Marketing research

1. Market research

Market research is to do with
collecting information about
consumers and the characteristics
of markets
It involves using surveys(опросы),
polls, focus groups and other
methods to gather information

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In the end, market research is about
improving the marketing efforts of
business organisations
Research Purposes
•To identify customer needs and then
meet those needs
•To learn about customer attitudes and
values
•To help develop products and services
that meet identified needs

5.

Classifying Customers
• A target market consists of a whole
group of potential customers, drawn
from the whole population
• Classifying customers according to
socio-economic status, lifestyle, family
circumstances, gender and so on
• It’s better to define the target market
as a collection of ‘segments’
• Each segment will have different
characteristics
• Each segment’s needs and wants must
be satisfied

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Types of specialization
С1
С2
С3
С1
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С3
С1
Р1
Р1
Р1
Р2
Р2
Р2
Р3
Р3
Р3
С2
С3
1) concentration of efforts on the same segment 2) selection specialization 3) product specialization
С1
С2
С3
С1
Р1
Р1
Р2
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Р3
Р3
4) Market specialization
С2
С3
5) complete coverage of the market

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Why Use Different Methods?
• Each different method has its
advantages and disadvantages
• Each may only be appropriate in
certain circumstances
(обстоятельства)
• Users need to work out if the method
is right for them according to its cost,
reliability, validity, accessibility and
the time it will take to gather

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Secondary Research

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Internal Sources
• Company Accounts
• Internal Reports and Analysis
• Stock Analysis
• Retail data - loyalty cards, till data, etc.
External Sources
•Government Statistics (ONS)
•EU - Euro Stat
•Trade publications
•Commercial Data - Gallup, Mintel, etc.
•Household Expenditure Survey
•Magazine surveys
•Other firms’ research
•Research documents – publications, journals, etc.

10. Information sources

1. Literature search
Getting hold of all available material
on a particular theme. Material is
gathered from:
• Internal company information
• Relevant (соответствующая) tourism
(trade) literature
• Newspapers
• Magazines
• Firms’ annual reports

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Primary Research Characteristics
- First hand information
- Expensive to collect, analyse and
evaluate
- Can be highly focussed and relevant
- Care needs to be taken with the approach
and methodology to ensure accuracy
(Необходимо проявлять осторожность при выборе подхода и методологии,
чтобы обеспечить точность)
- Types of question – closed – limited
information gained; open – useful
information but difficult to analyse

13.

Quantitative and Qualitative
Information:
• Quantitative – based on
numbers – 56% of 18 year
olds drink alcohol at least
four times a week - doesn’t
tell you why, when, how
• Qualitative – more detail –
tells you why, when and
how!

14. Information sources

2. Talking to people
Useful in the early stages
Includes meetings with customers and
suppliers
It generates opinions and may be
unrepresentative of the whole
population

15. Information sources

3. Focus groups
These are used to:
• Explore ideas and attitudes
• Test new approaches
• Generate a discussion
But they involve a small sample
(выборка) and may not mirror the
overall population

16. Information sources

4.
Personal interviews
Produce in depth information
Are carried out face-to-face
Can be very expensive
Usually involve the interviewer asking
questions from a written questionnaire
or from a list of topics

17. Information sources

5. Telephone surveys
• The fastest way of gathering
information, especially from large
sample sizes
• A prepared script (сценарий) is used as
with written questionnaires, but a
phone survey allows opinions to be
tested further

18. Information sources

6.
Postal surveys
Ideal for large sample sizes
If sample covers wide area
Generally cost less than telephone
interviews
• But take longer to complete
• No interviewer, so less chance of
personal bias (личная предвзятость)
• Unable to probe for more detailed
information

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• Random (случайная выборка) Samples –
equal chance of anyone being picked
– May select those not in the target group –
indiscriminate
– Sample sizes may need to be large to be
representative
– Can be very expensive
• Stratified or Segment Random Sampling
– Samples on the basis of a representative
strata or segment
– Still random but more focussed
– May give more relevant information
– May be more cost effective

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• Quota Sampling
– Again – by segment
– Not randomly selected
– Specific number on each segment are
interviewed, etc.
– May not be fully representative
– Cheaper method
• Cluster Sampling
– Primarily based on geographical areas or ‘clusters’
that can be seen as being representative of the
whole population
• Multi-Stage Sampling
– Sample selected from multi stage sub-groups
• Snowball Sampling
– Samples developed from contacts of existing
customers – ‘word of mouth’ type approach!

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Advantages of Market Research
–Helps focus attention on objectives
–Aids(помогает) forecasting, planning
and strategic development
–May help to reduce risk of new
product development
–Communicates image, vision, etc.
–Globalisation makes market
information valuable (HSBC
adverts!!)

23.

Disadvantages of Market Research
– Information only as good as the
methodology used
– Can be inaccurate or
unreliable(неточной или ненадежной)
– Results may not be what the business
wants to hear!
– May stifle initiative and ‘gut feeling’
(Может подавить инициативу и
'шестое чувство')
– Always a problem that we may never
know enough to be sure!

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Mix-methodologies - mixed methods research, rather successfully combining the
advantages of qualitative and quantitative methods.
The main types of mix-methodologies: hall tests, home tests and mystery
shopping.
Hall-test - method of investigation, when a large group of
people (up to 100-400 people) in a special room is testing
a product and/or its elements (packaging, advertisement,
etc.), and then answers questions (fill in the form),
relating to the goods.
Home-test - similar to the hall-test, with the only
difference that the testing of the goods occurs in the home
(the home of the Respondent). Use this method when a
need long-term testing of the goods. As a rule, product
packaging does not contain the names of trademarks and
indications of the firm-manufacturer.

26.

Mystery Shopping is a method of research, involving
assessment of the level of the service with the help of
experts, acting in the role of fake buyers (customers,
clients, etc.). Mystery Shopping allows you to evaluate
the work of the personnel from the point of view of the
consumer and take timely measures to improve the
quality of the service. In addition, Mystery Shopping
allows producers of a certain product to evaluate the
work of the staff of the retail traders with these goods
(availability in the warehouse, presentation, etc.).