MARKETING
RESEARCH

Vinay Nair
WHAT WILL YOU LEARN?
1. Market research
2. Purpose of market research – 4 C‟s
3. Steps in Marketing Research
4. Coming bac...
RESEARCH ON AGATHA
CHRISTIE
HarperCollins found sales of Agatha Christie
novels declining in early 90‟s

 Quantitative & ...
MARKETING RESEARCH
Data
Collectio
n
Data

Data
Data

Target
Audienc
e
Data
Analysis

Informatio
n
Evaluation
Presentati
on
PURPOSE OF MARKETING
RESEARCH- 4 C‟S
1. Customers: To determine how well customer needs are being
met, investigate new tar...
STEPS IN MARKETING
RESEARCH
1. Define the problem & research objectives
2. Develop the research plan
3. Collect the inform...
1. DEFINE THE PROBLEM &
RESEARCH OBJECTIVES
You want to launch a new product or service. (Objective)
Awareness of your c...
1. DEFINE THE PROBLEM &
RESEARCH OBJECTIVES
Determine how many people will buy your product packaged in a certain
way &
w...
2. DEVELOP THE RESEARCH
PLAN:
1. Budget
2. Timelines
3. Type of research
2. DEVELOP THE RESEARCH
PLAN:
BUDGET
1%-2% of Company
Sales = Total Budget

50% - 80% In-house

20%-50% Externally
2. DEVELOP THE RESEARCH
PLAN:
TIMELINES
A detailed timeline needs to be established.
Establish target dates that will al...
2. DEVELOP THE RESEARCH
PLAN:
TYPES OF MARKET
RESEARCH
By Source

By
Methodology

• Primary
• Secondary

• Qualitative
• Q...
BY SOURCE : PRIMARY
RESEARCH
Primary research involves finding out new, first-hand information. This is
called
primary dat...
EG: EXPERIMENTAL
RESEARCH
Variation 1

Variation 3

Variation 2

• Limited Information.

• Less Information.

• More leads...
EG: OBSERVATIONAL
RESEARCH
BY SOURCE : SECONDARY
RESEARCH
Secondary research involves gathering existing information. This is called
secondary
data.
...
QUALITATIVE RESEARCH VS
QUANTITATIVE RESEARCH
Qualitative Research

Quantitative Research

To gain an understanding of
und...
COMING BACK TO THE
PROCESS
1. Define the
problem & research
objectives

Distinguish
between the
research type
needed.

2. ...
CASE IN
FOCUS:
GLOBUS
CUSTOMER
SURVEY
(ONLINE)
Purpose / Objective : To get a pulse on how
existing customers feel about t...
EMAIL COMMUNICATION
FINDINGS –
SAMPLE
PRESENTED
BELOW
1.

Our respondents are mostly professionals mostly
between the age groups of 21-30 yrs,...
CASE IN FOCUS – JD SPORTS
(OFFLINE)
Market Research for JD: why?
Provides information of current and future consumer nee...
RESEARCH JD EMPLOYS
Exit surveys
 Face-to-face with consumers to gather views on leaving store
 Primary purpose to under...
EXAMPLE: CHECK-OUT
SURVEY
Why?
Cost-effective collection of data
from purchasers at tills
350,000 customers every year.
...
CHECK-OUT SURVEY – FEW
LEARNINGS/OUTPUT
Data shows how far customers travel to stores
 Enables JD to identify new store o...
THANK YOU!
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Marketing Research - An Online Perpective

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  • Market Research is a process of gathering, analyzing and interpreting raw data about the target market, product or service, competitors & about past, present and potential consumers to derive usable business results.
  • 90% of fortune 500 companies have an internal department1. Syndicated Research Firms2. Custom Research Firms3. Specialty Research Firms
  • Marketing Research - An Online Perpective

    1. 1. MARKETING RESEARCH Vinay Nair
    2. 2. WHAT WILL YOU LEARN? 1. Market research 2. Purpose of market research – 4 C‟s 3. Steps in Marketing Research 4. Coming back to the Steps 5. Case Study – Focus JD Retail
    3. 3. RESEARCH ON AGATHA CHRISTIE HarperCollins found sales of Agatha Christie novels declining in early 90‟s  Quantitative & qualitative research commissioned  Readers liked “niceness” of the crimes, but covers were gruesome and bloody Results: New cover designs commissioned and in the first year sales rose 40%
    4. 4. MARKETING RESEARCH Data Collectio n Data Data Data Target Audienc e Data Analysis Informatio n Evaluation Presentati on
    5. 5. PURPOSE OF MARKETING RESEARCH- 4 C‟S 1. Customers: To determine how well customer needs are being met, investigate new target markets, and assess and test new services and facilities. 2. Competition: To identify primary competitors and pinpoint their strengths and weaknesses. 3. Confidence: To reduce the perceived risk in making marketing decisions. 4. Change: To keep updated with changes in target customers needs and expectations.
    6. 6. STEPS IN MARKETING RESEARCH 1. Define the problem & research objectives 2. Develop the research plan 3. Collect the information 4. Analyze the information 5. Present the findings
    7. 7. 1. DEFINE THE PROBLEM & RESEARCH OBJECTIVES You want to launch a new product or service. (Objective) Awareness of your company and its products or services is low. (Problem) The market is familiar with your company, but still is not doing business with you. (Problem) Your company has a poor image and reputation. (Problem)
    8. 8. 1. DEFINE THE PROBLEM & RESEARCH OBJECTIVES Determine how many people will buy your product packaged in a certain way & when it is offered at a certain price. [Test possible cause- and effect- relationships. (Hypothesis testing)] EG: If you lower your price by 10 percent, what increased sales volume should you expect? (Price elasticity impact?)
    9. 9. 2. DEVELOP THE RESEARCH PLAN: 1. Budget 2. Timelines 3. Type of research
    10. 10. 2. DEVELOP THE RESEARCH PLAN: BUDGET 1%-2% of Company Sales = Total Budget 50% - 80% In-house 20%-50% Externally
    11. 11. 2. DEVELOP THE RESEARCH PLAN: TIMELINES A detailed timeline needs to be established. Establish target dates that will allow the best accessibility to your market.  For example, a holiday greeting card business may want to conduct research before or around the holiday season buying period, when its customers are most likely to be thinking about their purchases.
    12. 12. 2. DEVELOP THE RESEARCH PLAN: TYPES OF MARKET RESEARCH By Source By Methodology • Primary • Secondary • Qualitative • Quantitative
    13. 13. BY SOURCE : PRIMARY RESEARCH Primary research involves finding out new, first-hand information. This is called primary data. Methods of primary research include: 1. Experimental (e.g., test marketing / cause & effect relationship) 2. Observational (mystery shopper / eye tracking) 3. Survey (mail, telephone, personal interview, in-house selfadministered, online) 4. Simulation (mathematical and computer modelling) 5. Focus groups (groups of 8 to 12 people with moderator trying to reach a consensus of opinions)
    14. 14. EG: EXPERIMENTAL RESEARCH Variation 1 Variation 3 Variation 2 • Limited Information. • Less Information. • More leads. • Filtered Leads via • Less Engagement price disclosure. More Information. • A/B/C testing • Filtered leads. • Increased engagement via chat module
    15. 15. EG: OBSERVATIONAL RESEARCH
    16. 16. BY SOURCE : SECONDARY RESEARCH Secondary research involves gathering existing information. This is called secondary data. Sources of secondary data include: 1. Market research reports 2. Trade journals 3. Government statistics 4. Sales and customer records
    17. 17. QUALITATIVE RESEARCH VS QUANTITATIVE RESEARCH Qualitative Research Quantitative Research To gain an understanding of underlying reasons and motivations To quantify data and generalize results from a sample to the population of interest To uncover prevalent trends in thought and opinion Sometimes followed by qualitative research which is used to explore some findings further Sample Usually a small number of nonrepresentative cases Usually a large number of cases representing the population of interest Data analysis Non - statistical Statistical data is usually in the form of tabulations (tabs). Findings are conclusive and usually descriptive in nature Example Focus Groups, individual depth interviews , group discussions Survey, Simulations, Objective / Purpose
    18. 18. COMING BACK TO THE PROCESS 1. Define the problem & research objectives Distinguish between the research type needed. 2. Develop the research plan 3. Collect the information Decide on - budget - data sources - research approaches - research instruments - sampling plan - contact methods Information is collected according to the plan (N.B. it is often done by external firms) 4. Analyzing the information Play with the data, establish co-relations using statistical tools. 5. Presenting the findings Overall conclusions to be presented rather than overwhelming statistical methodologies
    19. 19. CASE IN FOCUS: GLOBUS CUSTOMER SURVEY (ONLINE) Purpose / Objective : To get a pulse on how existing customers feel about the brand, feel of the website among others. Target / Sample Size : 3000+ existing customers Medium: Questionnaire via email
    20. 20. EMAIL COMMUNICATION
    21. 21. FINDINGS – SAMPLE PRESENTED BELOW 1. Our respondents are mostly professionals mostly between the age groups of 21-30 yrs, with an almost equal male-female ratio 2. 1 in 4 respondents feel that the website is not exciting 3. Perception about the brand and the website is generally considered Urban, with slightly mixed perceptions on the background & font representing an Urban feel 4. While most users feel that the Globus brand & website are casual, they aren't equally evocative of the font & background on Casualness 5. More than half of the respondents have trouble finding products on the website 6. Homepage gives a feel that the range on the site is limited
    22. 22. CASE IN FOCUS – JD SPORTS (OFFLINE) Market Research for JD: why? Provides information of current and future consumer needs Provides information of current and future consumer needs Informs the marketing mix (product, price, place, promotion)
    23. 23. RESEARCH JD EMPLOYS Exit surveys  Face-to-face with consumers to gather views on leaving store  Primary purpose to understand reasons for visit, frequency of visit/purchase, reasons for and against purchase „Shopping bag‟ survey  Identifies what other stores customers visit from carrier bags carried  Provides insight into competitors/retailers attracting similar customer profiles On-site fieldwork - researches new locations  Assesses competition and the area  Helps to build a detailed SWOT analysis of each new site
    24. 24. EXAMPLE: CHECK-OUT SURVEY Why? Cost-effective collection of data from purchasers at tills 350,000 customers every year. Large sample size means robust results. Face-to-face with consumers to gather views on leaving store Primary purpose to understand reasons for visit, frequency of
    25. 25. CHECK-OUT SURVEY – FEW LEARNINGS/OUTPUT Data shows how far customers travel to stores  Enables JD to identify new store opportunities Consumer profiles by gender, age, brand and lifestyle  Influences selection of product ranges to meet customer needs Shopping bag‟ survey  Identifies what other stores customers visit from carrier bags carried  Provides insight into competitors/retailers attracting similar customer profiles Provides invaluable insights into consumer buying behaviour  Helps to identify effective marketing strategies
    26. 26. THANK YOU!

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