Transcript Market research

Chapter 1
Introduction to Marketing Research
Copyright  2005 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Marketing Research 2e by John Boyce
Slides prepared by Mark Riley
Ch 1-1
Summary slide
• Definition of market research
• History of market research
• Major features of market research
• Common reasons for research
• Why projects are started
• Key elements of a project
• Research brief
• Research proposal
• Research report
• Skills required in market research
Copyright  2005 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Marketing Research 2e by John Boyce
Slides prepared by Mark Riley
Ch 1-2
Definition of market research
The means used by those who provide goods and
services to keep themselves in touch with the needs
and wants of those who buy and use goods and
services
Market Research Society of Australia (MRSA)
Text Ch 1, p. 7
Copyright  2005 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Marketing Research 2e by John Boyce
Slides prepared by Mark Riley
Ch 1-3
History of market research
• Social reformers in Britain in 1842 researching
matters such as poverty, working conditions, health,
crime and prison conditions
• Australian companies established:
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J. Walter Thompson, 1930s
Ashby Research, 1936 (later Bill McNair)
Roy Morgan, early 1940s
McNair Survey, 1944
Anderson, 1944
Text Ch 1, pp. 17, 21
Copyright  2005 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Marketing Research 2e by John Boyce
Slides prepared by Mark Riley
Ch 1-4
What is market research?
Market research
• The study of people’s behaviour, opinions, attitudes,
needs etc. by seeking out existing data or through
specially planned research projects
Marketing research
• Market research that is carried out to help in the
planning or evaluation of marketing activity
Text Ch 1, p. 3
Copyright  2005 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Marketing Research 2e by John Boyce
Slides prepared by Mark Riley
Ch 1-5
Major features of market research
• Market research is about guidance and clues, not
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answers or solutions
Interpretation and judgment are key factors
Market research provides an information link
Market research is done for a specific purpose
It is an aid for making decisions
It is not infallible
It is not error-free
Text Ch 1, p. 8
Copyright  2005 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Marketing Research 2e by John Boyce
Slides prepared by Mark Riley
Ch 1-6
Common reasons for research
Market research is an applied activity carried out for
practical and specific reasons, for example:
Reasons:
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Get new ideas
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Help make decisions
Plan an activity
To assess an activity
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Set new goals
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Examples:
→ Designing a new product
→ Choosing a brand name
→ Obtain data about a market
→ Find out how market shares
have changed
→ To set sales targets
Text Ch 1, p. 10
Copyright  2005 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Marketing Research 2e by John Boyce
Slides prepared by Mark Riley
Ch 1-7
Why is research important?
• How will people vote?
• Why do they donate to charities?
• What they are studying?
• What are their children studying?
• What do they think of a service they recently
received (e.g. a hospital or doctor)?
The key element is understanding the attitudes,
opinions, behaviours, interests and needs of people
Text Ch 1, p. 4
Copyright  2005 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Marketing Research 2e by John Boyce
Slides prepared by Mark Riley
Ch 1-8
How a project comes about
The research
project starts
here
Report
research
Analyse
research
Client
Discuss and
brief researcher
Revise proposal
if necessary
Conduct
research
Researcher
Prepare
proposal
Respondents Agree on
proposal
Text Ch 1, p. 11
Copyright  2005 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Marketing Research 2e by John Boyce
Slides prepared by Mark Riley
Ch 1-9
Why projects are started
Research projects are started because a client needs
information, for example:
• to help design a new product
• to know how a product or service is perceived by
potential customers
• to help plan a communications item or program
• to help understand the needs and attitudes of
employees or suppliers
• to help understand people’s attitudes to election
issues
Text Ch 1, p. 11
Copyright  2005 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Marketing Research 2e by John Boyce
Slides prepared by Mark Riley
Ch 1-10
Key elements of a project
• The research brief
• The research proposal
• The research report
Text Ch 1, p. 11
Copyright  2005 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Marketing Research 2e by John Boyce
Slides prepared by Mark Riley
Ch 1-11
Research brief
The client gives the researcher a brief which may be
any or all of the following:
• a description of the information required by the
client
• a statement describing the decisions the client has
to make
• a set of clearly defined objectives
Text Ch 1, p. 11
Copyright  2005 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Marketing Research 2e by John Boyce
Slides prepared by Mark Riley
Ch 1-12
Research proposal
The researcher prepares a proposal which:
• sets out how the project is to be conducted
• who and what will be researched
• what information will be gathered
• how the information may be analysed
Text Ch 1, p. 11
Copyright  2005 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Marketing Research 2e by John Boyce
Slides prepared by Mark Riley
Ch 1-13
Research report
The researcher presents the client with a report which:
• states what information was gathered
• how the information was gathered
• the analysis of that information
• the conclusions drawn by the researcher
Text Ch 15, p. 520
Copyright  2005 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Marketing Research 2e by John Boyce
Slides prepared by Mark Riley
Ch 1-14
Why conduct market research?
• Large number of buyer groups
• Closeness of buyer and seller:
– e.g. Boeing, Airbus to airlines
– customer satisfaction surveys, organisational research
• Need to understand buyer’s motives
• Need to test a new product:
– e.g. food, movies, TV programs
Text Ch 1, p. 14
Copyright  2005 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Marketing Research 2e by John Boyce
Slides prepared by Mark Riley
Ch 1-15
Growth in market research
• Increase in size of business organisations
• Specialisation of firms and business units
• Separation between buyer and seller:
– e.g. Coca Cola and customers
• Growth in branding and advertising
Text Ch 1, p. 14
Copyright  2005 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Marketing Research 2e by John Boyce
Slides prepared by Mark Riley
Ch 1-16
Major topics of marketing research
• Brand awareness
• Brand usage
• Brand loyalty
• Purchasing behaviour
• Attitudes to specific brands
• Brand differences
• Exposure to advertising media
• Advertising recall
Text Ch 1, p. 17
Copyright  2005 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Marketing Research 2e by John Boyce
Slides prepared by Mark Riley
Ch 1-17
Examples of research
• Opinion polls
• Taste testing
• Lifestyle surveys:
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e.g. holidays, travel, type of car driven, restaurants
• Popularity:
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e.g. Big Brother, politicians, TV programs
Preferences:
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e.g. TV programs, movie endings
Text Ch 1, p. 7
Copyright  2005 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Marketing Research 2e by John Boyce
Slides prepared by Mark Riley
Ch 1-18
Skills required in market research
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Psychology
Economics
Business
Marketing
Management
IT engineering
Computer programming
Clerical
People skills
Literacy
Fluency in other languages
Text Ch 1, p. 28
Copyright  2005 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Marketing Research 2e by John Boyce
Slides prepared by Mark Riley
Ch 1-19