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20% for mid-term exam 20% contribute to the class in smart and intelligent manner. 40% final exam Case study: individual 20%. 20 mins presentations. Descriptive, analytical Decision, draw conclusion, or sugesstion Can have some lead questions to analyze the case study.

Session 1
Marketing terms
A priori: its the most common form of segmentation used by marketers. It involves segmenting the markets on the basis of assumptions, customs or hunches. Examples: A posterio: conclusion or judment based on induction. It begins with observed facts and phenonmenon, and infers their underlying causes. Adaptive scripting: is a tailored list of questions. The respondents response dictates which question to ask next. A/B testing: a method of testing for an advertsing campaign that involves two different versions of a web page to see which is more effective Ad Recall: This measures a respondents recollection or recall of an advertisement. The respondents answers provide insight to the most memorable attribute of the advertisement. Generally, ad recall is requested immediately after the respondent views the advertisement. Recall is lessened over time.

Summary of the book

Summary of the book differentiate or die http://www.amazon.co.uk/Differentiate-Die-Survival-Killer-Competition/dp/0471028924

Questions
1. Top 5 marketing research companies in the world:

1.Nielsen America: * Consumers information. Take 5000 samples of consumer. * Nielsen panel

2.Kantar Group based in England 3.Ipsos - France 4.GfK Germany 5.Symphony IRI - America
In Vietnam: Truong Doan Marketing group (1993), FTA Research & Consultant (2002)

Session 2: Quick Revise Job of MBA is to take decisions and need information. Determining when to conduct marketing research Time constraints Availability of data Nature of the decision: strategic or tatical importance Benefits vs. cost: time, money. o Benefits: take decisions based on information o

STP: Marketing Strategy 4Ps: implement the marketing strategy. Type I, 2 error: go error, commission error.

Marketing research suppliers & services. Try to find out some examples. HIT Map MBA plus: get to know must-be book in marketing

Session 2
Revised questions The book of the week: Why we buy Paco Underhill. Talk 3 mins. about this book MR is the systematic and objective process of generating information for aid in making marketing decisions. Generating information includes tasks suc as identify, collect, ananlyse, disseminate MR is the function that link the consumer, the customer, and public to the marketer through INFORMATION. Two ways of classifying MR: To indentify the problem, prolem solving research. Classify and applied research. -----------------Qualitative Research vs. Quantitative research Homework: Customer profiling: + Typography PoS Research (Point of Sale Research): Products, small items near checkout counter impulse purchase behavior, payment mechanism, ROBO effect (Research Online Buy Offline): customers are researching online before buy offline. (Opp. showrooming) Balanced scale: A type of rating scale in which give the respondents an equal number of positve and negative choices Nielsen Retail Index: A store audit-based service to measure retail sales of food, household supplies, beauty aids, and related products sold through supermarkets and major retailers. Price sensitivity analysis: determines a range of acceptable prices and an optimal price point based on an analysis of price/value ratings obtained from consumers (j.n.d = just noticable difference).

Marketing Research problems: Which information do you need to collect? The decision problem faced by management must be translated into a market research problem in the form of questions that define the information that is required to make the decision and how this information can be obtained. Thus, the decision problem is translated into a research problem. For example, a decision problem may be whether to launch a new product. The corresponding research problem might be to assess whether the market would accept the new product. The objective of the research should be defined clearly. To ensure that the true decision

problem is addressed, it is useful for the researcher to outline possible scenarios of the research results and then for the decision maker to formulate plans of action under each scenario. The use of such scenarios can ensure that the purpose of the research is agreed upon before it commences.b Monday 7/10/2013 Trash bag company in Thailand: Local companies Young and Rubican company Weekly book: Brand Sense LindTrom Brand sensory: Sight, Sound , Smell, Taste, Touch, Listening. Advertisement: have perfurm in the corner of brocher. In india: biscuit with tea. Bus stop: biscuit smell with milk Remarketing strategies for online shopping.

Managements problematic decision world. Management decisions: A beverage should we launch the new products. Marketing research problems: Is this product accepted by customers. Market size, customer preferences, design, brand recognition, pricing strategy. Session 3: Overview of research design The way we carry out the research. A classification of market research designs Exploratory vs. Confirmatory research: Malaysia: good at sugar cane, texttile, sun on the beach. Pilot studies: alpha testing, Beta testing (unsupervisor, more real life testing).

Confirmatory research: Descriptive desgin (): Examples: Big Sales of Thailand is in the mid-year, Songkran festival. Should we offer a 20THB less or coupon redemtion or buy one get one? Which one will work well? ANNOVA, POST-HOC ANNOVA Causal design (experiment): Music in supermarket does the fast music affect consumer behavior.

Exploratory research technquies: Case study designs: Studying a case in its totality Studying units or processes or projects within a single case (embedded)

Single- embedded: most of the MBA cases lied in this area. Single-holistic approach Confirmatory research techniques: Types of Conclusive research: descriptive vs. causal research.

Common characteristics of descriptive studies Luxury (sun glasses, watches, ): used in public

HOMEWORK A questionaire design: one page questionaire individually. Desgin a particular research problem for which you collect data through survey.

Look at the scenarios: 10 research questions. This week: find the topics.

14/10/2013 Back checking: A quality control process by which the eligibility of market research participants is checked after they have taken part in a study, usually by re-contacting a proportion of them Back room: offers specialist marketing support and training, as well as assistance with all elements of design and promotion on a personal and affordable leve Benchmark: Best light phenomenon Blind test Cohort analysis Cross elasticity

Delphi approach. Brand Sense LindTrom

Text book: Marketing Research: A practical approach Bonita Kolb Weekly book: Moment of Truth New strategies for todays customer driven economy

Next week: Email Dr. 1. What do you think the issue relating to marketing research in the case? 2. Assume you are a teacher. What questions will you raise based on the case? Case analysis rate (20 marks) session 9 and 10: Email diagnosis Presentation content How do you responde the questions? Q&A after the presentation session.

Mid-term exam in early November Questionaire Desgin: Send it before the 2nd week of November it is not every question that deserve an answer Publius Syrus 1. Major decisions in Questionaire Design 2. Phrasing Questions Open-ended questions: Fixed-alternative questions: 3. Types of questions Structured: Unstructrued: 4. Questionaire design check list Step 1: information needed Step 2: interviewing method Step 3: Individual Questions o No need the name o 16 questions to measure the service quality Step 4: Inability/Unwillingness to Answer Overcoming the inability to answer: Can the respont Articulate? Increasing the willingness of the respondents Step 5: Question Structure Step 6: Question wording

Step 7: Question Order Step 8: Form & Layout Step 9: Questionaire Reproduction Step 10: Pretesting

Brand Personality???????