Download Research Overview - Villanova University

Research Methods in Marketing
(MBA 8641)
Jeremy Kees, Ph.D.
My Background
• MBA, Western Kentucky University
• Ph.D., University of Arkansas
• (Non-Academic) Work Experience
– E-Commerce Manager (MMG)
– Associate Consultant
• Research
http://www85.homepage.villanova.edu/je
remy.kees/vita.pdf
Course Overview
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Hank’s Project
Team Methodology Presentations
Data Analysis (Output Interpretation)
Exam
General Course Outline
• Part I: Non-data research issues
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Research Process
Problem Identification
Study Design
Sampling
• Part II: Data Analysis
– Crosstabs / Correlation
– Regression / t-tests / ANOVA
– Conjoint / Perceptual Mapping
Classroom Environment
• Lot’s of work, but lots of class time
/ help from me
• COME PREPARED!!!!
• Speak Freely
• Bring your experiences
Review and Overview
Review of Marketing Management
target
market
The External Environment
Economic
Environment
Competitive
Environment
Marketing
Strategy
Technological
Environment
Political
and Legal
Environment
Customer
Value and
Behavior
Social
Environment
Natural
Environment
Marketing research is the “function which 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
understanding of marketing as a process.”
- American Marketing Association
Marketing Research Defined
 Marketing research is the systematic and objective
 identification
 collection
 analysis
 dissemination
 and use of information
 For the purpose of improving decision making related to the
 identification of problems and opportunities and
 solution of problems and opportunities in marketing.
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Using Information….
Used to identify and
define market
opportunities and
problems
Generate, refine, and
evaluate marketing
performance
Monitor marketing
performance
Improve understanding
of marketing as a
process
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The need for information…
• MR focuses on the use of information as
a source of strategic advantage
• As marketers, we should strive for a
thorough knowledge of customers, and
their attitudes, tastes, preferences
• We should also want to keep an eye on
competition (e.g., benchmarking)
• This information will help us making
strategic marketing decisions (e.g., 4
P’s)
To sum….the function of marketing
research is to provide managers
with information
Marketing Research
Problem /Opportunity
Identification Research
Market Potential Research
Market Share Research
Market Characteristics Research
Sales Analysis Research
Forecasting Research
Business Trends Research
Problem-Solving
Research
Segmentation Research
Product Research
Pricing Research
Promotion Research
Distribution Research
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Users of Market Research
• Fortune-500 Firms
– e.g., Product tweeks, shelf location
• Entrepreneurs
– e.g., Market size, growth potential,
viability
• And everyone in-between…
Marketing research can tell us…
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How our customer service is perceived by our customers and what
particular areas we can improve on or emphasize
How customers shop and how we can adjust our atmospherics to
maximize sales
What new products or new product features do customers want
How customers perceive us in relation to our key competitor (or do
they even recognize us as a key player in the industry)
Who our most loyal customers are and how do we cater to this
important segment
Who our prototypical customer is
How can we segment the market in more manageable groups
What marketing communications are most effective at reaching
various segments of the market
What is going to be the demand for a new product or an existing
product in a new market
Where should we build our next retail location
At what price point we can maximize profitability and maintain
consumer demand
Which media vehicles will be most effective to communicate our
advertising message
Etc.
Project vs. Info Systems
• Information Systems Approach (Ch
2)
– “Ongoing” decision tool
– Interactive / Non-technical models
– e.g., Retail Link
• Project-Based (the focus of this
course)
Research $$ are spent on…
How Might Each of These Institutions Use
Marketing Research?
*An outdoor advertising firm
*A local bank
*The Los Angeles Lakers
*The Food and Drug Administration
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Marketing Research Job Titles
and Responsibilities
Directors and Managers:
Research Director/Vice President of Marketing Research: This
is the senior position in research. The Director is responsible
for the entire research program of the company. Accepts
assignments from superiors or from clients, or may, on own
initiative, develop and propose research undertakings to
company executives. Employs personnel and exercises
general supervision of the research department. Presents
research findings to clients or to company executives.
Assistant Director of Research: This position usually
represents a defined “second in command,” a senior staff
member having responsibilities above those of other staff
members.
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Marketing Research Job Titles
and Responsibilities
Analytically Skilled Methodologists:
Statistician/Data Processing Specialist: Duties are usually those of
an expert consultant on the theory and application of statistical
techniques to specific research problems. Usually responsible for
experimental design and data processing.
Qualitative Specialist: Some firms have a person specifically
assigned to oversee interview techniques and focus groups.
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Marketing Research Job Titles
and Responsibilities
Analysts:
Senior Analyst: Usually found in larger research departments.
Participates with superior in initial planning of research
projects and direct execution of projects assigned. Operates
with minimum supervision. Prepares, or works with analysts
in preparing, questionnaires. Selects research techniques,
makes analyses, and writes final report. Budgetary control
over projects and primary responsibility for meeting time
schedules rest with the Senior Analyst.
Analyst: The Analyst usually handles the bulk of the work
required for the execution of research projects. Often works
under a Senior Analyst. The Analyst assists in questionnaire
preparation, pre-tests them, and makes preliminary analyses of
results. Most of the library research or work with company
data is handled by the Analyst.
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Marketing Research Job Titles
and Responsibilities
Data Collection:
Field Work Director: Usually only larger departments have a Field
Work Director who hires, trains, and supervises field interviewers.
Full-time Interviewer: The Interviewer conducts personal interviews
and works under direct supervision of the Field Work Director. Few
companies employ full-time interviewers.
Support Staff:
Tabulating & Clerical Help: The routine, day-to-day work of the
department is performed by these individuals.
Librarian: The Librarian builds and maintains a library of reference
sources adequate to the needs of the research department.
Clerical Supervisor: In larger departments, the central handling and
processing of statistical data are the responsibility of one or more
Clerical Supervisors. Duties include work scheduling, and
responsibility for accuracy.
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For Next Week….
• Reading:
– Skim Chapters 1 and 2
– Read Chapter 3
– Andreasen, Alan R. (1985),
“Backward Marketing Research,”
HBR, May/June, 176-182.
• Think about forming your groups
• Think about Hank’s line extension