Marketing Research

NANDA KISHORE SETHURAMAN FOR ITM EXECUTIVE MBA OCTOBER-2011 Marketing Research

1 Role & Scope of Marketing Research

Business Intelligence
BI is the ability to access data from multiple sources within and outside an organization for the purpose of analysis.
It links the disparate operation systems to the end users of the data, thus creating an environment with free flow of information.
It offers a reliable barometer of the business performance.

BUSINESS INTELLIGENCE Operations Intelligence Finance and Accounting Intelligence Marketing Intelligence HR Intelligence Back-End Analysis

Need for Marketing Intelligence
MI focuses on the use of information as a source of strategic advantage.
Need to have a thorough knowledge of customers, their attitudes, tastes and preferences.
Need to analyze competition for benchmarking and making price, product, market and segment decisions.

Marketing Information System
A continuing and interacting structure of people, equipment and procedures designed to gather, sort, analyze, evaluate, and distribute pertinent, timely and accurate information to marketing decision making
MIS Uses 3 Types of Information
Recurring market and accounting data from market analysis and accounting activities
Intelligence relevant to future strategy of business
Marketing research studies not of a recurring nature

Role of Marketing Research in Decision Making
Four Stages of Market Planning Process
Situation analysis
Strategy development
Marketing program development
Implementation

Situation Analysis
Analysis of
Market environment
Market characteristics
Consumer behavior
Research Approaches
Organize information obtained from prior studies (secondary)
Focus groups

Strategy Development
Market Research provides information to assist management with three critical decisions
What business should we be in?
How will we compete?
What are the objectives for the business?

Marketing Program Development
Programs embrace specific tasks
Action program usually focuses on a single objective in support of one element of overall business strategy

Implementation
Starts with decision to proceed to a new program or strategy
Commitment to objectives, budgets and timetables
Specific measurable objectives must be set for all elements of marketing program
"Did the elements achieve their objectives?"
“ Should the marketing program be continued, discontinued, revised or expanded?"

Factors Influencing Marketing Research Decisions
Relevance
Type and Nature of Information Sought
Timing
Availability of Resources
Cost-benefit Analysis

Understand the environment and the market Identify threats and opportunities Assess the competitive position Define the business scope and served market segments Establish competitive advantages Set performance objectives. Product and channel decision Communication decisions Pricing Personal selling decisions Performance monitoring Refining strategies and program Situation Analysis Strategy Development Marketing Program Development Implementation

Conquering Latino Homes
Hispanics account for nearly 13% of the U.S. population.
Research shows that Latino households spend $600 billion of $1.3 trillion purchasing power of multicultural population.
In 1998 only 2.5% of total advertising dollars in the United States was focused on Latinos.
By 2050, Hispanic population would represent 25% of US population.
Who can tell me what the problem is ?

Marketing Research in Practice
Programmatic Research
Develops market options through market segmentation, market opportunity analysis, or consumer attitude and product usage studies
Selective Research
Tests different decision alternatives such as new product testing, advertising copy testing, pre-test marketing, and test marketing
Evaluative Research
Evaluation of performance of programs

Decision Support Systems (DSS)
DSS models are developed and adapted to support each firms own decision problems
Used to retrieve data, transform it into usable information, and disseminate it to users
Allow managers to interact directly with database
To retrieve information
Provides a modeling function to help interpret information retrieved

Marketing Decision Support System
Combines marketing data from diverse sources into a single database, enabling product managers, sales planners, market researchers, financial analysts, and production schedulers to share information.

Marketing Decision Support Systems
Managers’ needs for decision relevant information:
Routine comparisons of current performance against past trends on each of the key measures of effectiveness
Periodic exception reports to assess which sales territories or accounts have not matched previous years’ purchases
Special analyses to evaluate the sales impact of particular marketing programs, and to predict what would happen if changes were made.

Marketing Decision Support Systems Contd..
Characteristics of MDSS:
Interactive
Flexible
Discovery oriented
User friendly

Four components of MDSS:
Database
Reports and Displays
Analysis capabilities
Models

Gaining Insight from a MDSS Manager Modeling Analysis Display Database Environment

Participants in marketing research activities Information Users Information Suppliers: Inside Company Information Suppliers: Outside Company
General management
Planning
Marketing and sales managers
Product managers
Lawyers
Marketing research department
Sales analysis group
Accounting department
Corporate strategic planning
Research consultants
Marketing research suppliers
Advertising agencies

2 Marketing Research process & problem definition.

Marketing Research Process
MR Process Evolves From Answers to Five Key Questions
Why should we do research?
What research should be done?
Is it worth doing the research?
How should the research be designed to achieve the research objectives?
What will we do with the research?

MARKETING PLANNING AND INFORMATION SYSTEM
Planning system
Strategic plans
Tactical plans
Information system
Databases
DSS
1. AGREE ON RESEARCH PROCESS
Problems or opportunities
Decision alternatives
Research users

2 . ESTABLISH RESEARCH OBJECTIVES
Research users
Estimate the value of information Is benefit > cost Do not conduct marketing research NO Yes

2. ESTABLISH RESEARCH OBJECTIVES
Research users
5. COLLECT THE DATA
REPORT THE RESEARCH RESULTS AND PROVIDE STRATEGIC RECOMMENDATIONS
6. PREPARE AND ANALYZE THE DATA Yes

The International Marketing Research Process
Marketing research process is consistent for both domestic and international markets
Variety of market environments affect international marketing research process

Major Environmental Forces Influencing International Marketing Research Process
Economic Environment
Social-cultural Environment
Political and Legal Environment
Technological, Multimedia and Infrastructural Facilities

The Marketing Research Process
Step 1
Research Purpose
Problem or opportunity analysis
Which problems or opportunities are anticipated
What is the scope of the problems and the possible reasons?
Evaluation of decision alternatives
What are the alternatives being studied?
What are the criteria for choosing among the alternatives?
Research users
Who are the decision makers?
Are there any covert purposes ?

Kroger Opens Signature Store
Kroger Co. is adding five new Signature stores in Houston. More than 1,000 questionnaires were sent to targeted area residents asking what kind of features the respondents (or future customers) would like to see included in a new supermarket in their neighborhood. Based on the surveys, Kroger added several variations:
A larger selection of wines
A sit-down coffee bar
The largest all-natural food section
U-Scan Express aisles

The Marketing Research Process (Contd.)
Step 2
Research Objective
A statement, in as precise terminology as possible, of what information is needed
Should be framed to ensure information obtained will satisfy research purpose
Research Question
Hypothesis Development
Research Boundaries

Research Question
Asks what specific information is required to achieve the research purpose
Sample questions to determine if a specific advertisement should be run:
Will the advertisement be noticed?
Will it be interpreted accurately?
Will it influence attitudes?

Hypothesis Development
A possible answer to a research question.
Generating a hypothesis
Draw on previous research efforts
Borrow from other disciplines such as:
Psychology
Sociology
Marketing
Economics
Manager’s experience with related problems, coupled with knowledge and the use of judgment

Source
Theory
Management experience
Exploratory research
Research Question Hypothesis Research Purpose Research Design Research Objective

Step 3
Estimating the Value of Information
Value depends on:
Importance of decision
Uncertainty that surrounds it
Influence of research information on the decision
The Marketing Research Process (Contd.) Marketing Research 8 th Edition Aaker, Kumar, Day

Product A $ 4 million $ 1 million $ 4 million -$ 2.5 million Success Success Failure Failure Introduce Introduce Introduce Introduce Do not Do not Illustrative Decision Models Product B

The International Marketing Research Process
Avoid mistakes :
Profile you target customers and clients
Interview target segments to assess how well they match your preconceived ideas
Hire local researchers
Use a variety of methods to get a well-rounded picture
Qualitative methods
Quantitative methods
Look at the findings and analyze what must be done differently, abroad or internationally, in comparison with current domestic marketing activities

Framing Research Questions in an International Environment
Possible questions:
Do opportunities exist for entry into foreign markets?
Which foreign markets warrant detailed investigation?
What are the major economic, political, legal, and other environmental facts in each potential country?
What mode of entry does the company plan to adopt?
What is the market potential in these countries?
Who are the firm’s present and potential customers?
What is the nature of competition in the foreign market?
What kind of strategy should the firm adopt?

3. Research Designs.

Research Design and Implementation
Research Design
The detailed blueprint to guide the implementation of a research study toward the realization of its objectives

Categories of Research
Exploratory Research
Used when seeking insights into the general nature of a problem, the possible decision alternatives, and the relevant variables that need to be considered

Categories of Research (Contd.)
Descriptive Research
Provides an accurate snapshot of some aspect of the market environment, such as:
The proportion of the adult population that supports the United Fund
Consumer evaluation of the attributes of our product versus competing products.
The socioeconomic and demographic characteristics of the readership of a magazine
The proportion of all possible outlets that are carrying, displaying, or merchandising our products

Categories of Research (Contd.)
Causal Research
Used when it is necessary to show that one variable causes or determines the values of other variables, a causal research approach must be used

Detective Funnel
Uses Combination of All Three Research Techniques
Exploratory techniques generate all possible reasons for a problem
Descriptive and Causal approaches narrow the possible causes

Problem Exploratory Research Probable Causes Causal Research Descriptive Research Possible causes of the problem Detective Funnel

Data Collection Methods
Relationship between Data Collection Method and
Category of Research
Category of Research
Data Collection Method Exploratory Descriptive Causal
Secondary Sources
Information System a b
Databanks of other a b
organizations
Syndicated Services a b b
Primary Sources
Qualitative Research a b
Surveys b a b
Experiments b a

Research Tactics and Implementation
Once the research approach has been chosen:
Develop:
The specifics of measurements
Plan for choosing the sample
Methods of analysis
Analysis of value versus cost and time involved

Issues in International Research Design
Determining Information Requirements
Consider level and type of decision for which research is conducted
Two types of decisions
Strategic
Tactical

Global Strategic Decision
Mostly made at corporate headquarters
Information required is governed by overall company objectives
Implies long term survival of company
Deal with macro environment

Tactical Decisions
Concerned with micro-level implementation issues
Information obtained from primary data
Concerned with marketing mix strategy for country/product markets
Made at functional or subsidiary level

Unit of Analysis
Researcher must decide at what level the analysis is done
Global level
All countries taken simultaneously
Regional level
Groups of countries considered homogeneous for macro environmental factors
Country level
Each country taken as separate unit

Construct Equivalence
Deals with how both the researcher and the subjects see, understand, and code a particular phenomenon
"Are we studying the same phenomenon in countries X and Y?"
Construct, Measurement and Sample Equivalence

Measurement Equivalence
Deals with the methods and procedures used by the researcher to collect and categorize essential data and information
Are the phenomenon in countries X and Y measured the same way?"

Sampling Equivalence
"Are the samples used in countries X and Y equivalent?"

Errors in Research Design
Two Components of Errors
Sampling error
Non-sampling error
Sampling Error
Difference between a measure obtained from a sample of population and the true measure that can be obtained only from the entire population
Nonsampling Error
All other errors associated with a research project

Design Errors
Flaws in research design
Selection Error
Population Specification Error
Sampling Frame Error
Surrogate Information Error
Measurement Error
Experimental Error
Data Analysis Error
Sources of Nonsampling Error

Administering Errors
Occur during the administration of a survey instrument to the respondents
Questioning Error
Recording Error
Interference Error
Sources of Nonsampling Error (Contd.)

Response Error
Occur when respondent provides inaccurate answers to survey questions
Non-response Error
Occurs if
Some members of sample not contacted
Some members provide incomplete or no response to survey instrument
Sources of Nonsampling Error (Contd.)

Describes a plan for conducting and controlling a research project
Basis for a written contract between manager and researcher
Basis for a vehicle for reviewing important decisions
Used to choose among competing supplies and influence decision to fund study
Research Proposal

Executive Summary
Purpose and Scope
Objectives
Research Approach
Time and Cost Estimates
Appendices
Basic Contents of a Research Proposal

4. Methods & Data Collection.

Secondary Data
Primary Data
Data Sources

STANDARDIZED SOURCES OF MARKETING DATA
STORE AUDITS
WAREHOUSE WITHDRAWAL SERVICES
CONSUMER PURCHASE PANELS
SINGLE SOURCE DATA
NIELSEN’S TELEVISION INDEX
STARCH SCORES
ARBITRON PANEL
MULTIMEDIA SERVICES
SALES/PATRONAGE RESULTS ( OUTCOMES )
MARKETING ACTIVITY ( INPUTS )
COST INFORMATION
DISTRIBUTOR REPORTS AND FEEDBACK
CUSTOMER FEEDBACK
GOVERNMENT
TRADE ASSOCIATIONS
PERIODICALS
NEWSPAPERS
BOOKS
ANNUAL REPORTS
PRIVATE STUDIES
Sources of Secondary Data DATA SOURCES SECONDARY DATA SOURCES PRIMARY DATA SOURCES INTERNAL RECORDS EXTERNAL SOURCES PUBLISHEDDATA INTERNET ELECTRONIC PRINTED

Can solve the problem on hand all by its own
Can lead to new ideas and other sources
Helps to define the problem more clearly
Can help in designing the primary data collections process
Helps in defining the population / sample
Can serve as a reference base
Uses of Secondary Data

Low cost
Less effort
Less time
At times, more accurate
At times, only way to obtain data
Collected for some other purpose
No control over data collection
May not be accurate
May not be in correct form
May be outdated
May not meet data requirements
Assumptions have to be made
Benefits and Limitations of Secondary Data Benefits Limitations

Internal Records
Accounting Data
Sales Reports
Inventory Management
Customer Database
Internal Sources of Secondary Data

Published data sources (e.G., Census, publications of various trade associations)
Trade directories
Computer retrievable databases ("online" databases)
External Sources of Secondary Data

Computer Retrievable Database Based on the Method of Storage and Retrieval of Information Based on the Type of Information Source Reference On-line Databases CD-ROM Databases Floppy Disc Databases Indirect through Networks Direct from Producer Direct from Vendors Internet

Scope of information available
Speed of information access and retrieval
Commercially available search procedures provide considerable flexibility and efficiency
Rely solely on the accuracy of the abstract author
Depend on the journal and article selection policy of the database producer
Might miss important information, or retrieve a lot of irrelevant data if searching by “keyword”
Computer-Retrievable Methods Limitations Advantages

Factors to Be Considered:
Who has collected the data (did they have adequate resources)?
Why was the data collected (how the interests of agency match with ours)?
How the data was collected (to determine the quality of data on-hand)?
What data was collected (geographic and demographic limitations)?
When the data was collected (how old/obsolete is the data)?
Appraising Secondary Sources

Monitoring the Environment
Demand Estimation
Applications of Secondary Data

Census data
Standard Industrial Classification (SIC) or North American Industrial Classification (NAIC)
Trade association data
Experts and authorities
Press releases
Legislation and laws
Industry news
Business and practitioner literature, such as magazines
Applications of Secondary Data (Contd.) Demand Estimation Monitoring the Environment

ORG Reports
CLUSTER PLUS
Competitor’s annual reports
Press releases
Applications of Secondary Data (Contd.) Segmentation and Targeting Developing a Business Intelligence System

Factors
Multitude of information users having common information needs
When cost of satisfying individual user's need is prohibitive
The increasing use of scanner systems at the check out points
Growth of Standardized Sources

Biggest research company in the world
Their auditing services cover four groups
Grocery products
Drugs
Mass merchandisers
Alcoholic beverages
Nielsen Retail Index

To Cover the gap between Warehouse Withdrawal Audits and Actual Purchases, following Methods can be used
Home Audit Approach
Panel member agrees to permit an auditor to check the household stocks of certain product categories at regular intervals
Mail Diary Method
Panel member records the details of each purchase and returns in the diary by mail at regular intervals
Consumer Purchase Panels

Can Provide Information On:
Aggregate Sales Activity
Brand Shares
Shifts in Buyer Characteristics
Shifts in Retail Outlets
Advantages of Consumer Panels

Possibility of Selection Bias
Mortality Effect
Testing Effects
Limitations of Consumer Panels

A new technology that may replace the bar codes. Utilizing a tiny silicon chip to store information; a small transmitter would then send this information to a scanner. RFID offers more benefits than a UPC, such as:
The ability to store more information
The ability to change the information on the tag
The ability to transmit all the information on the chip to a scanner without clear line of sight
RFID

TAM for TV audiences
RAM for FM Radio Channels
INS & IRS for newspapers
ORG report for FMCG, Consumer Durables etc
Media Related Standardized Sources

Measurement Systems SMART PEOPLE METER Mechanics No wire connections Wired directly to TV and VCR tuners Research Methods Data retrieved by reading UTCP codes Telephone connections used to return data Method of Data Collection User logs in/out before and after watching TV User punches numerical code into data-entry device Reputation as: Media measurement business serving the ratio industry Foremost in TV ratings

A typical marketing manager receives some or all of following data:
Factory shipments or order
Syndicated aggregate (industry) data services
Sales reports from sales personnel
Consumer panel data
Scanner data
Demographic data
Internal cost and budget data
Purpose of MDSS is to combine marketing data from diverse sources into single database

Measuring product sales and market share
Measuring advertisement exposure and effectiveness
Measuring promotion effectiveness
Estimation And evaluation of models
Applications of Standardized Sources of Data

5 Survey method of data collection. & Methods of Qualitative research.

Marketing Research Data Matrix Qualitative Quantitative Primary Secondary

Qualitative Methods
Recommended to capture the basic feel of a problem prior to conducting more analytical study
Observational Methods
These methods are limited to providing information on current behavior
Information Collection : Qualitative and Observational Methods

Exploratory
Conducted primarily to explicitly define the problem and formulate hypotheses
Orientation
To learn more about target consumer (e.G. Culture, language)
Clinical
To gain insights into topics that are difficult in a structured research
Qualitative Research Methods

Major constraints:
Volume of data
Complexity of analysis
Detail of clarification record
Time-consuming nature of the clerical efforts required
Relatively expensive
Qualitative Research Methods

Nondirective interviews (respondent enjoys maximum freedom)
Semi-structured or focused individual interviews
Covers a specific list of topics or sub-areas
Individual in-depth interviews (3 techniques):
Laddering
Hidden-issue
Symbolic Analysis
Individual In-depth Interviews

Offers participants more stimulation than an interview; makes new ideas and meaningful comments more likely
Issues to be addressed :
Outlining the intended direction of the group
Explaining how participants were recruited
Reeducating observers on the concepts of random selection, statistical reliability, and projectability of research results
Focus Group Discussions

Exploratory Focus Groups
Used in the exploratory phase of the market research process
Used for generating the hypotheses
Clinical Focus Groups
Based on the premise that an individual's true feelings and motivations are subconscious in nature
Experiencing Focus Groups
Allows the researcher to experience the emotional framework in which the product is being used
Types of Focus Groups

Casual Observation
Systematic Observation
Direct Observation
Contrived Observation
Content Analysis
Physical Trace Measures
Humanistic Inquiry
Behavior Recording Devices
Observational Methods

Cannot be used to observe motives, attitudes or intentions
More costly and time consuming
Limitations of Observational Methods

Used to Capture a Wide Variety of Information:
Attitude
Decisions
Focus on process and not the results
Measuring the relationship between actions & needs, desires, preferences, motives and goals
Information From Surveys

The Results Will Be Meaningful If:
Population has been defined correctly
Sample is representative of the population
Respondents selected are able and willing to cooperate
Questions are understood by the respondents
Respondents have the knowledge, opinions, attitudes, or facts required
Interviewer correctly understands and records the response
Sources of Survey Error

POPULATION RESPONDENT INTERVIEWER Sample Question Answer Sampling error Nonresponse due to refusals or not-at-home Ambiguity of question Interviewer error Ambiguity of answer
Inaccuracy in response
Inability to formulate a response
Unwillingness to respond
Sources of Survey Error

Refusals Could Occur Due to:
Nature of questions and place
Subject of no interest to the respondent
Fear
Invasion of privacy
Hostility towards sponsor
Personal bias
Characteristics of the data collection procedure (e.G., Presidential polls)
Non-response Errors Due to Refusals

Phenotypic Source
Characteristics of the data collection procedure
Question asked
How question is asked
Length of interview
Genotypic Source
Indigenous characteristics of the respondents
Age
Sex
Occupation
Non-response Errors Due to Refusals

Inability to respond
Telescoping
Averaging
Omission
Cannot formulate an adequate answer
Some of these problems can be solved by:
Aided-recall techniques
Inaccuracy in Response

This Could Arise Due to the Following Reasons :
Concern about invasion of privacy
Time pressure and fatigue
Prestige seeking and social desirability response bias
Courtesy bias
Uninformed response bias
Response style
Unwillingness to Respond Accurately

This Depends On:
Respondent’s Impression of the Interviewer
Questioning, Probing, and Recording
Fraud and Deceit
Improving Interviewer Quality
Interviewer Error

Personal Interview
Telephone Interview
Mail Survey
Fax Survey
E-mail Survey
Web-based Survey
Methods of Data Collection

Sampling
Type of Population
Question Form
Question Content
Response Rate
Costs
Available Facilities
Length of Data Collection
Factors Affecting the Choice of a Survey Method

Misrepresentation of Data Collection Process Stems From:
Representation of a marketing activity other than research as research
Abuse of respondents rights during the data collection process, under the rationale of providing better quality research. E.G.,
Use of survey for selling purposes
Use of survey to obtain names and addresses of prospects for direct marketing
Ethical Issues in Data Collection

The rights of the respondents can be violated by:
Disguising the purpose of a particular measurement
Deceiving the prospective respondent as to the true duration of the interview
Misrepresenting the compensation in order to gain cooperation

The rights of the respondents can be violated by:
Not mentioning to the respondent that a follow up interview will be made
Using projective tests and unobtrusive measures to circumvent the need for a respondents consent
Using hidden tape recorders
Not debriefing the respondent
Conducting simulated product tests in which identical product is tried by respondent except for variations in color

Guidelines:
Reviewing data
Getting started
Setting the feedback objective
Customer presentation
Sharing responsibility
Handling issues you cannot fix
Working the issue resolution with your account
Collecting Data

Personal Interview
Telephone Interview
Mail Survey
Basic Survey Methods

There Are Four Entities Involved:
Researcher
Interviewer
Interviewee
The Interview Environment
Personal Interviews

Methods:
Door to Door Interviewing
Executive Interviewing
Mall Intercept Surveys
Self Administered Interviews
Purchase Intercept Technique (PIT)
Omnibus Surveys
Personal Interviews (Contd.)

Advantages:
Can arouse and keep interest
Can build rapport
Ask complex questions with the help of visual and other aids
Clarify misunderstandings
High degree of flexibility
Probe for more complete answers
Accurate for neutral questions
Do not need an explicit or current list of households or individuals
Personal Interviews (Contd.)
Disadvantages:
Bias of Interviewer
Response Bias
Embarrassing/personal questions
Time Requirements
Cost Per Completed Interview Is High

The Important Aspects of Telephone Interviewing :
Selecting telephone numbers
Pre-specified list
A directory
Random dialing procedure
Random digit dialing
Systematic random digit dialing (SRDD)
Call outcomes
The introduction
When to call
Call reports
Telephone Interviewing

Advantages:
Central location, under supervision, at own hours
More interviews can be conducted in a given time
Travelling time is saved
More hours of the day are productive
Repeated call backs at lower cost
Absence of administrative costs
Lower cost per completed interview
Intrusiveness of the phone and ease of call backs
Less sample bias
Telephone Interviewing (Contd.)
Limitations:
Inability to employ visual aids or complex tasks
Can't be longer than 5-10 min. or they get boring
Amount of data that can be collected is relatively less
A capable interviewer essential
Sample bias
As all people do not have phones, or are not listed

Requires a broad identification of the individuals to be sampled before data collection begins
Some Decisions That Need to Be Taken Are:
Type of Return Envelope
Postage
Method of Addressing
Cover Letter
The Questionnaire Length, Layout, Color, Format Etc
Method of Notification
Incentive to Be Given
Mail Surveys

Advantages:
Lower cost
Better results, including a shorter response time
Reliable answers as no inhibiting intermediary
Survey answered at respondents discretion
Mail Surveys (Contd.)
Disadvantages:
The identity of the respondent is inadequately controlled
No control over whom the respondent consults before answering the questions
The speed of the response can't be monitored
No control on the order in which the questions are exposed or answered
The respondent may not clearly understand the question and no opportunity to clarify
No long questionnaires
Subject to availability of a mailing list
Response rate is generally poor
Number of problems such as obsolescence, omissions, duplications, etc

Perceived amount of work required, and the length of the questionnaire
Intrinsic interest in the topic
Characteristics of the sample
Credibility of the sponsoring organization
Level of induced motivation
Coping with non-response:
Include monetary incentive
Send a follow-up letter
Include return envelope
Alternatives:
Mail Panels
Fax Surveys
Factors Affecting the Response Rate

Advantages
The best way to implement some sample designs
Most effective way of enlisting cooperation.
Advantages of interview questions-probing for adequate answers, accurately following complex instructions or sequences are realized.
Multi-method data collection are feasible
Rapport and confidence building are possible.
Probably longer interviews can be done in person.
Comprehensive benefits of Various Methods Survey Method: Personal Interviewing
Limitations
It is likely to be more costly than alternatives.
A trained staff of interviewers that is geographically near the sample is needed.
The total data collection period is likely to be longer than for most procedures.
Some samples may be more accessible by some other mode.

Comprehensive benefits of Various Methods Survey Method: Telephone Interviewing
Advantages
Lower costs than personal interviews.
Random Digit-Dialing (RDD) sampling of general population.
Better access to certain populations
Shorter data collection periods.
The advantages of interviewer administration (In contrast to mail surveys).
Interviewer staffing and management easier than personal interviews-smaller staff needed, not necessary to be near sample, supervision and quality control potentially better.
Likely better response rate from a list sample than from mail
Limitations
Sampling limitations, especially as a result of omitting those without telephone
Nonresponse associated with RDD sampling is higher than with interviews
Questionnaires or measurement constraints
Possibly less appropriate for personal or sensitive questions if no prior contact

Comprehensive benefits of Various Methods Survey Method: Self Administration
Advantages
Ease of presenting questions requiring visual aids.
Asking questions with long or complex response categories is facilitated.
Asking batteries of similar questions is possible.
Limitations
Questionnaire design needs special attention
Open questions are usually not useful.
Respondents require good reading and writing skills.
The interviewer is not present to exercise quality control with respect to answering all questions, meeting questions objectives, or the quality of answers provided.

Comprehensive benefits of Various Methods Survey Method: Mail Procedures
Advantages
Relatively low cost
Can be accomplished with minimal staff and facilities.
Provides access to widely dispersed samples.
Respondents have time to give thoughtful answers, look up records, or consult others.
Limitations
Ineffective as a way of enlisting cooperation.
Various disadvantages of not having interviewer involved in data collection.
Need for accurate mailing addresses of the sample.

Comprehensive benefits of Various Methods Survey Method: Drop-off questionnaire
Advantages
The interviewer can explain the study, answer questions, and designate a respondent.
Response rates tend to be like those of personal interview studies.
There is more opportunity to give thoughtful answers and consult records.
Limitations
Costs about as much as personal interviews.
A field staff is required.

6 Measurement, scaling & sampling.

Mental states used by individuals to structure the way they perceive their environment and guide the way they respond to it
What Are Attitudes?

Majority of questions in marketing research are designed to measure attitudes
Attitudes include
Information possessed
Feelings of like and/or dislike
Intentions to behave
Management wants to understand and influence behavior
Attitude Measurement

Attitudes lead to behavior
More feasible to ask questions on attitudes than to observe and interpret behavior
Large capacity for diagnosis and explanation
Learn which features of a new product concept are acceptable or unacceptable
Measure the perceived strengths and weaknesses of competitive alternatives
Reasons for Measuring Attitudes

Cognitive or Knowledge Component
Represents a person’s information about an object
Awareness of existence of the object
Beliefs about the characteristics or attributes of the object
Judgments about the relative importance of each of the attributes
Affective or Liking Component
Summarizes a person’s overall feelings toward an object, situation, or person
On a scale of like-dislike or favorable-unfavorable
When there are several alternatives, liking is expressed in terms of preference
Measured by asking which alternative is “most preferred” or “first choice,” which is the “second choice,” and so on
Intention or Action Component
Refers to a person’s expectations of future behavior toward an object
Intentions are usually limited to a distinct time period that depends on buying habits and planning horizons
Advantage
Incorporates information about a respondent’s ability or willingness to pay for the object, or other taken action
Components of Attitude

Measurement
Standardized process of assigning numbers or other symbols to certain characteristics of objects of interests according to pre-specified rules
Characteristics for Standardization
One-to-one correspondence between the symbol and the characteristic in the object that is being measured
Rules for assignment should be invariant over time and the objects being measured
Scaling
Process of creating a continuum on which objects are located according to the amount of the measured characteristic that the object possesses
Measurement and Scaling

Nominal Scale
Objects are assigned to mutually exclusive, labeled categories
No necessary relationships among categories
No ordering or spacing are implied
Only possible arithmetic operation is a count of each category
Ordinal Scale
Rank objects or arrange them in order by some common variable
Does each object have more or less of a variable than some other object?
Does not provide information on how much difference there is between objects
Arithmetic operations are limited to statistics such as median or mode
Measurement Scales
Interval Scale
Numbers are assigned to objects that represent categories, rank orders, as well as how much the object is preferred on the attribute being measured
Differences can be compared
Entire range of statistical operations can be employed
Ratio Scale
Special kind of interval scale with meaningful zero point
Possible to say how many times greater or smaller one object is than the other
Magnitude scaling of attitudes has been calibrated through numeric estimation

Attitude Scales Single-Item Scales Continuous Scales Multi-Item Scales Stapel Scales Thurstone Scales Likert Scales Associative Scales Semantic Differential Scale Paired Comparison Scales Q-sort Scales Comparative Scales Itemized Category Scales Pictorial Scales Constant Sum Scales Rank Order Scales Classification of Attitude Scales

Problems in choosing
There are many different techniques, each with its own strengths and weaknesses
Virtually any technique can be adapted to the measurement of any one of the attitude components
Researchers choice shaped by:
The specific information required
Adabtability of the scale to the data collection method and budget constraints
Compatibility of the scale with the structure of the respondent’s attitude
Choosing An Attitudinal Scale

Validity
An attitude measure has validity if it measures what it is supposed to measure
Face Validity
The extent to which the content of a measurement scale appears to tap all relevant facets of the construct
Criterion Validity
Based on empirical evidence that the attitude measure correlates with other “criterion” variables
Concurrent validity
Two variables are measured at the same time
Predictive validity
The attitude measure can predict some future event
Convergent validity
A form of construct validity that represents the association between the measured construct and measures of other constructs with which the construct is related on theoretical grounds
Accuracy of Attitude Measurements
Discriminant validity
A form of construct validity that represents the extent to which the measured construct is not associated with which the construct is related on theoretical grounds
Construct Validity
A scale evaluation criterion that relates to the underlying question "what is the nature of the underlying variable or construct measured by the scale?“
Reliability
The consistency with which the measure produces the same results with the same or comparable population
Sensitivity
Extent to which ratings provided by a scale are able to discriminate between the respondents who differ with respect to the construct being measured
Generalizability
Refers to the ease of scale administration and interpretation in different research settings and situations
Relevancy
Relevance = reliability * validity

7 Design of survey questionnaires.

Designing the Questionnaire
Questionnaire building
is an art!
A questionnaire is always custom-built!

PLANNING WHAT TO MEASURE
Revisit the research objectives
Decide on the Research issue of your questionnaire
Get additional information on the research issue from data sources and secondary exploratory research
Decide what to be asked under the research issue
FORMATTING THE QUESTIONNAIRE
In each issue determine the content of each question
Decide on the format of each question
QUESTION WORDING
Determine how the question is worded
Evaluate each question on the basis of comprehensibility, knowledge and ability, willingness/inclination of a typical respondent to answer the question
Process of Questionnaire Design

SEQUENCING AND LAYOUT DESIGNS
Layout the questions in proper sequence
Group all the questions in each subtopic to get a single questionnaire
PRETESTING AND CORRECTING PROBLEMS
Read through the whole questionnaire to check whether it makes sense and it measures what it is supposed to measure
Check the questionnaire for error
Pretest the questionnaire
Correct the problems
Process of Questionnaire Design

Logical Steps to Develop a Good Questionnaire
Plan what to measure
Formulate questions to obtain the needed information
Decide on the order and wording of questions and the layout of the questionnaire
Using a sample, test the questionnaire for omissions and ambiguity
Correct the problems (pretest again, if necessary)
Planning What to Measure
Specify research objectives and information to be collected
Relevance of the study
Translating Research Objectives Into Information Requirements
Designing the Questionnaire

Formatting the Question
Decision to be made regarding the degree of freedom to be given to the respondents in answering the questions
Alternatives
Open ended with no classification
Open ended where the interviewer uses precoded classifications to record the response
Close ended or structured format in which a question or a supplementary card presents the responses to be considered
Designing the Questionnaire (Contd.)

Open Ended Questions Are Good for the Following Circumstances
Introduction to a survey or to a topic
When it is important to measure the saliency of an issue to a respondent
When there are too many responses to be listed, or they can't be foreseen
When verbatim responses are desired to give the flavor of people's answers or to cite examples
When the behavior to be measured is sensitive or disapproved
Open Ended Questions

Disadvantages
Variability in the clarity and depth of the responses
Articulateness of the respondent in personal interview
Willingness to compose a written answer for a mail survey
Interviewer's ability to record the verbatim answers quickly
Open Ended Questions
Advantages
Wide range of responses
Responses obtained without any influence
Free choices

There Are Two Basic Formats for Closed Ended or Structured Questions
Choice from a list of responses
Appropriate single-choice rating on a scale
Closed-response Questions

Closed-response Questions (Contd.)
Advantages
Easier to answer
Require less effort by the interviewer
Tabulation and analysis is easier
Less potential error in the way the question is asked and the way it is recorded
The responses are directly comparable from respondent to respondent
Limitations
Disagreement among researchers on the type of responses that should be listed
The answer to a closed response question will be received no matter how relevant or irrelevant the question is in that context
May not produce meaningful results
Dichotomous questions are prone to a large amount of measurement error because the alternatives are polarized
Good questions are hard to develop
Provides fewer opportunities of self expression
The list of alternative responses provides answers that might have not been considered by the respondent who are reluctant to admit ignorance, and thereby selecting a "reasonable" response

Generally five to seven categories
Ideally the multiple choices should be mutually exclusive
Number of Response Categories

Responses are likely to be affected by the order in which they are presented.
What factor influences your fast-food restaurant choice most ?
 Convenient location
 Quality of food
 Menu selection
 Fast service
 Reasonable prices
 Brand name
Cleanliness
To prevent order bias, place the average or expected response at various positions in the sequence of categories
Order of Response Categories

Respondents who do not know the answer might take categories as cues.
How many long-distance calls do make in a week?
 less than 5  less than 10
 5-10 or  10-20
 More than 10.  More than 20.
Range of Response Categories

Concerns the handling of “don’t know” and neutral responses
May be advisable to provide the interviewer with an additional “no answer” category to identify these people correctly
Handling Uncertainty and Ignorance

Probe:
Using an open-response question to follow up a closed-response question
Two general purposes for the use of probes :
Pinpoint questions that were particularly difficult for respondents
Aid researcher interpretation of respondent answers
Using Both Open- And Closed-Response Questions

The following details need special attention:
Is the vocabulary simple, direct, and familiar to all respondents?
Do any words have vague or ambiguous meanings?
Are any questions " double-barreled”?
Are any questions leading or loaded?
Are the instructions potentially confusing?
Is the question applicable to all respondents?
Are the questions of appropriate length?
Question Wording

Avoid ambiguous words
How many times per month do you visit a fast-food restaurant?
 Never
 Occasionally
 Sometimes
 Often
Question Wording

Are any questions loaded?
1) Don’t you think, because its so greasy, fast-food is one of the worst types of food?
2) Do you prefer a burger that is grilled on a hot stainless-steel grill or cooked by passing the raw meat through an open gas flame?
Question Wording

Are any questions "double-barreled”?
Are you satisfied with the price and the service of Café Coffee Day?
Question Wording

Question Wording
Is the question applicable to all respondents?
Why do you like fast-food?
Assumes that respondent likes fast-food.

Consumption of Kellogg’s Frosted Flakes
The casual approach
“ Have you eaten ‘Frosted Flakes’ within the last week?
The numbered card
“ Would you please read off the number on this card that corresponds to what you had eaten for breakfast in the last week?”
(Hand card to respondent)
Pancakes
Frosted Flakes
Other (what)?
Asking Sensitive Questions

The everybody approach
“ As you know, many people have been eating Frosted Flakes for breakfast. Do you eat Frosted Flakes?”
The “other people” approach
“ Do you know of any adult who eats Frosted Flakes?”
“ How about yourself?”

The sealed ballot technique
In this version you explain that the survey respects people’s right to anonymity with respect to their eating habits, and that they themselves are to fill out the answer to the question, seal it in an envelope, and drop it in a box conspicuously labeled “sealed ballet box” that is carried by the interviewer
The Kinsey approach
Stare firmly into respondent’s eyes and ask in simple clear-cut language as that to which the respondent is accustomed, and with an air of assuming that everyone had done everything, “Do you eat Frosted Flakes for breakfast?”

Randomized Response Technique
The respondent is asked to answer one or two randomly selected questions without revealing which question has been answered
Questions:
Sensitive
Innocuous
Since the interviewer records a “yes” or “no” answer without knowing which question has been answered, the respondent feels free to answer honestly

Open with an easy and non threatening question
The questionnaire should flow smoothly and logically from one topic to the next
Proceed from broad general questions to the more specific
Sequence And Layout Decisions

Organization of a Typical Questionnaire Location Type Function Example Starting Questions Broad, General Questions To break the ice and establish rapport with the respondents Do you own a personal computer? Next few Questions Simple and Direct Questions To reassure the respondent that the survey is simple and easy to answer. What brands of personal computers did you consider while you were buying the PC? Questions up to a third of the questionnaire Focused Questions Relate more to the research objectives and convey to the respondent the area of research What attributes did you consider when you purchased your personal computer? Major portion of the questionnaire Focused Questions: Some may be difficult and complicated To obtain most of the information required for the research Rank the following attributes of a personal computer based on their importance to you. Last few questions Personal questions that may be perceived by the respondent as sensitive To get classification and demographic information about the respondent. What is the highest level of education you have attained?

Sensitive questions should not be placed in the beginning of the questionnaire
Use good quality of paper
Physical layout should be appealing and interesting
Order bias
Sequence And Layout Decisions

Order Bias: Does The Question Create The Answer? Percentage of Respondents “Very Much Interested” in Buying New Product Questions Preceding Buying Interest Question 1. No question asked 2.8 2. Asked only about advantages 16.7 3. Asked only about disadvantages 0.0 4. Asked about both advantages and disadvantages 5.7

Pretest Design
Pretesting Specific Questions For
Variation
Meaning
Task difficulty
Respondent interest and attention
Pretesting the Questionnaire
Flow of the questionnaire
Skip patterns
Length
Respondent Interest and Attention
Pretesting and Correcting Problems

Quantitative Vs Qualitative Research
A research strategy that emphasizes quantification in collection and analysis of data
Entails a deductive approach to the relationship between theory and research in which the accent is placed on the testing of the theories
It has incorporated the practices and norms of the natural scientific model and positivism in particular
It embodies a view of social reality as an external objective reality
In summary – The collection of numerical data and as exhibiting view of relationship between theory and research as deductive
Strategy that emphasizes words rather than quantificatino in collection & analysis of data
Predominantly emphasizes an inductive approach to relationship between theory and research in which emphasis is placed on generation of theories
No scientific model has been accepted as practices and norms
Social reality as a constantly shifting emergent property of individual’s creation

Quantitative research methods & Data Analysis

A set of methods and techniques used to obtain information and insights from data
Helps avoid erroneous judgements and conclusions
Can constructively influence the research objectives and the research design
Data Analysis

Data editing
Coding
Statistically adjusting the data
Preparing the Data for Analysis

Data Editing
Data Editing
Identifies omissions, ambiguities, and errors in responses
Conducted in the field by interviewer and field supervisor and by the analyst prior to data analysis

Data Editing
Problems identified with data editing
Interviewer Error
Omissions
Ambiguity
Inconsistencies
Lack of Cooperation
Ineligible Respondent

Coding
Coding
Coding closed-ended questions involves specifying how the responses are to be entered
Open-ended questions are difficult to code
Lengthy list of possible responses is generated

Statistically Adjusting the Data + Weighting
Each response is assigned a number according to a pre-specified rule
Makes sample data more representative of target population on specific characteristics
Modifies number of cases in the sample that possess certain characteristics
Adjusts the sample so that greater importance is attached to respondents with certain characteristics
Preparing the Data for Analysis (Contd.)

Statistically Adjusting the Data + Variable Re-specification
Existing data is modified to create new variables
Large number of variables collapsed into fewer variables
Creates variables that are consistent with study objectives
Dummy variables are used (binary, dichotomous, instrumental, quantitative variables)
Use (d-1) dummy variables to specify (d) levels of qualitative variable

Statistically Adjusting the Data + Scale Transformation
Scale values are manipulated to ensure comparability with other scales
Standardization allows the researcher to compare variables that have been measured using different types of scales
Variables are forced to have a mean of zero and a standard deviation of one
Can be done only on interval or ratio scaled data

Consists of counting the number of cases that fall into various categories
Use of Simple Tabulation
Determine empirical distribution (frequency distribution) of the variable in question
Calculate summary statistics, particularly the mean or percentages
Aid in "data cleaning" aspects
Simple Tabulation

Reports the number of responses that each question received
Organizes data into classes or groups of values
Shows number of observations that fall into each class
Can be illustrated simply as a number or as a percentage or histogram
Response categories may be combined for many questions
Should result in categories with worthwhile number of respondents
Frequency Distribution

Statistics normally associated with a frequency distribution to help summarize information in the frequency table
Measures of central tendency mean, median and mode
Measures of dispersion (range, standard deviation, and coefficient of variation)
Measures of shape (skewness and kurtosis)
Descriptive Statistics

Differences between means or percentages of two subgroup responses can provide insights
Difference between means is concerned with the association between two questions
Question upon which means are based are intervally scaled
Analysis for Various Population Subgroups

Statistical analysis technique to study the relationships among and between variables
Sample is divided to learn how the dependent variable varies from subgroup to subgroup
Frequency distribution for each subgroup is compared to the frequency distribution for the total sample
The two variables that are analyzed must be nominally scaled
Cross Tabulations

Type of Data
Classification of data involves nominal, ordinal, interval and ratio scales of measurement
Nominal scaling is restricted to the mode as the only measure of central tendency
Both median and mode can be used for ordinal scale
Non-parametric tests can only be run on ordinal data
Mean, median and mode can all be used to measure central tendency for interval and ratio scaled data
Factors Influencing the Choice of Statistical Technique

Research Design
Dependency of observations
Number of observations per object
Number of groups being analyzed
Control exercised over variable of interest
Assumptions Underlying the Test Statistic
If assumptions on which a statistical test is based are violated, the test will provide meaningless results
Factors Influencing the Choice of Statistical Technique (Contd.)

Univariate Techniques
Appropriate when there is a single measurement of each of the 'n' sample objects or there are several measurements of each of the `n' observations but each variable is analyzed in isolation
Nonmetric - measured on nominal or ordinal scale
Metric-measured on interval or ratio scale
Determine whether single or multiple samples are involved
For multiple samples, choice of statistical test depends on whether the samples are independent or dependent
Multivariate Techniques
A collection of procedures for analyzing association between two or more sets of measurements that have been made on each object in one or more samples of objects
Dependence or interdependence techniques
Overview of Statistical Techniques

Multivariate Techniques (Contd.)
Dependence Techniques
One or more variables can be identified as dependent variables and the remaining as independent variables
Choice of dependence technique depends on the number of dependent variables involved in analysis
Interdependence Techniques
Whole set of interdependent relationships is examined
Further classified as having focus on variable or objects

Why use Multivariate Analysis?
To group variables or people or objects
To improve the ability to predict variables (such as usage)
To understand relationships between variables (such as advertising and sales)

Assumption (hypothesis) made about a population parameter (not sample parameter)
Purpose of Hypothesis Testing
To make a judgement about the difference between two sample statistics or between sample statistic and a hypothesized population parameter
Evidence has to be evaluated statistically before arriving at a conclusion regarding the hypothesis.
Hypothesis Testing: Basic Concepts

Hypothesis Testing
The null hypothesis (H o ) is tested against the alternative hypothesis (H a ).
At least the null hypothesis is stated.
Decide upon the criteria to be used in making the decision whether to “reject” or "not reject" the null hypothesis.
The null hypothesis (H o ) is tested against the alternative hypothesis (H a ).
At least the null hypothesis is stated.
Decide upon the criteria to be used in making the decision whether to “reject” or "not reject" the null hypothesis.

The Logic of Hypothesis Testing
Evidence has to be evaluated statistically before arriving at a conclusion regarding the hypothesis
Depends on whether information generated from the sample is with fewer or larger observations

Problem Definition Clearly state the null and alternative hypotheses. Choose the relevant test and the appropriate probability distribution Choose the critical value Compare test statistic and critical value Reject null Does the test statistic fall in the critical region? Determine the significance level Compute relevant test statistic Determine the degrees of freedom Decide if one-or two-tailed test Do not reject null

Basic Concepts of Hypothesis Testing (Contd.)
The Three Criteria Used Are
Significance Level
Degrees of Freedom
One or Two Tailed Test

Data tabulation techniques
Cross Tabulation & Chi-square Test
ANOVA – Analysis of Variance
Correlation Analysis
Regression Analysis
Factor Analysis
Cluster Analysis
L Scaling
Conjoint Analysis
Perceptual Maps

Data Interpretation

Common myths
Complex analysis and big words impress people.
Most people appreciate practical and understandable analyses.
Analysis comes at the end after all the data are collected.
We think about analysis upfront so that we HAVE the data we WANT to analyze.
Quantitative analysis is the most accurate type of data analysis.
Some think numbers are more accurate than words but it is the quality of the analysis process that matters.

Common myths cont…
Data have their own meaning.
Data must be interpreted. Numbers do not speak for themselves.
Stating limitations to the analysis weakens the evaluation.
All analyses have weaknesses; it is more honest and responsible to acknowledge them.
Computer analysis is always easier and better.
It depends upon the size of the data set and personal competencies. For small sets of information, hand tabulation may be more efficient

It involves:
organizing the data
doing the calculations
interpreting the information
lessons learned
explaining limitations
Quantitative data analysis is making sense of the numbers to permit meaningful interpretation

Organize all forms/questionnaires in one place
Check for completeness and accuracy
Remove those that are incomplete or do not make sense; keep a record of your decisions
Assign a unique identifier to each form/questionnaire
1. Organizing the data

By hand
By computer
Excel (spreadsheet)
Microsoft Access (database mngt)
Quantitative analysis: SPSS (statistical software)
Enter your data

2. Do the calculations
Count (frequencies)
Percentage
Mean
Mode
Median
Range
Standard deviation
Variance
Ranking
Cross tabulation
http://learningstore.uwex.edu/pdf/G3658-6.pdf

Which calculation do I use? It depends upon what you want to know Do you want to know how many individuals checked each answer? Frequency Do you want the proportion of people who answered in a certain way? Percentage Do you want the average number or average score? Mean Do you want the middle value in a range of values or scores? Median Do you want to show the range in answers or scores? Range Do you want to compare one group to another? Cross tab Do you want to report changes from pre to post? Change score Do you want to show the degree to which a response varies from the mean? Standard deviation

3. Interpreting the information
Numbers do not speak for themselves.
For example, what does it mean that 55 youth reported a change in behavior. Or, 25% of participants rated the program a 5 and 75% rated it a 4. What do these numbers mean?
Interpretation is the process of attaching meaning to the data.
Interpretation demands fair and careful judgments. Often the same data can be interpreted in different ways. So, it is helpful to involve others or take time to hear how different people interpret the same information.
Think of ways you might do this…for example, hold a meeting with key stakeholders to discuss the data; ask individual participants what they think

Part of interpreting information is identifying the lessons learned
What did you learn? – about the program, about the participants, about the evaluation.
Are there any ‘ah-has’? What is new? What was expected?
Were there findings that surprised you?
Are there things you don’t understand very well – where further study is needed?
We often include recommendations or an action plan. This helps ensure that the results are used.

Written reports:
Be explicit about your limitations
Oral reports:
Be prepared to discuss limitations
Be honest about limitations
Know the claims you cannot make
Do not claim causation without a true experimental design
Do not generalize to the population without random sample and quality administration (e.g., <60% response rate on a survey)
4. Discuss limitations

Common errors in analyzing quantitative data
Incorrect denominator when calculating the percentage
Do not average percentages
Using a single average that distorts or misrepresents the range of information

Practical Applications

New Product Research Process
Generation of new product concepts
Evaluation and development of those concepts
Evaluation and development of the actual products
Testing in the context of the marketing program
Need Identification
Perceptual maps
Social and environmental trends
Benefit structure analysis
Product users
Focus-group interviews
Lead user analysis
Concept Identification
New Product Research

Test Marketing
Designing the sell-in market test
Selecting the test cities
Implementing and controlling the test
Timing
Measurement
Costs of a test market
Controlled Distribution Scanner Markets (CDSM)
Projecting Trial, Repeat and Usage Rate Using Panel Data
New Product Research (Contd.)

Gabor and Grainger method
Multi-brand choice method
Research for Profit-oriented Pricing
Research for Share-oriented Pricing
Pricing Research

Warehouse and Retail Location Research
Center-of-gravity Simulation
Computerized Simulation Models
Catchment Area Analysis
Outlet Location Research
Distribution Research

Number and Location of Sales Representatives
Sales effort approach
Statistical analysis of sales data
Field experiments
Computerized models of sales force size and allocation by market and by product line
Distribution Research (Contd.)

Criteria
Recognition
Recall
Persuasion
Forced exposure, brand preference change
On-air tests -- brand preference change
Customized Measures of Communication / Attitude
Purchase Behavior
Coupon stimulated purchasing
Split-cable tests
Tracking Studies
Diagnostic Testing
Advertising Research
Copy Test Validity
Qualitative Research
Audience Impressions of the Ad
Adjective Checklist
Eye Movement
Physiological Measurement
Budget Decision
Media Research
Measuring print vehicle audiences
Measuring broadcast vehicles audiences

Promotional Tools
Price Discounts
Features
Displays
Coupons / Rebates
Sweepstakes
Promotional Strategy
Hi-lo
Every Day Low Price (EDLP)
Sales Promotion Research

Other areas where Research is used
Assessing Competitive Advantage
Brand Equity
Measuring Brand Equity
Customer Satisfaction
Quality Management
Benchmarking
Market Intelligence

Marketing Research

by Nanda Kishore Sethuraman on Nov 04, 2011

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Marketing Research — Presentation Transcript