Marketing Research

Report by YHL
06/23/2010

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Reference Book

Marketing Research, 2nd Edition, by Parasuraman, Grewal, and Krishnan

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Market Research & Marketing Research

From Wiki:
Market research is any organized effort to gather information about markets or customers. Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. Market research is broader in scope and examines all aspects of a business environment. It asks questions about competitors, market structure, government regulations, economic trends, technological advances, and numerous other factors that make up the business environment.

Market Research & Marketing Research (conti)

From professional
Market research refers to research on a particular market or industry, capturing information on market size, growth rate, profitability, channels of distribution, etc. This is often based on secondary data (e.g., industry sales), but may also be primary research using surveys. Marketing Research is research in support of marketing decisions, and usually involves collecting data from customers. This includes the research mentioned above, as well as focus groups, ethnographic studies, laboratory and field experiments, etc. "Market research" has a narrower scope than "marketing research," but the first term may include financial and cost data that we don't typically associate with marketing research.

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1. Introduction 2. Exploratory Research

Secondary Research Observational Research Focus Groups Survey Research Factor and Cluster Analysis Preference Scaling Conjoint Analysis Marketing Mix Testing Concept Testing and STMs Field Experiments
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3. Descriptive Research

4. Experimental Research

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Introduction
Why Marketing Research?
Marketing research is pervasive. Its the foundation for many business decisions.

Marketing research attempts to answer three key questions:

Who are our customers? Why do they buy? How will they respond?

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3 Types of Research
1. Exploratory Research
Secondary Research Observational Research Focus Groups Survey Research Factor and Cluster Analysis Preference Scaling Conjoint Analysis Marketing Mix Testing Concept Testing and STMs Field Experiments
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2. Descriptive Research

3. Experimental Research

Research is being transformed by several technical innovations

Internet and the World Wide Web Videoconferencing and Online Chat 3D Graphics and Virtual Reality Electronic Shelf Labels, Signage, and Kiosks POS Terminals and Frequent Shopper Cards Infrared, RF, and Video Tracking Data Warehousing and Data Mining

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1. Introduction 2. Exploratory Research

Secondary Research Observational Research Focus Groups Survey Research Factor and Cluster Analysis Preference Scaling Conjoint Analysis Marketing Mix Testing Concept Testing and STMs Field Experiments
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3. Descriptive Research

4. Experimental Research

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Overview

Secondary Research
Definition Advantages and disadvantages Sources of secondary data

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Secondary Research
Definition
Statistics not gathered for the immediate research problem but for some other purpose

Advantages
Secondary research is fast and cheap Easiest way to cut research costs

Disadvantages
Questionable reliability and validity Over aggregated Out of date More complete information on own company than competitors

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Secondary Data Sources

Internal Information
Sales and expense records Salespeoples reports Street news

Library Sources
Books and periodicals Computerized databases

Non-library Sources
Trade associations and media Government agencies Syndicated services Personal networking Internet and WWW
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Example of car alarm sales

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Types of Secondary Data

Company Information
Company sales and income Brand sales and market share Product characteristics, prices Channels of distribution Advertising and promotion expenditures Population size, demographics, geographics Customer purchases and loyalty Attitudes, opinions and interests Media habits Trends in consumer values

Customer Information

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Types of Secondary Data (cont.)

Media Data
Media cost and coverage Audience demographics, psychographics

Environment
Economic indicators Political and social trends Technology trends

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1. Introduction 2. Exploratory Research

Secondary Research Observational Research Focus Groups Survey Research Factor and Cluster Analysis Preference Scaling Conjoint Analysis Marketing Mix Testing Concept Testing and STMs Field Experiments
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3. Descriptive Research

4. Experimental Research

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Why Observational Research?

What people say and what they actually do are two different things
Automatic and unconscious behavior Social desirability Memory limitations Situational factors Hard-to-describe behaviors

Examples
Did you wash your hands after using the bathroom? How much television did you watch last week? How do you shampoo your hair?

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Observational Research
Research Techniques
Shadowing the consumer during the shopping or consumption experience Observation followed by interview Ethnographic immersion Train respondent to be amateur ethnographer

Observer types
Human beings Computer

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Example of human observation

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Benefits of Human Observation

Implementation
Quick and inexpensive setup

Data Quality and Depth of Analysis

Number of people in party Demographic classification (also possible w/CT) Number and type of products examined Interaction with salespeople Reading signs/packaging, taking literature Jumping/stooping/digging, opening boxes Customers returning to department/category

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Example of computer tracking

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Benefits of Computer Tracking

Breadth of Coverage
Census of customers/items (e.g., for security, inventory) 24/7 tracking (time of day/crowding analysis) Potential to track entire store (path analysis) Scalable to multiple stores (benchmarking, experiments)

Speed
Real time data (e.g., for staffing, replenishment)

Data Integration
Link path, penetration, conversion data to consumer demographics, shopping basket, purchase history

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Computer Tracking: Tracking Shoppers with Video Cameras

Limitations
Cameras have a limited field of view and work best in smaller stores (e.g., specialty retail stores, drug stores, convenience stores, banks) Tracking entire customer path requires multiple cameras with overlapping views Occlusions (e.g., shelving, signage, other customers) and shadows can interfere with tracking Difficult to distinguish between employees and customers

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Insights from Observation

Store Entry
Shoppers take time and space to adjust to the in-store environment Identify recognition points where consumers slow down and start observing Provide answers and solutions, including signs, circulars, baskets, cash/wrap

Traffic Flow
Identify dominant pathways through the store Angle and direction of approach determines best position/orientation for signs and displays. The greater the speed of approach, the shorter the message Facilitate incoming access to destination products, outgoing access to impulse items

Penetration and Purchase Conversion

Low penetration categories may require additional navigational aids, new product displays, merchandising, and/or changes in store layout to improve traffic flow Categories with low purchase conversion rates may indicate weaknesses in product assortment, pricing, or presentation
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Implication of Computer Tracking

1. Track customer path Evaluate store layout and product adjacencies Manage in-store communication, product assortment, and pricing Manage service levels, staffing

2.

Measure category penetration, dwell time, and conversion Measure line queues and crowding Cluster shoppers based on path similarity

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Behavioral segmentation

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1. Introduction 2. Exploratory Research

Secondary Research Observational Research Focus Groups Survey Research Factor and Cluster Analysis Preference Scaling Conjoint Analysis Marketing Mix Testing Concept Testing and STMs Field Experiments
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3. Descriptive Research

4. Experimental Research

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Focus Groups
Characteristics
Exploratory, qualitative research Six to twelve participants per group Similar demographics within a group Current customers and/or future prospects Informal discussion - 1 to 2 hours Objective moderator leads discussion Outline of topics from general to specific

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Focus Groups (cont.)

Applications
Understanding consumer needs and motivations Identifying brand perceptions and attitudes Finding differences between customers Formulating hypotheses to be tested with quantitative research Exploring customer reactions to new product concepts, packaging, pricing, merchandising, channels and advertising

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Focus Groups (cont.)

Advantages
Fast Inexpensive Detailed, qualitative feedback Group interaction can stimulate ideas Ability to use visual and/or audio props Ability to sample products Limited number of questions Data interpretation is subjective Results cannot be projected Group dynamics can bias response (e.g., overbearing personalities, social desirability)

Disadvantages

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Conducting a Focus Group

Introduction:
I am an independent interviewer Please feel free to agree or disagree Everyone should try to participate I will use a tape recorder Please try to speak one at a time People may watch through a one-way mirror

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Conducting a Focus Group -- Questions

Lets go around the room. Please state your name and say a few words about yourself and the people in your household How do feel about problem X? What kinds of products do you use for X? Have you ever used a product in category Y? When did you start using category Y? What brands of Y do you currently use? Why do you use that particular brand? What are your likes and dislikes? Does only your brand have this benefit? What was your previous brand of Y? Why did you switch brands ? Have you tried any other [flavors] [forms]? Have you used any complementary products? What do you purchase or use when product Y is not available? What do you mean by? Have there been any new developments in this product category? What advertising are you aware of in product category Y? What is the next step for product Y? What is your wish list for this kind of product?
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Example of focus group

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1. Introduction 2. Exploratory Research

Secondary Research Observational Research Focus Groups Survey Research Factor and Cluster Analysis Preference Scaling Conjoint Analysis Marketing Mix Testing Concept Testing and STMs Field Experiments
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3. Descriptive Research

4. Experimental Research

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Survey Research
Questionnaire Development Process
Determine survey objectives, resources Determine data collection method Determine question response format Determine question wording

Establish questionnaire flow and layout

Evaluate the questionnaire Obtain approval of all relevant parties Pretest

Revise as needed

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Step 1: Survey Objective and Resource

Objectives and Resources
What information is required? How much time and money will it take? Who are the target respondents? Ask, Why do I need to know this?

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Step 2: Data Collection Methods

Mail Questionnaire Cost Response Rate Sample Quality Questionnaire Length Visual Aids Speed Anonymity Requires Reading & Writing Low Low Low Depends on motivation Some Low Low Yes

Telephone Interview Moderate Moderate Moderate Short None High Low No

Personal Interview High High High Long Extensive Low Low No

Online Survey Low Low (High for Panel) Low (High for Panel) Short Some High High (Low for Panel) Yes

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Step 3: Alternative Response Formats

Open-ended
Please describe the problem you experienced with Nationals service.

Closed-ended (single or multiple choice), termed nominal

Which National insurance policies do you carry? [ ] home [ ] auto [ ] life [ ] disability

Scaled response, termed ordinal

On a scale from 1 to 10, how would you rate the overall quality of service provided by National?
Advantages Open-ended Closed-ended (multiple choice) Allows respondent to use his or her own words. Disadvantages Difficult and expensive to code and interpret.

Simple to administer and code. May oversimplify response options. Can allow for a broad range of possible May alert respondents to unfamiliar responses. response options. Allows for degree of intensity and feelings to be expressed. Simple to administer and code. Respondents may not relate to scale. Scale may be forced or overly detailed.
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Scaled response

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Step 4: Question Wording

Use simple, ordinary, conversational language Avoid the overlap of response choices Avoid leading and loaded questions Avoid ambiguity; be as specific as possible Avoid making assumptions Avoid burdensome questions that may tax memory Avoid generalizations and estimates

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Step 4: Question Wording (cont).

Implied Alternatives
Do you think most manufacturing companies that lay off workers during slack periods could arrange things to avoid layoffs and give steady work right through the year? OR Do you think most manufacturing companies that lay off workers during slack periods could arrange things to avoid layoffs and give steady work right through the year or do you feel layoffs are unavoidable?

Wide Open or Not?

What kind of soap do you like best? OR What kind of bath soap do you like best?

Complementary Alternatives
Would you say its better to regulate business pretty closely, or would you say the less regulation of business the better? OR Would you say its better to regulate business pretty closely or fairly loosely?

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Step 4: Question Wording (cont.)

Pie a la Mode
Would you say that the mayor is doing a good job of running the city or that he could do a better job? OR Would you say that the mayor is doing a good or a poor job of running the city? Do you think the mayor could do a better job of running the city or that he is not capable of doing better?

Balance
Which one of the following would you say is most important to you in buying a new hat? [ ] style [ ] good looks [ ] workmanship [ ] material [ ] appearance

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Step 4: Question Wording (cont.)

Double Barreled Questions
Do you prefer to date people who are short with dark hair, or tall with blonde hair? OR Do you prefer to date people who are short or tall? Do you prefer to date people who have dark or blonde hair?

How Specific?
What percent profit would you say that your company made last year? OR About how much after tax profit as a percent of sales would you say that your firm made last year?

Extensive Questions
How many eggs do you fry in a year? OR About how many eggs do you fry in a typical week?
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Step 5: Questionnaire Flow and Layout

Use screener questions to identify qualified respondents Begin with a question that obtains a respondents interest Ask general questions first Ask questions that require work in the middle of the questionnaire Position sensitive, threatening, demographic and classification-type questions at the end

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Step 6: Questionnaire Evaluation

Is the question necessary? Are several questions needed instead of one? Is the questionnaire too long? Will the questions provide the desired information to accomplish the research objectives? Consider the ability of the respondent to answer the question. Consider the willingness of the respondent to answer the question.

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Step 8: Questionnaire Pretesting

Use respondents from the same population as the actual study The interviewers should be those who will be conducting interviews in the main study Test mail and online surveys first as personal interviews The more heterogeneous the target population, the larger the required sample for the pretest Take notes during the interview process and ask for reactions after the interview is completed Track the length of the interview

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Sample size
What size sample do I need? Influenced by a number of factors, including the purpose of the study, population size, the risk of selecting a "bad" sample, and the allowable sampling error.
Confidence interval (the level of precision) Confidence level (risk level)

Degree of variability (heterogeneous vs. homogeneous)

Great tool: http://www.surveysystem.com/sscalc.htm#two

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Sample Representative
Test whether samples can represent population in terms of different composition, such as gender, education, income, area, age, etc
Chi-square test: c2 = [(Oij - Eij)2 / Eij] where: Oij = the observed frequency for the cell in row i and column j Eij = the expected frequency for the cell in row i and column j degrees of freedom (df) = (rows - 1) * (columns - 1) probability of relationship by chance = chidist(c2, df) In SPSS: use nonparametric tests chi-square In Excel: use formula, CHITEST

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Common Statistics
Nominal and ordinal
Frequency counts, percentage,in terms of age, gender, education, area, profession,

Statistics
Mean, standard deviation, standard error, variance

Two-way cross tabulation

Test whether different scores/means exist among different group In SPSS: use Crosstabs In Excel: use CHITEST

Correlation coefficient (Pearson):

r12 = [(Yi1 - Y-bar1) * (Yi2 - Y-bar2)] / [(Yi1 - Y-bar1)2 * (Yi2 - Y-bar2)2]1/2

Regression analysis:
Y=0+1*X1
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1. Introduction 2. Exploratory Research

Secondary Research Observational Research Focus Groups Survey Research Factor and Cluster Analysis Preference Scaling Conjoint Analysis Marketing Mix Testing Concept Testing and STMs Field Experiments
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3. Descriptive Research

4. Experimental Research

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Market Segmentation
Market segmentation is concerned with identifying and capitalizing on individual or inter-group differences in product demand and response to marketing mix variables Through research, we seek to identify distinct segments with homogeneous needs, values and usage profiles Segmentation variables
Demographics/geographics Attitudes, opinions and interests Psychographics/lifestyles Benefits desired Brand usage and loyalty

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Factor Analysis
Reduces a large set of correlated (non-orthogonal) variables to a smaller set of uncorrelated (orthogonal) factors Estimates factor scores for each respondent representing the individuals performance on the underlying factors Application
Derive dimensions of product or service evaluation from a set of attribute ratings Derive customer lifestyle dimensions from a set of attitude, opinion, and interest statements Eliminate multicollinearity before conducting regression or cluster analysis

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Conducting a Factor Analysis

1. Use SPSS to process this analysis 2. Create an output dataset with the new factor score variables (labeled fac1_1, fac2_1, etc., in the SPSS output). 3. Interpret and rename reduced data set by looking at rotated component matrix in SPSS output 4. Concerns
Variables with low communality estimates (<0.50) are not highly correlated with other variables in the dataset, and will not be represented by the estimated factors (see the Communalities table, Extraction column in SPSS output). Selecting the number and names of factors is a subjective process. These decisions will affect the outcome of the analysis. Factor scores: mean=0, standard deviation=1.

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Conducting a Cluster Analysis

1.
2. 3. 4. 5. 6.

Apply cluster analysis to one or more quantitative measures to group respondents into a specified number of clusters Try reducing or increasing the number of clusters to equalize the size of each cluster and the distance between cluster centroids Select the number of clusters which is most easily interpreted and managerially useful Interpret the differences between clusters by examining the cluster means (centroids) for each of the input variables. Crosstabulate cluster membership with customer descriptors, attitude ratings, and purchase measures Concerns
Cluster analysis assumes that the input variables are uncorrelated (orthogonal) If the input variables use different scales of measurement, the values should be standardized before cluster analysis. Selecting the number and names of clusters is a subjective process. These decisions will affect the outcome of the analysis.
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1. Introduction 2. Exploratory Research

Secondary Research Observational Research Focus Groups Survey Research Factor and Cluster Analysis Preference Scaling Conjoint Analysis Marketing Mix Testing Concept Testing and STMs Field Experiments
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3. Descriptive Research

4. Experimental Research

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Multidimensional Scaling (MDS)

Creates a graphical representation of the proximities of objects Useful for studying category structure and product competition Object locations are estimated using principal coordinate analysis Models are compared on variance explained and stress measures

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Multidimensional Scaling (conti)

Sources of Proximities
Physical distances between locations Subjective ratings of similarity or dissimilarity Product ratings (overall evaluations) Correlations between quantitative variables Shopping basket data Brand switching data

Respondents can
Rate the degree of similarity between all possible pairs of products Rate random subsets of the total set of pairs Place sets of similar products into groups

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Multidimensional Scaling Works Best When

The product or service category is familiar Consumers use a limited number of criteria (attributes) to evaluate product alternatives Consumers perceive products in the same way

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1. Introduction 2. Exploratory Research

Secondary Research Observational Research Focus Groups Survey Research Factor and Cluster Analysis Preference Scaling Conjoint Analysis Marketing Mix Testing Concept Testing and STMs Field Experiments
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3. Descriptive Research

4. Experimental Research

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Overview

What is conjoint analysis? Why is it so popular? Applications of conjoint analysis An example Designing a conjoint study Looking ahead

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Conjoint Analysis
A method for understanding how consumers make trade-offs among features and/or characteristics of a product or service A tool for exploring the implications of such trade-offs for the design of new product and service offerings Assumptions
Each product is made up of a bundle of attributes; each attribute having two or more levels A consumers overall evaluation of a product or service is the summation of the utilities (or part-worths) of each of the product or services attributes

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Conjoint Analysis (cont.)

Process
Consumers are asked to evaluate a set of product profiles. (The profiles may be presented in a personal interview, a mail survey, or an online questionnaire.) The features of these profiles are systematically manipulated according to an experimental design.

Outputs
Individual-level estimates of the importance of each product or service attribute Individual-level estimates of the utilities (part-worths) of each level of each attribute Market share estimates

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Conjoint Analysis (cont.)

Why is it so popular?
It moves research from a confirmatory process to a discovery process It is linked to a firms profit objectives It provides diagnostic information on the attributes driving overall preference It can test the performance of new product concepts under different competitive scenarios

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Conjoint Applications
Consumer Goods and Services
Bar soaps, hotels, auto tires, hair shampoos, employee benefit packages, carpet cleaners, gasoline pricing, panty hose, MBA job offers, credit card features, car rental agencies

Industrial Goods and Services

Copy machines, printing equipment, fax machines, laptop computers, data transmission, medical laboratories, telephone services

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Designing a Conjoint Study

1.

Select attributes to include:

Identify actionable attributes through expert judgment, focus groups, or consumer surveys. Use attributes that consumers can relate to. Attributes can include physical characteristics, features or options, product or package appearance, brand name, price, warranty, advertising, promotion, distribution, and bundled services.

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Designing a Conjoint Study (cont.)

2. Select attribute levels:

Identify discrete versus continuous attributes. Convert continuous dimensions into discrete attribute levels. Capture a realistic range of variation. Generally include 2 to 3 levels of each attribute: minimum, maximum, and a level in between.

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Designing a Conjoint Study (cont.)

3. Generate the experimental design:

Invoke the SAS ADX software by
entering adx at the command line, or selecting Solutions > Analysis > Design of experiments from the menu bar.

Create a new design by selecting

File > Create New Design > Two-level or File > Create New Design > Mixed Level (mixed-level designs can have a combination of two- and three-level factors)

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Designing a Conjoint Study (cont.)

Configure the design by

Clicking on *Define Variables+ Click on [Add>] and specify the type and number of factors in your design Edit the names of the factors (8-characters or less), attribute levels, and factor labels Exit from the design screen and save changes

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Designing a Conjoint Study (cont.)

Select a design by
Clicking on *Select Design+ Select a design from the list shown at the bottom of the screen (e.g., 1/2 fraction) View the design by clicking on *Design Details+ and then select the Design Listing tab from the top of the screen Each row of the design represents a hypothetical product that consumers will rate

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Conducting a Conjoint Study

Ask consumers to evaluate profiles consisting of combinations of attribute levels. Each profile represents a product or service concept. Consumers either rank-order the profiles, rate profiles (e.g., on a scale of 1 to 100), or choose between pairs of profiles (paired comparison).

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Coding and Importing the Data

Enter the data into an Excel spreadsheet

Each row of the dataset represents a profile of the conjoint design, followed by consumers ratings or rankings (see the example spreadsheets).

Import the data into SAS

Select File > Import Data from the menu bar Select Standard data source and Microsoft Excel (*.xls) and click *Next+ Enter the file location and click [Next] Choose a name for the new SAS dataset, enter it

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Analyzing Conjoint Data

Run the SAS Market Research Application* Compute the relative importance of each attribute Compute the utilities associated with each level of each attribute Perform simulations to identify the best product designs

*See the reading Introducing the Market Research Analysis Application for additional details.

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Conjoint Works Best When

The product or service category is familiar Stimuli realistically portray the concepts Attribute combinations are believable The attributes are relatively independent The true decision rule is compensatory Consumers evaluate a limited number of concepts

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Looking Ahead

Experimental Research
Simulated Test Marketing Field Experiments

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Introduction Exploratory Research

Secondary Research Observational Research Focus Groups

Descriptive Research
Survey Research Factor and Cluster Analysis Preference Scaling

Experimental Research
Conjoint Analysis
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Overview

Evaluating a new product concept Composition of a concept description Identifying the drivers of preference Looking Ahead

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How Do We Evaluate a New Product Concept?

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How much do customers like the concept? Who likes (or dislikes) it? Why do they like (or dislike) it?

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How Much do Customers Like the Concept?

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Present various concept descriptions to customers in selected segments Evaluate concepts on purchase intent:
[ [ [ [ [ ] ] ] ] ] Definitely would buy Probably would buy May or may not buy Probably would not buy Definitely would not buy
Top two box

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Composition of a Concept Description

Structure
Product attributes: color, texture shape, smell, taste, etc.

Function
What it does; how its used

Psychological
Fit with consumer lifestyle; personal benefits

Social
Interpersonal benefits

Economic
How much does it cost? How much money will it
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Example Concept: Side dish

Pastato Romano
Pastato Romano is a delicious new pasta dish based upon the classic Italian pasta called gnocchi. Gnocchi is a traditional flour pasta that is filled with potato to make a light, yet satisfying side dish. Many people think of pasta as a main dish or appetizer; but perfect, piping hot pasta is also one of the best ways to make your meal complete. Past is very versatile and complements chicken, beef, pork, or fish. From Milan to Rome, pastas take on the unique flavors of the various regions of Italy. One of our

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Measuring Concept Performance

Compute the percent of consumers who checked the top one or two boxes. Pick concepts that have the highest ratings. Alternatively, compare ratings to norms established in each product category. In addition to purchase intent, it is common to measure concept uniqueness and value.

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Example Concept: Side dish

Pastato Romano
How likely would you be to purchase this product?
Definitely would buy Probably would buy May or may not buy Probably would not buy Definitely would not buy 10% 40% 27% 13% 10%
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Who Likes It?

Identify characteristics of favorable consumers

Use existing categories:
Demographics and geographics Lifestyles Brand and category usage

Derive customer segments:

Cluster analysis Multidimensional preference scaling

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Why Do They Like It?

Identify attributes that drive preference

Open-ended questions:
Classify likes and dislikes into categories, and then count frequencies.

Attribute ratings:
Ask consumers to rate importance of attributes, or use regression to estimate importance from overall attitudes (Y) and attribute ratings (Xs).

Conjoint analysis
Derive attribute utilities (or part-worths) by asking 82

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Example Concept: Side dish

Likes: Dislikes: Like gnocchi Prefer to make this myself Love gnocchi Prefer to prepare Seems tasty own sauces Love pasta; simple; quick Prefer fresh Love Italian tomatoes ingredients Like basil and tomatoes Like fresh tomatoes and basil Will not taste like Sounds delicious; wouldnt buy if it had pasta homemade chemicals

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