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MarketingResearchand

InformationWeek31MarketingResearchand

InformaWhatismarketingresearch?Marketingresearch

isdefinedasthesystematicdesign,collection,analysisandreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompany.2Whatismarketingresearch?MarWhymarketresearch?Marketershavemanyquestionstheywouldlikeanswersto:Whatdoubtsdoconsumershaveaboutourproducts?Doesitpaytointroducenewpackaging?Whyareoursalesdeclining?Whichregions/countriesshouldweexpandin?Howeffectivewasourrecentadcampaign?3Whymarketresearch?MarketersThemarketingresearchprocessFigure6.1Themarketingresearchprocess.4ThemarketingresearchprocessStep1:DefinetheproblemDefinetheproblemSpecifydecisionalternativesStateresearchobjectives5Step1:DefinetheproblemDefiStep2:DeveloptheresearchplanDatasourcesContactmethodsResearchinstrumentsSamplingplanResearchapproach6Step2:DeveloptheDataContaResearchapproaches7Researchapproaches7ThetraditionalmarketingresearchapproachThetraditionalmarketingresearchapproachmeansthatdeskresearchcomesfirst,providinginformationforthequalitativeresearch,whichinturnfeedsintothequantitativework./watch?v=GQfvocbRV3E8ThetraditionalmarketingTheResearchinstrumentsQuestionnairesQualitativemeasuresTechnologicaldevices9ResearchinstrumentsQuestionnQuestionnairesdo’sanddon’ts[KKBGH:220]Ensurequestionsarefree ofbiasMakequestionssimpleMakequestionsspecificAvoidjargonAvoidsophisticatedwordsAvoidambiguouswordsAvoidnegativesAvoidhypotheticalsAvoidwordsthatcouldbemisheardUseresponsebandsUsemutuallyexclusivecategoriesAllowfor‘other’infixedresponsequestions10Questionnairesdo’sanddon’tsQuestiontypes–dichotomousInarrangingthistrip,didyoucontactVirginAtlantic?YesNo11Questiontypes–InarrangingWithwhomareyoutravelingonthistrip?NooneSpouseSpouseandchildrenChildrenonlyBusinessassociates/friends/relativesAnorganisedtourgroupQuestiontypes–multiplechoice12WithwhomareyoutravelingonQuestiontypes-LikertscaleIndicateyourlevelofagreementwiththefollowingstatement:Smallairlinesgenerallygivebetterservicethanlargeones.StronglydisagreeDisagreeNeitheragreenordisagreeAgreeStronglyagree13Questiontypes-LikertscaleIndQuestiontypes–semanticdifferentialVirginAtlanticLarge………………...…….SmallExperienced….….InexperiencedModern……….…Old-fashioned14Questiontypes–semanticdiffeQuestiontypes–importancescaleAirlinefoodserviceis_____tome.ExtremelyimportantVeryimportantSomewhatimportantNotveryimportantNotatallimportant15Questiontypes–importanceAiQuestiontypes–ratingscaleVirginAtlantic’sfoodserviceis_____.ExcellentVerygoodGoodFairPoor16Questiontypes–ratingscaleQuestiontypes–intendingtobuyscaleHowlikelyareyoutopurchaseticketsonVirgin

Atlanticifin-flightInternetaccesswereavailable?DefinitelybuyProbablybuyNotsureProbablynotbuyDefinitelynotbuy17Questiontypes–intendingHowQuestiontypes–completelyunstructuredSource:GettyImagesWhatisyouropinionofVirginAtlantic?18Questiontypes–completelyunQuestiontypes–wordassociationWhatisthefirstwordthatcomestoyourmindwhenyouhearthefollowing?Airline________________________British_____________________Travel________________________19Questiontypes–wordWhatistQuestiontypes–sentencecompletionWhenIchooseanairline,themostimportantconsiderationinmydecisionis:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.20Questiontypes–sentencecompQuestiontypes–storycompletion‘IflewVirginafewdaysago.Inoticedthattheexteriorandinterioroftheplanehadverybrightcolors.Thisarousedinmethefollowingthoughtsandfeelings.’Nowcompletethestory.__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________21Questiontypes–story‘IflewQualitativemeasuresWordassociationProjectivetechniquesVisualisationBrandpersonificationLaddering22QualitativemeasuresWordassocQualitativemeasuresWordassociation:whatcomestomindwhenyouthinkofMercedes-Benzcars?Projectivetechniques:completiontasks:bubbleexercises;comparisonstoanimalsVisualisation:drawings/collagedepictingperceptionsofbrands,experiencesetcBrandpersonification:ifM-Bcamealiveasaperson,whatwould…?Laddering:asking‘why?’togetdeeperanddeeper23QualitativemeasuresWordassocSituation-projectivetechniquerespondentsareshowndrawingsofsituationsinvolvingthebrand(e.g.awomandrivingaMercedes)andaskedtodescribe:thesituationstheirthoughts/feelingsofthepeopleinvolved24Situation-projectivetechniqueobject-projectivetechniques(OPT)respondentsareaskedtodescribethebrandintermsof:ananimalavegetableacountry,etc.25object-projectivetechniques(TechnologicaldevicesGalvanometersTachistoscopeEyecamerasAudiometersGPS26TechnologicaldevicesGalvanomSamplingplanSamplingunit:Whoistobesurveyed?Samplesize:Howmanypeopleshouldbesurveyed?Samplingprocedure:Howshouldtherespondentsbechosen?27SamplingplanSamplingunit:WTypesofsamplesTable6.2Probabilityandnon-probabilitysamples28TypesofsamplesTable6.2ProContactmethodsMailquestionnaireTelephoneinterviewPersonalinterviewOnlineinterview29ContactmethodsMailquestionnaProsandconsofonlineresearchAdvantagesInexpensiveFastAccuracyofdata,evenforsensitivequestionsVersatilityDisadvantagesSmallsamplesSkewedsamplesTechnologicalproblemsInconsistencies30ProsandconsofAdvantagesDisaActivecontactSomemarketresearchisdonewithwillingconsumersTopGear:ViewersvotedfortheirtopdrivingsongCDlaunched31ActivecontactSomemarketreseWhatisqualitativeresearch?Definition: “techniquesofdatacollectionandanalysisthatrelyonnon-numericaldata” (Cassellet.al.,2006:162)TechniquesfocusontextualdataorvisualimagesSounds,pictures,videos,music,songs,poetry,etc.32Whatisqualitativeresearch?DQuantitativeorQualitative

(complementarynotcompetitive)Quantitativeresearchfocus: “thedegreeinwhichphenomenapossesscertainproperties,statesandcharacters”;Qualitativeresearchfocus:

“theproperties,thestateandthecharacter(i.e.,thenatureofphenomena)” (Labuschagne,2003:100)33QuantitativeorQualitative

(cClosertoreallife…Focusgroupscanbetodetachedfromreallife[artificial]GrowthisobservationalresearchAccompaniedshoppingSittingwithinternetshoppersLivingwithconsumersMysteryshopping34Closertoreallife…FocusgroDirecthumanobservationHowitisdone:Researcherbehavesasanormalcustomer,andunobtrusivelyobservesinteractionsWrites-updetailedfieldnotes(includingverbatimcommentsAnalysesandcomparesobservations35DirecthumanobservationHowitProblemswithdirecthumanobservationAtime-consumingtechniquePotentialformistakesinregisteringwhatisgoingonDoesnotaccuratelygaugecustomer’sperceptionoftheencounter(includingsituationalfactors)ResearchrecallmaybebiasedorlimitedPotentialtoobservecovertlymaybelimitedDangerofinfluence(“observereffect”)36ProblemswithdirecthumanobsConsumer-to-consumerconversationsExaminedstrangerconversationswithinanextendedserviceexperienceNaturalsetting:observationof65railjourneysvariousroutes(inUK)differenttimesanddaysofweek300pagesoffieldnotesIdentified:10typesofpassengerbehaviourvariousrolesofC2Cconversation:Operationalandsocialconversationsequencepatterns37Consumer-to-consumerconversatVideoobservationTheresearcher:observesandinconspicuouslyfilmsencountersorjustviewsthefilmFilm:capturesbodylanguageandtoneofvoiceallowsafocusontheearlystageoftheencounterbeforeitisknowntobeacriticalinteractioncanbeviewedmanytimescanbeviewedbythewholeresearchteam(henceenablesdiscussion)canbeusedasinputtocustomerinteractiontraining38VideoobservationTheresearcheSASstudy:observationresearchusingvideocamerasBasedon3,500hofvideodata“Byobservingcustomersinrealsituationswegetamoreobjectiveimpressionofhowtheybehave”EnabledapassengerdefinitionoftravelexperienceRevealedahugevarietyofpassengersactivities–40problemsidentifiedHelpedunderstandneedsandexpectations-50minorimprovementsresulted39SASstudy:observationresearcVideoobservationEverydayLives:FilmspeopledoingeverydaythingsShopping,preparingfood,brushingteethFilmanalysedfornewopportunities40VideoobservationEverydayLiveStudyreferencesGustafsson,A.,Ekdahl,F.andEdvardsson,B.,(1999),“Customerfocusedservicedevelopmentinpractice:AcasestudyatScandinavianAirlinesSystem(SAS)”,IJSIM,10(4):344-358.Harris,K.andBaron,S.(2004),“Consumer-to-ConsumerConversationsinServiceSettings”,JournalofServiceResearch,6(3):287-303.

41StudyreferencesGustafsson,A.MarketingResearchand

InformationWeek342MarketingResearchand

InformaWhatismarketingresearch?Marketingresearch

isdefinedasthesystematicdesign,collection,analysisandreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompany.43Whatismarketingresearch?MarWhymarketresearch?Marketershavemanyquestionstheywouldlikeanswersto:Whatdoubtsdoconsumershaveaboutourproducts?Doesitpaytointroducenewpackaging?Whyareoursalesdeclining?Whichregions/countriesshouldweexpandin?Howeffectivewasourrecentadcampaign?44Whymarketresearch?MarketersThemarketingresearchprocessFigure6.1Themarketingresearchprocess.45ThemarketingresearchprocessStep1:DefinetheproblemDefinetheproblemSpecifydecisionalternativesStateresearchobjectives46Step1:DefinetheproblemDefiStep2:DeveloptheresearchplanDatasourcesContactmethodsResearchinstrumentsSamplingplanResearchapproach47Step2:DeveloptheDataContaResearchapproaches48Researchapproaches7ThetraditionalmarketingresearchapproachThetraditionalmarketingresearchapproachmeansthatdeskresearchcomesfirst,providinginformationforthequalitativeresearch,whichinturnfeedsintothequantitativework./watch?v=GQfvocbRV3E49ThetraditionalmarketingTheResearchinstrumentsQuestionnairesQualitativemeasuresTechnologicaldevices50ResearchinstrumentsQuestionnQuestionnairesdo’sanddon’ts[KKBGH:220]Ensurequestionsarefree ofbiasMakequestionssimpleMakequestionsspecificAvoidjargonAvoidsophisticatedwordsAvoidambiguouswordsAvoidnegativesAvoidhypotheticalsAvoidwordsthatcouldbemisheardUseresponsebandsUsemutuallyexclusivecategoriesAllowfor‘other’infixedresponsequestions51Questionnairesdo’sanddon’tsQuestiontypes–dichotomousInarrangingthistrip,didyoucontactVirginAtlantic?YesNo52Questiontypes–InarrangingWithwhomareyoutravelingonthistrip?NooneSpouseSpouseandchildrenChildrenonlyBusinessassociates/friends/relativesAnorganisedtourgroupQuestiontypes–multiplechoice53WithwhomareyoutravelingonQuestiontypes-LikertscaleIndicateyourlevelofagreementwiththefollowingstatement:Smallairlinesgenerallygivebetterservicethanlargeones.StronglydisagreeDisagreeNeitheragreenordisagreeAgreeStronglyagree54Questiontypes-LikertscaleIndQuestiontypes–semanticdifferentialVirginAtlanticLarge………………...…….SmallExperienced….….InexperiencedModern……….…Old-fashioned55Questiontypes–semanticdiffeQuestiontypes–importancescaleAirlinefoodserviceis_____tome.ExtremelyimportantVeryimportantSomewhatimportantNotveryimportantNotatallimportant56Questiontypes–importanceAiQuestiontypes–ratingscaleVirginAtlantic’sfoodserviceis_____.ExcellentVerygoodGoodFairPoor57Questiontypes–ratingscaleQuestiontypes–intendingtobuyscaleHowlikelyareyoutopurchaseticketsonVirgin

Atlanticifin-flightInternetaccesswereavailable?DefinitelybuyProbablybuyNotsureProbablynotbuyDefinitelynotbuy58Questiontypes–intendingHowQuestiontypes–completelyunstructuredSource:GettyImagesWhatisyouropinionofVirginAtlantic?59Questiontypes–completelyunQuestiontypes–wordassociationWhatisthefirstwordthatcomestoyourmindwhenyouhearthefollowing?Airline________________________British_____________________Travel________________________60Questiontypes–wordWhatistQuestiontypes–sentencecompletionWhenIchooseanairline,themostimportantconsiderationinmydecisionis:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.61Questiontypes–sentencecompQuestiontypes–storycompletion‘IflewVirginafewdaysago.Inoticedthattheexteriorandinterioroftheplanehadverybrightcolors.Thisarousedinmethefollowingthoughtsandfeelings.’Nowcompletethestory.__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________62Questiontypes–story‘IflewQualitativemeasuresWordassociationProjectivetechniquesVisualisationBrandpersonificationLaddering63QualitativemeasuresWordassocQualitativemeasuresWordassociation:whatcomestomindwhenyouthinkofMercedes-Benzcars?Projectivetechniques:completiontasks:bubbleexercises;comparisonstoanimalsVisualisation:drawings/collagedepictingperceptionsofbrands,experiencesetcBrandpersonification:ifM-Bcamealiveasaperson,whatwould…?Laddering:asking‘why?’togetdeeperanddeeper64QualitativemeasuresWordassocSituation-projectivetechniquerespondentsareshowndrawingsofsituationsinvolvingthebrand(e.g.awomandrivingaMercedes)andaskedtodescribe:thesituationstheirthoughts/feelingsofthepeopleinvolved65Situation-projectivetechniqueobject-projectivetechniques(OPT)respondentsareaskedtodescribethebrandintermsof:ananimalavegetableacountry,etc.66object-projectivetechniques(TechnologicaldevicesGalvanometersTachistoscopeEyecamerasAudiometersGPS67TechnologicaldevicesGalvanomSamplingplanSamplingunit:Whoistobesurveyed?Samplesize:Howmanypeopleshouldbesurveyed?Samplingprocedure:Howshouldtherespondentsbechosen?68SamplingplanSamplingunit:WTypesofsamplesTable6.2Probabilityandnon-probabilitysamples69TypesofsamplesTable6.2ProContactmethodsMailquestionnaireTelephoneinterviewPersonalinterviewOnlineinterview70ContactmethodsMailquestionnaProsandconsofonlineresearchAdvantagesInexpensiveFastAccuracyofdata,evenforsensitivequestionsVersatilityDisadvantagesSmallsamplesSkewedsamplesTechnologicalproblemsInconsistencies71ProsandconsofAdvantagesDisaActivecontactSomemarketresearchisdonewithwillingconsumersTopGear:ViewersvotedfortheirtopdrivingsongCDlaunched72ActivecontactSomemarketreseWhatisqualitativeresearch?Definition: “techniquesofdatacollectionandanalysisthatrelyonnon-numericaldata” (Cassellet.al.,2006:162)TechniquesfocusontextualdataorvisualimagesSounds,pictures,videos,music,songs,poetry,etc.73Whatisqualitativeresearch?DQuantitativeorQualitative

(complementarynotcompetitive)Quantitativeresearchfocus: “thedegreeinwhichphenomenapossesscertainproperties,statesandcharacters”;Qualitativeresearchfocus:

“theproperties,thestateandthecharacter(i.e.,thenatureofphenomena)” (Labuschagne,2003:100)74QuantitativeorQualitative

(cClosertoreallife…Focusgroupscanbetodetachedfromreallife[artificial]GrowthisobservationalresearchAccompaniedshoppingSittingwithinternetshoppersLivingwithconsumersMysteryshopping75Closertoreallife…FocusgroDirecthumanobservationHowitisdone:Researcherbehavesasanormalcustomer,andunobtrusivelyobservesinteractionsWrites-updetailedfieldnotes(includingverbatimcommentsAnalysesandcomparesobservations76DirecthumanobservationHowitProblemswithdirecthumanobservationAtime-consumingtechniquePotentialformistakesinregisteringwhatisgoingonDoesnotaccuratelygaugecustomer’sperceptionoftheencounter(includingsituationalfactors)Resear

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