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1、Marketing Research andInformation,Week 3,What is marketing research?,Marketing research is defined as the systematic design,collection,analysis and reporting of data and findings relevant to a specific marketing situation facing the company.,Why market research?,Marketers have many questions they wo
2、uld like answers to:What doubts do consumers have about our products?Does it pay to introduce new packaging?Why are our sales declining?Which regions/countries should we expand in?How effective was our recent ad campaign?,The marketing research process,Figure 6.1 The marketing research process.,Step
3、 1:Define the problem,Define the problemSpecify decision alternativesState research objectives,Step 2:Develop the research plan,Research approaches,The traditional marketing research approach,The traditional marketing research approach means that desk research comes first,providing information for t
4、he qualitative research,which in turn feeds into the quantitative work.,Research instruments,Questionnaires Qualitative measures Technological devices,Questionnaires dos and dontsKKBGH:220,Ensure questions are free of bias Make questions simple Make questions specific Avoid jargon Avoid sophisticate
5、d words Avoid ambiguous words,Avoid negativesAvoid hypotheticalsAvoid words that could be misheardUse response bandsUse mutually exclusive categoriesAllow for other in fixed response questions,Question types dichotomous,In arranging this trip,did you contact Virgin Atlantic?Yes No,With whom are you
6、traveling on this trip?No one Spouse Spouse and children Children only Business associates/friends/relatives An organised tour group,Question types multiple choice,Question types-Likert scale,Indicate your level of agreement with the following statement:Small airlines generally give better service t
7、han large ones.Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree,Question types semantic differential,Virgin AtlanticLarge.SmallExperienced.InexperiencedModern.Old-fashioned,Question types importance scale,Airline food service is _ to me.Extremely important Very important So
8、mewhat important Not very important Not at all important,Question types rating scale,Virgin Atlantics food service is _.Excellent Very good Good Fair Poor,Question types intending to buy scale,How likely are you to purchase tickets on Virgin Atlantic if in-flight Internet access were available?Defin
9、itely buy Probably buy Not sure Probably not buy Definitely not buy,Question types completely unstructured,Source:Getty Images,What is your opinion of Virgin Atlantic?,Question types word association,What is the first word that comes to your mind when you hear the following?Airline _British _Travel
10、_,Question types sentence completion,When I choose an airline,the most important consideration in my decision is:_.,Question types story completion,I flew Virgin a few days ago.I noticed that the exterior and interior of the plane had very bright colors.This aroused in me the following thoughts and
11、feelings.Now complete the story._,Qualitative measures,Qualitative measures,Situation-projective technique,respondents are shown drawings of situations involving the brand(e.g.a woman driving a Mercedes)and asked to describe:the situationstheir thoughts/feelings of the people involved,object-project
12、ive techniques(OPT),respondents are asked to describe the brand in terms of:an animala vegetablea country,etc.,Technological devices,Sampling plan,Sampling unit:Who is to be surveyed?Sample size:How many people should be surveyed?Sampling procedure:How should the respondents be chosen?,Types of samp
13、les,Table 6.2 Probability and non-probability samples,Contact methods,Pros and cons of online research,AdvantagesInexpensiveFastAccuracy of data,even for sensitive questionsVersatility,DisadvantagesSmall samplesSkewed samplesTechnological problems Inconsistencies,Active contact,Some market research
14、is done with willing consumersTop Gear:Viewers voted for their top driving songCD launched,What is qualitative research?,Definition:“techniques of data collection and analysis that rely on non-numerical data”(Cassell et.al.,2006:162)Techniques focus on textual data or visual imagesSounds,pictures,vi
15、deos,music,songs,poetry,etc.,Quantitative or Qualitative(complementary not competitive),Quantitative research focus:“the degree in which phenomena possess certain properties,states and characters”;Qualitative research focus:“the properties,the state and the character(i.e.,the nature of phenomena)”(L
16、abuschagne,2003:100),Closer to real life,Focus groups can be to detached from real life artificialGrowth is observational researchAccompanied shoppingSitting with internet shoppersLiving with consumersMystery shopping,Direct human observation,How it is done:Researcher behaves as a normal customer,an
17、d unobtrusively observes interactionsWrites-up detailed field notes(including verbatim commentsAnalyses and compares observations,Problems with direct human observation,A time-consuming techniquePotential for mistakes in registering what is going onDoes not accurately gauge customers perception of t
18、he encounter(including situational factors)Research recall may be biased or limitedPotential to observe covertly may be limitedDanger of influence(“observer effect”),Consumer-to-consumer conversations,Examined stranger conversations within an extended service experienceNatural setting:observation of
19、 65 rail journeysvarious routes(in UK)different times and days of week300 pages of field notesIdentified:10 types of passenger behaviourvarious roles of C2C conversation:Operational and socialconversation sequence patterns,Video observation,The researcher:observes and inconspicuously films encounter
20、sor just views the filmFilm:captures body language and tone of voiceallows a focus on the early stage of the encounter before it is known to be a critical interactioncan be viewed many timescan be viewed by the whole research team(hence enables discussion)can be used as input to customer interaction
21、 training,SAS study:observation research using video cameras,Based on 3,500 h of video data“By observing customers in real situations we get a more objective impression of how they behave”Enabled a passenger definition of travel experienceRevealed a huge variety of passengers activities 40 problems
22、identifiedHelped understand needs and expectations-50 minor improvements resulted,Video observation,Everyday Lives:Films people doing everyday thingsShopping,preparing food,brushing teethFilm analysed for new opportunities,Study references,Gustafsson,A.,Ekdahl,F.and Edvardsson,B.,(1999),“Customer focused service development in practice:A case study at Scandinavian Airlines System(SAS)”,IJSIM,10(4):344-358.Harris,K.and Baron,S.(2004),“Consumer-to-Consumer Conversations in Service Settings”,Journal of Service Research,6(3):287-303.,
