consumer behavior chap5
TRANSCRIPT
Najeebhemat
Sharq Institute of higher education
Marketing Research has two words, viz.,
marketing and research.
Marketing means creating, communicating
and delivering value to the customers &
managing customer relationships.
Research means a systematic and complete
study of a problem. It is done by experts. It
uses scientific methods.
Thus, we can say, “Marketing Research is
a systematic method of collecting,
recording and analysing of data, which is
used to solve marketing problems.”
What is Marketing Research? Meaning
Marketing research is "the process or
set of processes that links the
consumers, customers, and end users to
the marketer through information —
information used to identify and define
marketing opportunities and problems;
generate, refine, and evaluate
marketing actions; monitor marketing
performance; and improve
understanding of marketing as a
process.
What is Marketing Research? Definition
THE PROBLEM DEFINITION PROCESS
DiscussionwithDecision Maker(s)
Interviewswith Experts
SecondaryData Analysis
QualitativeResearch
Management Decision Problem
Marketing Research Problem
Tasks Involved
Environmental Context of the Problem
Step I: Problem Definition
Step II: Approach to the Problem
Objective/TheoreticalFoundations
ResearchQuestions
Hypotheses
Step III: Research Design
Analytical
Model: Verbal,
Graphical,
Mathematical
Specification
of
Information
Needed
Factors to be Considered in the EnvironmentContext of the Problem
7
STEP 1
• Defining the problem is the most
important step, because only when
a problem has been clearly and
accurately identified can a research
project be conducted properly.
• Defining the marketing research
problem sets the course of the
entire project.
8
Importance of Defining the Problem
• Problem definition involves stating the general marketing research problem and identifying its specific components.
• Only when marketing research problem has been clearly defined can research be designed and conducted properly.
• Inadequate problem definition is a leading cause of failure of marketing research project.
• Better communication and more involvement in problem definition are the most frequently mentioned ways of improving the usefulness of research.
Tasks Involved in Problem Definition
Discussions with Decision Makers
Interviews with Industry Experts
Secondary Data Analysis
Qualitative Research
Environmental Context of the Problem
• To understand the background to a marketing researchproblem, the researcher must understand the client’s firm andindustry.
• In particular, the researcher analyze the factors that have animpact on the definition of the marketing research problemsuch as:
past information and forecast pertaining to the industry andthe firm;
resources and constraints of the firm;
objective of the decision maker;
buyer behavior;
legal environment;
economic environment; and
marketing and technological skills of the firm.
Management Decision Problem and Marketing Research Problem
• The management decision problem asks what the DM
needs to do, whereas the marketing research problem
ask what information is needed and how it can best be
obtained.
• Research can provide the necessary information to make
a sound decision.
• The management decision problem is action oriented.
It is concerned with the possible actions the DM could
take.
• How should the loss of market share be arrested?
• Should the market be segmented differently?
• The marketing research problem is information
oriented. It wants to determine what information
is needed to make the best decision.
• It involves determining what information is needed
and how that information can be obtained
effectively and efficiently.
• Whereas the management decision problem
focuses on symptoms, the marketing research
problem focuses on underlying causes.
Management Decision Problem and Marketing Research Problem cont. …
Management Decision Problem versus Marketing Research Problem
Marketing research
problem
• Asks what information
is needed and how it
should be obtained
• Information oriented
• Focuses on the
underlying causes
Management decision
problem
• Asks what the
decision maker needs
to do
• Action oriented
• Focuses on symptoms
Components of the Approach
• In the process of developing an approach, we must
not lose sight of the goal - the outputs.
• The outputs of the approach development process
should include the following components:
• Objective/theoretical framework
• Analytical models
• Research Questions
• Hypotheses, and
• Specification of Information Needed.
RESEARCH DESIGN
• A master plan that specifies the methods and
procedures for collecting and analyzing needed
information.
• A research design encompasses the method and
procedures employed to conduct scientific research.
The design of a study defines the study type
(descriptive, correlational, semi-experimental,
experimental, review) and sub-type (e.g., descriptive-
longitudinal case study), research
question, hypotheses, independent and dependent
variables, experimental design, and, if applicable,
data collection methods and a statistical analysis
plan.
WHAT IS RESEARCH DESIGN
PROCESS OF RESEARCH DESIGN
• Problem definition
• Research design
• Data collection
• Data analysis
• Interpretation of results
• Reporting
Tasks Involved In a Research Design
Define the Information Needed
Design the Exploratory, Descriptive, and/or Causal Phases of the Research
Specify the Measurement and Scaling Procedures
Construct a Questionnaire
Specify the Sampling Process and the Sample Size
Develop a Plan of Data Analysis
Classification of Market Research Designs
Research
Design
Exploratory
Research
Conclusive
Research
Secondary
DataExperience
Surveys
Pilot Studies Case Studies
Research
Design
Exploratory
Research
Conclusive
Research
Descriptive
Design
Causal
Design
Cross-sectional
Study
Longitudinal
Study
Secondary
Data StudyObservation
Experiment
Survey
Classification of Market Research Designs
• Usually conducted during the initial
stage of the research process
• Purposes
– To narrow the scope of the research
topic, and
– To transform ambiguous problems into
well-defined ones.
EXPLORATORY RESEARCH
• Provide specific information that aids the
decision maker in evaluating alternative
courses of action
• Sound statistical methods & formal research
methodologies are used to increase the
reliability of the information
• Data sought tends to be specific & decisive
• Also more structured & formal than
exploratory data
CONCLUSIVE RESEARCH
• Descriptive Research– Describes attitudes, perceptions,
characteristics, activities and situations.
– Examines who, what, when, where, why, &how questions
• Causal Research– Provides evidence that a cause-and-effect
relationship exists or does not exist.
– Premise is that something (and independentvariable) directly influences the behavior ofsomething else (the dependent variable).
TYPES OF CONCLUSIVE RESEARCH
• Build on previous information
• Show relationships between variables
• Representative samples required
• Structured research plans
• Require substantial resources
• Conclusive findings
Common Characteristics of Descriptive Studies
• Logical Time Sequence– For causality to exist, the cause must either
precede or occur simultaneously with the effect
• Concomitant Variation– Extent to which the cause and effect vary together
as hypothesized
• Control for Other Possible CausalFactors
Common Characteristics of Causal Studies
SOME EXAMPLES OF MARKETING RESEARCH
COMPANIES
DELPHI RESEARCH
SERVICES PVT LTD.
(National Company)
Delphi research services pvt. ltd
Delphi is a "specialist" market research and strategic consulting firm.
Delphi was set up in 1991 by a small team of research practitioners.
Delphi came into existence primarily to cater to the needs of Indian and
international companies and multi-lateral agencies seeking high quality
and actionable research in the areas of business-to-business /industrial
research and social research. Since 1994, Delphi added one additional
line of business - specialised consumer research exclusively for
the service sector.
Delphi's aim from Day One has been to stay lean and focused.
Over the years, Delphi has made steady and solid progress with a
growing base of renowned customers comprising leading Indian and
international companies and multi-lateral organisations.
Delphi's expertise is sought by companies in India, the Asean region, the
Middle East and the USA.
AREAS OF
SPECIALISATION
• INDUSTRIAL AND BUSINESS TO BUSINESS RESEARCH
• SOCIAL N DEVELOPMENT RELATED RESEARCH
• RESTRICTED AND SPECIALIZED CONSUMER RESEARCH
INFRASTUCTURE
•Headquartered at Bangalore, India's Silicon Valley, Delphi has a
field infrastructure at Mumbai, Delhi and Calcutta.
•Data collection and processing are done in-house.The team has
access to and hands-on familiarity with, a wide assortment of
statistical and econometric software packages.
•Delphi has access to one of the finest in-house databases in the
country relating to Indian industry meticulously developed and
updated by Log In Information Services, a group company.
MAJOR CLIENTS
•Al Pharma (Norway) •Andrew Jergens (USA)
•Becton - Dickinson / Gainwell •Bank Muscat
•Cable & Wireless •Compact A/S ( Denmark)
•DANIDA •Dr. Reddy's Laboratories Ltd.
•Dumex (Denmark)•Getinge (Sweden, Hongong)
•GMR Group •HDFC Bank
•Harman Consumer Group(Denmark) •Helsa AG (Germany)
•High Value Horticulture Plc (UK) •India Meters Ltd.
•Indian Machine Tool Manufacturers
Association (IMTMA)•Indo Gulf Fertilisers & Chemicals Ltd.
•Interlux Group (Nigeria) •JBL (Denmark)
•Kao Corporation (Japan) •Kerry Foods (UK)
•Microland •Mid-Day Group
• Delphi has undertaken over 1,500 projects across diversesectors such as Healthcare, Pharmaceuticals, Earth MovingEquipment, Material handling Equipment, Plastics,Construction and Building Materials, Petrochemicals, Plastics,Processed Food, Packaging, Real Estate, Retail etc. Itsclients include leading Indian and International companies aswell as multi-lateral organizations.
Delphi has designed and executed customized projects in theIndian sub-continent, Asean (Singapore, Malaysia, Thailand,Indonesia, Vietnam, Philippines, Hong Kong, Korea, Taiwan),Middle East (UAE, Saudi Arabia, Oman, Iran, Turkey) and
Africa.
Our website (http://www.delphiindia.com) offers moreinformation about our capabilities, credentials and services.
SpecialtiesB2B: Entry Decisions / Strategies; Competition Profiling;Industry Benchmarking, RETAIL: Assessing Locations forChain Outlets / Malls, DEVELOPMENT : Micro Finance;Baseline, Impact Assessment ; Diagnosing Health,Sustainability of Small Industrial Clusters
Gartner, Inc.(International Company)
Type Public company
Traded as NYSE: IT
Industry Research
Founded 1979
Headquarters Stamford, ConnecticutUnited States
Key people Gene Hall (CEO)Christopher J. Lafond (CFO)Darko Hrelic (CIO)
Products ResearchConsultingEvents
Revenue $1.615 billion (2012)
Net income $165.9 million (2012)
Employees 5,300 (2013)
Website www.gartner.com
Gartner, Inc. (NYSE: IT) is the world's leading information technologyresearch and advisory company. We deliver the technology-relatedinsight necessary for our clients to make the right decisions, every day.From CIOs and senior IT leaders in corporations and governmentagencies, to business leaders in high-tech and telecom enterprises andprofessional services firms, to technology investors, we are the valuablepartner to clients in over 13,000 distinct organizations. Through theresources of Gartner Research, Gartner Executive Programs, GartnerConsulting and Gartner Events, we work with every client to research,analyse and interpret the business of IT within the context of theirindividual role. Founded in 1979, Gartner is headquartered in Stamford,Connecticut, USA, and has 5,700 associates, including more than 1,435research analysts and consultants, and clients in 85 countries.
INTRODUCTION
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PRESS RELEASE
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