1. Market research

2. 1/ Defining goals in marketing research
Preconditions of research:
Goals can be achieved only if
- wishes and needs of customers are understood
- these needs and wishes must be met better than by other competitors
- everything else – our offer of products, services is derived from our knowledge of customers
The goal of marketing is:
Ensure long-term sales for our company and therefore to make its effort sucessful

3. Defining questions in market research
Mainly
What do we want to offer,
to who,
for how much,
when,
where – the place of sale,
how to get my product as close to the customer as possible,
Communication with the customer

4. If we turn internatonal, there are certain speficics
socially-cultural differences and their influence on behaviour and decision-making of consumers;
existence of global marketing networks,
commercially-political conditions;
legislation, which regulates enterpreneuring of foreign subjects;
problems with foreign market research;
Often giving priority to domestic products and producers;
Various degree of foreign market organization, entering distributing ways;
Necessity of marketing mix adaptation;
Work in foreign environment as a different life style;
Language barrier….

5. 2/ What exactly do we want to research?
What are our possibilities to apply on a particular foreign market with professional activity (especially in the field of: hospitality, travel agents, administration)

6. Market research
Means always finding out and collecting information requirements for knowledge truthfulness, quality quantity – a lot of collected information might lead tooversighting the important, relevant info. The costs of research must be lower than the benefit of gathered information – every information has its costs - Seasonableness and up-to-dateness

7. Research methods 1st phase Desk Research
Gathering secondary information which can be found:
Internal sources (např. accounting annual report, reports from salespeople)
External sources (statistics, professional literature, internet…)

8. 2nd phase Field Research
Research in particular conditionss of target country, usually very costly, because it works with information which is not public availaible and which is gained specially for our needs – which is very demanding, therefore usually international or domestic research agencies are used
Methods:
questioning, monitoring, experiment

9. Written questionnaire
Common instrument of „Field Research“ and often first phase of market research is:
Written questionnaire
For representative enough sample of respondents
Questionnaire might be also electronical, in person….

10. The biggest problem when creating representative enough sample of respondents
is choosing the group,
which will as good as possible characterize
all characteristics of observed population, group
Another problem is choosing the right size of sample so that it provides sufficient guarantee of reliability of gained information.

11. Selecting a sample for market research is done in case we conduct a survey among a large number of respondents. If we conduct research among small number of respondents, we carry out the survey among all people concerned

12. 3/ How do we formulate questions for market research?
Survey can contain up to 10 types of questions.
only relevant for respondents, important.
0) Information on respondents
1) multiple choice question (1 answer correct)
2) multiple choice question (more answers correct)
3) Open question
4) Assesing scale
5) the same scale for more aspects
6) defining order (order the answers from 10 to …)
7) question regarding to a picture
8) question with selecting a picture as an answer
9) Information field

13. Other principles for creating a survey
No irrelevant questions, only things related to our survey
At the beginning the most interesting and important questions – get the respondent involved
At the end personal questions (delicate, confrontational), segmentation questions (age, sex, income, education….)
Open questions are hard to process afterwards, there is a wide range of answers

14. Correct grammar, punctuation, expressions
Closed questions are popular, because the offer different choices, also the answer „I don‘t know“, „no stated answer“, or „other“ + the possibility to write down respondent‘s own answer
Maximum 20 – 30 questions, if more it might be bothering
Correct grammar, punctuation, expressions
are a commonplace

15. This procedure is also recoomended
First pilot questionnaire with open questions, which shows us the way
To another questionnaire with closed questions… we get more accurate idea of the problem, which is examined by the survey

16. Golas and questions in a survey in relation to wishes and intentions of a company
What must be find out about the respondents: 1/ demographical data age, sex, nationality, phase of life cycle – young. older, family statem size o family, children, etc….. 2/ socio-economical data Family income, type of work (.. Choices: student, retired, unemployed, household...), education

17. 3) Sociopsychological data Lifestyle, stances, personality (enterprising, autoritative…) 4) Geographical data state, region (Morava, Porýní..), sire and type of town (according to the number of citizens – city, rural, suburban…), climate, landscape 5) Knowledge of offered product or brand, its assesment + types of usage of the „product“ 6) Required features of the product….