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STUDY SESSION
MARKETING RESEARCH
Agenda
• Introduction
• Qualitative Market research
• Quantitative Market research
• Summary
INTRODUCTION
MARKETING RESEARCH
Introduction
• To undertake marketing effectively, businesses need
information. Information about customer wants, market
demand, competitors, distribution channels etc.
• Marketers often complain that they lack enough marketing
information or the right kind, or have too much of the
wrong kind. The solution is an effective marketing
information system.
• The information needed by marketing managers comes
from three main sources:
(1) Internal company information
(2) Marketing intelligence
(3) Market research
CONDUCTING MARKET
RESEARCH
MARKETING RESEARCH
Conducting research
• Depending on the situation facing a business, particularly
the resources allocated to marketing research, there are
four main ways of carrying out market research:
(1) Do it yourself - personally
• This is often the case in smaller businesses. Here,
marketing staff do the research themselves. Sample sizes
tend to be small - which may be appropriate if there are a
relatively small number of customers.
(2) Do it yourself - using a marketing research department
• By employing a marketing research manager, a business
may benefit from specialist research skills.
Conducting research
(3) Do it yourself - using a fieldwork agency
• Often the design of a piece of market research can be
completed using internal resources - particularly if the
business employs a marketing specialist with knowledge
of research techniques.
• However, the scope of the research (for example,
interviewing a large sample of consumers in various
locations) may be beyond the resources of a business. In
this case, the fieldwork can be carried out by a marketing
research agency.
Conducting research
(4) Use the full services of a marketing research agency
Where resources permit a business can invest in the full
range of skills offered by marketing research agencies. A
complete service would include:
• Preparation of the market research proposal (survey
design, costs, timetable, method of feedback)
• Conduct exploratory research
• Design the research questionnaire
• Select the sample
• Choose the survey method
• Conduct the interviewing
• Analyse and interpret the results
• Prepare a report
CONDUCTING MARKET
RESEARCH
MARKETING RESEARCH
Conducting research
In terms of data capture and analysis there are two main
types of market research:
• Qualitative Research
• Quantitative Research
Qualitative Research
• Qualitative Research is about investigating the features of
a market through in-depth research that explores the
background and context for decision making.
• There are two main qualitative methods - depth interviews
and focus groups. However qualitative research can also
include techniques such as usability testing, brainstorming
sessions and "vox pop" surveys.
Qualitative - Depth Interviewing
• Depth interviews are the main form of qualitative research
in most business markets. Here an interviewer spends
time in a one-on-one interview finding out about the
customer's particular circumstances and their individual
opinions.
• The majority of business depth interviews take place in
person, which has the added benefit that the researcher
visits the respondent's place of work and gains a sense of
the culture of the business. However, for multi-national
studies, telephone depth interviews, or even on-line depth
interviews may be more appropriate.
• Feedback is through
Qualitative - Group Discussions
• Focus groups are the mainstay of consumer research.
Here several customers are brought together to take part
in a discussion led by a researcher (or "moderator").
These groups are a good way of exploring a topic in some
depth or to encourage creative ideas from participants.
• Group discussions are rare in business markets, unless
the customers are small businesses. In technology
markets where the end user may be a consumer, or part
of a team evaluating technology, group discussions can
be an effective way of understanding what customers are
looking for, particularly at more creative stages of
research.
Quantitative Research
• Quantitative research is about measuring a market and
quantifying that measurement with data. Most often the
data required relates to market size, market share,
penetration, installed base and market growth rates.
• However, quantitative research can also be used to
measure customer attitudes, satisfaction, commitment
and a range of other useful market data that can tracked
over time.
Quantitative Research
• Quantitative Market research involves the collection of
data to obtain insight and knowledge into the needs and
wants of customers and the structure and dynamics of a
market. In nearly all cases, it would be very costly and
time-consuming to collect data from the entire population
of a market.
• Accordingly, in market research, extensive use is made of
sampling from which, through careful design and analysis,
Marketers can draw information about the market.

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Ss market research

  • 2. Agenda • Introduction • Qualitative Market research • Quantitative Market research • Summary
  • 4. Introduction • To undertake marketing effectively, businesses need information. Information about customer wants, market demand, competitors, distribution channels etc. • Marketers often complain that they lack enough marketing information or the right kind, or have too much of the wrong kind. The solution is an effective marketing information system. • The information needed by marketing managers comes from three main sources: (1) Internal company information (2) Marketing intelligence (3) Market research
  • 6. Conducting research • Depending on the situation facing a business, particularly the resources allocated to marketing research, there are four main ways of carrying out market research: (1) Do it yourself - personally • This is often the case in smaller businesses. Here, marketing staff do the research themselves. Sample sizes tend to be small - which may be appropriate if there are a relatively small number of customers. (2) Do it yourself - using a marketing research department • By employing a marketing research manager, a business may benefit from specialist research skills.
  • 7. Conducting research (3) Do it yourself - using a fieldwork agency • Often the design of a piece of market research can be completed using internal resources - particularly if the business employs a marketing specialist with knowledge of research techniques. • However, the scope of the research (for example, interviewing a large sample of consumers in various locations) may be beyond the resources of a business. In this case, the fieldwork can be carried out by a marketing research agency.
  • 8. Conducting research (4) Use the full services of a marketing research agency Where resources permit a business can invest in the full range of skills offered by marketing research agencies. A complete service would include: • Preparation of the market research proposal (survey design, costs, timetable, method of feedback) • Conduct exploratory research • Design the research questionnaire • Select the sample • Choose the survey method • Conduct the interviewing • Analyse and interpret the results • Prepare a report
  • 10. Conducting research In terms of data capture and analysis there are two main types of market research: • Qualitative Research • Quantitative Research
  • 11. Qualitative Research • Qualitative Research is about investigating the features of a market through in-depth research that explores the background and context for decision making. • There are two main qualitative methods - depth interviews and focus groups. However qualitative research can also include techniques such as usability testing, brainstorming sessions and "vox pop" surveys.
  • 12. Qualitative - Depth Interviewing • Depth interviews are the main form of qualitative research in most business markets. Here an interviewer spends time in a one-on-one interview finding out about the customer's particular circumstances and their individual opinions. • The majority of business depth interviews take place in person, which has the added benefit that the researcher visits the respondent's place of work and gains a sense of the culture of the business. However, for multi-national studies, telephone depth interviews, or even on-line depth interviews may be more appropriate. • Feedback is through
  • 13. Qualitative - Group Discussions • Focus groups are the mainstay of consumer research. Here several customers are brought together to take part in a discussion led by a researcher (or "moderator"). These groups are a good way of exploring a topic in some depth or to encourage creative ideas from participants. • Group discussions are rare in business markets, unless the customers are small businesses. In technology markets where the end user may be a consumer, or part of a team evaluating technology, group discussions can be an effective way of understanding what customers are looking for, particularly at more creative stages of research.
  • 14. Quantitative Research • Quantitative research is about measuring a market and quantifying that measurement with data. Most often the data required relates to market size, market share, penetration, installed base and market growth rates. • However, quantitative research can also be used to measure customer attitudes, satisfaction, commitment and a range of other useful market data that can tracked over time.
  • 15. Quantitative Research • Quantitative Market research involves the collection of data to obtain insight and knowledge into the needs and wants of customers and the structure and dynamics of a market. In nearly all cases, it would be very costly and time-consuming to collect data from the entire population of a market. • Accordingly, in market research, extensive use is made of sampling from which, through careful design and analysis, Marketers can draw information about the market.