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    Lecture 3 (Nature of Marketing Research)

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    Sarath Bhushan Kaluturi
    This document outlines the marketing research process from defining the problem, designing the research, collecting and analyzing data, and presenting findings. It provides examples of different types of marketing research problems, designs, data sources, suppliers/services. The second half presents an exemplar research project on pre-purchase shopper behavior in a retail location. Key findings include shopper recall rates, retailer perceptions, circulation patterns, problem areas identified, and linkages between shops.

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    Lecture 3 (Nature of Marketing Research)

    Uploaded by

    Sarath Bhushan Kaluturi
    3K views30 pages
    This document outlines the marketing research process from defining the problem, designing the research, collecting and analyzing data, and presenting findings. It provides examples of different types of marketing research problems, designs, data sources, suppliers/services. The second half presents an exemplar research project on pre-purchase shopper behavior in a retail location. Key findings include shopper recall rates, retailer perceptions, circulation patterns, problem areas identified, and linkages between shops.

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    This document outlines the marketing research process from defining the problem, designing the research, collecting and analyzing data, and presenting findings. It provides examples of different types of marketing research problems, designs, data sources, suppliers/services. The second half presents an exemplar research project on pre-purchase shopper behavior in a retail location. Key findings include shopper recall rates, retailer perceptions, circulation patterns, problem areas identified, and linkages between shops.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    3K views30 pages

    Lecture 3 (Nature of Marketing Research)

    Uploaded by

    Sarath Bhushan Kaluturi
    This document outlines the marketing research process from defining the problem, designing the research, collecting and analyzing data, and presenting findings. It provides examples of different types of marketing research problems, designs, data sources, suppliers/services. The second half presents an exemplar research project on pre-purchase shopper behavior in a retail location. Key findings include shopper recall rates, retailer perceptions, circulation patterns, problem areas identified, and linkages between shops.

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    Definition of Marketing Research

    The systematic and objective identification,


    collection, analysis and reporting of
    information for the purpose of assisting
    management in decisions relating to the
    identification and solution of problems and
    opportunities in marketing.
    Goal of Marketing Research
    To provide:
    relevant
    accurate
    valid
    and timely
    information to facilitate marketing decision making.
    Research May Not Be Advisable
    • the information exists already
    • research is used to justify a prior decision
    • research would alter competition
    • time is the enemy
    • the budget is inadequate
    • the problem is vague or unclear
    • the research is not technically feasible
    The Research Process
    Problem Definition

    Develop an Approach to the Problem

    Formulate Research design

    Fieldwork/Data Collection

    Data Preparation & Analysis

    Report Preparation & Presentation

    Feedback
    A Classification of Marketing Research

    Marketing Research

    Problem Problem
    Identification Solving
    Research Research

    •Market Potential Research •Segmentation Research


    •Market Share Research •Product Research
    •Image Research •Pricing Research
    •Market Characteristics •Promotion Research
    •Sales Analysis Research •Distribution Research
    Decision and Research Problems

    • Develop package for • Evaluate effectiveness


    new product of various designs
    • Increase repeat buying • Assess current repeat
    behaviour buying patterns
    • Introduce new product • Design test market
    Proper Definition of the Research Problem

    Marketing Research Problem

    Broad Statement

    Specific Components
    The Problem Definition Process
    Tasks
    Involved
    Discussions Interviews Secondary Qualitative
    with With Data Research
    Decision Experts Analysis
    Makers

    Environmental Context of the problem

    Problem Definition

    Management Decision Problem

    Marketing Research Problem


    Problem Definition
    • What decisions will be made on the basis of this
    study?
    • How will research influence these decisions?
    • What is the most (least) desirable outcome of the
    research? Why?
    • What information will make a difference in the
    decision?
    • Why not make a decision on the basis of sound
    judgement?
    A Classification of Marketing Research
    Designs

    Research Design

    Exploratory Research Design Conclusive Research Design

    Descriptive Research Causal Research

    Cross-Sectional Design Longitudinal Design


    A Comparison of Basic Research Designs

    Exploratory Descriptive Causal


    Objective: Discovery of ideas Describes market Determine cause and effect
    characteristics

    Characteristics: Flexible, versatile. Prior formulation of Manipulate independent


    hypothesis. Planned, variables. Control of
    Front end research.
    structured design other variables.

    Methods: Secondary data Surveys Experiments


    Differences Between Exploratory and
    Conclusive Research

    Exploratory Conclusive

    Objective: To provide insights, understandings. Test hypothesis/examine relationships.


    Characteristics: Information needed defined loosely. Information needed is clearly defined.
    Research process flexible/unstructured. Research process is formal and structured.
    Sample is small and nonrepresentative. Sample is large and representative.
    Analysis of primary data is qualitative. Data Analysis is quantitative.
    Findings: Tentative. Conclusive.
    Outcome: Followed by conclusive research. Findings input into decision making.
    A Classification of Marketing Research Data
    Marketing
    Research Data

    Secondary Primary
    Data Data

    Qualitative Quantitative
    Data Data

    Descriptive Causal

    Survey Data Observational Experimental


    & Other Data Data
    Marketing Research Suppliers and
    Services
    Research Suppliers

    Internal External

    Full Service Limited Service

    Syndicated Customized Field Coding and Data


    Services Services Services Data Entry Analysis
    Services Services
    The Marketing Research Process:

    An Exemplar
    Background to Research Project

    • Retail Location (micro-scale)

    • Pre-purchase Information Seeking

    • Marketing Research Methodology


    Research Objectives

    • Unobtrusive Observation

    • Face-to-face Interviews

    • Retailer Survey
    Methodological Matters

    • Ethics?
    • Choice of Location?
    • Observation Possible?
    • Interview Possible?
    • Sampling Procedure?
    Layout of Abbeycentre
    Response
    Total Observed = 250
    Refusal = 28
    Lost = 12
    Staff =8
    Other = 13
    Total Non-response = 61
    Response Rate = 75.6%
    Observation Response Rate = 86.9%
    Retailer Response Rate = 100.0%
    Findings

    • Shopper Recall

    • Retailer Perceptions

    • Shopper Behaviour
    Shopper Recall
    • 40% of interviewees has total recall of
    shops visited

    • 62% of total shops visited recalled by


    interviewees

    • Exaggeration of time spent in centre


    Retailer Perceptions

    • Time Expended

    • Sex

    • Percentage Purchase
    Layout of Abbeycentre
    Shopper Circulation

    • Limited in Extent

    • Variation in Intensity

    • Problem Area Identification


    Shopper Circulation Behaviour
    Mall Pass Pass-Enter Pass-Buy
    Section Ratio1 Ratio2 Ratio3
    1. 0.55 0.76 0.51
    2. 0.63 0.42 0.20
    3. 0.61 0.75 0.53
    4. 0.89 N/A N/A
    5. 0.58 0.98 0.88
    6. 0.73 0.61 0.47
    7. 0.73 0.54 0.17
    8. 0.53 0.98 0.62

    1. The proportion of shopping groups passing through mall


    2. Shop entrants as a proportion of passers-by
    3. Purchasers as a proportion of passers-by
    Shopper Circulation & Problem Areas
    Compatibility Tables
    Shop Linkages

    • Shop to Shop Movement

    • Advantages of Proximity

    • Variation by Trade Type


    Other Issues

    • Group Behaviour

    • Window Shopping

    • Social Interaction

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