Figure 1.1 Introduction to Marketing Research: An Overview
Opening Vignette
Be a DM!
Be an MR!
Introduction to
Marketing
Research
Definition of Marketing Research
What Woulld You Do?
Experiential Learning
MKT 631
Fig. 1.2
A Classification of Marketing Research
Fig 1.3
Marketing
g Research Process
Fig 1.4
The Role of Marketing Research in Decision Making
Fig
1.5
The Information Value Chain for Marketing Research
Fig 1.6
Application to Contemporary Issues
International
Technology
Ethics
Figure 1.1 Introduction to Marketing Research: An Overview (cont.)
Definition of Marketing Research (Figure 1.2)
Marketing research is the systematic and objective
Marketing Research Industry
Fig 1.7
Table 1.1
Selecting a Research Supplier
Be a DM!
Be an MR!
Careers in Marketing Research
The Role of Marketing Research in MIS and DSS
What Wou
uld You Do?
Experiential Learning
E
Opening Vignette
ƒ
ƒ
ƒ
ƒ
ƒ
identification, (1)
collection, (2-4)
analysis, (5)
dissemination, (6) and
use of information
for the purpose of improving decision making related to the
Fig. 1.8 and 1.9
ƒ identification and
ƒ solution of problems and opportunities in marketing.
Application to Contemporary Issues
International
Technology
Ethics
Figure 1.4 The Marketing Research Process:
Figure 1.3 A Classification of Marketing Research
Group Project
Marketing
Research
Step 1: Defining the Problem (Decision problem: what should
mgt do? Research problem: what info is needed?) [Chapter 2]
Problem
Identification
Research
Problem
Solving
Research
Step 2: Developing an Approach to the Problem
(analytical framework, research qtns, hypotheses) [Chapter 2]
Step 3: Formulating a Research Design (procedure needed
to obtain required info; conducting prelim research and defining variables
and designing appropriate scales)
•Market Potential Research
•Market Share Research
•Image Research
•Market Characteristics
Research
•Forecasting Research
•Business Trends Research
•Segmentation Research
Step 4: Doing Field Work or Collecting Data
•Product Research
•Pricing Research
Step 5: Preparing and Analyzing Data
•Promotion Research
•Distribution Research
Step 6: Preparing and Presenting the Report
1
Figure 1.5 The Role of Marketing Research in Marketing Decision Making
Customer Groups
• Consumers
• Employees
• Channel Members
• Suppliers
Uncontrollable
Environmental
Factors
• Economy
• Technology
• Competition
• Laws and
Regulation
• Social and Cultural
F
Factors
• Political Factors
•
•
•
•
Figure 1.6 Marketing Research Industry: Supplier and Services
Research
Suppliers
Controllable
Marketing
Variables
Product
Pricing
Promotion
Distribution
(assess info needs and provide
relevant, accurate, reliable, valid and
current info to aid mgt decision)
Full Service
Providing
Information
Marketing
Decision
Making
Assessing
Information
Needs
Limited Service
Syndicated
Services
Figure 1.8 The Development of MIS and DSS
+
External
Market
Information
=
Marketing
Information
Systems
Internet
Services
Customized
Services
Marketing Managers
•Market Segmentation
•Marketing Programs
•Target Market Selection •Performance and Control
Internal
Billing,
Production,
and Other
Records
External
Internal
Marketing
g Research
Field Services
Figure 1.9 Marketing Information Systems (MIS)
vs.
Decision Support Systems (DSS)
MIS
Decision
Support
pp
Systems
Expert Systems
Marketingg
Researcher
P bli
Public
Respondents
DSS
• Structured problems
• Unstructured problems
• Use
U off reports
t
• Use
U off models
d l
• Information
displaying restricted
• Adaptability
• Can improve decision
making by clarifying
new data
• Can improve decision
making by using “what
if” analysis
Figure 1.10 Stakeholders in Marketing Research:
An Ethical Perspective
Client
Other Services
Product Research
•
•
•
•
•
Concept testing
Product testing
Brand name evaluation
Package testing
Product positioning research
2
Pricing Research
• Indicates whether coupons or discounts are
effective
• Price differences
• Does higher price mean higher quality?
Distribution Research
•
•
•
•
Supermarket space management
Interactive media and home delivery
Warehouse locations
Retail sites
Classification of Marketing Research
Promotion Research
•
•
•
•
•
•
Premiums (prizes, give-aways)
Coupons
Sampling deals
Sales promotions
Advertising research
Media Research: television, newspapers,
magazines, radio, etc.
Example(cont’d)
Example
A: marketing manager of Proctor & Gamble (P&G)
B: marketing researcher at NSU Consulting
A: The sales of our “AAA” shampoo[Shampoo
& conditioner in one] has been declining in
recent 3 years. What is the problem? I think the
quality of our “AAA” is very high. Then why is
our sales still declining?
Is it due to the competitors? Do we lose our
market share, then?
Example(cont’d)
Market share of “shampoo & conditioner in one” market
Market share of “shampoo-ONLY” market
P&G
Firm A
B
C
Total Sales(mil.)
_________________________________________________
1998 25 %
20 %
15 %
10 % 70 % $ 400
1999 27 %
20 %
15 %
8 % 70 % $ 300
2000 28 %
20 %
15 %
7 % 70 % $ 150
2001 32 %
20 %
13 %
6 % 72 % $ 100
_________________________________________________
P&G
Firm A
B
C
Total Sales(mil.)
_________________________________________________
1998 30 %
16 %
14 %
10 % 70 % $ 200
1999 20 %
15 %
15 %
20 % 70 % $ 250
2000 10 %
17 %
18 %
25 % 70 % $ 400
2001 5 %
17 %
13 %
30 % 70 % $ 500
_________________________________________________
3
Example(cont’d)
Problem identification research
Problem solving research
Example(cont’d)
B: We found that you did not seriously consider the re-growth
of the “shampoo-only” market. You are also losing your
market share in the shampoo-only market. You may want to
change your strategic focus from “shampoo & conditioner in
one” to “shampoo-only” market. You may consider
changing
h i the
h price
i off your “shampoo-only”
“h
l ” brand
b d andd
advertising format for that brand in order to attract
consumers to your brand.
A: How much do I need to change the price and what would be
an appropriate advertising format?
• Sales research
• Market share research
• Market potential research
B: OK. Let’s see.
Example(cont’d)
B: Following our analysis of consumers’ price sensitivity and
the influence of advertising on their brand choice, we found
that you need to decrease your price of your rand(‘shampooonly’ product) to $ 3.99 and create a more image-oriented
advertising format.
Problem identification research
Problem solving research
Final Thoughts
• M.R. is NOT about Information, Knowledge per
se
– it is not about research
• M. R. is about Decisions
– it is about Searching for Correct Decisions
Pricing research
Advertising research
4