Seafood marketing research design

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Lecture presented on the advanced course: ‘RESEARCH APPLICATIONS IN SEAFOOD MARKETING’, organized by IAMZ – CIHEAM, The Mediterranan Agronomic Institutue of Zaragoza (Spain), 10-14 December 2012

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Seafood marketing research design

  1. 1. RESEARCH APPLICATIONS IN SEAFOOD MARKETINGZaragoza (Spain), 10-14 December 2012 Marketing Research Design Philippos Papageorgiou Fisheries & Aquaculture Consultant
  2. 2. Why use Marketing Research ?RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  3. 3. Lecture StructureI. Purpose, aims and objectivesII. The research planning processIII. Budgeting for research RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  4. 4. What is Marketing ? MARKETING Marketing Oriented Organisation Marketing Audit Marketing Research Marketing Mix (Analysis of current status and (Collection & Analysis of Market (Customer Persuation) identification of opportunities) intelligence) Qualitative Market Analysis Product information Market Quantitative Place Segmentation information Marketing Strategy Promotion PriceRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  5. 5. What is Marketing Research ? … the function that links the consumer, customer, and public to the marketer through information which is used to identify and define marketing opportunities and problems. It requires SYSTEMATIC 1) collecting data 2) analysis data to aid in the marketing decision processRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  6. 6. Market VS Marketing Research ? Market Research Marketing Research A more systematic collection The collections and and analysis of intelligence on analysis of intelligence a wider range of activites, for about a market’s size and the better intoduction of trends products and services to the the customerRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  7. 7. Why use Marketing Research ? Identify market • locate, predict & respond to existing & opportunities potential customer needs & wants Understand the • Identify strengths & weaknesses, predict & competition react to competitor’s actions Analyze market • Identify market dynamics through a more trends focused market segmentation process Benchmark • Asses business decisions taken & effectiveness effectiveness of promotional tools usedLeverage stakeholder • Attract, maintain, and enhance relationships relationships with key people ( ie: Relationship marketing)RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  8. 8. Why use Marketing Research ? Ultimate • Assist the Organisation Goal achieve its objectivesRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  9. 9. Types of Organisation’s Objectives  Reduce Risk- exploit opportunities1) Private Enterprise  Focus efforts -Satisfy customers seafood producer and/or trader  Maximise Returns2) Non Profit Organisation  Focus efforts Producer’s Association,  Maximise Public Awareness – Sustainability NGO, lobbying power Academic / research institutions  Improve status /ranking – attract researchers and funds3) Governmental Organisation  Focus efforts  Balance trade deficits, improve Ministry / General Secretariat / health of population, create Advisory Committee / Export and sustain jobs etc Council etc RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  10. 10. The Industry Production Market ConsumptionRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  11. 11. Market Competition The Competition Within national markets of seafood products, as imported VS nationally produced goods Within the seafood market, as farmed VS captured (fresh/chilled (whole) VS processed, value-added etc) Within the global food market, as ‘seafood’ supply VS ‘other food protein’ supply VS alternative food offeringsRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  12. 12. The Customers It’s important not to confuse ‘customers’ with ‘consumers’. They are both important but with distinctly different:  Needs  Wants  Perceptions  RolesRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  13. 13. The Customers – Consumer – Household purchaser – Wholesalers – Retailers – HoReCa industry – Processing industryRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  14. 14. Why use Marketing Research ? EducatedDecision Making INFORMATION Ad hoc basis, intuitive, subjective Process based, Systematic , ObjectiveRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  15. 15. Why use Marketing Research ?Decision Making PROBLEM INFORMATION t-1 to t+1 OPPORTUNITYRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  16. 16. The value of ‘’Information’’1. Ability and willingness to act on the Information2. Accuracy of Information3. Level of uncertainty that exists without the Information4. Variation in the possible results5. Level of risk aversion6. Competitors ability to react on decisions taken based on Information7. Cost (Time & Money) RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  17. 17. Building blocks of business / market info Internal Internal Facts Opinions External External Facts OpinionsRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  18. 18. Building blocks of business / market info Internal Intelligence ( easily accessible / collectible) Accurate – unbiased - Inaccurate – biased - Complete incomplete External Intelligence Decide course of actionRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  19. 19. Why use Marketing Research ?5 Key factors to consider prior to initiate the MarketingResearch process? 1. Relevance 2. Type and Nature of Information sought 3. Timing 4. Availability of resources 5. Cost – Benefit AnalysisRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  20. 20. Lecture StructureI. Purpose, aims and objectivesII. The research planning processIII. Budgeting for research RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  21. 21. The 3 parties of Marketing Research The Client (interested party) Marketing Research process The Supplier The (designer – Respondent executioner)RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  22. 22. The 8 Steps of the Marketing Research Process • Define the problem I • Identify sources of intelligence and types of info II • Develop the optimum research approach & methodologyIIIIV • Design the Questionnaire V • Determine sample plan and sample size • Conduct the research and collect the dataVI • Analyze and interpret dataVII • Draw conclusions / make recommendationsVIIIRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  23. 23. The 8 Steps of the Marketing Research Process • Define the problem I Clarify the Objective / Purpose : ie, translate the decision problem into a marketing research problem  Collect and analyse background inform Outline possible scenarios of rersearch results Refine the research problemRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  24. 24. The 8 Steps of the Marketing Research Process • Identify sources of intelligence and types of info II Internal Internal Primary Secondary Data Marketing Data Research intelligence External External Primary Secondary Data DataRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  25. 25. The 8 Steps of the Marketing Research Process • Identify sources of intelligence and types of info II Organisation’s focus groups / Customer records (sales /period) questionnaires etc Sales/price relationships Customer reviews / Sales of pr. A vs pr. B complaints/suggestions Marketing Research intelligence Demographics / socioeconomics, Published Surveys & Reports Field research Industry news OtherRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  26. 26. The 8 Steps of the Marketing Research Process • Identify sources of intelligence and types of info II Primary data Secondary data• Problem focused • Readily available / accessible• Unbiased • Free of charge or Relativelly• Up-to-date Inexpenisve• Proprietary • General Info • Public• Costly • Biased• Non readily available • Non up-to-date • Non compatible/ comparable • Non problem/issue specificRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  27. 27. Secondary Data sources in the seafood industryRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  28. 28. Secondary Data sources in the seafood industryRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  29. 29. Secondary Data sources in the seafood industryRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  30. 30. The 8 Steps of the Marketing Research Process • Develop the optimum research approach &III methodology 3 types of marketing research: Formulates the problem more precisely • More flexible Clarifies concepts • Qualitative info, why  Exploratory Gathers explanations • Small sample size Eliminates imparctical ideas Forms hypotheses • More rigid • Clearly defined who, Describes the users of a product what, where, when, how.  Descriptive Determines the volume of the users • Quantitative info Forecasts demand trends • Larger sample size (LONGITUDINAL VS CROSS SECTONAL) Explores cause-effect relationships  Causal between variables • Quite complex • Field research Test hypothesesRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  31. 31. The 8 Steps of the Marketing Research Process • Design the QuestionnaireIV Quantitative data Qualitative data • explore potential customers’ unmet • Test hypotheses needs, • confirm findings of qualitative • understand motivations behind results at representative samples purchase or usage behavior, • formulate hypothesis about product features and benefits (already marketed products- in large (initial phases of product markets - B2C) development -in small markets - B2B)RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  32. 32. The 8 Steps of the Marketing Research Process • Design the QuestionnaireIV Quantitative data Qualitative data Closed-end questions Open-end questions Number Descriptive How many..? How often …? How much…? Why do you prefer…? YES/NO Do you …? Which ingredients would Would you..? you prefer ….? Ranking How do you rate (1-5) ?RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  33. 33. The 8 Steps of the Marketing Research Process • Design the QuestionnaireIV Quantitative data Qualitative data Closed-end questions Easier to analyse, Harder to Open-end questions Identify patterns, Number Descriptiveanalyse How many..? forecast trends How often …? BUT Why do you prefer…? BUT How much…? YES/NO richer DoNot in-depth you …? information Which ingredients would Would you..? explanations Ranking you prefer ….? How do you rate (1-5) ?RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  34. 34. Seafood: from sea to plate Quantitative & QualitativeRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  35. 35. The 8 Steps of the Marketing Research Process • Design the Questionnaire IV 1- Objective / Purpose defined 2- Data required defined Research Tool Questionnaire format Most Common Other Telephone interviews Product testing Type of dataWritten questionnaires Consumer panels (often online) Focus groupsFace to face interviews Type of research question RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  36. 36. The 8 Steps of the Marketing Research Process • Design the QuestionnaireIV Quantitative data Qualitative data Surveys Experimental Focus groups  Personal e.g. test marketing interview (intercepts) Individual depth interviews  Mail Observational  In-house, Human & self- Mechanical administered Human observation  Telephone, fax, e-mail, WebRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  37. 37. The 8 Steps of the Marketing Research Process • Design the QuestionnaireIV Key aspects Wording Easy to understand Direct and unambiguous (Who, What, When, Where, Why, How) Sequence Simple / non-threatening  more complex / personal Format  Readable fonds Pre-test & refine No flip-over questionsRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  38. 38. The 8 Steps of the Marketing Research Process • Determine sample plan and sample size V Goal: High reliability at low cost 1. Filter total population 2. Focus on segments (and subsegments) of interestRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  39. 39. The 8 Steps of the Marketing Research Process • Determine sample plan and sample size V 3. Create sampling frame (population list of target segment) 4. Decide on sampling mechanisms  Probability Sampling Simple random Sampling Cluster Sampling Research Tools Stratified Sampling, Systematic Sampling Telephone interviews Other  Online questionnaires Non-Probability Sampling Focus groups Judgmental Sampling Snowball Sampling Other… Quota SamplingRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  40. 40. The 8 Steps of the Marketing Research Process • Determine sample plan and sample size V 5. Decide on sample sizeRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  41. 41. The 8 Steps of the Marketing Research Process • Conduct the research and collect the dataVI AIM: Reduce error levels  Sampling errors Non-Sampling errors Respondent  Non respond  Intentional (lie)  Unintentional (poor understanding, fatigue, distraction etc) Interviewer/Researcher  Intentional (Bias through leading the answer)  Unintentional (poor understanding, fatigue, distraction etc) Quality Control TechniquesRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  42. 42. The 8 Steps of the Marketing Research Process • Analyze and interpret dataVII Data analysis Data analysis cannot rescue can ruin a badly designed a well designed or badly and well executed executed marketing marketing research researchRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  43. 43. The 8 Steps of the Marketing Research Process • Analyze and interpret dataVII Transform• Edit • Univariate• Correct • Database • Multivariate• Ommit • From raw data to • Dependence analysis-friendly • Interdependence format Prepare AnalyseRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  44. 44. The 8 Steps of the Marketing Research Process • Draw conclusions / make recommendationsVIII Presentation State the research objective Simple Describe the methodology Logic structure (Why and How) Specific Present results Visually friendly Explain limitations  Present conclusions & recommendationsRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  45. 45. The 8 Steps of the Marketing Research Process • Draw conclusions / make recommendationsVIII Preliminary results Preliminary Conclusions Client / Supplier cooperation Final results Final Conclusions RecommendationsRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  46. 46. The Real WorldRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  47. 47. Segmenting the Market Target market  wider food market Consumers = not homogenous Consumer groups: - geographical location (culture, traditions etc) - age - gender - family size -education - income - other Differentiating factors: - local favorite species - geographical origin of imports  consumption per capita  market share per retail channel  away-from-home consumptionRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  48. 48. Segmenting the MarketProduct = set of characteristics (actual & perceived)Each characteristic => one /more consumer groups The modification of a product is often easier than the modification of the consumer needs and requirements RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  49. 49. Addressing needs• Product Modification – Targeting of new markets and customer segments by New product development : • Frozen • Filleted • Gutted • Pre-cooked • Pre-packed • Labeled (Quality certification) • BrandedRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  50. 50. The case of salmonRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  51. 51. The case of salmon Emphasis => a) Market understanding and meeting of needs b) Marketing • Market segmentation (studies- research) • Identification of customer needs • Resource allocation on R&D • Use & exploitation of contemporary marketing tools and channelsRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  52. 52. The case of seabass & seabream 1980’s 1990’s 2000’sRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  53. 53. The case of seabass & seabream Production & Prices 300000 18 16 250000 14 Euros/kg 200000 12 metric tons 10 150000 8 100000 6 AVG Cost 3,3 - 4 €/kg . 4 50000 2 0 0 Production bass price bream priceRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  54. 54. The case of seabass & seabream Emphasis => Production•Production volume increases•Cost reduction (economies ofscale)RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  55. 55. The case of seabass & seabream Efforts for product differentiationRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  56. 56. Why use Marketing Research ? Decision Problem (marketing) Marketing Research SolutionRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  57. 57. Budgeting Marketing ResearchRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  58. 58. Budgeting Marketing ResearchWhy is it hard to convince top management? Unclear research objectives. Misalignment of research objectives and business goals. Lack of a system to track how investments in market/ing research correlate with business results. Management’s little exposure to market/ing research and lack of experience with how to use it. Poor execution of business and marketing strategies, despite accurate insights. Changes in the market driven by competitors’ actions that invalidate research results RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  59. 59. Budgeting Marketing Research What is the value of research? 3 mil € INFORMATION = 0 € New 1.5 mil €Product A 0€ RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  60. 60. Budgeting Marketing Research What is the value of research? 3 mil € INFORMATION < 400.000 € NewProduct B 40% x 1 mil € = 400.000 € 0€ -1 mil € RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  61. 61. Budgeting Marketing Research Methodology Quant vs Qual Research Tool Sample Size COSTRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  62. 62. Budgeting Marketing ResearchSample size Available Research Budget  10.000 €  Research Design - 3.000 €  Data Editing – Stat.Analysis-Reporting - 3.000 €  Collection (fieldwork) = 4.000 €  Collection costs /response =5 € Sample size = 800  8 major groups 100 1/2 Urban / suburban 1/4 super market / traditional fishmonger 1/8 regular / non regular seafood byuersRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  63. 63. Budgeting Marketing ResearchRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  64. 64. Help Client to best budget researchA) Ask Client to narrow down the scope of the research by answering: What business problem triggered the need for the research? How will the research impact the overall business strategies for customer acquisition and retention? What is the priority? What decisions will be made based on the research? What hypotheses, if any, need to be tested? What type of information is expected to be gathered through the research? What recommendations for action are expected?B) Discuss with Client how certain methodological issues (sample source, sample size, method of analysis) will determine the cost and impact the outcomeC) Involve Client in the research design (surveys, focus groups/IDI discussion guide, secondary data source)RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  65. 65. Budgeting Marketing Research A well designed and executed research does not have to be expensiveA) Control for research scope From ‘nice-to-know’ to ‘need –to-know’B) Reduce sample size Do not cross the point where the gains in estimate accuracy don’t justify the increased cost.C) Use customer database Use existing customer feedback –customer recordsD) Use online data collection tools + inexpensive, large potential sample – Not representative of total populationE) Hire small Research Agencies Experience with low overhead costs RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  66. 66. Budgeting Marketing Research A well designed and executed research does not have to be expensiveF) Pool reasearch Use Omnibus surveys (omnistudies) A quantitative marketing research method where data on a wide variety of subjects is collected during the same interview. Multiple research clients will provide proprietary content for the survey (paying to get on the omnibus), while sharing the common demographic data collected from each respondent. ++ cost savings (sampling and screening costs shared among clients) ++ timeliness (large samples – periodic data collection) .RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  67. 67. The case for Public Organisations / NGO’s etcA) Seek for supplier’s assistance to narrow down the scope of the research by answering: What issue triggered the need for the research? How will the research impact the overall organisation’s strategy ? What is the organisation’s priority? What type of information is expected to be gathered through the research? What recommendations for action are expected?B) Discuss with supplier’s how certain methodological issues (sample source, sample size, method of analysis) will determine the cost and impact the outcomeC) Clearly define research milestones and deliverables (Lay out of the final report, information to be presented, etc )RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  68. 68. The case for Public Organisations / NGO’s etcNo marketing department – nomarket/ing expertise PR department – expertiseRigid and time consuming Standardised Procurementprocurement procedures ProceduresInflexible budget Terms of Reference Tender Research Agency Offers Contracting Monitoring/ SteeringRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  69. 69. Why use Marketing Research ?RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 MARKETING RESEARCH APPLICATIONS IN SEAFOOD Philippos Papageorgiou
  70. 70. Why use Marketing Research ? The cost of ignorance is often higher than the cost of market/ing researchRESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research DesignZaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou
  71. 71. RESEARCH APPLICATIONS IN SEAFOOD MARKETINGZaragoza (Spain), 10-14 December 2012 Marketing Research Design Philippos Papageorgiou Fisheries & Aquaculture Consultant

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