How to Design and Conduct Market Research Download the entire document at: www.gazhoo.com

Agenda First steps Types of research methodology telephone surveys focus groups consumer intercepts mail surveys consumer panels omnibus studies Types of samples Market research vendors Temps as phone interviewers Questionnaire design Data analysis Research and Data Analysis Department Download the entire document at: www.gazhoo.com

First steps

Types of research methodology

telephone surveys

focus groups

consumer intercepts

mail surveys

consumer panels

omnibus studies

Types of samples

Market research vendors

Temps as phone interviewers

Questionnaire design

Data analysis

Research and Data Analysis Department

Focus Groups - Overview Developing new ideas Exploring and evaluating new ideas Ad testing Educating case team on a new industry or client Questionnaire development In-depth understanding of steps in decision process Exploring sensitive/confidential issues Traditional (8-10 people) Mini Focus Groups Electronic Focus Groups Brainstorming Sessions Download the entire document at: www.gazhoo.com

Types of Samples Download the entire document at: www.gazhoo.com Client provides lists of customer names, addresses, and phone numbers. Often accompanied by behavioral data ( e.g., post spending) Randomly selected phone numbers from desired locations selected by city, state, or zip code Companies such as Survey Sampling, Inc. sell lists of names and phone numbers selected by specific behaviors ( e.g., own a computer) Mail or phone surveys with a large number of US households who are recruited to be a panel member Client Lists Random Digit Dialing Purchased Lists Consumer Panels XYZ uses four sources for creating survey samples

Client provides lists of customer names, addresses, and phone numbers. Often accompanied by behavioral data ( e.g., post spending)

Randomly selected phone numbers from desired locations selected by city, state, or zip code

Companies such as Survey Sampling, Inc. sell lists of names and phone numbers selected by specific behaviors ( e.g., own a computer)

Mail or phone surveys with a large number of US households who are recruited to be a panel member

Data Analysis: Perceptual Mapping (3 of 3) Source: XYZ National Brand Image Study Low price   Brand 1  Comfortable  Worn by young people Brand 6  Fashionable  Brand 5   High performance Quality brand Latest in technology   Brand 4  Specific sport  Brand 2  Brand 3  Worn by sports stars Download the entire document at: www.gazhoo.com

Data Analysis (Conjoint Analysis - Output) Output: Example: Attribute ranking Utility levels Market share estimation Purchase likelihood How important is a particular attribute (e.g., traction) relative to all other attributes and benefits in a purchase decision? How sensitive are consumers to changes within a given attribute (e.g., price sensitivity)? Given a specific product configuration, what is the likelihood that it will be purchased? What is the preference share of specific products when consumers are asked to choose between various product alternatives? Price = $40 Leather Reebok Etc. Download the entire document at: www.gazhoo.com

How important is a particular attribute (e.g., traction) relative to all other attributes and benefits in a purchase decision?

How sensitive are consumers to changes within a given attribute (e.g., price sensitivity)?

Given a specific product configuration, what is the likelihood that it will be purchased?

What is the preference share of specific products when consumers are asked to choose between various product alternatives?

Price = $40

Leather

Reebok

Etc.