Transcript 5.04 Explore the consumer research process.

Keys to Successful Marketing
 Must
understand and meet customer
needs and wants
 To
meet customer needs, marketers
must collect information
The Role of Market research

To provide a business with
a comprehensive view of
consumers in order to
develop products and
services that satisfy their
needs better than the
competition
Market research provides
consumer feedback

It involves the capture and
analysis of consumer,
competitor and market trend
data.
Research can also provide
information about the size
and performance of markets.
It can inform a business about
who the key competitors are,
what they are doing, and their
market share.
The Collection Process

This collection process includes:
 Intelligence generation
o Monitoring the external environment
o Collecting data
o Coordinating the collected data
 Intelligence dissemination
Sharing the data gathered
 Responsiveness
Analyzing the data
Detecting an anticipating customer demand
Utilizing the information to develop effective marketing
strategies
Information

Information gathered from others can be
reported in:
 Final reports
 Journal articles
 Oral presentations
Importance of collecting information
Important because
consumer trends
change.
 It helps the business
develop a clear and
informed strategic
business plan which all
business colleagues
can work towards
fulfilling

Why collect information from
customers?
 To
learn which products sell best in
certain locations.
 Then, to make these products
available in these locations where
customers are most willing and able to
buy them.
Why collect marketing information
from other sources?
To find out what is happening in the external
environment.
 To know about the
 - economy
 - legal/political situations
 - trends
External Collection sources:
 Government agencies
 Trade organizations
 Consumer reports

Steps for Conducting Consumer
Research
1. The very fist step is to define the focus
of the research. (it’s objective)
◦ What types of information need to be
gathered?
◦ What questions need to be answered?
◦ 2. determine the type of data
Steps for Conducting Consumer
Research

Define which type of
research design will
be used



Exploratory
Descriptive
Casual
Steps for Conducting Consumer
Research (con’t)

Exploratory research
 Used when the problem is not well-defined
 Answers questions such as, “Why are ticket sales down?”

Descriptive research
 Often used to determine characteristics of the target
market
 Answers, “who, what, where, when, and how often”
questions

Causal research
 Explores the relationship between two variables
 Answers questions such as, “Does increased advertising
result in more ticket sales?”
Ways of collecting and
reporting information, (Con’t)
3. Collect data.
 Primary data
○ Example: Hough SEM II class collecting data
to measure game attendance
 Secondary data
 How to obtain feedback
 Personal observation
 Focus groups
 Questionnaires
Collecting Information

Marketing information can be collected in various ways:
 Primary research
 You collect it
○ May include surveys that can be mailed, posted on
the Internet, conducted on the phone, or carried out
in person by intercepting people at sporting events
 Secondary research
 Others have collected it
○ Obtaining and using data previously collected for
another reason
○ Examining the content of written materials (e.g.,
financial statements, ticket sales numbers,
newspaper articles, etc.)
Steps for Conducting Consumer
Research (continued)
4. Determine sample.
 Group of people representative of the
population.
 Helps make generalizations about a group of
consumers.
5. Administer the survey
6. Analyze and interpret the results.
Steps for Conducting Consumer
Research (continued)
7. Recommend solutions by creating
a Marketing Report.
 Report the findings from the survey.
 An effective report answers specific research
questions. (ONLY include information that is
relevant to the marketing decision that
management must take)
 A marketing report should include:
○
○
○
○
○
○
Title page
Acknowledgements
Contents
Introduction
Supporting charts, tables and graphs
Review of information
Steps for Conducting Consumer
Research
Marketing Report
○
Data collection procedures used. (this is considered to be one of the MAIN portions of a
marketing report)




○
○
Researchers should make sure that they include this “Limitation” section in the report
Recommendations
Conclusions
Appendix



○
Which research methods did you use?
What types of primary & secondary data were collected?
Describe the types of questions you asked.
Provide a profile of people surveyed.
Findings
Limitations (time constraints, sampling bias, finances)

○
○
○
(continued)
copies of questionnaires
Interview forms
Other technical documents
Bibliography
ORAL REPORTS
In oral reports the researched methods should only be mentioned briefly.
The main thing to oral reports is to keep it relatively simple
8.
Implement Solutions
Presenting Report Findings:

Use computer software if possibleThis has proven to be an effective
method of presenting complex
report findings and
recommendations to a large group
of managers.
 Hold the viewers’ attentions
 Include text, graphics, sound,
video
 More professional
 Can be shown to larger groups
Briefly describe research methods
 Focus on findings
 Keep the presentation simple

Design a Questionnaire
1. Methods of
administration
include:
 Mail
 Telephone
 E-mail
 Websites
 Personal interviews
Design a Questionnaire (continued)
2. Content includes:
 Number of questions
 Availability of information
 Format
○ Open-ended
○ Closed-ended
 Question wording
○ Short
○ Unambiguous
○ One question per statement
○ Specific and clearly defined
○ Layman’s terminology
Design a Questionnaire (continued)
3. Sequence
 Begin with broad questions
 Group similar topics together
 Consider skip patterns
4. Physical characteristics




Simple to complete
Headings for each section
Easy to understand
Enough room for responses to open-ended
questions