Market Research

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Market Research

• SOM 660

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Secondary information sources are those that
already exist and were not developed for the
particular problem at hand. Primary
information sources are those that are generated
for the particular problem being studied.
- Russell S. Winer
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The Research Process

• Internal Secondary Data Sources
• Internal sources of information exist within the
  organization.
• Past marketing plans and share data.
• Sales call reports.
• Transaction information.
• Reverse engineering or benchmarking reports.
• Web site visitation information.

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The Research Process

• Internal Secondary Data Sources
• Some firms maintain libraries staffed by
  information specialists.
• Intranets share information in multinational
  organizations.
• Key problem with internal information is
  obtaining information in a usable format.
• Other departments arent always willing to share
  information.

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The Research Process

• Internal Secondary Data Sources
• Some firms maintain libraries staffed by
  information specialists.
• Intranets share information in multinational
  organizations.
• Key problem with internal information is
  obtaining information in a usable format.
• Other departments arent always willing to share
  information.

6
The Research Process

• Internal Secondary Data Sources
• Internal sources of information exist within the
  organization.
• Past marketing plans and share data.
• Sales call reports.
• Transaction information.
• Reverse engineering or benchmarking reports.
• Web site visitation information.

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The Research Process

• External Secondary Data Sources
• Trade associations
• General business publications (e.g. Wall Street
  Journal)
• Trade publications (e.g. Adweek)
• Academic publications (e.g. Journal of
  Advertising)
• Corporate reports
• Government publications and census.

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Primary data
Qualitative vs. quantitative
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The Market Research Sequence
Conduct focus group
Develop survey
Pre-test on target population
Revise survey
Conduct focus group
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Primary data
Qualitative vs. quantitative
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The Research Process

• Qualitative Research Focus Groups
• Most misused research technique.
• Videoconference, telephone, and web-based focus
  groups are increasing.
• Often less expensive than traditional
  face-to-face focus groups.
• Some web based focus groups show respondents via
  minicams.

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Whats a focus group?
The Grease Relief Discovery
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Focus Groups

• Qualitative technique
• Cannot quantify results
• Allows for probing and uncovering of issues
• Must conduct more than one

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Whats a focus group

• 10-12 people
• Professional moderator
• Question guide which allows for discussion

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Focus Group
Pros Cons

• Allows probing
• Maximum flexibility
• Can reveal issues
• Synergy of setting
• Can explain the whys

• Potential bias is large
• Cannot quantify results
• Must conduct at least three

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The Research Process

• Primary Research Observations and Ethnographic
  Research
• Observation research
• One-way mirrors or video monitoring
• In-home product audits
• Pupil dilation and physiological measures.
• Ethnographic research
• Researchers often have anthropological training.
• Technological scanning of blogs
• Virtual shopping.

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Marketing Research Methodologies

• Mail Survey
• Telephone Survey
• Personal Interview
• Internet

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Trade-offs with Different Kinds of Surveys
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Improving response rates

• Pre-letterstating purpose, number to contact,
  notification of when it will be distributed
• Cover letter purpose, who to contact, date to
  return, promise of anonymity or confidentiality
• Return addressed stamped envelope
• Incentive to complete

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Gaining telephone cooperation

• Pre-letterpurpose,how selected, number to
  confirm
• Indicate when to call
• With Do not call list ask permission to call