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Dr Desmond Hill University of Ulster 16th November 2005 Step up Programme Lecture
Format
Introduction Types of marketing research The marketing research process
Defining the problem and research objectives Developing the research plan for collecting information Implementing the research plan Interpreting and reporting the findings
Introduction
Every aspect of marketing (planning, promotion or control) requires information Marketers require information about customers, competitors and the micro and macro-environment Information is now viewed as a strategic asset and valuable marketing tool Large amounts of information received Marketers have to seek out information, rather than wait for it to arrive Many fail to use it effectively
Introduction continued
Managers require formal studies about specific situations They normally do not have the skill or time to obtain the information on their own Companies need to develop effect MIS As a result they require formal marketing research conducted by marketing researchers
Product research
Product research covers:
The generation of new ideas Sources of new products Product concept testing Product testing Test marketing of products
Pricing research
Pricing research covers:
Identification of the relationship between a products price and demand Also includes setting of prices for new and current products Involves sales forecasting and estimating costs
Exploratory
Before carrying out a major piece of work exploratory work is often undertaken For example, the company may wish to attract a different market segment Case Study Baileys
Descriptive
This examines items such as the market potential for a product It may also investigate demographics of the market segment and attitudes towards the product Case study CAMRA
Causal
This will test hypothesis and cause and effect relationships Causal research involves the setting of control procedure to isolate the impact factor The key to success is the elimination of other explanations of changes in the dependent variable It is usual to start with exploratory and descriptive before using causal
Causal continued
The problem with causal is it is not like a laboratory Many things are going on which could have an impact on your research
Primary data
Researchers must take great care to ensure the collection of primary data is accurate, current, and unbiased Primary data is defined by Dibb et al. (2001, p. 177) as Information gathered by observing phenomena or surveying respondents
Observational research
This is gathering data by observing people Food product manufacturer/retailer sends a researcher into supermarkets to examine other brands, for price, packaging and promotion This can be referred to as comp shop, benchmark shopping or comparative shopping The mystery shopper can also be used Several companies sell information i.e. BARB
Survey research
This is best suited to gathering descriptive information This may have been gathered in a focus group or a personal interview It can use a questionnaire which can be structured or unstructured Could be used in the product development stage
Experimental research
Where observation research is best suited for exploratory research Surveys are best for descriptive research Experimental is best suited to gathering causal information The researcher is trying to explain cause-andeffect relationships Case studies McDonalds and packaging Taste panels can also be used
Future trends
(a) Changing volume into value (b) Increased competition (c) Upholding freedom of choice (d) Changing base (e) Limited space (f) Limited editions and NPD