Tài liệu Giáo trình: Marketing Management_ Chapter 03 pptx

Key Learning Pointsƒ The scope of marketing research activities ƒ Where to find secondary sources of information ƒ Primary sources of marketing research information ƒ Developing estima

Chapter

3

Marketing Research

Key Learning Points

ƒ The scope of marketing research activities

ƒ Where to find secondary sources of

information

ƒ Primary sources of marketing research

information

ƒ Developing estimates of market potential

ƒ Developing sales forecasts

ƒ The impact of the Internet on marketing

research

Marketing Research

ƒ Three Major Functions of Research

– Scanning for opportunities and threats.

• Markets, competitors, technology, and regulatory, economic, political, social, and cultural environments

– Risk assessment of future programs.

• Current customers, competitors’ customers, nonusers

– Monitoring of current programs.

• Performance evaluation of all segments

Figure 3-1:

Overview of the Marketing Research Process

Product & Service

Decisions

“ Secondary information sources

are those that already exist and

were not developed for the

particular problem at hand.”

“Primary information sources are

those that are generated for the

particular problem being studied.”

- Russell S Winer

Product & Service

Decisions Key Decisions

The Research Process

The Research Process

– Internal sources of information

exist within the organization.

• Past marketing plans

• Sales call reports

• Transaction information

• Reverse engineering or benchmarking reports

• Web site visitation information

The Research Process

– Intranets share information in

multinational organizations

– Key problem with internal

information is obtaining

information in a usable format

– Territorialism can be a problem

when other departments are

unwilling to share information

The Research Process

– Trade associations

– General business publications (e.g Wall

– Trade publications (e.g Adweek )

– Academic publications (e.g Journal of

– Corporate reports

– Government publications and census

Not all information posted

to the web is equally reliable What factors would you consider in

the secondary data?

Discussion Question

Visiting Yahoo! and searching on the topic of your choice will yield

thousands of “hits.”

Click the graphic above to link to Yahoo!

The Research Process

– Informal

• Not representative samples.

• Useful in helping to form hypotheses

to be tested via more formal research.

• Information should be obtained from both channel members (wholesalers, distributors, retailers) and users.

• Mystery shoppers

The Research Process

ƒ Primary Data Sources: Types of

The Research Process

ƒ Qualitative Research: Focus Groups

– May be used for exploratory, clinical, or phenomenological purposes

The Research Process

ƒ Qualitative Research: Focus Groups

– Results are not generalizable

– Most misused research technique

The Research Process

ƒ Primary Research: Observations

and Ethnographic Research

– Observation research

• One-way mirrors

• In-home product audits

• Pupil dilation and physiological measures

– Ethnographic research

• Researchers are often trained in anthropological training

– Virtual shopping

The Research Process

ƒ Primary Research: Surveys

– Questionnaires are administered as a form of quantitative research

• Descriptive surveys are undertaken to collect facts (e.g describe demographic or lifestyle characteristics of segment)

• Scientific surveys test hypotheses

– Key issues in survey design

• Sampling considerations

• Type of survey to be used

The Research Process

– Population or “universe” from which

the sample is drawn

• Biased samples are not representative;

results can not be generalized

– Sampling method

• Random (probability) samples are preferred

as each member of the population has a known, nonzero chance of being selected

– Nonresponse bias can also damage the validity of the results

The Research Process

ƒ High response rate

ƒ High potential for interviewer bias

ƒ Long time to obtain data

ƒ High flexibility in terms

of survey format and question types

ƒ

Survey Types

The Research Process

ƒ Medium response rate

ƒ Medium potential for interviewer bias

ƒ Short time to obtain data

ƒ Medium flexibility

ƒ Low nonresponse bias

Key Strategies

The Research Process

ƒ Low response rate

ƒ Low potential for interviewer bias

ƒ Long time to obtain data

ƒ Low flexibility

ƒ

Key Strategies

The Research Process

ƒ Low response rate

ƒ Low potential for interviewer bias

ƒ Short time to obtain data

ƒ Medium flexibility

ƒ High nonresponse bias

Key Strategies

Product & Service

Decisions

“ A panel is a set of customers

who are enlisted to give responses

to questions or to provide data

repeatedly over a period of time

The main benefit of a panel is the

ability to observe changes in

behavior caused by changes in

marketing variables or other

factors in the marketplace.”

- Russell S Winer

The Research Process

ƒ Primary Data Source: Panels

– Provide both cross-sectional and time-series data.

– Several problems with panel data:

– Types of panels:

The Research Process

ƒ Primary Data Source: Experiments

– Experiments are the only legitimate

method of determining cause & effect.

The Research Process

ƒ Primary Data Source: Models and

The Research Process

ƒ Global Considerations in Marketing

Research

– The complexity of the research design is

enhanced; global research requires more time

in defining relevant units of analysis.

– Difficulties will arise in establishing

comparability and equivalence.

– Coordination of research and data collection across countries needs to be standardized, adding cost and time to research process.

– Intrafunctional aspect of international

marketing decision-making.

Product & Service

Decisions

Potential: “The maximum sales

reasonably attainable under a

given set of conditions within a

specified period of time.”

Forecast: “The amount of sales

expected to be achieved under a

set of conditions within a specified period of time.”

- Russell S Winer

Market Potential and

Sales Forecasting

ƒ Market potential can be used to:

– Allocate resources over a product line

– Help set product objectives

– Develop sales territories, set quotas, and

assign salespeople to territories

ƒ Steps to developing market potential:

– Determine the potential buyers or users of the products

– Determine the number of customers in each group of buyers as identified in step 1

– Estimate the potential purchasing / usage rate

Product & Service

Decisions

Market Potential Calculation for

U.S Disposable Diaper Market

allergic to any disposable diaper component

5% allergic incidence

= 3,762,000 0-1 yrs; 3,724,390 1-2 yrs; 3,687,136 2-3 yrs

2-3 yrs: 3/day

Product & Service

Decisions

Market Potential Calculation for

U.S Disposable Diaper Market

Market Potential and

Sales Forecasting

ƒ Forecasting is used to understand how much growth you can reasonably expect

in your own sales.

– Situational analysis involves forecasting of competitive actions, consumer trends, and

economic factors that affect product sales.

ƒ Sales forecasts are essential for

production planning & inventory control.

ƒ Scenario planning forecasts alternative outcomes based on changes in key

marketing input variables.

Market Potential and

Market Potential and

survey questions are used to determine sales forecast

Forecasting

Market Potential and

ƒ Types:

sales with current period forecast to derive future forecast

analysis or analyzing slope of line and

Forecasting

Market Potential and

market factors to sales