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The Marketing Concept

Embracing the Marketing Concept

• Consumer • The process and


Research tools used to study
• Segmentation consumer behavior
• Market
Targeting
• Positioning
The Importance of the Consumer Research
Process

Marketers must understand customers to


design effective:
– marketing strategies
– products
– promotional messages
The Consumer Research Process
Steps in the Consumer Research
Process
1. Defining the objectives of the research
2. Collecting and evaluating secondary data
3. Designing a primary research study
4. Collecting primary data
5. Analyzing the data
6. Preparing a report on the findings
Developing research objectives
• The first and foremost step, carefully define
the objectives of the study
• The objectives of the study will determine the
appropriate research design
• A carefully thought out statement of
objectives helps to define the type and level of
information needed
Discussion Questions

• Assume you are planning to open a new pizza


restaurant.
– What might be three objectives of a research plan
for your new business?
– How could you gather these data?
Collecting and Evaluating Secondary Data

Secondary Data:
Secondary data is already existing information that was
originally gathered for a research purpose other than the
present research.

• Internal Secondary Data


• External Secondary Data
Internal Secondary Data
• Internal Secondary Data – Consists of such information as data
generated in-house for earlier studies as well as analysis of
customer files such as past customer transactions, letters from
customers, sales-call reports and data collected via warranty cards.
• Used to compute customer lifetime value profiles for various
customer segments.
• These profiles include customer acquisition costs, the profits
generated from individual sales to each customer, the costs of
handling customers and their orders and the expected duration of
the relationship
External Secondary Data
• External Secondary Data – Consists of any data collected by an
outside organization.
• The major source of these data is the government which publishes
information collected by scores of government agencies about the
economy, business and virtually all demographics of the population.
• Commercial data is available from marketing research companies
that routinely monitor specific aspects of consumer behaviour and
sell the data to marketers.
• Business journals, publishing groups (National Council of Applied
Economic Research, AC-Neilson , Pathfinders India)
• Consumer panels- the members of these panels were consumers
who were paid for recording their purchases or media viewing
habits in diaries that were then summarized and analysed by data
providers
Advantages of obtaining secondary
data
• It may provide a solution to the research problem and eliminate the
need for primary research altogether.
• Secondary data used in exploratory research may help to clarify and
redefine the objectives of the primary study and provide ideas for
the methods to be used and the difficulties that are likely to occur
during the full-scale study
• Information can be obtained more cheaply and quickly than
primary data
Disadvantages of Secondary data
• Information may be categorised in units that are different from
those that the researcher seeks
• Some secondary data may not be accurate because of errors in
gathering or analyzing the data for the original study or the data
had been collected in a biased fashion in order to support a
particular point of view.
• Care must also be taken as to not use secondary data that may be
outdated
Designing Primary Research

Primary Research: The design of a research study is based on the


purposes of the study. The two categories of primary consumer
research that we focus on are:

• Qualitative Research Studies designed to provide insights about new


product ideas and positioning strategies. Ideas uncovered should be
tested via quantitative studies. Often used in exploratory research to
refine the objectives of quantitative studies.
• Quantitative Research Studies aimed at describing a target market –
its characteristics and possible reactions of various segments to the
elements of the marketing mix. Results are used for making strategic
marketing decisions.

• Because the approach for each type of research differs in terms of


method of data collection, sample design and type of data collection
instrument used, each research approach is discussed separately.
Designing Primary Research

Qualitative
Research
• Depth Interviews
• Focus Groups
• Projective
Techniques
• Metaphor Analysis

20
Qualitative Collection Method
Depth Interview

• Also called one-on-one interview


• Usually 30 minutes to 1 hour
• Non structured interview between a highly trained
interviewer and a respondent
• Interviewer will often probe to get more feedback (see
following slide for probing)
• Session is usually recorded
• Sometimes, as part of depth interviews, researchers
show respondents photos, videos, and audiotapes of
their own shopping behavior and ask them to
explicitly comment on their consumption actions
Probing Options for Interviews
Qualitative Collection Method
Focus Group
• 8-10 participants who meet with a moderator analyst
• Focused on a particular product or product category or any other
research interest
• Respondents are recruited through a screener questionnaire based on
specifications defined by marketing management and usually are
paid a fee for their participation. Sometimes users of the company’s
brands are clustered in one or more groups and their responses are
compared to those of nonusers interviewed in other groups
• Lasts about 2 hours
• Always taped or videotaped to assist analysis
• Held in specially designed conference rooms with one-way mirrors
that enable marketers and advertising agency staff to observe the
sessions without disrupting or inhibiting the responses
• Online focus groups are growing
Screener Questionnaire
Qualitative Collection Method -
Projective Techniques

• Research procedures designed to identify


consumers’ subconscious feelings and underlying
motivation.

• Borrowed from psychoanalytical theory.

• Consist of a variety of disguised “tests” that


contain stimuli, such as incomplete sentences,
untitled pictures or cartoons, ink blots, word-
association tests and other person
characterizations.
Common Projective Exercises

Description
Word The researcher has a list of words. The researcher asks the
Association respondent(s) to react, one-at-a time, to each word by stating or
s (in a focus group setting) writing on a pad the first word that
comes to mind, and to explain the link.
Sentence The researcher has a series of incomplete sentences that the
Completion respondent(s) needs to complete with a word or phrase.

Photo/Visu The researcher creates/selects a series of photos of consumers,


al for different brands or products, range of print ads, etc., to serve as
Storytelling stimuli. The respondents are asked to discuss or tell a story
based on their response to a photo or some other visual stimulus.
Role Is quite similar to storytelling; however, instead of telling a story,
Playing the participant(s) will be given a situation and asked to “act out”
the role(s), often with regard to a product or brand, or particular
selling situation.
Examples

My cell phone is like a….

Here are some results at the category level for cell phones.

• “A cell phone is like a best friend.”


• “My cell phone is part of my body.”
• “A cell phone is like my wallet. I would never leave home without
it.
• “A cell phone is like a lifeline now. Leaving it behind is like
cutting off the oxygen supply.”
• “A cell phone is like a leash.”
Examples

Third-Party Projections

• “What does your friend think about brand X?”


• “What does company X think about you?”
• “Who uses brand X? What is the real reason they use
it?”
Qualitative Collection Method
Metaphor Analysis
• Started in 1990s
• Most communication is non verbal
• Suggests that people don’t think in words but images.
• Based on belief that metaphors are the most basic method of
thought and communication
• Consumers represent their images in an alternate, non-verbal
form – through the use of sounds, music, drawings or pictures.

Zaltman Metaphor Elicitation Technique (ZMET):

Relies on visual images to assess consumers’ deep and


subconscious thoughts about product, services and marketing
strategies.

Eg: Pictures representing value of advertisement.


Qualitative Collection Method
“Looking-In”

• Methodology to capture consumers’ experiences,


opinions, forecasts, needs, and interests

• Look at information from threads and postings on


social media, including blogs and discussion forums
Designing Primary Research

Quantitative
Research
• Observation
• Experimentation
• Survey
Data Collection Methods
Observational Research

• Helps marketers gain an in-depth understanding of


the relationship between people and products by
watching them buying and using products

• Helps researchers gain a better understanding of


what the product symbolizes to a consumer and
provides greater insight into the bond between people
and products that is the essence of brand loyalty

• Mechanical Observation – Uses a mechanical or


electronic device to record customer behavior or
response to a particular marketing stimulus. Eg:
Gambling Casinos, Two way digital cable boxes
Physiological Observation
• Devices that monitor respondents patterns of
information processing.
• Eg: An electronic eye camera may be used to
monitor the eye movements of subjects looking
at a series of advertisements for various products
• Electronic sensors place don the subjects’ heads
can monitor the brain activity and attentiveness
levels involved in viewing each ad.
Data Collection Methods
Experimentation
• To test the relative sales appeal of many types of variables such as
package designs, prices, promotional offers or copy themes,
experiments are used.
• In such experiments called causal research, only some variables are
manipulated (independent variable) while all other elements are
kept constant.
• A controlled experiment of this type ensures that any difference in
the outcome (the dependent variable) is due to different treatments
of the variable under study and not due to extraneous factors.
• A major application of causal research is test marketing, in which
prior to launching a new product, elements such as package, price
and promotion are manipulated in a controlled setting in order to
predict sales or gauge the possible responses to the product.
Data Collection Methods
Surveys
• Surveys is done by asking consumers about their purchase
preferences and consumption experiences, they can do so in
person, by mail, by telephone or online.

• Each of these survey methods has certain advantages and


disadvantages that the researcher must weigh when selecting the
method of contact.

• Personal interview survey – Most often take place in the home or


in retail shopping areas. The latter, referred to as mall intercepts,
are used more frequently than home interviews because of the
high-incidence of not-at-home working women and the reluctance
of many people today to allow a stranger into their home.
Data Collection Methods
Surveys
• Telephone Surveys – Used to collect consumer data. Difficulties of
reaching people with unlisted telephone numbers have been solved
through random digit dialling and the costs of a widespread telephone
survey are often minimised by using toll-free telephone lines.
• Other problems arise from the increased use of answering machines
and caller ID to screen calls.
• Some market research companies have tried to automate telephone
surveys, but many respondents are even less willing to interact with
an electronic voice than with a live interviewer.
• Mail Surveys - Conducted by sending questionnaires directly to
individuals at their homes. Major problem is low response rate,
however a solution to increase returns, researchers are enclosing a
stamped, self-addressed envelope, using a provocative questionnaire
and sending pre-notification letters as well as follow-up letters.
Data Collection Methods
Surveys
• A number of commercial research firms that specialize in consumer
surveys have set up panels of consumers who, for a token fee, agree
to complete the research company’s mail questionnaires on a regular
basis.
• Online Surveys – Conducted on the internet. Respondents are
directed to the marketer’s/ researcher’s website by computer ads or
home pages.
• Because the sample’s respondents are self-selected, the results
cannot be projected to the larger population.
• Researchers who conduct computer polling believe that the
anonymity of the internet encourages respondents to be more
forthright and honest than they would be if asked the same questions
in person or by mail. Others believe that the data collected may be
suspect because some respondents may create new online
personalities that do not reflect their own beliefs or behavior.
Data Collection Methods (Survey Method)
Mail Telephone Personal Online
Interview

Cost Low Moderate High Low


Speed Slow Immediate Slow Fast

Response rate Low Moderate High Self-selected

Geographic Excellent Good Difficult Excellent


flexibility

Interviewer N/A Moderate Problematic N/A


bias

Interviewer N/A Easy Difficult N/A


Supervision

Quality of Limited Limited Excellent Excellent


Response
Quantitative Research Data Collection
Instruments
Data collection instruments are developed as part of a study’s
total research design to systematize the collection of data and to
ensure that all respondents are asked the same questions in the
same order.

Validity and Reliability


• If a study has validity, it collects the appropriate data needed to
answer the questions or objectives state din the first (objectives)
stage of the research process.

• A study has reliability if the same questions, asked of a similar


sample, produce the same findings. Often a sample is divided
into two, and each half is given the same questionnaire to
complete. If the results from each half are similar, the
questionnaire is said to have split-half reliability.
Questionnaires
• A questionnaire is a research instrument consisting of a series of
questions (or other types of prompts) for the purpose of gathering
information from respondents.
• It can be disguised or undisguised as to its true purpose. A disguised
questionnaire sometimes yields more truthful answers and avoids
responses that respondents may think are expected or sought.
• Questions can be open-ended (requiring answers in the respondent’s
own words) or close-ended (the respondent merely checks the
appropriate answer from a list of options).
• Open ended questions yield more insightful information but are
more difficult to code and to analyse, close-ended questions are
relatively simple to tabulate and analyse but the answers are limited
to the alternative responses provided.
Guidelines for Wording Questions
• Avoid leading questions
• Avoid two questions in one
• Questions must be clear
• Use word that consumes routinely use
• Respondents must be able to answer the question
• Respondents must be willing to answer the question
• Opening question must be interesting enough to draw
the respondent into participating
• Demographic questions should be placed at the end
Attitude Scales
• Asked to agree or disagree with a statement
• Equal number of agree/disagree choices on either side
Likert scales of a neutral choice
• Easy to prepare & interpret
• Simple for consumers to answer
• Includes bipolar adjectives
Semantic • Relatively easy to construct and administer
• A continuum is used
differential scales • Sometimes an even-numbered scale is used to
eliminate the option of a neutral answer

• Measures likelihood consumers will act a certain


Behavior way in the future such as buying the product again
or recommending it to a friend.
intention scales • Easy to construct and administer

• Items ranked in order of preference in terms of some


criteria
Rank-order scales • Provide important competitive information and enable
marketers to identify needed areas of improvement in
product design and product positioning.
Customer Satisfaction Measurement

• Customer Satisfaction measurement includes quantitative


and qualitative measures.
• Customer Satisfaction Surveys – Measures how satisfied
the customers are with relevant attributes of the product
or service and the relative importance of these attribute
using an importance scale.
• Generally these surveys use 5 point semantic differential
scales ranging from very dissatisfied to very satisfied.
• Some marketers maintain that customers’ satisfaction or
dissatisfaction is a function of the difference between what
they had expected to get from the product or service
purchased and their perceptions of what they received.
Customer Satisfaction Measurement

• Mystery Shoppers – Professional observers who


pose as customers in order to interact with and
provide unbiased evaluations of the company’s
service personnel in order to identify
opportunities for improving productivity and
efficiency.
• Eg: A company that requires sales clerks to check
youthful customers ID when they seek to buy
video games with violent content may employ
mystery shoppers to see whether their
employees are actually doing so.
Customer Satisfaction Measurement
• Complaint Analysis System – A system analysing customer complaints
crucial for improving products and customer service.
• A good complaint analysis system should encourage customers to
1. Complain about an unsatisfactory product or service
2. Provide suggestions for improvements by completing forms asking
specific questions beyond the routine
3. Establish listening posts such as hotlines where specially designated
employees either listen to customers’ comments or actively solicit
input from them
• Analyzing customer defections consists of finding out why customers
leave the company
• Customer loyalty rates are important thus finding out why customers
defect and also intervening when customers behaviours show that
they may be considering leaving is crucial.
Sampling and Data Collection

 Samples are a subset of the population that is used to estimate


the characteristics of the entire population. Therefore a sample
must be representative of the universe under study

 A sampling plan addresses:


– Whom to survey (Sampling unit)
– How many to survey (Sample size)
– How to select them (Sample procedure)

 Researcher must choose probability or nonprobabililty sample.


 Qualitative Research – Small, non-probability samples
 Quantitative Research – Large, probability samples
Sampling and Data Collection
Probability Sample
• Simple Random Sample
• Systematic Random Sample
• Stratified Random Sample
• Cluster (area) sample

Nonprobability sample
 Convenience sample
 Judgment sample
 Quota sample
Probability Sample
• Simple Random Sample – Every member of the
population has a known and equal chance of being
selected.
• Systematic Random Sample – A member of the
population is selected at random and then every “nth”
person is selected
• Stratified random Sample – The population is divided
into mutually exclusive groups (such as age groups) and
random samples are drawn from each group.
• Cluster (Area) Sample – The population is divided into
mutually exclusive groups (such as blocks) and the
researcher draws a sample of the groups to interview.
Non-Probability Sample
• Convenience Sample – The researcher selects the
most accessible population members from whom
to obtain information (Eg: Students in a
classroom)
• Judgement Sample – The researcher uses his or
her judgement to select population members
who are good sources for accurate information
(Eg: Experts in the relevant field of study)
• Quota Sample – The researcher interviews a
prescribed number of people in each of several
categories (Eg: 50 men and 50 women)
Data Collection
• Qualitative studies usually require highly
trained social scientists to collect data.

• A quantitative study generally uses a field staff


that is either recruited and trained directly by
the researcher or contracted from a company
that specializes in conducting field interviews.
Data analysis and Reporting research
findings
• In qualitative research, the moderator or test administrator
usually analyzes the responses received. The analysis consists of
looking for key words and establishing categories for the
respondents answers; it is subjective because it reflects the
researchers’ judgements.
• In quantitative research, the researcher supervises the analysis
by using objective, standardised statistical methods consisting
mainly of comparisons of averages among the predefined
variables and significance tests that estimate the extent to
which the result represent the universe.
• Open-ended responses are first coded and quantified (i.e.,
converted into numerical scores); then all of the responses are
tabulated and analysed using sophisticated analytical programs
that correlate the data by selected variables and cluster the
data by selected demographic characteristics.
Data analysis and Reporting research
findings
• In both qualitative and quantitative research, the
research report includes a brief executive summary of
the findings.
• The research report may or may not include
recommendations.
• The body of the report includes a full description of the
methodology used and for quantitative research also
includes tables and graphics to support the findings.
• A sample of the questionnaire is usually included in the
appendix to enable management to evaluate the
objectivity of the findings.
Conducting a Research Study
• In designing a research study, the researchers adapt the research
processes described in the previous sections to the special needs of
the study.
• The first step is to collect secondary data such as population statistics
• Then the researcher would specify the parameters of the population
to be studied
• A qualitative study might be undertaken first to gather information
about the target population’ attitudes and concerns, their special
interests, etc
• This phase should result in tentative generalizations
• The researcher then conducts a quantitative study to confirm and
attach hard numbers to the findings that emerged from the focus
groups.
Conducting a Research Study
• The first phase study should have provided sufficient insights to
develop a research design and to launch directly into a large-
scale survey.
• If, however there is still doubt about any element of the research
design, such as question wording or format, they might decide
first to do a small scale exploratory study.
• Then after refining the questionnaire and any other needed
elements of the research design , they would launch a full-scale
quantitative survey using a probability sample that would allow
them to project the findings to the total population
Ethics in Consumer Research
• Consumer researchers must ensure that studies are objective and free
of bias.
• Researchers seeking to support a predetermined conclusion often do so
by using biased samples and biased questions, manipulating statistical
analyses or ignoring relevant information.
• Mistreating respondents is another ethical problem.
• Another unethical approach is sales pitches from telemarketers
disguised as research studies.
• At the start of all surveys, interviewers must clearly identify themselves
and the company for which they are working, explain what the survey
entails and state the true expected duration of the interview.
• The privacy of respondents must be protected and guaranteed.
• Reassure respondents that there are no right and wrong answers to the
questions.
• If respondents are being paid, they should be notified at the start of the
interview.

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