The Market and Marketing Research
Dr. Sherine Zaklama
June 2015
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Introduction to �Market Information �& �Research
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Introduction �
Instructor introduction
Participants introduction
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Why are we starting by the horse and frog in a research course?
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The outline of the course
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�The Outline�
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Brain storming�and�benchmark for the course
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Case Study
(not less than 20 requirements).
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The Marketing Information and Research �
You will have a chance to learn everything about market and marketing research; above all, and most importantly, you will learn how to use research as a tool to serve your marketing and communication campaigns and strategies.
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The Need for information in Marketing Management �
Information is a marketing asset. It helps in:
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Organizations now compete by knowing more about the markets they serve:
In other words, gathering information and using it intelligently.
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The Organizations’ needs�
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The customers’ needs
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The Marketing Information
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The Marketing Research �
The marketing research definition
The collection, analysis and communication of information undertaken to assist decision making in marketing.
The customer data base definition
A manual or computerised source of data relevant to marketing decision making about an organization’s customers.
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�The Importance of Marketing information �
We need to know information about:
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Commissioning the research�Important slide
Internal Specialized
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Internal
Advantages
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Internal
Disadvantages:
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External
Advantages
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External
Disadvantages
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The market research process
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The market research process
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The Definition
Identifying the opportunities : change in the law, new technology, new trends and behavior
Also identifying the threats: new competitors, adverse behavior
In both cases, the organization needs to know more…
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The research objectives
Specific, measurable, actionable, reasonable and time scaled
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Design the research methodology/ies
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Collect the data
The actual field work
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The analysis of the data
Softwares used (SPSS, quantum and quanvert)
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Reporting of the data
Report and presentation of results
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Quizzzzz
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Purpose
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Write
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Research objectives
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�MARKET �&�MARKETING RESEARCH
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MASS MEDIA RESEARCH
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MARKET RESEARCH
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EXAMPLES
Examples of market research information:
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SOURCES OF SECONDARY DATA
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Internal Sources�
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ADVANTAGES
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DISADVANTAGES
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PENETRATION
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WHAT IS PENETRATION?
The universe and the segment
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WHAT IS PENETRATION
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Primary Research �QUALITATIVE
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Types od Primary research
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DIFFERENCES BETWEEN�QUALI & QUANTI
Qualitative
Quantitative
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Qualitative
evolves & adjusted during research
Quantitative
Separate from data
determined before research begins
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Qualitative
develop theories
Quantitative
test/support or reject theory
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The Definition
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WHEN USE QUALITATIVE RESEARCH (INTERPRETIVE)
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METHODS OF �QUALITATIVE RESEARCH
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Field observation
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FIELD OBSERVATION
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FIELD OBSERVATION
Advantages:
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FIELD OBSERVATION
Advantages:
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FIELD OBSERVATION
Disadvantages:
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FIELD OBSERVATION
Ethical issues in field observation:
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IN DEPTH INTERVIEWS
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IN-DEPTH INTERVIEWS
Why would a researcher use in-depth interviews?
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INTENSIVE (IN-DEPTH) INTERVIEWS
Advantages:
Disadvantages:
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Types of Qualitative Research
Diads
Triads
Focus Groups
In homes
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Diads
Eligibility
When use
Why use
Ping Pong
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Focus Groups
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FOCUS GROUPS
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A focus group is a combination of:
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RESPONDENTS:
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LISTENERS:
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MODERATOR:
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PROBLEMS IN FOCUS GROUPS:
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QUALITATIVE RESEARCH PROJECTIVE TECHNIQUES
Projective techniques are used to:
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QUALITATIVE RESEARCH PROJECTIVE TECHNIQUES
Types of Projective techniques:
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DISCUSSION GUIDE
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DISCUSSION GUIDE
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Each Area of the discussion
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In class case study
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Kidzania
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Kidzania
Since its launch in Egypt, Kidzania has been suffering low visiting figures.
It has also been suffering from fierce competition from other similar but not identical organizations like day care services, kinder gardens and cultural centers. These organizations are in direct and continuous contact with the target audience, whether users or non users of the service.
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Kidzania
In an attempt to overcome the low visiting rates, Kitzania would like to start a direct marketing communication campaign, using mobile phones and smart phones to reach to its customers.
Before it starts the campaign, Kidzania would like to test the acceptance of the target audience to the direct marketing activities. (rational for the research )
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You are asked to
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QUALITATIVE RESEARCH REPORT
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QUALITATIVE RESEARCH REPORT
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In class case study
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You are asked to collect qualitative information about the marketing for a new line of cruelty free cosmetics (lipsticks, eye shadow, and so on). The information you will collect will help you in drawing up and implementing a marketing plan.
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You need the following
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�������You are asked to draw the research map that answers the preceded information
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The requirements�
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�������QUANTITATIVE RESEARCH��
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Definition
Undertaken using a structured research approach with a sample of the population to produce quantifiable insights of behavior, motivation and attitude.
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Definition
The data gathering is more structured and less flexible than qualitative research.
The results are statistical and quantifiable.
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THE TWO MAIN APPROACHES
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Face to Face
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�FACE TO FACE
Some researchers call it one-on-one interviews.
The questionnaire could be fully structured or semi structured.
The survey is conducted with the assistance of an interviewer
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Face to face
It can take many forms:
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�THE INTERVIEWER
According to the nature of the methodology and the nature of the research, the profile of the interviewer is identified. For business interviews higher caliber of respondents is used versus regular interviewer for the general public.
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�STEPS FOR CONDUTING PERSONAL INTERVIEWS
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�STEPS FOR CONDUTING PERSONAL INTERVIEWS
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�STEPS FOR CONDUTING PERSONAL INTERVIEWS
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�Advantages of face to face
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�Advantages Cont.
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�Disadvantages of face to face
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�Disadvantages Cont.
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���������THE TELEPHONE SURVEYS
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THE TELEPHONE SURVEYS
Telephone surveys and personal interviews use trained interviewers who ask questions orally and record the responses, usually either on a paper questionnaire or on a computer.
The respondents do not see the actual questionnaire.
They fall in between mail surveys and personal face to face ones.
They offer more control and higher response rates than most mail surveys but they are limited in the types of questions that could be asked.
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THE TELEPHONE SURVEYS
Telephone surveys are more expensive than mail surveys and less expensive than the one on one interviews.
Interviewers are an extremely important element in the telephone interviews. The manner of speaking should not influence the respondents’ answers in any way.
They must get adequate training and instructions to minimize any bias answers possible.
They must be very well trained about the skipping patters, they must be fast and familiar with the questionnaire.
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THE TELEPHONE SURVEYS
The questions must be read word by word and in the exact order of the questionnaire.
Never suggest an answer, try to explain the question but do not volunteer answers.
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�THE STEPS
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�THE STEPS CONT
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Advantages
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Disadvantages
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Disadvantages Cont.
This is what is needed:
Males, age between 18-54, own computers at home.
This sounds easy, lets see how easy it is
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EXAMPLE
Call Result Number % of total
No answer 443,200 56.3
Initial refusal 99,350 12.6
Busy 74,600 9.5
Call back 30,550 3.9
Disconnect 28,400 3.6
Wrong age 26,000 3.3
Business 9,400 1.2
Computer 6,750 0.9
Over quota 5,250 0.7
Language barrier 3,750 0.5
Security 3,000 0.4
Complete 20,000 2.5
Total Calls 787,600
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On Line
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�The two main approaches �
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�Email�
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�Text Message�
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�Attachment�
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�On-lines
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The Standard format
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�The Interactive questionnaire
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�The interactive questionnaire
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Importance of on line
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Advantages
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�Tips to increase response
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�������Mini-work shop��What is wrong with the following questionnaire??????��
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IMPORTANT NOTE
Before constructing the q’aire, you must:
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IMPORTANT NOTE
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�ALWAYS ASK YOURSELF
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�QUESTIONNAIRE CONSTRUCTION
Some common problems
(Micro to Macro)
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QUESTIONNAIRE CONSTRUCTION
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DECISION
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A QUESTIONNAIRE MUST
Communicate to respondent what the researcher is asking for
Communicate to researcher what the respondent has to say
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1st time experience
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Answer
Do you encounter any difficulties in paying your rent?
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Develop the question topic (Areas)
Select the questions and response format
Select the wordings
Determine the sequence
Design the layout and appearance
Pilot
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����������Development of question topics
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2. Qualitative research findings
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3. Characteristics of respondents
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���������2. Selection of questions and response format
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The choice of questions
There are three choices:
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The open ended
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The open ended
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The open ended
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Examples of open ended
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Pre- coded example
Why do you choose to fly British Airways?
Executive club member 1
Times of flight 2
Service 3
Price 4
Connections 5
No choice 6
Others please specify
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Closed questions
There are two types of closed ended:
They do not provide any details
Tells us almost nothing about consumers
You can add a don’t know but not recommended.
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Closed questions
Mutually exclusive: no overlap between categories.
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Closed questions
Example: which of the following age bracket are you located in:
15-20
20-35
35-50
50+
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Collectively exhausted
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�Some issues while constructing a questionnaire
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cont.
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�cont.�
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DATA COLLECTION
in Data collection
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�DATA COLLECION�
in Data collection
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Decide the question structure
directed open ended and restricted open ended (not read)
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CASE STUDY
The National Council for Childhood and Motherhood is undertaking a Public Relations Campaign to encourage people to organize family planning. Prior to the campaign, NCCM needs to understand more about family planning in order to set the right messages and the appropriate media channels to reach its target audience.
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OBJECTIVES
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IDENTIFY THE FOLLOWING
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