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Lecture 1 Marketing Research Nature
1. Marketing Research
International Program
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2. Please select…
1. The nature of marketing research
2. Qualiltative sources of information
3. Quantitative sources of information
4. Experimental designs
5. Questionnaires
6. Measuring and scales
7. Sampling
8. Data analysis
9. Multivariate analysis of information. Dependence methods.
information. methods.
10. Multivariate analysis of information. Independence methods.
information. methods.
11. Reporting research.
research.
Inicio
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
3. Lecture 1.
The nature of marketing
research .
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
4. Learning objetives
• Understandig key concepts.
• A survey of the marketing research
process.
• How to locate marketing research into
companies.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
5. Tema 1. The nature of marketing research
Please select …
1. Marketing information system.
2. What is marketing research ?
3. Stages of marketing research
4. Planning marketing research
5. The marketing research department and the company
6. Some difficulties for adopting marketing research
7. Internal or external marketing researach
8. Guidelines for hiring marketing research
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
6. 1. The marketing information system
A MIS consists of people, equipment and
procedures, to gather, sort, evaluate and
distribute needed, timely and accurate
information to marketing decision
makers.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
7. The MIS key information flows
• Marketing intelligence
surveys marketing
environment:
demographics, economics,
political, legal, cultural,
and technological.
• Internal records: results
and experiences with
customers, dealers,
suppliers, competitors, and
so on.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
+
9. 2. Marketing research definition.
The planning, collection and data
analysis relevant to marketing
decision making and the
communication of the results to
management.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
10. What for ?
• To understand the present.
• To make decisions.
• To evaluate results
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
11. Stages
• Early stage: from origins until 1860
• Early development stage: 1860-1920
• Building up stage: 1920-1960
• Analitycal power stage: 1960-1990
• Electronic stage: 1990-2000
• E-stage: 2000 …
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
12. Early stage: … 1860
• Goods shortage in the marketplace.
• Demand exceds supply.
• Indifferentiated goods.
• Low quality goods.
• Uncontrolled technology.
• Product orientation.
• Firm objetive: maximum profit.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
13. Early stage:
1860-1920
Environmental conditions
Usual studies in MKT research
• Socialism within this stage
• Urbanization
• Plenty of inventions and • Brand name effect
discoveries • Promotion effect
• New managerial developments • Placement; new stores
• Demand exceds supply • Customer tipologies
• Demand forecasting
• Profit and production orientation
in companies • Scaling
• Marketing research companies
• Some companies are concern with
naming, branding, sales promotion are founded
and product design.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
14. 1.87… 1.97…
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
15. 2009
Fundamentos y Técnicas. 10 ª Ed.
1910 I. Grande y E. Abascal
16. 1870
2009
Fundamentos y Técnicas. 10 ª 2009
Ed.
I. Grande y E. Abascal
17. Building up stage: 1920 - 1960
Environmental conditions
Developments in MKT R
• Population growth
• Markets near saturation • Questionnaire
levels • Sampling techniques
• Urban development • Panels
• Quantitative and
• Tech development
qualitative techniques
• Social struggle, WWI, development
WWII • Experimental design
• Product and sell orientation
• Firm goal; profit
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
18. Analitycal power stage: 1960 - 1990
Environmental conditions Developments in MKT R
• Asian economy emerges • Telephone interview
• Unstable raw materials prices; • Computer languages
petrol, coper, alu… development; Cobol, Fortran
• Petrol crisis in 1974 7, C+…
• Strategic planning development • Data analysis techniques
• Consumerism development
• Informatics and technical • New software development:
development
SPSS, SPAD, LISREL, ...
• Profit and consumer orientation
• PC price is now affordable
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
19. Electronic stage: 1990-2000
Developments in MKT R
Environmental conditions
• Political systems changes: the iron • Research by using electronic
curtain vanishes. Soviet Union methods: mail questionnaire
vanishes • Mayor apreciación del análisis
• Informatic and technical development cualitativo
• Accelerated development in • Plenty of secundary information
sources; internet
communication (telex, fax, mail)
• Scanner data analysis
• New social values: ecology, solidarity • Database analyses in companies
• Social marketing orientation in • MKT research integration in
companies management
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
20. E-stage: 2000 …
Environmental conditions Developments in MKT R
• International migratory flows • Internet usage increases
• China economy grows dramatically • Real time information
• Middle East reveals highly avalability by means of
internet, celular phone, e-
unstable and dangerous
mail…
• International terrorism grows
• Mail questionaire
• EU enlargment: 27 countries in • Consumer research by using
2009 cookies in web pages
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
21. The future of the marketing research
• Conventional markets growth
decelerates.
• New product life cycles are
shortening.
• New product failure consequences
will be more critical than today.
• Companies are expected to react
fast against competitors.
• Markets tend to fragmentation.
• Plentiful scanner data are now
available for computer processing
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
22. 4. Planning marketing research:
sequence of steps
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
23. Formulate the problem
• Identify what happens.
• Be sure that the current situation is not the
consequence of wrong management practices:
for example Coca Cola, AEG, and Kodak.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
24. Try to explain the problem. How ?
•Analyze the environment.
•Search for secundary information
• Exchange judges.
•Ask the experts for help.
• Use theories.
•Formulate hypotheses.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
25. The marketing research team
• Upper managers; they identify
problems, set goals, monitor the
research
• Middle level managers; they go
hand in hand upper managers, help
in goals setting, collect information
and act as liason officers
(coordinators)
• Researchers; they set goals,
collect and analyze information,
report finding and propose actions.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
26. Objectives setting
•Direct method: ask your client
what they want or need.
•Indirect method; ask the client
what sort of decisions will take wit
the provided information.
• Mixed method; a combiantion of
both methods.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
27. and in addition …
• Inform within the company
about the research project,
consult with potentially
beneficiaries or incumbents.
• Research process must be open
for everyone to collect ideas
for a better performance.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
28. Some conflicts among managers and
researches when goals settings
• Attitudes towards knowledge.
• People roles within the company.
• Individuals skills.
• Position within the organigram.
• Final use of the research.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
29. Research design
What is this research for ....?
• For a better
understanding of a
situation or problem ?
• For marketing decision
making ?
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
30. Type of research
Exploratory research Conclusive research
Descriptive Causal
Cross section studies Longitudinal studies
Static sample Panel data Static sample Panel data
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
31. Resarch goal, some exampls. Ejemplos …
Descriptives
Exploratory • Depict groups.
• Concept definition • Image studies.
• To understand • Swot analysis.
problems or situations
• Market
• “Tirar del hilo” … segmentation.
• To collect some • Maketing mix
information to start decisions.
the research.
• To know results or
consequences.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
32. Main diferences between exploratory
and conclusive research
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
33. Goals setting
Exploratory Conclusive
• Research objetive is
generally vague. • Objetives very well
defined and marketing
• Main objetive is
oriented.
generally to gather
• Research objective do
some initial knowledge to
not change.
understand a problem.
• Research objectives can
be redefined.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
34. Information definition de información
Exploratory Conclusive
• Vague. • Precisness defined.
• Frequently changeable. • Unchangeable.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
35. Samples
Exploratory Conclusive
• Samples are large.
• Small samples.
• Selection is complex.
• Simply selected.
• Samples are random.
• Not ramdonly selected.
• They represent the
• Not representative. population
• Results after the analyses • Results are be
are not inferable. inferable.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
36. Data analyses techniques
Exploratory Conclusive
• Frequently used.
• Rarely used.
• They are qualitative. • They are quantitative.
• They are naive.
• They are complex.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
37. Results and insights
Exploratory Conclusive
• Illustrative • Conclusive.
• Results are nor inferable • Results are inferable.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
38. Research usefulness
Exploratory Conclusive
• To collect initial • Marketing decision
information for planning making
a conclusive research
• Results assessment.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
39. 2. Search information: primary o
secundary data
• Secundary data is the
existing information when a
marketing research is still in
outline stage. In other words,
it is the existing information
at a moment.
• Primary data do not exist and
must be created specifically
to conduct a marketing
research. Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
40. Data must be …
• Updated
• Available
• Accurate
• Relevant
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
41. 3. Sample planning …
• Economy.
• Speedness.
• Accuracy.
• Simplicity.
• Common sense.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
42. 4. Data analysis planning
• Naive methods; univariate and
bivariate analyses.
• Multivariate methods:
•Factor analysis.
•Correspondance analysis.
• Cluster and other techniques.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
43. 5. Research budget
How much cost the
research ? ...
• Budget time.
• Budget other expenses.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
44. 6. Take the decision
Some criteria are ...
• Save money.
• Profitabilty
• Net present value.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
45. 7. Undertake, go on…
• Collect data.
• Select data.
• Valuate data.
• Analyze data.
• Get results.
• Get conclusions.
• Make suggestions.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
46. 8. Report the research
• Explain the underlaying problem of
the research and its objetives.
• Justify the methodology.
• Explain the results, conclusions and
sugestions.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
47. 9. Research monitoring.
Monitor the methodology
followed and the usefulness of
the reseach …
• Check list; evaluates the
methodology as the research is in
progress.
• Executives board; eveluates the
usefulness of the research for
managerial improvement.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
48. Marketing research
department wrong
location within the Manager
company´s organigram
Marketing Production Finance Human resources
Conflict
Marketing research
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
49. Marketing research
department right
location within the
company´s organigram Manager
No problem
Marketing reseach
Marketing Production Finance Human resources
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
50. 6. Some obstacles for marketing research
adoption in companies.
• Dificulties of comprenhesiveness among
persons.
• Inappropriate organigram.
• Bad past experiences in marketing research.
• Lack of confidence on quantitative tecniques.
• Negative attitudes towards marketing
research; some people can think they are
beeing investigated, daily concerns, mistrust
about the ethics of the researchers, an so on.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
51. 7. Some aspects to take into consideration for
choosing between internal or external research
1. Research cost from a broad scope; time,
money, efforts.
2. Employees Current labour availability.
3. Researcher profile.
• Experience.
• Skills and competence.
• Prestige or reputation, good name.
4. Lack of bias, impartiallity of the researcher.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
52. How to get guidance in Spain ? … Aneimo and Aedemo
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
64. 8. Hiring marketing research.
ESOMAR/AEDEMO guidelines
• Broad guidelines.
• Particular guidelines.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
65. Broad guidelines
• Explain the problem.
• Set the goals.
• Provide basic information.
• Do not unveil other offers.
• Detail technical aspects.
• Detail the budget and payment method.
• Schedule the reserach.
• Identify speakers.
• Write a contract.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
66. Specific guidelines
• Sampling.
• Data.
• Data analyses and reports.
• Budget and legal effects.
Fundamentos y Técnicas. 10 ª Ed.
I. Grande y E. Abascal
