01 - MR - 2012 - Marketing Research Problem & Research Designs PDF

2/02/12
Objectives

Marketing Research Defining the Marketing Research Goals and research designs Delphine DION
Define marketing research Understand the nature and scope of marketing research and its role in designing and implementing successful marketing programs. Clarify the distinction between the management decision problem and the marketing research goals. Define research design Define and compare the basic research designs: exploratory, descriptive, and causal. Choose the right research design
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Marketing Research
The function that links the consumer, the customer, and public to the marketer through INFORMATION (American Marketing Association) Used to identify and define market opportunities and problems
What is marketing research ?

Generate, refine, and evaluate marketing performance
Information
Monitor marketing performance Improve understanding of marketing as a process
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Marketing Research
Marketing research is the systematic and objective identification collection analysis dissemination and use of information . for the purpose of improving decision making related to the identification solution of problems and opportunities in marketing
What are the steps of the marketing research process ?
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Marketing Research Process

Defining the Management Problem
Data analysis is not an independent exercise
Defining the Marketing Research Goals Formulating a Research Design Doing Field Work or Collecting Data Preparing and Analyzing Data Preparing and Presenting the Report
The goal of data analysis is to PROVIDE INFORMATION RELATED TO THE PROBLEM COMPONENTS Define precisely your Management problem and your marketing research problem before developing a questionnaire
From Management Problem to Marketing Research Goals Management Problem
What is the difference between a management problem and a marketing research goal ?
Marketing Research goal 1
Information to collect
Management Decision Problem vs. Marketing Research Problem

Management Problem Should a new product be introduced? Marketing Research Goals To determine consumer preferences and purchase intentions for the proposed new product To determine the effectiveness of the current advertising campaign To determine the price elasticity of demand and the impact on sales and profits of various levels of price changes
Scope of the research
Should the advertising changed?
Should the price of the brand be increased?
Delphine DION
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Case study
Office Depot se met au vert (part 1)
What are the different research designs ? Compare the basic research designs on several dimensions (objectives, characteristics, methodologies )
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Research Design
A research design is a framework for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems. Research Design

Exploratory Research
Uses of exploratory research Formulate a problem or define a problem more precisely Identify alternative courses of action Develop hypotheses Isolate key variables and relationships for further examination Gain insights for developing an approach to the problem Establish priorities for further research Methods of exploratory research Experts interviews Secondary data analyzed in a qualitative way Interviews (individual and collective) Observation (participant and non-participant)
Exploratory Research Design
Descriptive Research
Causal Research
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Descriptive Research
Uses of descriptive research To describe the characteristics of relevant groups, such as consumers, salespeople, organizations, or market areas. To estimate the percentage of units in a specified population exhibiting a certain behavior. To determine the perceptions of product characteristics. To determine the degree to which marketing variables are associated. To make specific predictions. Methods of descriptive research Secondary data analyzed in a quantitative as opposed to a qualitative manner Surveys Barometer Panels
http://www.syntec-etudes.com/chiers/20110824115756_CP_Activite2010_Etudes.pdf

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Causual Research
Goals To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon To determine the nature of the relationship between the causal variables and the effect to be predicted Method Experiments panels
http://www.syntec-etudes.com/chiers/20110824115756_CP_Activite2010_Etudes.pdf

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Figure 3.7 Some Alternative Research Designs
Alternative Research Designs
D A
How can we mix the different research designs ?
Exploratory Research Secondary Data Analysis Focus Groups
Conclusive Research Descriptive/Causal
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Case study
Office Depot se met au vert (part 2)
Appendix
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Segmentation Research

A typology of marketing research based on marketing decisions
Determine the basis of segmentation Establish market potential and responsiveness for various segments Select target markets Create lifestyle profiles: demography, media, and product image characteristics
Product Research

Pricing Research

Test concept Determine optimal product design Package tests Product modification Brand positioning and repositioning Test marketing
Pricing policies Importance of price in brand selection Product line pricing Price elasticity of demand Initiating and responding to price changes
Promotional Research

Distribution Research

Optimal promotional budget Sales promotion relationship Optimal promotional mix Copy decisions Media decisions Creative advertising testing Evaluation of advertising effectiveness
Types of distribution Attitudes of channel members Intensity of wholesale & resale coverage Channel margins Location of retail and wholesale outlets
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Criteria for Selecting a Research Supplier

When is it better to externalize the marketing research ? What are the strengths and weaknesses of external suppliers ?
What is the reputation of the supplier? Do they complete projects on schedule? Are they known for maintaining ethical standards? Are they flexible? Are their research projects of high quality? What kind and how much experience does the supplier have? Has the firm had experience with projects similar to this one? Do the supplier's personnel have both technical and non-technical expertise? Can they communicate well with the client? Competitive bids should be compared on the basis of quality as well as price
Marketing Research Proposal

Marketing research in today s business
Executive Summary Background Problem Definition and Objectives of the Research Approach to the Problem Research Design Fieldwork/Data Collection Data Analysis Reporting Cost and Time Appendices
Identify the significant changes taking place in todays business environment that are forcing decision makers to rethink their views of marketing research. Also discuss the potential impact that these changes might have on marketing research activities
Marketing research activities in Vietnam

Why is it important to conduct marketing research in Vietnam ? What kind of marketing studies are actually conducted? Which companies implement them ? What kind of studies should be conducted ?
Compare the basic research designs on several dimensions (objectives, characteristics, methods)
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Comparaison des designs d tude

Exploratoire
Objectifs Dcouvrir de nouvelles ides Pourquoi?
Etudes exploratoires vs descriptives

Causale
Descriptive
Dcrire et quantifier des Dterminer les causes caractristiques et les relations Qui fait quoi? Quel est limpact? Manipulation dune ou plusieurs variables Contrle des variables externes Exprimentations Etudes secondaires Panels Enqutes Tracking
Quantit dinformation
Caractristiques
Gnralement au dbut Sappuie sur un jeu dhypothses Flexible, volutif Design structur Entretiens dexperts Donnes secondaires Etudes qualitatives Entretiens Observation Netnographie Veille
Mthodes
Explorat oire
Descriptif
Taille de lchantillon
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2/02/12

What is marketing research ?

What are the steps of the marketing research process ?

Marketing Research Process

From Management Problem to Marketing Research Goals Management Problem

Marketing Research goal 1

Marketing Research goal 2

Marketing Research goal 3

Management Decision Problem vs. Marketing Research Problem

Scope of the research

Should the advertising changed?

Should the price of the brand be increased?

Exploratory Research Design

Figure 3.7 Some Alternative Research Designs

Alternative Research Designs

How can we mix the different research designs ?

Exploratory Research Secondary Data Analysis Focus Groups

Conclusive Research Descriptive/Causal

A typology of marketing research based on marketing decisions

Criteria for Selecting a Research Supplier

Marketing Research Proposal

Marketing research in today s business

Marketing research activities in Vietnam

Comparaison des designs d tude

Etudes exploratoires vs descriptives

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