Escolar Documentos
Profissional Documentos
Cultura Documentos
Product Levels
Space Levels
Time Levels
Global Sales
Application of MR Marketing research activities can be divided into four main strategic categories:
Market Analysis
Market Segmentation
Describing a market
Penetrated Market
Current number of users of a product or a service and the sales volume generated by them. Those people who have an interest in buying the product or the service Those people in the potential market having an ability to use the product/service. The market that the firm can effectively compete in
Source of Information :
Potential market
Available Market
In choosing the appropriate forecasting method, the analyst must consider the following:
The data that can be used: The accuracy, currency, representativeness, representativeness and extensiveness of data must be assessed before choosing a technique. The Technique: The analyst must have adequate knowledge about the technique and its limitations; he/she must be comfortable with it. Cost: Greater accuracy involves greater cost. Cost Vs. level of accuracy demanded must be assessed before choosing the technique Time horizon: The method or technique must be the most appropriate for the period of time in question.
5
Surveys of buyer intentions Sales-force opinion Expert opinion Time dependent approaches
time-series analysis,moving average,exponential smoothing, statistical demand analysis etc. linear programming, transportation algorithm, assignment models, PERT/CPM Network models, Decision Tree analysis, Inventory models, Markov Process, Queuing, Simulation etc.
Segmentation Research I
Segment
refers to a unique group of customers or potential customers who share some common characteristics that differentiate them from others. Segmenting and choosing the optimum market is called target marketing and is a vital marketing skill.
demographic variables geographic variables geodemographic variables psychographic variables behavior patterns
8
Segmentation Research II
Geographic segments:
Based on consumers geographic location including streets, towns, cities, provinces, countries, regions, continents, trading and/or political blocks, such as AFTA, NAFTA, ASEAN etc. based on variables such as age, sex, level of education, marital status, family lifecycle, job type and level of income etc. based on variables such as house-type and locations, for example, people who live in high-rise apartment complex
Demographic segments:
Geodemographic segments:
Psychographic segments
developed on the basis of the psychological profile of people and includes variables such as attitude, lifestyle and personalities of people. based on behavior pattern of people such as consumption behavior such as heavy user, medium user, light user etc. and on the basis of other benefit enjoyed.
Behavioral segments
10
Customer type
Product Research
Idea Generation
Includes alternative specifications for product concepts utilizing end user analysis or problem analysis. Refers to initial screening of consumer reactions to new product concepts. Not effective for products that are radically innovative and for products that require significant changes in the consumption pattern. involves testing the product in the market
12
PRODUCT RESEARCH
Identification of new product, application, process and technology Development of product, process and technology Improvements in the existing product and process Scale up studies to take up development work from lab scale to commercial scale Cost effective measures either by suggesting alternative route or process of manufacturing of a particular product Rendering technical help in preparation of product, application and safety data sheet for capturing market Providing opinion report on the existing product as well as process Product differentiation etc.
Focus groups and direct observation provide insights for product development. Secondary data, Group discussion, Brainstorming [ on a given problem] Problem Inventory Analysis -->Examining Customer complaints Attribute based customer surveys Involves listing all the product attributes and then systematically modify one or more of them to see what would improve the product. Morphological Analysis Involves identification of the relevant dimensions of the product under study and enumeration of relevant variables with each dimension identified. Imitation, Acquisition, licensing
14
Determine customer attitude towards the product concept or idea. Measure customers reaction towards the products attributes, e.g.. packaging, color, size, etc.. Predict the trial rate of the intended product Determine whether the product concept warrants further development and provide guidance on how the concept might be improved or re-defined.
Questions are to be formulated carefully to capture and effectively communicate the spark of an idea.
Demonstration
15
Q E TO I E S US I N T M
T PC LQ E TO S Y I A US I N
U iq e e so t eI y u o in n h wd f r n ist ispo u t c mae t n u n s f h n o r p io , o if ee t h r d c o p r d o c ne t ocp oh r e isin po u t int emr e? t e x t g r d c s h ak t Po u t at ib t Wa d y up r ic lalylik a o t t es a eo t is r d c t r ue h t o o at u r e bu h hp f h po u t r d c? Ue sr Wudy ub mr lik lyt b yt ispo u t f r y us lf o l o e oe e o u h r d c o o r e o a ag t f r s mo ee e r s if o o e n ls ? Pic / a e r eV lu Wi ho t esae e t s o nint isc r b s d s r e hc f h t t mns h w h ad e t e c ib s Rat n e cio h wy uf e a o t t epo u t ( h wc r sw h o o e l b u h r d c? S o ad it c m e t e pe s gr a t n ) o mns x r s in e cio s . P c o P r h s Weew u y us o f r t epo u t la e f uc a e h r o ld o h p o h r d c? Fe u n yo r qec f H w f e w u y ub yt ispo u t o ot n o ld o u h r d c? pr hs uc a e Oea imr s io r m h t y uh v le r t a o t t epo u t w ic v r ll pe s nF o w a o a e an b u h r d c, h h w r / ha e [ h ws m w r s p r s s b s d s r e odp r s s s o o e od / ha e ] e t e c ib s y u r a t nt t ispo u t o r e cio o h r d c
16
Uncovers product shortcomings evaluate commercial products evaluate alternative formulations uncover the appeal of the product to various market segments gain ideas for other elements of the marketing program
17
Product/Market Testing II
Technical Testing on a prototype provides information on product shelf life, product wear/tear rates, problems regarding use/consumption, potential defects, maintenance schedule Preference and satisfaction testing
Simulated test marketing [laboratory test markets] provides insights to potential market response/market share
18
Three Approaches:
Test Product --> brand leader Several test products are developed for testing against one another to determine which one attains the highest level of consumer acceptance. Test product --> Performance of a successful product which may not be involved in the test. A seldom used technique.
19
Objective:
To obtain reasonable prediction for performance of a new product; To understand the contributing factors underlying a particular performance; To provide management with the opportunity to pre-test alternative marketing strategies.
Only those products, which have shown a good chance of success in the earlier concept and product development test, are subjected to test marketing.
20
Awareness level; Purchase and repurchase rate; Users experience with the product; Users perception of the product; Users profile and lifestyles; Reasons for not using products; Market share.
Design Issues:
The number of test markets to be chosen;
at least three involves cost-benefit analysis
six to 12 months
Price Research I
Generally undertaken for exploring pricing approaches for new products or services before they are launched. Involves
showing different sets of brands in the same product category to respondents at different prices and asking them which one they would buy; presenting different prices for a product/service to respondents and asking them if they would buy the product/service. The responses are then used to construct a so-called buy-response curve.
22
Price Research II
Pricing research may also be conducted using consumer panels. Data obtained may be analyzed using regression analysis. Regression analysis can help in sorting out effects of price Vs other variables on quantities sold. Sample survey may also be used in price research. However, this should be used with care since obtaining a response curve using survey may be subject to error and bias. Other pricing research techniques include:
Promotion Research
Objective: To develop advertising appeals. Types of research generally undertaken include: Psychological or motivational studies
Generally used within the framework of individual interviews. Involves talking with people in depth about what a product or service may mean to them, what feelings are evoked by it, and discover what it symbolizes to them.
Focus group studies may be undertaken to generate ideas. A small number of people may be observed to understand how a product fits into their lives and what keep them interested in a particular brand.
Sociological studies
Anthropological studies
24
A D V E R T IS IN G R E S E A R C H
M ESSAG E RESEARCH
M E D IA R E S E A R C H
P r e -te s t
N e w s p a p e r a s a M e d iu m
V e rb a l R e s p o n s e P h y s io lo g ic a l R e s p o n s e B e h a v io ra l R e s p o n s e
C irc u la tio n R e s e a rc h R e a d e rs h ip R e s e a rc h
T e le v is io n a s a M e d iu m
P o s t-te s t
T e l e p h o n e In t e r v i e w
R e c o g n itio n R e c a ll T rip le A s s o c ia tio n A u d im e te r D e v ic e P e o p le M e te r D ia ry M e th o d
R a d io , C in e m a , In te r n e t
25
Pre-test refers to the test of an ad-message before releasing the advertisement. Test techniques commonly used are:
Verbal responses involving Consumer jury method Portfolio test Qualitative research On-the air-test and Theater persuasion test Physiological responses involving
Galvanic skin responses Pupil dilation responses and Eye movement tracking In-store persuasion
26
Pre-test II
Consumer jury method: Uses 50 to 100 customers as jurors who are asked to rank the test advertisements in order of interest, preference or ability to influence the purchase of the product. Portfolio test:A sample of consumers are asked to look through a portfolio of 6 - 8 print advertisements within an allotted period of time. The portfolio is then taken away and the respondents are asked to recall the specifics of the ads shown. Recalls are generally unaided. The effectiveness of the test is measured by attributes such as ability to recall the contents, claim of
27
Pre-test II
Qualitative Research: The two most widely used methods are Focus group discussions and depth interviews. Commonly used during the development stage of the advertisement. On-the-air test:The test advertisement is broadcast in a small number of test markets and selected respondents are interviewed by telephone on the following day to ascertain various aspects of the ad message.
28
Pre-test III
Pre-test - IV
Galvanic Skin Responses, pupil dilation response and eyemovement tracking method make use of different types of mechanical devices are not very popular methods.
Post-test
Most of the pre-testing techniques are applicable to post testing. Additional ones are briefly described below:
Media Research I
Focuses on six aspects: 1. Media distribution
Refers to circulation of newspaper/magazine/periodicals or the number of TV/Radio ownership and Internet subscription.
2. Media audience
Number of people exposed to the ad medium in question.
3. Exposure
Number of people actually noting the advertisement; generally less than media audience.
32
Media Research II
Focuses on six aspects... 4. Perception
Number of people having conscious awareness and perception of the advertisement in question. In print advertisements, perception is affected by factors such as size, color, position and language of the media. Typically, perception is less than exposure.
5. Communication
Number of people who comprehend specific things about and aspects of the advertisement. Communication lags perception.
6. Purchase
Number of people purchasing the product after seeing the advertisement.
33
Newspaper as Ad Medium
Circulation
Generally available from secondary sources in the form of audited circulation figures.
Data on readership is generally unknown and need to be gathered through sample surveys.
Readership
34
Television as a Medium I
Objective is to determine the TV audience. Programs watched by more people are preferred by advertisers. Methods of measurement include:
Telephone interviewing
Also known as coincidental telephone interview, this method involves telephone interview with a sample of respondents during the broadcasting hour.
35
Television as a Medium II
Using audimeter device
Developed by A.C. Nielson Company, this is the most sophisticated method of TV audience measurement. A technical device called audimeter is attached to each of the TV sets of a panel of preselected households. The device automatically records the time when the TV set is switched on (and off), the channel watched, duration of watching; and instantly transmits the data to a central computer for processing. However, an audimeter does not record who in the household is/are watching.
Diary Method A specially designed diary is given to a panel of households to record the television viewing behavior of the viewer
Radio/Cinema/Internet as media
Number of radio listeners may be measured in the same way as TV audience is measured. Simplest way to measure cinema audience is through sample survey. Internet users may also be identified using Internetbased surveys.
37