英国大学市场营销讲义Lect5_research

CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTLecture5:MarketingResearchLectureObjectivesResearch-Why?ProcessesInvolvedAnalysisReportingCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTTheprovisionofinformationaboutmarketsandthereactionofthesevariousproducts,price,distributionandpromotionactions.Whyismarketingresearchimportant?List5reasonsMarketingresearchCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT2AmarketinginformationsystemMarketingenvironmentThecompanyCustomersCompetitorsSuppliersDistributorsEconomicSocialLegalTechnologicalPhysicalforcesMarketinginformationsystemInternalcontinuousdataInternalad-hocdataEnvironmentalscanningMarketingresearchMarketingdecision-makingStrategicexternalcontinuousdataexternalad-hocdatanewproductsandmarketscompetitivestrategysalesforcemonitoringadvertisingcopyTacticalCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT4DescriptiveorexperimentalresearchTheMarketingResearchProcessInitialcontact(1)Researchbrief(2)Researchproposal(2/3)Maindatacollectionstage(3/4)Dataanalysisandinterpretation(4)Reportwritingandpresentation(5)ExploratoryresearchCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTPreliminarystageObjectiveistoidentify/understandtheresearchquestionandthebackgroundscenarioInitialcontact•Researchbrief•Backgroundinformation•Sourcesofinformation•Scaleoftheproject•ThetimetableMarketingresearch-whatisinvolved?CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTObjective-afirmdecisionistakentogoaheadwithresearch.Commencedetailedbackgroundstudiesandpreparedatacollectionmethods/instruments.Researchproposal•Whatwillbedone•Howmuchwillitcost•HowlongwillittakeExploratoryresearch•Literaturereview•Secondarysources•PubliclyavailabledataThesecondstageCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTChoosemethods(channelwhereapplicable)DecisionsonQuantitativemethods•Facetofaceinterviews•Mailsurveys•Telephoneinterviews•Internetsurveys(emailandwebbased)Identifypopulationandselectsample•Simplerandomsampling•Stratifiedrandomsampling•ClustersamplingCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTStagethreeTheobjectiveistodesignthedatacollectioninstrument•Plan•Design•Orderingoftopics•Typesofquestions•Wordingandinstructions•Layout•Scaling•Probesandprompts•Piloting(testing)Qualitativemethods•Consultationwithexperts•ObservationCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTStagefourTheobjectivehereistocollectdataandcarryoutsubsequentanalysis•Administertheinstrument•Collectdata•Collate•Inputdataintodatabase•Analyse•InterpretStagefiveTheobjectivehereistopresentthefindingsoftheresearch•Reportwriting•PresentationsCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT5ThesamplingprocessDefinethepopulationSearchforsamplingframeSpecifysamplingmethodDeterminesamplesizeSelectthesampleCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTStagesinthedevelopmentofaquestionnairePlanningStagePlanningPilotStageDefinitionoftheresearchproblemExploratoryresearchInformationrequiredDefinitionofpopulationTargetgroupsSurveymethodOrderingoftopicsTypeofquestionWordingandinstructionsLayoutScalingProbesandpromptsCodingPilottestingRedesignFinalquestionnaire8CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTHowtogoaboutit?•Doityourself•CommissionamarketingresearchagencyTypesofmarketingresearch•Ad-hocresearch•Customdesignedstudies•Omnibusstudies•Continuousresearch•Consumerpanels•Retailaudits•TelevisionviewershippanelsCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTWhatisdonewithresearchoutput?MarketinginformationsystemsAsysteminwhichmarketinginformationisformallygathered,stored,analysedanddistributedtomanagersinaccordwiththeirinformationalneedsonaregularplannedbasis.CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTSomeethicalissuesinmarketingresearch•Intrusionstoprivacy•Misuseofmarketingresearchfindings•Sellingundertheguiseofmarketingresearch•Questionablepractisesininformationgathering•Usingstudents•Posingunderanassumedidentity•Stealing/gainingaccessthroughdishonestmeanstoacompetitorsresearchdata