Marketing research

Август 5, 2022

Содержание

4. In the end, market research is about improving the marketing efforts of business organisations Research Purposes
5. Classifying Customers A target market consists of a whole group of potential customers, drawn from the
6. Types of specialization 1) concentration of efforts on the same segment 2) selection specialization 3) product
7. Why Use Different Methods? Each different method has its advantages and disadvantages Each may only be
8. Secondary Research
9. Internal Sources Company Accounts Internal Reports and Analysis Stock Analysis Retail data - loyalty cards, till
10. Information sources 1. Literature search Getting hold of all available material on a particular theme. Material
12. Primary Research Characteristics - First hand information - Expensive to collect, analyse and evaluate - Can
13. Quantitative and Qualitative Information: Quantitative – based on numbers – 56% of 18 year olds drink
14. Information sources 2. Talking to people Useful in the early stages Includes meetings with customers and
15. Information sources 3. Focus groups These are used to: Explore ideas and attitudes Test new approaches
16. Information sources 4. Personal interviews Produce in depth information Are carried out face-to-face Can be very
17. Information sources 5. Telephone surveys The fastest way of gathering information, especially from large sample sizes
18. Information sources 6. Postal surveys Ideal for large sample sizes If sample covers wide area Generally
20. Random (случайная выборка) Samples – equal chance of anyone being picked May select those not in
21. Quota Sampling Again – by segment Not randomly selected Specific number on each segment are interviewed,
22. Advantages of Market Research Helps focus attention on objectives Aids(помогает) forecasting, planning and strategic development May
23. Disadvantages of Market Research Information only as good as the methodology used Can be inaccurate or
25. Mix-methodologies - mixed methods research, rather successfully combining the advantages of qualitative and quantitative methods. The
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In the end, market research is about improving the marketing efforts

of business organisations

Research Purposes
To identify customer needs and then meet those needs
To learn about customer attitudes and values
To help develop products and services that meet identified needs

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Classifying Customers
A target market consists of a whole group of potential

customers, drawn from the whole population
Classifying customers according to socio-economic status, lifestyle, family circumstances, gender and so on
It’s better to define the target market as a collection of ‘segments’
Each segment will have different characteristics
Each segment’s needs and wants must be satisfied

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Types of specialization
1) concentration of efforts on the same segment 2)

selection specialization 3) product specialization

4) Market specialization 5) complete coverage of the market

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Why Use Different Methods?
Each different method has its advantages and disadvantages
Each

may only be appropriate in certain circumstances (обстоятельства)
Users need to work out if the method is right for them according to its cost, reliability, validity, accessibility and the time it will take to gather

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Secondary Research

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Internal Sources
Company Accounts
Internal Reports and Analysis
Stock Analysis
Retail data - loyalty cards,

till data, etc.
External Sources
Government Statistics (ONS)
EU - Euro Stat
Trade publications
Commercial Data - Gallup, Mintel, etc.
Household Expenditure Survey
Magazine surveys
Other firms’ research
Research documents – publications, journals, etc.

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Information sources
1. Literature search
Getting hold of all available material on

a particular theme. Material is gathered from:
Internal company information
Relevant (соответствующая) tourism (trade) literature
Newspapers
Magazines
Firms’ annual reports

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Primary Research Characteristics
- First hand information
- Expensive to collect, analyse and

evaluate
- Can be highly focussed and relevant
- Care needs to be taken with the approach and methodology to ensure accuracy (Необходимо проявлять осторожность при выборе подхода и методологии, чтобы обеспечить точность)
- Types of question – closed – limited information gained; open – useful information but difficult to analyse

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Quantitative and Qualitative Information:
Quantitative – based on numbers – 56% of

18 year olds drink alcohol at least four times a week - doesn’t tell you why, when, how
Qualitative – more detail – tells you why, when and how!

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Information sources
2. Talking to people
Useful in the early stages
Includes

meetings with customers and suppliers
It generates opinions and may be unrepresentative of the whole population

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Information sources
3. Focus groups
These are used to:
Explore ideas and attitudes
Test

new approaches
Generate a discussion
But they involve a small sample (выборка) and may not mirror the overall population

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Information sources
4. Personal interviews
Produce in depth information
Are carried out face-to-face
Can

be very expensive
Usually involve the interviewer asking questions from a written questionnaire or from a list of topics

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Information sources
5. Telephone surveys
The fastest way of gathering information, especially

from large sample sizes
A prepared script (сценарий) is used as with written questionnaires, but a phone survey allows opinions to be tested further

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Information sources
6. Postal surveys
Ideal for large sample sizes
If sample covers wide

area
Generally cost less than telephone interviews
But take longer to complete
No interviewer, so less chance of personal bias (личная предвзятость)
Unable to probe for more detailed information

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Random (случайная выборка) Samples – equal chance of anyone being picked
May

select those not in the target group – indiscriminate
Sample sizes may need to be large to be representative
Can be very expensive

Stratified or Segment Random Sampling
Samples on the basis of a representative strata or segment
Still random but more focussed
May give more relevant information
May be more cost effective

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Quota Sampling
Again – by segment
Not randomly selected
Specific number on each segment

are interviewed, etc.
May not be fully representative
Cheaper method

Cluster Sampling
Primarily based on geographical areas or ‘clusters’ that can be seen as being representative of the whole population
Multi-Stage Sampling
Sample selected from multi stage sub-groups
Snowball Sampling
Samples developed from contacts of existing customers – ‘word of mouth’ type approach!

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Advantages of Market Research
Helps focus attention on objectives
Aids(помогает) forecasting, planning and

strategic development
May help to reduce risk of new product development
Communicates image, vision, etc.
Globalisation makes market information valuable (HSBC adverts!!)

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Disadvantages of Market Research
Information only as good as the methodology used
Can

be inaccurate or unreliable(неточной или ненадежной)
Results may not be what the business wants to hear!
May stifle initiative and ‘gut feeling’ (Может подавить инициативу и 'шестое чувство')
Always a problem that we may never know enough to be sure!

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Mix-methodologies - mixed methods research, rather successfully combining the advantages of

qualitative and quantitative methods.
The main types of mix-methodologies: hall tests, home tests and mystery shopping.
Hall-test - method of investigation, when a large group of people (up to 100-400 people) in a special room is testing a product and/or its elements (packaging, advertisement, etc.), and then answers questions (fill in the form), relating to the goods.
Home-test - similar to the hall-test, with the only difference that the testing of the goods occurs in the home (the home of the Respondent). Use this method when a need long-term testing of the goods. As a rule, product packaging does not contain the names of trademarks and indications of the firm-manufacturer.

Marketing research

Содержание

In the end, market research is about improving the marketing efforts

Classifying CustomersA target market consists of a whole group of potential

Types of specialization1) concentration of efforts on the same segment 2)

Why Use Different Methods?Each different method has its advantages and disadvantagesEach

Secondary Research

Internal SourcesCompany AccountsInternal Reports and AnalysisStock AnalysisRetail data - loyalty cards,

Information sources1. Literature search Getting hold of all available material on

Primary Research Characteristics- First hand information- Expensive to collect, analyse and

Quantitative and Qualitative Information:Quantitative – based on numbers – 56% of

Information sources2. Talking to people Useful in the early stages Includes

Information sources3. Focus groups These are used to:Explore ideas and attitudesTest

Information sources4. Personal interviews Produce in depth informationAre carried out face-to-faceCan

Information sources5. Telephone surveys The fastest way of gathering information, especially

Information sources6. Postal surveysIdeal for large sample sizesIf sample covers wide

Random (случайная выборка) Samples – equal chance of anyone being pickedMay

Quota SamplingAgain – by segmentNot randomly selectedSpecific number on each segment

Advantages of Market ResearchHelps focus attention on objectivesAids(помогает) forecasting, planning and

Disadvantages of Market ResearchInformation only as good as the methodology usedCan