Transcript market research

MARKETING RESEARCH
TYPES, TRENDS AND
+ LIMITATIONS
Chapter 28.2
+ Issues in Marketing Research
By the end of class, students will be able to:
• Identify the two main types of marketing research.
• Differentiate between the four methods of conducting
marketing research.
• Discuss trends and limitations in
marketing research.
+
PREDICT What would happen if marketing
research was not used in product development?
+
Marketing Research Terminology
• quantitative research
• qualitative research
• attitude research
• market intelligence
• media research
• product research
+
Two Types of Marketing Research
Two Broad Types of Research
QUANTITATIVE
Research
Quantitative Research
Marketing research that answers
questions that begin with “how
many” or “how much.” It
often gathers information from
large random samples.
QUALITATIVE
Research
Qualitative Research
Marketing research that focuses
on smaller numbers of
people and tries to answer
questions that begin with
“why” or “how.”
+How might a company use Marketing
Research?

TACO BELL used new product development
research to uncover the potential sales and
market for a new version of the taco. Doritos
Locos Tacos was the MOST successful
product in 2012 with over 370 million sold.
That’s over 1 Million Tacos daily! Doritos
Locos Tacos Commercial

VW performed customer satisfaction research
on its Volkswagon Beetle convertibles which
sparked the idea for the following commercial:
VW Convertible Commercial
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Types of Marketing Research
Attitude Research
Attitude
Research
Mail surveys
Telephone interviews
Opinion polls
**The Gallup Poll has
measured and tracked the
public’s attitudes
concerning virtually every
political, social and
economic issue of the day
in more than 140 countries.
Attitude Research
Also known as opinion research; designed to obtain
information on how people feel about certain products, services,
companies, or ideas.
+
Types of Marketing Research
Market Intelligence
**Learning about
competitor’s products
is a key component
of marketing
intelligence.
Market
Intelligence
Sales forecasting
Economic forecasting
Competitive products
Market Intelligence
Also known as market research; concerned with the size and
location of a market, the competition, and segmentation within
the market for a particular product.
+
Types of Marketing Research
Media Research
Media
Research
Brand awareness
Advertisement recall
Brand image
Effectiveness of
advertising copy
Audience size
Media Research
Also known as advertising research; focuses on issues of
media effectiveness, selection, frequency, and ratings.
+
Types of Marketing Research
Product Research
Product
Research
New product
research includes
concept testing
Existing product
research includes
questionnaires
and interviews
Product Research
Research that centers on evaluating product design,
package design, product usage, and consumer acceptance
of new and existing products.
**Research shows that about half of new products introduced into
the marketplace fail within the first two years of their product launch.
+
Types of Marketing Research
Product Research Continued
Product
Research
New product
research includes
concept testing
Existing product
research includes
questionnaires
and interviews

Stouffers performed research for 13 years before launching Lean Cuisine.
They were so successful that they had $125 million in sales their first year!

Some companies are so quick to “get in the game” that they may not do their
research. For example……
**Research shows that about half of new products introduced into
the marketplace fail within the first two years of their product launch.
+
Types of Marketing Research
Qualitative & Quantitative Research
Attitude
Research
Market
Intelligence
Media
Research
Mail surveys
Sales forecasting
Brand awareness
Telephone interviews
Economic forecasting
Advertisement recall
Opinion polls
Competitive products
Brand image
Effectiveness of
advertising copy
Audience size
Product
Research
New product research
includes concept testing
Existing product
research includes
questionnaires and
interviews
+
Issues in Marketing Research
Trends in Marketing Research
Global Trends in Marketing Research
Globalization of the marketplace means increased competition.
Product quality and customer satisfaction are more important than ever.
Use of internal and external information for managing a business is mandatory.
Research of other cultures is important to a product’s success in a foreign market.

MCDONALD'S EGYPT COMMERCIAL

MCDONALD'S JAPAN COMMERCIAL

MCDONALD'S INDIA COMMERCIAL
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International Marketing Research

Global Corporations like McDonald’s perform intensive new
product development research before launching new menu
items in the marketplace.

McDonald's Menu Items From Around the World
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Issues in Marketing Research
Limitations of Marketing Research
The amount of
information that
can be gathered is
limited by money
and time.
Favorable
customer reviews
do not guarantee
a product’s
success.
Fast-changing
markets may not
allow time for
research.
+
Chapter 28 - Marketing Research
Review

MARKETING RESEARCH QUIZ
Directions
Read the statements about marketing research and determine
whether each is true or false. Write TRUE or FALSE in the space
before each statement.
IF an answer is FALSE, please re-write the false statement to make
it true.