Marketing Research

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Marketing Research

• Week 3Marketing Research Methodologies

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Session Objectives

• 1. five stages in the marketing research process
  (Chisnell 2006)
• 2. secondary, observational, qualitative and
  quantitative research - practical examples of
  each
• 3. relative advantages and disadvantages of
  adopting these methodologies
• 4. main techniques for analysing qualitative data
  (Proctor 2005)
• 5. alternative approaches to gathering
  quantitative data

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The Marketing Research Process (Chisnell 2005)
The Research Brief
The Research Proposal
Data Collection
Data Analysis and Evaluation
Preparation and Presentation of Research Report
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Four Main Methodologies

• Secondary Research
• Observation Research
• Qualitative Research
• Quantitative Research

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Secondary Research
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Secondary Data

• The collation of existing research results and
  data from published secondary sources for a
  specific, often unrelated project, MRS (2003)
• Data that has already been published by someone
  else, at some other time, usually for some other
  reason than the present researcher has in mind,
  Crouch and Housden (2003)
• Information that has previously been gathered for
  some purpose other than the current research
  project. The data is available either free or at
  a cost and can be delivered electronically by
  computer or in printed hard copy format, Wilson
  (2003)

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Methods of Collecting Secondary Data

• External Sources Libraries, Trade Associations,
  Exhibitions, Government Depts, Banks,
  Competitors, Internet, Trade Journals, Market
  Reports (Mintel, Keynote, Euromonitor), News
  articles
• Online Resources
• Demographic surveys (TGI, Household survey,
  census, Office of National Statistics)
• Internal Sources Customer databases, sales
  records, call centres

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Why Secondary?

• Understand the product and environment
• Prior to briefing meeting
• Design a better questionnaire
• Its cheaper than primary!!
• But has limitations
• Who published, age, accuracy, comparability
• First step for any research - why repeat what has
  already been done!
• Save Budget! And Your Time!

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Observation Research
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Observation Research

• A non-verbal means of obtaining primary data as
  an alternative or complement to questioning, MRS
  (2003)
• A data gathering approach where information on
  the behaviour of people, objects and
  organizations is collected without any questions
  being asked of the participant, Wilson (2003)

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Why Observe?

• Its what respondents do, not what they say they
  do
• Researcher is the witness, does not interfere
  with the process (Hawthorne effect?)
• Reporting errors can be reduced
• High refusal rates reduced
• Does not interfere with respondents day to day
  life (dont have to fill in diaries or
  questionnaires)

a short-term improvement caused by observing
worker performance.
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Categories, Wilson (2006)

• Natural
• Mountain gorillas
• Visible
• See monitoring equipment
• Structured
• Observer keeps count certain behaviours
• Mechanical
• Recording equipment
• Participant
• Observer participates eg., mystery shopping

• Contrived
• Big brother house
• Hidden
• Know its happening but
• Unstructured
• Notes on all aspects
• Human
• Non-participant
• Traffic survey

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Observation Methodologies

• Audits and scanner based
• EPOS, hand held scanner
• Media Measurement
• BARB, panels, cameras
• Ethnography
• Day in the life of, week in the life of
• Immersion in life of the subject

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• Mechanical Observation
• Psychogalvanometers (arousal, pre-testing
  advertising copy)
• Pupilmeters (dilation of eye)
• Eye cameras (track movement of eye around an
  object)
• Tachistoscopes (measure minute response, recall
  data)
• Mystery Shopping
• Online observation
• cookies

device that displays (usually by projecting) an
image for a specific amount of time.
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T-Scope-Test
T-scope-test
Demonstration!
Søren Østerggard Packaging and Transport September
2003
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T-Scope-Test
A T-scope-test for a presentation of a new
packed product

• The product is presented together with other
  products from the same product group as it will
  be displayed in supermarkets
• The same picture is presented in very short time.
• If the test person does not recognise the new
  product the same picture is presented in a little
  longer time.
• Typically 1/8 sec. gt 1/4 sec. gt 1/2 sec. gt 1 sec.
  gt 2 sec.

Søren Østerggard Packaging and Transport September
2003
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T-Scope-Test
Fast view
Søren Østerggard Packaging and Transport September
2003
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T-Scope-Test
Short view
Søren Østerggard Packaging and Transport September
2003
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T-Scope-Test
Long view
Søren Østerggard Packaging and Transport September
2003
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T-Scope-Test
This is the picture
Søren Østerggard Packaging and Transport September
2003
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T-Scope-Test
This is a tool for analysing

• Attention effect
• Consumer interest
• Consumer desire and decision can be studied after
  the T-scope-test

Søren Østerggard Packaging and Transport September
2003
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Qualitative Research
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Qualitative Research

• A body of research techniques which seeks
  insights through loosely structured, mainly
  verbal data rather than measurements. Analysis
  is interpretive, subjective, impressionistic and
  diagnostic, MRS (2003)
• Research that is undertaken using an unstructured
  research approach with a small number of
  carefully selected individuals to produce
  non-quantifiable insights into behaviour,
  motivations and attitudes, Wilson (2006)

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Qualitative Data

• Qualitative
• Largely diagnostic
• Concerned with gaining deeper understanding
• Probing rather than counting
• Unstructured or semi structured
• Observant and reflective
• The partner of quantitative investigations

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Problems with Qualitative Research

• Lack of scientific basis
• Unrepresentative
• Size of survey
• Lack of response
• Intimidation
• Hawthorne effect
• Groupthink

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Qualitative Research Methodologies

• Depth Interview where respondent is encouraged to
  talk about the subject
• Group interview
• where respondents may feel less inhibited
• Focus Group
• 8-10 respondents

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Interviewing Techniques

• Structured
• Semi-Structured
• Unstructured
• Projective Techniques

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Projective Techniques (Proctor 2005)

• Sentence completion
• I think that McDonalds food is .
• People who buy model railways are .
• Story completion
• Word Association
• Stimulus then asked for first word that comes
  into head
• Cartoon Completion (speech bubbles)
• Brand personality (if IBM were an animal .)
• Brand mapping

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• Photo sorts
• Role play
• Online qualitative research
• Online focus group, chat room technology
• Lose power of observation
• Difficult to detect sarcasm
• Less creative environment

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Focus Group - considerations

• The environment
• The atmosphere
• Seating
• Observation and recording
• Structure
• Interviewer technique
• Question style
• Open
• Probing, think, feel, act
• Behaviour, past, present, future.

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Analysing Qualitative data

• Recorded interviews (video, audio, transcript)
• Difficult due to nature and breadth of responses
• Bias in own interpretation of respondents
• Time consuming.

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Analysing Qualitative Data

• Content Analysis
• Tabulation
• Headings, categories
• Cut and paste
• Verbatim comments, quotes
• Spider diagrams (visual)
• Annotation (marking up, highlighting)
• Computerised analysis (word frequencies).

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Quantitative Research
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Quantitative Data

• Research which seeks to make measurements as
  distinct from qualitative research, MRS (2003)
• Research that is undertaken using a structured
  research approach with a sample of the population
  to produce quantifiable insights into behaviour,
  motivations and attitudes, Wilson (2006).

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Quantitative Data

• Quantitative
• That which can be observed and counted
• Shopper surveys, government statistics, school
  league tables, hospital waiting lists, political
  polls, population census
• Sample size is important
• Methodology crucial
• Statistical application
• Both primary and secondary can be quantitative
• Lies, lies, lies and then there are statistics!.

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Quantitative Research Techniques

• Surveys (telephone, face to face, internet,
  postal)
• ONS General Household Survey, 13,250 adults
• In-home, doorstep, street
• Computer assisted personal interviewing (CAPI)
• Computer aided telephone interviewing (CATI)
• Web based interviewing (Tesco internet shopping)
• Omnibus surveys
• Cheaper method, Office Nat Stats (1800 adults
  monthly) tobacco consumption, alcohol use
  (question stays in up to 1 month)

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Quantitative Techniques

• Hall tests
• Bring in respondents where asked series questions
• Panels
• Permanent representative sample
• Placement tests
• Given product to use then answer questionnaire

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9 stage research - - - The Dohring Company

• Definition of Project Objectives
• Determination of the Appropriate Direction and
  Methodology to Accomplish the Objectives of the
  Study
• Questionnaire Development
• Pre-Testing And Fine Tuning
• Data Collection
• Coding, Data Entry, and Tabulation
• Analysis
• Comprehensive Written Reporting
• Presentation of Final Results

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Seminar

• Topics
• Tesco on Mill Road
• Congestion charge in Cambridge
• Guided Bus pricing
• Future of Brookfields Hospital
• Future energy demands and provision
• Refurbishment of Cambridge Campus
• Groups