S3: RESEARCH DESIGNS-I

SECONDARY DATA, DIARIES

PGP I Term III (2016-17)

Research for Marketing Decisions

Prof. Avinash Mulky

Marketing Research

Systematic and objective collection, analysis,

dissemination and use of customer and market
information for making better decisions related to
opportunities and problems in marketing
 Situation Marketing Marketing Marketing
analysis strategy programme implementation
stage development development stage

Market research

Market
Which
4Ps
Brand health

analysis segments to
Brand
Customer

Segments in target? management relationships
the market
Positioning :
Service
Marketing

Competition Perceptual issues mix
analysis maps effectiveness

Introduction
of new
products
Situation analysis stage

Activities Market Research requirements

 Market analysis  Opportunity assessment-

current size and potential size of market;
scope for competitive advantage

Market segmentation  Benefits sought; Occasions of use;

Demographics; Lifestyles; and media
usage of users and potential consumers

 Key buying criteria; how our company

 Competition analysis and competitors are perceived on these
criteria
Marketing strategy development

Activities Market Research requirements

 Targeting Analysis of segments-

potential and responsiveness to
marketing

Positioning
 POPs and PODs;
Perceptual mapping of competitors

 Concept test
New product/ service planning
 Product test

 Test Marketing
Marketing programme development
Activities Market Research requirements

 Product strategy  Customer satisfaction

 Customer value analysis

Conjoint (Trade-off) analysis

Distribution  Retail audit

 Logistics assessments

 Pricing Price sensitivity

Price thresholds

Promotion sensitivity

Integrated
Marketing  Advertisement effects
Communications  Ad testing

Media choice
Marketing implementation
Activities Market Research requirements

 Brand health  Brand audit

 Image/reputation research

Customer relationships  Customer loyalty

 Satisfaction research

 Shopper research

 Advertising effectiveness  Reach

 Recall

 Media effectiveness
MR Process
Business objectives Management decisions

Research Objectives Information needed

Research Design Plan for research

(Technique)

Sample of respondents Sources of information

Data collection Qualitative and quantitative

Data analysis Appropriate methods

Findings
 Discuss with Analyze
decision makers secondary data
Problems and Opportunities

Management decisions (MDPs)

Discuss with Qualitative
experts research

Information needed,
Research questions

Market research problems

Theoretical (MRPs) Components of the
framework /model problem
Management Decision Problem
1. Develop a package design for a new product
2. Which are the best locations for Reliance
Fresh outlets in South Bangalore
3. Increase store traffic at Shoppers Stop
Bannerghatta Road
4. Whether Glaxo Smith Kline should introduce
the special rural product Asha on a national
basis
Market Research Problem
1. Evaluate the effectiveness of alternative
package designs
2. Evaluate prospective locations of Reliance
Fresh stores
3. Assess alternative methods of
communication to attract shoppers
4. Assess Ashas acceptance in the Andhra
Pradesh test marketing exercise
Management Decision Problem
5. Which countries should be targeted for
improving international sales of MTR Ready to
Eat products
6. Allocation of 2016 Advertising Budget for
Surf Excel across different media
7. Develop more equitable sales territories for
Ashok Leyland Sales Personnel
Market Research Problem
5. Assess Market Potential for MTR in countries
with large NRI /PIO population
6. Evaluate impact of past Surf Excel advertising
in different media vehicles
7. Assess current and proposed territories with
respect to workload and market potential
 Retail research- example
Reliance Retail , Bannerghatta Rd.
Management decision problem
What should be done to improve the sales at Retail-
Bannerghatta Road ?

Market research problem

Investigate consumer perceptions and usage of Reliance Retail
and competing food and grocery outlets
Share of spend at Reliance by current customers
Factors that influence which outlets are patronized and how much is
spent at each outlet
Frameworks

Logic Increase
sales to
present
Improve customers
sales at
Reliance
Retail
Attract new
customers

Previous research in literature

Retail research: Store choice, Retail sales

Components of the problem

1. Current customers- Profile

2. Share of customer spend at Reliance and others
3. Factors affecting store choice and share of spend
4. Evaluation of Reliance and competing outlets on these
factors
5. Barriers and triggers for customers to increase purchases at
Reliance Retail
6. Awareness of Reliance Retail among non-users in target
segment
7. Stores currently patronized by non-users
8. Barriers and triggers for non-users buying from Reliance
Retail
Research questions-Reliance Retail

Component 1- Profile of current customers

Demographics, Psychographics
Component 2- Share of monthly food and grocery spend at Reliance
Retail
Average monthly spend on food and grocery
Other outlets patronized-number and type
Share of purchases from each
Component 3- Factors influencing store choice
Location of outlet (and distance from home)
Price perceptions, credit
Quality and variety of merchandise (vegetables, dairy products, bakery
products)
Ambience, service, speed of task completion
Parking, home delivery
 Discuss with Analyze
decision makers secondary data
Problems and Opportunities

Management decisions (MDPs)

Discuss with Qualitative
experts research

Information needed,
Research questions

Market research problems

Theoretical (MRPs) Components of the
framework /model problem
 Market research for CPM

Shah Harsh 1511284 Rishabh Raj 1511115 Preksha Mangal 1511110

Prabuddha Guha 1511108 Soham Mukherjee 1511132
Management decision problem (MDP) and
Market Research problem (MRP)

Management decision problem (MDP)

Increasing popularity and vote share of CPI(M) in Indian
youth.

Market Research Problems (MRPs)

To understand voter behavior
To assess brand awareness of CPM
To assess brand image and positioning of CPM
MRP and components
MRP Components
Who are the potential voters?
What is the procedure of
voting?
What are the barriers to voting? brand promise and agenda,
To understand voter
behaviour
What are the attributes valued
by voters?
What drives voter loyalty?
Information
Demographics and personality
Criterion considered to judge a
candidate before voting for him
Level of awareness of the brand,
misconception about their
regional presence emerging as a
deterrent
Corruption-free, development,
secularism, women
empowerment, employment,
eradication of poverty
Reasons for voter satisfaction
MRP and components

MRP Components Information

What is the level of brand

Aware/Follower/Promoter
awareness at each stage?
Election campaign, TV
To assess brand advertisement, hoardings,
awareness What are the effective ways door-to-door marketing,
to increase popularity? digital marketing
Deciding the appropriate
marketing mix?
MRP and components

MRP Component Information

What is the brand Perception of the party

personality? and its members
Is the perception aligned
To assess brand
Is the brand image in line with the positioning?
image and positioning
with the positioning? Reasons for
of CPM
disillusionment
What is the perception Attributes associated
of value proposition? with CPI(M)
MR Process
Business objectives Management decisions

Research Objectives Information needed

Research Design Plan for research

(Technique)

Sample of respondents Sources of information

Data collection Qualitative and quantitative

Data analysis Appropriate methods

Findings
 Problems and Opportunities

Management decisions (MDPs)

Information needed,
Research questions

Market research problems

(MRPs)

Research design
Research Designs

Research Design= Plan or Blueprint for carrying out the study

Research Design ensures that

The study will be relevant to the problem (Effectiveness)
Study will use economical processes (Efficiency)
Research designs
Marketing research
designs

Exploratory Descriptive Causal research

research designs research designs designs

Secondary data Surveys: Pencil and Laboratory

analysis paper, online experiments

Focus groups Panels-Consumer Simulations

and Trade Test marketing
Depth Interviews
Direct observation
Projective tests
Brand Concept
Mapping
Ethnography
Characteristics of Research designs
Marketing research
designs

Exploratory Descriptive Causal research

research designs research designs designs

When not much is
Describe market
To determine cause and

known
effect relationships

Describe consumers
perceptions and usage
We manipulate one or

Discover ideas and
more independent variables
insights

Often based on some
hypotheses about
We control other

Flexible, versatile
market and consumers mediating variables

Small samples

Large sample sizes
Exploratory research

MDP Research Question Hypotheses

1. Choosing an approach  What benefits do people No hypotheses

for advertising the i-phone seek from new mobile
in India phones?

What is the brand

knowledge about Apple i-
phone?
Descriptive research
MDP Research Question Hypotheses

1. Choosing the kinds of  Where do people buy  90% of high end mobile
retail outlets should Apple high-end mobile phones? phones are purchased
distribute the i-phone? from branded
( franchised) outlets
2. Selecting the segment to  Who buys high-end  95% of high end mobile
be targeted for the i-phone mobile phones? phone buyers belong to
? SEC A1 and live in metros
cities
Causal research

MDP Research Question Hypotheses

1. Choosing whether to run  Which advertisement will  US ad will be more

the US version or the be more memorable? memorable
European version of the
launch advertisement?  Which advertisement will  European ad will be more
be more likeable? likeable

 Which ad will create  A specially designed ad

highest intention to buy ? for India will create highest
intention to buy
SECONDARY DATA
Secondary data

Secondary data

Internal External

Published Computerized Syndicated

secondary data databases services
 Published Secondary Data

Published Secondary
Data

Government
Business Sources
Sources

Guides Directories Indexes Statistical Census Other

Data Data Government
Publications
CII,
Guide to Nasscom eg MUMR
Various sources
Indian Census
Markets eg RBI, Planning
2011 Commission
Computerised databases at IIMB

CMIE
CRISINFAC
Global Market Information Database (Euromonitor)
Beauty and Personal care, Consumer electronics, Health and wellness,
Home care, Retailing, Soft drinks..
ISI Emerging Markets
Marketline Info
Airlines, Alcoholic drinks, Apparel retailing, Computer hardware
 Syndicated Services

B to C services

Consumer Retailer
Panels Panels

Omnibus
Purchase Media (TV)
Surveys

Psychographic Readership
& Lifestyles (NRS)
Syndicated Services in India

National Readership Survey ( NRS) [Omnibus survey]

Media research
Product category data

Household purchase panel

Television Audience Measurement Panel ( TAM)

[AC Nielsen-IMRB J.V.]

Media Monitoring Service

AC Nielsen Retail Audit (Retailer panel)