MARKETING -...

MARKETING RESEARCHFACULTY OF ENGINEERING MANAGEMENT

Ph.D., Eng. Joanna Majchrzak

Department of Marketing and Economic Engineering

Mail: [email protected]

Meetings: Monday 9:45 – 11:15

Thursday 15:10 – 16:40

Room 316, Strzelecka Street

Marketing Research 1

mailto:[email protected]

Presentation of the results

Marketing Research2

EXCEL

1, 2, …., 7 exercise

1.1. worksheetResearch method

1.2. worksheetData

1.3. worksheetData analysis

1.4. worksheetMain results

1.5. worksheetConslusion

E-MAIL12.04.2018 - Statistical publications and Publications and reports of organizations10.05.2018 - Personal interview24.05.2018 - Questionnaries14.06.2018 - Observation

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mailto:[email protected]

A depth interview • A depth interview is an unstructured, direct, personal interview in

which a single respondent is probed by an experienced interviewer to uncover underlying motivations, beliefs, attitudes and feelings on a topic.

Marketing Research 3Malhotra N.K., Birks D.F., (2006), Marketing Research. An Applied Approach, Pearson Education Limited.

A depth interview Applications of depth interviews:

- detailed probing of the respondent → customer

Objective:

- product quality or marketing communication development

Research object:

- product characteristics?

- user characteristics?

Technique:

- Laddering

- Projective technique


Research method• Define the product quality


The general qualitative methodology• The definition of the quality

Quality is a set of attributes (Mantura, 2012)

𝑄 = 𝑎1, 𝑎2, … , 𝑎𝑛𝑄 = 𝑎1, 𝑎2, 𝑎3, … 𝑄 = ∅

The infinite set of features is noticed in terms of material

objects when the full recognition is impossible.

The finite set of attributes is noticed in terms of abstract objects

or when some simplification is assumed.

The empty set of attributes is noticed when we know nothing

about the object and that situation is usually the starting point to the

observation and research.

The general qualitative methodology• The axiom of the object recognition through the quality

𝑄𝑂 = 𝑎1𝑂 , 𝑎2

𝑂 , … , 𝑎𝑛𝑂 ,

THE OBJECT

THE QUALITY

THE PERSON

The general qualitative methodology

Select the set of attributes accorting to the research objectives

Note: The set of attribute is infinitive due to the various perspective of recognition.

THE SET OF FEATURES

THE OBJECT

Research method• Define the product quality

• Present the interview scenario


the potential clients

the clients

the experts

Data about the respondent:1…………………2…………………3…………………4………………….5…………………..

Interview scenario (for 20 minutes)1.Introduction (name and surname, subject, recording)

2.Warm-up (information about the respondents, facts and experiences)

3.Essential questions

- Form of product usage, advantages or disadvantages of the several brands, the reason of the specific products selection, positioning,

- Laddering,

- Projective technique,

4.Additional questions (opinion about the selected form of the marketing communication)

5.Ending (information, ask if the respondent would like to add sth)


transcription

transcription


Dictaphone

Laddering• A technique for conducting depth interviews in which a line of

questioning proceeds

from product characteristics to user characteristics.


Laddering• the link between products and the consumer’s perception process,

• how consumers translate product attributes, through personal meanings associated with them,

• theories of consumer behavior -> the consumption acts produce consequences for the consumer,

• consumers learn to associate these consequences to specific product attributes.

• These associations are reinforced through consumers’ buying behavior and, as a result, they learn to choose products that have certain attributes in order to obtain the consequences they desire.


Malhotra N.K., Birks D.F., (2006), Marketing Research. An Applied Approach, Pearson Education Limited.

LadderingThere are two features:

1. Motivation. The laddering technique focuses upon generating insight to the motives behind consumption of certain products.

2. Cognitive structure. The connection between tangible product attributes and more abstract cognitive structures that involve the physical and emotional consequences derived from these attributes.

Attributes > Consequences > Values (A – C – V)



LadderingThe interview revolves around three basic questions based on the A – C – V chain. The questions posed would be:

1 Values: How important is this for you? (e.g. health)

2 Consequences: What does this difference mean? (e.g. not fattening)

3 Attributes: What is different about these alternatives? (e.g. low calories)


Laddering• Comparisons of the consumer’s choice alternatives.

• Different products used for the same purpose.

• Elements that can affect consumer choices:

For example:

• electric toothbrush and a conventional toothbrush,

• varieties in a product line such as full-fat and skimmed milk,

• product brands such as Heineken and Amstel beer,

• kinds of packaging such as wine in bottles and in cartons.


ProbingProbing can be done by asking general questions such as

• ‘Why do you say that?’,

• ‘That’s interesting, can you tell me more?’

• ‘Would you like to add anything else?’

Probing can also be more specific,

• ‘At what point do you feel your relationship with Bank X started to deteriorate?’


Interview scenario (for 20 minutes)1.Introduction (name and surname, subject, recording)

2.Warm-up (information about the respondents, facts and experiences)

3.Essential questions

- Form of product usage, advantages or disadvantages of the several brands, the reason of the specific products selection, positioning,

- Laddering,

- Projective technique,

4.Additional questions (opinion about the selected form of the marketing communication)

5.Ending (information, ask if the respondent would like to add sth)


transcription

Projective techniqueAn unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudesor feelings regarding the issues of concern.

• Association techniques, Word association,

• Completion techniques, Sentence completion, Story completion

• Construction techniques, Picture response techniques

• Expressive techniques

• Brand personality

• Third-person technique



Consumer attitudes toward Nescafé instant coffee• Mason Haire, 1950

• the motives exist which are below the level of verbalization because they are socially unacceptable, difficult to verbalize cogently, or unrecognized,

• the motives were intimately related to the decision to purchase or not to purchase,

• it was possible to identify and assess these consumer motives in an indirect manner.

Marketing Research 20Ross B. Steinman, Projective Techniques in Consumer Research, International Bulletin of Business Administration, ISSN: 1451-243X Issue 5 (2009), EuroJournals, Inc.

Consumer attitudes toward Nescafé instant coffee


• Maxwell House Coffee shopper was depicted frequently in a positive manner

• Shoppers were more often viewed as a good housewife by respondents than those who had Nescafé instant coffee on their list.

Respondents viewed the Nescafé shopper as:• lazy, sloppy,• and an inefficient household planner and

scheduler.

Ross B. Steinman, Projective Techniques in Consumer Research, International Bulletin of Business Administration, ISSN: 1451-243X Issue 5 (2009), EuroJournals, Inc.

Source• Ross B. Steinman, Projective Techniques in Consumer Research,

International Bulletin of Business Administration, ISSN: 1451-243X Issue 5 (2009), EuroJournals, Inc.


Completion techniques• In completion techniques, respondents are asked to complete an

incomplete stimulus situation.

• Sentence completion.

A projective technique in which respondents are presented with a number of incomplete sentences and are asked to complete them.

• Story completion.

A projective technique in which respondents are provided with part of a story and are required to give the conclusion in their own words.



Example: Sentence completionIn the context of the launch of the euro, the following incomplete sentences may be used.

• A manager who does not plan to track their company’s transactions using the Internet is ……………………………………………………

• A manager who selects a new bank based on the lowest price is…………………………………………………………………………………………………….

• ABN AMRO is most preferred by ……………………………………………………..

• When I think of dividing business between banks, I………………………………………………………………………………………………………



Example: Story completionA finance director had been conducting business with a leading Norwegian bank for over 10 years. Her company was planning to make more use of the Internet to manage transactions. The manager that was her main contact at the bank knew little of the applications and benefits of the Internet for her business. So, she spent three months in talks with a variety of software suppliers, primarily trying to get over the problem of integrating new software with the systems she already had. After going through a major selection process and being at the point where she was about to commit her company, another department of the bank contacts her with an Internet solution that solves her integration problems at a much cheaper price compared with her selection process.

• What is the finance director’s response? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

• Why? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

The respondent’s completion of this story will reveal characteristics of the relationship she‘enjoys’ with the bank. Why, after such a lengthy relationship, may the bank take the business for granted? What role is expected of the bank manager? What must happen in a relationship to get it to the point when switching to another bank is inevitable, whatever the costs?



Data – blank worksheet


Dictaphone

Analysis• The most interesting respons from the interview

• Copy – Paste form the transcript


ResultsResearch object:

- product characteristics?

- user characteristics?

- marketing communication?


Review and Discussion Questions

- Review and Discussion Questions ?

Promotion & Negotiation and Sales Technique 29

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