Marque Crasher

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Transcript of Marque Crasher

Marketing Research is the

systematic and objective identification, collection, analysis and use of information for the purpose of improved decision making related to the identification and solution of problems and opportunities in Marketing. American

Marketing Association

Marketing Research Defined

Problem DefinitionOrganization Symptoms Based on Symptom True ProblemTwenty-year-old neighborhood swimming association in a major city.

Membership has been declining for years. New water park with wave pool and water slides moved into town a few years ago.

Neighborhood

residents

prefer the

expensive

water park and

have negative

image of

swimming

pool.

Demographic

changes: Children

in this 20-year-old

neighborhood

have grown up.

Older residents no

longer swim

anywhere.

Problem Definition: Understand the Symptoms of the Problem

The Iceberg Principle

The principle indicating that the dangerous part of many business problems is neither visible to nor understood by managers.

Marketing Research

Problem Identification Research

- Market Potential

- Market Share

- Image Research

- Market Characteristics

- Sales Analysis

- Forecasting Research

- Business Trends

Research

Problem Solving Research- Segmentation Research: basis of segmentation; establish market potential & responsiveness for various segments; select target markets and create lifestyle profiles; demography, media and product image characteristics.- Product Research: concept testing, package testing, product modification, brand positioning and repositioning, market testing, control store tests.- Pricing Research: relevance of pricing in brand selection, pricing policies, price elasticity of demand, response to price changes.- Promotion Research: budget, sales and promotion relationship, IMC campaign, copy and media decisions, creative testing, evaluation of adv. effectiveness. - Distribution Research: type, attitudes of channel members, channel margins, location of retail and wholesale outlets.

Classification of Marketing Research

Marketing Research Process

Step 1: Problem DefinitionStep 2: Development of an Approach to the

ProblemStep 3: Research Design FormulationStep 4: Fieldwork or Data CollectionStep 5: Data Preparation and AnalysisStep 6: Report Preparation and Presentation

Management Decision Problem Vs. Research Problem

Management Decision Problem Research Problem/ Questions

Should a new product be To determine consumerintroduced? preferences and

purchase intentions for the proposed new

product. Should the advertising To determine the

effectivenesscampaign be changed? of the current

advertisingcampaign.

 Should the price of the To determine the price

elasticitybrand be increased? of demand and the

impact on salesand profits of various

levels of price changes.

A Classification of Research Designs

Single Cross-Sectional Design

Multiple Cross-Sectional Design

Research Design

Conclusive Research Design

Exploratory Research Design

Descriptive Research

Causal Research

Cross-Sectional Design

Longitudinal Design

Exploratory & Conclusive Research Differences

Objective:

Character-istics:

Findings/ Results:

Outcome:

To provide insights and understanding.

Information needed is defined only loosely. Research process is flexible and unstructured. Sample is small and non-representative. Analysis of primary data is qualitative.

Tentative.

Generally followed by further exploratory or conclusive research.

To test specific hypotheses and examine relationships.

Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is quantitative.

Conclusive.

Findings used as input into decision making.

Exploratory Conclusive

Consumption of Various Soft Drinks by Various

Age Cohorts

8-1920-2930-3940-4950+

Age 1960 1969 19791950

52.945.233.923.218.1

62.660.746.640.828.8C1

73.276.067.758.650.0C2

81.075.871.467.851.9C3

C8C7C6C5C4

C1: cohort born prior to 1900C2: cohort born 1901-10C3: cohort born 1911-20C4: cohort born 1921-30

C5: cohort born 1931-40C6: cohort born 1940-49C7: cohort born 1950-59C8: cohort born 1960-69

Percentage consuming on a typical day

The Sampling Design Process

Define the Population

Determine the Sampling Frame

Select Sampling Technique(s)

Determine the Sample Size

Execute the Sampling Process

Classification of Sampling TechniquesSampling Techniques

Non probabilitySampling Techniques

ProbabilitySampling Techniques

ConvenienceSampling

JudgmentalSampling

QuotaSampling

SnowballSampling

SystematicSampling

StratifiedSampling

ClusterSampling

Simple RandomSampling

QUESTIONNAIRE DESIGN

Questionnaire Definition• A questionnaire is a formalized set of

questions for obtaining information from

respondents. • Questionnaire technique is generally associated

with Survey research, but it is also frequently used

as the measurement instrument in experimental

(causal) research.

1) Preliminary Decision2) Question Content3) Question Phrasing4) Response Format5) Question Sequence6) Layout of the questionnaire7) Pretest and Revision

Questionnaire Design Process

Step 1. Specify The Information Needed

Step 2. Type of Interviewing Method

Step 3. Individual Question Content

Step 4. Overcome Inability and Unwillingness to Answer

Step 5. Choose Question Structure

Step 6. Choose Question Wording

Step 7. Determine the Order of Questions

Step 8. Form and Layout

Step 9. Reproduce the Questionnaire

Step 10. Pretest

Questionnaire Design Checklist

Questionnaire CheckingA questionnaire returned from the field may be unacceptable for several reasons.– Parts of the questionnaire may be incomplete.– The responses show little variance. – One or more pages are missing.– The questionnaire is received after the preestablished

cutoff date.– The questionnaire is answered by someone who does

not qualify for participation.

CodingCoding means assigning a code, usually a number, to each possible response to each question. The code includes an indication of the column position (field) and data record it will occupy.

Coding Questions• Fixed field codes, which mean that the number of records for each respondent is

the same and the same data appear in the same column(s) for all respondents, are highly desirable.

• If possible, standard codes should be used for missing data. Coding of structured questions is relatively simple, since the response options are predetermined.

• In questions that permit a large number of responses, each possible response option should be assigned a separate column.