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Marketing Research

Marketing Research. Reading: Chapter 8. MKTG 201: First Semester 2010. Overview: Types of Research Types of Data Collecting Primary Data. What is Marketing Research. Definition: Continually gathering, and analysing information to ______in marketing decision making Examples:.

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Marketing Research

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  1. Marketing Research Reading: Chapter 8 MKTG 201: First Semester 2010 • Overview: • Types of Research • Types of Data • Collecting Primary Data

  2. What is Marketing Research • Definition: Continually gathering, and analysing information to ______in marketing decision making • Examples:

  3. Stages of the Research Process • Define the problem • Plan your research design • Specify your sources of information • Design your data collection approach and instrument • Collect the data • Analyse the data • Formulate conclusions • Prepare the report

  4. Defining the Problem • Problem – the underlying factor that must be changed • Must distinguish problem from _________

  5. A. Exploratory Research • Used to: • Gain insight, generate ideas and concepts • Help break big problems into smaller ones • Increase understanding/clarify concepts • Establish priorities for further research • Help interpret findings of other research • Common Types? • Secondary research • Observation • Focus groups • In-depth interviews

  6. Explorative Research • Qualitative Example: The Pink Bug Spray

  7. B. Descriptive Research • Used to describe the characteristics of who/what you are interested in • Demographics • Psychographics • Knowledge and beliefs • Preferences, intentions, actions • Expectations, perceptions • Common Types? • Secondary research • Survey research

  8. Descriptive Research Example:NZ Census Data • Census day 7, March 2006 • FCB Advertising Agency • $2 million ad budget • To encourage every NZer to participate • Campaign angle: show the census has benefits for everyone, not just the government • Result: 98% of NZ-ers participated in the Census, reversing a world-wide trend. Read about it at http://www.draftfcb.co.nz /

  9. Observational Research • When researchers try to see or record what subjects ‘do naturally’ and avoid influencing their behaviour • Used to • Identify/examine visible behaviour or events • To validate other findings or check ‘the truth’ • To understand behaviours/actions that can’t be explained (kids, pets) • Common Types • Participant observation • Machine observation • Natural observation • We capture ‘what’ but not ‘why’ something happens

  10. Observational Research Example • The Mindcam • Rick Starr and Karen Fernandez • Mini colour camera and bi-aural microphones integrated into a baseball cap. • Attached to a small digital video-recorder carried by the hat-wearer

  11. Focus Group Research • Useful in: • Generating items which describe (e.g.) “quality” • Gaining insight into decision processes • Assessing new product/service ideas • Testing attributes, promotion concepts • Uncovering competitive programmes • Risks? • Moderator influence • Over-under-reliance on results • Group-think…group-gripe

  12. Survey Research • Survey types? • Telephone, personal interview, self-administered, on-line • Criteria? • Cost, speed, complexity, sensitivity • Can be: • Cross-sectional (at a point in time) • Longitudinal (over time)

  13. Survey Research Example Example: Quantitative Survey Data

  14. Experimental Research • Uses: • Alternative advertising copy • Question: Preference for which ad? • Alternative pricing levels • Question: Which generates more response? • NOTE: to establish cause and effect means you need to: • Be able to manipulate the independent variable • Precisely measure the dependent variable • Isolate (eliminate) and control all other variables

  15. Experimental Research Example • Does the colour of the drink affect consumers’ perceptions’ about taste?

  16. Sources of Information: Primary Data • PRIMARY DATA: Information specifically collected to solve a current problem. • Examples: • Types: • Qualitative: • Quantitative:

  17. Sources of Information: Secondary Data • SECONDARY DATA: Information that has previously been collected or published. • Examples • Types: • Internal • External:

  18. A.C.Nielsen: • www.acnielsen.co.nz • U of A library • Resources • Marketing • Marketing Websites

  19. Primary Data Advantages More up-to-date Specific to the________ Of known quality Disadvantages Expensive to collect Time Consuming to collect Secondary Data Advantages less expensive available _______ Disadvantages not specific to the problem out-of-date unknown quality  Primary vs.Secondary Data

  20. Secondary Data • Uses of secondary data: • solve the problem • increase understanding • suggest how primary data should be collected • assess quality of primary data.

  21. Special Note: • Whether the data is primary or secondary depnds on the perspective of the user e.g. • TV Ratings: primary for AC Nielson, secondary for Coca Cola • NZ Census Data: primary for Statistics NZ, secondary for BNZ

  22. Key Concepts to take away….. • Overview of the MR process • Primary vs. Secondary Data • Collecting Survey Data

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