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Market Research

Market Research. Why bother?. Why bother?. Reduce uncertainty. Why bother?. Reduce uncertainty Narrow the range of alternatives. Why bother?. Reduce uncertainty Narrow the range of alternatives Substantiate results. Why bother?. Reduce uncertainty Narrow the range of alternatives

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Market Research

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  1. Market Research

  2. Why bother?

  3. Why bother? • Reduce uncertainty

  4. Why bother? • Reduce uncertainty • Narrow the range of alternatives

  5. Why bother? • Reduce uncertainty • Narrow the range of alternatives • Substantiate results

  6. Why bother? • Reduce uncertainty • Narrow the range of alternatives • Substantiate results • Lend credibility

  7. Why bother? • Reduce uncertainty • Narrow the range of alternatives • Substantiate results • Lend credibility • Predict possible outcomes

  8. Why bother? • Reduce uncertainty • Narrow the range of alternatives • Substantiate results • Lend credibility • Predict possible outcomes • Aid -- but not replace -- decision-making

  9. Why bother? • Reduce uncertainty • Narrow the range of alternatives • Substantiate results • Lend credibility • Predict possible outcomes • Aid -- but not replace -- decision-making • Reveal insights

  10. Research Work Plan • What do you not know, but need to know (or affirm/substantiate)? • What will you do with the findings? • How much time do you have? • How much money do you have? • Who do you need to listen to?

  11. Categories • Secondary Research • Primary Research • Quantitative • Qualitative

  12. Categories • Secondary Research • Primary Research • Quantitative • Qualitative

  13. Quantitative Research • “…lies, damn lies and statistics.”

  14. Quantitative Research • “…lies, damn lies and statistics.” • “You better cut the pizza in four pieces because I’m not hungry enough to eat six.”

  15. Quantitative Research • Findings expressed in statistical terms • Statistically-valid sample sizes • Ideal for establishing benchmarks and/or tracking results

  16. Quantitative Research • Telephone surveys • Internet/email surveys • Mail surveys • Other forms of written surveys • “Mall intercepts” • Observations • Panels • Analysis of records

  17. Quantitative Research • Sample sizes and error rates • “Incidence” • “Screening” • Questionnaire development • Costs • Resources

  18. Sample sizes and error rates QUANTITATIVE RESEARCH

  19. Incidence QUANTITATIVE RESEARCH • Educated guess about what percentage of a population consists of people who… • Meet the profile of your sample, and • Willing to participate • Has major bearing on cost of study

  20. Screening QUANTITATIVE RESEARCH • Identifying the people you want to participate in your study • Typically, a preliminary list of questions (or in the case of observations, visual profiling)

  21. Questionnaire Development QUANTITATIVE RESEARCH • Numerous pitfalls • Test • Wording, terminology • Timing • Potential responses • Bias • Ease of administering • Ease of understanding by respondents • Assurance that findings are the data you seek

  22. Cost Factors QUANTITATIVE RESEARCH • Key variables: • Sample size • Sample sources • Incidence • Length of survey/data collection • Tabulation and analysis requirements • Turn-around time • Incentives for participants • Special reporting and/or presentation requirements

  23. Resources QUANTITATIVE RESEARCH • Marketing Research Association’s (MRA) “Blue Book” --- www.bluebook.org(go to “advanced search” page) • www.quirks.com • References from other trusted sources

  24. Qualitative Research • “The consumer’s perceptions are the marketer’s reality.”

  25. Qualitative Research • “The consumer’s perceptions are the marketer’s reality.” • “People make emotional decisions, then make rationalizations to justify them.”

  26. Qualitative Research • “The consumer’s perceptions are the marketer’s reality.” • “People make emotional decisions, then make rationalizations to justify them.” • “You can observe a lot by just watching.”

  27. Qualitative Research • Findings expressed in descriptive terms • Smaller, not-statistically-valid sample sizes • Ideal for exploring perceptions, opinions, beliefs, values, and feelings • Typically, “discussion guide” rather than “questionnaire.”

  28. Qualitative Research • 1-on-1 interviews (in-person or via phone) • Small group discussions • Focus group discussions • Ethnographic observations • Intercept interviews/“on-the-street” • Less conventional: Telephone focus groups and Internet-based focus groups

  29. Example: 1-on-1 Intercept Interview • Perspectives about drinking and driving among blue collar men

  30. Example: 1-on-1 Intercept Interview

  31. Example: 1-on-1 Intercept Interview • Perspectives about motorcycle safety among older enthusiasts

  32. Example: 1-on-1 Intercept Interview

  33. Example: Focus Group • Assessment of campaign themeline for new impaired driving campaign

  34. Example: Focus Group

  35. Qualitative Research • Sample sizes • “Incidence” • “Screening” • “Incentives” • “Discussion guides” • “Projective techniques” • Costs • Resources

  36. Sample Sizes QUALITATIVE RESEARCH • Contingent on budget, timing, geography and profile of respondents • Redundancy

  37. Incidence QUALITATIVE RESEARCH • Educated guess about what percentage of a population consists of people who… • Meet the profile of your sample, and • Willing to participate • Has major bearing on cost of study

  38. Screening QUALITATIVE RESEARCH • Identifying the people you want to participate in your study • Typically, a preliminary list of questions (or in the case of on-the-street intercepts or observations, visual profiling)

  39. Incentives QUALITATIVE RESEARCH • Frequently necessary • Cash works best • Amount/value depends on the willingness and availability of respondents, and how much time will be required of them

  40. Discussion Guides QUALITATIVE RESEARCH • Start with easy “warm-up” questions • Keep questions/topics open-ended • Set up time parameters and/or prioritize importance of topics • Dynamics of discussion may alter the guide; be flexible

  41. Projective Techniques QUANTITATIVE RESEARCH • Respondents “project” inner feelings and thoughts • Examples: • Write a caption for a picture • Role-playing • Point/counterpoint • Draw pictures/create collages • How would other people complete a sentence? • Describe something’s personality and other traits if it were a person • Analogies

  42. Getting People to “Open Up” QUALITATIVE RESEARCH • Be open-minded • Probe • Don’t cast judgment • Maintain order • Treat every opinion with respect, even when… • You don’t agree • It’s highly critical • It’s off-base • It’s incorrect • It’s contradictory • Pauses in conversation can be good; let respondents fill in the gaps

  43. Cost Factors QUALITATIVE RESEARCH • Key variables: • Type of study • Sample profile • Sample size • Incidence • Location • Data collection/recording and analysis requirements • Turn-around time • Incentives for participants • Special reporting and/or presentation requirements • Special moderator/discussion leader requirements

  44. Resources QUALITATIVE RESEARCH • Marketing Research Association’s (MRA) “Blue Book” --- www.bluebook.org(go to “advanced search” page) • www.quirks.com • References from other trusted sources

  45. Q & A

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