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Why do we need Marketing Research

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1. Make the right decisions!!! 2. Have the right information (objective, timely and accurate) to make the best decisions, that is, implement marketing 3. Chose the right philosophy - marketing concept - to guide daily decisions 4. Make the right selection of marketing strategies

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What is Marketing Research

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Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.

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What is Market Research?

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Market research is the systematic gathering, recording, and analyzing of data with respect to a particular market. Applying marketing research to a specific market area. A specific customer group In a specific geographic area More narrow than Marketing Research

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Applications ofMarketing Research

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1. Identify market opportunities, problems 2. Consumer perceptions of healthy foods 3. Problems with existing brands (Apple TV) 4. Generate, refine, evaluate potential actions 5. Useful for repositioning 6. Determine effectiveness of campaigns 7. Monitor marketing performance 8. Research impact of ads 9. Tracking research for performance over time 10. Customer satisfaction studies 11. Improve marketing 12. Academic research gives useful insights

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What is The Marketing Information System (MIS)

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Is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. Role is to: Determine decision makers' information needs, acquire the needed information, and distribute that information

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Components of MIS

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1. Internal Reports System 2. Marketing Intelligence 3. Marketing Decision Support System (DSS) 4. Marketing Research

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Internal Reports System

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Information generated by internal reports such as orders, billings, inventory levels, and sales call records

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Marketing Intelligence

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Procedures and sources to obtain everyday information about developments in the environment

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Marketing Decision Support System (DSS)

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Collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making

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Marketing Research System

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- Gathers information not gathered by the other MIS component subsystems - Gathered for a specific situation facing the company - Not continuous but have a beginning, middle and end

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Marketing Research and Intelligence Association (MRIA)

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- Supports professional standards in research - Includes practitioners, buyers, government - Certification and professional development - Provides code of ethics - Also buyer's guide

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Who is the father of Marketing Research?

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Charles Coolidge Parlin

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What did Charles Coolidge Parlin do?

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- Conducted the first continuous marketing research in 1911 for the Curtis Publishing Company - Purpose was to gather information about customers and markets to increase advertising selling space in "The Saturday Evening Post" magazine

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When did Marketing Research become widespread

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In the 1930s

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When did A.C. Nielsen started his firm?

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In 1922. VNU owns it and the largest information provider in the world & US

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Largest Research Providers

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Ipsos Canada is the leader in Canada

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Internal Research Suppliers

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Full service

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Examples of Full Service

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1. Syndicated Data Services 2. Standarized Services 3. Customized Services 4. Online Research Services

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External Research Suppliers

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Limited Service

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Examples of Limited Service

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1. Field Services 2. Market Segment Specialists 3. Sample Design and Distribution Services 4. Data Analysis Services 5. Specialized Research Technique Services

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How Do Internal Suppliers Organize The Research Function?

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There are several methods: 1. Have their own formal departments, or Organized by application, function or process 2. Have an individual or committee be responsible, or 3. Assign no one responsibility Rare

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Full-Service Supplier Firms

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a) Syndicated Data Service Firms - Collect information available to multiple subscribers b) Standardized Service Firms - Syndicated data tailored to each customer c) Customized Service Firms - Research tailored to client's needs d) Online Research Service Firms - Surveys, concept testing, focus groups

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Limited-Service Supplier Firms

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a) Field Service Firms - Specialize in collecting data b) Market Segment Specialists - Example: Children, Asian Canadian c) Sample Design and Distribution d) Data Analysis Service Firms - Specialize in analyzing and interpreting information e) Specialized Research Technique Firms - Address very specific needs like package design, eye tracking or brand name testing

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Eyetracking

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Eyetracking.com

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Challenges to Marketing Research Industry

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- Researchers need more client involvement - Executives may use research incorrectly - Canadian companies spend far less - Many problems with approvals, recommendations - Diagnosing the market for unmet needs * Respondents can't articulate unseen products - Using information technology * Remember time is money * Online research quicker and timely - An integrative approach * Look at all the data, e.g. Complaints - Expand strategic impact, define markets

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MR Industry Getting Better

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- Revenues are increasing - Greater use of certification, education - MRIA offers professional development - Independent audits encouraged * Important in media research

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Ethics and Marketing Research

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- Ethics =appropriate behaviours - Code of ethics defines this American, European standards exist - Canadian Marketing Association has code - MRIA publishes 10 core principles

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MRIA Ten Core Principles

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1. Consent: agree to participate, can withdraw 2. Public Confidence 3. Right to Privacy 4. Accuracy: no misleading reports 5. Ethical Practice: treat others fairly 6. Client Rights 7. Lawfulness 8. Competency 9. Familiarity with appropriate conduct 10. Professionalism

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MRIA Code Issues

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- Rights of the respondent * Privacy issues, random calling * Clear disclosure essential - Research integrity * Incorrect reporting, bias * Fake interviews, unethical shortcuts * Must include possible sources of error

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Responsibilities to the Public

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Issues with telemarketing: 1. Mugging - marketing under the guise of marketing research 2. Sugging - selling under the guise of marketing research 3. Frugging - fund raising under the guise of marketing research

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Hot Topics in Marketing Research

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1. Online Marketing Research 2. Growing Consumer/Respondent Resentment 3. Globalization

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Canadian Privacy Legislation

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Organizations may use personal information without the individual's knowledge or consent only for: - Statistical or scholarly study or research. The organization must notify the Privacy Commissioner of Canada before using the information

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Marketing

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A set of business practices designed to plan for and present an organization's products or services in ways that build effective customer relationships. - Canadian Marketing Association (CMA) - Satisfy wants and needs

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Marketing Concept

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"The marketing concept is a business philosophy that holds that the key to achieving organizational goals consists of the company's being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets." Everyone in the company puts the customer first and does this better than the competition for a profit

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Marketing Research Proposal

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It iss a formal document prepared by the researcher that: - States the problem, - Specifies the research objectives, and - Details the research method proposed to accomplish the objectives. - Contains a timetable and budget

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Problem Statement

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The problem statement typically identifies four factors: 1. The company, division, or principals involved; 2. The symptoms; 3. The probable causes of the symptoms; 4. The anticipated uses of the research information to be provided.

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Research Objectives

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Researchers must keep in mind 4 important qualities of a research objective: 1. Precise 2. Detailed 3. Clear 4. Operational - describe the operations to be carried out in order for constructs to be measured

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Detail the Proposed Research Method

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Describe the: - Data collection method - Questionnaire design - Sampling plan Detailed enough for the manager to grasp the project Includes tentative timeline and costs

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The Marketing Research 11 Step Process

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1. Establish the need for marketing research 2. Define the problem 3. Establish research objectives 4. Determine research design 5. Identify information types and sources 6. Determine methods of accessing data 7. Design data collection forms 8. Determine sample plan and size 9. Collect data 10. Analyze data 11. Prepare and present the final research report

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1. Establish the Need for Marketing Research

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- Research supports marketing decisions - Inadequate information raises research need - Balance research versus costs of doing it - Not all decisions need research

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2. Define the Problem

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- Most important of the 11 steps If problem is defined incorrectly, all other work is wasted - May be very specific: Which ad works best? Which promotion maximizes sales gains? - May be very general, strategic What product strategy makes sense? Problems stem from two primary gaps: 1. What is supposed to happen and what did happen, and 2. What should be happening and what could be happening

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3. Establish Research Objectives

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- Research objectives, when achieved, provide the information necessary to solve the problem in Step 2) - Research objectives state what the researchers must do in order to carry out the research - E.g. Seeking product improvements: * Research asks for ideal attributes * Results guide new product developments

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4. Determine Research Design

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I. Exploratory Used when one is seeking insights into the general nature of a problem, the possible decision alternatives, and relevant variables II. Descriptive Used to provide an accurate snapshot of some aspect of the market environment III. Causal Used to attempt to uncover what factor(s) cause some event

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5. Identify Information Types and Sources

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- Primary: information for the problem at hand - Secondary: information already collected - Always collect secondary first * Much cheaper and faster * Many paid sources, e.g. Nielsen media research * Many free, such as StatsCan - Secondary often unavailable, need primary

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6. Determine Methods of Accessing Data

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- Secondary data is relatively easy to access - Primary data can be accessed through three main choices: a) Have a person ask questions b) Use computer-assisted or directed questioning c) Allow respondents to answer the questions themselves

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Qualitative vs. Quantitative

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Gathering primary data more complex - Qualitative methods: focus groups, observation or online monitoring * Work well to explore a research problem - Quantitative methods: interviews, surveys * Can give statistically representative results * Online surveys can give quick results

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7. Design Data Collection Forms

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If we communicate with respondents, the form often used is a questionnaire Questionnaire must be: - Be worked to meet the research objective(s) - Clear to the respondent - Without bias, and - Worded to reduce refusal to respond Observation forms are also used to document observed behaviour

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8. Determine Sample Plan and Size

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Sample taken correctly can give information about the whole population - Must be defined by research objectives Type of sample plan determines representativeness. Size of sample determines accuracy

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9. Collect Data

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- Errors can occur collecting data - May be intentional or otherwise - Researcher must know sources of errors - Fieldworkers may fabricate data - Validation means checking some responders

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10. Analyze Data

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- Interpret information to meet objectives - Qualitative analysis seeks general patterns - Quantitative analysis seeks statistical patterns * Use statistical tools to present data in the form that satisfies the research objectives - Search engine analysis also involved

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11.Prepare and Present the Final Research Report

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- Often is the only record of the research project for the client - Typically there is a written report and an oral presentation to the client and staff - Critical step, must be accurate

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When Marketing Research is Not Needed?

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- Information Available - May be other ways to get information - Routine decisions often use internal data - Companies often have decision support system - If no such data available, research called for

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Timing, Funds, Often Critical

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Wrong Timing: fast-moving market, no time - Competitor may launch product, wish to respond Lack of Funds: may be unaffordable - Cost to conduct research, implement recommendations Cost versus Value: is it worth it? - May be expensive, but consider value

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Online Research Advantages

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- Online research can be very fast - Allows concept testing as product develops - May be less costly - Allows more supported decisions to be made * Research product, then research promotion

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Two Sources of Problems

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1. Problem exists when there is a gap: - What was supposed to happen - What did happen - Unmet objective, poor product launch 2. Opportunity also involves a gap: - What did happen (or is happening) - What could have happened - Marketing opportunity = chance for profit

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Recognizing the Problem

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- Control system needs to be put in place to evaluate actual performance against objectives - System is also required to identify opportunities

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The Role of Symptoms in Problem Recognition

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- Managers and researchers must be careful to avoid confusing symptoms with problems - Symptoms - are changes in the level of some key monitor that measures the achievement of an objective * Gap analysis * Alert manager to a problem - Researcher has an obligation to help managers ensure they are defining the problem correctly * Regardless of whether the manager already has a definition or not - Situation Analysis - is a form of preliminary research undertaken to gather background information and data pertinent to the problem area

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Impediments to Problem Definition

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- Failure to change behaviour * Efficient dealings with this supplier is not what is needed * In-depth communication is key - Differences between managers and researchers * Managers are generalists and researchers are specialists

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Defining Problem, Establishing Research Objectives

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- More art than science - Consider failure to meet objectives - Researcher must understand industry - Clarify symptoms of problem - Identify likely causes - Consider possible solutions - Anticipate consequences of solution

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Hypothesis Helpful to Define Problem

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Hypothesis is basis for investigation - Statement thought to be true - May be a question

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Formulating the Marketing Research Proposal

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- Problem Statement: Keep it simple * Identify the firm and symptoms * Probable causes of symptoms * Anticipated use of research information - Research Objectives: information you seek * Gets agreement on information needed * Precise, detailed, clear and operational objectives are needed - Operational definition sets out a construct * Construct is abstraction, such as brand loyalty, like intention to buy, awareness are examples - Relationships of constructs useful to solve problem - Research Method: how data is collected * Details on information collection

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The Role of Constructs

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- Construct - an abstract idea inferred from specific instances that are thought to be related * A mental concept that represents a real-world phenomenon * Examples: brand loyalty, satisfaction, preference, awareness * There are customary methods for defining

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Research design

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Research design: is a set of advanced decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed information.

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Types of Research Design

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1. Exploratory Unstructured, informal research that is undertaken to gain background information about the general nature of the research problem. 2. Descriptive To describe and measure marketing pehnomena 3. Causal To determine causality, to make "if-then" statements.

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Exploratory Research

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- Unstructured in that there is no formal set of objectives, sample plan, or questionnaire. - It is usually conducted when the researcher does not know much about the problems. - Exploratory research is usually conducted at the outset of research projects.

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Uses of Exploratory Research

answer

- Gain background information - Define terms - Clarify problems and hypotheses - Establish research priorities

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Exploratory Research Methods: Secondary Data Analysis

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Searching and interpreting existing information. Often "core" of exploratory research as costs are minimal.

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Exploratory Research Methods: Experience Surveys

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- Gathering information from those thought to be knowledgeable on the issues relevant to the research problems. - Customers, front-line workers, product users, managers

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Exploratory Research Methods: Case Analysis

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- Review of available information about former situations that have some similarities to the present research problem. - Even new products often have some similar characteristics of previously "new" products. Caution: beware of over-generalizing situations.

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Exploratory Research Application Question

answer

- Blogs, twitter have become ubiquitous on the internet. - Why does studying blogs and twitter lend itself to exploratory research? YouTube (United Breaks Guitars)

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Exploratory Research Methods: Focus Groups

answer

- Focus groups are used to generate ideas, to learn the respondents' "vocabulary," to gain some insights into basic needs and attitudes. - Focus groups are part of what is known as qualitative research.

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Descriptive Research

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Descriptive research: is undertaken to describe answers to questions of who, what, where, when, and how. Descriptive research is desirable when we wish to project a study's findings to a larger population, if the study's sample is representative.

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Classification of Descriptive Research Studies: Cross Sectional

answer

Cross-sectional studies: measure units from a sample of the population at only one point in time. - Sample surveys: are cross-sectional studies whose samples are drawn in such a way as to be representative a a specific population. These studies are usually presented with a margin of error.

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Classification of Descriptive Research Studies: Longitudinal

answer

Longitudinal studies: repeatedly measure the same sample units of a population over time. Longitudinal studies often make use of a panel which represents sample units who have agreed to answer questions at periodic intervals. Many large research firms maintain panels of consumers.

question

Research Panel

answer

What are they? Sample units that agree to answer questions at specific intervals. There are two types of panels: 1. Continuous panels: ask panel members the same questions on each panel measurement. 2. Discontinuous panels: vary questions from one panel measurement to the next. * They are sometimes referred to as omnibus p anels ("including or covering many things or classes").

question

Discontinuous panels

answer

Discontinuous panels have the advantage of being able to access a large groups of people who have made themselves available for research. Discontinuous panels represent sources of information that may be quickly accessed for a wide variety of purposes.

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Continuous Panels

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Continuous panels are used quite differently from discontinuous panels in that one may use data from continuous panels to gain insights into changes in consumers' purchases, attitudes, etc. For example, brand switching studies are used to illustrate how consumers change brands, and market-tracking studies track some variable of interest over time.

question

Panels in Canada

answer

Ipsos Canada Nielsen Consumer Research e-Rewards

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Causal Research

answer

Causality may be thought of as understanding a phenomenon in terms of conditional statements of the form "If x, then y." Causal studies are conducted through the use of experiments.

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Causal Research: Experiments

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An experiment: is defined as manipulating an independent variable to see how it affects a dependent variable, while also controlling the effects of additional extraneous variables.

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Experiments: Independent Variable

answer

Independent variables: are those variables which the researcher has control over and wishes to manipulate. For example: level of ad expenditure; type of ad appeal; price; product features, etc.

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Experiments:Dependent Variables

answer

Dependent variables: are those variables that we have little or no direct control over, yet we have a strong interest in. Examples would be return on investment, net profits, market share, customer satisfaction

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Experiments:Extraneous Variables

answer

Extraneous variables: are those variables that may have some effect on a dependent variable yet are not independent variables. Extraneous variables must be controlled through proper experimental design.

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Experimental Design

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Experimental design: is a procedure for devising an experimental setting such that a change in a dependent variable may be attributed solely to the change in an independent variable

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Pretest / Posttest

answer

Pretest: refers to the measurement of the dependent variable taken prior to changing the independent variable. Posttest: refers to a measuring the dependent variable after changing the independent variable

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Experimental Design: control and experimental group

answer

A "true" experimental design: is one that truly isolates the effects of the independent variable on the dependent variable while controlling for the effects of any extraneous variables. A control group: is a group whose subjects have not been exposed to the change in the independent variable. An experimental group: is a group that has been exposed to a change in the experimental variable.

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Experimental Validity

answer

An experiment is valid if it has: Internal validity: which measures the extent to which the change in the dependent variable is actually due to the change in the independent variable. External validity: which refers to the extent that the relationship observed between the independent and dependent variables during the experiment is generalizable to the "real world."

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Types of Experiments

answer

Laboratory experiments: are those in which the independent variable is manipulated and measures of the dependent variable are taken in a contrived, artificial setting for the purpose of controlling the many possible extraneous variables. Field experiments: are those in which the independent variables are manipulated and the measurements of the dependent variable are made on test units in their natural setting.

question

Test Markets

answer

Test marketing: is the phrase commonly used to indicate an experiment, study, or test that is conducted in a field setting. Uses of test markets - To test sales potential for a new product or service - To test variations in the marketing mix for a product or service

question

Types of Test Markets

answer

- Standard test markets (through the company's normal distribution channels) - Controlled test markets (outside research firms - guarantee distribution of product through prespecified types and numbers of distribution channels Electronic test markets - panel of consumers has agreed to carry scannable cards that each consumer presents when buying goods and services. Conducted in only a small number of cities in which the local reatailers have agreed to participate.) - Scanner / Electronic test markets - Simulated test markets (STMs) - Consumer vs. industrial test markets "Lead country" test markets (predictor)

question

Selecting Test Market Cities

answer

- Representativeness - Degree of isolation - Ability to control distribution and promotion

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Qualitative Research

answer

Qualitative research involves collecting, analyzing, and interpreting data by observing what people do and say. Other qualitative research methods include depth interviews, projective techniques, observation techniques and ethnographic research.

question

Primary Versus Secondary Data

answer

Primary data: information developed or gathered by the researcher specifically for the research project at hand. Secondary data: information previously gathered by someone other than the researcher and/or for some other purpose than the research project at hand.

question

Secondary Data

answer

- Secondary data = information already there - Fast, easy access via Internet - Virtually always a part of research projects - Statistics Canada offers much data - Demographic data particularly valuable - Psychographic profiles also provided by research firms

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Classification of Secondary Data

answer

Internal Secondary Data: are data that have been collected within the firm such as sales records, purchase requisitions, and invoices. External Secondary Data: are data that have been collected from outside the firm.

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Internal Secondary Data: Databases

answer

Internal secondary data is used for database marketing. -Database = collection of data and information - Records on customers, suppliers, products... - Internal databases compiled by the firm - Customer relationship management uses them extensively - Data mining = seeking trends or patterns -Text mining = collect data from media Ethical, legal issues on use of these data (what are they?) - Record = is a unit of information in a database. - Field = subcomponents of information composing records.

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Internal Sources of Secondary Data

answer

Internal Records - Accounting Data - Sales Reports - Inventory Management - Customer Database incl. customer feedback - CRM - Customer Relations Management * Service, telemarketing, call centre, customer database

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Types of External Secondary Data

answer

Published: are sources of information prepared for public distribution; normally found in libraries and other entities such as trade organizations. Syndicated Services Data: are provided by firms that collect data in a standard format and make them available to subscribing firms -- highly specialized and not available in libraries. External databases: are databases supplied by organizations outside the firm such as online information databases such as FACTIVA and Lexis Nexis.

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Advantages of Secondary Data

answer

Obtained quickly. Inexpensive relative to primary data. Usually available. Enhances existing primary data. May achieve the research objective.

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Disadvantages of Secondary Data

answer

Incompatible reporting units (need postal code data and only have County data). Measurement units do not match (need per capita income and only have household income). Class definitions are not usable (need to know percent of population with income above $100k and only have $50k and over). Outdated data!

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Evaluating Secondary Data

answer

What was the purpose of the study? Who collected the information? What information was collected? How consistent is the information with other information?

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Locating Secondary Data Sources

answer

Identify what you already know about your topic. Develop a list of key terms and names. Begin your search using several of the largest and most readily available key business sources (see class textbook and PowerPoint below)

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Database Search Features

answer

Boolean logic: Establishes relationships between word (Google does this automatically) AND - Both terms are retrieved OR - Either term is retrieved NOT - Eliminates records containing the term Eg: Gates NOT Bill Field searching: Author, Title, Subject Proximity operators: Allows indication how close, which order two or more words are to be positioned (Adj, Near, Same) Eg: Bill NEAR Gates Eg: Microsoft SAME legal Truncation: uses the root of the word to retrieve results Forecast: forecasting, forecasts, forecaster Nesting: indicates order of searching "Alberta" and Banff or Rocky Mountains

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North American Industry Classification System (NAICS)

answer

- Standard coding system to classify businesses - Common to Mexico, Canada and US - 20 broad sectors of economy covered - Six digit code gives classification

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Key Sources of Secondary Data

answer

Canadian Census = "granddaddy" of all market information Major Census in 2011 Previous one in 2006

question

Government: Statistics Canada

answer

Statistics Canada http://www.statcan.gc.ca/start-debut-eng.html Statistics Canada CANSIM Canadian Socioeconomic Information Management System - time series data

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StatsCan: Census

answer

2006 Statscan Census (also on E-Stat) http://www12.statcan.gc.ca/census-recensement/index-eng.cfm City of Winnipeg Neighborhood Profiles http://winnipeg.ca/census/2006/ Household size, income, education... Based on census data for Winnipeg More analysis depth than Statscan site.

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Sources of Published Data

answer

- Libraries (RRC, Wpg, Universities). Interlibrary loans - Canada/Manitoba Business Service Centre 250 - 240 Graham Avenue Business Library http://www.canadabusiness.ca/eng/ Trade Association Libraries

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RRC Online Databases

answer

EBSCOHOST Canadian Business and Current Events (CBCA)

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What is Standardized Information?

answer

Standardized information: is a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users.

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Two broad classes of Standarized Information

answer

1. Syndicated data 2. Standardized services

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Syndicated Data

answer

It is data that is collected in a standard format and made available to all subscribers. Like Nielsen Media Research

question

Standardized Services

answer

Refers to a standardized marketing research process that is used to generate information for a particular user

question

Advantages of Syndicated Data

answer

Shared costs Quality of data collected is typically very high Data is normally disseminated very quickly

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Disadvantages of Syndicated Data

answer

Buyers have little control over what information is collected Firms often must commit to long-term contract No strategic information advantage

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Advantages of Standardized Services

answer

Taking advantage of the experience of the research firm offering the service Reduced cost Speed of the research service

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Disadvantages of Standardized Services

answer

The ability to customize some projects is lost The company providing the standardized service may not know a particular industry well

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Application Areas of Standardized Information

answer

a) Measuring Consumer Attitudes and Opinion Polls - EKOS Research - Harris Poll - Gallup Poll www.gallup.com - Centre for Research and Information on Canada b) Defining market segments - Defined by attributes, such as age - Especially useful in business marketing - Environics, VALS provide segment concepts c) Geodemographics - a term used to describe the classification of arbitrary, unusually small, geographic areas in terms of the characteristics of their inhabitants - https://www.esri.ca/english/default.asp - ESRI Canada d) Tracking studies - are studies that monitor, or track, a variable over time Can be done for retail and households: - ACNielsen's Scantrack® Services - Nielsen Homescan / IRI ScanKey Panels - Retail Store Audits - Consumer diaries e) Monitoring Media Usage and Promotion Effectiveness - Tracking downloaded music - ACNielsen's SoundScan - Print (Magazine ads) - MRI's Starch Readership Service - The Print Measurement Bureau Television - Nielsen Television Index (NTI) some data but big Canadian player is: Old: Bureau of Broadcast Measurement in Canada New: Numeris

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Single-Source Data

answer

Single-source data - is continuously recorded panel data that contains information on several variables such as promotional message exposure, demographics, and buyer behaviour Helps determine causal relationships between types of promotions and sales. Example: BehaviorScan https://www.symphonyiri.com/Insights/tabid/88/Default.aspx

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