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1、Marketing Research andInformation,Week 3,What is marketing research?,Marketing research is defined as the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company.,Why market research?,Marketers have many questions they
2、would like answers to: What doubts do consumers have about our products? Does it pay to introduce new packaging? Why are our sales declining? Which regions/countries should we expand in? How effective was our recent ad campaign?,The marketing research process,Figure 6.1 The marketing research proces
3、s.,Step 1: Define the problem,Define the problem Specify decision alternatives State research objectives,Step 2: Develop the research plan,Research approaches,The traditional marketing research approach,The traditional marketing research approach means that desk research comes first, providing infor
4、mation for the qualitative research, which in turn feeds into the quantitative work. ,Research instruments,Questionnaires Qualitative measures Technological devices,Questionnaires dos and donts KKBGH: 220,Ensure questions are free of bias Make questions simple Make questions specific Avoid jargon Av
5、oid sophisticated words Avoid ambiguous words,Avoid negatives Avoid hypotheticals Avoid words that could be misheard Use response bands Use mutually exclusive categories Allow for other in fixed response questions,Question types dichotomous,In arranging this trip, did you contact Virgin Atlantic? Ye
6、s No,With whom are you traveling on this trip? No one Spouse Spouse and children Children only Business associates/friends/relatives An organised tour group,Question types multiple choice,Question types-Likert scale,Indicate your level of agreement with the following statement: Small airlines genera
7、lly give better service than large ones. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree,Question types semantic differential,Virgin Atlantic Large .Small Experienced.Inexperienced Modern. Old-fashioned,Question types importance scale,Airline food service is _ to me. Extre
8、mely important Very important Somewhat important Not very important Not at all important,Question types rating scale,Virgin Atlantics food service is _. Excellent Very good Good Fair Poor,Question types intending to buy scale,How likely are you to purchase tickets on Virgin Atlantic if in-flight Int
9、ernet access were available? Definitely buy Probably buy Not sure Probably not buy Definitely not buy,Question types completely unstructured,Source: Getty Images,What is your opinion of Virgin Atlantic?,Question types word association,What is the first word that comes to your mind when you hear the
10、following? Airline _ British _ Travel _,Question types sentence completion,When I choose an airline, the most important consideration in my decision is: _.,Question types story completion,I flew Virgin a few days ago. I noticed that the exterior and interior of the plane had very bright colors. This
11、 aroused in me the following thoughts and feelings. Now complete the story. _,Qualitative measures,Qualitative measures,Situation-projective technique,respondents are shown drawings of situations involving the brand (e.g. a woman driving a Mercedes) and asked to describe: the situations their though
12、ts/feelings of the people involved,object-projective techniques (OPT),respondents are asked to describe the brand in terms of: an animal a vegetable a country, etc.,Technological devices,Sampling plan,Sampling unit: Who is to be surveyed? Sample size: How many people should be surveyed? Sampling pro
13、cedure: How should the respondents be chosen?,Types of samples,Table 6.2 Probability and non-probability samples,Contact methods,Pros and cons of online research,Advantages Inexpensive Fast Accuracy of data, even for sensitive questions Versatility,Disadvantages Small samples Skewed samples Technolo
14、gical problems Inconsistencies,Active contact,Some market research is done with willing consumers Top Gear: Viewers voted for their top driving song CD launched,What is qualitative research?,Definition: “techniques of data collection and analysis that rely on non-numerical data” (Cassell et. al., 2006: 162) Techniques focus on textual data or visual images Sounds, pictures, videos, music, songs, poetry, etc.,Quantitative or Qualitative(complementary not competitive),Quantitative research
