Introduction to
Marketing Research:
Part II
(Click icon for audio)
Dr. Michael R. Hyman, NMSU
Marketing Research Activities
2
3
4
Research by
Type of
Marketing Mix
Decision
5
6
7
Research by Stage in Product Life Cycle
8
Planning
and
Research
Process for
New
Product
9
Qualities of a Good Researcher
10
Help manager
to understand
real problem
Select among
viable
alternatives
11
Structures analysis
12
Fits technique
to problem
13
Good
communication
skills
14
Avoids
needless
jargon
15
Other Qualities
• Careful and conscientious
• Uses insider expertise
• Recognizes overt and covert purposes
for marketing research
• Before doing research, knows
– Manager’s decision rule
– Decision time horizon
– Impact of wrong decision
16
Top Things Clients Want in a
Research Company or Department
•
•
•
•
•
•
•
•
•
•
Maintains client confidentiality
Honesty
Punctuality
Flexibility
Delivers against projects specifications
Provides high-quality output
Responsive to client’s needs
High quality-control standards
Customer-orientated in interactions with client
Keeps client informed throughout a project
17
18
19
Manager-Researcher Conflict
20
21
Reasons for Manager-Research Conflict
Managers
Researchers
1. Decision oriented
1. Technique oriented
2. Intuitive
2. Analytical
3. Managers like to confirm
3. Researchers like to explore
4. Time orientation toward:
a. project immediacy (“I need
it now.”)
b. results about future behavior
(“what will sales be next year?”)
4. Time orientation toward:
a. Prolonging project (“later when
we have time for a complete study”)
b. Results about past behavior
(“our trend has been . . .”)
5. Frugal (“keep the cost down”)
5. Not cost conscious (“you get what you
pay for”)
6. Results orientation:
a. Managers do not like surprises--when
surprised they tend to reject the results
b. Concern (“aren’t we number one yet?”)
c. Certainty (“is it or isn’t it?”)
6. Results orientation:
a. Researchers love surprises
b. Abstraction (“our exponential gain. . .”)
c. Probability (“may be”)
7. Proactive
7. Reactive
22
Possible Jobs in Marketing
Research
23
24
25
26
27
28
Recap
• What is marketing research?
– How is it related to MIS?
• When to do and not to do marketing
research
• Basic marketing research activities
• Qualities of a good researcher
• Manager-researcher conflict
• Possible jobs in marketing research
29