留学生市场研究作业-Marketing Research assignment
Marketing Research & Information
Lecture 2
The Marketing Research Process:Planning Research
Sources: Aaker, Kumar, Day 2007 Ch 2 & 3
Bradley 2007 Ch 2Lecture components
1. The research process
2. Participants in research
3. Selecting research providers / agencies
4. The research brief
5. The research proposal (critical for your
assignment)
“Most marketing research is a waste of time.
The money is wasted because the
company has not defined the market
properly or segmented it properly.”
Professor Malcolm McDonald
Cranfield University School of Management
(Bradley 2007:34)1. Overview of Marketing Research
Process
MR Process Evolves From Answers to Five
Key Questions:
Why should we do research?
What research should be done?
Is it worth doing the research?
How should the research be designed to achieve the
research objectives?
What will we do with the research?Marketing Research Process
1. AGREE ON RESEARCH PROCESS
• Problems or opportunities
• Decision alternatives
• Research users
2. ESTABLISH RESEARCH OBJECTIVES
• Research questions
• Hypotheses
• Boundaries of study
Estimate the value
of information
NO
Do not conduct
Is benefit > cost marketing research4. DESIGN THE RESEARCH
• Choose among alternative research approaches
• Specify the sampling plan
• Design the experiment
• Design the questionnaire
YES
5. COLLECT THE DATA
7. REPORT THE RESEARCH RESULTS AND PROVIDE STRATEGIC
RECOMMENDATIONS
6. PREPARE AND ANALYZE THE DATA
Is benefit > cost
Marketing Research Process (cont.)Stages of Research
- a simplified approach
Bradley 2007:39The Marketing Research Process
Research Purpose
Problem or opportunity analysis
Evaluation of decision alternatives
Research usersProblem or Opportunity Analysis
What Do Today’s Buyers Want?
Today’s Buyers are:
Skeptical
Cautious
Tired of selling and sales pressure
Busy
ConfusedThe Marketing Research Process
Research Objective
A statement of what information is needed
Research objective should be framed to ensure
information obtained will satisfy research purpose
Always begin with ”to….” e.g.
“to identify… to examine… to describe…” (Qualitative)
“to establish… to measure… to determine…”
(Quantitative)
Components of research
objectives:
• Research Question
• Hypothesis Development
• Research Boundaries Asks what specific information is required to
achieve the research purpose
Research Question
Sample questions to determine if a specific
advertisement should be run:
• Will the advertisement be noticed?
• Will it be interpreted accurately?
• Will it influence attitudes?Hypothesis Development
A hypothesis is a possible answer to a
research question.
Generating a hypothesis
Draw on previous research efforts
Borrow from other disciplines such as:
Psychology
Sociology
Marketing
Economics
Manager’s experience with related problems, coupled with knowledge
and the use of judgmentResearch
Objective
• Theory
• Management experience
• Exploratory research
Research
Question Hypothesis
Research
Purpose
Research
Design
Source
Hypothesis Development (cont.)The Marketing Research Mix
(Bradley 2007)
Purpose covers the objectives.
Population prompts the researcher to
consider the target audience, customer or
player.
Should a census or sample be taken?The Marketing Research Mix
Procedures concern data capture,
processing and analysis. Procedures may
be
qualitative or quantitative;
Secondary or primary methods;
in person, by phone, by post, or online.
Publication concerns communicating results
by written reports and spoken presentationThe options available to the researcher
The procedures available to the
researcher can be seen as “building
bricks” made up of
desk research,
qualitative research
quantitative researchTraditional Design
Desk research (secondary data)
discovers parameters of the population
A first qualitative stage
fine tunes the objectives
outlines areas to be quantified
helps to devise a questionnaire
A quantitative stage
measures the identified opinions, attitudes & behaviours
A final qualitative stage
investigates issues raised in the main fieldworkAvoid unwanted results
If we change the basic procedures of research we
change the outcome. These variables will alter
results:
Sample
Question Wording
Interviewers
Contact Method
Cost
Changes to any of these will affect results2. Participants in Marketing Research
Activities
Information Users
Information Suppliers:
Inside Company
Information Suppliers:
Outside Company
• General management
• Planning
• Marketing and sales managers
• Product managers
• Lawyers
• Marketing research department
• Sales analysis group
• Accounting department
• Corporate strategic planning
• Research consultants
• Marketing research suppliers
• Advertising agenciesInformation Suppliers and
ServicesFactors Influencing Choice of
Information Supplier
Internal personnel may not have skills or experience
Outside help may be called in to boost internal capacity in
response to urgent deadlines
It may be cheaper to go outside
Outside suppliers may have special facilities or competencies
which would be costly to duplicate for a single study
Political considerations
Increased credibility of research used in litigation or in
proceedings before regulatory or legislative bodiesType and Nature of Services
Customized Services
Work with individual clients
Syndicated Services
Routinely collect information on several different
issues and provide it to firms that subscribe to
their services (e.g., Nielsen television index)
Standardized Services
Projects conducted in standard, pre-specified
manner and supplied to several different clients.
(e.g., Starch readership survey)Type and Nature of Services
(Cont.)
Field Services
Suppliers concentrate only on collecting data for research projects
Selective Services
Specialize in just one or two aspects of marketing research, mainly
concerning data coding, data editing or data analysis
Branded Products Services
Specialized data collection and analyses procedures to address
specific research problems that are marketed as branded products2. Criteria For Selecting External
Suppliers
Steps in deciding if supplier can deliver promised
data, advice, or conclusions:
1. A thorough search for companies with an expertise in the
area of study
2. Selection of a small number of bidders on the basis of
recommendations of colleagues or others with similar
needs
3. Personal interviews with potential project leaders, asking
for examples of previous work, their procedures for working
with clients, and ability to provide references
4. Check of the references of each potential supplier, with
special attention to comments on expertise, creativity, and
the quality and adequacy of resources available (see
mrs.org.uk)Supplier Selection
A search for a supplier includes these steps:
1. Internal discussions
2. Creation of a brief
3. “Long List” of agencies
4. “Short List” of agencies
5. Briefing meeting
6. Response to queries
7. Receipt of proposals
8. Rejecting or accepting a proposalProtecting client identity
Project confidentiality and client identity should
be considered at the planning stage
Keeping identity secret from a respondent can
be important:
To avoid biased remarks
For commercial sensitivity
The right to client anonymity is built into
professional codes of conduct (again, see the
MRS site and the Business School Ethics Policy
at
http://www.staffs.ac.uk/faculties/business/r
esearch/research_ethics/index.jspBriefs & proposals
Successful marketing research takes place
when all people involved in the research know
what is happening.
Briefing documents are produced by clients (or a
senior manager)
Proposals are produced by research agencies
(or a junior manager)
Both documents explain what is expected3. Sections of the Brief
It is good practice to create a full written brief with
these sections:
1. Background of the Company
2. Background to the problem
3. Research objectives
4. Methodological preference
5. Reporting expectations
6. Timing
7. Budget considerations4. Preparing a proposal
The proposal is written by the research
agency to show that they:
understand the needs
have relevant experience
With external suppliers, it is used to select
the most appropriate agency
Proposals become legal agreementsProposal Sections
1. Background
2. Objectives
3. Methodology (with sub-sections)
4. Reporting
5. Timing
6. Costs
7. Terms of Business
8. CredentialsSummary
The research process will underpin the majority
of lecture in this module
Research suppliers are wide and varied
(workshop) and may have their own special
interests
The brief is written by the organisation /
manager requiring information to aid the
decision making process
The proposal is the information providers
(consultant / junior staff) response to the brief
The latter (proposal) is the means by which your
http://www.1daixie.com/liuxueshengzuoye/knowledge and understanding of this module will
be assessed