《贝恩market research.ppt》由会员分享，可在线阅读，更多相关《贝恩market research.ppt（109页珍藏版）》请在三一办公上搜索。
1、Developer:Barbara Bilodeau,Contributors:Chris Harrop,Philipp Stephanus,bc,Market Research,March 1998,Copyright 1998 Bain&Company,Inc.,2,marketresearchMarket Research,Agenda,First stepsTypes of research methodologytelephone surveysfocus groupsconsumer interceptsmail surveysconsumer panelsomnibus stud
2、ies,Types of samplesMarket research vendorsTemps as phone interviewersQuestionnaire designData analysisResearch and Data Analysis Department,3,marketresearchMarket Research,Agenda,First stepsTypes of research methodologytelephone surveysfocus groupsconsumer interceptsmail surveysconsumer panelsomnib
3、us studies,Types of samplesMarket research vendorsTemps as phone interviewersQuestionnaire designData analysisResearch and Data Analysis Department,4,marketresearchMarket Research,First Steps,Check all secondary research sources prior to conducting primary researchmost Bain clients have conducted th
4、eir own research-obtain and review to ensure the client is not paying for duplicate datathe library has research reports on some industriescheck the“Findex”CD ROM in the library for syndicated research that may answer your questions at a much lower costcall Bain Research and Data Analysis department
5、 for other industry specific sourcesDetermine the specific objectives and scope of the market researchlist the answers you want to obtainDraw blank slides.How you want to present the data will affect how the questions are asked and whom they are asked ofseparate the objectives into“essential”and“nic
6、e to know”review and finalize the objectives with relevant parties(manager,client contact)prior to determining research methodology,5,marketresearchMarket Research,First Steps,Develop research plan,Customers,current or pastCompetitorsAppropriate decision-maker,Timeframewrite surveyedit surveypre-wir
7、e clientpre-test surveyconduct interviewscompile dataanalyze resultsAvailable resourcesCost,Determine objectives,Select target respondent,Determine sample size,Plan for other constraints,Determine format,Mail,phone,in-person or focus group,6,marketresearchMarket Research,Agenda,First stepsTypes of r
8、esearch methodologytelephone surveysfocus groupsconsumer interceptsmail surveysconsumer panelsomnibus studiesTypes of samplesMarket research vendorsTemps as phone interviewersQuestionnaire designData analysisResearch and Data Analysis Department,7,marketresearchMarket Research,Types of Research Meth
9、odology,Telephone surveysMail surveysInterceptsConsumer panelsOmnibus studiesScanner dataTest marketing,Focus groupsInformational interviews,In-depth interviewsElectronic focus groupsStore observations,Quantitative research,Qualitative research,Combination,8,marketresearchMarket Research,Qualitative
10、:,AdvantagesFast turn-around timeLess expensive than most quantitative methodsBest for getting in-depth information and brainstorming,generating ideasInteractive forumAllows Bain and client to hear customer first-handGood for research requiring visual stimulus,such as new products or conceptsAllows
11、more reactive questions,DisadvantagesInformation is not quantifiableLimited by geographyGroups should be run by skilled moderator to minimize biases such as dominating members or improper interpretation of comments,Types of Research Methodology-Quantitative vs.Qualitative Research(1 of 2),9,marketre
12、searchMarket Research,Quantitative:,AdvantagesInformation is quantifiablecan make projectionscan determine market sharecan test for significanceBroader range of respondentsLess risk of bias,DisadvantagesUsually more expensive than qualitative researchUsually longer timelinesMust be sure to have full
13、 understanding of issues to draft survey which is close-ended,Types of Research Methodology-Quantitative vs.Qualitative Research(2 of 2),10,marketresearchMarket Research,Agenda,First stepsTypes of research methodologytelephone surveysfocus groupsconsumer interceptsmail surveysconsumer panelsomnibus
14、studiesTypes of samplesMarket research vendorsTemps as phone interviewersQuestionnaire designData analysisResearch and Data Analysis Department,11,marketresearchMarket Research,Telephone Surveys,Telephone surveys are a method of primary market research involving one-on-one questioning and answering
15、between an interviewer and respondent by means of the telephone,12,marketresearchMarket Research,AdvantagesSpeed-interviewing can be conducted in a short time frame when necessaryInterviewer control-survey is tightly scripted and interviewer should conduct exactly as written95%of homes have phones-l
16、ess likely to have a biased sampleAbility to interview a broad range of peopleAllows respondent greater anonymity than in-person/intercept interviewsCan pre-test and refine questionnaireDisadvantagesLimited interview length-interview should be a maximum of 20 minutesPotential sample bias-if using an
17、ything but Random Digit Dialing(RDD)Need 10 times as many phone numbers as desired number of completed interviewsInability to show display materialsLimits types of questions asked(i.e.,shouldnt ask respondent to assess 100 points over more than 4-5 categories,cant ask brainstorming questions),Teleph
18、one Surveys(Advantages and Disadvantages),13,marketresearchMarket Research,*With Bain Research and Data Analysis Group,Telephone interviews can be conducted by three groups:1)an outside market research vendor 2)case team members or 3)temps.Temps should only be used in an emergency as the quality of
19、their work will be lower than either a market research vendor or the case team.,Strengths,Market Research Vendor,Case Team,Temps,Familiarity with specific issuesAbility to revise survey midstreamContribution of specialists(i.e.,statisticianObjectivity,credibilityCost savingsAbility to quickly do add
20、itional interviews if neededLegitimacy with clientAbility to use difficult skip patterns(CATI programming),*,Telephone Surveys(In-house vs.Out-of-house),14,marketresearchMarket Research,*Some vendors use other names,The interviews are conducted by people not computer generated voicesThe questionnair
21、e is programmed onto a computer system-the interviewer is prompted by the computer to ask the appropriate questionResponses are entered directly into the computer as the survey is conductedTelephone numbers are dialed continuously by computer,Almost all market research firms now prefer to conduct in
22、terviews via Computer Assisted Telephone Interviewing(CATI)*rather than on paper surveys.,Telephone Surveys(CATI Programming),15,marketresearchMarket Research,AdvantagesAllows for detailed skip patterns(i.e.,if consumer currently purchases Brand A ask Q2;if formerly,ask Q3;if never,ask Q4)Data is en
23、tered immediately,allowing for instantaneous results of closed end questionsFewer errors with data entry as program does not allow unacceptable answersComputer assisted dialing allows for better sample tracking and minimizes interviewer down timeDisadvantagesAdded up-front time-vendors usually need
24、1 week prior to interviewing to program the survey.However,this saves time on the back-end for data entryLimits ability to make changes-changes to the survey require interviewing to be halted and can take 2-5 days to make depending upon the impact on sequencing,Telephone Surveys(CATI Programming-Adv
25、antages and Disadvantages),16,marketresearchMarket Research,1-3 people should make calls prior to the full roll-out of the study,using the finalized draft of the questionnairethese calls should be monitored to determineclarity of questionsaccuracy of skip patternssmoothness of question flowlength of
26、 survey,All market research studies,whether being conducted by outside vendors or by temps,should be pre-tested.,Telephone Surveys(Pre-testing),17,marketresearchMarket Research,Agenda,First stepsTypes of research methodologyTelephone surveysFocus groupsConsumer interceptsMail surveysConsumer panelsO
27、mnibus studiesTypes of samplesMarket research vendorsTemps as phone interviewersQuestionnaire designData analysisResearch and Data Analysis Department,18,marketresearchMarket Research,Focus Groups,Focus Groups are a form of qualitative market research that are conducted by having a number of people
28、who fit specific qualifications in one room for a two hour discussion.The discussion is controlled by a moderator who is using a script that is developed through cooperative efforts of the moderator and the Bain caseteam.,19,marketresearchMarket Research,Focus groups are a form of qualitative resear
29、ch that are most useful for:Exploring new ideasBrainstormingEducating the case team on a new industry or clientVerifying the teams understanding of issues for questionnaire developmentThere are four main types of focus groups:Traditional full sized focus groups of 8-10 peopleMini focus groups of 4-6
30、 peopleDial testing or electronic focus groupsBrainstorming sessions(with executives)Focus groups(except electronic focus groups)should not be used ifYou want to present quantitative results to the client,Focus Groups(Overview),20,marketresearchMarket Research,Focus Groups-Overview,Developing new id
31、easExploring and evaluating new ideasAd testingEducating case team on a new industry or clientQuestionnaire developmentIn-depth understanding of steps in decision processExploring sensitive/confidential issues,Traditional(8-10 people),Mini Focus Groups,Electronic Focus Groups,Brainstorming Sessions,
32、21,marketresearchMarket Research,AdvantagesResearch can be conducted and results included in a presentation in a relatively short period of timeThe interaction among the group members provides more in-depth insights than would be received from each participant individuallyThe discussion outline can
33、be modified during the group on the basis of the participants reactions and commentsClients can hear what consumers are saying first handKey comments can be included in a videotape presentation for clients who are not presentDisadvantagesResults should not be used quantitatively(except for electroni
34、c focus groups)It is very easy to hear what one or two people are saying and to project that thought to everyoneDue to the qualitative nature of the data,it is difficult to summarize and interpret the resultsIf a skilled moderator is not used,it is likely there will be problems with dominating group
35、 members and/or moderator bias,Focus Groups(Advantages and Disadvantages),22,marketresearchMarket Research,1.Determine which type of focus groups best meets the teams objectives2.Understand what factors differentiate the decision making process(i.e.,do people in the south have different criteria for
36、 purchase than those in the northeast?Are technophiles purchase criteria different than technophobes?)3.Decide whether mixing consumers will negatively impact some consumers willingness to speak(i.e.,will technophobes mixed with technophiles to discuss electronic banking be unwilling to say what the
37、y really think?)4.Use conclusions from steps 2 and 3 to determine how many groups to hold and what cities they should be in5.Pick dates for the groups(typically do a 6:00 pm and an 8:00 pm group each night)6.Hire a moderator7.Determine whether to manage recruitment/facilities yourselves or to have t
38、he moderators company do it.It is recommended that an outside company is always used to conduct the recruitment.8.Reserve facilities for appropriate dates9.Write draft of participant screener10.Review screening with Bain Research and Data Analysis department and moderator,Focus Groups(Process),23,ma
39、rketresearchMarket Research,11.Supply facilities with screener and sample12.Determine incentive amount-consumer incentives usually vary between$30-$50.Business to business groups usually require larger incentives,such as$75-$100.Ask the facility in each city for their recommendation but be aware tha
40、t they may recommend higher amounts than necessary as the more money offered,the easier the recruit13.Write outline of moderators guide and have in-depth discussion with moderator as to objectives14.Review the full guide the moderator provides15.Decide whether groups should be videotaped and if so,w
41、hether to use a stationary camera or hire a cameramanif the tapes are going to be excerpted or shown to the client,a cameraman is recommended.The facility will set-up either and give you a videotape at the end of the session.16.Get a check from finance to pay facility for incentives at beginning of
42、group17.Conduct the focus group,Focus Groups(Process-Continued),24,marketresearchMarket Research,Hello,my name is _ and Im calling from Focus on Chicago.We are interested in talking to people about their use of credit cards.I assure you that I am not trying to sell you anything and all answers will
43、be completely confidential.1.First,have you participated in an in-person market research study or discussion in the past 6 months?Yes1(Thank and terminate)No2(Continue)2.Are you the decision maker,or one the decision makers,regarding which banks or financial institutions your household uses?Yes1(Con
44、tinue)No2(Ask to speak to the decision maker)3.We are trying to speak to people who own credit cards from a variety of issuers.Please tell if you currently own each of the following credit cards.Do you own(read this)?An American Express CardYN(if do not own,thank and end)A Citibank Visa or MasterCar
45、dYNA BankOne Visa or MasterCardYNAn AT&T Universal CardYN,Focus Groups(Screening Example),25,marketresearchMarket Research,Electronic Focus Groups,Method of data collection by which participants are recruited(similar to traditional focus groups)to a central location and data is collected electronica
46、lly using individually hand-held dials.Data is instantly collected,summarized and displayed for client and moderator.,Testing advertising,marketing,PR campaignsNew product developmentMeasuring audience responseTraditional focus/group enhancement,Common uses:,26,marketresearchMarket Research,Can comb
47、ine data from several groupsHonest data as responses are confidentialInstant data collection allows forbetter interaction with moderator and clientsegmentation of respondents to“break out”groupsLower cost per respondentas electronic groups can handle larger quality of peopleAt end of group,videotape
48、 of session with data overlay provided,Advantages:,Sessions are more technical than traditional focus groups.System glitches,while infrequent,can interrupt flowNeed to spend more time up front to finalize questionnaire as system needs to be programmedWhile changes in discussion can take place easily
49、,changes to closed-ended questions are more difficult to incorporate once session is underwayBest to hire moderator familiar with technology as dual groups are paced differently than traditional focus groupsCan be respondent error if dial is used incorrectly,Disadvantages:,Electronic Focus Groups(Ad
50、vantages and Disadvantages),27,marketresearchMarket Research,Electronic Focus Group vs.Traditional Focus Group(1 of 2),28,marketresearchMarket Research,Electronic Focus Group vs.Traditional Focus Group(2 of 2),29,marketresearchMarket Research,Midland,TXPortland,MEBoulder-Longmont,COGrand Forks,MIPho
