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WEEK 1 Introduction MR: Major Outline  Marketing information system  Marketing research: Definition, basic versus applied  Examples of marketing research  Success and failures For any marketing decision, marketing research is important. Market information helps to find relevant information. Mark...

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WEEK 1 Introduction MR: Major Outline    

Marketing information system Marketing research: Definition, basic versus applied Examples of marketing research Success and failures

For any marketing decision, marketing research is important. Market information helps to find relevant information. Marketing research lies in between of making mkt decisions and mkt information. Marketing information system A marketing information system consists of people, equipment and procedures to gather, sort, analyse, evaluate and distribute needed, timely and accurate information to marketing decision makers. It supports marketing decision making. It helps to understand a customer’s wants and needs. It helps in the formulation of strategic plans and make future predictions.

MRIS help to connect. What is MR •

The application of the scientific method in searching for the truth about marketing phenomena

•

The process includes: –

Idea and theory development

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Problem definition

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Information gathering

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Analyzing data

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Communicating the findings and their implications(some ppl forget this goal)

Scientific method

•

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This definition suggests that marketing research information is: –

Not intuitive or haphazardly gathered

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Accurate and objective

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Relevant to all aspects of the marketing mix

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Limited by one’s definition of marketing

We explore marketing research as it applies to all organisations and institutions engaging in some form of marketing activity –

• • •

Can have an applied or basic research focus

2 categories—basic and applied Specific MR issue==applied MR Just understanding basic without any implications to decision making situation==basic MR(know y ppl buy lots toilet paper)

Basic MR •

Conducted without a specific decision in mind and usually does not address the needs of a specific organisation –

Attempts to expand the limits of marketing knowledge in general

–

Not aimed at solving a pragmatic problem

•

Can test the validity of a general marketing theory (one that applies to all of marketing) or can be used to learn more about some market phenomenon, e.g., social networking

Applied MR •

Conducted to address a specific marketing decision for a specific firm or organization

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Can be related to any marketing P’s.

•

Example: –

Should Green Mountain Coffee add cola to its array of pod-based beverages?

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Should Apple expend its market to car industry?

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How can Oculus additionally increase its brand awareness outside VR equipment market?

WEEK 2 Research process and research design:     

Major Outline Flowchart of marketing research process Decision problems versus research problems Research design Types of marketing research Research methods under each type of research

MR is influenced by the external mkt environment

Decision making it is defined as the process of developing and deciding among alternatives to resolve a problem. Step1: define research objectives Certainty: know everything, Uncertainty, complete ambiguity Problems: decline in profits, decline in market share Step2: Select exploratory research technique

Use existing information---secondary data, experience survey, case study, previous research, pilot study Step3: Define research questions/problems

Need to understand the scope. How problem is translated from definition to MR problem below. Theory leads to build hypothesis.

Step4: Select basic research method There are three types to choose from: Exploratory research: -

Chosen when limited information and knowledge and don’t know where to start from Explore all possible reactions Can get data from secondary data, experience survey, case study, previous research, pilot study

Descriptive research: -

Make sense of basic component structure like where, who, how, some facts or statistics

Casual research

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To build casual relationship If A changes B will also change accordingly It is important to know proper correlation Usage of research hypothesis

Step5: Select sample design (whom to research on?) Probability sampling: based on randomness -

Simple random: picking on probability of randomness like picking ppl who gets heads Systematic: every 10th person coming to supermarket Stratified: dividing ppl into sup parts and choosing eg: ilam residents Cluster: divide into clusters and then picking up

Non-probability sampling: not based on randomness -

Convenience: sample which is easy to approach Judgement Referral(snowballing) Quota Purposive

Step6: Gather data(how to get information/contact method) -

Face to face Telephone/cellphone/email Online using internet Sending mails Questionnaire

Each methods have specific interaction rate. Rewards to attract people. Need to consider ethics while researching. Step7: Edit and code data Needs to be translated alphabets and information to numbers to use software to analyse Step8: Analyse data Step9: Interpret findings pros and cons along with evidences and alternatives.

Step10: Reporting Present to the mkt manager

WEEK 3 Secondary data research: • • • •

Major Outline Advantages and disadvantages of using secondary data Objectives addressed by secondary data Sources of secondary data Globalisation on big data research

What is secondary research? The act of sourcing, evaluating and analysing secondary data can realise great insights for decisionmakers. It is also vital to successful problem diagnosis, sample planning and collection of primary data. Data gathered and recorded by someone else prior to and for a purpose other than the current project Advantages -

Available Faster and less expensive than acquiring primary data Requires no access to subjects May provide information otherwise not accessible

Disadvantages -

Uncertain accuracy

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No control

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Data not consistent with needs

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Inappropriate units of measurement

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Time period inappropriate (outdated)

Need to see these components to see what data to use?

Objectives of Secondary Studies

OBJECTIVES Fact finding (tracking): helpful to make sense of basic environment -

Identification of consumer behaviour for a product category Trend analysis Market tracking: observation and analysis of trends in industry volume and brand share over time Environmental scanning Information gathering and fact-finding that is designed to detect indications of environmental changes in their initial stages of development

Model Building: prediction model -

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A mathematical representation of the relationship between two or more variables Estimating market demands for geographic areas Forecasting sales Analysis of trade areas and sites Site analysis techniques—use secondary data to select the best location for retail or wholesale operations. Index of retail saturation—describes the relationship between retail demand and supply Advertising response

Data mining The use of powerful computers to dig through volumes of data to discover patterns about an organisation’s customers and products Applies to many different forms of analysis -

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Neural network: A form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information Market-basket analysis: A form of data mining that analyses anonymous point-of-sale transaction databases to identify coinciding purchases or relationships between products purchased and other retail shopping information Customer discovery: Involves mining data to look for patterns identifying who is likely to be a valuable customer

Database marketing The use of customer relationship management (CRM) databases to promote one-to-one relationships with customers and create precisely targeted promotions Effective database marketing requires vast amounts of secondary data to be integrated into a CRM system Enables firms to: -

evaluate sales territories identify most and least profitable customers identify potential market segments identify which products, services, and segments need the most marketing support evaluate opportunities for offering new products or services identify most and least profitable products and services evaluate existing marketing programs

Internal sources of secondary data Internal data are data that originate in the organisation Represent events recorded by or generated by the organisation Proprietary data is secondary data owned and controlled by the organisation Internal and Proprietary Data Examples: sales invoices, salespeoples’ call reports, customer complaints, service records, warranty card returns, product returns, etc. •

Enterprise search

Focuses on data within the enterprise’s internal network •

Open-source innovation

Effort that involves allowing other firms real-time access to otherwise proprietary data within the enterprise in an effort to expand the solution space developing innovations External sources of secondary data External data Facts observed, recorded by an entity other than the researcher’s organisation Information as a product and its distribution -

Libraries The Internet Vendors Producers

Periodicals, government, media, trade associations, and commercial sources

WEEK 4 Qualitative research:[dealing with primary data] Major Outline       

Qualitative versus quantitative Purpose of qualitative research Orientations of qualitative research Phenomenology; Ethnography; Grounded theory; Case studies Qualitative research tools Focus Group; Interview, Observation Ethics in qualitative research

What is qualitative research?[general overview] 

A stream of research that rejects that there is one true, objective and measurable answer to every question.

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We may believe or think different things but we are neither necessarily right nor wrong in what we believe/think.

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Looks to develop ideas.

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Looks to develop theory.

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Looks to help find meaning.

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Addresses marketing objectives through techniques allowing the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement.

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An unstructured, primarily exploratory design based on small samples, intended to provide depth, insight and understanding.

A Classification of Marketing Research Data [just a toolbox no need to memorise, today the focus on qualitative data]

Comparing Qualitative[non statistical] and Quantitative Research[statistical]

A Classification of Qualitative Research Procedures

Direct; the person knows what is happening.--- focus groups, depth interviews Indirect; disguised. To find what someone else might do to portray the behaviours.---projective techniques Qualitative Research Orientations Major Categories of Qualitative Research 1) Phenomenology – Originating in philosophy and psychology. 

A philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live.

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Seeks to describe, reflect upon, and interpret experiences.

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Relies on conversational interview tools… 

Respondents are asked to tell a story about some experience.

Subjective, determined by context. Different people have different opinions.(subjective)

2)Ethnography – Originating in anthropology.[about cultures] 

Represents ways of studying cultures through methods that involve becoming highly active within that culture.

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Participant-observation 

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Netnography 

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An ethnographic research approach where the researcher becomes immersed within the culture that he or she is studying and draws data from his or her observations.

The application of ethnographic procedures to online phenomena.

Observation plays a key role in ethnography.

3)Grounded Theory – Originating in sociology. 

What is grounded theory? 





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Represents an inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records.

Key questions: 

What is happening here?

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How is it different?

How is grounded theory used? 

Text analysis



Computerised software

Developing theory; Talking to ppl understanding their decisions and experiences

4)Case Studies – Originating in psychology and in business research. 



What are case studies? 

The documented history of a particular person, group, organisation, or event.



Themes are identified by the frequency with which the same term (or a synonym) arises in the narrative description.

How are case studies used? 

Commonly applied to business.

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Primary advantage is the ability to study an entire organisation in depth with meticulous attention to detail.

Focus groups 

An unstructured, free-flowing interview with a small group (approx. 6 to 12 people, relatively homogeneous, similar lifestyles and experiences) led by a moderator who encourages dialogue among respondents. (who does the research)

Cannot have too many people as it becomes hard as a focus group. Size is limited so everyone can give their opinions. WHERE 

A focus group session may typically take place at the research agency in a room specifically designed for this purpose. •



Agency facilities include studio-like rooms where the focus groups are conducted, viewed and recorded.

Participants receive refreshments prior to the focus group taking place to help create a more relaxed atmosphere conducive to a free exchange of ideas.

HOW 

Moderator: [person who leads the discussion] •



A person who leads a focus group interview and ensures that everyone gets a chance to speak and contribute to the discussion.

Qualities of a good moderator: •

Develops rapport with the group

•

Good listener

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Tries not to interject his/her own opinions

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Controls the discussion without being overbearing

Advantages of Online Focus Groups 

Geographical constraints are removed and time constraints are lessened.

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Unique opportunity to re-contact group participants at a later date.

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Can recruit people not interested in traditional focus groups: doctors, lawyers, etc.

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Moderators can carry on side conversations with individual respondents.

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There is no travel, video-recording, or facilities to arrange so the cost is much lower.

Disadvantages of Online Focus Groups 

Only people that have access to the Internet can participate.

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Verifying that a respondent is a member of a target group is difficult.

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There is lack of general control over the respondent’s environment.

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Only audio and visual stimuli can be tested. Products can not be touched (e.g., clothing) or smelled (e.g., perfumes).

Depth Interviews[individual] 

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Two basic types: •

Nondirective Interviews (just talking of uses of the product, less comparative)

•

Semi-Structured or Focused Individual Interviews (planned so easy to compare)

Nondirective Interviews: •



Maximum freedom to respond (so long as discussion is related to area(s) of research interest).

Semi-Structured or Focused Individual Interviews: •

Covers a specific list of topics or sub-areas (e.g., timing, exact wording, and time allocated to each question usually predetermined).

Depth Interview Techniques: Laddering[peeling layers to understand] 

A one-on-one interview between a professional researcher and a research respondent conducted about some relevant business or social topic.



Laddering – the line of questioning proceeds from product characteristics to user characteristics. This technique allows the researcher to tap into the consumer’s network of meanings.

Wide body aircrafts

(product characteristic)

↓ I can get more work done ↓ I accomplish more ↓ I feel good about myself 

(user characteristic)

Advertising theme: You will feel good about yourself when flying our airline. “You’re The Boss.”

Projective Techniques Definition[implying somewhere else] 

An unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern.



In projective techniques, respondents are asked to interpret the behavior of others.

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In interpreting the behavior of others, respondents indirectly project their own motivations, beliefs, attitudes, or feelings into the situation.

Word association Completion technique 

In sentence completion, respondents are given incomplete sentences and asked to complete them. Generally, they are asked to use the first word or phrase that comes to mind.

Ppl who eat at mcdonalds are…. My friends think mcdonalds is… Mcdonalds is the place to go wen…. Most ppl think mcdonalds is… Mcdonalds remind me of…. 

A variation of sentence completion is paragraph completion, in which respondents complete a paragraph beginning with the stimulus phrase. Detailed paragraph



In story completion, respondents are given part of a story – enough to direct attention to a particular topic but not to hint at the ending. They are required to give the conclusion in their own words.

Construction Techniques [thru pictures] 

With a picture response, respondents are asked to describe a series of pictures of ordinary as well as unusual events. The respondent’s interpretation of the pictures gives indications of that individual’s personality.



In cartoon tests, cartoon characters are shown in a specific situation related to the problem. Respondents are asked to indicate what character might say in response to the comments of another character. Cartoon tests are simpler to administer and analyse than picture response techniques. :imagination

Expressive Techniques 

In expressive techniques, respondents are presented with a verbal or visual situation ...