Workshop on quantitative methods in market research/ feb. 2022/ Topics: Key Performance Indicators/Cross Tabulation and Multiple- Response Questions/Data Mapping in Market Research/Brand Mapping/Brand Image/Brand Asset Valuation/Other Indictors in Market Research/Total unduplicated reach and frequency/Price sensitivity meter/Gabor- Granger pricing method/Conjoint analysis/Customer Segmentation (RFM Analysis)

2. An Introduction to Quantitative
Methods in Market Research
Paniz Donyadari

3.  What Is Quantitative Research?
 Quantitative research is all about numbers. It gathers information that can
be counted, measured, or rated numerically. It’s easy to ‘crunch the numbers’ of
quantitative data and produce results visually in graphs, tables and on data analysis
dashboards .
Source:Qualtrics.com

4. Differences Between Qualitative And Quantitative Research
Qualitative Quantitative
Gathered from focus groups, interviews, case studies, expert opinion,
observation
Gathered from surveys, questionnaires, polls
Uses open-ended and open text questions Uses closed-ended (yes/no) and multiple choice questions
Uses a ‘human touch’to uncover and explore an issue (e.g. a
customer complaint)
Cannot use a ‘human touch’ to interpret what people are thinking or
feeling
Helps formulate a theory to be researched Tests and confirms a formulated theory
Results are categorized, summarized and interpreted linguistically Results are analyzed mathematically and statistically
Results expressed as text Results expressed as numbers, tables and graphs
Fewer respondents needed Many respondents needed
Less suitable for scientific research
More suitable for scientific research as it is compatible with most
standard statistical analysis methods
Harder to replicate Easy to replicate
Less suitable for sensitive data: respondents may be biased, too
familiar, or inclined to leak information
Ideal for sensitive data as it can be anonymized and secured
Source:Qualtrics.com

5. Topics:
 Key Performance Indicators
 Cross Tabulation and Multiple- Response Questions
 Data Mapping in Market Research
 Brand Mapping
 Brand Image
 Brand Asset Valuation
 Other Indictors in Market Research
 Total unduplicated reach and frequency
Pricing Methods:
 - Price sensitivity meter
 - Gabor- Granger pricing method
 Conjoint analysis
 Customer Segmentation (RFM Analysis)

6. Key Performance Indicators in Market Research
 Customer Satisfaction (CSAT)
 Net Promoters Score (NPS)
 Likelihood to Switch Score (LTS)
 Customer Effort Score (CES)
 Brand Awareness (Aided and Unaided)

7. Qualtrics.com
Qualtrics.com
Questionpro.com
Datapine.com
Datapine.com

8. Cross Tabulation and Multiple- Response Questions
 When you want to conduct a survey analysis and compare the results for one
or more variables with the results of another, there’s only one solution:
cross-tabulation.
 Cross-tabulation (also cross-tabulation or crosstab) is one of the most useful
analytical tools and a mainstay of the market research industry. Cross-
tabulation analysis, also known as contingency table analysis, is most often
used to analyze categorical (nominal measurement scale) data.
Source:Qualtrics.com

9. Unaided Brand Recall
Total Detergent1 Detergent2 Detergent3 Detergent4
Count Column N % Count Column N % Count Column N % Count Column N % Count Column N %
City
Total 20 100% 5 100% 4 100% 5 100% 6 100%
Kerman 5 25% 1 20% 1 25% 2 40% 1 16.7%
Khuzestan 5 25% 1 20% 1 25% 1 20% 2 33.3%
Shiraz 5 25% 1 20% 1 25% 1 20% 2 33.3%
Tehran 5 25% 2 40% 1 25% 1 20% 1 16.7%
Brand Awareness (multiple responses)
Total Detergent1 Detergent2 Detergent3 Detergent4
Count Column N % Count Column N % Count Column N % Count Column N % Count Column N %
City
Total 20 100% 19 100% 15 100% 15 100% 11 100%
Kerman 5 25% 5 26.3% 3 20.0% 4 26.7% 3 27.3%
Khuzestan 5 25% 5 26.3% 4 26.7% 3 20.0% 3 27.3%
Shiraz 5 25% 4 21.1% 3 20.0% 5 33.3% 3 27.3%
Tehran 5 25% 5 26.3% 5 33.3% 3 20.0% 2 18.2%

10. Data Mapping in Market Research
 Mapping used in market research comes in many shapes and sizes. There are a variety of
different plot points and maps a market research firm can create with data like ZIP Codes,
counties, or even Census Tracts.
 The map below details response per county. Each county is highlighted with a data point
and the darker the color, the higher the percentage. The lighter the color, the lower the
percentage. A simple application or question here might have been: "Are you aware of our
brand?" The percentages indicate the number of residents in each county who are aware of
your organization's brand.
Source:Driveresearch.com

11.  Another map is produced here to show the percentage of people’s (unaided) awareness (in
percentage) for a specific brand. It seems that the mentioned index is higher in provinces
with higher income.

12. Brand Mapping (Perceptual Map)
 Perceptual Maps are a Visual Tool for Marketers. A perceptual map is a visual
technique used by marketers to help understand how consumers perceive competing
brands within a marketplace. It is called a perceptual map because it maps the
“perception” of consumers and how they understand the positioning of competing
brands.
Source:www.perceptualmaps.com

13. Source:www.perceptualmaps.com
Coke
Pepsi
Fanta
Pepsi Next
Diet Coke
Mt Dew
Sweetness
Caffeine
Coke
Pepsi
Fanta
Pepsi Next
Diet Coke
Mt Dew

14. Brand Image
 In order to cut through the noise, you must have a strong brand image. Brand image is
the customer’s perception of your brand based on their interactions. It can evolve over
time and doesn’t necessarily involve a customer making a purchase or using your
products and/or services. Since customers can have a different opinion of your brand,
it’s important to work hard to maintain a consistent brand image.
 Businesses spend a lot of time curating a brand personality, voice, and brand
positioning in the marketplace. All of these contribute to the way a customer interacts
with and perceives your brand, which culminates in brand image.
Source:Qualtrics.com

16. Brand Asset Valuation
 The four Brand Pillars that capture key components of brand health are
Differentiation, Relevance, Esteem and Knowledge.
 Brands are plotted in two dimensions on the power grid: Stature and
Strength. The two dimensions capture the relationship of the four Brand
Pillars.
- Differentiation: A brand's ability to capture attention in the cultural landscape.
A powerful driver of curiosity, advocacy and pricing power.
- Relevance: How appropriate and meaningful a brand is to consumers. Drives
brand consideration and trial.
- Esteem: A measure of how highly regarded a brand is and how well it delivers
on its promises. Leads to trial and commitment.
- Knowledge: The depth of understanding people have of a brand – both its
positive and negative information.
Source:bavgroup.com

17. Jelly A
Jelly B
Jelly c
Jelly D
Jelly E
0
10
20
30
40
50
60
70
80
90
100
0 20 40 60 80 100
Brand
Strength
(Differentiation
and
Relevance)
Brand Stature (Esteem and Knowledge)
Brands are plotted in two dimensions on the power grid: Stature and Strength.
The two dimensions capture the relationship of the four Brand Pillars.
- 1. New or Unfocused: Build Awareness and Traction. Must define a clear
point of view.
- 2. Niche or Unrealized: Low Earnings. High Potential.
- 3. Momentum or Leadership: High Earnings. High Potential.
- 4. Mass Market: High Earnings. Low Potential.
- 5. Eroded: Seriously challenged, hanging on.
Source:bavgroup.com

18.  Other Indictors in Market Research
 Market Share: The percentage of the total market held by one company or
brand. Example: In 2015 Heinz had a 67% share (by value) of the UK market
for baked beans.
 Market growth: The percentage change in market size between last year and
this year. Example: In 2015 the UK market for ‘free-from’ groceries (such as
gluten-free) grew by 19.2%, from £520 million to £620 million.
 Market size (by value): The value of all the sales by all the businesses in a
market sector. Example: The UK market for wrapped bread was worth £1.4
billion in 2015.
Source: https://www.hoddereducation.co.uk/media/Documents/magazine-extras/business/BusRev%2023_2/BusinessReview23_2_poster.pdf?ext=.pdf

19. product 1
product 2
product 3
product 4
product 5
relative
market
share
market growth
product1
product2
product3
product4
product5

20. Van Westendorp’s Price Sensitivity Meter
 Developed by economist Peter Van Westendorp, the price sensitivity meter is a
type of direct pricing research that constructs a range of acceptable prices for a
given product. By asking the following four questions, Van Westendorp’s Price
Sensitivity Meter creates a range of acceptable prices for a given product:
 At what price would you begin to think the product is too expensive to
consider?
 At what price would you begin to think the product is so inexpensive that you
would question the quality and not consider it?
 At what price would you begin to think the product is getting expensive, but you
still might consider it?
 At what price would you think the product is a bargain – a great buy for the
money?
Source:Qualtrics.com

21. Source:Qualtrics.com

22. Gabor- Granger Pricing Method
 Pricing studies are designed to help you understand what customers are willing to
pay for a product, and determine the optimal price point to maximize revenue.
Developed by Andre Gabor and Clive Granger, the Gabor Granger Pricing
Technique finds the relationship between price and demand, uncovering the
optimum price point that maximizes revenue.
 In addition to the optimum price, the Gabor Granger technique produces a price
elasticity curve, which illustrates the effect of raising and lowering the price on
demand so you can see the impact of changes to pricing on potential sales.
Source:Qualtrics.com

23. Source:Questionpro.com

24. TURF Analysis
 TURF Analysis or Total Unduplicated Reach and Frequency Analysis, is a
statistical research methodology that enables the assessment of potential of
market research for a combination of products and services. It analyzes the
number of customers reached by a particular communication source and how
often does that happen.
Source:Questionpro.com

25. Best Reach and Frequency by Group Size
Variables
Statistics
Group Size Reach Pct of Cases Frequency Pct of Responses
ADDED: lemonade 1 46 39.0 46 17.7
ADDED: watermelon
KEPT: lemonade
2 56 47.5 90 34.6
ADDED: apple
KEPT: lemonade, watermelon
3 60 50.8 122 46.9
ADDED: strawberry
KEPT: apple, lemonade,
watermelon
4 63 53.4 160 61.5

26. Conjoint Analysis
 Conjoint analysis is a market research technique used to identify consumer
preferences and evaluate the product trade-offs they would make. It is a
method used across industries to understand the perceived importance and
preference for each feature within the product or service.
 Conjoint analysis presents a respondent with a combination of choices in a
package and analyzes their discrete choices. Their selections are then used as
a reference point for the optimal package you should offer.
Source:Qualtrics.com

27. Utilities
Utility Estimate
color
white 0.24
pink -0.79
black 0.54
price
1000 -0.50
1500 -0.87
2000 1.57
2500 -0.20
os
android -0.60
microsoft windows 2.10
symbian -1.50
guarantee
yes -1.00
no 1.00
(Constant) 5.59

28. Customer Segmentation
 Customer segmentation is the process by which you divide your customers up
based on common characteristics – such as demographics or behaviors, so you can
market to those customers more effectively.
 These customer segmentation groups can also be used to begin discussions
of building a marketing persona. This is because customer segmentation is
typically used to inform a brand’s messaging, positioning and to improve how a
business sells – so marketing personas need to be closely aligned to those
customer segments in order to be effective.
Source:Qualtrics.com

30. Thanks For Your Attention