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Marketing research? What constitutes good 6.

What constitutes good marketing research?

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Page 1: What constitutes good marketing research?

Marketing research?

What constitutes good

6.

Page 2: What constitutes good marketing research?

Marketing insights….

Functional benefits of “offers low

prices”

Emotional benefits of

“makes me feel like a smart shopper”

“Save money,live

better” campaign

Page 3: What constitutes good marketing research?

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

Page 4: What constitutes good marketing research?

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..

Page 5: What constitutes good marketing research?

Engage students and professors to design and carry out projects.

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

Plan 1.

Page 6: What constitutes good marketing research?

Using the internet.

Flipcart ain’t bad.. ehh?

Plan 2.

Page 7: What constitutes good marketing research?

Checking out rivals.

Rosie seems to have bought a new dress?

Plan 3.

Page 8: What constitutes good marketing research?

Tapping into marketing partner expertise.

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

who has all the research done.

Plan 4.

Page 9: What constitutes good marketing research?

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…

Page 10: What constitutes good marketing research?

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.

Page 11: What constitutes good marketing research?

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?

Page 12: What constitutes good marketing research?

STEP 2: Develop the research plan.

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

1.Stalk Julie to see what she likes.

Page 13: What constitutes good marketing research?

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.

Page 14: What constitutes good marketing research?

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.

Page 15: What constitutes good marketing research?

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.

Page 16: What constitutes good marketing research?

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.

Page 17: What constitutes good marketing research?

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.

Page 18: What constitutes good marketing research?

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.

Page 19: What constitutes good marketing research?

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)

Page 20: What constitutes good marketing research?

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.

Page 21: What constitutes good marketing research?

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?

Page 22: What constitutes good marketing research?

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

Page 23: What constitutes good marketing research?

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

Page 24: What constitutes good marketing research?

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.

Page 25: What constitutes good marketing research?

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.

Page 26: What constitutes good marketing research?

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.

Page 27: What constitutes good marketing research?

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.