Chapter 1 Problem Identification Research arise in the future Often Predicting used to help identify problems that are not obvious on the surface and yet exist or are likely to Example Kellogg s pg 9 sales were low so researchers spoke to decision makers within the company interviewed industry experts conducted analysis of available data performed some qualitative research and surveyed consumers about their perceptions and preferences on cereals This process identified their major problem Kellogg s was not introducing their new products in a creative way towards the adult market Examples market potential research market share research image research market characteristic research forecasting research business trends research Problem Solving Research Research undertaken to help solve specific marketing problems Example Kellogg s to solve this problem they went and developed and tested several new flavors of cereals using mall intercept interviews with adult consumers Based on the results they introduced new flavors that were more suited to the adult palate but were not the tasteless varieties in the past They introduced Nutri Grain Cereal Bar Blackberry Examples segmentation research product research pricing research promotion research distribution research Market Research Process A set of six steps that defines the tasks to be accomplished in conducting a marketing research study These Include problem definition development of an approach to the problem research design formulation fieldwork data preparation and analysis and report preparation and presentation 1 Problem Definition 3 Research Design Formulation 2 Development of an Approach to the Problem includes formulating an objective or theoretical framework the researcher should take into account the purpose of the study the relevant background information the information needed and how it will be used in decision making analytical models research questions and hypothesis and identifying the information needed obtaining the information required by the marketing research personal interviewing from an office by telephone through mail or electronically describes approach research design data collection data analysis procedures and presents major findings the framework or blueprint that defines the procedures necessary for a field force or staff that operated either in the field as in the case of the editing coding transcription and verification of data report that addresses the specific research questions identified 5 Data Preparation and Analysis 6 Report Preparation and Presentation 4 Fieldwork or Data Collection Competitive Intelligence The process of enhancing marketplace competitiveness through a greater understanding of a firm s competitors and the competitive environment It involves the legal collection and analysis of information regarding the capabilities vulnerabilities and intentions of business competitors The Marketing Research Industry external Information for supporting marketing decisions provided by market research suppliers which may be internal or Marketing Research Industry Internal Suppliers consists of external suppliers who provide marketing research services marketing research department located within a firm can be centralized or External Suppliers outside marketing research companies hired to supply marketing research data or Full Service Suppliers companies that offer the full range of marketing research activities decentralized services Syndicated Services needs shared by a number of clients This is secondary data because they are collecting a general amount of info to then select from companies that collect and sell common pools of data designed to serve information ex surveys panels client Customized Services companies that tailor the research procedures to best meet the needs of each Internet Services companies that have specialised in conducting marketing research on the internet Marketing Information System MIS A formalized set of procedure for generating analyzing storing and distributing pertinent information to marketing decision makers on an ongoing basis Limited in the amount and nature of information it provides and the way it can be used Decision Support Systems DSS Information systems that enable decision makers to interact directly with both databases and analysis models The important components of a DSS include hardware and a communications network database model base software base and the DSS user DSS developed to overcome limitations of MIS MIS vs DSS Structured Problems Use of Reports Rigid Structure MIS DSS Unstructured Problems Use of Models User Friendly Interaction Information Displaying Restricted Adaptability Can Improve Decision Making by Clarifying Raw Data Can Improve Decision Making by Using What If Analysis Chapter 2 Exploratory Qualitative Secondary Research Design Cross Sectional Single or Multiple Conclusive Descriptive Longitudinal Causal Research Design Is a framework or blueprint for conducting the marketing research project It specifies the details of the procedure necessary for obtaining the information needed to structure and or solve marketing research problems This type of research is classified as exploratory or conclusive Exploratory is to provide insights into and an understanding of the problem confronting the researcher Is used in cases when you must define the problem more precisely identify relevant course of action or gain additional insights before an approach can be developed Used to discover ideas and insights Flexible and versatile and often the front end of total research design Findings are tentative and generally followed by further exploratory or conclusive research EXAMPLES expert surveys pilot surveys case studies secondary data qualitative analysis Two types of exploratory research Qualitative and Secondary Data Qualitative is used to gain an understanding of underlying reasons opinions and motivations It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research Secondary Data data that has already been collected by someone else for a different purpose to yours research designed to assist the decision maker in determining evaluating and selecting the best course of action to take in a given situation More definitive you know exactly what you want to test or predict typically more formal and structured than exploratory it is based on large representative samples and the data obtained is
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