Lecture 1  Marketing Research Nature
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Lecture 1  Marketing Research Nature Lecture 1 Marketing Research Nature Presentation Transcript

  • Marketing Research International Program ¿ What do you want to do ? • Lecture presentation • Case analysis • Use INVESCOM software • Read INVESCOM guidelines Salir
  • Please select… 1. The nature of marketing research 2. Qualiltative sources of information 3. Quantitative sources of information 4. Experimental designs 5. Questionnaires 6. Measuring and scales 7. Sampling 8. Data analysis 9. Multivariate analysis of information. Dependence methods. information. methods. 10. Multivariate analysis of information. Independence methods. information. methods. 11. Reporting research. research. Inicio Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Lecture 1. The nature of marketing research . Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal View slide
  • Learning objetives • Understandig key concepts. • A survey of the marketing research process. • How to locate marketing research into companies. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal View slide
  • Tema 1. The nature of marketing research Please select … 1. Marketing information system. 2. What is marketing research ? 3. Stages of marketing research 4. Planning marketing research 5. The marketing research department and the company 6. Some difficulties for adopting marketing research 7. Internal or external marketing researach 8. Guidelines for hiring marketing research Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • 1. The marketing information system A MIS consists of people, equipment and procedures, to gather, sort, evaluate and distribute needed, timely and accurate information to marketing decision makers. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • The MIS key information flows • Marketing intelligence surveys marketing environment: demographics, economics, political, legal, cultural, and technological. • Internal records: results and experiences with customers, dealers, suppliers, competitors, and so on. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal +
  • MIS Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • 2. Marketing research definition. The planning, collection and data analysis relevant to marketing decision making and the communication of the results to management. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • What for ? • To understand the present. • To make decisions. • To evaluate results Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Stages • Early stage: from origins until 1860 • Early development stage: 1860-1920 • Building up stage: 1920-1960 • Analitycal power stage: 1960-1990 • Electronic stage: 1990-2000 • E-stage: 2000 … Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Early stage: … 1860 • Goods shortage in the marketplace. • Demand exceds supply. • Indifferentiated goods. • Low quality goods. • Uncontrolled technology. • Product orientation. • Firm objetive: maximum profit. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Early stage: 1860-1920 Environmental conditions Usual studies in MKT research • Socialism within this stage • Urbanization • Plenty of inventions and • Brand name effect discoveries • Promotion effect • New managerial developments • Placement; new stores • Demand exceds supply • Customer tipologies • Demand forecasting • Profit and production orientation in companies • Scaling • Marketing research companies • Some companies are concern with naming, branding, sales promotion are founded and product design. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • 1.87… 1.97… Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • 2009 Fundamentos y Técnicas. 10 ª Ed. 1910 I. Grande y E. Abascal
  • 1870 2009 Fundamentos y Técnicas. 10 ª 2009 Ed. I. Grande y E. Abascal
  • Building up stage: 1920 - 1960 Environmental conditions Developments in MKT R • Population growth • Markets near saturation • Questionnaire levels • Sampling techniques • Urban development • Panels • Quantitative and • Tech development qualitative techniques • Social struggle, WWI, development WWII • Experimental design • Product and sell orientation • Firm goal; profit Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Analitycal power stage: 1960 - 1990 Environmental conditions Developments in MKT R • Asian economy emerges • Telephone interview • Unstable raw materials prices; • Computer languages petrol, coper, alu… development; Cobol, Fortran • Petrol crisis in 1974 7, C+… • Strategic planning development • Data analysis techniques • Consumerism development • Informatics and technical • New software development: development SPSS, SPAD, LISREL, ... • Profit and consumer orientation • PC price is now affordable Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Electronic stage: 1990-2000 Developments in MKT R Environmental conditions • Political systems changes: the iron • Research by using electronic curtain vanishes. Soviet Union methods: mail questionnaire vanishes • Mayor apreciación del análisis • Informatic and technical development cualitativo • Accelerated development in • Plenty of secundary information sources; internet communication (telex, fax, mail) • Scanner data analysis • New social values: ecology, solidarity • Database analyses in companies • Social marketing orientation in • MKT research integration in companies management Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • E-stage: 2000 … Environmental conditions Developments in MKT R • International migratory flows • Internet usage increases • China economy grows dramatically • Real time information • Middle East reveals highly avalability by means of internet, celular phone, e- unstable and dangerous mail… • International terrorism grows • Mail questionaire • EU enlargment: 27 countries in • Consumer research by using 2009 cookies in web pages Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • The future of the marketing research • Conventional markets growth decelerates. • New product life cycles are shortening. • New product failure consequences will be more critical than today. • Companies are expected to react fast against competitors. • Markets tend to fragmentation. • Plentiful scanner data are now available for computer processing Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • 4. Planning marketing research: sequence of steps Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Formulate the problem • Identify what happens. • Be sure that the current situation is not the consequence of wrong management practices: for example Coca Cola, AEG, and Kodak. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Try to explain the problem. How ? •Analyze the environment. •Search for secundary information • Exchange judges. •Ask the experts for help. • Use theories. •Formulate hypotheses. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • The marketing research team • Upper managers; they identify problems, set goals, monitor the research • Middle level managers; they go hand in hand upper managers, help in goals setting, collect information and act as liason officers (coordinators) • Researchers; they set goals, collect and analyze information, report finding and propose actions. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Objectives setting •Direct method: ask your client what they want or need. •Indirect method; ask the client what sort of decisions will take wit the provided information. • Mixed method; a combiantion of both methods. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • and in addition … • Inform within the company about the research project, consult with potentially beneficiaries or incumbents. • Research process must be open for everyone to collect ideas for a better performance. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Some conflicts among managers and researches when goals settings • Attitudes towards knowledge. • People roles within the company. • Individuals skills. • Position within the organigram. • Final use of the research. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Research design What is this research for ....? • For a better understanding of a situation or problem ? • For marketing decision making ? Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Type of research Exploratory research Conclusive research Descriptive Causal Cross section studies Longitudinal studies Static sample Panel data Static sample Panel data Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Resarch goal, some exampls. Ejemplos … Descriptives Exploratory • Depict groups. • Concept definition • Image studies. • To understand • Swot analysis. problems or situations • Market • “Tirar del hilo” … segmentation. • To collect some • Maketing mix information to start decisions. the research. • To know results or consequences. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Main diferences between exploratory and conclusive research Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Goals setting Exploratory Conclusive • Research objetive is generally vague. • Objetives very well defined and marketing • Main objetive is oriented. generally to gather • Research objective do some initial knowledge to not change. understand a problem. • Research objectives can be redefined. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Information definition de información Exploratory Conclusive • Vague. • Precisness defined. • Frequently changeable. • Unchangeable. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Samples Exploratory Conclusive • Samples are large. • Small samples. • Selection is complex. • Simply selected. • Samples are random. • Not ramdonly selected. • They represent the • Not representative. population • Results after the analyses • Results are be are not inferable. inferable. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Data analyses techniques Exploratory Conclusive • Frequently used. • Rarely used. • They are qualitative. • They are quantitative. • They are naive. • They are complex. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Results and insights Exploratory Conclusive • Illustrative • Conclusive. • Results are nor inferable • Results are inferable. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Research usefulness Exploratory Conclusive • To collect initial • Marketing decision information for planning making a conclusive research • Results assessment. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • 2. Search information: primary o secundary data • Secundary data is the existing information when a marketing research is still in outline stage. In other words, it is the existing information at a moment. • Primary data do not exist and must be created specifically to conduct a marketing research. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Data must be … • Updated • Available • Accurate • Relevant Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • 3. Sample planning … • Economy. • Speedness. • Accuracy. • Simplicity. • Common sense. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • 4. Data analysis planning • Naive methods; univariate and bivariate analyses. • Multivariate methods: •Factor analysis. •Correspondance analysis. • Cluster and other techniques. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • 5. Research budget How much cost the research ? ... • Budget time. • Budget other expenses. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • 6. Take the decision Some criteria are ... • Save money. • Profitabilty • Net present value. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • 7. Undertake, go on… • Collect data. • Select data. • Valuate data. • Analyze data. • Get results. • Get conclusions. • Make suggestions. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • 8. Report the research • Explain the underlaying problem of the research and its objetives. • Justify the methodology. • Explain the results, conclusions and sugestions. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • 9. Research monitoring. Monitor the methodology followed and the usefulness of the reseach … • Check list; evaluates the methodology as the research is in progress. • Executives board; eveluates the usefulness of the research for managerial improvement. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Marketing research department wrong location within the Manager company´s organigram Marketing Production Finance Human resources Conflict Marketing research Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Marketing research department right location within the company´s organigram Manager No problem Marketing reseach Marketing Production Finance Human resources Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • 6. Some obstacles for marketing research adoption in companies. • Dificulties of comprenhesiveness among persons. • Inappropriate organigram. • Bad past experiences in marketing research. • Lack of confidence on quantitative tecniques. • Negative attitudes towards marketing research; some people can think they are beeing investigated, daily concerns, mistrust about the ethics of the researchers, an so on. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • 7. Some aspects to take into consideration for choosing between internal or external research 1. Research cost from a broad scope; time, money, efforts. 2. Employees Current labour availability. 3. Researcher profile. • Experience. • Skills and competence. • Prestige or reputation, good name. 4. Lack of bias, impartiallity of the researcher. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • How to get guidance in Spain ? … Aneimo and Aedemo Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Some budgets in marketing research… Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • 8. Hiring marketing research. ESOMAR/AEDEMO guidelines • Broad guidelines. • Particular guidelines. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Broad guidelines • Explain the problem. • Set the goals. • Provide basic information. • Do not unveil other offers. • Detail technical aspects. • Detail the budget and payment method. • Schedule the reserach. • Identify speakers. • Write a contract. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal
  • Specific guidelines • Sampling. • Data. • Data analyses and reports. • Budget and legal effects. Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal