mr chapter 2 slides

7/25/2019 Mr Chapter 2 Slides

1/66

Welcome to Powerpoint slides

for

Chapter 2

The MarketingResearch Process:

An Overview

Marketing Research

Text and Cases

!

Ra"endra #arg$ndkar

1


2/66

A marketing research project starts with aninformation need. It ends with an actionable

report or presentation or both. In between are

various steps to ensure that the marketing

research project achieves what it set out to

do.

2


3/66


4/66

%nformation #eed

"onsider# for e$ample# an e$pensive advertising

campaign which has been running on television for !

weeks. It ma% not have produced the e$pected jump in

sales in some of the major sales territories. &he client#

let us assume# is a shaving blades manufacturer.

&he marketing manager has to decide whether to

discontinue the campaign# or change it# or reconfirm that

the ad campaign is good. If the ad campaign is good# itma% be some other marketing variables such as the price

or distribution# or strong competitive promotions that are

the reasons for sales not being upto e$pectations.

'


5/66

(ne wa% to find out is to do marketing research.

&herefore# the marketing manager has identified an

information need # and it could be fulfilled b% a

marketing research stud%.

&here could be a second marketing manager who is

considering the launch of a new brand of deodorant in

the market. )e wants to know how to position the

rand in the market# and get a ro$gh estimate ofwhat the market si&e would be in the chosen

segments. )e has an information need# which could

be filled b% doing a consumer surve%.

*


6/66

A third marketing manager heads a popular music

channel on &.+. )e wants to know which of his

video disc jocke%s is the most popular# and whichshow is the most watched. )e could commission a

stud% b% an independent marketing research agenc%

to do just that.

&he risk involved in taking a marketing decision

with inade,uate information# should be weighed

against the cost of getting the information# and#

taking a better-informed decision. uccess depends

on man% factors# and information is onl% one of

them.

/


7/66

&he risk involved in taking a marketing decision with

inade,uate information# should be weighed against the

cost of getting the information# and# taking a better-informed decision. uccess depends on man% factors#

and information is onl% one of them.

(f course# an% need for information must bee$amined in terms of the cost of obtaining the

re,uired information. Also# the cost of not having

this informationshould be estimated.

0


8/66


9/66


10/66

(ver! o"ective translates into a few )$estions

on a ,uestionnaire# and there is a limit to how man%

,uestions a respondent can honestl% answer before

his interest level goes down.

ometimes# we call the research objective b%

another name the research problem. 6roadl%#these two terms can be used interchangeabl%.

7hatever the terminolog% used# the research should

end up with useful information that enables a

marketing manager or entrepreneur to make a better

decision. If a report is meant to lie on a shelf# it is

not reall% marketing research# but a waste of

resources. 18


11/66


12/66

&his method anal%sed the coverage of variouscategories of news such as politics# sports#

regional# national# cit%-based news etc. b% theclient:s newspaper and the competitors.

&his gave vital insights to the publishers of the

paper# and over a period# it became successful.&his is just an e$ample to show that sometimesunusual research designs do pa% off.

6roadl% speaking# we can classif% researchdesigns into the following three kinds -

;.(xplorator! Research;+'escriptive Research

;+Ca$sal Research 12


13/66

(xplorator! Research

It is generall% used to clarif% thoughts and opinions about

the research problem or the respondent population# or toprovide insights on how to do more conclusive


14/66


15/66

'escriptive Research

Most marketing research is of this t%pe. &%picall%#descriptive studies are either


16/66

A consumer panel could be used to stud% consumption of

products>brands over a period of time. It could also be

used to measure viewership of &.+. shows# or readershipof maga?ines. A retail store audit is a variation of the

panel# with data being collected from retail stores on the

products>brands being stocked# shelf space allotted# sales

and promotions etc.

Panel data has the advantage of enabling comparisons at

different points of time or e$ample# the effect of a

change in price# pack design# or other elements of the

marketing mi$ can be easil% measured b% comparing the

sales or market share before and after the change.

&his is not so eas% to do in t%pical surve% data# because

it is cross-sectional in nature# for onl% one point in time.1/


17/66


18/66


19/66

Cross-sectional design

It is the most commonl% used in marketingresearch. &his is aone-shot research stud% at agiven point of time# and consists of a sample


20/66

It can cover man% variables of interest# and is notaffected b% the movement of elements in thesample# because other elements can be substitutedfor them


21/66

&o some e$tent# the last mentioned problem canbe overcome with certain techni,ues of anal%sis.or e$ample# we can anal%se data b% town orregion or b% other segments to preventunnecessar% aggregation which is misleading.

(n the whole# though# cross-sectional researchappears to be most preferred b% marketresearchers and their clients on account of itssimplicit% and understandabilit%. It is also ,uite

fle$ible in nature# and can take care of simpleanal%sis as well as comple$ statistical methods.

21


22/66

Ca$sal Research 'esigns

In research# we can never be completel% sure that

a particular variable


23/66

"ausal designs differ from descriptive designsin their greater probabilit% of establishing

causalit%. &he reason for this is that causal

designs are similar to e$periments done in a

lab# where we know what goes in# whatchanges are made# and what results from the

changes. "ausal designs are also known as

9$perimental Cesigns# for this reason.

2!


24/66

'esigning The Research Methodolog!

9ver% research stud% starts with some information

need. ometimes# the information re,uired can

be collected entirel% from published sources or

internal records. &his is called secondar%research.

It is more usual# however# that we will need to

collect data from primar% sources customers#

bu%ers# users# dealers or some other respondents.

2'


25/66

&he major parts of the research methodolog% that

need designing are

;+Research Method . /econdar! and Primar!;+/ampling Plan;+0$estionnaire 'esign 1if applicale

;+3ield Work Plan;+Anal!sis Plan

Dsuall%# the first thing one has to decide is the

method to be used for data collection.

2*


26/66

'ata Collection Methods

It is possible to collect data from respondents b% man%different methods. &he major methods commonl% used

are

;+/$rve!

;+Oservation;+(xperimentation;+0$alitative Techni)$es;+Other specialised techni)$es

Euantitative methods are generall% more popular than

,ualitative techni,ues in marketing research studies.

Also# the surve% techni,ue is more popular than other

techni,ues. 2/


27/66

/$rve!

&here are different wa%s a surve% can be carried out.

It can be done b% telephone# b% mail# or in person. In

present times# it can even be done b% email using the

internet. 9ach of these has its own merits and

demerits.

or e$ample# personal interviewshave the advantage

that ,uestions can be e$plained to respondents# and

facial reactions or bod% language can be observed.

&elephonic surve%s have the advantage of low cost.

6ut facial reactions cannot be observed.

20


28/66


29/66

6ut if some amount of error is acceptable and

speed is of the essence# an e-mail surve% or atelephone surve% would be e$cellent methods. A

traditional mail surve% would be much slower#

b% comparison.

At present# personal interviews are the

preferred method for doing s$rve!s in %ndia+

&elephone and mail surve%s are used in a

minorit% of cases where the% are justified b% thetarget population and the objective of the

research.

25


30/66

Oservation

ometimes# (bservation# or 9$perimentation

could be the method of choice. (bservation is

a techni,ue where the consumerFs behaviour is

recorded# usuall% without his knowledge.

or e$ample# a video camera in a retail store

can be used to record a customerFs behaviour

while she bu%s a garment.

!8


31/66


32/66

&he obvious advantage of this techni,ue is that

it is actual consumer behaviour that getsrecorded# rather than their statements of

purchase intention. &herefore# we get more

accurate information.

If a video recording is too e$pensive# an audio

recording is possible# or even a data collector in

person can observe and record his findings on

paper.

!2


33/66


34/66

In the same wa%# a product test could be designed

as an e$periment# with three different variants ofthe product being tested on three randoml%

chosen sets of respondents from a target

population. &he modern method of imulated

&est Marketing


35/66

0$alitative Techni)$es

ometimes# the research objective calls for moreindirect methods of ,uestioning# either becausenormal ,uantitative surve%s are inade,uate# orinappropriate.

In such cases# ,ualitative methods# which probe theminds of respondents ma% be used. )ere# theemphasis ma% be on free-wheeling interviews with

open-ended# unstructured ,uestions such as 7hatdo %ou e$pect from a refrigeratorH3# 7hat needsdoes it fulfillH3 or 7hat do %ou feel when a friendshoots an envious glance at %our carH3

!*


36/66

(ther methods of ,ualitative research include the7ord Associations where a respondent is asked to

think of a word which comes to mind when hethinks of a brand. (ther variations includeassociating each brand with a person or celebrit%#or an animal# etc.

&he major re,uirement for using ,ualitativetechni,ues is that we re,uire a behaviouralspecialist such as a ps%chologist or sociologist to

anal%se the findings. &he sample si?es in,ualitative studies are usuall% small# and anal%sisand interpretation is not as eas% as it is in,uantitative studies. If done b% non-e$perts#,ualitative research can be completel% misleading.

!/


37/66

Eualitative techni,ues can also be used in

combination with ,uantitative techni,ues togain better insights into consumer mindsets.

!0


38/66

An example of )$alitative research is a stud% done

b% &+ u?uki# among scooter and moped users in

1545.


39/66

/pecialised Techni) es


40/66

/pecialised Techni)$es

&here are three specialised techni,ues# used commonl% b%

marketing researchers..A Cons$mer Panel is a sample of consumers chosen for

keeping a record of what the% bu% in a given period or what

&.+. shows the% watch in a given period &he special feature

of this is that the sample remains the same for a %ear or si$months

.Retail A$dit : Man% companies routinel% do a retail audit

and publish the results


41/66

6oth regional and national audits can be done.

Dsuall%# such audits are best done b% a third

part%


42/66


43/66

&he ne$t stage in a marketing research stud%# after the

primar% research method has been decided upon# is theplan for

;+/ampling

;+3ield Work;+Anal!sis

&hese are probabl% the most important in a stud%

involving primar% research# as the credibilit% and the

accurac% of a stud% is dependent on these stages.

'!


44/66


45/66

In general# two precautions should be taken to ensure a

good sample non-users# or classes based on age# income#etc. &hen# ensure that each segment gets represented

ade,uatel% in the final sample. &his also applies to

studies that are done in multiple cities. If a stud% is

done in twent% cities# and if anal%sis is re,uired b%

cit%


46/66

Kenerall%# formulas can be used to determine

sample si?es# but the% suffer from some

limitations. or a more detailed discussion#

please refer to the chapter titled ampling

Methods &heor% and Practice3.

It is usuall% a blend of theor%# practical

limitations and e$perience which generates

the best sampling plan in an% given researchsituation.

'/


47/66

3ield Work Plan

&his is clearl% linked to the sampling plan. (nce the

sampling centres


48/66

6efore doing field work# whoever is going out in the

field needs to have an idea of what is to be collected

and its format of recording. In the traditionalformat of personal interviews


49/66

&he second ,uestion is when3. In man%

studies carried out nationall%# it is not possiblealwa%s to simultaneousl% cover all centres# on

the same da%s. &here could be logistical

problems for supervisors# or there ma% be

difficulties in recruiting ade,uate fieldworkers etc. 6ut it is desirable to have a well-

planned schedule so that all field work is

completed in an orderl% fashion# and cross-

checks can be established.

'5


50/66


51/66

&he mock interviews and the briefing session is

designed to e$plain and clarif% to the field workers

how3 to go about their data collection task. In moststudies# temporar% field workers are recruited on a dail%

wage basis and paid on the basis of a minimum number

of complete# usable ,uestionnaires filled up.

&he number of field workers re,uired in each centre is

usuall% estimated based on the sample si?e re,uired# the

locations where the sample can be found# the number of

supervisors available# and the time limit for completionof field work. &hese are communicated b% the research

e$ecutive in charge to the field supervisors in his

branch offices# who generall% recruit the field workers.*1

'eriefing


52/66

'eriefing

It is important that an% problems on the field get

reported to the field supervisor or the research

e$ecutive# and solutions found ,uickl%. &hese problemsma% include difficult% in locating target sample units# or

non-cooperation in answering some ,uestions# or

difficulties in comprehension.

&o minimise an% problems the field staff ma% encounter#

a debriefing sessionis usuall% held at the end of the first

da%Fs field work in each new centre


53/66

ome of these problems are recognised even earlier

if a pilot study of a small sample is performed#

before starting regular field work. Alternativel%# the

first da%Fs or half da%Fs field work could be

considered as a pilot stud%# and not included in the

surve% results.

*!


54/66

Anal!sis Plan and (xpected O$tcome

Anal%sis is based on the answers given to ,uestions.

It is important to have an anal%sis plan in mind even

before going to the field with a ,uestionnaire.

Regrettabl%# this is not alwa%s given the attention it

deserves b% the researcher. It is sometimes assumed

that it can be done later# or that all possible anal%ses

can be done an%wa%# so wh% bother to plan theanal%sis in advance. 6ut for man% reasons# it is vital

to do so.

*'


55/66

A ver% powerful reason is that the sample si?e

gets reduced# if the anal%sis is done on parts of

the sample. or instance# in a sample of 288respondents# there could be 1/ combinations of

income 1/ or 12.* persons. &hisma% not be good enough to draw conclusions

about the given Age-Income combination.

**


56/66


57/66

&here are normall% two ver% basic kinds of anal%ses in a

marketing research stud%. &hese are

;+/imple Ta$lation

;+Cross Ta$lation

/imple Ta$lation involves counting the number of

responses in each categor% for a ,uestion# and putting it in a

fre,uenc% table form. &his can be used to compute

percentages# b% dividing the number of responses b% thesample si?e. &his is done for each ,uestion in the

,uestionnaire.

*0


58/66

Cross Ta$lation: &his is the result of countingsimultaneousl%# answers to two or more different,uestions on a ,uestionnaire. or e$ample# one,uestion ma% ask how fre,uentl% respondents bu%a soap brand. Answers ma% var% from (nce aMonth to &hrice a Month.

Another ,uestion on the same ,uestionnaire ma%ask for their reaction to the fragrance of the soap.7e ma% want to cross tabulate the responses tothese two ,uestions. )ow man% of the people

who liked the fragrance bought once a month# andhow man% of them bought twice or thrice amonthH imilarl%# how man% who did not like thefragrance bought it once# twice or thrice a monthH

*4


59/66

7hile doing cross-tabulation# it is also necessar%

that the two ,uestions


60/66

(xpected O$tcome

(ne good wa% to think about e$pected outcome

is to prepare a blank table of output# particularl%

for an% cross tabulations we ma% be interested in.

&his can be done after the ,uestionnaire is

designed# but before the field work is done. &his

helps to anticipate some of the problems in

sampling and corrective action can be takeneasil% to adjust sample si?es on the field.

/8


61/66

5$dget and Cost (stimation

&here are two or three basic parameters which

provide an estimate of how much a stud% is going to

cost.

.ample si?e

.)ow difficult to find the sampling units


62/66


63/66


64/66

Presentation* Report and Marketing Action

After the tabulation and anal%sis is completed# the

ne$t step is usuall% a presentation to the sponsor of

the stud%. &his includes fre,uenc% tables and cross

tabulations in percentage terms# and special anal%sesif an%. It also includes a summar% of major findings#

and some recommendations. If an% additional cross

tabulations are re,uired# the client or sponsor usuall%

re,uests them at this stage.

/'


65/66

A formal report usuall% follows the presentation.

&his should normall% contain the following

;.(xec$tive /$mmar!

;+Tale of Contents

;+%ntrod$ction;+Research O"ectives

;+Research Methodolog!-ample Cesign

;3ield Work Plan and 'ates-Anal%sis > 9$pected (utcome Plan-Euestionnaire "op%


66/66

;+Anal!sis-imple &abulation-"ross &abulation

-An% pecial Anal%sis

;+3indings

;+,imitations

;+Recommendations for Action

;.5iliograph! 6 ,ist of References

6ased on the report# the client normall% will takesome marketing actions. &his is the e$pected

outcome of an% marketing research stud%.

mr chapter 2 slides

Documents