MARKETING RESEARCH

2
Marketing Research Focus Next Practices
Well Known
Practices
Best
Practices
Next
Practices
Market Perspective,
Diversity,
Ethics

Leadership,
Intercultural Training,
Global Perspectives
Amplify
Weak Signals
3
The Current Paradigm:
Value = f (Internal Efficiency)
Suppliers
The Firm
Channel
SCM ERP CRM
Quality
Cycle time
Innovation
4
Digital TV set
Digital Video Recorder
Digital Set-top Box Flat Displays
Tablet PC
PC
DVD
Stereo System Game Console
Cable TV
Satellite TV
Internet Video
Video Camera
Cell Phone
Web TV
Digital
Camera
HDTV
CD Player
Multimedia Storage
Digital Broadcasting
Electronic Toys
Reality TV
PDA
PCTV
Interactive TV
Pager
MP3 Player
Printers
Scanners
Digital Imaging System
Telematics
Laptop
Handheld
Video on
demand
FAX
Home Networking
E-mail
Digital Jukebox
Wearable
Computer
Emerging Entertainment Space in Marketing Research
5
Consumers and the Wellness Space?
Nutritional
supplements
Health
supplements
Herbal
medicine
Alternative
medicine
Nutraceuticals
Cosmaceuticals
Cosmetics
Beauty
aids
Health
foods
Lifestyle
drugs
Therapeutics
Ayurveda
Specialty
clinics
Hospitals
Treatment
centers
Health
spa
Self
care
Remote
diagnostics
Minimally
invasive
treatments
Pharma
drugs
Medical
devices
Fitness
regimen
Remote
consultation
Drug
delivery
Genetic
screening
Personalized
medicine
Pharmacogenomics
Assisted
Living
Yoga
Surgery
6
New Marketing Research Space
Nutritional
supplements
Health
supplements
Herbal
medicine
Alternative
medicine
Nutraceuticals
Cosmaceuticals
Cosmetics
Beauty
aids
Health
foods
Lifestyle
drugs
Therapeutics
Ayurveda
Specialty
clinics
Hospitals
Treatment
centers
Health
spa
Self
care
Remote
diagnostics
Minimally
invasive
treatments
Pharma
drugs
Medical
devices
Fitness
regimen
Remote
consultation
Drug
delivery
Genetic
screening
Personalized
medicine
Pharmacogenomics
Assisted
Living
Yoga
Surgery
7
Connectivity and Consumer Activism:
1. Information Access
2. Global View
3. Networked
(Individuals,
Communities)
4. Experimentation
5. Activism

Impact on
Value Creation?
8
Connectivity
Patient
Away Hospital
Your Doctor
Doctor on
Location
Experts
Conference
Spouse
9
Car as a Stand Alone Product or a Node in Seamless
Connectivity?
High Capacity
CC Node
10
The Basic Transformation
Suppliers
The Firm
Channel
SCM ERP CRM
Nodal
Firm
11
What is the Transformation?
1900 2000 2015
Undifferentiated Mass Market
Vertically Integrated Firm
12
The Meaning of research is Changing
Product
Innovations
Customer
Specific
Solutions
Customer
Experiences:
Co Creation
Pre 1995 1995 - 2001-


Customers
Customers
The wrong side of organization
The right-side of organization
Customer Driven Research
14
Transformation of the
Elements of Value Creation: DART
Value Creation
Space
Access
Dialogue
Risk-Benefits
Transparency
15
Drivers of Innovation (Research)
The Next Practices
The Future of Competition:
Co Creation of Value
Value
Creation
Space
The systematic and objective identification, collection, analysis, dissemination,

and use of information, and use of information for the purpose of assisting management

in decision making r elated to the identification and solution of problems (and opportunities)

in marketing
Marketing Research
International Marketing Research has enabled IBM to

Introduce innovative new products and services such

the eServer
Business
Implicit Business
Plan
Explicit Business
Plan
Functional Areas

Marketing, finance, hr
Role of Marketing Research
Information for
marketing
decisions
Marketing
Plan
Marketing
Strategy
Level I
Segmentation

Target Market
Selection

Positioning
Product
Pricing
Promotion
Place
Process Management
Physical Appearance
Level 2
Lipton developed the cold brew blend
when marketing research revealed that
consumers wanted an iced tea that could be
brewed with cold water instead of boiling
Role of Marketing Research
Controllable
Marketing
Variables

Product
Pricing
Promotion
Distribution
Customer Group
Consumers
Employees
Shareholders
Suppliers
Marketing Mangers
Market segmentation
Target Market Selection
Marketing Programs
Performance and control
Assessing
Information needs
Providing
Information
Marketing
Decision Making
Uncontrollable
Environment
Factors
Economy
Competition
Laws and regulation
Social and
cultural factors
Political factors
Marketing research helped Chrysler to
Identify the minivan market and develop
and market products targeted at this
segment
Application of Marketing Research
Strategic
Demand forecasting
Sales forecasting
Segmentation studies
Identification of target markets
Positioning strategies
Tactical
Product testing
Pricing research
Advertising research
Promotional research
Distribution and logistic related research
Classification of Marketing Research
Problem identification research

Market potential research
Market share research
Image research
Market characteristic research
Sales analysis research
Forecasting research

Problem solving research

Segmentation research
Product research
Pricing research
Promotion research
Distribution research
Marketing Research Process
Problem Definition

Development of an approach to the problem

Research design formulation

Fieldwork or Data collection

Data Preparation and Analysis

Report Preparation and Presentation

A correct definition of the marketing
research problem and an appropriate
approach helped Harley Davidson to make
the right decision to invest in its
production facilities
Research Design

Definition of the information needed

Secondary data analysis

Qualitative research

Collecting Quantitative data

Questionnaire design

Sampling process

Plan of data analysis
Exploratory
Descriptive
Research
Research Design
Causal
Research

Conclusive Research
Cross-sectional
Design

Longitudinal
Design

Single
cross-sectional
Multiple
Cross-Sectional
Design
Exploratory Conclusive
Objective To provide insights and
understanding
To test specific hypotheses and
examine relationship
Characteristics Information needed is defined
only loosely

Research process is flexible and
unstructured.

Sample is non-representatives.

Analysis of primary data is
qualitative
To test specific hypotheses and
examine relationship

Information needed is clearly
defined

Research process is formal and
structured.
Data analysis is quantitative.

Sample is large and representative.

Findings used as input into decision
making
Findings/Results Tentative
Outcome Generally followed by further
exploratory or conclusive
research
Difference between exploratory and conclusive research
Exploratory research followed by
conclusive research helped Starbucks
realize that the environment was an
important cause influencing consumers
perceptions of companies and brands
A comparison of basic research design
Exploratory Descriptive Causal
Objective Discover ideas and
insights
Describe market
characteristics or
functions
Determine cause and
effect relationships
Characteristics Flexible
Versatile
Often the front end of
total research design
Marked by the prior
formulation of
specific hypotheses

Prepared and
structured design
Manipulation of one or
more independent
variables

Control of other
mediating variables
Methods Expert surveys
Secondary data
Pilot surveys
Qualitative research
Secondary data
Surveys
Panels
Observation and
other data
Experiment
Vedio
City bank makes use of exploratory,
Descriptive and causal research in
Designing its marketing programme
Types of exploratory
studies
Literature survey
Experience survey
Focus groups
Analysis of selected case
Cross Sectional Design


A type of research design involving the collection of information
from any given sample of population elements only once.


Single cross sectional design in which one sample of respondent is drawn
from the target population and information is obtained from this sample
once


Multiple cross sectional design:- A cross-sectional design in which there are
two or more samples of respondents and information from each sample is
obtained only once
By using cross-sectional and
longitudinal surveys, McDonalds
has determined what apples to
European youth and positioned
itself accordingly
Longitudinal Design

A type of research design involving a fixed sample of population

elements that is measured repeatedly. The sample remains the same

Causal research in the form of an

Experiment helped MeadWestvaco

determine the effectiveness of a new

merchandising display system
Report Preparation and Presentation Process


Problem definition, approach, research design and field work

Data analysis

Interpretation, conclusion and recommendation

Report preparation

Oral presentation

Reading of the report by client

Research Follow- UP
Marketing Research can help department
Stores such Sears to determine relative
strength and weakness and improve
Competitive positioning
Marketing Intelligence
Ongoing process
Usually done in-house
Not meat for immediate action
General purpose
Focus on competition, environment
Marketing Research
Project based information
Mostly outsourced
Action oriented
Very specific answers to questions
Focus on consumers, influences etc
Market research company : IMRB, ORG-MARG, TN Sofres, MODE, Gallup-MBA
Market Information system (MIS)

A formalized set of procedures for generating, analyzing
Storing, and distributing pertinent information to marketing
decision makers on an Ongoing basis
Decision support system (DSS)

Information system that enable decision makers to interact directly
With both database and analysis models.

The important components include hardware and communication network
Database, model base, model base and the DSS User
Data system
Model system
Dialog system
Information
Components of Decision Support System (DSS)
Ongoing marketing research, which
Become a part of its DSS, has enabled
FedEx to adopt an aggressive
Information oriented approach
to competition
Data Collection

Primary and Secondary
Analysis of secondary data and subsequent
Research led Vans,Inc.to open large skate parks
that have been very successful
A sound approach ,graphical model, research
Question Hypotheses, and specification of
Information needed helped United Airlines to
Discover the importance of food to
airline customer

Projective Technique
Vague stimulus that an individual is asked to describe

Word

Sentence

Storytelling

Story telling
Reactions