Market

Research
What is
market
research?
What is Market Research. .
.

. . . market research is
talking to the right
people, about the right
issues, and adding up
the results right
But . . . all surveys need . . .
 A purpose
 Reason for doing it

 Objectives
 What you want to get out of the survey

 Method
 Whom you will interview
 How you will find them
 How you will interview them
What can research tell
you? Research is a tool that enables you to act with
knowledge of what people . . .

Feel Attitudes

Think Opinions

Do Behaviour

Know Knowledge

Are Characteristics
Methods
available to
you
Methodologies available
Survey respondents
themselves – qual/quant

Analyse secondary
Methods data

Observation
 Survey

Methodologies available respondents

themselves –
qual/quant

Quantitative methodologies Analyse

secondar
Methods y data

Observ
In-home/ ation
In-street/ workplace
mall
Self-
Face- Postal
completion
to-face

Group
On-site Quantitative
research
Online

Telephone Mystery
shops
 Survey

Methodologies available – respondents

themselves –
qual/quant

Qualitative methodologies Analyse

secondar
Methods y data

Focus Observ
ation
groups

Qualitative
research

In-depths
Workshops
 Methodologies available -
Characteristics of qual/quant

Q Assess, measure, Explore, investigate,

Q
U confirm, validate, understand
A U
prove, justify A
N
T L
I I
T
T Large sample A
A Small sample
Statistical validity T
T Purposive
I Questionnaire I
V Response oriented
V oriented
E E

Questionnaire - fixed D guide - evolves

 Survey

Methodologies available respondents

themselves –
qual/quant

Secondary Vs. primary data Analyse

secondar
Methods y data

Observ
ation

 Secondary data:
Data that have been previously gathered and not expressly collected
for the current decision

 Primary data:
New data gathered to help solve the problem at hand
Types of secondary data
 Population (size, structure, geographical
distribution, projections..)
 Macroeconomics
 Import- export statistics
 Manufacturing statistics
 Trade/Manufacturer lists
 Beverage publications/updates
 Social trends
 Political situation
 Survey

Methodologies available respondents

themselves –
qual/quant

- Observation Analyse
secondary
Methods data

Observation
 What is Observation…
 Systematic process of recording the behavioral patterns of
people, objects and occurrences without questioning or
otherwise communicating with them
Methodologies available -
Observation
 A few examples of what is observed when it comes to
behavior of people:
 Physical actions: shopping patterns or TV viewing
 Verbal behavior: sales conversations
 Expressive behavior: Voice tone, facial expressions
 Temporal Pattern: Time spent shopping
Types

of
Face-to-face
surveys you could
consider
 Telephone
 Online
 Website pop-ups
 Self-completion on-site
 Exit surveys from exhibitions, branches etc.
 Profiling
 Observation – active/passive
 Groups
 Depths

Need to consider appropriateness

Getting
started
Things to think about
What do we
already know? When do I need
the information?

?
What outputs do we
need? How will we use
the information?
Objectives

Who should we ask?

Who will use the
information?
Budget/value
What defines credibility
inside & outside
organisation?
When do you need to do
research?
 Understand consumer needs
 How your products/services are perceived
 Generate ideas
 Test concepts, ads, services
 Measure/track awareness, attitudes, opinions

Improved marketing
Better decisions
Strategic advantage
The research cycle

Brief

Fieldwork
The right approach
Define research Think about the future
objectives

Consider methodology Think about the type of

& structure org you want to be

Think about what you

Timing milestones are trying to achieve

How will research

Quality/reliability improve your operation

Communication. Types How will it tie in with

of analysis & reporting other initiatives

1 2 3 4 5 6 12
Months
Info needed for a brief
Brief

Background
Fieldwork
information

Deadlines Overall aim

Essential

Indication of target Objectives

audience
What you will do with
the results
And reasonable time
 Brief

Info needed for a brief

Budget Fieldwork

Existing relevant
information Nice to know Method
(tracking)

Viewing
 Brief

What goes in?

How? Fieldwork

+
Terms & conditions
Example of a brief
1. Brief example 1

2. Brief example 2
Proposals
What should a proposal do?
Brief

Fieldwork

A proposal is a . . .
Blueprint/Document
 Brief
The blueprint –
a working document

Fieldwork

Method - good to
Objectives - suggest a better
clear and approach, but must
workable explain why

Quality job,
right first time

Deliverables - what
do they have to do to Analysis - impacts on
make it happen? all earlier stages
Sampling &
reliability
Sample surveys
 Learning about the views of a large group of people by
speaking to a small number of them

 On the assumption that those few we have interviewed

have the same characteristics as the rest of the
population

 ie they are representative

Sampling - key issues

 Sample size

 Sample structure

 Setting quotas

 Suitability/availability of the sampling frame(s)

 Response rates

 Bias and sampling error

Sampling Nationality

frames/published
Urban/rural
sources
Sex

‘Published’

Households Age

Labour force
Where can you sample?
 In home

 In workplace

 At mall

 In street
Statistical reliability

When is a finding
a real finding?
Statistical reliability
 Small samples are less reliable than large samples

 Greater variation in results from small samples over time

 Accuracy as a ‘true’ measure of the whole population

sampled mainly depends on:
 Absolute sample size
 Measure taken – measures closer to 0 and 100% ‘wobble’ less
Statistical reliability
 95% confidence interval most commonly used – margin within
which you can be 95% confident ‘true’ figure lies

 When comparing two samples, both are subject to statistical

variation
Asking good
questions
Don’t underestimate the importance
of design
◼ Good questionnaire design is critical

◼ Poor design cannot be corrected by clever analysis

No survey can be better than its questionnaire

Questionnaire design . . .

Art or science . . . ?
What helps good design?
Clear research Understanding
objectives respondent
Experience

Good
questionnaire Subject
Common sense design knowledge

Attention to Understanding
Good language users
detail
knowledge
 First steps

Review
Determine Consider
objectives/ List topics
analysis respondents
problem

Have to Nice to
know know

Consider data
Consider
collection
length/
method/
quality
interviewers
 Plan the structure
Easy &
interesting Introduction/warm-up General

L
O Behaviour & knowledge
G
I
C Needs & motivators
A
L
Opinions, attitudes,
values

Difficult/sensitive Classification Specific

 What’s a good question?
CLEAR ENGAGING
▪Simple, appropriate language ▪Builds rapport/interest
▪Conversational ▪Involving, yet independent
▪Specific ▪Not leading or presumptuous
▪Unambiguous ▪Not intimidating
▪One idea ▪Relevant
▪Not complex
▪Not too long/complex
▪Real, not abstract/relevant
▪Unbiased

Accurate & informative

answers
Too long & complex

“Next question: I believe

that life is a constant
striving for balance,
requiring frequent tradeoffs
between morality and
necessity, within a cyclic
pattern of joy and sadness,
forging a trail of
bittersweet memories until
one slips, inevitably, into the
jaws of death. Agree or
disagree?”
Not balanced

“If Labour gets in,

would you be:
(a) frightened
(b) horrified
(c) terrified”
Intimidating

“Would you say Attila

is doing an excellent
job, a good job, a fair
job, or a poor job?”
Not independent

“Good morning, sir, I’m conducting

an independent survey on public
generosity …?”
 Approaches
Direct
to questions
Did you murder your wife or not?

Casual/ Do you happen to have murdered your wife?

inconsequential

Indirect Please call out the number on this card that best
describes what happened to your wife

1. Died of natural causes

2. Was eaten by a lion
.
.
.
9. Was murdered by me
 Approaches to questions
Balanced Some people have got around to murdering their
wives; other people have not managed to. How
about you?

Universal As you may know, many people have been

murdering their wives these days. Do you happen to
have murdered yours?

Other people Do you happen to know any people who have

murdered their wife? (PAUSE) How about you?
 Response format
☺ Open-ended vs pre-coded

Freedom of expression Measures self expression
Unanticipated responses Dependent on i/vr skill/diligence
More natural/relevant Slower in field
Verbatims Time, effort, cost of analysis

Single vs multiple choice

Quick & easy Needs complete answer
Reduced interviewer bias list
Aids less articulate
Open-ended Questions
QG1. Based on your experience, are there any inconveniences you are facing
with your most often sugar brand?

INTERVIEWER: PROBE ON STORAGE, PACKAGE, SMELL, COLOR..ETC

I am not very satisfied with the current packaging of my brand , as the

package can not be closed firmly, once opened. As a result the sugar
tends to have a strange smell after being stored for some time
Pre-coded (Close-ended) Questions
QP2. Which of the following statements best describes your attitude towards
purchasing Sugar brand (READ OUT STATEMENT)? (SINGLE)

Attitude
(Single)
420 S
I prefer to purchase the same brand most of the time 1
I always compare prices and purchase the cheapest brand 2
I purchase whatever brand available 3
I purchase whatever brand on promotion 4
Single Choice Questions
QA1. Which brands of Sugar do you know of ‘even if only by name’?
RECORD FIRST MENTIONED BRAND

A1.
Spontane
ous
awarenes
s
120 S
Al Muhaideb 1
7 Sweets 2
Al Eisa 3
Al Osra 4
Tip Top (Halawani) 5
Luna 6
Al-Hannaki 7
Ziadah 8
Other (Specify)…………………………. 9
None 0
Multiple Choice Questions
QA3. Which brands of Sugar from this list have you ever seen or heard of?

A3.
Prompted
awarenes
s
125 M
Al Muhaideb 1
7 Sweets 2
Al Eisa 3
Al Osra 4
Tip Top (Halawani) 5
Luna 6
Al-Hannaki 7
Ziadah 8
Other (Specify)…………………………. 9
None 0
 Response format
☺ 
Dichotomous Easy to administer Forces response
Easy to analyse
Quick

Scales Convenient Respondent

Quick fatigue/monoton
y

Rankings Identify relative priorities Can be slow

Dichotomous Questions
QE2. The following are pictures taken from a television commercial. Have you
seen this TV commercial?

Recognition
(Single)
563 S
Yes 1
No 2
Scales
QA5. Overall on a scale from 1 to 10, where 1 means ‘very poor’ and 10 means
‘excellent’ please tell me your overall opinion of [sugar brand]. You may use
any number between 1 and 10 to express your opinion

Excellent Very Poor

10 9 8 7 6 5 4 3 2 1

D/K
Al Muhaideb 0 9 8 7 6 5 4 3 2 1 X
7 Sweets 0 9 8 7 6 5 4 3 2 1 X
Al Eisa 0 9 8 7 6 5 4 3 2 1 X
Al Osra 0 9 8 7 6 5 4 3 2 1 X
Tip Top (Halawani) 0 9 8 7 6 5 4 3 2 1 X
Luna 0 9 8 7 6 5 4 3 2 1 X
Al-Hannaki 0 9 8 7 6 5 4 3 2 1 X
Ziadah 0 9 8 7 6 5 4 3 2 1 X
Ranking
QB5. If only these brands were available to consume in Saudi, which would be
your first choice? Second, third and fourth?

Ranking
127
Al Muhaideb 2
7 Sweets 4
Al Eisa 5
Al Osra 1
Tip Top (Halawani) 8
Luna 6
Al-Hannaki 7
Ziadah 3
Ease of use
◼ Clear, attractive layout
◼ Consistent use of fonts (Qs + instructions)
◼ As many instructions as possible on Q’re
USERS
◼ Clear routing
Client ◼ Answer grids on same page as the
question (or facing)
Interviewer
◼ Pre-code where possible
Field Dept ◼ Enough space for open-endeds
◼ Colour coding
DP

Exec
Translation

 Translator should
 Know local dialect/mother tongue
 Have strong command of origin language
 Have research experience

 Meaning not ‘literal’

 Back-translation
An important step before
Fieldwork
Pilot
Translation Cross-section of
respondents/locations

Understanding
T
O Cross-section of
H interviewers +
C Length O supervisors
H W
E ?
C Order/flow
K Tape record

Application/
relevance Debrief

AMEND QUESTIONNAIRE
GO LIVE!
Analysis
 Weighting
 Adjusting data to make them representative
 to correct for bias
 to correct for deliberate stratification

 Weighting on a few variables is relatively straightforward

 eg gender and age

 Weighting on more than two variables will be more complex.

Use a specialist package/DP house
Analysis
1. Ask yourself 'where is the story?’
2. Define your analysis to reveal the story
3. Look at the analysis to enable you to tell the story
4. Make sure what you say:
a) passes the 'so what?' test
b) is supported by the data
Next steps -
using research
Communicate your results
Back at work
Thank you!