2. +
Role of Research
Means of providing accurate, impartial information to marketing
decision makers
Identifies consumer needs
Monitors marketing performance
Helps risk reduction
Improves understanding of marketing as a process
4. +
The Use of Research in IMC
Helps to evaluate the:
1.
Efficiency,
2.
Effectiveness and
3.
Economy
of each element within the marketing communications mix (4 Ps)
5. +
Personnel in Market Research
Client company
Marketing research manager
Market research agency
Product/brand manager
Communications agency
6. +
Outline of a Typical Research
Proposal
1)
Project title
2)
Statement of marketing problem
3)
Purpose and scope of project
4)
Data sources and research methodology
5)
Estimate of time and personnel requirements
6)
Cost estimates
7. +
7 Stages of Market Research
1 Problem formulation.
2 Determine research design.
3 Data collection method design.
4 Sample design.
5 Data collection.
6 Analysis and interpretation of data.
7 Prepare research report.
9. Types of Market Research
+
Primary
Secondary
Information is gathered first hand
Information gathered from existing
sources
Various methods of collection
Can be free or purchased from specialist
companies
Both exploratory and/or conclusive
Internal and external sources
Qualitative
Quantitative
✓ Saves time and money
✓ Aims to find out
what relevant
others think
✓ Measurement as ✓ Helps define objectives
main aim
✗ Only feasible on
small samples
✓ Highly
structured
✓ Suggests possible avenues for
research design
✗ No intention to
measure anything
✗ Difficult to
measure people’s
views
✗ No way of checking accuracy
✗ Data is fairly old
11. +
Issues with Sampling Methods
Probability Sampling
Non-Probability Sampling
✗ Expensive
✗ No intention of creating
statistical validity
✗ Time consuming
✓ Easy to gather sample group
✗ Selected respondents cannot be
substituted easily
Seldom used in market research
12. +
Sampling Error
The extent to which the average situation in a sample varies
from the actual average situation in the population of
interest
Nothing can be done to eliminate this error
14. +
Market Monitoring
An ongoing process of market analysis
Data is obtained from a variety of sources
Continuous research and syndicated surveys
Develop strategies based on the understanding of consumers
to launch or sustain products
15. +
Market Monitoring
Audits
Companies pay a subscription and receives the latest data at
regular intervals
Permits analysis of the market i.e. sales value and volume
Allow progress of individual companies, products, product
variations and prices to be monitored over time
Constant source of reference
Helps locate gaps in the market for possibilities of new
products
16. +
Segmentation of Data
Geodemographic data
Classifies small geographical areas according to the
characteristics of their inhabitants
Psychographic data
Differentiates and aggregates consumers in terms of
psychological dimensions
18. +
Market Monitoring
Syndicated Research
Omnibus Surveys
Brief and basic mixture of secondary
and primary data
Unique products of certain agencies
Hundreds of firms can have access to
the same data
A fresh sample is recruited every time
✓ Tend to fill gaps in the regular data
provision
✓ Can ask specific questions when
the need arises
✓ Low cost
✓ Cost effective compared to ad-hoc
research
✗ Respondent fatigue and viewing
order effect
19. +
Media Measurement
Message research
Used for pretesting and post-testing all aspects of creative
messages
Conducted through ad hoc methods
Media research
Looks at effectiveness of different media as vehicles for the
message
Can be bought commercially
20. +
Test Marketing
A controlled experiment in which one or more proposed
marketing actions are trialed in a limited section of the market
place
✓ Assess the viability of a new product before its’ launch
✗ Exposes the product to competitors
21. +
Perceptual Mapping
Drawing of spatial maps based on views of consumers on
different dimensions of the product, couched in comparative
terms
Notas do Editor
Research and Analysis is the first part of the RABOSTIC model.
A need for research arise and a problem is thus identified. A brief is produced by the client company and given to the research agency. The market research agency will then produce a proposal, and should the proposal be deemed acceptable by the client company, research will be implemented and a final research report will be produced.
Validity: measure what you intendto measureReliability: next time we use the same sample method we will get the same results (consistency)In the implementation stage of a product, quantitative analysis is more relevant.The research and analysis part of the RABOSTIC model, is continuously being done in the process, qualifying the recommendations that are being put forward.