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2 Marketing (Fach) / ANALYSIS- Marketing Research (Lektion)

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  • Definition Marketing Research = What Marketing Researchers Do Subset of Information for marketing decisions Function that links the consumer, customer, and public to the marketer through information  information used to identify and define marketing opportunities and problems generate, refine and evaluate marketing actions monitor marketing performance and improve understanding of marketing as a process (American Marketing Association AMA) Systematic gathering and interpretation of information about individuals or oganisations using the statistical and analytical methods and techniques of applied social sciences to gain insights or support decision making ESOMAR
  • Research Approaches Programmatic: Research performed on ongoing, continuous basis to track sales, monitor customer satisfaction, etc. Project-oriented: Research performed only on "as-needed" basis ad-hoc, when problem arises or important decision needs to be made
  • A Classification of Marketing Research Type Quantitative research Qualitative research Design Exploratory research Descriptive research Causal research Source Secondary data - Syndicated research Primary data
  • Type - Qualitative & Quantitative research Qualitative research: Understand why consumers behave in the way they do, why they say, think, and believe certain things concerned with meaning rather than quantification Quantitative research: Process of measuring things in order to describe, monitor, explain or predict market phenomena based on assumption that relevant information can be approximated numerically
  • Design - Exploratory Research Gaining insights and ideas to increase familiarity with problem and gather background information Term Definition Problem Definition Concept Clarification Research Priorities Approaches: Literature survey Experience survey Focus group/ Depths interview/ Ethnography
  • Design - Descriptive Research Who is doing what, when, where, how and why when groups are already known   "millenials buy 28% more iPhones than older people" Purposes: Understand associations between variables % of people in specified population who behave a certain way Describe characteristics of specified groups Make Predictions Understand Purchase Funnel
  • Design - Causal research Understanding cause-and-effect relationships "because of an ad, 28% of millenials buy more iPhones than older people” Descriptive research reveals associations between variables Causal research reveals associations between changes in variables  Make use of experiments (more difficult)
  • Source - Secondary Data Data previously collected for purpose other than research  Internal data accounting records (sales invoice, marketing expenditure) customer transaction databases sales force reports operating records (warranty cards, customer complaint services) social media activity previous market research studies External sources market and industry research publishers - Datamonitor, Forrester, Mintel Trade associations Government agencies Business press Syndicated research Large-scale marketing research undertaken by a research firm and sold to firms (often subscription-basis) - IRI InfoScan, InfoScout, NCP, Nielsen TV Rating / Bookscan
  • Source - Primary Data Data collected specifically to answer the question posed by current research problem  Types: Demographics, Socioeconomic, Lifestyle Attitudes / Opinions Awareness / Knowledge  Motivation Intentions / Behaviour Collecting Primary Data Questioning A3.1.1A Surveys (Structured & Undisguised) A3.1.1B Projective Methods (Unstructured & Undisguised) A3.1.1C Focus Groups / Depths Interviews (Unstructured & Disguised) Observation:  Situation of interest is observed and relevant facts, action, behaviors recorded
  • Primary - Key Questions to Design Survey How to design survey instrument? Sample Size How to select sample? How to recruit participants How to concut Survey? Face-to-Face Phone E-Mail Internet (Online Access Panel) Mobile On-the-Spot: SurveyYes, YouGov Omnibus Survey (on-the-spot survey answers, Google Surveys
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  • Primary - Focus Group Personal interview conducted among small group of individuals simultaneously, which relies more on group discussion than on series of directed question Purposes: Generation of hypotheses Information for questionnaire design Background Information on category Gater Impressions on new product concepts Pro: Open discussion ability to demonstrate, observe, test & play Follow-up questions on new insights Bring up whole new things Con: Group Thinking Bias in Sample
  • Primary - Depth Interview One-on-One interview to understand a topic that respondent is able to speak about in-depth offer great respondent privacy give greater opportunity to understand detailed DMP can be conducted in relevant location may be only way to interview hard-to-recruit individuals (specialist surgeons, senior execs)
  • Primary - Projective Methods Unstructured and indirect form of questionsn that encourages respondents to project underlying motivations, beliefs, attitudes or feeling regarding the issues of concern. Common techniques:  Word association Sentence Completion Unfinished Scenario Story Telling 3rd person / Role Playing Cartoon Completion Imagery Sentence Completion: Responses classifies into approval, netral, disapproval attitudes Story Completion Test: Opening sentence describing situation where respondents are invited to complete narrative TAT - Thematic Apperception Test: Picture interpretation, respondents to describe or rate attributes (What type of destination would have such a logo? What might a visitor find there?)
  • Projective Methods Unstructured and indirect form of questioning that encourages respondent to prohect underlying attitued, motivations, beliefs, feelings regarding the issue of concern.
  • Design - Ethnographic Research Ethnography is a branch of Anthropology that involves trying to understand how people live their lives The Ideal is to observe what people do in naturally occuring settings, rather than what they claim to to Useful for bringing members of the firm into the lives of consumers and identifying hidden needs.
  • Improving Your Focus Group Discussion Be clear about the issue at stake. Select participants who have some standing or experience in the topic area. Engage a moderator who is knowledgeable about the topic but who will not be overbearing Ensure that the moderator is objective and does not bias the discussion.

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