Marketing Research

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Marketing Research

• Stephen Ginns
• Your lecturer for the module
• Cos112 --- ---stephenginns_at_aspects.net

stephen ginns 17jan09
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Three Core Texts

• Tony Proctor, Essentials of Marketing Research,
  (2005) Prentice Hall (good on projective
  techniques!)
• Alan Wilson, Marketing Research an integrated
  approach (2006) Prentice Hall
• Peter Chisnall, Marketing Research (2005), McGraw
  Hill

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Other Texts

• Exploring Direct and Customer Relationship
  Marketing, Evans, OMalley and Patterson 2004
  Thomson Publishing
• Basic Business Statistics, Concepts and
  Applications, Berenson, Levine and Krehbiel 2004
  Pearson
• Guide to using SPSS the BTC office
• Stephen Ginns Website www.sginns.co.uk

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(No Transcript)
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SESSION 1Introduction to Market Research
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Session Objectives

• Define marketing research
• Appreciate the marketing research requirements of
  an organisation
• Appreciate the management role in gathering and
  using marketing research information
• Define the marketing database, CRM and MKIS and
  distinguish between them .

MKS Marketing Information System
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What is Marketing Research

• The collection, analysis and communication of
  information undertaken to assist decision-making
  in marketing, Wilson (2006)
• The disciplined collection and evaluation of
  specific data in order to help suppliers to
  understand their customers needs better,
  Chisnell (2005)

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The Role of Marketing Research

• The foundation of effective marketing management
• Analysis (clear picture)
• Planning (where to go, what to do)
• Evaluation and Control (measures and actions)
• Implementation (who, what, schedule)
• Answering the question Where are we now? in
  terms of customer opinions

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Information Why?

• Strategic and Operational
• For competitive advantage
• Customer service
• Product differentiation
• New opportunities
• To assist the management process
• Identifying, collating, understanding, analysing,
  acting
• Sometimes persuading!!

Many businesses remain locked In a cultural
prison Baker and Mouncey (2003)
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Information Types

• Descriptive
• whos buying, facts, objectivity, hard
  information
• Comparative
• Sales comparison, promotional success
• Diagnostic
• Why buying, subjectivity, soft information
• Predictive
• Future behaviour

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Main Divisions of Marketing Research (Chisnell
2005)
Marketing Research
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Product Research

• Design, development, testing
• Improvement, styling, performance
• Comparative testing (tear down analysis)
• Packaging
• Psychological testing
• Existing, new, augmented.

Customers
Competition
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Customer Research

• Buyer behaviour
• Habitual, impulse, decision makers and making
• Preferences, attitudes and opinions
• Social, economic, psychological effects
• Consumer and trade
• Where, When, Who, What and Why? (5Ws)

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Pricing Research

• Scenario building
• What if, modelling behaviour
• Sensitivity testing
• Understanding relationships between changes in
  price and other factors

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Measuring promotion effectiveness

• TV BARB (electronic meters in homes)
• Print NRS, ABC (readership surveys)
• Radio RAJAR (7 day diary listening habits)
• Outdoor NOP, OSCAR (traffic measures)
• Cinema Caviar now BMRB (quota surveys 2800
  individuals cinema and video viewing)
• Internet ABC, Nielsen
• Others Gallup noting and reading service

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The underlying management role

• Knowledge management
• Identify where it resides
• Capture it (Dbase)
• Share it
• Use it.

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The Marketing Database

• A manual or computerised source of data relevant
  to marketing decision making about an
  organisations customers, Wilson (2006)
• Sales history, product history, profile
  (demographics, geographics), orders, complaints,
  service records
• RFM data (recency, frequency, monetary)

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Why a database?

• To personalise marketing communications
• To improve customer service
• To understand customer behaviour
• To assess the effectiveness of the organisations
  marketing and service activities.
• Wilson (2006)

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Storing and Building Information

• Continuous Transaction processing system
• Barcoding, EPOS
• Decision support system
• Coordinated collection of tools, spreadsheets,
  computer modelling
• Executive information system
• Easy access to key internal data, summary level
  data, data manipulation, graphics.

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The Marketing Information System (MKIS)

• People, equipment and procedures to gather, sort,
  analyse, evaluate and distribute timely and
  accurate information to marketing decision
  makers, Kotler (1999)
• Four Elements
• Marketing Research System (primary)
• Marketing Intelligence System (secondary)
• Decision Support System (tools, statistical
  packages, intranet)
• Internal Records (sales, accounts)

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Customer Relationship Management (CRM)

• An enterprise -wide commitment to identify your
  named individual customers and create a
  relationship between your company and those
  customers so long as the relationship is mutually
  beneficial, Gamble, Stone and Woodcock (2001)
• Can be systems-based but not always!

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Seminar Activity

• Sort into groups
• Initial Exercise
• Assignment discussion

stephen ginns 27jan08