Transcript Marketing research

Marketing Intelligence systems
and Marketing Research
.
Kotler on Marketing
Marketing is
becoming a battle
based more on
information than on
sales power.
5-2
INFORMATION
REDUCES
I don’t know if
we should
enter the
Indian
Market.
UNCERTAINTY
.
Marketing Information and Customer
Insights
Customer Insights
• Companies are forming customer insights teams
– Include all company functional areas
– Use insights to create more value for their customers. e.g. Kraft
Foods – Director of consumer Insights
Unilver’s customer Insight Group states in Misson :getting better at
understanding our customer and meeting their needs”
Wal-Mart's Retailink system gives key suppliers access to
information on customer buying patterns and inventory levels
Dell creates premium pages for large customers – access to product
design , order status , and product support and service
information
Developing Marketing Information
Marketers obtain information from
Internal data
Marketing intelligence
Marketing research
Developing Marketing Information
Internal Data
Internal databases are electronic collections of consumer and
market information obtained from data sources within the company
network
Pizza Hut database contains 40 million US Households from Phone
orders , POS Transactions at its more than 7,500 restaurants around
the Nation , VIP(very into pizza) program to retail customers
Developing Marketing Information
Marketing Intelligence
Marketing intelligence is the systematic collection and analysis of publicly
available information about consumers, competitors, and developments in the
marketplace
Eves dropping on market place and snooping on competitors , Monitoring internet buzz or
observing consumers first hand to quizzing the company’s own employees, benchmarking
competitors products , researching the internet , Lurking around industry trade shows and even
noting through rivals trash bins , Nielson reports
P&G admitted to
Dumpster Diving at
rival Unilever’s Helene
Curtis headquarters in
the United Nations.
Marketing Research Defined
Marketing research is defined as: the systematic and
objective process of generating information for aid in making
marketing decisions.
Marketing research is one of the principal tools for
answering questions because it:
• Links the consumer, customer, and public to the market through
information used to identify and define marketing
• Generates, refines, and evaluates marketing actions
• Monitors marketing performance
• Underlines the understanding of marketing as a process
Developing Marketing
Information
Steps in the Marketing Research Process
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 4- slide 9
Marketing Research System
• The Marketing Research Process
– Step 1: Define the Problem, the
Decision Alternatives, and the
Research Objectives
– Researchers must work closely together
to define the problem and agree on
research objectives
– Researcher might have one of three
objectives
Research Objectives :Exploratory Research
• When there is little information about the phenomenon to be
investigated .
• It begins with review of secondary data – Interview
knowledgeable people , Focus group
e.g. Soft Drink manufacturer’s faced with decreased sales might
conduct an exploratory study to generate possible explanations
Launch a new product and assess consumer reactions
Copyright © 2000 by Harcourt, Inc. All rights reserved.
Research Objectives :Descriptive
• Determining the frequency with which something
occurs or the relationship between the two
variables
e.g. Trends in the consumption of soft drink with
respect to characteristics such as Gender , age and
geographic location
Research Objectives : Causal research
• To test hypothesis about cause and effect
relationship
e.g. Would 10% decrease in fee would result
increase in enrolment of students in the MBA
Institute
Statement of the problem and objectives guide the entire research process
The manager and researcher should put the statement in writing to be certain that
they agree on purpose and expected results of the research
Marketing Research System
– Step 2: Develop the
Research Plan
• Data Sources: Secondary &
primary sources
• Research Approaches
– Observational research: Fisher
price play labs , Huggies wipe package
with push button one handed dispenser
– Ethnographic research: Nokia deploys
teams of anthropologists
– Survey research : Flexible
– Experimental research – Mc
Donald researching its sandwich in two
similar cities and then differences in sales
in the two cities could be related to the
price change
Marketing Research System
• Contact Methods
– Mail questionnaire
– Telephone interview
– Personal interviewing
• Individual interviews
• Group interviews : Focus Groups
• Online methods: Internet surveys
, online panels , online focus
groups, virtual interview rooms
Figure : Focus group research
Marketing Research System
• Sampling Plan: Segment of
population selected for Marketing
research to represent the population
as a whole
– Sampling unit – who is to be
surveyed?
– Sample size- how many people
should be surveyed?
– Sampling procedure- How
should respondents be chosen?
Probability and Nonprobability Samples
A. Probability Sample
Simple random sample
Every member of the population has an
equal chance of selection
Stratified random sample
The population is divided into mutually
exclusive groups (such as age groups),
and random samples are drawn from each
group
Cluster (area) sample
The population is divided into mutually
exclusive groups (such as city blocks), and
the researcher draws a sample of the
groups to interview
Probability and Nonprobability Samples (Continued)
B. Nonprobability Sample
Convenience sample
The researcher selects the most
accessible population members
Judgment sample
The researcher selects population
members who are good prospects for
accurate information
Quota sample
The researcher finds and interviews a
prescribed number of people in each of
several categories
Marketing Research System
• Research Instruments in collecting
primary data
– Questionnaires
– Psychological tools – in-depth
interviews
– Mechanical devices –
Galvanometer , audiometer
– Qualitative measures – video ,
informal interviewing
Marketing Research System
• Implement the Research Plan:
Collecting , processing , and
analyzing the information
• Interpreting and Reporting the
Findings : draw conclusions and
report them to management