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1、What is Marketing Research?Why do Organizations Need Market Research?What sort of information is needed generally?Why and When does Marketing Research Work?,Recap,The Marketing Research Process,Step 1:Identify and define the Problem or OpportunityStep 2:Define the Marketing Research ProblemStep 3:Sp
2、ecify the Research DesignStep 4:Develop the Data Collection ProcedureStep 5:Design the Sampling ProcedureStep 6:Collect the DataStep 7:Process and Analyze the DataStep 8:Present the Results,Step 1:Identify the Problem or Opportunity,What do we need to know to identify or define the problem?,History
3、of the problemEnvironment in which it is being made(eg legal,competitive,economic,financial,social)What alternative courses of action are there?What criteria should we use to decide between alternatives(e.g.sales targets,market share,profitability,ROI)What is the timing of the decision?Who are the d
4、ecision makers and what are their purposes?,What should/can Subaru do to expand its share of the Automobile market?,Management decision Problem asks what the decision maker needs to do?,Why is it important to clearly define the management decision problem?,Because problem definition sets the course
5、of the entire project Because the client is paying for the research so both need to know what to expect Because mistakes made at this level grow into larger,more expensive mistakes later on.The problem definition process provides guidelines on how to correctly define the marketing research problem A
6、ll the effort,time and money spent from this point on will be wasted if the problem is not properly defined.,Step 2:Define the Marketing Research Problem,Whats wrong with these statements?Develop a marketing strategy for the brand.Improve the competitive position of the firmImprove the companys imag
7、e,Whats wrong with this statement?How should the company adjust its pricing given that a major competitor has initiated price changes?,A statement of the information needed to make a sound decision,What are the various needs of automobile users and to what extent do current product offerings satisfy
8、 those needs?,What information is needed to answer this question?,What needs do buyers of passenger cars,stations wagons,and SUVs seek to satisfy.Hypotheses?How well do existing automobile product offerings meet these needs?Hypotheses?Is there a segment of the automobile market whose needs are not b
9、eing met?Hypotheses?What automobile features does this segment in question 3 desire.Hypotheses?What is the demographic and psychographics profile of the identified segment?Hypotheses?,Research Q:Is there an overlap between the features sought by station wagon buyers and buyers of sports utility vehi
10、clesHypothesis 1:The buyers of station wagons rate certain features of SUVs as importantHypothesis 2:The buyers of SUVs rate certain features of station wagons as important,make a list of the information that should be collected for each research question and hypothesisE.g.Component 1.needs of buyer
11、s of passenger cars operationalized in terms of the attributes or features desired in an automobileComponent 1.needs of buyers of SUVs operationalized in terms of the attributes or features desired in an automobileComponent 2:Evaluation of passenger cars on desired attributesEvaluation of station wa
12、gons on desired attributesEvaluation of SUVs1 on desired attributes,Component Analysis specific information needed,The Marketing Problem versusthe Marketing Research Problem,A distinction must be made between the management problem and the marketing research problem.,Management Problem,Marketing Res
13、earchProblems,Focus on symptoms Action oriented,Focus on causes Data oriented,Examples of the Relationship between Decision Problems and Research Problems,Decision Problems,Research Problems,How should we develop a package for a new productIncrease market penetration throughthe opening of new stores
14、Increase store trafficIncrease amount of repeat purchasingbehaviorWhat should be done to increase market share of productAllocate advertising budget geographicallyIntroduce new product,Evaluate effectiveness of alternative package designsEvaluate prospective locationsMeasure current image of the sto
15、reAssess current amount of repeat purchasing behaviorDetermine the relative strengths and weakness of the product with respect to competitorsDetermine current level of market penetration in the respective areasTest likely acceptance of the new product Assess probable market size and share.,1.Managem
16、ent Decision ProblemShould Bank X implement ATM surcharge fees on Consumers who are not customers of the bank but use the Banks ATMs?2.Marketing Research ProblemQuantify the impact of implementing the new ATM surcharges will have on the ability to attract new customers,retain existing customers,and
17、the impact on ATM usage of non customers.,3.&4.Marketing Research Objectives&Hypotheses,Research ObjectivesEvaluate the impact of the new fees on the Banks imageDevelop a profile of the customers most impacted by the new feeQuantify the potential gain of non-customers that will move to the bank to a
18、void the feesDetermine the expected change in customer behavior if the fees are implemented.Quantify the net financial impact of implementing the fee,HypothesesThe Banks image will be hurt as well as the overall industries image will suffer because it is already seen as greedy and these fees will be
19、 another example in the publics view.The impact will be mitigated if all banks implement the fee.The typical ATM user will be younger and have smaller balances.The heaviest users will be those who keep little money with the bank and therefore contribute the least to the banks profitability.Some fee-
20、sensitive customers will move to the banks with large ATM networks while others will restrict their ATM usage.However,more customers will change behavior rather than change banks.The overall number of ATM transactions will decrease,especially those at non-bank ATMs and there will be an increase in m
21、ore expensive Branch transactionsA$1 fee on non-bank customers ATM transactions will outweigh the decrease in overall ATM transactions that will be encountered and add additional profits to the bank.,Defining the marketing/management problem,Step 3:Specify the Research Design,This step involves deci
22、ding the type of research that is going to be used and the source of the data.For example,deciding between exploratory,experimental,or descriptive research,Exploratory Research,When looking for insights into the problemTo help define hypotheses and key variablesInformation needs vague,Research is fl
23、exible and unstructuredFindings tentativeUsed as building block for more researche.g.pilot surveys,secondary data,focus groups,When is it used?,How is it characterized,Descriptive Research,Problem well understoodTests specific hypothesesFormal and structurede.g.surveysLarge representative samplesPro
24、vides a snapshot of the market environment,To describe something,e.g.market characteristics,What characterizes descriptive research,What is the Objective?,Causal Research,To obtain information regarding cause and effect relationships,Characteristics?,Independent variable manipulated in a relatively
25、controlled environmentMain method is experimentUsed to understand which variables are causes(independent variables),and which variables are the effects(dependent variables),What is the objective of causal research?,Yes,No,Yes,Yes,Good,Poor,No,OBSERVATIONALRESEARCH,FOCUS GROUPS,No,Step 4:Develop the
26、Data Collection ProcedureDecide whether the data will be collected through surveys,interviews,focus groups,etc.,Step 5:Design the Sampling ProcedureDecide who will be in the sample,how those people are selected,and the size of the sample.,Step 6:Collect the DataIn this step,the researcher goes out and collects the data or a research supplier collects the data.,Step 6:Process and Analyze the DataAfter collection,the data must be analyzed to see which is appropriate for the problem.Step 7:Present the ResultsCreate an oral or written presentation of the results of the study.,Project Teams,
