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Chapter Copyright © 2009 by Nelson Education Limited. MARKETING RESEARCH 4 4-1 Prepared by Simon Hudson, Haskayne School of Business University of Calgary.

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Presentation on theme: "Chapter Copyright © 2009 by Nelson Education Limited. MARKETING RESEARCH 4 4-1 Prepared by Simon Hudson, Haskayne School of Business University of Calgary."— Presentation transcript:

1 Chapter Copyright © 2009 by Nelson Education Limited. MARKETING RESEARCH 4 4-1 Prepared by Simon Hudson, Haskayne School of Business University of Calgary and Marion Joppe, University of Guelph

2 Chapter Copyright © 2009 by Nelson Education Limited. Topics the meaning of marketing research types of applied marketing research key stages in the marketing research process relative merits of the various methodologies how marketing research can be used for effective decision making Marketing Research 4-2

3 Chapter Copyright © 2009 by Nelson Education Limited. MIS and Marketing Research Marketing Information System (MIS)Marketing Information System (MIS) –the way in which an organization gathers, uses, and disseminates its research in the marketing context Marketing ResearchMarketing Research –the systematic and objective search for and analysis of information relevant to the identification and solution of any problem in the field of marketing 4 Marketing Research 4-3

4 Chapter Copyright © 2009 by Nelson Education Limited. Research on Consumers 4 Marketing Research 4-4 Table 4.1

5 Chapter Copyright © 2009 by Nelson Education Limited. 4 Marketing Research 4-5 Research on Products and Services and on Pricing Table 4.1

6 Chapter Copyright © 2009 by Nelson Education Limited. Research on Place and Distribution and on Promotion 4 Marketing Research 4-6 Table 4.1

7 Chapter Copyright © 2009 by Nelson Education Limited. Table 4.1 Research on Competition and on the Operating Environment 4 Marketing Research 4-7 Table 4.1

8 Chapter Copyright © 2009 by Nelson Education Limited. Table 4.1 Research on a Destination 4 Marketing Research 4-8 Table 4.1

9 Chapter Copyright © 2009 by Nelson Education Limited. Consumer Research and Competitor Intelligence Consumer researchConsumer research –one type of applied research that focuses on the consumer Competitor intelligenceCompetitor intelligence –keeping track of competition by having a clear understanding of who the competition is and knowing how the company is doing in comparison to the competitors 4 Marketing Research 4-9

10 Chapter Copyright © 2009 by Nelson Education Limited. 4 Marketing Research 4-10 Examples of Tourism and Hospitality Publications Table 4.2

11 Chapter Copyright © 2009 by Nelson Education Limited. The Ideal Travel Brand and the Travel Brand Today 4 Marketing Research 4-11

12 Chapter Copyright © 2009 by Nelson Education Limited. Stages in the Research Process 4 Marketing Research 4-12

13 Chapter Copyright © 2009 by Nelson Education Limited. Research Methodology Two key decisions: 1. Primary versus secondary data –Secondary data is data that already exists internal sources eg. Sales figures external sources eg. Publications, Internet –Primary data collecting new information where the researcher is the primary user 2. Qualitative versus quantitative research 4 Marketing Research 4-13

14 Chapter Copyright © 2009 by Nelson Education Limited. Qualitative versus Quantitative Research 4 Marketing Research 4-14 Table 4.3

15 Chapter Copyright © 2009 by Nelson Education Limited. Qualitative Research TechniquesQualitative Research Techniques –Unstructured participative observation, for example, mystery shopping –Structured projection techniques focus groups in-depth interviews 4 Marketing Research 4-15 Qualitative Techniques

16 Chapter Copyright © 2009 by Nelson Education Limited. Quantitative Techniques Quantitative Research TechniquesQuantitative Research Techniques –usually based on ‘structured’ questionnaires –method includes factual surveys, opinion surveys, or interpretive surveys, all of which can be conducted by personal interview, post, telephone or electronically 4 Marketing Research 4-16

17 Chapter Copyright © 2009 by Nelson Education Limited. Structured Research Repertory Grid TechniqueRepertory Grid Technique –requires respondents to select from a group of three items –object is to elicit the basis of comparison 4 Marketing Research 4-17

18 Chapter Copyright © 2009 by Nelson Education Limited. Structured Research Projection TechniqueProjection Technique –“what if?” technique –get subjects to respond to hypothetical, or projected, situations –For example, subjects might be asked to indicate how they would spend a particular sum of money if given a free choice 4 Marketing Research 4-18

19 Chapter Copyright © 2009 by Nelson Education Limited. Structured Research Focus GroupFocus Group –interviewing people in a group –popular market research technique –interviewer (facilitator) of a discussion to obtain representative views of a wider population –homogeneous in nature and usually comprises 8 to 10 people 4 Marketing Research 4-19

20 Chapter Copyright © 2009 by Nelson Education Limited. Structured Research Virtual focus groupsVirtual focus groups –online “chat” sessions in which a limited number of pre-recruited respondents participate in a guided discussion –brings together participants from virtually anywhere to discuss a client issue, activities, and experiences, or provide feedback on products 4 Marketing Research 4-20

21 Chapter Copyright © 2009 by Nelson Education Limited. Structured Research Virtual focus groupsVirtual focus groups –online “chat” sessions in which a limited number of pre-recruited respondents participate in a guided discussion –brings together participants from virtually anywhere to discuss a client issue, activities, and experiences, or provide feedback on products 4 Marketing Research 4-21

22 Chapter Copyright © 2009 by Nelson Education Limited. Structured Research In-depth interviewIn-depth interview –can last 45 to 60 minutes and used for three main reasons: where the limited number of subjects renders quantitative methods inappropriate when information obtained from each subject is expected to vary considerably to explore a topic in the preliminary stages of planning a more formal questionnaire-based survey 4 Marketing Research 4-22

23 Chapter Copyright © 2009 by Nelson Education Limited. Survey Method Factual SurveyFactual Survey –the respondent is asked to state certain facts such as age or number of children Opinion SurveyOpinion Survey –the respondent is asked to express an opinion or make an evaluation or appraisal Interpretive SurveyInterpretive Survey –the respondent acts as an interpreter as well as a reporter 4 Marketing Research 4-23

24 Chapter Copyright © 2009 by Nelson Education Limited. Benchmarking A management technique that allows companies to compare how well they are performing relative to their competitors –limited application within tourism and hospitality industries has been confined mainly to hotels –initiatives might include collecting guest satisfaction scores. 4 Marketing Research 4-24

25 Chapter Copyright © 2009 by Nelson Education Limited. Sampling Sample selection process: 1.Define the population 2.Specify the sample frame 3.Select the sampling method 4.Determine the sample size 5.Draw the sample and collect the data 4 Marketing Research 4-25

26 Chapter Copyright © 2009 by Nelson Education Limited. Research Problem Areas Lack of qualitative information Improper use of sophisticated statistical analysis Sample is not representative of the population Problems with interpretation Failing to look at segments within a sample Making assumptions 4 Marketing Research 4-26

27 Chapter Copyright © 2009 by Nelson Education Limited. Effective Use of Research in Decision Making Success is based on three things: 1. Sufficient resources must be allocated to do the job properly, both in terms of time and money. 2. Managers must be willing to believe the results of the research when they become available, even if they conflict with the management ’ s own preconceived views. 3. The results should be used. All too frequently, research is commissioned in order to avoid taking an immediate decision 4 Marketing Research 4-27


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