1. Yale Consultancy Sdn Bhd
Introduction to Marketing Research Yale Consultancy Sdn Bhd
Yale Consultancy Sdn Bhd

2. “It ain’t the things we don’t know that gets us in trouble
“It ain’t the things we don’t know that gets us in trouble. It’s the things we know that ain’t so.”
Artemus Ward
Yale Consultancy Sdn Bhd

3. What is Marketing?
Marketing has been defined by the AMA as an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

4. What is the Marketing Concept?
The Marketing Concept is a business philosophy that holds that the key to achieving organizational goals consists of the company’s being more effective than competitors in creating, delivering, and communicating customer value to its chosen markets.

5. What is Marketing Strategy?
A Marketing Strategy consists of selecting a segment of the market as the company’s target market and designing the proper “mix” of the product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market.

6. Marketing Research Defined
The systematic and objective process of generating information for aid in making marketing decisions
Yale Consultancy Sdn Bhd

7. What is Marketing Research? (Burns and Bush Definition)
Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.
Ch 1

8. What is Marketing Research? AMA definition
Marketing research: the function that links the consumer, customer, and public to the marketer through information – information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve the understanding of marketing as a process.
Ch 1

9. Market Research vs. Marketing Research
Market research: the “systematic gathering, recording, and analyzing of data with respect to a particular market, where ‘market’ refers to a specific group in a specific geographic area.”
Ch 1

10. Yale Consultancy Sdn Bhd
Case Study
Yale Consultancy Sdn Bhd

11. Learning by Doing: Let’s Apply Marketing to a Restaurant
Target market segment?
Marketing strategy
Location?
Menu?
Prices?
Type?
Advertising?
Ch 1

12. Restaurant Marketing Decisions
What if you owned a restaurant located in Austin, Texas near the University of Texas?
What would be your marketing strategy?
How certain are you that you made the right decisions?
Ch 1

13. Restaurant Marketing Decisions
What if the restaurant was located near a university in a foreign country like China, Thailand, Italy, Iceland, or Peru?
What would be your decisions?
How certain are you that you made the right decisions now?
So, what’s going on? Class comments?
Ch 1

14. Key Point
To practice marketing; to implement the marketing concepts; to implement marketing strategy, managers must make decisions.
Many decisions require additional information and marketing research is needed in order to supply that information.
Ch 1

15. We need Marketing Research to:
Make the “right” decisions to
Implement marketing
Practice the marketing concept and
Make the right decisions to select the right marketing strategy
Ch 1

16. The Marketing Research Process
Define the Problem
Develop an Approach to the Problem
Type of Study? Exploratory, Descriptive, Causal?
Mgmt & Research Questions, Hypotheses
Formulate a Research Design
Methodology
Questionnaire Design
Fieldwork
Prepare & Analyze the Data
Prepare & Present the Report
Yale Consultancy Sdn Bhd

17. What is the purpose of Marketing Research?
To link the consumer to the marketer by providing information that can be used in making marketing decisions
Ch 1

18. What are the uses of Marketing Research?
Identify marketing opportunities and problems
Generate, refine, and evaluate potential marketing actions
Monitor marketing performance
Improve marketing as a process
Ch 1

19. Marketing Research Types
Basic research
Applied research
Yale Consultancy Sdn Bhd

20. Basic Research Attempts to expand the limits of knowledge
Not directly involved in the solution to a pragmatic problem
Yale Consultancy Sdn Bhd

21. Basic Research Example
Do consumers experience cognitive dissonance in low-involvement situations?
Yale Consultancy Sdn Bhd

22. Applied Research
Conducted when a decision must be made about a specific real-life problem
Yale Consultancy Sdn Bhd

23. Applied Research Example
Should McDonalds add Italian pasta dinners to its menu?
Marketing research told McDonald’s it should not
Should Procter & Gamble add a high-priced home teeth bleaching kit to its product line?
Research showed Crest Whitestrips would sell well at a retail price of $44
Yale Consultancy Sdn Bhd

24. Scientific Method
The analysis and interpretation of empirical evidence (facts from observation or experimentation) to confirm or disprove prior conceptions
Yale Consultancy Sdn Bhd

25. Using Marketing Research
We can use Marketing Research to:
Identify & Evaluate Opportunities
Analyze Market Segments
Select Target Markets
Plan & Implement Marketing Mixes
Analyze Marketing Performance
Performance Monitoring Research
Yale Consultancy Sdn Bhd

26. Identifying and Evaluating Opportunities
Examples
Mattel Toys investigates desires for play experiences
Home cooking is on the decline. Purchase of precooked home replacement meals is on the rise.
Number of investors trading stock on the Internet is growing.
Yale Consultancy Sdn Bhd

27. Analyze Market Segments and Select Target Markets
Examples
Cadillac investigates buyers’ demographic characteristics
MTV, monitoring demographic trends, learns the Hispanic audience is growing rapidly
Sears learns women, age with average household income of $38,000, are core customers. Targets this market with "The Good Life at a Great Price. Guaranteed. Sears."
Yale Consultancy Sdn Bhd

28. Plan and Implement a Marketing Mix
Price: Safeway does a competitive pricing analysis
Distribution: Caterpillar Tractor Co. investigates dealer service program.
Product: Oreo conducts taste test, Oreo cookie vs. Chips Ahoy
Promotion: How many consumers recall the “Life Tastes Good. Coca Cola!” slogan?
Yale Consultancy Sdn Bhd

29. Analyze Marketing Performance
This year’s market share is compared to last year’s.
Did brand image change after new advertising?
Yale Consultancy Sdn Bhd

30. Performance-monitoring Research
Research that regularly provides feedback for evaluation and control
Indicates things are or are not going as planned
Research may be required to explain why something “went wrong”
Yale Consultancy Sdn Bhd

31. Determining When to Conduct Marketing Research
Time constraints
Availability of data
Nature of the decision
Benefits versus costs
Yale Consultancy Sdn Bhd

32. Determining When to Conduct Marketing Research
Time Constraints
Availability of Data
Nature of the Decision
Benefits vs. Costs
Is sufficient
time
available?
Information
already on
hand
inadequate?
Is the
decision of
strategic
or tactical
importance?
Does the
information
value
exceed the
research cost?
Conduct
Marketing
Research
Yes
Yes
Yes
Yes No No No No
Do Not Conduct Marketing Research
Yale Consultancy Sdn Bhd

33. Potential Value of a Marketing Research Effort Should Exceed Its Estimated Costs
Research expenditures
Delay of marketing decision and possible disclosure of information to rivals
Possible erroneous research results
Decreased uncertainty
Increased likelihood of correct decision
Improved marketing performance and resulting higher profits
Costs
Value
Yale Consultancy Sdn Bhd

34. IT IS NOT A REPLACEMENT FOR MANAGERIAL JUDGEMENT!!
ALWAYS Remember
Marketing Research is a tool.
It assists marketing managers in their decision making.
IT IS NOT A REPLACEMENT FOR MANAGERIAL JUDGEMENT!!
Yale Consultancy Sdn Bhd

35. Hot Topics in Marketing Research
Online Marketing Research
Growing Consumer/Respondent Resentment
Globalization
Ch 1

36. Hot Topics – Online Marketing Research
Online research: the use of computer networks, including the Internet, to assist in any phase of the marketing research process including development of the problem, research design, data gathering, analysis, and report writing and distribution.
Ch 1

37. Hot Topics – Online Marketing Research
Web-based research: research that is conducted on web applications; may use traditional methods as well as on-line research methods in conducting research on web-based applications… Usability studies
On-line survey research: collection of data using computer networks… Ordering samples online via Survey Sampling, Inc.
Ch 1

38. Hot Topics – Online Marketing Research
On-line survey research: collection of data using computer networks… Ordering samples online via Survey Sampling, Inc.
Ch 1

39. Hot Topics – Growing Consumer/ Respondent Resentment
Marketing research is invasive.
Telemarketers and direct marketers have abused “marketing research.”
The government through FTC has instituted a “Do not call” list.
The marketing research industry is so far excluded from the ban of the “do not call” regulations.
Ch 1

40. Hot Topics – Globalization
As marketing firms spread globally, so did marketing research firms.
According to Jack Honomichl, 48% of U.S. marketing research firms’ revenues were generated outside of U.S.
The top 25 marketing research firms in the world earn 67% of their revenues outside their own country.
Ch 1

41. Yale Consultancy Sdn Bhd
Thank You
Yale Consultancy Sdn Bhd