Download Mkt Research CH02

02
Planning research
NigelBradley:
Bradley:Marketing
Marketing
Research
Tools
andTechniques,
Techniques,
Second
Edition
Nigel
Research
– –Tools
and
Second
Edition
Oxford
University
Press
2010.
©©
Oxford
University
Press
2010.
“Pssst…”
“Most market research is a waste of time.
The money is wasted, because the
company has not defined the market
properly or segmented it properly.”
Malcolm McDonald,
Emeritus Professor at
Cranfield University School of Management
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
Learning Outcomes
You should be able to:
1. Explain stages of the research using the
Marketing Research Mix
2. Describe the options available
3. Prepare a research brief and proposal
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
The Marketing
Research Mix
• A way to approach the complex area of designing
research
• Similar to the “marketing mix” - four Ps.
• These are sequential and match the main phases
that need to be followed, they are:
Purpose
• Definition of problem
• Objective setting
Population
• Research design
• Instrument design
Procedure
• Data collection
• Data processing
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
Publication
© Oxford University Press 2010.
• Analysis
• Reporting and
recommendations
The Marketing
Research Mix
Purpose covers the objectives.
Population prompts the researcher to
consider the target audience, customer or
player.
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
The Marketing
Research Mix
Procedures concern data capture,
processing and analysis. Procedures may
be
qualitative or quantitative;
Secondary or primary methods;
in person, by phone, by post, or online.
Publication concerns communicating results
by written reports and spoken presentation
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
The Marketing
Research Process
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
The Marketing
Research Process
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
Avoid unwanted
results
If we change the basic procedures of research we
change the outcome.
These variables will alter results:
• Sample
• Question Wording
• Interviewers
• Contact Method
• Cost
Changes
to anyResearch
of these
will
affectSecond
results
Nigel Bradley: Marketing
– Tools and
Techniques,
Edition
© Oxford University Press 2010.
The options available to
the researcher
The procedures available to the researcher
can be seen as “building bricks” made up of:
 desk research,
 qualitative research
 quantitative research
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
Building Blocks
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
Traditional Design
• Desk research (secondary data)
 discovers parameters of the population
• A first qualitative stage
 fine tunes the objectives
 outlines areas to be quantified
 helps to devise a questionnaire
• A quantitative stage
 measures the identified opinions, attitudes & behaviours
• A final qualitative stage
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
 investigates issues raised in the main fieldwork
© Oxford University Press 2010.
Supplier Selection
A search for a supplier includes these steps:
1. Internal discussions
2. Creation of a brief
3. “Long List” of agencies
4. “Short List” of agencies
5. Briefing meeting
6. Response to queries
7. Receipt of proposals
Nigel
Marketingor
Research
– Tools and
Second Edition
8. Bradley:
Rejecting
accepting
a Techniques,
proposal
© Oxford University Press 2010.
Protecting client
identity
• Project confidentiality and client identity should be
considered at the planning stage
• Keeping identity secret from a respondent can be
important:
To avoid biased remarks
For commercial sensitivity
• The right to client anonymity is built into
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© professional
Oxford University Press 2010.
codes of conduct
Briefs & proposals
• Successful marketing research takes place
when all people involved in the research
know what is happening.
• Briefing documents are produced by clients,
proposals are produced by research
agencies.
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
• Both documents explain what is expected
© Oxford University Press 2010.
Sections of the Brief
It is good practice to create a full written brief with
these sections:
1. Background of the Company
2. Background to the problem
3. Research objectives
4. Methodological preference
5. Reporting expectations
6. Timing
7. Bradley:
Budget
considerations
Nigel
Marketing
Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
Playing Negotiating
Games
Clients want a good deal; agencies want work, but
• Some clients ask for several proposals to take the best ideas
• Sometimes clients won’t give their budget, they fear the agency will plan
to spend it all
• Agencies say without a budget, they propose unaffordable solutions
Problems can be avoided by developing good
working relationships.
Asking for no more than 3 proposals is
Nigel
Bradley: Marketing Research – Tools and Techniques, Second Edition
reasonable
© Oxford University Press 2010.
Preparing a proposal
• The proposal is written by the research
agency to show that they:
understand the needs
have relevant experience
• It is used to select the most appropriate
supplier
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
• Proposals become legal agreements
© Oxford University Press 2010.
Proposal Sections
1.
2.
3.
4.
5.
6.
7.
8.
Background
Objectives
Methodology (with sub-sections)
Reporting
Timing
Costs
Terms of Business
Credentials
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
Ignoring Objectives
Our thinking is dominated by
1.
2.
The subject area
How to carry out the project.
But the objectives must generate the topics
for investigation and they must dictate
how a study is conducted
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.