This document discusses different approaches to market research, including observational research, focus groups, experiments, surveys, and secondary research. It describes some specific market research techniques like mystery shopping. It also discusses how service delivery can be seen as a performance or drama, using the example of Walt Disney World. Finally, it talks about how moods and emotions influence service performance and the importance of managing the emotional component of customer experiences.

1. MMaarrkkeett RReesseeaarrcchh
Module 3 (Final part)

2. WWhhaatt iiss MMaarrkkeett RReesseeaarrcchh
Need based research to solve current
marketing problems.
Gathering data
Analysis
Arriving at a decision / solution
Better Service Offer to Customers

3. DDiiffffeerreenntt aapppprrooaacchheess ttoo RReesseeaarrcchh
Observational
Focus Group Research
Experimental
Survey Research
Secondary Research
Primaries

4. OObbsseerrvvaattiioonnaall
Watch and note the behaviour of
potential / existing customers in a
particular service setting.
◦ Eg. Retail Mall – Parking bay – note the
number of 2-wheelers/ 4-wheelers parked
and compute parking revenue.

5. FFooccuuss GGrroouupp RReesseeaarrcchh
Gather a set of customers and experts to
increase qualitative understanding
 Airlines / Hotels invite their customers
for a group discussion and put forward
proposals.
Can also be used for same set of
customers, if they are providing details
for a long time, then behavioral changes
can be noted,

6. EExxppeerriimmeennttaall
Put plans into action and gauge impact
Test Marketing
Advertising campaign
What is the consumer feedback ?

7. SSuurrvveeyy RReesseeaarrcchh
Most popular
Market Intelligence
What do the customers think about the service
Compare with competition
Survey done using Telephone / Personal
Interview/ Email. ( Questionnaires)
Email least effective
Personal Interview most effective
Secondary Research – Journals, Internet
Close Ended questions
Open Ended questions

8. OOrrddiinnaall SSccaalleess
Likert Scale
Importance Scale
Rating Scale

9. LLiikkeerrtt SSccaallee
Strongly Agree
Agree
Neither Agree nor disagree
Disagree
Strongly disagree

10. IImmppoorrttaannccee
Very important
Important
Somewhat important
Not important
Not at all important

11. RRaattiinngg
Excellent
Good
Acceptable
Fair
Poor

12. IInntteerrvvaall SSccaallee
I am willing to spend ________ on
books every year.
◦ A. Rs.1000- Rs.1500
◦ B. Rs. 1500 – Rs. 3000
◦ C. Rs.3000- Rs.5000
◦ D. Less than Rs.1000
◦ E. More than Rs,5000

13. SSaammppllee SSiizzee
Determine the appropriate sample size
for conducting the survey which depends
on overall goal of consumer research
MR for services – more specialised
Models based on service failure
◦ Critical Incident Study
◦ Customer Complaints

14. CCoommppllaaiinnttss
Acknowledge receipt of complaints
Actions to prevent its recurrence
Inform customers about action taken
Lost Customer Analysis (Root Cause
Analysis)
 Example – Magazine Subscriptions –
difficult to trace the lost customer
Through data mining, frequency of use by
customer is traced.
Follow up calls after a complaint is resolved

15. OOtthheerr tteecchhnniiqquueess
MYSTERY SHOPPING
AN OBSERVER ALONG WITH A
BUYER

16. SSoommee RReevviissiioonn....
What are positive and negative biases
during the post purchase evaluation
phase?
If Real Customer Satisfaction occurs
during __________, then it will help
build customer loyalty ?

17. SSeerrvviicceess aarree eexxppeerriieenncceess
All services are experiences.
 Services are actions or performances.
Sequence of steps, actions and activities.
It is the experience that is evaluated by
customer.

18. SSeerrvviiccee PPrroovviissiioonn aass DDrraammaa
Metaphor of theatre is a framework for
describing and analyzing service
performance.
Theatre & Service Organizations … aim
to create an impression before an
audience.
Carefully manage the actors and the
physical setting of their behaviour

19. WWaalltt DDiissnneeyy
The Walt Disney company considers its
service provision a “performance”

20. AAtt DDiissnneeyy WWoorrlldd,, ddeelliivveerryy ooff
sseerrvviiccee iiss ccoonnssiiddeerreedd aass ddrraammaa..

21. DDiissnneeyy WWoorrlldd
Skill of service actors in performing their
routines, the way they appear and their
commitment to the show are all essential
to service delivery.
Condition 1 – personal contact
Condition II - Contact of service
personnel important when services
involve repeated contact
Condition III – when service personnel
have to determine nature of service

22. MMooooddss aanndd EEmmoottiioonnss
Influence Service Performance
Amplify service performance making
them more positive or negative than they
might seem in the absence of moods and
emotions.
This leads to bias
Feelings associated with an encounter
become inseparable part of the memory.

23. MMaannaaggiinngg eemmoottiioonnaall ssttaatteess
Organizations must manage the
emotional component of experiences
with the same rigor they bring to the
management of product and service
functionality.
Consumer’s emotional responses may be
the best predictors of their ultimate
loyalty.