What’s in a Number 1?
The DRIVER, The DOER. The COMMAND SPECIALIST
1’s are:
action oriented
decisive
problem solvers
direct
assertive
demanding
risk takers
forceful
results oriented
agitators
determined
independent
self-reliant
competitive
adventuresome
When 1’s speak, they:
•Are faster and louder
•Speak with more statements
•Focus on tasks
•Use facts and data
•Speak in a monotone
1’s display physical qualities such as:
•pointing at others
•leaning forward to speak
•use of direct eye contact
•closed hands
•rigid posture
•controlled facial expression
1’s are recognized by behaviour such as:
•reacting quickly
•making a great effort to get involved
•showing little concern for being cautious in relationships
•working in the present time frame
•acting directly
•a tendency to reject inaction
•needing excitement
•being personal
In order to grow 1’s must
LISTEN
When a 1 is under stress, they:
Become AUTOCRATIC
Need POWER
On a good day, a 1 is seen as:
•Strong willed
•Independent
•Practical
•Decisive
•efficient
On a bad day, a 1 is seen as:
•Pushy
•Severe
•Tough
•Dominating
•Harsh
1’s need to learn:
•HUMILITY, FEELINGS, LISTENING TO OTHERS, TO
FOLLOW
• 1s measure progress through results. They are goal-oriented and
may run over people to get there
•1s must be allowed to know the score, to get competitive situations
and win (or appear to win)
•1s need leaders that allow them freedom to do things their way
•1s always want to save time. As a result, they come across as busy
and efficient
•1s receive approval and support from getting the job done well and
on time
•1s are most effective in positions of authority and responsibility
•1s rely on the power of their competence. They know they’re strong
enough to “wing it”
•1s are excellent at jobs that allow them to organize.
When a 1 works with another 1:
They must first agree in advance on goals, allow each other freedom
to work within in agreed upon limits, allow each other to wine and
be in charge
When a 1 works with a 2:
The 1 must be more open about him/herself and his/her emotions,
relax time constrictions, give 2s, incentives, let the 2 win, provide the
2 with public recognition, loosen up, play.
When a 1 works with a 3:
The 1 should show personal concern for the 3, provide the 3 with
details and specifics, acknowledge the 3s contributions, be
supportive of 3’s efforts and accomplishments, build a relationship.
When a 1 works with a 4:
bring facts and logic in writing, be patient while the 4 evaluates,
assist a 4 in coming to decision, work with the time limits.
WHAT IS
MARKETING
RESEARCH?
Marketing
A process of planning and
executing the conception, pricing,
promotion, and distribution of
ideas, goods and services to
create exchanges that satisfy
individual and organizational
objectives.
The Marketing Concept
The whole of the organisation should be
driven by a goal of serving and satisfying
customers in a manner which enables the
organisation’s financial and strategic
objectives to be achieved.
What is Research?
MARKET RESEARCH
The Systematic and Objective
identification, collection, analysis and
dissemination of information about
markets, organizations and people
undertaken to improve decision
making related to identifying and
solving problems (also known as
opportunities) in marketing.
Why do
Organizations Need
Market Research?
Knowledge is power
•reduce the uncertainty in the decision-making process
•increase the probability and magnitude of success.
•better understand their customers.
•marketing budget is effectively targeted and well spent.
•development of new products
•help to determine the most appropriate and profitable
launch program
•to gain an understanding of the competition
•target new markets or business opportunities
Bottom Line: Profits and Shareholder Value
What sort of
information is needed –
generally?
A
ccurate
“It ain’t the things we don’t know that gets us in trouble.
It’s the things we know that ain’t so.”
Artemus Ward
R
elevant
“ When a man does not know what he is Seeking, no
wind is the right one” Seneca
Timely
We are in the information age - timely information has
tremendous value
What sort of decisions
does management face
that require
information (i.e.
Marketing research)
Product
Oreo conducts taste test, Oreo cookie vs. Chips Ahoy
Price
Safeway does a competitive pricing analysis
Promotion
How many consumers recall the “Life Tastes Good. Coca
Cola!” slogan?
Place
Caterpillar Tractor Co. investigates dealer service program.
What are the Major Sources of
Information?
•
•
•
•
Marketing Research
Customer Databases
Internal Reporting Systems/ Scanner Data
The Internet / On-line Sources
What are Two main sources of information?
– Secondary Research
• Existing studies, census data, articles
• Internet, library, trade journals
– Primary Research
• Create your own questions
• Find your own answers by asking people what
they think, feel, know, etc.
• Common methods include:
– Focus groups, surveys
What are the Two main types of information?
– Qualitative
• “How do people feel about the color purple?”
• Not predictive of market behavior
• Qualify needs, wants, preferences
• Focus Groups, In-depth interviews
– Quantitative
• “How many people like the color purple?”
• Predictive if done correctly
• Surveys: Telephone, Mail, Intercept, Internet
In February 2002 the Alberta
Liquor and Gaming Commission,
lifted the moratorium on new
casinos in Alberta. What sort of
market research projects might
be of value to a company
thinking of opening a new casino
in Calgary.
Applied Marketing Research
Example
• Should McDonalds add Italian pasta dinners to
its menu?
• Marketing research told McDonald’s it should
not?
• Should Procter & Gamble add a high-priced
home teeth bleaching kit to its product line?
• Research showed Crest Whitestrips would sell
well at a retail price of $44
Analyze Marketing Performance
• This year’s market share is compared to last
year’s.
• Did brand image change after new
advertising?
Determining When to Conduct
Marketing Research
•
•
•
•
Time constraints
Availability of data
Nature of the decision
Benefits versus costs
Anecdotal evidence suggests that
although customers like the performance
and comfort of the Ford Crown Victoria.
They are not overly enthusiastic about it’s
design, however. Ford has decided to hire
an external market research company
(i.e. you) to find out how the public are
likely to feel about a new design. What
steps would you take to provide this
information?
Would you talk only to men?
Would you talk only to current owners?
Would you talk to only 10 people?
Would it matter if you asked them about
Ford Escalade?
Would it matter if did a multiple regression
analysis?
Marketing research works because, by talking to a
relatively small number of people, it is possible to find
out about a far larger number.
But…..
 it only works if you talk to the right number of
people,
 it only works if you talk to the right type of
people and
 it only works if you ask the right questions
 and analyse the data you get in the right way.
The Marketing Research Process
•
•
•
•
•
•
Problem identification
specifying what information is required;
designing the method for collecting information;
managing and implementing the collection of data;
analyzing the results; and
communicating the findings and their
implications.
Alice: “WOULD YOU PLEASE TELL
ME WHICH WAY I OUGHT TO GO
FROM HERE?”
Cheshire Cat: “THAT DEPENDS ON
WHERE YOU WANT TO GO”
Lewis Carroll
The Marketing Problem versus
the Marketing Research Problem
A distinction must be made between the management
problem and the marketing research problem.
Management Problem
Marketing Research
Problems
• Focus on symptoms
• Focus on causes
• Action oriented
• Data oriented
Getting Started
• Methods
– Use a mix of methods
– Start with Secondary
research
– Use Primary research
to fill in specific gaps
– Mix qualitative &
quantitative
• Gathering Data
– DIY
– Outsource
Which Methods Work Best?
•Focus Groups
– Explore how people feel about your concept
and why they feel that way.
– Show concepts, get immediate feedback
– Change questions on the fly
– 4-10 people make a group
– Recruit the right people - offer an incentive
– 1.5 to 2 hours on average
– Audio/video recording
Which Methods Work Best?
Observational Research (Ethnography)
– Roots in anthropology - observe people doing
things in specific environments.
– Record observations - video, paper, audio
– Quantify observations to analyze
– Enrich information with understanding of why
people do what they do - ask them.
Which Methods Work Best?
Surveys
– Mail, telephone, intercept, internet
– Establish measures of awareness, quality,
service, market share
– Predict how many people will buy “x”
– Statistically valid findings if...
Rules for Predictability
• Sample must be chosen at random from
defined population
• Sample size determines confidence in data
• More confidence = more predictable
– n 100 = 90% ±5
– n 400 = 95%±5
– n >1,000 = 98% ±3