Transcript Introduction to Marketing Research

Introduction to
Marketing Research
Bambang Wiharto
4/6/2016
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Definition of Marketing Research
Marketing research is the systematic and
objective identification, collection, analysis,
dissemination, and use of information for the
purpose of improving decision making related to
identification and solution of problems (and
opportunities) in marketing.
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Marketing Research Is
Systematic
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Marketing research is systematic, which mean that
systematic planning is required at all stages of the
marketing research process.
Marketing research uses scientific method, in that
data collected and analyzed to test prior
hypotheses.
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Marketing Research Is Objective
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It attempts to provide accurate information that
reflects a true state of affairs.
It should be conducted objectively.
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Marketing Research Phase
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Marketing research involves the identification,
collection, analysis, dissemination, and use of
information.
Each phase of this process is important.
We identify or define the marketing research
problem or opportunity and then determine what
the information is needed to investigate it.
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Classification of Marketing
Research
Marketing Research
Problem Identification
Research
Problem - Solving
Research
• Market Potential Research
• Market Share Research
• Image 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 Identification
Research
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Problem identification research is undertaken to
help identify problems that are not apparent on
the surface and yet exist or are likely to arise in
the future.
Research of this type provides information about
the marketing environments and helps diagnose
a problem.
For example, a declining market potential
indicate that the firms is likely to have a problem
achieving its growth targets.
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Problem Solving Research
Segmentation Research
 Determine basis of
segmentation
 Select target markets
and create lifestyle
profiles demography,
media and product
image characteristics
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Product Research
 Test concept
 Determine optimal
product design
 Package test
 Product modification
 Brand positioning and
repositioning
 Test marketing
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Marketing Research Process
1.
2.
3.
4.
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6.
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Problem Definition
Development of an Approach to The Problem
Research Design Formulation
Field Work or Data Collection
Data Preparation and Analysis, and
Report Preparation and Presentation
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Step 1: Problem Definition
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In defining the problem, the researcher should take
into account the purpose of the study, the relevant
background information, what information is needed,
and how it will be used in decision making.
Problem definition involves:
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discussion with the decision makers,
interviews with industry experts,
analysis of secondary data, and, perhaps,
some qualitative research, such as focus groups.
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Step 2: Development of an
approach to the problem
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Development of an approach to the problem
includes:
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formulating an objective or theoretical framework,
analytical models,
research questions,
hypotheses, and
identifying characteristics or factors that can influence the
research design.
This process is guided by discussions with
management and industry experts, case studies
and simulations, analysis of secondary data,
qualitative research, and pragmatic considerations.
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Step 3: Research Design
Formulation
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A research design is a framework or blueprint for
conducting the marketing research project.
It details the procedures necessary for obtaining the
required information, and its purpose is:
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to design a study that will test the hypotheses of
interest,
determine the possible answers to the research
questions, and
provide the information needed for decision making.
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Step 3: Research Design
Formulation (Cont)
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Conducting exploratory research, precisely defining
the variables, and designing appropriate scales to
measure them are also part of a research design.
The issue of how data should be obtained from the
respondents must be addressed.
It is also necessary to design questionnaire and a
sampling plan to select respondents for the study.
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Step 4: Field Work or Data
Collection
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Data collection involves:
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a field force or staff that operates either in the field, as in
the case of personal interviewing (in-home, mall intercept,
or computer-assisted personal interviewing),
from an office by telephone (telephone or computer
assisted telephone interviewing),
through mail or electronically.
Proper selection, training, supervision, and
evaluating the field force helps minimize data
collection errors.
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Step 5: Data Preparation and
Analysis
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Data preparation includes the editing, coding,
transcription, and verification of data.
Each questionnaire or observation form is
inspected, or edited, and if necessary, corrected.
Number or letter codes are assigned to represent
each response to each question in the
questionnaire.
The data from questionnaire are transcribed or
inputted directly into the computer.
The data are analyzed to derive information
related to the components of the marketing
research problem and, thus provide input into the
management decision problem.
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Step 6: Report Preparation and
Presentation
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The entire project should be documented in a
written report which addresses the specific
research questions identified, describes the
approach, the research design, data collection,
and data analysis procedures adopted, and
presents the results and the major findings.
The findings should be presented in a
comprehensible format so that they can be
readily used in the decision making process.
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The Nature of Marketing
Research
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The task of marketing research is to assess the
information needs and provide management with
relevant, accurate, reliable, valid and current
information.
Today’s competitive marketing environment and the
ever increasing costs attributed to poor decision
making require marketing research to provide
sound information.
Sound decisions are not based on gut feeling,
intuition, or even pure judgment.
In the absence of sound information, an incorrect
management decision may result.
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The Role of
Marketing
Research
Customer Groups
(Consumers, employees,
Shareholders, suppliers)
Controllable
Marketing
Variables
• Product
• Pricing
• Promotion
• Distribution
Marketing
Research
Assessing
Information
Needs
Providing
Information
Marketing
Decision
Making
Uncontrollable
Environmental
Factors
• Economy
• Technology
• Competition
• Laws and
Regulation
• Social and Cultural
Factors
• Political Factors
Marketing Managers
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• Market Segmentation
• Target market selection
• Marketing Programs
• Performance andChapter
Controls
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Marketing Research Suppliers
and Services
Research Suppliers
External
Internal
Limited Service
Full Service
Syndicated
Services
Standardized
Services
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Analytical
Branded
Field
Services
Product and
Services
Services
Internet
Coding and
Data
Services
Data Entry
Analysis
Services
Services
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Customized
Services
Selecting a Research Supplier
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When deciding on criteria for selecting an outside
supplier, a firm should ask itself why it is seeking
outside marketing research support.
When developing criteria for selecting an outside
supplier, a firm should keep some basics in mind.
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What is the reputation of the supplier?
Do they complete projects on schedule?
Are they known for maintaining ethical standards?
Are they flexible?
Are their research projects of high quality?
What kind and how much experience does the supplier have?
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What is Marketing Information
System (MIS)?
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MIS – A formalized set of procedure for generating,
analyzing, storing and distribution pertinent
information to marketing decision makers on an
ongoing basis.
The design of an MIS focuses on each decision
maker’s responsibilities, style and information
needs.
The information provided by MIS is rigidly
structured and can not be easily manipulated.
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What is Marketing Decision
Support System (DSS)?
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Developed to overcome the limitation of MIS,
decision support systems (DSS) enables decision
makers to interact directly with both database and
analysis models.
DSS – is an integral system including hardware,
and a communication network, data base, model
base, software base, and the DSS users that
collects and interprets information for decision
making.
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MIS versus DSS
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MIS
Structured Problems
Use of Reports
Rigid Structure
Information Displaying
Restricted
Can Improve Decision
Making by Clarifying
Raw Data
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DSS
Unstructured Problems
Use of Models
User-Friendly Interaction
Adaptability
Can Improve Decision
Making by Using “What If”
Analysis
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International Marketing Research
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Conducting international marketing research
(research for truly international product), foreign
research (research carried out in a country other
than the country of the research-commissioning
organization), or multinational research is much
more complex than domestic marketing research.
Whether going online or setting up physical
operations in a foreign country, research must be
conducted so that relevant environmental factors
are taken into consideration when going global.
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Ethics in Marketing Research
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Most marketing research is conducted for clients
representing commercial firms.
The profit motive may occasionally cause
researchers or clients to compromise the objectivity
or professionalism associated with the marketing
research process.
Ethical issues arise when the interest of these
stakeholders are in conflict and when one or more of
the stakeholders (the marketing researcher, the
client, the respondents, and the public) are lacking
in their responsibilities.
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Internet and Computer Application
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The Internet can be used as a source of
marketing research providers; a source of
secondary data; a source of marketing research
software; and as a source for data gathering via
focus groups, survey, etc.
One of the great advantages of doing research
on the Internet is that the data can be processed
as fast as they come in.
The Internet is:
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also very useful for project management.
very efficient for identifying marketing research firms
that supply specific services.
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