marketing research session1 英国大学市场调研课件

Ethnics in marketing research practices – Respondent
Dishonesty
Five most important skills for a professional proficient in marketing research
Ability to understand and interpret secondary data Presentation skills Foreign language competency Negotiation skills Computer proficiency
Importance of information
Information is the lifeblood of marketing To manage a business well is to manage its future, and to manage the future is to manage information Information is not just an input for making better decisions, but also a marketing asset that gives competitive advantage Information reduces uncertainty in marketing decisions
Long-Term Share of Till Roll Grocers
28 26 24 22
Share (Expenditure)
20 18 16 14 12 10 8 6 4 2 0
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
Sainsbury
Tesco
Concepts supporting relationship marketing activities
Customer/market knowledge Data integration Information technology Creating customer profiles
Marketing planning and its research activities Situation analysis
Reference data
Store reference details Product details Store turnover Coupon reference data Promotions data
Clubcard transactional data
EPOS feed – item level sales information for all transactions Coupon and voucher redemption Store, date, time
Marketing planning and its research activities – Programme tracking
Programme control -> Product analysis; Environmental forecasting Critical information analysis -> Marketing decision support systems
Marketing planning and its research activities – Programme development
Product portfolio decisions -> Customer satisfaction studies; Service quality studies Distribution decisions -> Cycle time research; Retailing research; Logistic assessment Pricing decisions -> Demand analysis; Sales forecasting Integrated marketing communication decisions -> Advertising effectiveness studies; Attitudinal research; Sales tracking
Two broad categories of research
1. Basic research – to extend knowledge 2. Applied research – to solve a specific problem/grasp a specific opportunity
Other sources
Clubs information Customer complaints Customer Market research Contact history Geodems, 3rd party suppressions
The value of customer information to Tesco
Arguments for external sources of marketing research
Objectivity Provision of specialized talents Flexibility
Ethics in marketing research practices – Research user
1. Firms 2. Consumers 3. Competition 4. Environment
Short-term versus long-term perspective of marketing
Short-term perspective – maximize short-term benefits Long-term perspective – often following a strategy known as relationship marketing
Arguments for internal sources of marketing research
Research method consistency Shared information across the company Minimized spending on research Ability to produce actionable research results
Definition of marketing research
“The function that links the consumer, customer and public to the marketer through information which is used to identify marketing opportunities/problems; generate, refine and evaluate marketing actions; improve marketing understanding and marketing practice” (adapted from Shiu et al. 2009)
Types of marketing research providers
Internal External Customized marketing research firms Standardized marketing research firms Specialized firms (brokers and facilitators)
Clubcard data
Tesco Head Office systems
Clubcard registration data
Name, Surname, Address Telephone and email Dietary requirements Family composition Data protection opt ins and outs
Emerging trends in marketing research
Increased emphasis on secondary research Technology-enabled data management Technology-enabled data acquisition and retrieval Increased internationalization Increased emphasis on provisions of business intelligence and insight
Ethics in marketing research practices – Research provider
Unethical pricing practices No promised incentives to respondents Creation of respondent abuse Selling of unnecessary or unwarranted research services Cheating on the data
Asda
Leabharlann Baidu
Safeway
Morrisons
2004
Time to clarify some terms …
Product vs. Service Customer vs. Consumer Marketing research vs. Market research
Growing importance of marketing research information
Marketing planning and its research activities – Programme design
Target marketing -> Target market analysis Positioning -> Positioning New product planning -> Concept and product testing; Test marketing
Preliminary understanding of marketing research
Session 1 Marketing Research MSc Marketing Programmes 2009-10 Birmingham Business School The University of Birmingham
Misconceptions and realities of marketing research
It does not make decisions, but can provide essential information for making decision It does not guarantee success, but can improve the odds of making a correct decision and attaining marketing success Therefore, marketing research not only meets imminent marketing needs but also increases the probability of longer term marketing success
Market analysis –> Opportunity assessment Market segmentation -> Descriptive studies; Benefit and lifestyle studies Competition analysis -> Importance-performance analysis
Requesting detailed research proposals with no intention of selecting a firm Making broken promises of a long-term relationship or additional projects with prospective research providers