Lecture presented on the advanced course: ‘RESEARCH APPLICATIONS IN SEAFOOD MARKETING’, organized by IAMZ – CIHEAM, The Mediterranan Agronomic Institutue of Zaragoza (Spain), 10-14 December 2012

1. RESEARCH APPLICATIONS IN SEAFOOD MARKETING
Zaragoza (Spain), 10-14 December 2012
Marketing Research Design
Philippos Papageorgiou
Fisheries & Aquaculture Consultant

2. Why use Marketing Research ?
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

3. Lecture Structure
I. Purpose, aims and objectives
II. The research planning process
III. Budgeting for research
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

4. What is Marketing ?
MARKETING
Marketing Oriented
Organisation
Marketing Audit Marketing Research Marketing Mix
(Analysis of current status and (Collection & Analysis of Market
(Customer Persuation)
identification of opportunities) intelligence)
Qualitative
Market Analysis Product
information
Market Quantitative
Place
Segmentation information
Marketing Strategy Promotion
Price
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

5. What is Marketing Research ?
… the function that links the consumer, customer, and public to
the marketer through information which is used to identify and
define marketing opportunities and problems.
It requires SYSTEMATIC
1) collecting data
2) analysis data
to aid in the marketing decision process
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

6. Market VS Marketing Research ?
Market Research Marketing Research
A more systematic collection
The collections and
and analysis of intelligence on
analysis of intelligence
a wider range of activites, for
about a market’s size and
the better intoduction of
trends
products and services to the
the customer
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

7. Why use Marketing Research ?
Identify market • locate, predict & respond to existing &
opportunities potential customer needs & wants
Understand the • Identify strengths & weaknesses, predict &
competition react to competitor’s actions
Analyze market • Identify market dynamics through a more
trends focused market segmentation process
Benchmark • Asses business decisions taken &
effectiveness effectiveness of promotional tools used
Leverage stakeholder • Attract, maintain, and enhance relationships
relationships with key people ( ie: Relationship marketing)
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

8. Why use Marketing Research ?
Ultimate • Assist the Organisation
Goal achieve its objectives
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

9. Types of Organisation’s Objectives
 Reduce Risk- exploit opportunities
1) Private Enterprise  Focus efforts -Satisfy customers
seafood producer and/or trader  Maximise Returns
2) Non Profit Organisation  Focus efforts
Producer’s Association,  Maximise Public Awareness –
Sustainability NGO, lobbying power
Academic / research institutions  Improve status /ranking –
attract researchers and funds
3) Governmental Organisation  Focus efforts
 Balance trade deficits, improve
Ministry / General Secretariat / health of population, create
Advisory Committee / Export and sustain jobs etc
Council etc
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

10. The Industry
Production
Market
Consumption
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

11. Market Competition
The Competition
Within national markets of seafood products, as
imported VS nationally produced goods
Within the seafood market, as
farmed VS captured
(fresh/chilled (whole) VS processed, value-added etc)
Within the global food market, as
‘seafood’ supply VS ‘other food protein’ supply
VS
alternative food offerings
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

12. The Customers
It’s important not to confuse ‘customers’ with
‘consumers’. They are both important but with
distinctly different:
 Needs
 Wants
 Perceptions
 Roles
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

13. The Customers
– Consumer
– Household purchaser
– Wholesalers – Retailers
– HoReCa industry
– Processing industry
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

14. Why use Marketing Research ?
Educated
Decision Making
INFORMATION
Ad hoc basis,
intuitive,
subjective
Process based,
Systematic ,
Objective
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

15. Why use Marketing Research ?
Decision Making
PROBLEM INFORMATION
t-1 to t+1
OPPORTUNITY
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

16. The value of ‘’Information’’
1. Ability and willingness to act on the Information
2. Accuracy of Information
3. Level of uncertainty that exists without the Information
4. Variation in the possible results
5. Level of risk aversion
6. Competitors ability to react on decisions taken based on
Information
7. Cost (Time & Money)
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

17. Building blocks of business / market info
Internal Internal
Facts Opinions
External External
Facts Opinions
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

18. Building blocks of business / market info
Internal Intelligence
( easily accessible / collectible)
Accurate – unbiased - Inaccurate – biased -
Complete incomplete
External Intelligence
Decide course of action
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

19. Why use Marketing Research ?
5 Key factors to consider prior to initiate the Marketing
Research process?
1. Relevance
2. Type and Nature of Information sought
3. Timing
4. Availability of resources
5. Cost – Benefit Analysis
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

20. Lecture Structure
I. Purpose, aims and objectives
II. The research planning process
III. Budgeting for research
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

21. The 3 parties of Marketing Research
The Client
(interested
party)
Marketing
Research
process
The Supplier
The
(designer – Respondent
executioner)
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

22. The 8 Steps of the Marketing Research Process
• Define the problem
I
• Identify sources of intelligence and types of info
II
• Develop the optimum research approach & methodology
III
IV
• Design the Questionnaire
V • Determine sample plan and sample size
• Conduct the research and collect the data
VI
• Analyze and interpret data
VII
• Draw conclusions / make recommendations
VIII
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

23. The 8 Steps of the Marketing Research Process
• Define the problem
I
Clarify the Objective / Purpose :
ie, translate the decision problem into a marketing research problem
 Collect and analyse background inform
Outline possible scenarios of rersearch results
Refine the research problem
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

24. The 8 Steps of the Marketing Research Process
• Identify sources of intelligence and types of info
II
Internal Internal
Primary Secondary
Data Marketing Data
Research
intelligence
External External
Primary Secondary
Data Data
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

25. The 8 Steps of the Marketing Research Process
• Identify sources of intelligence and types of info
II
Organisation’s focus groups /
Customer records (sales /period)
questionnaires etc Sales/price relationships
Customer reviews / Sales of pr. A vs pr. B
complaints/suggestions
Marketing
Research
intelligence Demographics
/ socioeconomics,
Published Surveys & Reports
Field research Industry news
Other
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

26. The 8 Steps of the Marketing Research Process
• Identify sources of intelligence and types of info
II
Primary data Secondary data
• Problem focused • Readily available / accessible
• Unbiased • Free of charge or Relativelly
• Up-to-date Inexpenisve
• Proprietary • General Info
• Public
• Costly • Biased
• Non readily available • Non up-to-date
• Non compatible/ comparable
• Non problem/issue specific
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

27. Secondary Data sources in the seafood industry
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

28. Secondary Data sources in the seafood industry
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

29. Secondary Data sources in the seafood industry
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

30. The 8 Steps of the Marketing Research Process
• Develop the optimum research approach &
III methodology
3 types of marketing research:
Formulates the problem more precisely • More flexible
Clarifies concepts • Qualitative info, why
 Exploratory Gathers explanations • Small sample size
Eliminates imparctical ideas
Forms hypotheses
• More rigid
• Clearly defined who,
Describes the users of a product
what, where, when, how.
 Descriptive Determines the volume of the users • Quantitative info
Forecasts demand trends • Larger sample size
(LONGITUDINAL VS CROSS SECTONAL)
Explores cause-effect relationships
 Causal between variables
• Quite complex
• Field research
Test hypotheses
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

31. The 8 Steps of the Marketing Research Process
• Design the Questionnaire
IV
Quantitative data Qualitative data
• explore potential customers’ unmet
• Test hypotheses
needs,
• confirm findings of qualitative
• understand motivations behind
results at representative samples
purchase or usage behavior,
• formulate hypothesis about product
features and benefits
(already marketed products- in large (initial phases of product
markets - B2C) development -in small markets -
B2B)
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

32. The 8 Steps of the Marketing Research Process
• Design the Questionnaire
IV
Quantitative data Qualitative data
Closed-end questions Open-end questions
Number
Descriptive
How many..?
How often …?
How much…? Why do you prefer…?
YES/NO
Do you …? Which ingredients would
Would you..?
you prefer ….?
Ranking
How do you rate (1-5) ?
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

33. The 8 Steps of the Marketing Research Process
• Design the Questionnaire
IV
Quantitative data Qualitative data
Closed-end questions
Easier to analyse, Harder to
Open-end questions
Identify patterns,
Number
Descriptiveanalyse
How many..?
forecast trends
How often …? BUT
Why do you prefer…?
BUT
How much…?
YES/NO richer
DoNot in-depth
you …? information
Which ingredients would
Would you..?
explanations
Ranking
you prefer ….?
How do you rate (1-5) ?
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

34. Seafood: from sea to plate
Quantitative & Qualitative
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

35. The 8 Steps of the Marketing Research Process
• Design the Questionnaire
IV
1- Objective / Purpose defined
2- Data required defined
Research Tool Questionnaire format
Most Common Other
Telephone interviews Product testing Type of data
Written questionnaires Consumer panels
(often online) Focus groups
Face to face interviews
Type of research question
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

36. The 8 Steps of the Marketing Research Process
• Design the Questionnaire
IV
Quantitative data Qualitative data
Surveys Experimental Focus groups
 Personal e.g. test marketing
interview
(intercepts) Individual depth interviews
 Mail Observational
 In-house, Human &
self- Mechanical
administered Human observation
 Telephone,
fax, e-mail,
Web
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

37. The 8 Steps of the Marketing Research Process
• Design the Questionnaire
IV
Key aspects
Wording
Easy to understand
Direct and unambiguous
(Who, What, When, Where, Why, How)
Sequence
Simple / non-threatening  more complex / personal
Format
 Readable fonds Pre-test & refine
No flip-over questions
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

38. The 8 Steps of the Marketing Research Process
• Determine sample plan and sample size
V
Goal: High reliability at low cost
1. Filter total population
2. Focus on segments (and subsegments) of interest
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

39. The 8 Steps of the Marketing Research Process
• Determine sample plan and sample size
V
3. Create sampling frame (population list of target segment)
4. Decide on sampling mechanisms
 Probability Sampling
Simple random Sampling
Cluster Sampling Research Tools
Stratified Sampling,
Systematic Sampling Telephone interviews
Other
 Online questionnaires
Non-Probability Sampling
Focus groups
Judgmental Sampling
Snowball Sampling Other…
Quota Sampling
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

40. The 8 Steps of the Marketing Research Process
• Determine sample plan and sample size
V
5. Decide on sample size
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

41. The 8 Steps of the Marketing Research Process
• Conduct the research and collect the data
VI
AIM: Reduce error levels
 Sampling errors
Non-Sampling errors
Respondent
 Non respond
 Intentional (lie)
 Unintentional (poor understanding, fatigue, distraction etc)
Interviewer/Researcher
 Intentional (Bias through leading the answer)
 Unintentional (poor understanding, fatigue, distraction etc)
Quality Control Techniques
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

42. The 8 Steps of the Marketing Research Process
• Analyze and interpret data
VII
Data analysis Data analysis
cannot rescue can ruin
a badly designed a well designed
or badly and well
executed executed
marketing marketing
research research
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

43. The 8 Steps of the Marketing Research Process
• Analyze and interpret data
VII
Transform
• Edit • Univariate
• Correct • Database • Multivariate
• Ommit • From raw data to • Dependence
analysis-friendly • Interdependence
format
Prepare Analyse
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

44. The 8 Steps of the Marketing Research Process
• Draw conclusions / make recommendations
VIII
Presentation
State the research objective Simple
Describe the methodology Logic structure
(Why and How)
Specific
Present results
Visually friendly
Explain limitations
 Present conclusions &
recommendations
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

45. The 8 Steps of the Marketing Research Process
• Draw conclusions / make recommendations
VIII
Preliminary results Preliminary Conclusions
Client / Supplier
cooperation
Final results Final Conclusions
Recommendations
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

46. The Real World
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

47. Segmenting the Market
Target market  wider food market
Consumers = not homogenous
Consumer groups: - geographical location (culture, traditions etc)
- age
- gender
- family size
-education
- income
- other
Differentiating factors: - local favorite species
- geographical origin of imports
 consumption per capita
 market share per retail channel
 away-from-home consumption
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

48. Segmenting the Market
Product = set of characteristics (actual & perceived)
Each characteristic =>
one /more consumer groups
The modification of a product is often
easier than the modification of the
consumer needs and requirements
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

49. Addressing needs
• Product Modification
– Targeting of new markets and customer segments
by New product development :
• Frozen
• Filleted
• Gutted
• Pre-cooked
• Pre-packed
• Labeled (Quality certification)
• Branded
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

50. The case of salmon
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

51. The case of salmon
Emphasis =>
a) Market understanding
and meeting of needs
b) Marketing
• Market segmentation (studies-
research)
• Identification of customer needs
• Resource allocation on R&D
• Use & exploitation of
contemporary marketing tools
and channels
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

52. The case of seabass & seabream
1980’s
1990’s
2000’s
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

53. The case of seabass & seabream
Production & Prices
300000 18
16
250000
14
Euro's/kg
200000 12
metric tons
10
150000
8
100000 6
AVG Cost 3,3 - 4 €/kg . 4
50000
2
0 0
Production bass price bream price
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

54. The case of seabass & seabream
Emphasis => Production
•Production volume increases
•Cost reduction (economies of
scale)
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

55. The case of seabass & seabream
Efforts for product differentiation
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

56. Why use Marketing Research ?
Decision Problem (marketing)
Marketing Research
Solution
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

57. Budgeting Marketing Research
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

58. Budgeting Marketing Research
Why is it hard to convince top management?
 Unclear research objectives.
 Misalignment of research objectives and business goals.
 Lack of a system to track how investments in market/ing
research correlate with business results.
 Management’s little exposure to market/ing research and lack
of experience with how to use it.
 Poor execution of business and marketing strategies, despite
accurate insights.
 Changes in the market driven by competitors’ actions that
invalidate research results
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

59. Budgeting Marketing Research
What is the value of research?
3 mil €
INFORMATION = 0 €
New 1.5 mil €
Product A
0€
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

60. Budgeting Marketing Research
What is the value of research?
3 mil €
INFORMATION < 400.000 €
New
Product B 40% x 1 mil € = 400.000 €
0€
-1 mil €
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

61. Budgeting Marketing Research
Methodology
Quant vs Qual
Research
Tool
Sample
Size
COST
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

62. Budgeting Marketing Research
Sample size
 Available Research Budget  10.000 €
 Research Design - 3.000 €
 Data Editing – Stat.Analysis-Reporting - 3.000 €
 Collection (fieldwork) = 4.000 €
 Collection costs /response =5 €
Sample size = 800
 8 major groups 100
1/2 Urban / suburban
1/4 super market / traditional fishmonger
1/8 regular / non regular seafood byuers
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

63. Budgeting Marketing Research
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

64. Help Client to best budget research
A) Ask Client to narrow down the scope of the research by answering:
 What business problem triggered the need for the research?
 How will the research impact the overall business strategies for customer
acquisition and retention? What is the priority?
 What decisions will be made based on the research?
 What hypotheses, if any, need to be tested?
 What type of information is expected to be gathered through the research?
 What recommendations for action are expected?
B) Discuss with Client how certain methodological issues (sample source, sample
size, method of analysis) will determine the cost and impact the outcome
C) Involve Client in the research design (surveys, focus groups/IDI discussion guide,
secondary data source)
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

65. Budgeting Marketing Research
A well designed and executed research does not
have to be expensive
A) Control for research scope
 From ‘nice-to-know’ to ‘need –to-know’
B) Reduce sample size
 Do not cross the point where the gains in estimate accuracy don’t justify the
increased cost.
C) Use customer database
 Use existing customer feedback –customer records
D) Use online data collection tools
 + inexpensive, large potential sample
 – Not representative of total population
E) Hire small Research Agencies
 Experience with low overhead costs
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

66. Budgeting Marketing Research
A well designed and executed research does not
have to be expensive
F) Pool reasearch
 Use Omnibus surveys (omnistudies)
A quantitative marketing research method where data on a wide variety of
subjects is collected during the same interview.
Multiple research clients will provide proprietary content for the survey
(paying to 'get on the omnibus'), while sharing the common demographic
data collected from each respondent.
++ cost savings (sampling and screening costs shared among clients)
++ timeliness (large samples – periodic data collection) .
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

67. The case for Public Organisations / NGO’s etc
A) Seek for supplier’s assistance to narrow down the scope of the research
by answering:
 What issue triggered the need for the research?
 How will the research impact the overall organisation’s strategy ?
 What is the organisation’s priority?
 What type of information is expected to be gathered through the research?
 What recommendations for action are expected?
B) Discuss with supplier’s how certain methodological issues (sample source,
sample size, method of analysis) will determine the cost and impact the outcome
C) Clearly define research milestones and deliverables (Lay out of the final
report, information to be presented, etc )
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

68. The case for Public Organisations / NGO’s etc
No marketing department – no
market/ing expertise PR department – expertise
Rigid and time consuming Standardised Procurement
procurement procedures Procedures
Inflexible budget Terms of Reference
Tender
Research
Agency
Offers Contracting
Monitoring/
Steering
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

69. Why use Marketing Research ?
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 MARKETING
RESEARCH APPLICATIONS IN SEAFOOD Philippos Papageorgiou

70. Why use Marketing Research ?
The cost of ignorance
is often higher
than the cost
of market/ing research
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Marketing Research Design
Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou

71. RESEARCH APPLICATIONS IN SEAFOOD MARKETING
Zaragoza (Spain), 10-14 December 2012
Marketing Research Design
Philippos Papageorgiou
Fisheries & Aquaculture Consultant