This document discusses various marketing research methods. It covers the differences between primary and secondary data sources. Some primary research methods discussed include surveys, experiments, observation, focus groups, interviews, and physiological measures. Secondary data sources mentioned include government and trade organization websites, books, newspapers and consultant reports. The document provides examples and considerations for each research method.
The secondary market research challenge in Pharma - An inside view on how to overcome the perceived market monopoly
Data, Analytics and Consulting services are an integral part of a pharmaceutical company’s pre and post drug launch activities. These organizations spend anywhere between USD 30 million to USD 50 million on a single service provider while sourcing various secondary market research services. These services provide them with indispensable insights about patients, payers, prescribers, drug positioning and so much more.
However, the number of global service providers in the market has not grown in tandem with the increasing demand for quality pharmaceutical data, analytics and consulting. This, in turn, has resulted in not only the lack of choice of service providers at a global scale, but also single supplier dominance in the secondary market research space.
Watch Beroe’s Senior Research Analysts, Angad Singh as he shares insights on how to negate the stiff challenges that pharmaceutical organizations face in order to effectively source secondary pharmaceutical market research.
About the speaker:
Angad Singh - Angad Singh is a Marketing Services - Mass Communications expert at Beroe Inc. He specializes in providing primary & secondary market research related procurement intelligence to Fortune500 companies and identifying key trends with respect to several end-use industries of primary & secondary market research. In his 3 years at Beroe, Angad has built extensive knowledge and expertise in categories including printing and fulfilment, market research, in-store promotions and merchandizing. He has written and published several thought leadership papers. Some of the topics he has covered in his papers include “The secondary market research challenge in pharma - An inside view” and “Market Research - Emerging Markets and The Never Ending Role of Technology”.
This presentation provides a short introduction to the differences between primary and secondary sources. This is aimed at teaching history undergraduates how to use primary sources for their historical research.
The secondary market research challenge in Pharma - An inside view on how to overcome the perceived market monopoly
Data, Analytics and Consulting services are an integral part of a pharmaceutical company’s pre and post drug launch activities. These organizations spend anywhere between USD 30 million to USD 50 million on a single service provider while sourcing various secondary market research services. These services provide them with indispensable insights about patients, payers, prescribers, drug positioning and so much more.
However, the number of global service providers in the market has not grown in tandem with the increasing demand for quality pharmaceutical data, analytics and consulting. This, in turn, has resulted in not only the lack of choice of service providers at a global scale, but also single supplier dominance in the secondary market research space.
Watch Beroe’s Senior Research Analysts, Angad Singh as he shares insights on how to negate the stiff challenges that pharmaceutical organizations face in order to effectively source secondary pharmaceutical market research.
About the speaker:
Angad Singh - Angad Singh is a Marketing Services - Mass Communications expert at Beroe Inc. He specializes in providing primary & secondary market research related procurement intelligence to Fortune500 companies and identifying key trends with respect to several end-use industries of primary & secondary market research. In his 3 years at Beroe, Angad has built extensive knowledge and expertise in categories including printing and fulfilment, market research, in-store promotions and merchandizing. He has written and published several thought leadership papers. Some of the topics he has covered in his papers include “The secondary market research challenge in pharma - An inside view” and “Market Research - Emerging Markets and The Never Ending Role of Technology”.
This presentation provides a short introduction to the differences between primary and secondary sources. This is aimed at teaching history undergraduates how to use primary sources for their historical research.
Introduction to Marketing - Session 2 at ITM, Mumbai. Includes:
Targeting
What is good marketing research?
Marketing research Questions
Types of information
Types of market research
Market research summary
Test Market
Define Target Audience
Estimate market potential
Analyze market share/share of customer
Track competitors
Identify market characteristics & trends
Analyze sales data
Sales forecasting: Existing / new products
Product
• Product Strategy
• Product Essentials
• Features and Benefits
• Classifying products
• Product line and mix
• Branding
• Packaging and LabellingTrademarks
Positioning and Brand Building
• The Art of Positioning is Marketing
• Positioning the game of Mind and Heart
• Brand is a Promise
• Brand is owned by Customers
• Understanding Brand Drivers
• Brand Attributes
• Brand Architecture
• The Positioning Template
Kluwer Social Media Experience Day: Monitoring van social mediaThe Reference
We zijn vandaag nog te veel doelloos actief op sociale media. Social media gaan nog te veel over praten en te weinig over “luisteren” & “begrijpen”. En dus is de vraag hoe kunnen we gericht luisteren? Gericht luisteren zodat we beter begrijpen wat er leeft binnen onze business & rond onze brand. Zonder eerst te luisteren riskeren we nl. een doelloze sociale media strategie! En dus krijgt u concrete tips over:
- Hoe u een framework voor “luisteren” kunt opzetten en wat u er kunt uithalen
- Welke (gratis) tools u hiervoor kunt gebruiken
Digital summit Dallas 2015 - Research brings back the 'human' aspect to insightsRamkumar Ravichandran
Every established firm needs engaged Consumers and brand loyalists and advocates - higher the share of loyal & engaged consumers, higher is the brand respect and business performance. Numbers are relatively inexpensive, quick, efficient and more direct way of understanding the engagement and drivers. However Research adds in the additional dimension of motivations/emotions driving such engagement. Only when we bring them together in a strategic way, can we truly appreciate our Customers & be able to offer them the best solutions & services.
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
The Mezzanine Group Competitive Intelligence For B2 B Companiesmeredithlow
B2B companies often struggle to get a clear picture of their competitive environment. Competitive intelligence research offers a compelling and ethical way to get the evidence you need to make robust decisions.
The Mezzanine Group Improving Decisions With The Power Of Interview Research ...Milena (Nazaruk) Doroszuk
Interview research remains one of the most important – and often underutilized – ways for B2B companies and organizations to generate irreplaceable insights to guide critical decisions. A deep understanding of what customers, buyers, users, members, competitors, suppliers, influencers, and other decision-makers think can drive strategy, refine tactics, and improve overall performance. Even in the age of Big Data, qualitative interview research should remain an integral part of any research program.
Khảo sát được thực hiện tháng 4-2024 bởi infoQ Việt Nam
Địa chỉ: Tầng 6, tòa nhà Ocean Park,
số 1 Đào Duy Anh, Đống Đa, Hà Nội
Tel: (024)-366-8164
Email: infoq@runsystem.net
Website:
http://infoq.vn/business/home
Khảo sát được thực hiện tháng 5-2024 bởi infoQ Việt Nam
Địa chỉ: Tầng 6, tòa nhà Ocean Park,
số 1 Đào Duy Anh, Đống Đa, Hà Nội
Tel: (024)-366-8164
Email: infoq@runsystem.net
Website:
http://infoq.vn/business/home
Introduction to Marketing - Session 2 at ITM, Mumbai. Includes:
Targeting
What is good marketing research?
Marketing research Questions
Types of information
Types of market research
Market research summary
Test Market
Define Target Audience
Estimate market potential
Analyze market share/share of customer
Track competitors
Identify market characteristics & trends
Analyze sales data
Sales forecasting: Existing / new products
Product
• Product Strategy
• Product Essentials
• Features and Benefits
• Classifying products
• Product line and mix
• Branding
• Packaging and LabellingTrademarks
Positioning and Brand Building
• The Art of Positioning is Marketing
• Positioning the game of Mind and Heart
• Brand is a Promise
• Brand is owned by Customers
• Understanding Brand Drivers
• Brand Attributes
• Brand Architecture
• The Positioning Template
Kluwer Social Media Experience Day: Monitoring van social mediaThe Reference
We zijn vandaag nog te veel doelloos actief op sociale media. Social media gaan nog te veel over praten en te weinig over “luisteren” & “begrijpen”. En dus is de vraag hoe kunnen we gericht luisteren? Gericht luisteren zodat we beter begrijpen wat er leeft binnen onze business & rond onze brand. Zonder eerst te luisteren riskeren we nl. een doelloze sociale media strategie! En dus krijgt u concrete tips over:
- Hoe u een framework voor “luisteren” kunt opzetten en wat u er kunt uithalen
- Welke (gratis) tools u hiervoor kunt gebruiken
Digital summit Dallas 2015 - Research brings back the 'human' aspect to insightsRamkumar Ravichandran
Every established firm needs engaged Consumers and brand loyalists and advocates - higher the share of loyal & engaged consumers, higher is the brand respect and business performance. Numbers are relatively inexpensive, quick, efficient and more direct way of understanding the engagement and drivers. However Research adds in the additional dimension of motivations/emotions driving such engagement. Only when we bring them together in a strategic way, can we truly appreciate our Customers & be able to offer them the best solutions & services.
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
The Mezzanine Group Competitive Intelligence For B2 B Companiesmeredithlow
B2B companies often struggle to get a clear picture of their competitive environment. Competitive intelligence research offers a compelling and ethical way to get the evidence you need to make robust decisions.
The Mezzanine Group Improving Decisions With The Power Of Interview Research ...Milena (Nazaruk) Doroszuk
Interview research remains one of the most important – and often underutilized – ways for B2B companies and organizations to generate irreplaceable insights to guide critical decisions. A deep understanding of what customers, buyers, users, members, competitors, suppliers, influencers, and other decision-makers think can drive strategy, refine tactics, and improve overall performance. Even in the age of Big Data, qualitative interview research should remain an integral part of any research program.
Khảo sát được thực hiện tháng 4-2024 bởi infoQ Việt Nam
Địa chỉ: Tầng 6, tòa nhà Ocean Park,
số 1 Đào Duy Anh, Đống Đa, Hà Nội
Tel: (024)-366-8164
Email: infoq@runsystem.net
Website:
http://infoq.vn/business/home
Khảo sát được thực hiện tháng 5-2024 bởi infoQ Việt Nam
Địa chỉ: Tầng 6, tòa nhà Ocean Park,
số 1 Đào Duy Anh, Đống Đa, Hà Nội
Tel: (024)-366-8164
Email: infoq@runsystem.net
Website:
http://infoq.vn/business/home
Khảo sát về thói quen và sở thích sử dụng điện thoại di độngInfoQ - GMO Research
Khảo sát được thực hiện tháng 3-2024 bởi infoQ Việt Nam
Địa chỉ: Tầng 6, tòa nhà Ocean Park,
số 1 Đào Duy Anh, Đống Đa, Hà Nội
Tel: (024)-366-8164
Email: infoq@runsystem.net
Website:
http://infoq.vn/business/home
Khảo sát được thực hiện tháng 01/2024 bởi infoQ Việt Nam
infoQ Việt Nam
Địa chỉ: Tầng 6, tòa nhà Ocean Park, số 1 Đào Duy Anh, Đống Đa, Hà Nội
Tel: (024)-3566-8164
Email: infoq@runsystem.net
Website:
http://infoq.vn/business/home
Khảo sát về độ nhận diện thương hiệu, tình hình sử dụng và thói quen mua nước...InfoQ - GMO Research
Khảo sát được thực hiện tháng 12/2023 bởi infoQ Việt Nam
infoQ Việt Nam
Địa chỉ: Tầng 6, tòa nhà Ocean Park,
số 1 Đào Duy Anh, Đống Đa, Hà Nội
Tel: (024)-3566-8164
Email: infoq@runsystem.net
Website:
http://infoq.vn/business/home
Báo cáo nghiên cứu nhu cầu mua thực phẩm trực tuyến thời Covid.pdf
Market research tool
1. Marketing Research
Primary vs.
secondary data
Advantages and
disadvantages of
each
Marketing research
tools
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 1
2. Marketing Research
An “investment” to Must weigh costs
reduce uncertainty and benefits of
Can help guide research
decisions on Money
Whether to enter Time spent
Product No perfect method—
characteristics tradeoffs between
Promotional strategy methods
Positioning
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 2
3. Two Research Methods
Secondary: use of
existing research already
done
Government
Consulting firms
Newspaper and magazine
articles
Primary: creation of
specific studies to answer
specific questions
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 3
4. Some Sources of
Secondary Data
U.S. Governent Trade organizations
http://StatUSA.gov Consultants
Government Department E.g., Information
web sites Resources International
Government periodicals (IRI), Nielsen
in libraries
Be weary of web sites
E.g., Statistical Company sites are
Abstracts
glorified advertisements!
Books, periodicals, Anyone can publish a
newspapers web site.
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 4
5. Primary Research Methods
Surveys
Experimentation
Observation
Focus groups
In-depth interviews
Projective
techniques
Physiological
Measures
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 5
6. Surveys
Planned questions Problem questions
Open-ended Leading
Closed-ended Ambiguous
Need large sample sizes Unanswerable
for precise conclusions Two questions in one
Forms Non-exhaustive question
Mail Non-mutually exclusive
Telephone answers
Mall Intercept
Computer/Internet
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 6
7. The Pentagon Declares War
on Rush Limbaugh: Misleading Research
Survey found that only 4.8%
of listeners to the Armed
Forces Radio Network
wanted to listen to “the
biggest hawk there is.”
How could a survey be made
to get these results?
Being on the watch for
misleading surveys.
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 7
8. Experimentation
Subjects in different
groups treated
differently
E.g., for some, “target”
product is given better
shelf space
E.g., some get coupon
Can help isolate causes
Subject is biased by
questions—does not
know how others are
treated
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 8
9. My Simulated Store…
A shopper in the everyday low price condition…
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 9
10. Observation
Looking at consumes in the
field—e.g.,
Searching for product category
area
Number of products inspected
and time spent on each
Involvement of others
Behavior under limiting
circumstances (e.g., time
constraints)
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 10
11. Focus Groups
Groups of 8-12
consumers
assembled
Start out talking
generally about
context of product
Gradually focus in
on actual product
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 11
12. In-depth interviews
Structured vs.
unstructured
interviews
Generalizing to
other consumers
Biases
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 12
13. Projective Techniques
Measurement of
attitudes consumers
are unwilling to
express
Consumer discusses
what other
consumer might
think, feel, or do
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 13
14. Scanner Data
“Household Panel” members agree to
present card at purchase to link
demographics and media exposure
Possible to correlate conditions with
purchases made:
Demographics
Exposure to advertising; number of
exposures
Sales promotion, premium, special display,
special conditions for competing brand
Past purchasing behavior
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 14