1. Marketing Research

2. What is Marketing Research?
Is the process of systematically gathering, recording, and analyzing data concerning a particular marketing problem
Example problems:
Who buys our product(s)
Why do they buy our product(s)
How can we make our products better
What are consumers willing to pay
How can we reach our consumers
What new products do consumers want?
Who is our competition?

3. Who uses marketing research?
Marketing Managers
Research and development professionals
Advertising
Business development executives

4. Traditional marketing research techniques
Surveys (print, web-based)
Interviews (phone, in person)
Data from previous customer transaction or sales records
Focus groups
Marketing “ethnographics” (in which the researcher becomes part of the consumer’s world for a limited time, closely observing situations and behaviours)

5. Technology and marketing data
Advances in technology are radically changing the way marketer obtain and use information
Online surveys provide quick results and data that is ready to analyze
Commercial databases can be used online for a fee
Information provided by a single firm on household demographics, purchases, television viewing behavior, and responses to promotions is called “single-source data”

6. Marketing research for product development
-leads to understanding the market's needs
-identifies gaps
Concept Development
-translate research into concepts for new/improved products or promotions
-test concepts with more research
Product Development
-all 4 Ps (product, price, promotion and place) specifically address target market's needs, determined through research
-minimizes risk since development is based on consumer feedback

7. Research and the marketing plan
Marketing research, if well done, provides a strong basis for a marketing plan
Good marketing research reduces risk, since it provides information about the 4Ps relate to both competition and consumers
All parts of the marketing plan should be backed up by marketing research

8. Surveys
Types of questions

9. sampling
Collecting data from an entire population is usually costly and impractical. The population is the whole group of people we are trying to research. Therefore researchers collect data from a sample, a small group from the population.

10. Sampling Methods
Stratified Sampling: when you group population and then collect data from a proportional amount of each group
Cluster Sampling: when you choose your sample based on a similarity such as living on the same street
Convenience Sampling: when you stay in one location and survey those people who come by
Systematic Sampling: When you take the number of people you want to collect data from and divided the population by this number, x, and then survey ever xth person
Simple Sampling: when you randomly choose the people for your group

11. Survey Questions There are two main types of survey questions.
An open-ended question is when the respondent has to construct their own response to a question.
For example: What changes would you make to this vehicle?
A forced-choice question is when the respondent is forced to pick from answers provided by the surveyor. There are four types of force-choice questions.

12. Forced type questions Type 1: Yes/No Questions
For Example: Do you like chocolate? Yes/No

13. Forced Type Questions Type 2: Multiple-Choice Questions
For example: How do you take your coffee?
Double-double
Sugar/sweetner only
Milk only
Cream only
black

14. Forced Type Questions Type 3: Rating Scale Question
For example: On a scale of 1 to 10, 1 being horrible and 10 being amazing, how would you rate the service at New Orleans Pizza.

15. Forced Type Questions Type 3: Level of Agreement
For example: Please pick your level of agreement to the following statement: I love chicken noodle soup
Strongly disagree
Disagree
Neutral
Agree
Strongly agree