Marketing Research

Akansha

Definition of Marketing Research

Marketing research is the systematic and objective
identification collection

analysis dissemination and use of information For the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.

MR Redefined
The American Marketing Association (AMA) redefined Marketing Research

as:
The function that links the consumer, the customer, and public to the marketer
through INFORMATION

Information is
Used to identify and define market opportunities and problems Generate, refine, and evaluate marketing performance Monitor marketing performance Improve understanding of marketing as a process

What MR Does?
Specifies the information necessary to address issues Manages and implements the data collection process

Analyzes the results

Communicates the findings and their implications

Helps managers use this information to make decisions

Classification of Marketing Research

Problem-Identification Research

Problem-Solving Research

Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research.

Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research.

 ITC Used Extensive Market Research before launching the Sunfeast range of biscuits

The Marketing Research Process

Define the problem Develop research plan Collect information Analyze information Present findings Make decision

Define the Problem

Specify decision alternatives State research objectives

Develop the Research Plan

Data Sources Research Approach Research Instruments Sampling Plan Contact Methods

Research Approaches
Observation Focus Group Survey Behavioral Data Experimentation

Focus Group in Session

Research Instruments
Questionnaires Qualitative Measures Technological Devices

Questionnaire Dos and Donts

Ensure questions are free of bias Make questions simple Make questions specific Avoid jargon Avoid sophisticated words Avoid ambiguous words Avoid negatives Avoid words that could be misheard Use response bands Use mutually exclusive categories Allow for other in fixed response questions

Question TypesDichotomous
In arranging this trip, did you contact American Airlines? Yes No

Question TypesMultiple Choice

With whom are you traveling on this trip? No one Spouse Spouse and children Children only Business associates/friends/relatives An organized tour group

Question TypesLikert Scale

Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree

Question TypesSemantic Differential

American Airlines Large ....Small Experienced..Inexperienced Modern...Old-fashioned

Question TypesImportance Scale

Airline food service is _____ to me. Extremely important Very important Somewhat important Not very important Not at all important

Question TypesRating Scale

American Airlines food service is _____. Excellent Very good Good Fair Poor

Question Types Intention to Buy Scale

How likely are you to purchase tickets on American Airlines if in-flight Internet access were available? Definitely buy Probably buy Not sure Probably not buy Definitely not buy

Question TypesCompletely Unstructured

What is your opinion of American Airlines?

Question TypesWord Association

What is the first word that comes to your mind when you hear the following? Airline ________________________ American _____________________ Travel ________________________

Question Types Sentence Completion

When I choose an airline, the most important consideration in my decision is: _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ ________________

Question TypesStory Completion

I flew American a few days ago. I noticed that the exterior and interior of the plane had very bright colors. This aroused in me the following thoughts and feelings. Now complete the story. ______________________________________________ ______________________________________________ ______________________________________________ ______________________________________________ ______________________________________________ ____

Question TypesPicture (Empty Balloons)

Question TypesThematic Apperception Test

Make up a story that reflects what you think is happening in this picture.

Qualitative Measures
Focus Groups Word Association Projective Techniques Visualization Brand Personification Laddering

Technological Devices
Galvanometers Tachistoscope Eye cameras Audiometers GPS

Sampling Plan
Sampling unit: Who is to be surveyed? Sample size: How many people should be surveyed? Sampling procedure: How should the respondents be chosen?

Types of Samples
Probability Samples Nonprobability Samples

Simple random Stratified random Cluster

Convenience Judgment Quota

Contact Methods
Mail Questionnaire Telephone Interview Online Interview

Typical Problems in Rural Research

Low literacy levels require innovations in questionnaire design scales Wide geographical dispersion requires long travels A large number of languages and dialects, requiring multiple translations Non-availability of working population at normal places of residence Poor access to women respondents Villages layout based on caste lines, requiring innovative sampling