chapter copyright © 2009 by nelson education limited. marketing research 4 4-1 prepared by simon...
TRANSCRIPT
Copyright © 2009 by Nelson Education Limited.
Chapter
MARKETING RESEARCH
4
4-1
Prepared by
Simon Hudson, Haskayne School of BusinessSimon Hudson, Haskayne School of Business
University of CalgaryUniversity of Calgary
andand
Marion Joppe, University of GuelphMarion Joppe, University of Guelph
Copyright © 2009 by Nelson Education Limited.
Chapter
Topics
• the meaning of marketing research• types of applied marketing research• key stages in the marketing research
process• relative merits of the various
methodologies• how marketing research can be used
for effective decision making
Marketing Research
4-2
Copyright © 2009 by Nelson Education Limited.
Chapter
MIS and Marketing Research
• Marketing Information System (MIS)Marketing Information System (MIS)– the way in which an organization gathers,
uses, and disseminates its research in the marketing context
• Marketing ResearchMarketing Research
– the systematic and objective search for and analysis of information relevant to the identification and solution of any problem in the field of marketing
4Marketing Research
4-3
Copyright © 2009 by Nelson Education Limited.
Chapter
Research on Consumers
4Marketing Research
4-4 Table 4.1
Copyright © 2009 by Nelson Education Limited.
Chapter 4Marketing Research
4-5
Research on Products and Servicesand on Pricing
Table 4.1
Copyright © 2009 by Nelson Education Limited.
Chapter
Research on Place and Distributionand on Promotion
4Marketing Research
4-6 Table 4.1
Copyright © 2009 by Nelson Education Limited.
Chapter
Table 4.1 Research on Competitionand on the Operating Environment
4Marketing Research
4-7 Table 4.1
Copyright © 2009 by Nelson Education Limited.
Chapter
Table 4.1Research on a Destination
4Marketing Research
4-8 Table 4.1
Copyright © 2009 by Nelson Education Limited.
Chapter
Consumer Research and Competitor Intelligence
• Consumer researchConsumer research– one type of applied research that focuses
on the consumer
• Competitor intelligenceCompetitor intelligence– keeping track of competition by having a
clear understanding of who the competition is and knowing how the company is doing in comparison to the competitors
4Marketing Research
4-9
Copyright © 2009 by Nelson Education Limited.
Chapter 4Marketing Research
4-10
Examples of Tourism and Hospitality Publications
Table 4.2
Copyright © 2009 by Nelson Education Limited.
Chapter
The Ideal Travel Brand and the Travel Brand Today
4Marketing Research
4-11
Copyright © 2009 by Nelson Education Limited.
Chapter
Stages in the Research Process
4Marketing Research
4-12
Copyright © 2009 by Nelson Education Limited.
Chapter
Research Methodology
Two key decisions:
1. Primary versus secondary data– Secondary data is data that already exists
• internal sources eg. Sales figures• external sources eg. Publications, Internet
– Primary data• collecting new information where the
researcher is the primary user
2. Qualitative versus quantitative research
4Marketing Research
4-13
Copyright © 2009 by Nelson Education Limited.
Chapter
Qualitative versus Quantitative Research
4Marketing Research
4-14 Table 4.3
Copyright © 2009 by Nelson Education Limited.
Chapter
• Qualitative Research TechniquesQualitative Research Techniques– Unstructured
• participative observation, for example, mystery shopping
– Structured• projection techniques• focus groups
• in-depth interviews
4Marketing Research
4-15
Qualitative Techniques
Copyright © 2009 by Nelson Education Limited.
Chapter
Quantitative Techniques
• Quantitative Research TechniquesQuantitative Research Techniques– usually based on ‘structured’
questionnaires – method includes factual surveys, opinion
surveys, or interpretive surveys, all of which can be conducted by personal interview, post, telephone or electronically
4Marketing Research
4-16
Copyright © 2009 by Nelson Education Limited.
Chapter
Structured Research
• Repertory Grid TechniqueRepertory Grid Technique– requires respondents to select from a
group of three items– object is to elicit the basis of comparison
4Marketing Research
4-17
Copyright © 2009 by Nelson Education Limited.
Chapter
Structured Research
• Projection TechniqueProjection Technique– “what if?” technique– get subjects to respond to hypothetical, or
projected, situations– For example, subjects might be asked to
indicate how they would spend a particular sum of money if given a free choice
4Marketing Research
4-18
Copyright © 2009 by Nelson Education Limited.
Chapter
Structured Research
• Focus GroupFocus Group– interviewing people in a group – popular market research technique– interviewer (facilitator) of a discussion to obtain
representative views of a wider population– homogeneous in nature and usually comprises 8
to 10 people
4Marketing Research
4-19
Copyright © 2009 by Nelson Education Limited.
Chapter
Structured Research
• Virtual focus groupsVirtual focus groups – online “chat” sessions in which a limited number
of pre-recruited respondents participate in a guided discussion
– brings together participants from virtually anywhere to discuss a client issue, activities, and experiences, or provide feedback on products
4Marketing Research
4-20
Copyright © 2009 by Nelson Education Limited.
Chapter
Structured Research
• Virtual focus groupsVirtual focus groups – online “chat” sessions in which a limited number
of pre-recruited respondents participate in a guided discussion
– brings together participants from virtually anywhere to discuss a client issue, activities, and experiences, or provide feedback on products
4Marketing Research
4-21
Copyright © 2009 by Nelson Education Limited.
Chapter
Structured Research
• In-depth interviewIn-depth interview – can last 45 to 60 minutes and used for
three main reasons:• where the limited number of subjects renders
quantitative methods inappropriate
• when information obtained from each subject is expected to vary considerably
• to explore a topic in the preliminary stages of planning a more formal questionnaire-based survey
4Marketing Research
4-22
Copyright © 2009 by Nelson Education Limited.
Chapter
Survey Method
• Factual SurveyFactual Survey– the respondent is asked to state certain
facts such as age or number of children
• Opinion SurveyOpinion Survey– the respondent is asked to express an
opinion or make an evaluation or appraisal
• Interpretive SurveyInterpretive Survey– the respondent acts as an interpreter as
well as a reporter
4Marketing Research
4-23
Copyright © 2009 by Nelson Education Limited.
Chapter
Benchmarking
• A management technique that allows companies to compare how well they are performing relative to their competitors
– limited application within tourism and hospitality industries has been confined mainly to hotels
– initiatives might include collecting guest satisfaction scores.
4Marketing Research
4-24
Copyright © 2009 by Nelson Education Limited.
Chapter
Sampling
• Sample selection process:
1. Define the population
2. Specify the sample frame
3. Select the sampling method
4. Determine the sample size
5. Draw the sample and collect the data
4Marketing Research
4-25
Copyright © 2009 by Nelson Education Limited.
Chapter
Research Problem Areas
• Lack of qualitative information• Improper use of sophisticated statistical
analysis• Sample is not representative of the
population• Problems with interpretation• Failing to look at segments within a sample• Making assumptions
4Marketing Research
4-26
Copyright © 2009 by Nelson Education Limited.
Chapter
Effective Use of Research in Decision Making
• Success is based on three things:1. Sufficient resources must be allocated to do the
job properly, both in terms of time and money.
2. Managers must be willing to believe the results of the research when they become available, even if they conflict with the management’s own preconceived views.
3. The results should be used. All too frequently, research is commissioned in order to avoid taking an immediate decision
4Marketing Research
4-27