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Chapter 4
Marketing Research
Introduction to MarketingSemester 1
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Definition
Marketing Research
is the systematicgathering, recording and analyzing of dataabout problems relating to the marketing
of goods and services.
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Key Points:
Systematic research is a scientific process thatmust follow strict procedures.
Gathering data has to be collected.
Recording care must be taken to accuratelyrecord the data that is collected.
Analyzing skillful analysis depends onmathematical ability and experience.
Data is collected by agency but it is for manager
to decide how to use the information.
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PURPOSE & CONSTRAINTS
o Marketing research provides data that contains
information to help managers take decisions.
o Four constraints (CATS):Cost: not more than the future profit.
Accuracy: researcher must have high reputation
for quality.
Time: must be completed before the decisionmust be taken.
Security: competitors must not know.
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The Differences
Marketing Research: describe the range of
research that is used by marketing managers.
Market Research: one form of marketing
research.
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Most UsedTypes of Marketing Research
Market Research
Competitor Research
Promotional Research
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Market Research
Is the systematic analysis of a single market
The data includes:
estimated size of total markets estimate of the location and size of potential
new markets
market trends and changes expected
identification of specific market characteristics
sales forecasts for each market segment
names, age, gender, social classification ofpotential customer.
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Competitor Research
Competitor can be direct or indirect
Important to identify who are the keycompetitors
Key information: Strengths and weaknesses of product
Pricing strategies for new and existing product
Distribution Strategies
Promotional Strategies Strengths and weaknesses of resources and key
personnel
Competitors relationships with suppliers
Speed, timing and reliability of delivery service
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Promotional Research
Effective promotion has to : target the correctaudience, reach the target, achieve result
Promotional Research is used for:
Target audience identification
How to get a message across
The repetition of message
Media cost and effectiveness
Result achieved
Competitive activity
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Retail Audits
Also called Dealer Audits
They are continuous research that measuressales through retail outlets
The best-known specialist: AC Nielsen
Retail audit measures the sales of each
product, by size, type, special offer.
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Other Forms ofMarketing Research
Distributor Research which ones are good distributors?
Pricing Research
how much $ or Rp. is good?Product Research
how is our product and how is competitors product?
Sales Research whos the next potential customer?, buying
behavior, DMP?
Concept and Product Testing discovering consumer reaction
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Quantitative and Qualitative
Data
Quantitative: deals with numbers, hard facts,can answer who, where, when questions
Qualitative: deals with opinions (whyquestion), subjective issues
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Awareness and Attitude
The 3As: awareness, attitude and
Action.
Describe the stages through which a
customer passes:
o customer must become awaredevelop positive attitude take action(repeatedly)
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Secondary and PrimaryResearch
Secondary is always conducted before primary
Secondary research :refers to data alreadyavailable, looks at data that has already been
colleted Primary research : looks for data that have not
been found in the secondary search
Desk research: using computer, internet
Field research: conducted outside the office
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Data Collection
Manager: the expert on what needs to be known Researcher: the expert on how to get that data Basic Methods:
Observation Experimentation Questioning
Most common methods: Interviews, Telephone surveys, postal
surveys, panels, group interviews, retail,omnibus surveys
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Random and Quota Sampling
Random Sampling:
- Choose individuals randomly like balls
drawn in national lottery.- The problem is, these individuals can
be widespread across the cities. It is
time consuming and costly to visiteveryone and they might not beavailable.
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Quota Sampling:
- Represents the make up of the
whole.- Each interviewer first uses personaljudgment to pick likely people.
- Cost effective.