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Chapter 2
Problem definition and the research
process




                                      43
CASE 1
• MAZDA IS RELEASING A NEW SPORTS
  CAR IN THE ASIA – PACIFIC REGION.
  WHAT TYPES OF QUESTIONS A
  MARKETING RESEARCHER WORKING
  FOR MAZDA COULD ASK IN RELATION
  TO THE MARKETING MIX.




                                      2
Question?
• What type of MR would the following
  organisations be interested in?
• Hospital
• Manufacturer of breakfast cereal
• A computer software company




                                        3
The nature of marketing
              problems
• Managers usually grasp the general nature of
  the objectives they wish to achieve, but often
  remain uncertain about the full details of the
  problem.
• Ambiguity needs to be cleared up before
  making a formal statement of the marketing
  problem.



                                               4
What are some of the business issues that can be addressed by

                     tracking research?




                   William Burlace, Director, Media Services

                            Roy Morgan Research
The Marketing
Research Process
The Importance of the
         Problem Definition
• Critical first step in research process
• Can be a problem or an opportunity
• If problem definition is not correct,
  research will be wasted regardless of
  how well research is conducted
• Often requires some preliminary
  research to help define the problem
“Can I get a new Coke, please!”
• Coca-Cola conducted blind taste tests in the
  early 1980s to determine consumer taste
  preferences.
• Results indicated that consumers preferred a
  sweeter product, similar to Pepsi Cola. Coca-
  Cola introduced the new taste Coke and
  named it “New Coke” and discontinued the
  original Coke.
• In less than 3 months, New Coke was
  discontinued after customer outrage over the
  removal of the original Coke.
• It has been suggested that Coca-Cola narrowly
  defined the research problem.
• Coca-Cola failed to measure the emotional
  attachment and loyalty to the existing brand
  name and its effect on subsequent purchase
  and consumption behaviour.
In using tracking monitors, what are clients
            generally tracking?




                     William Burlace

                 Director, Media Services
                  Roy Morgan Research
Steps in Defining the Problem

      Identify the Background Issues



      Define the Management Problem



             Define the MR question



      Estimate the value of information
Identify the
         Background Issues
•   Past information and forecasts
•   Resources and constraints
•   Objectives
•   Buyer behaviour
•   Legal environment
•   Economic environment
                               What are the background

                               issues that are relevant to

                                your research project?
How has market research been used to
      maximise the success of
 The Story Bridge Adventure Climb?




                 Bruce White

              Director of Marketing

          Story Bridge Adventure Climb
Identify the Background
         Issues cont.
• In summary:
  –How and why has the problem
   come to notice?
  –What are the symptoms? see
   ice-berg diagram
  –Often requires some preliminary
   research, particularly secondary
   data
Ice-berg Principle
               Symptoms




                  Possible causes
Example: OPSM
• OPSM is the leading provider of
  eyecare/wear in Australia and New
  Zealand.
• The company has over 300 stores in
  Australia and New Zealand
• In recent times the company has notice
  a decline in sales.
• What are some possible
  background issues that may have
  affected sales?
The use of market research at Virgin Blue.




Darren Wright, National Marketing Manager Virgin Blue

                      Australia
MMIS and DSS
• Marketing Management Information
  System
  – A formalised set of procedures for
    generating, analysing, storing, and
    distributing information to marketing
    decision makers on an ongoing basis.
• Decision Support Systems
  – Integrated system including hardware,
    communications network, database,
    model base, software base
Marketing Management
          Information System




                                                                                th
Source: Kotler, P., Armstrong, G., Brown, L., and Adam, S (1998) Marketing, 4        ed., Prentice Hall, Sydney, p.147
MMIS vs. DSS
Marketing                 Decision Support
Management
Information System        Systems


•Structured problems      •Unstructured
•Use of reports           problems
•Rigid structure          •Use of models
•Information displaying   •User-friendly
restricted                interaction
•Can improve decision
making by clarifying      •Adaptability
raw data                  •Can improve decision
                          making by using “what
                          if” analysis
Define the Management Problem
• How does management define the
  problem?
   – In management terms
   – Stated as a question to ensure focus is on a
     decision
   Decision alternatives
• What is the decision to be made?
   – If there is no decision or the decision has
     already been made - don’t do research!
   – Understand how the information will be
     used
Define the
     Management Problem cont.
  Criteria for choosing among alternatives
• How will the decision be made?
  – clarify criteria
 Timing
• When does the decision need to be
  made? Is there time for research?
 Users
• Who will make the decision?
 Overt & covert purposes
• Is the research being conducted for the
  right reasons?
Questions to Ask the Marketing
                 Manager
• Symptoms
  – What has changed that is causing you
    concern?

• Background
  – What is the recent history of the brand,
    service, company or market involved?

• Decision-makers situation
  – How are these changes impacting your
    objectives? What resources do you have
    at your disposal? What is the time frame
    for required action?
Questions to Ask
    the Marketing Manager cont.
• Information
  – What do you know about the circumstances
    of these changes?
• Suspected causes
  – Why have these changes come about?
• Possible solutions
  – What can you change?
• Anticipated consequences
  – What will result from changes made?
• Assumptions
  – Why do you anticipate these responses to
    actions?
Differences between
           Managers and Researchers
Attribute differences   Decision makers              Researchers

Research motivation     To make symptoms disappear To discover facts and
                                                   relationships
Disposition to          Want answers to questions  Want to ask question
knowledge
Orientation             Pragmatic, subjective        Scientific, objective
Responsibility          To make profit               To generate information
Use of the research     Political                    Non-political
Level of involvement    Highly involved, emotional   Detached, analytical
Training                General decision making      Scientific/technique
Management Decision
          Problem
• What the decision maker needs to
  do?
  – What does the company need to do to
    increase its market share?
  – Should the product be changed or a
    new one introduced?
  – Should we increase or change
    promotion?
  – Should the market be segmented
    differently?
The importance of proper
        problem definition
The right answer to the wrong question may be
  worthless or even harmful.
  – RJ Reynolds and Real cigarettes
  – Coca–Cola and new Coke formula.




                                            26
The process of defining the
             problem
• Problem definition indicates a specific
  marketing decision to be clarified or problem
  to be solved.
• It specifies research questions to be
  answered and the objectives of the research.
• It involves several interrelated steps.




                                              27
The process of defining the
         problem




                              28
Ascertain the decision–maker’s
            objectives
• Researcher must attempt to satisfy decision–
  maker’s objectives.
• Managerial goals should be expressed in
  measurable terms.
• The iceberg principle: the dangerous part of
  many marketing problems is neither visible to
  nor understood by marketing managers.


                                              29
Understand the background of
          the problem
• Exercising managerial judgement
• Situation analysis: informal gathering of
  background information to familiarise
  researchers or managers with the decision
  area.




                                              30
Isolate and identify the problems,
        not the symptoms
• Symptoms can be confusing.
  – Certain occurrences that appear to be the
    problem may be only symptoms of a
    deeper problem.




                                                31
Isolate and identify the problems,
        not the symptoms




                                 32
Determine the unit of analysis
• Individuals, households, organisations, etc.,
• In many studies, the family rather than the
  individual, is the appropriate unit of analysis.




                                                     33
Determine the relevant variable
• Variable is anything that varies in value.
   – For example, attitudes toward airlines may be a
     variable ranging from positive to negative.
• Categorical/classificatory: limited number of distinct
  values
• Continuous: infinite number of values
• Dependent: variable that is to be predicted or
  explained
• Independent: variable that is expected to influence
  the dependent variable.

                                                           34
State the research questions and
        research objectives
• Written statement of research questions and
  research objectives that clarifies any
  ambiguity about what the research hopes to
  accomplish.




                                                35
Clarity in research questions and
              hypotheses
• Research questions and hypotheses add clarity to
  the statement of the marketing problem.
• A hypothesis is an unproven proposition or a possible
  solution to a problem.
   – For example, if consumers’ attitudes toward a
     product are changed in a positive direction,
     consumption of the product will increase.
• A hypothesis should provide information that will be
  useful in decision–making.


                                                     36
Marketing Research Question
• What information is needed and
  how that information can be
  obtained effectively and efficiently?
  – To determine the effectiveness of the
    current advertising campaign.
  – To determine consumer preferences
    and purchase intentions for a new
    product.
  – To determine whether children
    influence their parents purchase
    habits of environmentally friendly
    products.
  – To identify consumer attitudes
    towards the company image.
How do you assist the client in clearly defining the problem?




                   Michael Sparks, Director

                      Intuitive Solutions
Potential Errors of
Marketing Research Questions
• Too broad
• Too narrow

Solution!
• Broad statement
• Specific components
Example: Research Objectives
• Broad statement (i.e., research
  question)
   – To understand the decision making process
     of potential university students in their
     choice of university .
• Specific components (i.e., research
  objectives)
   – To determine the factors potential students
     consider to be important in selecting a
     university.
   – To determine when decisions regarding
     university selection are made.
   – To determine sources of information and
     people who influence potential students
     decision regarding choice of university.
Research Objectives cont.
• Should be:
  – Precise
  – Detailed            What variales are required to meet the



  – Clear
                        research objectives?




  – Operational

   e.g. Compare the demographic
   profiles of buyers and non-buyers
   using age, sex, education and annual
   family income
Example: Research objectives
Management Problem
• How can consumer attitudes towards our company
  be improved? Should advertisement X be run?

Research Problem/question
• To determine the effectiveness of the current ad.

Research objectives
• To determine whether consumers can recall the
  advertisement
• To identify whether the advertisement will be
  interpreted accurately
• To evaluate the influence of the advertisement on
  attitudes towards the product.
Objective and Theoretical
         Foundation
• Research should be based on objective
  evidence and supported by theory
   – e.g., books, journals and monographs
• Helps determine which variables should
  be investigated and how they should be
  measured
        Literature Review Background – Required for Phase

        1 of Assessment
Decision–oriented research
             objectives
• The research objective is the researcher’s
  version of the marketing problem.
   – Explains the purpose of the research in
     measurable terms
   – Defines standards for what the research
     should accomplish
   – Also influences decisions about the
     research design.


                                               44
Decision-oriented research
        objectives




                             45
Decision–oriented research
             objectives
• Statement of a marketing problem influences
  the research objectives, which in turn,
  becomes the basis for the research design.




                                            46
Research proposal
• A written statement of the research design
  that includes a statement explaining the
  purpose of the study.
• Detailed outline of procedures associated
  with a particular methodology.
• All ambiguities about why and how the
  research will be conducted must be clarified
  before the proposal is complete.


                                                 47
Research proposal(2)
• A mechanism that allows managers to evaluate
  the details of the proposed research design and
  determine if alterations are necessary.
• Helps managers decide if proper information will
  be obtained to accomplish what is desired.
• The format follows the six stages in the research
  process outlined in Exhibit 1.2.
   – Basic questions asked when planning
     research design.


                                                  48
Stage one — problem definition
• What is the purpose of the study?
• How much is already known?
• Is additional background information
  necessary?
• What is to be measured? How?
• Can the data be made available?
• Should research be conducted?
• Can a hypothesis be formulated?

                                         49
Stage two — selection of basic
          research design
• What types of questions need to be
  answered?
• Are descriptive or causal findings required?
• What is the source of the data?
• How quickly is the information needed?
• How should survey questions be worded?
• How should experimental manipulations be
  made?
                                                 50
Stage three — selection of sample
•   Who or what is the source of the data?
•   Can the target population be identified?
•   Is a sample necessary?
•   How accurate must the sample be?
•   Is a probability sample necessary?
•   Is a national sample necessary?
•   How large a sample is necessary?
•   How will the sample be selected?

                                               51
Stage four — data gathering
•   Who will gather the data?
•   How long will data gathering take?
•   How much supervision is needed?
•   What operational procedures need to be
    followed?




                                             52
Stage five — data analysis and
             evaluation
• Will standardised editing and coding
  procedures be used?
• How will the data be categorised?
• Will computer or hand tabulation be used?
• What is the nature of the data?
• What questions need to be answered?
• How many variables are to be investigated
  simultaneously?
• Performance criteria for evaluation?
                                              53
Stage six — type of report

•   Who will read the report?
•   Are managerial recommendations requested?
•   How many presentations are required?
•   What will be the format of the written report?




                                                54
Overall evaluation of the research
                 design
• How much will the study cost?
• Is the time frame acceptable?
• Is outside help needed?
• Will this research design attain the stated
  research objectives?
• When should the research begin?



                                                55
Anticipating outcomes
• The anticipation of statistical findings is often
  lacking in research proposals.
• Use of a dummy table helps manager gain a
  better understanding of the actual outcome.
• Dummy tables: representations of the actual
  tables that will be in the findings section of
  the final report.


                                                  56
What is the strategic value of a single
           source monitor?




              William Burlace

            Roy Morgan Research
Explain the use of market research for Sofitel
                   Hotels.




                       Neil Paterson

               Director of Sales and Marketing
                  Sofitel Hotel, Gold Coast
What types of marketing issues do clients
      generally want researched?




                   Peter Kenny

                 Managing Director

                  Colmar Brunton
How does a small research company
 compete against the big players?




              Michael Sparks

        Director - Intuitive Solutions

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Problem definition /identification in Research

  • 1. Chapter 2 Problem definition and the research process 43
  • 2. CASE 1 • MAZDA IS RELEASING A NEW SPORTS CAR IN THE ASIA – PACIFIC REGION. WHAT TYPES OF QUESTIONS A MARKETING RESEARCHER WORKING FOR MAZDA COULD ASK IN RELATION TO THE MARKETING MIX. 2
  • 3. Question? • What type of MR would the following organisations be interested in? • Hospital • Manufacturer of breakfast cereal • A computer software company 3
  • 4. The nature of marketing problems • Managers usually grasp the general nature of the objectives they wish to achieve, but often remain uncertain about the full details of the problem. • Ambiguity needs to be cleared up before making a formal statement of the marketing problem. 4
  • 5. What are some of the business issues that can be addressed by tracking research? William Burlace, Director, Media Services Roy Morgan Research
  • 7. The Importance of the Problem Definition • Critical first step in research process • Can be a problem or an opportunity • If problem definition is not correct, research will be wasted regardless of how well research is conducted • Often requires some preliminary research to help define the problem
  • 8. “Can I get a new Coke, please!” • Coca-Cola conducted blind taste tests in the early 1980s to determine consumer taste preferences. • Results indicated that consumers preferred a sweeter product, similar to Pepsi Cola. Coca- Cola introduced the new taste Coke and named it “New Coke” and discontinued the original Coke. • In less than 3 months, New Coke was discontinued after customer outrage over the removal of the original Coke. • It has been suggested that Coca-Cola narrowly defined the research problem. • Coca-Cola failed to measure the emotional attachment and loyalty to the existing brand name and its effect on subsequent purchase and consumption behaviour.
  • 9. In using tracking monitors, what are clients generally tracking? William Burlace Director, Media Services Roy Morgan Research
  • 10. Steps in Defining the Problem Identify the Background Issues Define the Management Problem Define the MR question Estimate the value of information
  • 11. Identify the Background Issues • Past information and forecasts • Resources and constraints • Objectives • Buyer behaviour • Legal environment • Economic environment What are the background issues that are relevant to your research project?
  • 12. How has market research been used to maximise the success of The Story Bridge Adventure Climb? Bruce White Director of Marketing Story Bridge Adventure Climb
  • 13. Identify the Background Issues cont. • In summary: –How and why has the problem come to notice? –What are the symptoms? see ice-berg diagram –Often requires some preliminary research, particularly secondary data
  • 14. Ice-berg Principle Symptoms Possible causes
  • 15. Example: OPSM • OPSM is the leading provider of eyecare/wear in Australia and New Zealand. • The company has over 300 stores in Australia and New Zealand • In recent times the company has notice a decline in sales. • What are some possible background issues that may have affected sales?
  • 16. The use of market research at Virgin Blue. Darren Wright, National Marketing Manager Virgin Blue Australia
  • 17. MMIS and DSS • Marketing Management Information System – A formalised set of procedures for generating, analysing, storing, and distributing information to marketing decision makers on an ongoing basis. • Decision Support Systems – Integrated system including hardware, communications network, database, model base, software base
  • 18. Marketing Management Information System th Source: Kotler, P., Armstrong, G., Brown, L., and Adam, S (1998) Marketing, 4 ed., Prentice Hall, Sydney, p.147
  • 19. MMIS vs. DSS Marketing Decision Support Management Information System Systems •Structured problems •Unstructured •Use of reports problems •Rigid structure •Use of models •Information displaying •User-friendly restricted interaction •Can improve decision making by clarifying •Adaptability raw data •Can improve decision making by using “what if” analysis
  • 20. Define the Management Problem • How does management define the problem? – In management terms – Stated as a question to ensure focus is on a decision Decision alternatives • What is the decision to be made? – If there is no decision or the decision has already been made - don’t do research! – Understand how the information will be used
  • 21. Define the Management Problem cont. Criteria for choosing among alternatives • How will the decision be made? – clarify criteria Timing • When does the decision need to be made? Is there time for research? Users • Who will make the decision? Overt & covert purposes • Is the research being conducted for the right reasons?
  • 22. Questions to Ask the Marketing Manager • Symptoms – What has changed that is causing you concern? • Background – What is the recent history of the brand, service, company or market involved? • Decision-makers situation – How are these changes impacting your objectives? What resources do you have at your disposal? What is the time frame for required action?
  • 23. Questions to Ask the Marketing Manager cont. • Information – What do you know about the circumstances of these changes? • Suspected causes – Why have these changes come about? • Possible solutions – What can you change? • Anticipated consequences – What will result from changes made? • Assumptions – Why do you anticipate these responses to actions?
  • 24. Differences between Managers and Researchers Attribute differences Decision makers Researchers Research motivation To make symptoms disappear To discover facts and relationships Disposition to Want answers to questions Want to ask question knowledge Orientation Pragmatic, subjective Scientific, objective Responsibility To make profit To generate information Use of the research Political Non-political Level of involvement Highly involved, emotional Detached, analytical Training General decision making Scientific/technique
  • 25. Management Decision Problem • What the decision maker needs to do? – What does the company need to do to increase its market share? – Should the product be changed or a new one introduced? – Should we increase or change promotion? – Should the market be segmented differently?
  • 26. The importance of proper problem definition The right answer to the wrong question may be worthless or even harmful. – RJ Reynolds and Real cigarettes – Coca–Cola and new Coke formula. 26
  • 27. The process of defining the problem • Problem definition indicates a specific marketing decision to be clarified or problem to be solved. • It specifies research questions to be answered and the objectives of the research. • It involves several interrelated steps. 27
  • 28. The process of defining the problem 28
  • 29. Ascertain the decision–maker’s objectives • Researcher must attempt to satisfy decision– maker’s objectives. • Managerial goals should be expressed in measurable terms. • The iceberg principle: the dangerous part of many marketing problems is neither visible to nor understood by marketing managers. 29
  • 30. Understand the background of the problem • Exercising managerial judgement • Situation analysis: informal gathering of background information to familiarise researchers or managers with the decision area. 30
  • 31. Isolate and identify the problems, not the symptoms • Symptoms can be confusing. – Certain occurrences that appear to be the problem may be only symptoms of a deeper problem. 31
  • 32. Isolate and identify the problems, not the symptoms 32
  • 33. Determine the unit of analysis • Individuals, households, organisations, etc., • In many studies, the family rather than the individual, is the appropriate unit of analysis. 33
  • 34. Determine the relevant variable • Variable is anything that varies in value. – For example, attitudes toward airlines may be a variable ranging from positive to negative. • Categorical/classificatory: limited number of distinct values • Continuous: infinite number of values • Dependent: variable that is to be predicted or explained • Independent: variable that is expected to influence the dependent variable. 34
  • 35. State the research questions and research objectives • Written statement of research questions and research objectives that clarifies any ambiguity about what the research hopes to accomplish. 35
  • 36. Clarity in research questions and hypotheses • Research questions and hypotheses add clarity to the statement of the marketing problem. • A hypothesis is an unproven proposition or a possible solution to a problem. – For example, if consumers’ attitudes toward a product are changed in a positive direction, consumption of the product will increase. • A hypothesis should provide information that will be useful in decision–making. 36
  • 37. Marketing Research Question • What information is needed and how that information can be obtained effectively and efficiently? – To determine the effectiveness of the current advertising campaign. – To determine consumer preferences and purchase intentions for a new product. – To determine whether children influence their parents purchase habits of environmentally friendly products. – To identify consumer attitudes towards the company image.
  • 38. How do you assist the client in clearly defining the problem? Michael Sparks, Director Intuitive Solutions
  • 39. Potential Errors of Marketing Research Questions • Too broad • Too narrow Solution! • Broad statement • Specific components
  • 40. Example: Research Objectives • Broad statement (i.e., research question) – To understand the decision making process of potential university students in their choice of university . • Specific components (i.e., research objectives) – To determine the factors potential students consider to be important in selecting a university. – To determine when decisions regarding university selection are made. – To determine sources of information and people who influence potential students decision regarding choice of university.
  • 41. Research Objectives cont. • Should be: – Precise – Detailed What variales are required to meet the – Clear research objectives? – Operational e.g. Compare the demographic profiles of buyers and non-buyers using age, sex, education and annual family income
  • 42. Example: Research objectives Management Problem • How can consumer attitudes towards our company be improved? Should advertisement X be run? Research Problem/question • To determine the effectiveness of the current ad. Research objectives • To determine whether consumers can recall the advertisement • To identify whether the advertisement will be interpreted accurately • To evaluate the influence of the advertisement on attitudes towards the product.
  • 43. Objective and Theoretical Foundation • Research should be based on objective evidence and supported by theory – e.g., books, journals and monographs • Helps determine which variables should be investigated and how they should be measured Literature Review Background – Required for Phase 1 of Assessment
  • 44. Decision–oriented research objectives • The research objective is the researcher’s version of the marketing problem. – Explains the purpose of the research in measurable terms – Defines standards for what the research should accomplish – Also influences decisions about the research design. 44
  • 45. Decision-oriented research objectives 45
  • 46. Decision–oriented research objectives • Statement of a marketing problem influences the research objectives, which in turn, becomes the basis for the research design. 46
  • 47. Research proposal • A written statement of the research design that includes a statement explaining the purpose of the study. • Detailed outline of procedures associated with a particular methodology. • All ambiguities about why and how the research will be conducted must be clarified before the proposal is complete. 47
  • 48. Research proposal(2) • A mechanism that allows managers to evaluate the details of the proposed research design and determine if alterations are necessary. • Helps managers decide if proper information will be obtained to accomplish what is desired. • The format follows the six stages in the research process outlined in Exhibit 1.2. – Basic questions asked when planning research design. 48
  • 49. Stage one — problem definition • What is the purpose of the study? • How much is already known? • Is additional background information necessary? • What is to be measured? How? • Can the data be made available? • Should research be conducted? • Can a hypothesis be formulated? 49
  • 50. Stage two — selection of basic research design • What types of questions need to be answered? • Are descriptive or causal findings required? • What is the source of the data? • How quickly is the information needed? • How should survey questions be worded? • How should experimental manipulations be made? 50
  • 51. Stage three — selection of sample • Who or what is the source of the data? • Can the target population be identified? • Is a sample necessary? • How accurate must the sample be? • Is a probability sample necessary? • Is a national sample necessary? • How large a sample is necessary? • How will the sample be selected? 51
  • 52. Stage four — data gathering • Who will gather the data? • How long will data gathering take? • How much supervision is needed? • What operational procedures need to be followed? 52
  • 53. Stage five — data analysis and evaluation • Will standardised editing and coding procedures be used? • How will the data be categorised? • Will computer or hand tabulation be used? • What is the nature of the data? • What questions need to be answered? • How many variables are to be investigated simultaneously? • Performance criteria for evaluation? 53
  • 54. Stage six — type of report • Who will read the report? • Are managerial recommendations requested? • How many presentations are required? • What will be the format of the written report? 54
  • 55. Overall evaluation of the research design • How much will the study cost? • Is the time frame acceptable? • Is outside help needed? • Will this research design attain the stated research objectives? • When should the research begin? 55
  • 56. Anticipating outcomes • The anticipation of statistical findings is often lacking in research proposals. • Use of a dummy table helps manager gain a better understanding of the actual outcome. • Dummy tables: representations of the actual tables that will be in the findings section of the final report. 56
  • 57. What is the strategic value of a single source monitor? William Burlace Roy Morgan Research
  • 58. Explain the use of market research for Sofitel Hotels. Neil Paterson Director of Sales and Marketing Sofitel Hotel, Gold Coast
  • 59. What types of marketing issues do clients generally want researched? Peter Kenny Managing Director Colmar Brunton
  • 60. How does a small research company compete against the big players? Michael Sparks Director - Intuitive Solutions

Hinweis der Redaktion

  1. 18
  2. In using tracking monitors, what are clients generally tracking? Click on the media player to view the video clip. Key points raised in the video clip: Track market share, awareness of brand, ad recall, customer satisfaction, etc. Can also track their competitors’ market shares, the likelihood of their competitors’ customers switching, etc.
  3. Click on the media player to hear the thoughts of our real world guest speaker. The Story Bridge Adventure Climb is a most spectacular way to discover Brisbane and its surrounding natural beauty. It is a start-up venture, commencing operations in late 2005. One of only 3 bridge climbs in the world, it offers: A 2 ½ hr soft adventure experience Spectacular, uninterrupted 360° views Interesting & factual  commentary provided by experienced climb leaders Morning, day and night climbs It’s challenging but safe; unique but affordable. http://www.storybridgeadventureclimb.com.au/home.html
  4. The introduction of a new competitor into the Australian market, namely Specsavers. Perhaps there is a decline in sales as a result in changes to technology (e.g., laser eye surgery as opposed to eyewear). consumers have become price sensitive, possibly because of economic conditions.
  5. What is the strategic value of a single source monitor? Click on the media player to view the video clip. Key points raised in the video clip: The strategic value comes from having the answers from one group of people (there is no data fusion). So users of the data can examine the relationship between responses to any questions on the monitor.
  6. Click on the media player to hear the guest speaker. Sofitel Hotels are owned by the Accor Group. Accor is the world's largest hotel and tourism group with more than 3,500 hotels and resorts in 90 countries. Accor is mentioned in the video clip. The Sofitel Gold Coast is a five-star luxury hotel in Broadbeach, Queensland. It has recently undergone a $20 million upgrade. All its 293 hotel rooms have been extensively renovated and feature contemporary furnishings and fittings, LCD televisions, digital telephones and the latest IT communication services. http://www.sofitelgoldcoast.com.au/explore.html
  7. What types of marketing issues do clients generally want researched? Click on the media player to view the commercial. Key points raised in the video clip: Clients are sector specific. Most of Colmar Brunton’s clients are from FMCG and manufacturing based clients. Types of marketing issues are concerned with how to grow the business: - New product development - Brand and advertising tracking - Customer satisfaction with retail trade (to lesser extent) - Purchase driver analysis (investigating decision making at the point of purchase).
  8. How does a small research company compete against the big players? Click on the media player to view the video clip. Key points raised in the video clip: Intuitive Solutions is a small marketing research agency. They differentiate themselves from larger research providers by trying to build strong relationships with their clients. They do this by investing time in understanding each client’s business; by having only senior staff working on the research; by providing their clients with tailored solutions rather than ‘off-the-shelf’ solutions; by being prepared to extend their involvement into areas of their business beyond traditional marketing research. As a result they deepen the relationship with clients, their businesses and their marketing environments. In summary, they position themselves as being highly experienced experts in the area that work directly with their clients.