Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.
-
Upload
sharlene-moody -
Category
Documents
-
view
220 -
download
0
Transcript of Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.
![Page 1: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/1.jpg)
Promotion mix and Market Research
Week-10Lecture Hour
04/21/23 Dr. Yuvaraj 1
![Page 2: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/2.jpg)
Marketing Communications Mix
The marketing communications mix comprises:
AdvertisingSales promotionPublic relations & publicityPersonal sellingDirect marketing
04/21/23 Dr. Yuvaraj 2
![Page 3: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/3.jpg)
Why?
04/21/23 Dr. Yuvaraj 3
![Page 4: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/4.jpg)
Includes:TVnewspapersmagazines & periodicals
cinema radiobillboards & posters Internetother media
eg buses, taxis, petrol pumps
Advertising
04/21/23 Dr. Yuvaraj 4
![Page 5: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/5.jpg)
Best use of the media
04/21/23 Dr. Yuvaraj 5
![Page 6: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/6.jpg)
TV large audience see product-in-use sound and vision relaxing environment cable, satellite and digital provide scope to segment
expensive consumers may find commercials irritating
PVRs can screen out
Media Choice
04/21/23 Dr. Yuvaraj 6
![Page 7: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/7.jpg)
What fits in?
04/21/23 Dr. Yuvaraj 7
![Page 8: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/8.jpg)
04/21/23 Dr. Yuvaraj 8
![Page 9: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/9.jpg)
Find the taste!
04/21/23 Dr. Yuvaraj 9
![Page 10: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/10.jpg)
Jingle stays longer….!
04/21/23 Dr. Yuvaraj 10
![Page 11: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/11.jpg)
Guerilla Marketing
04/21/23 Dr. Yuvaraj 11
![Page 12: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/12.jpg)
Internet growth medium consumers actively seeking information
can be interactive sound, pictures and words
segmentation possibilities
on-line shopping ‘pop-ups’ irritate
Media Choice
04/21/23 Dr. Yuvaraj 12
![Page 13: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/13.jpg)
Media SelectionCharacteristics of target audience
Media usage behaviour, exposure
BudgetCreative constraints
Best presentation of the message eg visuals, colour
Timing Seasonality of offering; cost of media at different times
Reach and frequency How wide message needs to be spread, and how often
Media Choice
04/21/23 Dr. Yuvaraj 13
![Page 14: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/14.jpg)
Sales Promotion
Generally short term incentives to stimulate sales people to sell, customers to buy/use
Growing in popularity: Quick response Easier targeting Consumers increasing deal-orientation Often easier to evaluate Aims to break down brand loyalty
e.g. Encourage product trial, brand switching Encourage new product trial
04/21/23 Dr. Yuvaraj 14
![Page 15: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/15.jpg)
Best combo!!!
04/21/23 Dr. Yuvaraj 15
![Page 16: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/16.jpg)
Potential Disadvantages
Frequent offers may ‘cheapen’ the brand image
Encourages consumer promiscuity Consumers wait for the special offer and stockpile
Often used to meet ‘year end’ targets Reduces subsequent sales
Subsidises those who would have purchased anyway
04/21/23 Dr. Yuvaraj 16
![Page 17: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/17.jpg)
Internet Transactions
Business
Consumer
Business Consumer
B2B
e.g. auto industry
C2B
e.g. Priceline
B2C
e.g. Amazon
C2C
e.g. eBay
Source: The Economist04/21/23 Dr. Yuvaraj 17
![Page 18: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/18.jpg)
Publishing One-way provision of information
Interaction, e.g On-line customer service Games, promotions
Transaction On-line purchasing
Integration Automated management of supply chain
Levels of On-Line Marketing
04/21/23 Dr. Yuvaraj 18
![Page 19: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/19.jpg)
Product What products, customer service to offer
Price Same, cheaper or higher than off-line Delivery charges
Promotion Internet only or include traditional Marketing communications mix decisions Affiliate marketing
Place In-house or outsource distribution logistics
The On-Line 4Ps
04/21/23 Dr. Yuvaraj 19
![Page 20: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/20.jpg)
B2B and B2C Electronic Commerce
04/21/23 Dr. Yuvaraj 20
![Page 21: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/21.jpg)
E-Commerce Business Models
Online direct marketing
Electronic tendering system
Name-your-own-price
Find-the-best-price
04/21/23 Dr. Yuvaraj 21
![Page 22: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/22.jpg)
E-Commerce Business Models
Affiliate marketing
Note the Sony logo at the top of this Web page www.howstuffworks.com
04/21/23 Dr. Yuvaraj 22
![Page 23: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/23.jpg)
E-Commerce Business Models
Viral marketing
Group purchasing
Online auctions
04/21/23 Dr. Yuvaraj 23
![Page 24: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/24.jpg)
E-Commerce Business Models
Product customization
Deep discounters
Membership
04/21/23 Dr. Yuvaraj 24
![Page 25: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/25.jpg)
E-Commerce Business Models
Bartering
online
04/21/23 Dr. Yuvaraj 25
![Page 26: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/26.jpg)
Benefits of E-Commerce
Benefits to organizations Makes national and international markets more
accessible Lowering costs of processing, distributing, and
retrieving information
Benefits to customers Access a vast number of products and services
around the clock (24/7/365)
Benefits to Society Ability to easily and conveniently deliver
information, services and products to people in cities, rural areas and developing countries.
04/21/23 Dr. Yuvaraj 26
![Page 27: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/27.jpg)
Limitations of E-Commerce
Technological Limitations Lack of universally accepted security standards Insufficient telecommunications bandwidth Expensive accessibility
Non-technological Limitations Perception that EC is unsecure Unresolved legal issues Lacks a critical mass of sellers and buyers
04/21/23 Dr. Yuvaraj 27
![Page 28: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/28.jpg)
consumers are multitasking
Source: PiperJaffray
04/21/23 Dr. Yuvaraj 28
![Page 29: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/29.jpg)
And…consumers don’t like ADS
Source: PiperJaffray
04/21/23 Dr. Yuvaraj 29
![Page 30: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/30.jpg)
Eight Types of Web sites for Advertising
Portals: most popular; best for reach but not targeting
Search: second largest reach; high advertising value
04/21/23 Dr. Yuvaraj 30
![Page 31: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/31.jpg)
Eight types of sites (continued)
Commerce: high reach; not conducive to advertising
Entertainment: large reach; strong targetability
Mall of Hawai’i
04/21/23 Dr. Yuvaraj 31
![Page 32: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/32.jpg)
Eight types of sites (continued)
Community: emphasize being a part of something; good for specific advertising
Communications: not good for branding; low targetability
04/21/23 Dr. Yuvaraj 32
![Page 33: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/33.jpg)
Eight types of sites (continued)
News/weather/sports: poor targetability
Games: good for very specific types of advertising
04/21/23 Dr. Yuvaraj 33
![Page 34: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/34.jpg)
What it is not: Forcing people to buy things they do not want Having ‘the gift of the gab’ Cheating, conning and lying
The interpersonal arm of the promotional mix: Two-way Communicate with end customers, channels, intermediaries
Represent the company to customers Represent customers to the company
Increasing emphasis on the concept of relationship marketing
Personal Selling
04/21/23 Dr. Yuvaraj 34
![Page 35: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/35.jpg)
The Selling Process
Prospecting and qualifying Pre-approach Approach Presentation and demonstration Overcoming objections Closing Follow-up and maintenance
04/21/23 Dr. Yuvaraj 35
![Page 36: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/36.jpg)
Salesforce Management
Structure / deployment e.g. Geographical, product, market
Compensation Usually fixed + variable (OTE) e.g. Revenue, profit, product mix
Recruitment, selection, training Motivating & managing Evaluating performance
04/21/23 Dr. Yuvaraj 36
![Page 37: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/37.jpg)
Sales Force
Pros Two-way communication with customer
Build relationships
Speedy feedback
Often essential Flexible focusing/targeting
Cons Expensive Requires managerial infrastructure
Focus on volume / revenue can lead to short term, less profitable, approach
04/21/23 Dr. Yuvaraj 37
![Page 38: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/38.jpg)
Market Research Market Information System
04/21/23 Dr. Yuvaraj 38
![Page 39: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/39.jpg)
Sources of information
Internal recordsMarketing intelligenceCompetitor intelligenceMarketing research
04/21/23 Dr. Yuvaraj 39
![Page 40: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/40.jpg)
Marketing information system (MIS)
04/21/23 Dr. Yuvaraj 40
![Page 41: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/41.jpg)
Information and conclusionsDecision-makingSolving a particular problem Continuous improvementTest:
Ideas and conceptsMarketing mix components
Why Market Research?
04/21/23 Dr. Yuvaraj 41
![Page 42: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/42.jpg)
Limitations
Does not make decisionsNot a substitute for judgementCannot accurately predict the futureLess useful for very innovative, unique ideas
Can be wrong…..
04/21/23 Dr. Yuvaraj 42
![Page 43: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/43.jpg)
The Sony Walkman (1979)
“Sony co-founders Akio Morita and Masaru Ibuka came up with the idea, but their own product development team almost rejected it, predicting sales of just 5,000 units per month. Two months after its launch 50,000 units had been sold….sales reached 100 million in spring 2000”
Source: Marketing magazine, 13 July 2000
04/21/23 Dr. Yuvaraj 43
![Page 44: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/44.jpg)
MR Process Problems
Unclear objectives Inappropriate methodologyData entry errorsShallow analysisBias…
04/21/23 Dr. Yuvaraj 44
![Page 45: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/45.jpg)
Bias
Highly precise but wrong resultsSystematic error – cannot be measured
Unrepresentative sample Sample size Questionnaire design Nature of question Interview environment Interviewer bias
04/21/23 Dr. Yuvaraj 45
![Page 46: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/46.jpg)
The Survey Process
Problem definition & objectives (FUNDAMENTAL)
Data (qualitative and/or quantitative)SamplingQuestionnaire designData collection (fieldwork)Data input & processingAnalysis & reporting
04/21/23 Dr. Yuvaraj 46
![Page 47: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/47.jpg)
New Coke
Coca-Cola’s failed flavour re-formulation in the 1980s
Research problem defined as ‘taste not as good as Pepsi’ being the issue
Problem was actually ‘why losing sales to Pepsi’
Conclusion: C-C defined the problem & research objectives incorrectly and thus collected interesting but useless (in fact – damaging) MR data
See ‘Marketing Mistakes’ (6th Ed) by Robert Hartley
04/21/23 Dr. Yuvaraj 47
![Page 48: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/48.jpg)
Data Sources
Secondary data - already exists Internal and external
Primary data – collected first-hand e.g. Your survey project
Always review Secondary Data first
04/21/23 Dr. Yuvaraj 48
![Page 49: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/49.jpg)
Qualitative Research
No imposed structure, can explore issues in detail
Engages respondents in discussion Useful for uncovering attitudes and opinions Provides depth - the ‘why’
BUT
Relies on interviewer skills Results are interpreted Cannot analyse statistically More expensive to analyse
04/21/23 Dr. Yuvaraj 49
![Page 50: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/50.jpg)
Qualitative Collection Methods
Depth interviewFocus groupSelf-completion questionnaireObservation Projective techniques
04/21/23 Dr. Yuvaraj 50
![Page 51: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/51.jpg)
Qualitative Questions
Engage respondents in conversationSemi-structured
Topic list with some order of questions
Unstructured Topic prompts for discussion
Broad, open questions Who, what, why, when, where, how, why, how
Relies on interviewer understanding of the objectives & questioning / probing skills
04/21/23 Dr. Yuvaraj 51
![Page 52: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/52.jpg)
Interpreting Qualitative Results
InterpretativeResponses cannot be aggregated and computed: not ‘like with like’
General theme(s) may emerge which can provide useful clues
e.g. “around 50% of respondents mentioned problems with computing facilities”
Transcribe conversations etc. and include as Appendix in report
04/21/23 Dr. Yuvaraj 52
![Page 53: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/53.jpg)
Quantitative versus Qualitative
ComplementaryNot mutually exclusive
In the same project Within the same questionnaire
04/21/23 Dr. Yuvaraj 53
![Page 54: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/54.jpg)
Quantitative Research
Questionnaire with pre-scribed options Aggregated answers Objective / computation Infer to a population based on statistics Provides breadth - the ‘what’ Cheap to collect and analyse sizeable sample
BUT
‘Tick box’ options may result in omissions Tells ‘what’ but not ‘why’ Often no scope to clarify the question
04/21/23 Dr. Yuvaraj 54
![Page 55: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/55.jpg)
Questionnaire Design
Layout & space
Clear questions
Clear instructions
Concise as possible
Relate to data entry & computation
Always pilot
EVERY QUESTION MUST PAY ITS WAY
04/21/23 Dr. Yuvaraj 55
![Page 56: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/56.jpg)
Instructions: An Example
What was your main reason for joining the club? (select one only)
To play tennis competitively
To play tennis recreationally
To play tennis & for social events
For social events only
Other family members / partner are members
My children play tennis
Other, please state:
_________________________________________________________________________________________
04/21/23 Dr. Yuvaraj 56
![Page 57: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/57.jpg)
Questionnaire Design
Logical order of questions
Related Qs grouped together
Build on previous questions
Use ‘filters’
‘Other, please state..’ Useful but expensive to analyse
Instead: ‘Don’t know’ ‘none of these’
04/21/23 Dr. Yuvaraj 57
![Page 58: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/58.jpg)
Tennis Survey Topics
A LITTLE ABOUT YOU Demographics / membership status etc.
CLUB FACILITIES AND SERVICES Buildings, courts, tennis, social
COURTS AND PLAY Condition, availability, usage etc.
COMMUNICATIONS Newsletters, website, committee etc.
MEMBERSHIP Information, payment methods, joining process
etc.
ANY OTHER COMMENTS
04/21/23 Dr. Yuvaraj 58
![Page 59: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/59.jpg)
Filter Questions
8. Are you a member of any other tennis club?
Yes
Please state which club___________________
Now please go to Question 9
No Now please go to Question 10
9. Do you use other tennis club(s) more regularly than Ealing?
Yes
No
04/21/23 Dr. Yuvaraj 59
![Page 60: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/60.jpg)
Types of Question
Multiple choice answers
Yes/no/don’t know (closed questions)
Rating / ranking scales Decide whether Odd or Even scale e.g. 1 - 5 or 1 - 4 Highest number is best (e.g. Very Good) Relate criteria to objectives
Open (qualitative)
04/21/23 Dr. Yuvaraj 60
![Page 61: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/61.jpg)
04/21/23 Dr. Yuvaraj 61
![Page 62: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/62.jpg)
04/21/23 Dr. Yuvaraj 62
![Page 63: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/63.jpg)
04/21/23 Dr. Yuvaraj 63
![Page 64: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/64.jpg)
Rating Scale Example (1)1. How important are the following facilities and services to you, on a scale where
5 is Very Important and 1 is Very Unimportant.
Very Important
Important Neither Important Nor Unimportant
Unimportant Very Unimportant
5 4 3 2 1
Buildings:
Clubhouse seating area
Bar
Changing rooms & showers
Car park
04/21/23 Dr. Yuvaraj 64
![Page 65: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/65.jpg)
1. How satisfied are you with the following facilities and services, on a scale where 5 is Very Satisfied and 1 is Very Dissatisfied.
Very Satisfied
Satisfied Neither Satisfied Nor Dissatisfied
Dissatisfied Very Dissatisfied
Don’t Know/No Opinion
5 4 3 2 1 0
Buildings:
Clubhouse seating area
Bar
Changing rooms & showers
Car park
Rating Scale Example (1)
04/21/23 Dr. Yuvaraj 65
![Page 66: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/66.jpg)
Sampling
Who do you invite to participate? The larger the sample the better Trade off: Accuracy, Cost, Speed
Methodologies: Simple Random Stratified Cluster Quota Judgement
04/21/23 Dr. Yuvaraj 66
![Page 67: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/67.jpg)
Random
Everyone has an equal (and calculable) chance of being selected, e.g:
The balls in the National lottery draw Rolling an ‘unloaded’ dice
Not generally used in commercial market research
04/21/23 Dr. Yuvaraj 67
![Page 68: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/68.jpg)
Stratified
Groups of mutually exclusive characteristics, random sample drawn from each
E.g: Employee survey on budgeting process
Want to distinguish between views of different job categories
E.g. Director, Service Manager, Officer, Team Leader, Clerical, Front-line etc.
Need a sizeable sample from each category
Not the same as proportion of job category in company as a whole
04/21/23 Dr. Yuvaraj 68
![Page 69: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/69.jpg)
Cluster
Representative geographical areas (clusters) selected, random sample drawn from each
E.g. See ‘New Coke’ (Marketing Mistakes)
04/21/23 Dr. Yuvaraj 69
![Page 70: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/70.jpg)
Quota
Interviewers select people to be interviewed against pre-determined numbers and strata (characteristics)
Extremely common in commercial market research
Risks bias
04/21/23 Dr. Yuvaraj 70
![Page 71: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/71.jpg)
Judgement
Sample selected according to researcher’s judgement
Common in B-to-B market research, e.g:
Research into UK mobile phone industry would need to include the five operators - 02, Vodafone, Orange, T-Mobile and 3
Might also include branded service distributors and equipment suppliers to UK market, such as Virgin, Tesco, Nokia, Motorola etc.
04/21/23 Dr. Yuvaraj 71
![Page 72: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/72.jpg)
Quantitative Data Analysis
Excel MS Access + SPSS SPSS alone Various combinations of above SET UP ANALYSIS TOOL AT QUESTIONNAIRE DESIGN STAGE
04/21/23 Dr. Yuvaraj 72
![Page 73: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/73.jpg)
Analysing Quantitative Data
Look for Overall outcome Similarities and differences between different characteristics
‘Cross-tabulations’ (e.g. favourite perfumes by age group, income etc.)
Correlations not always ‘cause and effect’
High correlation between birth rate in the US population and the price of pigs (Ferber)
04/21/23 Dr. Yuvaraj 73
![Page 74: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/74.jpg)
Market Research Conclusion
Key points to remember for practical MR:
Define problem and MR objectives carefully and clearly
Every question must pay its way Configure analysis tool at questionnaire design stage
Pilot on a small scale before you ‘go live’ with larger sample size
04/21/23 Dr. Yuvaraj 74
![Page 75: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/75.jpg)
Demand estimation
04/21/23 Dr. Yuvaraj 75
![Page 76: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/76.jpg)
Measuring market demand
The total market demand is the total volume of a product or service that would be bought by a defined consumer group in a defined geographic area, in a defined time period in a defined marketing environment under a defined level and mix of industry marketing effort.
04/21/23 Dr. Yuvaraj 76
![Page 77: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/77.jpg)
Estimating market demand
Q= n x q x p Where
Q = total market demand n = number of buyers in the market q = quantity purchased by an average buyer
per year p = price of an average unit
04/21/23 Dr. Yuvaraj 77
![Page 78: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/78.jpg)
Forecasting future demand
Common sales forecasting techniques
04/21/23 Dr. Yuvaraj 78
![Page 79: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/79.jpg)
Forecasting future demand
Environmental forecast Inflation, Unemployment, Interest rates,
Consumer spending and saving, Business investment, Government expenditure.
Industry forecast What is currently happening?
Company sales forecast Buyers’ intentions, Composite of sales force
opinions, Expert opinion. Test market method. Time series analysis, Leading indicators,
Statistical demand analysis, Information analysis.
04/21/23 Dr. Yuvaraj 79
![Page 80: Promotion mix and Market Research Week-10 Lecture Hour 10/15/2015Dr. Yuvaraj 1.](https://reader035.fdocuments.net/reader035/viewer/2022062423/56649ebd5503460f94bc6e3c/html5/thumbnails/80.jpg)
Questions?
04/21/23 Dr. Yuvaraj 80