Marketing - Nghiên cứu thị trường

Ch−¬ng 2 Nghiªn cøu thÞ tr−êng Harcourt, Inc. Ch−¬ng 2. Nghiªn cøu tæng hîp vÒ thÞ tr−êng . i t t Þ t 1. Kh¸Ý niÖm vÒ thÞ tr−êng 2. Néi dung nghiªn cøu t/h vÒ thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 4. Ph©n ®o¹n thÞ tr−êng 5. Lùa chän thÞ tr−êng môc tiªu Ch−¬ng 2. Nghiªn cøu tæng hîp vÒ thÞ tr−êng . i t t Þ t 1. Kh¸Ý niÖm vÒ thÞ tr−êng 1.1. §Þnh nghÜa 1.2. Ph©n lo¹i thÞ tr−êng 1.3. Mèi quan hÖ gi÷a DN vμ TT Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 1. Kh¸i niÖm vÒ thÞ tr−êng 1.1. §Þnh nghÜa KTCT: ThÞ tr−êng lμ lÜnh vùc l−u th«ng, ë ®ã hμng hãa thùc hiÖn ®−îc gi¸ trÞ ®· ®−îc t¹o ra trong lÜnh vùc s¶n xuÊt MARK: Kotler, P., thÞ tr−êng lμ tËp hîp tÊt c¶ nh÷ng ng−êi mua hiÖn t¹i vμ tiÒm n¨ng ®èi víi mét s¶n phÈm Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 1. Kh¸i niÖm vÒ thÞ tr−êng 1.2. Ph©n lo¹i thÞ tr−êng (1) - C¨n cø vμo vÞ trÝ hμng hãa trong t¸i s¶n xuÊt - C¨n cø vμo tÇm quan träng cña thÞ tr−êng - C¨n cø vμo tÝnh chÊt kinh doanh - C¨n cø vμo quan hÖ cung cÇu - C¨n cø vμo lÜnh vùc kinh doanh - C¨n cø vμo ®èi t−îng l−u th«ng - C¨n cø vμo ph¹m vi l−u th«ng Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 1. Kh¸i niÖm vÒ thÞ tr−êng 1.2. Ph©n lo¹i thÞ tr−êng (2) Trong marketing . ThÞ tr−êng hiÖn t¹i . ThÞ tr−êng hçn hîp . ThÞ tr−êng tiÒm n¨ng . ThÞ tr−êng lý thuyÕt . ThÞ tr−êng thùc nghiÖm 1.2. Ph©n lo¹i thÞ tr−êng (2) ThÞ tr−êng tμi nguyªn Þ t t i ThÞ tr−êng Nhμ n−íc Þ t ThÞ tr−êng ng−êi tiªu dïng Þ tr i ti ThÞ tr−êng ng−êi s¶n xuÊt Þ t i t ThÞ tr−êng ng−êi trung gian Þ tr i tr i Tμi nguyªni Tμi nguyªni Hμng ho¸, dÞch vô , Þ Hμng ho¸, dÞch vô , Þ TiÒn tÖi tTiÒn tÖi t TiÒn tÖi tTiÒn tÖi t ThuÕ, hμng ho¸ , ThuÕ ThuÕ, hμng ho¸ , ThuÕ, hμng ho¸ , DÞch vô, tiÒn tÖ Þ , ti t DÞch vô, tiÒn tÖ Þ , ti t DÞch vô, tiÒn tÖ Þ , ti t DÞch vô, tiÒn tÖ Þ , ti t Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 1.2. Ph©n lo¹i thÞ tr−êng (1) C«ng ty ThÞ tr−êng nh÷ng ng−êi trung gian ThÞ tr−êng c¬ quan Nhμ n−íc ThÞ tr−êng c¸c nhμ s¶n xuÊt ThÞ tr−êng ng−êi tiªu dïng ThÞ tr−êng quèc tÕ Mét sè kiÓu thÞ tr−êng Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 1. Kh¸i niÖm vÒ thÞ tr−êng 1.3. Mèi quan hÖ gi÷a DN vμ TT . Quan hÖ gi÷a DN vμ NTD . Hai chu tr×nh cña qu¸ tr×nh trao ®æi . Th«ng tin . Kinh tÕ . Marketing thóc ®Èy qu¸ tr×nh trao ®æi thuËn lîi nhÊt Ch−¬ng 2. Nghiªn cøu tæng hîp vÒ thÞ tr−êng . i t t Þ t 2. Néi dông nghiªn cøu t/h vÒ thÞ tr−êng 2.1. Nghiªn cøu kh¸ch hμng 2.2. Nghiªn cøu hμng hãa 2.3. X¸c ®Þnh quy m«, ®Æc tÝnh TT Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 2. Néi dung nghiªn cøu thÞ tr−êng 2.1. Nghiªn cøu kh¸ch hμng . Kh¸ch hμng quyÕt ®Þnh sù tån tại của doanh nghiÖp . Môc tiªu: hiÓu biÕt kh¸ch hμng, nhu cÇu, thÞ hiÕu, l−îng cÇu ... a. X¸c ®Þnh kh¸ch hμng b. Nh÷ng yÕu tè ¶nh h−ëng ®Õn quyÕt ®Þnh mua hμng c. Ph©n tÝch c¸c thãi quen mua hμng . Cña ng−êi tiªu dïng . Cña doanh nghiÖp Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 2. Néi dung nghiªn cøu thÞ tr−êng 2.2. Nghiªn cøu hμng hãa a. ChÊt l−îng hμng hãa b. N¨ng lùc c¹nh tranh cña hμng hãa c. Ph¹m vi sö dông cña hμng hãa Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 2. Néi dung nghiªn cøu thÞ tr−êng 2.3. X¸c ®Þnh quy m« ®Æc tÝnh thÞ tr−êng a. X¸c ®Þnh quy m« cña thÞ tr−êng b. §Æc ®iÓm cña thÞ tr−êng Tiªu dïng & Doanh nghiÖp Ch−¬ng 2. Nghiªn cøu tæng hîp vÒ thÞ tr−êng . i t t Þ t 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.1. X¸c ®Þnh vÊn ®Ò nghiªn cøu 3.2. Thu thËp th«ng tin thø cÊp 3.3. Thu thËp th«ng tin s¬ cÊp 3.4. Ph©n tÝch th«ng tin 3.5. Giíi thiÖu c¸c kÕt qu¶ nghiªn cøu 3.6. Sö dông c¸c kÕt qu¶ nghiªn cøu Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.1. X¸c ®Þnh vÊn ®Ò nghiªn cøu . QuyÕt ®Þnh th«ng tin cÇn thu thËp . §Þnh h−íng nghiªn cøu . Tr¸nh sai lÇm . §¹t ®−îc môc tiªu nghiªn cøu Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.2. Thu thËp th«ng tin thø cÊp . ¦u ®iÓm cña th«ng tin thø cÊp . Nh−îc ®iÓm cña th«ng tin thø cÊp . Nguån th«ng tin thø cÊp . Trong doanh nghiÖp . Ngoμi doanh nghiÖp . Yªu cÇu cña thu thËp th«ng tin thø cÊp Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.3. Thu thËp th«ng tin s¬ cÊp . ¦u ®iÓm cña th«ng tin s¬ cÊp . Nh−îc ®iÓm cña th«ng tin s¬ cÊp . KÕ ho¹ch nghiªn cøu t¹i hiÖn tr−êng 4 ph−¬ng ph¸p . §iÒu tra, pháng vÊn s©u. focus group . Ph−¬ng ph¸p quan s¸t . Ph−¬ng ph¸p tr¾c nghiÖm . Ph−¬ng ph¸p m« pháng Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.4. Ph©n tÝch th«ng tin . Tæng quan . Tæng quan qu¸ tr×nh xö lý th«ng tin . T¹i sao cÇn xö lý th«ng tin . Kü thuËt xö lý th«ng tin . Giíi thiÖu c¸c kü thuËt . Thùc hμnh chuyªn s©u víi phÇn mÒm SPSS Overview of the Stages of Data Analysis (Zikmund 1997) i l i ( i ) Editing Coding Data Entry Data Analysis Descriptive Analysis Univariate Analysis Bivariate Analysis Multivariate Analysis Interpretation Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.5. Giíi thiÖu kÕt qu¶ nghiªn cøu . B¸o c¸o kÕt qu¶ nghiªn cøu . Ng«n ng÷, thuËt ng÷ cÇn diÔn ®¹t ®Ó ng−êi ®äc hiÓu ®−îc Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.6. Sö dông kÕt qu¶ nghiªn cøu . §−a ra c¸c quyÕt ®Þnh . X©y dùng c¸c chÝnh s¸ch kinh doanh . Dù ®o¸n vÒ thÞ tr−êng Ch−¬ng 2. Nghiªn cøu tæng hîp vÒ thÞ tr−êng . i t t Þ t 4. Ph©n ®o¹n thÞ tr−êng 4.1. Kh¸i niÖm vμ môc ®Ých 4.2. C¸c tiªu thøc ®Ó ph©n ®o¹n 4.3. Yªu cÇu ®èi víi viÖc ph©n ®o¹n Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 4. Ph©n ®o¹n thÞ tr−êng 4.1. Kh¸i niÖm vμ môc ®Ých Kh¸i niÖm: Môc ®Ých cña p®tt: . §ång nhÊt . HiÓu biÕt c¬ cÊu . Hì trî lùa chän thÞ tr−êng môc tiªu . Ph¸t hiÖn khe hë thÞ tr−êng . T¨ng n¨ng lùc c¹nh tranh Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 4. Ph©n ®o¹n thÞ tr−êng 4.2. C¸c tiªu thøc ®Ó ph©n ®o¹n . Kh«ng cã tiªu thøc ph©n ®o¹n thèng nhÊt . C¸c tiªu thøc ph©n ®o¹n phøc t¹p Ph©n ®o¹n thÞ tr−êng tiªu dïng Ph©n ®o¹n thÞ tr−êng c«ng nghiÖp Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 4. Ph©n ®o¹n thÞ tr−êng 4.2. C¸c tiªu thøc ®Ó ph©n ®o¹n Ph©n ®o¹n thÞ tr−êng tiªu dïng . Theo ®Þa lý . Theo t©m lý . Theo hμnh vi . Theo nh©n khÈu häc Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 4. Ph©n ®o¹n thÞ tr−êng 4.2. C¸c tiªu thøc ®Ó ph©n ®o¹n Ph©n ®o¹n thÞ tr−êng c«ng nghiÖp . Ngμnh kinh tÕ . Quy m« xÝ nghiÖp . Khèi l−îng ®¬n hμng . H×nh thøc së h÷u Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 4. Ph©n ®o¹n thÞ tr−êng 4.3.Yªu cÇu ®èi víi ph©n ®o¹n TT . Râ rμng, thÓ hiÖn sù kh¸c biÖt gi÷a c¸c ®o¹n tt . §¸p øng ®−îc môc tiªu cu¶ c«ng ty C¸c b−íc . Dùa trªn kÕt qu¶ Nghiªn cøu thÞ tr−êng . Ph©n tÝch so s¸nh c¸c ®iÓm gièng vμ kh¸c nhau . Dùa trªn ®Æc ®iÓm cña hμng hãa ®Ó lùa chän tiªu thøc . Ph©n ®o¹n theo c¸c tiªu thøc, vμ so s¸nh c¸c ®o¹n . KiÓm tra sù phï hîp gi÷a tiªu thøc vμ s¶n phÈm Ch−¬ng 2. Nghiªn cøu tæng hîp vÒ thÞ tr−êng . i t t Þ t 5. Lùa chän thÞ tr−êng môc tiªu 5.1. Lùa chän thÞ tr−êng môc tiªu 5.2. Yªu cÇu ®èi víi thÞ tr−êng môc tiªu 5.3. C¸c ph−¬ng ¸n ®Ó Cty lùa chän ttmt Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 5. Lùa chän thÞ tr−êng môc tiªu 5.1. Lùa chän thÞ tr−êng môc tiªu Kh¸i niÖm: Lμ thÞ tr−êng mμ c«ng ty lùa chän vμ h−íng tíi ®Ó cung cÊp nh÷ng hμng hãa, dÞch vô nh»m ®¹t ®−îc c¸c môc tiªu kinh doanh cña m×nh. ThÞ tr−êng thÝch hîp nhÊt ®èi víi tiÒm n¨ng c«ng ty vμ hy väng sÏ ®em l¹i hiÖu qu¶ kinh doanh cao. Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 5. Lùa chän thÞ tr−êng môc tiªu 5.2. Yªu cÇu ®èi víi thÞ tr−êng môc tiªu . TËp trung nhu cÇu . C«ng ty cã kh¶ n¨ng ®¸p øng nhu cÇu ®ã . L−îng cÇu cña thÞ tr−êng môc tiªu . Môc tiªu doanh sè vμ lîi nhuËn . Cã triÓn väng ph¸t triÓn . ViÖc th©m nhËp kh«ng qu¸ khã . Kh«ng tËp trung c¹nh tranh Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003 Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 5. Lùa chän thÞ tr−êng môc tiªu 5.3. C¸c ph−¬ng ¸n ®Ó Lùa chän thÞ tr−êng môc tiªu . Toμn bé ng−êi tiªu dïng lμ ttmt . Chän mét sè ph©n ®o¹n . Chän mét ph©n ®o¹n thÝch hîp nhÊt C¨n cø . TÝnh ®ång nhÊt cña s¶n phÈm . TiÒm n¨ng doanh nghiÖp . Vßng ®êi s¶n phÈm . C¹nh tranh trªn thÞ tr−êng Ch−¬ng 2. Nghiªn cøu tæng hîp vÒ thÞ tr−êng . i t t Þ t 1. Kh¸Ý niÖm vÒ thÞ tr−êng 2. Néi dông nghiªn cøu t/h vÒ thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 4. Ph©n ®o¹n thÞ tr−êng 5. Lùa chän thÞ tr−êng môc tiªu Marketing Decision Support Systemi i i Q Collection of internal and external data Q Marketing information system and storage Q Dissemination of information to decision-makers Q Integration of data into company objectives/plans Research Process Present Findings Analyze Information Primary Research Quick Primary Research Secondary Research Define Problem Problem Recognition Consumer Research Q Qualitative observation research Q Customer visits in business-to- business marketing Q Focus group research Q Electronic observational research Q Decision support systems Q Consumer survey research Q Secondary data analysis Qualitative Observation Research Q Voice of the customer Consumer Research Q Hands-on consumer research Q Motivational research Qualitative Observation Research Consumer Research Q Expression of the preferences, opinions and motivations of the customer Q Voice of the customer Q Hands-on consumer research Q Motivational research Qualitative Observation Research Consumer Research Q Conducted by direct observation by managers of the way current customers use specific products and brandsQ Motivational research Q Voice of the customer Q Hands-on consumer research Qualitative Observation Research Consumer Research Q Research method directed at discovering the conscious or subconscious reason that motivates a person’s behavior Q Voice of the customer Q Motivational research Q Hands-on consumer research Customer Visits in Business-to-Business Marketing Consumer Research Focus Group Research Consumer Research QA focus group is a carefully recruited group of Q Six to twelve people who participate in a free wheeling, QOne to two hour discussion that focuses on a particular Q Subject, such as product usage, shopping habits, etc. Electronic Observational Research Consumer Research QBar-coding and scanning Decision Support Systems Consumer Research QA decision support system (DSS) is a set of computer Q Software programs that help managers QMake marketing mix decisions. Decision Support Systems Consumer Research Customer sends in warranty card, enters sweepstakes, etc. Permission is given to to record and use information for direct marketing Database elements are specified (name, address, hobbies, etc.) The source of record and data are added Record is added to database using database management software (e.g., Microsoft Access) Target segment is specified and deep- segmentation statistical analysis identifies hobbies, interest, usage situation, and promotion preferences Most appealing direct- marketing campaign is designed to promote most appealing products and features to target segment Database is updated, recording response of customer to campaign 1 2 3 4 56 Components of a System Decision Support System Dissemination to decision makers Marketing Information System Integration with planMarketing Database Marketing Database Decision Support System External components Q Secondary data Q Purchase of syndicated commercial data Q Marketing research Internal components Q Sales analysis Q Cost analysis Q Financial records Consumer Survey Research Consumer Research Criteria Direct/Cold Mailing Mail Panels Telephone Personal In- Home Mall Intercept Complexity and versatility Not much Not much Substantial, difficult to use Highly flexible Most flexible Quantity of data Substantial Substantial Short Greatest quantity Limited to < 25 minutes Sample control Little Substantial Good, nonlisted a problem Greatest controls Problematic Quality of data Better for sensitive questions, no claifier Clear up ambiguities, socially accepted answers Cheating Unnatural testing bias Response rate ~10% 70-80% 60-80% 80% + 0.8 Speed Several weeks + follow ups Several weeks 3-4 weeks Faster than mail, slower than telephone A few days Cost $2.50 per interview Lowest Not as low as mail Relatively expensive Less expensive than in-home Uses Executive, industrial, medical, readership All areas Studies that require national samples Product testing Pervasive-concept tests, name tests, package tests, copy tests Consumer Survey Research Consumer Research Q The consistency of measurement over time Q Validity Q Reliability Consumer Survey Research Consumer Research Q The accuracy in measuring what is intended to be measured Q Reliability Q Validity Secondary Research Consumer Research www.stat-usa.gov www.yahoo.com www.altavista.com www.lycos.com www.census.gov Competitor Research Q Research Market History Q Audit Current Competitors Competitor Research QResearching the history of the market Q Identifies the marketing mix and product Qdimensions on which sellers have competed strong Q Research Market History Q Audit Current Competitors Levels of Competition Competitor Research Target Segment Competition: Diet Colas Product Category Competition: Soft Drinks Core Benefit Competition: Beverages Budget Competition: Food and Entertainment Fast Food Baseball Cards Ice Cream Wine Bottled Water Coffee Juice Beer Fruit Colas Lemon Limes Regular Colas Diet-Rite Cola Diet Pepsi Diet Coke Current and Potential Competition Competitor Research Threat of new entrants, including those resulting from mergers and takeovers Distributors who work to make you more competitive or play you against your competition Suppliers who work to make you more competitive or play you against your competition Threat through vertical integration or encouraging new entry Threat through vertical integration or encouraging new entry Threat through joint venturing or encouraging entry Threat through joint venturing if suppliers’ product/services are involved Competition among current rivals Substitute threats Competitor Research Q Audit Current Competitors Q Research Market History QAuditing current competitors Q Identification of rivals from which you are gaining Qbusiness and to which you are losing business New Competitive Threats Audit Competitor Research New Technology - Converging Markets Threat What price changes in other technology markets appear to influence our sales? Is this effort changing? Which new technology or service is starting to be considered as a substitute for our product or service by consumers? Is this occuring in any particular usage situation or by any particular group of buyers? Are our existing channels encouraging such sub What is our closest new technological or service competition? Who is the major mover and shaker in this new industry? What appears to be its current objective and strategy? What is its growth rate? What has been its effect on our sales? What further threat does it pose? What constraints does it face? Channel Integration Threat Which supplier is most likely to become a downstream direct competitor in the near future? Why? How would it do it? Is there any evidence of this occuring? Which customers are most likely to become upstream, do-it-themselves competitors in the near future? Why? How would they do it? Does any evidence of such plans exist? Competitor Takeover - Merger Threat Which mergers, takeovers, or trading coalitions among competitors or from inside pose the greatest threat to our position? What evidence exists that this is likely to occur? A Competitive Analysis Template Competitor Research Q Audit Current Competitors Q Research Market History Q Evaluate w/respect to: Q Financial Position Q Market Position Q Product Position Q Price Position Q Inbound Logistics Q Production Process Q Outbound Logistics Q Trade Relations Q Advertising & Promotions Q Sales Force Process Channel Research Summary Evaluation Competitive Selling Effort Image and Reputation Quality of locations Geographical markets/customer segments served Quality of advertising Major strength, unique value, and importance of this reseller Quality of premises Major weakness and failure of reseller Quality of sales staff Special personal relations with supplier Sales-staff knowledge of our products Inventory management Extent we are treated as a preferred supplier Special marketing efforts and cooperation Purchasing Behavior Recent ordering history Detailed Evaluation Volume deals/discounts sought and given Trading Performance Other allowances and considerations sought and given Annual sales Freight Annual sales of our product Cooperative advertising Contribution earned from sales to this reseller Promotions Average stock-turn of our products Returns Past average stock-turn of our products Push money and sales contests Profit performance Special credit terms AMA Definition of Marketing Research i i i i Q Specifies the information needed Q Designs the method of collecting information Q Manages and implements the data collection process Q Analyzes the results Q Communicates the findings and implications Types of Marketing Research Firms QSyndicated Service Firms QFull-Service Research firms Types of Marketing Research Firms QCollect and distribute for many firms Q Firms share the cost Q Examples: A.C. Nielsen, J.D. Powers, Simmons, Arbitron Syndicated Service Firmsi i i Types of Marketing Research Firms Q Collect and distribute for one client Q Client assumes entire cost of project Q Research firm takes over marketing research function on behalf of client Full-Service Research Firmsll i i The Marketing Research Process F e e d b a c k F e e d b a c k QDefine the problem QResearch design QData collection QAnalysis, interpretation and presentation Problem Definition The Marketing Research Process QWell defined problems are half solved QHelp set research objectives QHelp define data collection process Exploratory Research The Marketing Research Process Q Helps gain understanding of the research question Q Aids in understanding the cause(s) of the problem Q Discuss the problem with informed sources - customers, suppliers, etc. Q Analyze internal records and data The Marketing Research Process F e e d b a c k F e e d b a c k QResearch design QData collection QAnalysis, interpretation and presentation QDefine the problem Research Design The Marketing Research Process QMaster plan for research Q Identifies the need for primary versus secondary data Research Design The Marketing Research Process Primary Data Q Information or statistics collected for the first time during a marketing research study Secondary Data Q Previously published data Sources of Primary Data The Marketing Research Process Survey Method Q Telephone interviews Q Mail surveys Q Personal interviews Q Focus group interviews Observation Method Q Observational studies are conducted by actually viewing objects, events, and/or a person’s behavior Sources of Primary Data The Marketing Research Process Experimental Methodi l Q In experiments the researcher manipulates one or more of the marketing mix variables and compares the effect on the experimental group to a control group that did not receive the manipulation Sources of Secondary Data The Marketing Research Process Government Data Q Census of Population Q Census of Housing Q Census of Business Q Census of Manufacturers Q Census of Agriculture Q Census of Minerals Q Census of Governments Internal Data Q Includes sales analysis reports, financial performance reports, cost analysis, product profit/loss statements, etc. Sources of Secondary Data The Marketing Research Process Research Firm Data Q Many private organizations provide information for the marketing executive e.g. trade associations, advertising agencies, “Survey of Buying Power.” The Marketing Research Process F e e d b a c k F e e d b a c k QAnalysis, interpretation and presentation QDefine the problem QResearch design QData collection Sampling Techniques The Marketing Research Process Population Q Total group that the researcher wants to study Census Q Collection of data from all possible sources in a population or universe Sampling Techniques The Marketing Research Process Probability Sample Q Sampling techniques where respondents have a known (nonzero) chance of being chosen Sampling Techniques The Marketing Research Process Probability Sample Simple Random Sample Q Probability sample where researchers choose respondents from a complete list of the population Sampling Techniques The Marketing Research Process Q Probability sample where researchers divide the complete population list into groups and then use single random sampling techniques on the subgroups Probability Sample Simple Random Sample Stratified Sample Sampling Techniques The Marketing Research Process Probability Sample Simple Random Sample Stratified Sample Cluster Sample Q Probability sample where researchers randomly choose areas of geographic clusters before random cluster selection Sampling Techniques The Marketing Research Process Q Arbitrary sampling technique where respondents have an unknown or zero chance of being chosen for the sample Nonprobability Sample Sampling Techniques The Marketing Research Process Q Nonprobability sample where researches choose respondents based on ease of availability of respondents Nonprobability Sample Convenience Sample Sampling Techniques The Marketing Research Process Q Nonprobability sample where researchers conveniently match characteristics in the population with quotas Nonprobability Sample Quota Sample Convenience Sample Sampling Techniques The Marketing Research Process Q Nonprobability sample based on arbitrary judgments by the researcher Nonprobability Sample Convenience Sample Quota Sample Judgement Sample The Marketing Research Process F e e d b a c k F e e d b a c k QDefine the problem QResearch design QData collection QAnalysis, interpretation and presentation Analysis, Interpretation, and Presentation The Marketing Research Process QMust present findings in clear, understandable manner QCommunicate properly with audience