BSBMKG506B

1. Plan Market Research

2. Session-I

3. Market Research Definition
Marketing research is systematic approach of:
 Identification
 Collection
 Analysis
 Dissemination
 use of information
School of Business Cap tain Cook College

4. The Market Research cont..
 Specifies the information necessary to address these issues
 Manages and implements the data collection process
 Analyses the results
 Communicates the findings and their implications

5. Defining Marketing Research
Identification of
Information Needed
Identifying and
Solving Marketing
Problems
Collection of Data
Analysis of Data
Use of
Dissemination Information
of Information

6. Sources of Marketing Research
Primary Source
 External
Secondary Source
 Internal
 External

7. Primary Research Sources
Methods
 Observation
 Experiment
 Surveys
 Telephone and personal interviewing
 Electronic
 Panel of industry experts
 Focus groups
 Etc…

8. Secondary Research Sources
Methods
 Internet Research
 Library Research
 Data Collection Organizations
 Newspapers
 Magazines
 Journals
 Periodicals.
 Etc..

9. Primary Data
 Can aim questions  Expensive
directly at your research  Risk of questionnaire and
objective interviewer bias.
 Latest information from  Research findings may only
the marketplace be usable if comparable
 Can assess the backdate exists
psychology of the
customer

10. Secondary Data
 Cheap and accessible  Out-dated information
 Quicker  Unknown biases
 Only way to examine large  Direct data conversion not
scale trends possible
 Different units of measurement

11. Session-II

12. Classification of Marketing Research
Problem Identification Research
Research undertaken to help identify problems which
are not necessarily apparent on the surface and yet
exist or are likely to arise in the future. Examples:
market potential, market share, image, market
characteristics, sales analysis, forecasting, and trends
research.
Problem Solving Research
Research undertaken to help solve specific marketing
problems. Examples:
segmentation, product, pricing, promotion, and
distribution research.

13. A Classification of Marketing Research
Marketing
Research
Problem Problem
Identification Solving
Research Research
• Market Potential Research • Segmentation Research
• Market Share Research • Product Research
• Image Research • Pricing Research
• Market Characteristics • Promotion Research
Research • Distribution Research
• Forecasting Research
• Business Trends Research

14. Problem Solving Research
SEGMENTATION RESEARCH PRODUCT RESEARCH
 Determine the basis of
 Test concept
segmentation
 Determine optimal
 Establish market potential
product design
and responsiveness for
various segments
 Package tests
 Select target markets
 Product modification
 Create lifestyle profiles:
 Brand positioning
demography, media, and
and repositioning
product image
characteristics
 Test marketing
 Control score tests

15. Problem Solving Research

16. Problem Solving Research
DISTRIBUTION RESEARCH
Determine…
 Types of distribution
 Attitudes of channel members
 Intensity of wholesale & resale coverage
 Channel margins
 Location of retail and wholesale outlets
.

17. Problem Solving Research

18. Problem Solving Research

19. Problem Solving Research
Pricing Research
- importance of price in brand selection
- pricing policies
- product line pricing
- price elasticity of demand
- initiating and responding to price changes

20. Problem Solving Research
Promotional Research
- optimal promotional budget
- sales promotion relationship
- optimal promotional mix
- copy decisions
- media decisions
- creative advertising testing
- claim substantiation
- evaluation of advertising effectiveness

21. Problem Solving Research
Distribution Research
- determine type of distribution
- attitudes of channel members
- intensity of wholesale and retail coverage
- channel margins
- location of retail and wholesale outlets

22. Session-III

23. Market Research process

24. Market Research process
Uncontrollable Customer Groups
Environmental • Consumers
Factors • Employees
• Economy Controllable Variables
• Technology • Channel Members
• Competition • Suppliers
• Laws and •Product
Regulation • Pricing
• Social and • Promotion
Cultural Factors • Distribution
• Political Factors
Market
Research
Assessing
Information Providing
Needs Market decision
Information
Making
Market segmentation | Marketing Programs | Target Markets
Performance and Control

25. Identification research
Examples
• Market potential
• Market share
• Market characteristics
• Sales analysis
• Short and long –range forecasting
• Business trends analysis

26. Exploratory research
• Screening alternatives
• Secondary research
• Experience research – experts – key people.
• Pilot studies
• Focus groups

27. Exploratory Diagnostic research
E.G. The number of customers eating at a restaurant has reduced over
the last 6 months. You need to urgently address the problem.
Research may involve
• Checking out the local competition
• Checking the shift in local population
• Checking out nearby car parks
• Observing trends in eating out
• Talking to existing customers
• Examining service standards in the restaurant

28. Conclusive research
1. Descriptive research is conducted to discover
characteristics of a population.
Who – When – What – Where & How.
2. Casual research is attempts to identify cause - effect
relationship between variables.
Normally the researchers would have considerable
knowledgeable about the industry / subject.

29. Descriptive Research
Examples are:
• Describe the size of the market.
• The buying power of consumers.
• The availability of distributors.
• Consumer profiles.

30. Descriptive research example
for a restaurant
• What days do the customers prefer to eat out?
• Why do customers eat out?
• How often do customers eat out on weekends?
• What kind of dishes do customers prefer?
• How customers get to the restaurant?

31. Casual or predictive research
• Example – What would happen if the restaurant offered:
• 20% discount on Saturdays to customers who had visited the
restaurant on previous occasions.
• A 10% discount coupon advertised in local newspaper, which can
be used on any day.

32. Casual or predictive research
Example to measure the success of the promotion:
• Weekly earnings for a period before each promotion
• Weekly earnings for a period during each promotion.
• Weekly earnings again after each promotion

33. Session-IV

34. Qualitative research
Why do we use Qualitative research
• help define a problem
• provide understanding of a problem
• generate ideas and hypotheses to identify variables to
assess the problem.

35. Qualitative research
What does a qualitative research involve?
• Can ask sensitive questions
• Can ask open ended & probing questions
• Emphasis is on words & responses

36. Qualitative research
Methodology of conducting a qualitative research
• Use focus groups to collect data
• Conduct interviews
• Use projective techniques
• Unstructured and flexible approach
• Data & responses captured in loose format
• Methods cannot be duplicated

37. Qualitative research
Data analysis
• Data is not easily quantifiable
• Data cannot be expressed statistically
Findings
• Findings may represent a sample
• Findings are usually not conclusive

38. Quantitative research
Why do we use Quantitative Research
• To obtain descriptive / detailed data
• To obtain precise & consistent data
• To obtain conclusive data
• To confirm variables are correct

39. Quantitative research
Methods to implement a quantitative research
• Only ask simple questions
• Ask precise & short questions
• Obtain precise responses
• Emphasis is on numbers

40. Quantitative research
Methodology to conduct quantitative research
• Use surveys to collect data
• Use observations to collect data
• Use experiments to collect data
• Usually based on a large number of people
• Structured, planned and controlled
• Data captured in standardised format
• Procedure can be duplicated

41. Quantitative research
Data analysis
• Data is easily measurable
• Data can be expressed statically
Findings
• Findings usually represent sample
• Findings are usually conclusive

42. Stakeholders in Marketing Research
• The public
• The respondent
• The client
• The market researcher
• The supplier
• Etc…

43. Objectives of a Research Project
• Give the project a name.
• Show clearly the purpose of the research.
• Identify and list what kind of information is needed (primary or secondary).
• Suggest where to obtain the information.
• Give an idea of the scope of the project (it’s extent).

44. Methods to Conduct a Research
• Select an appropriate data collection method/s
(surveys, observations, focus groups, interviews).
• State whether it’s primary or secondary research or both.
• Determine whether quantitative or qualitative techniques will be used or both.
• Determine what data recording medium to use
(questionnaire, discussion guide, discussion list or some other medium).
• Prepare field work program including time lines

45. Overall data collection
• Choose what hypotheses to use to construct questions.
• Design a questionnaire.
• Decide what measurement, scaling and pre-coding are required.
• Decide wether or not to pre-test questionnaires / run trials

46. Data sources
• Identify whether sources are people or places, and where they are to be
found.
• Identify whether sources are primary or secondary.
• Indicate what sampling methods to use, composition of focus groups.
• Identify what sample size, how many people or how big the focus group

47. Data collection activities
• Use of survey questionnaires, focus groups or interviews.
• Identify how you will administer the questionnaires.
• Identify how the fieldwork program will be set up.
• Identify what interviewing guidelines you will use along with ethical issues to
consider.

48. Starting and completion dates
• Identify whether completion date allows for fieldwork data collection.
• Show time lines for data analysis and reporting
• Identify starting time.
• Prioritize tasks.
• Make notes on any other constraints you may need to consider

49. Market Research Organizations
Australian Market and Social Research organization
(http://www.amsrs.com.au/)
Association of Market and social research organizations
(http://www.amsro.com.au)
CASRO: The Council of American Survey Research Organizations
(www.casro.org)
MRA: Marketing Research Association (www.mra-net.org)
QRCA: Qualitative Research Consultants Association (www.qrca.org)
RIC: Research Industry Coalition (www.research industry.org)

50. Legislations
• Anti-discrimination legislation
• Equal opportunity
• Equity and diversity
• Marketing codes of practice and conduct
• Privacy laws
• Trade Practices Act