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1、,Lecture 5: Marketing Research Lecture Objectives,Research - Why? Processes Involved Analysis Reporting,The provision of information about markets and the reaction of these various products, price, distribution and promotion actions.,Why is marketing research important? List 5 reasons,Marketing rese
2、arch,2,A marketing information system,Marketing environment The company Customers Competitors Suppliers Distributors Economic Social Legal Technological Physical forces,Marketing information system Internal continuous data Internal ad-hoc data Environmental scanning Marketing research,Marketing deci
3、sion-making Strategic,external continuous data external ad-hoc data,new products and markets competitive strategy,sales force monitoring advertising copy,Tactical,4,Descriptive or experimental research,The Marketing Research Process,Preliminary stage Objective is to identify/understand the research
4、question and the background scenario Initial contact Research brief Background information Sources of information Scale of the project The timetable,Marketing research - what is involved?,Objective - a firm decision is taken to go ahead with research. Commence detailed background studies and prepare
5、 data collection methods/instruments. Research proposal What will be done How much will it cost How long will it take Exploratory research Literature review Secondary sources Publicly available data,The second stage,Choose methods (channel where applicable) Decisions on Quantitative methods Face to
6、face interviews Mail surveys Telephone interviews Internet surveys (email and web based),Identify population and select sample Simple random sampling Stratified random sampling Cluster sampling,Stage three The objective is to design the data collection instrument Plan Design Ordering of topics Types
7、 of questions Wording and instructions Layout Scaling Probes and prompts Piloting (testing),Qualitative methods Consultation with experts Observation,Stage four The objective here is to collect data and carry out subsequent analysis Administer the instrument Collect data Collate Input data into data
8、base Analyse Interpret,Stage five The objective here is to present the findings of the research Report writing Presentations,5,The sampling process,Define the population,Search for sampling frame,Specify sampling method,Determine sample size,Select the sample,Stages in the development of a questionn
9、aire,Definition of the research problem Exploratory research,Information required Definition of population Target groups Survey method,Ordering of topics Type of question Wording and instructions Layout Scaling Probes and prompts Coding,Pilot testing Redesign,Final questionnaire,8,How to go about it
10、? Do it yourself Commission a marketing research agency Types of marketing research Ad-hoc research Custom designed studies Omnibus studies Continuos research Consumer panels Retail audits Television viewership panels,What is done with research output? Marketing information systems A system in which
11、 marketing information is formally gathered, stored, analysed and distributed to managers in accord with their informational needs on a regular planned basis.,Some ethical issues in marketing research Intrusions to privacy Misuse of marketing research findings Selling under the guise of marketing research Questionable practises in information gathering Using students Posing under an assumed identity Stealing/gaining access through dishonest means to a competitors research data,
