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Marketing Research

Marketing Research. Why Research?. Useful in all aspects of marketing Strategic Planning Product development Target market selection Positioning Competition Advertising/Promotion Measurement. Domino’s. Fast Cheap Pizza No research on quality of product; relied on speed

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Marketing Research

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  1. Marketing Research

  2. Why Research? • Useful in all aspects of marketing • Strategic Planning • Product development • Target market selection • Positioning • Competition • Advertising/Promotion • Measurement

  3. Domino’s • Fast Cheap Pizza • No research on quality of product; relied on speed • Enter Papa John’s • “Better ingredients, better pizza” • Fast pizza available everywhere • Domino’s Research finds • Tasteless crust, boring sauce, low quality toppings • Result: Domino’s revamped its product and turned the research into a campaign • Also helped to add products

  4. Two types of Research • Secondary Research • Data previously collected for other purposes • Cheaper than Primary Research • May not be appropriate • Internal or external • Free or paid • Sources: Internet or Marketing research Aggregators • Nielsen • eMarketer • Forrester • Simmons • Social Media

  5. Two Types of Research • Primary Research • Data collected to address specific needs • Takes more time • Costly

  6. Research Steps • Identify the problem/opportunity • Define the objectives of the research • Plan the research design • What type of research instrument will you use? • Gather secondary data too • Data collection • Analyze the data • Look for insights too • Prepare and present the Report

  7. 2. Plan the Research Design • Research Methods • Survey • In home • Mall Intercept • Telephone • Mail • Scanner/Panel • Experiments • Focus Groups • Interviews • Observation Conclusive or Quantitative Research Exploratory or Qualitative Research

  8. 2. Plan the Research Design • Questions • Open-ended? • Closed-Ended • Scaled questions? • Make sure questions are not… • Leading • Double barreled • Too Sensitive • One sided

  9. Once you have data • Analyze based on your research question • Statistical software • Crunch numbers • Look for what the data tells you • Prepare and present report • Take action!

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