P%26P Slides Week 5 Research

8/8/2019 P%26P Slides Week 5 Research

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MarketingResearch andInformation

Systems



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 decision-

making

Strategic

external continuousdata

external ad-hoc data

new products and

markets

competitivestrategy

Operational

sales force

monitoring

advertising copy

Tactical

marketing mix

planning



Waitrose

Survey results on

behalf of Which?

Magazine are usedhere to

position Waitrose

as the

UK¶s favouritesupermarket.



Types of marketing research

Ad hoc research

custom designed studies

Omnibus studies

Continuous research

consumer panels

retail audits

TV viewership panels

marketing databases

CRM systems

website analysis



The marketing research process

Data analysis and interpretation

Research Planning

Initial contact; research brief; research proposal

Exploratory Research

Secondary research; qualitative research; consultation

with experts;observation

Main quantitative data collection

Descriptive research; experimental research; thesampling process; the survey method; questionnaire

design

Report writing and presentation



Forms of exploratory research

Exploratory research

Secondary

research

Internal records

Past marketing

research reports

Government andEU statistics

Market reports

Directories

Newspapers,

journals, magazines

Observation

watching

purchasing

behaviour

ethnography

Qualitative

research

focus groups

depth

interviews

Consultation

with experts

practitioner

experts

financial experts

university-basedexperts

journalists



The main quantitative data collection stage


Descriptive

research

Descriptions of

consumers¶

awareness, beliefs,

attitudes,

preferences,

behaviour etc.

Research designTypes

Experimental

research

Setting up control

procedures to

measure cause and

effect (e.g. the effect

on sales of a

promotional offer)



The main quantitative data collection stage


The sampling

process

population

definition

sampling frame

sampling method

sample size

Research designTypes

The survey

method

face-to-face

interviews telephone

interviews

mail surveys

Internet surveys

Questionnaire

design

planning

design

piloting



The sampling process

Define the population

Determine

Sample

size

Search for sampling frame

Specify

sampling

method

Select the sample



A comparison of different contact methods



Methods of improving mail survey response rates



Stages in thedevelopment of a questionnaire

Planning stage

Design stage

Pilot stage




Definition of the research problem

Exploratory research

Information required

Definition of population

Target groups

Survey method

Planning stage

Design stage

Pilot stage




Ordering of topics

Type of question Wording and instructions

Layout

Scaling

Probes and prompts Coding

Planning stage

Design stage

Pilot stage




Pilot testing Redesign

Final questionnaire

Planning stage

Design stage

Pilot stage



Poorly worded questions

What type of wine do you prefer?

µType¶ is ambiguous: respondents could say µFrench¶ , µred¶, µclaretdepending on their interpretation. Showing the respondents a list andasking µfrom this list«¶ would avoid the problem.

Do you think that prices are cheaper at Asda than Aldi?

Leading question favouring Asda: a better question would be µDo youthink that prices at Asda are higher, lower or about the same as Aldi?¶Names should be reversed for half the sample.

Which is more powerful and kind to your hands: Ariel or Bold?

Two questions in one: Ariel may be more powerful but Bold may bekinder to the hands. Ask the two questions separately.

Do you find it paradoxical that X lasts longer and yet is cheaper thanY?

Unfamiliar word: a study has shown that less than a quarter of thepopulation understand such words as paradoxical, chronological or facility. Test understanding before use.

Question Problem and solution



Data Analysis and Interpretation

Aided by software packages e.g. SPSS

Care needed in interpreting course and effect

Care needed when interpreting differences in means(sampling errors)

A computer-

generated

histogram displaying

marketing research

information.



ReportWriting

Typical Structure

1. Title page

2. List of contents

3. Preface

4. Summary of conclusions and recommendations

5. Previous related research

6. Research method

7. Research findings

8. Conclusions

9. Appendices



Essential differences between qualitative and

quantitative research

Qualitative Quantitative

Focus Verbal data Numerical data

Research purpose

and outcome

Rich, in-depth insights Broad

generalisations

Research means Focus group or depthinterview

Structuredquestionnaire

Operation High flexibility in data

collection

Low flexibility in

data collection

Data capture Post-coding Pre-coding

Sampling Small samples Large samples

Analysis Content analysis Statistical analysis

Reporting Underlying themes

illustrated by quotes

from respondents

Statistical



Ethical issues in marketing research

Intrusions on privacy.

Misuse of marketing research findings.

Competitive information gathering.

Selling under the guise of marketing research.



Core Reading

Core reading to

support this topic

can be found in

Chapter 7 of your

recommended

text

P%26P Slides Week 5 Research

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