Market Research

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• Market Research

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Why bother?
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Why bother?

• Reduce uncertainty

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Why bother?

• Reduce uncertainty
• Narrow the range of alternatives

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Why bother?

• Reduce uncertainty
• Narrow the range of alternatives
• Substantiate results

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Why bother?

• Reduce uncertainty
• Narrow the range of alternatives
• Substantiate results
• Lend credibility

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Why bother?

• Reduce uncertainty
• Narrow the range of alternatives
• Substantiate results
• Lend credibility
• Predict possible outcomes

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Why bother?

• Reduce uncertainty
• Narrow the range of alternatives
• Substantiate results
• Lend credibility
• Predict possible outcomes
• Aid -- but not replace -- decision-making

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Why bother?

• Reduce uncertainty
• Narrow the range of alternatives
• Substantiate results
• Lend credibility
• Predict possible outcomes
• Aid -- but not replace -- decision-making
• Reveal insights

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Research Work Plan

• What do you not know, but need to know (or
  affirm/substantiate)?
• What will you do with the findings?
• How much time do you have?
• How much money do you have?
• Who do you need to listen to?

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Categories

• Secondary Research
• Primary Research
• Quantitative
• Qualitative

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Categories

• Secondary Research
• Primary Research
• Quantitative
• Qualitative

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Quantitative Research

• lies, damn lies and statistics.

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Quantitative Research

• lies, damn lies and statistics.
• You better cut the pizza in four pieces because
  Im not hungry enough to eat six.

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Quantitative Research

• Findings expressed in statistical terms
• Statistically-valid sample sizes
• Ideal for establishing benchmarks and/or tracking
  results

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Quantitative Research

• Telephone surveys
• Internet/email surveys
• Mail surveys
• Other forms of written surveys
• Mall intercepts
• Observations
• Panels
• Analysis of records

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Quantitative Research

• Sample sizes and error rates
• Incidence
• Screening
• Questionnaire development
• Costs
• Resources

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Sample sizes and error rates
QUANTITATIVE RESEARCH
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Incidence
QUANTITATIVE RESEARCH

• Educated guess about what percentage of a
  population consists of people who
• Meet the profile of your sample, and
• Willing to participate
• Has major bearing on cost of study

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Screening
QUANTITATIVE RESEARCH

• Identifying the people you want to participate in
  your study
• Typically, a preliminary list of questions (or in
  the case of observations, visual profiling)

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Questionnaire Development
QUANTITATIVE RESEARCH

• Numerous pitfalls
• Test
• Wording, terminology
• Timing
• Potential responses
• Bias
• Ease of administering
• Ease of understanding by respondents
• Assurance that findings are the data you seek

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Cost Factors
QUANTITATIVE RESEARCH

• Key variables
• Sample size
• Sample sources
• Incidence
• Length of survey/data collection
• Tabulation and analysis requirements
• Turn-around time
• Incentives for participants
• Special reporting and/or presentation
  requirements

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Resources
QUANTITATIVE RESEARCH

• Marketing Research Associations (MRA) Blue
  Book --- www.bluebook.org (go to advanced
  search page)
• www.quirks.com
• References from other trusted sources

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Qualitative Research

• The consumers perceptions are the marketers
  reality.

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Qualitative Research

• The consumers perceptions are the marketers
  reality.
• People make emotional decisions, then make
  rationalizations to justify them.

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Qualitative Research

• The consumers perceptions are the marketers
  reality.
• People make emotional decisions, then make
  rationalizations to justify them.
• You can observe a lot by just watching.

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Qualitative Research

• Findings expressed in descriptive terms
• Smaller, not-statistically-valid sample sizes
• Ideal for exploring perceptions, opinions,
  beliefs, values, and feelings
• Typically, discussion guide rather than
  questionnaire.

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Qualitative Research

• 1-on-1 interviews (in-person or via phone)
• Small group discussions
• Focus group discussions
• Ethnographic observations
• Intercept interviews/on-the-street
• Less conventional Telephone focus groups and
  Internet-based focus groups

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Example 1-on-1 Intercept Interview

• Perspectives about drinking and driving among
  blue collar men

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Example 1-on-1 Intercept Interview
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Example 1-on-1 Intercept Interview

• Perspectives about motorcycle safety among older
  enthusiasts

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Example 1-on-1 Intercept Interview
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Example Focus Group

• Assessment of campaign themeline for new impaired
  driving campaign

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Example Focus Group
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Qualitative Research

• Sample sizes
• Incidence
• Screening
• Incentives
• Discussion guides
• Projective techniques
• Costs
• Resources

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Sample Sizes
QUALITATIVE RESEARCH

• Contingent on budget, timing, geography and
  profile of respondents
• Redundancy

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Incidence
QUALITATIVE RESEARCH

• Educated guess about what percentage of a
  population consists of people who
• Meet the profile of your sample, and
• Willing to participate
• Has major bearing on cost of study

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Screening
QUALITATIVE RESEARCH

• Identifying the people you want to participate in
  your study
• Typically, a preliminary list of questions (or in
  the case of on-the-street intercepts or
  observations, visual profiling)

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Incentives
QUALITATIVE RESEARCH

• Frequently necessary
• Cash works best
• Amount/value depends on the willingness and
  availability of respondents, and how much time
  will be required of them

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Discussion Guides
QUALITATIVE RESEARCH

• Start with easy warm-up questions
• Keep questions/topics open-ended
• Set up time parameters and/or prioritize
  importance of topics
• Dynamics of discussion may alter the guide be
  flexible

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Projective Techniques
QUANTITATIVE RESEARCH

• Respondents project inner feelings and thoughts
• Examples
• Write a caption for a picture
• Role-playing
• Point/counterpoint
• Draw pictures/create collages
• How would other people complete a sentence?
• Describe somethings personality and other traits
  if it were a person
• Analogies

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Getting People to Open Up
QUALITATIVE RESEARCH

• Be open-minded
• Probe
• Dont cast judgment
• Maintain order
• Treat every opinion with respect, even when
• You dont agree
• Its highly critical
• Its off-base
• Its incorrect
• Its contradictory
• Pauses in conversation can be good let
  respondents fill in the gaps

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Cost Factors
QUALITATIVE RESEARCH

• Key variables
• Type of study
• Sample profile
• Sample size
• Incidence
• Location
• Data collection/recording and analysis
  requirements
• Turn-around time
• Incentives for participants
• Special reporting and/or presentation
  requirements
• Special moderator/discussion leader requirements

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Resources
QUALITATIVE RESEARCH

• Marketing Research Associations (MRA) Blue
  Book --- www.bluebook.org (go to advanced
  search page)
• www.quirks.com
• References from other trusted sources

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• Q
• A