Professional Documents
Culture Documents
Questions?
Is it possible to make good marketing decisions without marketing research? Design these research: You want to find out who plays bingo What Uni students have for lunch Food company wants to know what types of food are carried in packed lunches Heart Foundation wants to know who donates <$500 per yr Forecast sales of flight simulators and pilot training over next 5 years
Qualitative Research
To gain a rich understanding of reasons and motivations Small number and unrepresentative
Quantitative Research
To quantify data and generalise the results from the sample to the population of interest Large number and representative Structured
Non-statistical, based on judgement and interpretation of the researcher Rich source of information, can probe deeply
Can not generalise results Develop an initial understanding
Descriptive Research
Causal Research
Cross-sectional Design
Longitudinal Design
Research Approaches
Exploratory
Descriptive Causal
Combination
Exploratory Research
Explores Provides insights into the general nature of a problem Little or no prior knowledge required Highly flexible Unstructured Qualitative
Cohort Analysis A series of surveys conducted at appropriate time intervals. The cohort refers to the group or respondents who experience the same event within the same time interval.
e.g., A study on leisure time activities of Baby Boomers.
Source: http://www.decemberfilms.com.au/Nomads/index.html
Longitudinal design
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Detecting change
Large amount of data collection Accuracy
Descriptive
To describe market characteristics
Causal
Determine cause and effect relationships
Characteristics
Hypotheses
Very specific
Descriptive
Quantitative
Causal
Quantitative
Methods
Expert surveys Pilot surveys Case studies Secondary data Qualitative research
Experiments.
None
Cost Time
Low Quickest
Medium Moderate
High Longest
Research Proposals
The plan for conducting and controlling a research project. Also
summary of major decisions in research process contract used to make a choice between suppliers
Exploratory research
Useful when researcher has limited amount of experience or knowledge about a research issue. Provides qualitative data focusing on words and observations. Conducted for three purposes: Diagnosing a situation Screening alternatives Discovering new ideas.
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Diagnosing a situation
Used to diagnose the dimensions of problems. Helps set priorities for research. Gathering information an unfamiliar topic.
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Screening alternatives
Used to determine the best alternatives when there are budget constraints. Concept testing: purpose is to test some sort of stimulus as a proxy for a new, revised, or repositioned product or service. For example, Kelvinator launched microwave ovens to cook everyday Indian meals.
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Experience surveys
Ask knowledgeable individuals about a particular research problem most are quite willing. For example, a chainsaw manufacturer and a mushroom expert.
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Pilot study
A collective term for any small scale exploratory study that uses sampling but does not apply rigorous standards. Generates primary data but usually for qualitative analysis qualitative research. Major categories include: Focus group interviews Projective techniques Depth interviews.
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Group composition
Six to 10 people Relatively homogeneous Similar lifestyles and experiences and communication skills Researchers who wish to collect information from different types of people should conduct several focus groups.
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Environmental conditions
Commercial facilities that have videotape cameras in observation rooms behind one way mirrors and microphone systems connected to tape recorders and speakers to allow observation by others who arent in the room. Mood as relaxed and natural as possible.
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The moderator
Develops rapport helps people relax Promotes interaction among its members Listens to what people have to say Everyone gets a chance to speak.
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Focus groups require sensitive and effective moderators. Since focus group participants are screened to have similar backgrounds and experiences, they many not be representative of the entire market.
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Depth interviews
A relatively unstructured, extensive interview in which the interviewer asks many questions and probes for in depth answers. Probing questions: Can you give me an example of that? Why do you say that?
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Chapter 4
Digital research using secondary data
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Secondary data Data which has been collected for purposes other than the problem at hand. e.g., ABS data reporting the proportion of Australian households who have access to the Internet.
Collection cost
Collection time
High
Long
Relatively low
Short
What role does secondary data play in the research you conduct at Colmar Brunton?
Internal
External
Ready to use
Published sources
Computerised databases
Syndicated services
Government Sources
Information published by Government Examples census data other government publications
Source: ABS (2003) Australian Demographic Statistics, Cat. 3101.0, June, ABS, Canberra, p.18
Source: ABS (2000) Use of the Internet by Household, Cat. 8147.0, November, ABS, Canberra, p.11
Computerised Databases
Information made available in computerreadable form for electronic distribution. Advantages Current information Faster data search Low cost Convenience
Measure product sales and market share Measure advertisement exposure and effectiveness Measure promotion effectiveness Estimation and evaluation of models
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Advantages
Faster and less expensive than primary data Particularly for electronic retrieval of digitally stored data.
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Disadvantages
Not designed specifically to meet the researchers needs. Researchers must ask how pertinent the data are to their particular project. Is the subject matter consistent with our problem definition? Do the data apply to the population of interest? Do the data apply to the time period of interest?
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Factfinding
For example, a marketer of frozen food should be interested in knowing the size of the frozen pizza market. Identifying consumer behaviour for a product category Trend analysis Example: finding a trend in online advertising in Australia. Environmental scanning.
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Model building
Use of secondary data to specify relationships between two or more variables. Extends to development of descriptive or predictive equations. Used to estimate market potential for geographic areas. Example: savoury biscuits marketer using population data.
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Model building
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Model building
Also used to forecast sales. For example, Australian Recording Industry Association uses past sales to forecast future sales. Used to analyse trade areas and sites. Example:retail saturation data.
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Data mining
Use of powerful computers to dig through volumes of data to discover patterns about an organisations customers and products. Neural networks: artificial intelligence in which a computer is programmed to mimic the way that the human brain processes information.
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Question:
You have been hired by the Autism Association to learn how they can increase the number of fathers who volunteer to help with therapy for autism children?
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