What constitutes good marketing research?

Marketing research?

What constitutes good

6.

Marketing insights….

Functional benefits of “offers low

prices”

Emotional benefits of

“makes me feel like a smart shopper”

“Save money,live

better” campaign

“Most large companies have their own Marketing research departments”.

Smaller companies carry out market research in a very creative and affordable ways…

Much like the research Julie does while selecting

a dress for a date..

Engage students and professors to design and carry out projects.

Use her Mom and Gffs to carry out the shopping..

Plan 1.

Using the internet.

Flipcart ain’t bad.. ehh?

Plan 2.

Checking out rivals.

Rosie seems to have bought a new dress?

Plan 3.

Tapping into marketing partner expertise.

Use the data already available with the guy’s-ex,

who has all the research done.

Plan 4.

The Marketing Research Process

Consider for a minute that you are the best friend of the guy, Julie decides to go on a date with…

STEP 1: Define the problem and the Research Objectives.

1.What is to be researched? 2.Why is it to be researched?

1.Where would Julie like to go on a date? 2.To help your friend make Julie happy.

STEP 2: Develop the research plan.

Data Sources: 1.Secondary sources

2.Primary sources

1.Where do girls like Julie like to go on a date? 2.Where would Julie like to go?

STEP 2: Develop the research plan.

Research approaches for primary data collection: 1.Observational research.

1.Stalk Julie to see what she likes.

STEP 2: Develop the research plan.

Research approaches for primary data collection: 1.1 Ethnographic research.

1.1 Julie owns a convertible and likes to sit in her balcony. Inference: Julie likes open air.

STEP 2: Develop the research plan.

Research approaches for primary data collection: 2. Focus Group Research.

2.Organise a meeting with Julie’s friends and ask them what she likes.

Inference: Julie likes the country-side better than the city.

STEP 2: Develop the research plan.

Research approaches for primary data collection: 3. Survey Research.

3.Ask Julie’s ex to fill a questionnaire. Inference: Julie likes a quieter place.

STEP 2: Develop the research plan.

Research approaches for primary data collection: 4. Behavioural Data.

4. Observe Julie while shopping to know that she does not buy expensive consumer goods.

Inference: Julie likes a economical place.

STEP 2: Develop the research plan.

Research approaches for primary data collection: 5. Experimental Data.

5.Take Julie on a date yourself to find what she likes. Inference: Julie likes a fairly lit place.

STEP 2: Develop the research plan.

Research approaches for primary data collection: 6.Use Research instruments: Questionnaires

6.Ask Julie to fill a questionnaire with open and close ended questions.

STEP 2: Develop the research plan.

Research approaches for primary data collection: 7.Use Research instruments: Qualitative measures

7.Ask Julie• Word Associations • Projective questions (If a guy were to give you a flower; you would _______). • Visualisations (collage) • Brand personification (if the place were a guy would you date him?) • Laddering (series of why? questions)

STEP 2: Develop the research plan.

Research approaches for primary data collection: 8.Use Research instruments: Technological devices

8. Measure Julie’s responses to various situations using brain wave scanners,skin sensors etc.

STEP 2: Develop the research plan.

Research approaches for primary data collection: 9.Make a sampling plan

9.When to ask Julie? How often to ask?

Where to ask?

STEP 2: Develop the research plan.

Research approaches for primary data collection: 10.Contact method

10.Contact Julie: • By mail: Her Dad may see + it’s slow • By phone: Her Mom may pick up • Personal Contact : She might get irritated • Online contact: Best bet

STEP 2: Develop the research plan.

Research approaches for primary data collection: Contact method: online contact

Advantages • Inexpensive • fast • honest and thoughtful • vesatile

Dis-advantages • Small and skewed samples • Excessive turn over • Technological problems • Glitches

STEP 3: Collect the information.

The most expensive and error prone step.

Problems: 1.Refusal to co-operate

2.She might be out of station. 3.Biased answers

4.Uncomfortable with internet 5.Language problems.

STEP4: Analyse the information.

Check the inferences and arrive at a solution

Based on Julie’s responses it is possible to find a few country-side,open-aired,well lit,economical restaurants.

STEP 5: Present the findings.

Present the findings (maybe using personas) to the concerned clients.

Give the friend the names and address of the possible restaurants.

STEP 5: Make the decision.

Based on their confidence in the findings, managers make use or discard the research.

Let your friend make his decision on his own,he may or may not listen to you.