2. Teaching objectives
• Last week, we discussed consumer behaviour
• This week, we will cover market and
marketing research
– Introducing market/marketing research
– Introducing primary and secondary research
– Some characteristics of different research
methods
– MIS
Market Research and IS
4. There is a need to distinguish between
Marketing Research and Market Research:
• Marketing research refers to all the activities
necessary to bring a product to the consumer
• Market research refers to 'ad hoc' research carried out
to identify a specific characteristic about a market or
product
Market Research and IS
5. The purpose of research
• Explore, describe, generalise, and predict
• But before we going into primary research, we
need to make sure we are not reinventing the
wheel!
– The importance of desk research
– also known as secondary data research
Market Research and IS
8. Secondary research (desk research)
Data collected and analysed mainly sitting at a desk
• Internal sources
• External sources
Data being examined originally collected for some other purpose
Advantages:
• Cheap and quick
• Defining the scope for a field study
• Provides a preliminary view about the market,
competition, etc
• Compare with fieldwork results
Secondary Research
Market Research and IS
9. • Availability
• Relevance
• Accuracy
• Sufficiency
• Examples
Disadvantages:
Secondary Research….
Market Research and IS
10. Primary research
• After secondary research, we know it is not
enough…
• Typical flow
– A plan pilot test main research analysis and
interpretation report writing and presentation
Market Research and IS
11. Exploratory and Descriptive
• Purposes: to see the questions are worth
further research
• Common methods
– Story about ethnography
Market Research and IS
12. Exploratory and Descriptive
• Sudhir Venkatesh
– Gang Leader for a Day: A
Rogue Sociologist Takes
to the Streets
Market Research and IS
13. Exploratory and Descriptive
• Sampling and data gathering method
• Characteristics of the data gathered
• Afterwards: generate propositions/hypotheses
to be further research
Market Research and IS
14. Generalise and predictive
• Purposes: to verify the research’s hypothesis
• Common methods
• Sampling and data gathering method
Market Research and IS
16. Generalise and predictive
• Results gathered
– Pilot test’s importance
• Results analysis: SPSS
• Afterwards: go back to
qualitative research
Market Research and IS
17. Ethical issues
• Effects on the participants
– Underage, minority, vulnerable group
– Intrusions on privacy
• Researcher’s own behaviour
Market Research and IS
19. (In)famous Experiments
• Milgram experiment (1961-63)
– Social psychology professor Stanley Milgram (Yale)
– Purpose
– Expect: 3% would go all the way (450 Volt)
– Actual result from 40 participants?
Market Research and IS
20. (In)famous Experiments
– Teacher-student memory test
• Please continue.
• The experiment requires that you continue.
• It is absolutely essential that you continue.
• You have no other choice, you must go on.
Market Research and IS
21. (In)famous Experiments
• Stanford Prisoner experiment (1971)
– Psychology professor Philip Zimbardo
• 24 participants + himself
• 14 days to study abusive behaviour in prison
Market Research and IS
23. Definition
• Definition-
– A system which marketing information is formally
gathered, stored, analysed and distributed to
managers in accord with their informational needs
on a regular basis
• Difference between data and information
Market Research and IS
24. Sources of data and information
• In-house
– Advantages (e.g., tailored)
– Disadvantages (e.g., economic of scale)
• Outsource
– Advantages (e.g., convenient)
– Disadvantages (e.g., privacy)
Market Research and IS
25. MIS in application
• TV viewing
– Viewership
– TV watching pattern
• Retail
– Heat/motion sensor
• E-business
– Click-through rate, navigation pattern
Market Research and IS
26. Next week
• Lecture
– Segmentation, positioning, and managing
products and brands (ch.8,9,10)
• Seminar
– Group formulation
– Mock test
Market Research and IS
