Introduction to Market

Research
For IA (Data Capture)
 What is Market Research

Marketing research, or market research, is a

form of business research and is generally
divided into two categories: consumer market
research and business-to-business (B2B)
market research, which was previously known
as industrial marketing research. Consumer
marketing research studies the buying habits of
individual people while business-to-business
marketing research investigates the markets
for products sold by one business to another.
 Consumer market research is a
form of applied sociology that
concentrates on understanding the
behaviours, whims and preferences,
of consumers in a market-based
economy, and aims to understand the
effects and comparative success of
marketing campaigns. The field of
consumer marketing research as a
statistical science was pioneered by
Arthur Nielsen with the founding of
the ACNielsen Company in 1923.
Thus marketing research is
the systematic and objective
identification, collection,
analysis, and dissemination of
information for the purpose of
assisting management in
decision making related to the
identification and solution of
problems and opportunities in
marketing
 Marketing research
characteristics

-Marketing research is systematic

-Marketing research is objective.

-Itinvolves the identification, collection,

analysis, and dissemination of information.
-
Organizations engage in marketing
research for two reasons:
- (1) to identify a concern.
- (2) solve marketing problems.

This distinction serves as a basis for

classifying marketing research into
problem identification research and
problem solving research.
 Research Methods

Qualitative Quantitative
The aim is a complete, detailed The aim is to classify features, count
description. them, and construct statistical models
in an attempt to explain what is
observed.
Researcher may only know roughly Researcher knows clearly in
in advance what he/she is looking advance what he/she is looking for.
for.
Recommended during earlier phases of Recommended during latter phases of
research projects. research projects.

The design emerges as the study All aspects of the study are carefully
unfolds. designed before data is collected.
 Research Methods

Qualitative Quantitative

Researcher is the data gathering Researcher uses tools, such as

instrument. questionnaires or equipment to collect
numerical data.
Data is in the form of words, pictures or Data is in the form of numbers and
objects. statistics.

Subjective - individuals’ interpretation Objective – seeks precise measurement

of events is important ,e.g., uses & analysis of target concepts, e.g., uses
participant observation, in-depth surveys, questionnaires etc.
interviews etc.
Qualitative data is more 'rich', time Quantitative data is more efficient, able
consuming, and less able to be to test hypotheses, but may miss
generalized. contextual detail.
 Research Methods

Qualitative Quantitative

Researcher tends to become Researcher tends to remain

subjectively immersed in the subject objectively separated from the subject
matter. matter.
 Research Methods
- Summary

 Qualitative research involves analysis of data such as words

(e.g., from interviews), pictures (e.g., video), or objects (e.g., an
artifact).
 Quantitative research involves analysis of numerical data.
 The strengths and weaknesses of qualitative and quantitative
research are a perennial, hot debate, especially in the social
sciences.  The issues invoke classic 'paradigm war'.
 The personality / thinking style of the researcher and/or the
culture of the organization is under-recognized as a key factor in
preferred choice of methods.
 Overly focusing on the debate of "qualitative versus
quantitative" frames the methods in opposition.  It is important to
focus also on how the techniques can be integrated, such as in
mixed methods research.  More good can come of social science
researchers developing skills in both realms than debating which
method is superior.
Types of marketing research
1)Ad Tracking – periodic or continuous in-
market research to monitor a brand’s
performance using measures such as brand
awareness, brand preference, and product
usage. (Young, 2005)
2)Advertising Research – used to
predict copy testing or track the efficacy of
advertisements for any medium, measured by
the ad’s ability to get attention, communicate
the message, build the brand’s image, and
motivate the consumer to purchase the
product or service
Types of marketing research

3) Brand equity research - how

favorably do consumers view the brand?

4) Brand name testing - what do

consumers feel about the names of the
products?
 Types of marketing
research
• 5) Commercial eye tracking research
- examine advertisements, package designs,
websites, etc by analyzing visual behavior of the
consumer (Reaction)

• 6) Concept testing - to test the acceptance

of a concept by target consumers
•
 Types of marketing
research
7) Cool hunting - to make observations and
predictions in changes of new or existing cultural
trends in areas such as fashion, music, films,
television, youth culture and lifestyle
8) Buyer decision processes research
- to determine what motivates people to buy and
what decision-making process they use
 Types of marketing
research
9) Copy testing – predicts in-market
performance of an ad before it airs by analyzing
audience levels of attention, brand linkage,
motivation, entertainment, and communication,
as well as breaking down the ad’s flow of
attention and flow of emotion.
10) Customer satisfaction
research - quantitative or qualitative studies
that yields an understanding of a customer's of
satisfaction with a transaction
 Types of marketing
research
11) Demand estimation - to determine
the approximate level of demand for the
product

12) Distribution channel audits - to

assess distributors’ and retailers’ attitudes
toward a product, brand, or company
 Types of marketing
research
13) Internet strategic intelligence -
searching for customer opinions in the Internet:
chats, forums, web pages, blogs... where people
express freely about their experiences with products,
becoming strong "opinion formers"
14) Marketing effectiveness and
analytics - Building models and measuring
results to determine the effectiveness of individual
marketing activities.
 Types of marketing
research
15) Mystery Consumer or
Mystery shopping - An employee or
representative of the market research firm
anonymously contacts a salesperson and
indicates he or she is shopping for a
product. The shopper then records the
entire experience. This method is often
used for quality control or for researching
competitors' products.
 Types of marketing
research
16) Positioning research - how does the
target market see the brand relative to
competitors? - what does the brand stand for?
17) Price elasticity testing - to determine
how sensitive customers are to price changes
18) Sales forecasting - to determine the
expected level of sales given the level of demand.
With respect to other factors like Advertising
expenditure, sales promotion etc
 Types of marketing
research
19) Segmentation research - to determine the
demographic, psychographic, and behavioral
characteristics of potential buyers
20) Online panel - a group of individual who
accepted to respond to marketing research online
21) Store audit - to measure the sales of a product
or product line at a statistically selected store sample in
order to determine market share, or to determine
whether a retail store provides adequate service
 Types of marketing
research
22) Test marketing - a small-scale product launch
used to determine the likely acceptance of the product
when it is introduced into a wider market
23) Viral Marketing Research - refers to
marketing research designed to estimate the probability
that specific communications will be transmitted
throughout an individuals Social Network. Estimates of
Social Networking Potential (SNP) are combined with
estimates of selling effectiveness to estimate ROI on
specific combinations of messages and media.
 Data Collection Methods
- Primary Research – Data collected
through Face to Face Interviews,
Telephone, Online Research etc.
- Secondary research - is conducted
on data published previously and usually by
someone else. Secondary research costs far
less than primary research, but seldom
comes in a form that exactly meets the
needs of the researcher.
 Research Distinction
Exploratory research provides
insights into and comprehension of an issue
or situation. It should draw definitive
conclusions only with extreme caution.
Conclusive research draws
conclusions: the results of the study can be
generalized to the whole population.
Marketing research methods
- Based on questioning:
 Qualitative marketing research
- generally used for exploratory purposes
- small number of respondents - not
generalizable to the whole population
- statistical significance and confidence not
calculated
- examples include focus groups, in-depth
interviews, and projective techniques
 MR Based on
observations:
• Ethnographic studies
• - by nature qualitative, the researcher observes
social phenomena in their natural setting
• - observations can occur cross-sectionally
(observations made at one time) or longitudinally
(observations occur over several time-periods)
• - examples include product-use analysis and
computer cookie traces. See also Ethnography and
Observational techniques.
 MR Based on
observations:
 Experimental techniques -, by nature quantitative,
the researcher creates a quasi-artificial environment
to try to control spurious factors, then manipulates at
least one of the variables - examples include
purchase laboratories and test markets
 Researchers often use more than one research
design. They may start with secondary research to
get background information, then conduct a focus
group (qualitative research design) to explore the
issues. Finally they might do a full nation-wide survey
(quantitative research design) in order to devise
specific recommendations for the client.
Market Research Services by MR
companies
 Standardized services are research
studies conducted for different client firms
but in a standard way.
 Customized services offer a wide variety
of marketing research services customized
to suit a client's specific needs
 Limited-service suppliers specialize in
one or a few phases of the marketing
research project. Services offered by such
suppliers are classified as field services,
coding and data entry, data analysis,
analytical services, and branded products.
Market Research Services by MR
companies
 Field services collect data through mail,
personal, or telephone interviewing, and firms
that specialize in interviewing are called field
service organizations.
 Coding and data entry services include
editing completed questionnaires, developing a
coding scheme, and transcribing the data on to
diskettes or magnetic tapes for input into the
computer.
Market Research Services by MR
companies
 Coding and data entry services include
editing completed questionnaires, developing
a coding scheme, and transcribing the data on
to diskettes or magnetic tapes for input into
the computer.
 Data analysis services are offered by firms,
also known as tab houses, that specialize in
computer analysis of quantitative data such as
those obtained in large surveys
Market Research Services by MR
companies
 Branded marketing research
products and services are
specialized data collection and
analysis procedures developed to
address specific types of marketing
research problems.
Thank you