Download - Principles of marketing l4 (w4)2012(1)

Principles of Marketing L4

Dr. Norman Peng Sr. Lecturer in Marketing

Market Research and IS

Teaching objectives

• Last week, we discussed consumer behaviour• This week, we will cover market and

marketing research– Introducing market/marketing research – Introducing primary and secondary research – Some characteristics of different research

methods– MIS


Market/Mkting Research


There is a need to distinguish between Marketing Research and Market Research:

• Marketing research refers to all the activities

necessary to bring a product to the consumer

• Market research refers to 'ad hoc' research carried out

to identify a specific characteristic about a market or

product


The purpose of research

• Explore, describe, generalise, and predict

• But before we going into primary research, we need to make sure we are not reinventing the wheel!– The importance of desk research – also known as secondary data research


Secondary source: Mintel


Mintel: http://academic.mintel.com/sinatra/oxygen_academic/my_reports/

Secondary source: Government/NGO’s publications


Secondary research (desk research)

Data collected and analysed mainly sitting at a desk• Internal sources• External sources

Data being examined originally collected for some other purpose

Advantages:

• Cheap and quick

• Defining the scope for a field study

• Provides a preliminary view about the market, competition, etc

• Compare with fieldwork results

Secondary Research


• Availability

• Relevance

• Accuracy

• Sufficiency

• Examples

Disadvantages:

Secondary Research….


Primary research

• After secondary research, we know it is not enough…

• Typical flow – A plan pilot test main research analysis and

interpretation report writing and presentation


Exploratory and Descriptive

• Purposes: to see the questions are worth further research

• Common methods– Story about ethnography



• Sudhir Venkatesh – Gang Leader for a Day: A

Rogue Sociologist Takes to the Streets



• Sampling and data gathering method

• Characteristics of the data gathered

• Afterwards: generate propositions/hypotheses to be further research


Generalise and predictive

• Purposes: to verify the research’s hypothesis • Common methods• Sampling and data gathering method


Generalise and predictive

• Results gathered– Pilot test’s importance

• Results analysis: SPSS

• Afterwards: go back to qualitative research


Ethical issues

• Effects on the participants – Underage, minority, vulnerable group – Intrusions on privacy

• Researcher’s own behaviour


(In)famous Experiments

• Milgram experiment (1961-63)– Social psychology professor Stanley Milgram (Yale)– Purpose – Expect: 3% would go all the way (450 Volt)– Actual result from 40 participants?



– Teacher-student memory test • Please continue. • The experiment requires that you continue. • It is absolutely essential that you continue. • You have no other choice, you must go on.



• Stanford Prisoner experiment (1971)– Psychology professor Philip Zimbardo

• 24 participants + himself • 14 days to study abusive behaviour in prison


I(nformatin)S(ystem)


Definition

• Definition- – A system which marketing information is formally

gathered, stored, analysed and distributed to managers in accord with their informational needs on a regular basis

• Difference between data and information


Sources of data and information

• In-house– Advantages (e.g., tailored)– Disadvantages (e.g., economic of scale)

• Outsource – Advantages (e.g., convenient)– Disadvantages (e.g., privacy)


MIS in application

• TV viewing – Viewership – TV watching pattern

• Retail – Heat/motion sensor

• E-business – Click-through rate, navigation pattern


Next week

• Lecture– Segmentation, positioning, and managing

products and brands (ch.8,9,10)• Seminar

– Group formulation – Mock test


Thank you

Any Questions?
