Download Marketing market research

RESEARCH OF BEHAVIOUR
IN MARKETING
L6
Ing. Jiří Šnajdar
2013
6 Marketing research
6. 1. Definition
Market research is discipline with long history,
developed and is developing in theoretical and
practical application level. Went through different
phases and use knowledge from scientific spheres,
from mathematics and statistics to psychology. On its
developments participate markedly computerisation.
Working papers of market research, done systematic
and long-termed, are successfully used for obtaining
of information by means of modern process datamining etc.
Marketing market research
Under marketing research we understand :
• collection
• analysis
• generalising of information used for marketing
activities
Information collection incorporates usually :
• desk research
• field research - collects information in terrain,
most often used methods are :
- inquiry
- observing
- experiment
Analysis : use of methodology of some scientific
disciplines – psychology, sociology,
mathematics and statistics, also very sophisticated
specific methods of market research.
Generalising : in meaning of
– developmental hypothesis
- competition hypothesis
- motivation hypothesis
- from individual and selective findings on whole
complexes
Generalising of individual and selecting information
fulfil together strict ethic norm of market research,
which requires absolute anonymity of respondent in
correspondence with principle of personality
protection.
6.2 Kinds of market researches
Segmentation : research according to targets, which
the research has, according to used working
materials and according to used methods for data
collection and data analysis. The most frequent
types of research :
• quantitative research
• qualitative research
• research of media and research of advertisement
effectiveness
• research business-to-business, mostly designated
as B2B and industry research
Very often are included into concept of “marketing
research” also activities of social research:
• research of public estimation
• research of minorities and special groups of
population
Further :
• research done by own force of company
• research done by agency (of marketing research)
6.3. MIS
Market research is a part of marketing information
system.
economy
society
consumer
amount surrounding, statistics, quantitative research
family accounts
search of other sources
departmental evidence,
accountant, movement of goods etc.
motivation analysis of social
climate
watching employees in
firm
qualitative research
Market research is sometimes inexpert connected
with inquiry by consumer. In reality is connected with
whole complex of marketing information.
For market research is typical, that :
complements with other marketing information
(account evidence, movement of goods etc.)
excerpts other marketing information, obtains what
is relevant for marketing decision
“formats” other marketing information, creates such
a form, which is usable for marketing decisions
contours of market research are sometimes hard to
definite in connection with other marketing
information, it is activity used exclusively for
marketing (market) decisions.
Market research has dynamic dimension :
• pre test : research that goes before marketing
decisions, gives to management information,
which allow to forecast effectiveness of
proceedings and choose optimal way,
• ex post test : research, that proves result of
marketing decisions, confirms or disproves their
correctness.
Market research is part of continuously repeated
preparation of marketing decision (pre tests). In this
meaning it is possible to identify it with classics
model TOTE. (Test, Operate, Test, Exit).
We can assume, that in marketing in reality has the
model TOTE continuous character and every ex
post test is together with pre test of further decisions.
Rhythm TOTE can have different long step –
conferring to operative market politics or marketing
strategy.
These two spheres of marketing decision differ in
market research :
•
•
•
•
•
long-term of view
character of targets
depth of decomposition of individual problems
methodology of research
sources, that analyses
Information for operative market politics gives :
* short-term or operative research : obtaining of
information to keep satisfaction of current, short-term
market requirements. Information of this kind are
obtained from end consumer, (asking, observing).
Information for marketing strategies delivers :
* long-term or prognostic research : obtaining of
information for decisions, creating conditions for
future market requirements.
These information can be obtained by analysis of
existing development, influences, intensity of
influence, analysis of current trends. Expert methods
can be used as well.
Commodity, assortment as resource of
marketing research
Different commodities require different basis,
methods and procedures. Research in sphere of
products of everyday use, often purchase is different
from research on property market.
Essential differences are in groups of commodities :
services are specific products. High conditionally of
services and products, relation services prices and
products prices and physical accessibility of service.
Goods of long-term usage – products, their usage
does not shade with moment of purchase, are more
expensive, their purchase “is planned” (see Katon
real decision).
Obtain and analyse data about households
equipment by specific methods, for example logistic
function, exponential etc.
- products of production nature have specific
character, but also specific end group
- test of products of usage nature
6.4 Current trends in marketing research – how
to confront them, how results interpret
correctly
• Industry of research, mainly quantitative –
research is more often performed in standard way
– research loses specific view on individual
spheres of usage and on market speciality of
individual products.
Consequence : information to individual products
and their specifics are missing, probability of their
success on the market is lowering, the market
becomes less interesting.
• Ignoring of statistic representative principles – at
qualitative researches. From researches of small
groups (from two Focus groups, eg. 8-16 persons)
are generalised deductions for whole population.
Space for overestimation is creating (in view of
whole population or end group).
• Schematic approach of advertisement, which are
produced on basis of doctrine theory, are tested
by research, but basic motivation research, which
would confirm or refute competency of these
schemas, is missing.
Increase of CA (computer assisted) researches
mean more advantageous processing, but limit
mainly qualitative elements of research.
Problem : Presence of “ technique” limits depth of
interview, are loosing information that could be
obtaining on base of analysis and interpretation of
behaviour of tested person, his expression etc.
Increasing tempo of economic life creates pressure
on fast marketing decisions and detract time for
research.
Problem : control of results is under time pressure,
this can caused hurried decisions on base of not
quite sworn information.
• Globalisation of production and logistic leads (and
tempts) to transmission of schemas from country
to country, without verification if it is competent.
Problem : are used marketing tools, which were
effective in one country, but are ineffective in other
country.
6.5 How much and why
Quantitative market research deals with research
and registration of usually existing, realised elements
of market behaviour. Quantitative nature of research
is in quantitative character of phenomenon, which is
researched, not in methodology of research (use of
mathematics methods etc.). The key question is
“how much”.
Qualitative market research deals with
phenomenon, which proceeds in consciousness of
consumer, we work with bigger uncertainty and
require usually psychological interpretation. Analysis
of information reception and processing, analysis of
perception process, decision process etc. The key
question is “why”, from what reason.
Different targets of research require different
methodology.
Qualitative research requires also more qualified
complex of interviewers with psychological
preparation.
Quantitative research usually requires methodology
of selection with accent on typical population –
random sample or total quota selection.
It is important to eliminate persons, who have
specific relation to theme : specialists and workers in
given branch, workers in marketing and advertising,
and other persons specific engaged in given theme.
Qualitative research requires more demanding
preparation, proving of hypothesis and choice of
properly oriented processes to clear key problems.
Analysis of marks knowledge is one of most
classical quantitative researches. Mark knowledge
usually is not connected with barriers, only in some
connection we meat with influence of prestige.
6.6 Respondent
In market research we usually talk about two groups
of selection of respondents :
• random sample – choice of subject into sample is
subordinate to schema, that minimise influence of
questioner. Is stated certain selective process,
step, that the questioner follows. If we have to
disposal list of respondents, we can choose
respondents centrally and questioner gets directly
names and addresses of households or
individuals he has to visit. As alternative is used
process of so called accidental walk, the
questioner gets place, street and method of
selection of house, flat, person (high number of
refusal 40-50 %).
• quota selection – in advance are on basis of
statistics of social structure determined social
characteristics at respondents, they should be
chosen.
Questioners are from different social segments.
As specific quota selection is intentional selection
of certain segment. It is typical for qualitative
research, when we often aim to certain end
group. Base of selection is clearly and
practicably determined screening.
At choice of sample extent we compare three
criterions :
• statistical reliability
• validity of answer
• price, event. economy of spent expenses.
Statistical reliability – limit +/- estimate error, that
should not be exceeded with given probability.
Validity of answer is provided with ability to answer
the nature of question. At quantitative (direct and
closed) questions is validity relatively high.
Quite different is validity at qualitative research.
Possibility to obtain information about motive
structures and especially about their intensity is also
for a qualified psychologist limited by complexity of
respondents´ motivation structures and his abilities
to appreciate these motives. Therefore we expect
with optimism higher error - 10 % and more. At
qualitative research we consider as satisfying result,
when we find out, which motives predominate.
Therefore qualitative research is focused on certain
end group.
Price of qualitative research is relative to
demandingness higher then at quantitative research.
Qualitative research requires profound preparation,
professionally more quality execution.
Script
Quantitative and qualitative questioning has also
completely different script of questionnaire
construction. At quantitative questionnaire we usually
proceed so, that we try to solve given problem as
briefly as possible with obvious, direct question.
Do you know the mark A …? Yes – no
Therefore the questioner must exactly keep the
wording of question.
At qualitative questioning is process left more on
abilities of qualified questioner. Script can look for
example so :
At the beginning of given problem is posed
open question, questioner evaluates results,
reactions, spontaneous, emotional aspects of
answer.
Questioner uses for deeper knowledge
indirect questions : what associations provoke the
problem, what can the problem be compared with
etc.
Questioner inserts problem perception of respondent
into integral picture, point, therefore we talk about
point questioning. Only part of these steps are set in
advance, others are provided by experience and
professional qualification of questioner.
Results processing and their evaluation
The key step at processing of quantitative
researches is sorting according to criterions,
important for knowledge of phenomenon.
Evaluation aims usually on emphasis of key
quantitative discovery and on derivative
calculations, that deepen knowledge.
At qualitative researches is important first phase
of processing, where we adjust answers on open
questions. Answers on open questions is necessary
to compartmentalise into groups, whose meaning in
connection with investigated problem is identical or
analogous.
The deeper is the qualitative research, the more
demanding is this phase.
Statistical processing as second phase is base for
demanding interpretation. Therefore are in this
phase often used relatively sophisticated
mathematics methods as factor analysis, cluster
analysis, discrimination analysis, non-parametric
tests etc.
Interpretation usually requires a qualified
professional.
Summary of main difference between
quantitative and qualitative research :
Quantitative
large ensemble (1000), representative, closed
questions, a few open questions, direct questions,
standardised behaviour of questioner, standardised
processing
Qualitative
smaller ensemble (30-200), chosen segment,
combination of closed and opened questions,
combination of direct and indirect questions,
point questioning, coding, interpretation, demands
on questioner