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Session 11 Marketing research I - Coggle Diagram
Session 11 Marketing research I
What is marketing research?(Baines et al., 2017)
market research
is the work undertaken to determine the structural characteristics and trends of markets
marketing research
focuses on understanding the relationship between organisations, markets and consumers.
(Blythe, 2013, p. 157)
Figure 11.1:
Types of marketing research
Advertising research
Product research
Distribution research
Sales research
Consumer research
Marketing environment research
The development of marketing research
2.1. Marketing research in the twenty-first century
3 factors on marketing research. (babin 2019)
communications technologies
elicitation materials (such as new advertising messages)
global marketing research
international marketing research is not without its challenges. Researchers need to address issues such as:
whether to customise the research design in each country to reflect local conditions or adopt a standardised approach
whether to employ the same or different sampling methods
whether or not to aim for consistency of data collection methods (e.g. face to face, online).
big data.
major influence on the field of marketing research
availability of data
quantity of data available = challenge
Gallup & Nielsen facing competition from Google, System1 IBM tc
Types of marketing research: exploratory and explanatory
exploratory research (Brassington and Pettitt, 2013)
explanatory research (Brassington and Pettitt, 2013)
The marketing research process
the research brief and typically contains the following information:
a statement of the research objectives
a description of the product, brand, or service to be researched
a description of the market to be researched
time and financial budgets
reporting requirements.
the research team will then need to address fundamental research issues, such as:
who
to question and how (the sampling plan and process)
what
methods to use
which
types of questions are required
how
the data should be analysed and interpreted (Baines et al., 2017, p. 153).
4.1. A general model of the marketing research process
Figure 11.6: The marketing research process
Research objectives & Questions
overarching
primary
objectives and a series of smaller or
secondary
objectives.
the primary objective might be to investigate the potential of new market entry for an existing brand.
a series of secondary objectives such as:
defining trends in that market
profiling existing competitors and the industry structure
identifying key barriers to entry
profiling key customer groups.
5.1. Writing research questions
‘open’ rather than ‘closed’ (Blaikie, 2000). Common interrogatives used to construct research questions are:
what questions (concerned with describing or explaining phenomena)
when questions (concerned with time periods)
how questions (concerned with process, change, interventions and outcomes)
why questions (concerned with causes, reasons, relationships and activities).
Making questions researchable
Feasible
Ethical
Relevant
Answerable
Concise
Research design
research approach
Quantitative
marketing research is about counting or measuring the quantities or frequency of particular phenomena.
characteristics of quantitative research:
it tends to generate data expressed in numbers, which are analysed statistically
it usually involves a large number of participants
all participants receive the same questions
it can be replicated to make comparisons among the results from different studies
the main methods of data collection include surveys and experiments.
might be employed to investigate issues such as:
consumer preferences for online vs high street shopping
the number of people that recall or recognise a particular brand when randomly asked on the street
consumer ratings for a customer care team’s performance
customer feedback following an organised event or exhibition
Qualitative
marketing research is about understanding behaviour by building rich and deep explanations of the social world through words.
characteristics of qualitative research include:
it tends to generate data expressed in words
it employs a more flexible and adaptive approach to data gathering than quantitative research
it tends to involve a smaller number of participants
it generates rich, deep data that often explore complex issues such as attitudes, feelings and emotions
it tends to be non-quantifiable, and results cannot be generalised to the wider population
the main methods of data collection include observations, interviews, and focus groups.
understanding ‘what’ and ‘when’ questions, qualitative research is more focused on ‘how’ and ‘why’:
why do customers prefer one brand over another?
how do customers navigate a retail space?
how do consumers choose between organic and non-organic?
why do consumers not recall our most recent IMC campaign?
sources of data
Primary
Surveys, experiments, focus groups, interviews,obersvational research, ethnography, netnography, visual methods, projective techniques
Secondary
internal
external
collecting online
adv: access, speed,
Disadv: information overload , less control
6.3. Sampling strategy
Target population
Sampling frame
Sample size
Sampling methods
probability sampling,
simple random sampling
systematic sampling
stratified sampling.
non-probability sampling,
convenience sampling
judgement sampling
quota sampling
snowball sampling.
data collection
data analysis
Presentation & reporting
Data collection
Table 11.3 Types of data collection
Primary
Quantative
Qualitative
Seconadary
Quantitative
Qualitative
7.1. Secondary data collection
Internal secondary data
External secondary data
government sources
professional bodies and trade associations
market research companies
Secondary data sources
commercial databases such as Mintel to find out information on Indian food/grocery market
books on Indian culture to find out their food preferences, as well as shopping and cooking habits
news on grocery shopping, local cuisines and festival-related recipes
competitors’ websites to find out more about products, prices, promotion and places
market research reports on the demand and trends in Indian grocery consumption, and the detailed breakdown of food consumption
government policy on foreign investment, especially on supermarket investments
food safety policies and regulations in India that supermarkets need to comply with.
7.3. Assessing secondary sources
Scott’s (1990) criteria for assessing documentary sources
i.Authenticity
ii.Credibility
ii.Representative
iv.Meaning
Conducting secondary data collection
8.2. Evaluating your sources
8.1. Reviewing and organising secondary data
i.Identify the type of information the source provides on:
demographics
social or cultural trends
competitor trends
expert insight into the concept that the brief is concerned with.
ii.Identify how each source can support the brief outlined above with:
data to help with insights on target audience
data to help with insights on the message
data to help with insights on media channels and vehicles.
8.3. Searching for secondary data