Market Research

Market research

Exam :

• 2min-terms (20-30 minutes)
• Final exam

• 1st quizz : therory + SPSS (25%) – mercredi 2 mai
• 2nd quizzz : theory 25% vendredi 4 mai
• Final : theory + SPSS analysis (50%) 25th may

Pas de slide donné

Session 1

(video clip)

Marketing: a process to create value to customer and to manage relationship with them.

Goal: create exchanges between customers and organizations.

[pic 1][pic 2][pic 3]

What is marketing research?

• The function that links the customer, and public to the marketer through information.
• Information used:

• To identify and define marketing opportunities and problems
• Generate, refine and evaluate marketing actions
• Monitor marketing performance

Why do firms marketing research?

• To be « right » in marketing:
• Need for decision marking information that reduces uncertainty to aid in better managerial decision making.

3 components for marketing research

A systematic process to solve specific marketing problems by the application of the scientific method.

• Systematic process
• Scientific methods
• Marketing problems

(video clip)

Systematic process

• Marketing research consists of a set of principles and techniques for systematically designing the research methods, collecting data, analysing the data, and reporting the data.

[pic 4]

The scientific methods

[pic 5]

The value and costs of marketing research

Types of research

• Exploratory
• Descriptive
• Causal (cause & effect)

Exploratory research

• Company’s sales are decreasing but you don’t know why.
• Clarify ambiguous problems.

Descriptive research

Describes data and characteristics about population or phenomenon being studied.

• What
• Who are the customers?
• When
• Where

Causal research questions

Identifying cause-and-effects relationships among variables – why, what-if.

“will we improve sales if we decrease price by 10%”

Cause: decrease the price

Effect: sales increase

Types of marketing research

The marketing research process :

1. Identify and formulate the problem
2. Determine the research design
3. Design the sample and method of data collection
4. Collect data
5. Analyse the data
6. Interpret, discuss, and present the findings
7. Follow-up.

E-learning :

Utiliser SPSS -> moodle -> fichier chap 2 (dealing with data instruction word + fichier SPSS)

Session 2

Research question

• Why private brand (=grocery products) imitates national brands’ design?
• What kinds of benefit the private brand gets by such imitation? Highly priced? High quality perception?

Generating ideas

• Two criteria of importance to generate the ideas can be met by answering two questions:

• Novel?
• Interesting?

The objective of the research

• To extend human knowledge beyond what is already known.

What is already known -> new knowledge.

Generating ideas

• Is my idea novel?

• A novel idea is one that is original or new.
• You must be able to show how your idea adds to or builds upon the scientific literature.

• Is my idea interesting?

• An interesting idea can potentially benefit society.
• Journals prefer to publish papers that are going to be widely read and useful to their readers.

• Literature: general body of published scientific knowledge.
• Literature review: finding previous published scholarly work that are relevant to the topic.

What we conduct literature review.

• Looking at previously published sources help to gather ideas or information related to the topic.
• Keep up with current trends or major findings.
• It helped to develop new research questions.

Performing a literature review

• Summarize previous research related to the topic.
• Show how this connects to the own research idea.

[pic 6]

• Review articles provide a full summary of research topic by an author who is regarded as an expert on that topic.
• Good starting point of literature review.

• Getting searching: using online databases

• Google scholar
• School library

Theory: once the appearance is similar, consumers think that the quality (or, performance) is similar.

Hypotheses and theories

• Theory: a broad statement used to account for an existing body of knowledge.

• A theory is not necessarily correct; instead it is a generally accepted explanation for evidence as for evidence, as it is understood.        

• Hypotheses: a specific, testable claim or prediction about what you expect to observe given a set of circumstances.

Example: consumers believe that private brand has high quality when private brand imitates the national brand than when private brand does not imitate the national brand.

...