control
Information
dissemination
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The most delicate phase: Problem
definition
• Problem Definition
• Stating the objectives
• Decision Rules (Statistical and
managerial)
• Methodologies
• Diffusing the process and the results
© Jacques Nantel et HEC Montréal Hiver 2005
Milestones in defining the problem
Asses the background of
the company, product,
market
Specify actions that may
alleviate the problem
Understand the decision
maker’s circumstances,
objectives, and resources
Speculate on anticipated
consequences of these
actions
Clarify the symptoms of
the problem
Identify the manager’s
assumptions about the
consequences
Pinpoint suspected
causes of the problem
Assess the adequacy of
information on hand
Milestones in defining the problem
The first two blocks of the scheme are a kind of “tell me about you and the world
you live in” approach.
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Here’s the moment to find out:
what is about the business the manager is running: mission, identity, history,
important moments..
the market: dimensions, client’s typology, consumer behaviour, product’s positioning..
the marketing mix;
the competitors: strengths, weaknesses..
other important public categories;
the environment: opportunities, threats..
the plan in course, the dead-lines, the resources involved..
The result is an image of the scene and of the place the main actors occupy in it.
Milestones in defining the problem
The third block states that there is “trouble in paradise”, or at least some concern. It’s
a “tell me what’s wrong” approach. Here we find out about symptoms.
Symptom means change in the level of some key monitor that measures the
achievement of an objective.
Symptom may be also a perceived change in the behaviour of some market factor
that suggests adverse consequences or, perhaps, implies an emerging opportunity.
whwre your company
wants to be
Problem gap
where company is
Opportunity gap
where company could be
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The language we use..
Primary data refers to information that is developed or gathered by the
researcher specifically for the research project at hand.
Secondary data has previously been gathered by someone other than the
Researcher and/or for some other purpose than the research project at hand.
Internal data refers to data that has been collected within the firm.
External data is obtained from outside the firm.
The sources we have
PRIMARY
• Employees.
• internal database
• different types of documents
and reports.
• Market;
• External public categories;
• Competitors.
• Published materials;
• Syndicated materials;
• External database
INTERNAL
EXTERNAL
SECONDARY
Analysis
BASIC DIFFERENCES OF..
Primary Data
Secondary Data
Collection purpose
For the problem at hand
For other problems
Collection process
Very involved
Rapid and easy
Collection cost
High
Relatively low
Collection time
Long
Short
For being obtained rapid and easy, for involving low costs, for the simple
reason that exists, secondary data are analysed and secondary data sources
industry is growing.
Three major forms of research
• Exploratory
• Descriptive
• Causal
© Jacques Nantel et HEC Montréal Hiver 2005
Secondary data
• Data mining
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Internal
Statistic Canada
Household expenses
Census
PMB
Compusearch/Genération 5
CRIQ
Dunn and Bradstreet
• Periodical indexes
– Eureka (Cedrom-sni)
– CBCA
– Proquest
© Jacques Nantel et HEC Montréal Hiver 2005