Marketing Research

Marketing Concept & Culture

• The purpose of marketing is to:营销的目的是：

• Plan and execute the pricing, promotion, and distribution of
products, services and ideas
• Create exchanges that satisfy both the firm and its customers
计划和执行产品、服务和创意的定价、促销和分销
创建让公司及其客户都满意的交易所

• The concept of marketing:营销理念：

• Consumer oriented以消费者为导向
• Goal directed目标导向
• Systems driven系统驱动
Creating Utility
• Therefore, marketing managers attempt to get the right product:因此，营销经理
试图获得正确的产品：
• To the right people给合适的人
• At the right place and time在正确的时间和地点
• With the right price以合适的价格
• Through the use of the right blend of promotional techniques通过使用正确的促销技
巧组合

• Therefore, marketing managers must have information that is:因此，营销经理必

须掌握以下信息：
• Relevant相关的
• Accurate准确的
• Timely 及时

Marketing research is the mechanism

for generating this information
 How do we acquire knowledge?
• Common sense常识
• Personal experience, observation, intuition, “gut feeling” 个人经验、观察、
直觉、“直觉”
e.g., if you go outside when it rains…..

• Expert专家
• Not always experts – sometimes just powerful!并不总是专家 - 有时只是强
大！

• Scientific科学的
• Hypothetico-deductive approach假设演绎法
• Research must be empirical, public, repeatable and generalisable
• 研究必须是经验的、公开的、可重复的和可推广的
Marketing Research Defined
• Literal meaning
• “to search again”
• American Marketing Association (cited in Aaker et al 2007)
• Marketing research is the function that links the consumer, customer and
public to the marketer through information. Information used to identify and
define marketing opportunities and problems; generate, refine, and evaluate
marketing action; monitor marketing performance; and improve
understanding of marketing as a process.
• Marketing research specifies the information required to address these issues,
designs the method for collecting information, manages and implements the
data collection process, analyses, and communicates the findings and their
implications.
• ESOMAR (2001)
• The international standard - http://www.esomar.org/
• 字面意思
• “再次搜索”
• 美国营销协会（引自 Aaker 等人，2007 年）
• 营销研究是通过信息将消费者、顾客和公众与营销人员联系起来的功能。
用于识别和定义营销机会和问题的信息； 生成、改进和评估营销行为；
监控营销绩效； 并提高对营销作为一个过程的理解。
• 营销研究指定解决这些问题所需的信息，设计收集信息的方法，管理和实
施数据收集过程，分析和传达调查结果及其影响。
• 埃索马尔 (2001)
• 国际标准 - http://www.esomar.org/
 Basic Research versus Applied
Research
Basic research Applied research

Expand the limits of knowledge and to learn more about Conducted when a decision must be made about a
a certain concept specific real-life problem
扩展知识的极限并更多地了解某个概念 当必须就特定的现实问题做出决定时进行

Not aimed at solving a particular problem Aimed to understand and answer questions about
并非旨在解决特定问题 specific problems
旨在了解和回答有关特定问题的问题

Verify the acceptability of a given theory Undertaken to make decisions about particular courses
验证给定理论的可接受性 of action or policies
承诺就特定的行动方案或政策做出决定
Marketing Strategy Development Stages
• Involves investigating potential • Assists in determining which
opportunities to identify characteristics of market segments
distinguish each segment from the
attractive areas for company overall market.
action. • 帮助确定细分市场的哪些特征将每个细分
• 涉及调查潜在的机会，以确定 市场与整个市场区分开来。
公司行动的有吸引力的领域。

1.Identifying
2.Analysing
and
and selecting
evaluating
target markets
opportunities

3.Planning
and Analysing
implementing market
a marketing performance
mix • To obtain feedback for
•Product research
•Pricing research evaluation and control of
marketing programs.获取反馈
•Distribution research
以评估和控制营销计划。
•分布研究
•Performance-monitoring
•Promotion research research性能监测研究
VIDEO:
THE IMPORTANCE OF MARKET
RESEARCH

Why Market Research is important

Overview of market research and its
importance
https://www.youtube.com/watch?v=1Fja06iCIE0
 Classification of Marketing Research
The definition states that organsations conduct marketing research for two
reasons:
-Identify marketing problem/ opportunitines
-Solve marketing problem
Marketing Research

Problem-identification research
-Market potential research Problem- solving research
-Market share research -Segmentation research
-Image research -Product research
-Market characteristics research -Pricing research
-sales analysis research -Promotion research
-Forecasting research -Distribution research
-Business trends research
Problem-solving research
• Segmentation Research
• Determine the basis of segmentation
• Establish market potential and reponsiveness for various segments
• select target market
• create lifestyle profiless demagraphy, media, and product image characteristies.

• Praduct Research
• Test concept
• Determine optional product design
• Package test
• Product modification
• Brand positioning and repositioning
• Test marketing
• Control score test
Figure 1.5 Relationship of uncertainty to types of marketing reseach

Exploratory research Descriptive research (partially Causal research (problem

(ambiguous problem) defined problem) clearly defined)
探索性研究（模棱两可 描述性研究（部分定义的问 因果研究（明确定义的
的问题） 题） 问题）

Possible “Our sales are declining, and

we don’t know why”“我们的
‘ What kind of people are buying
our product? Who buys our
‘Will buyers purchase more
of our product in a new
situation 销售额正在下降，我们不知 competitors’ products?’ pasckage?’
道为什么”
‘Would people be interested ‘What features do buyers prefer in ‘Which of the two
in our new product idea?’ our product? advertising campaigns is
“人们会对我们的新产品创 more effective?’
意感兴趣吗？”

Note: The degree of uncertainty of the research problem determines the

research methodology.注：研究问题的不确定程度决定了研究方法。
When is marketing research needed?
Marketing Research Process
VIDEO:
WHAT IS MARKETING RESEARCH

Research for Informed

Decisions
This video showcases how
marketing research has
evolved over time and
https://www.youtube.com/watch?v=qLZLx4YxjsY
remains paramount for
organisations today.
 Research Program Strategy
• The overall plan to conduct a series of marketing research projects.
• Marketing research is not a one-shot activity, but a continuous process.
• An exploratory research study may be followed by a survey; researchers may
design specific research projects for each aspect of the marketing mix, etc.
• Management should view marketing research at a strategic planning
level.
• 总体计划开展一系列市场调研项目。
• 营销研究不是一次性的活动，而是一个持续的过程。
• 探索性研究之后可能会进行调查； 研究人员可以针对营销组合等的各个
方面设计特定的研究项目。
• 管理层应从战略规划层面看待营销研究。
Guidelines to Successful Market Research
• Relevant
• Accurate
相关的
• Timely 准确的
• Efficient 及时
高效的
• Reliable 可靠的
有效的
• Valid 道德的
信息的价值
• Ethical
• Value of the information
Australian Market Research
Industry
 Research Suppliers
• Internal
• Research conducted/provided within the organisation
内部的
在组织内进行/提供的研究

• External
• Organisations, external to the organisation requesting the research, who
specialise in conducting research
• Provide full or limited service
• 外部的
• 组织，在请求研究的组织之外，专门从事研究
• 提供全面或有限的服务
External Suppliers
Full service
Limited services
•Syndicated research
- routinely collect information on several different issues and
•Data analysis
provide it to firms that subscribe to their services e.g Nieisen, Ipsos, •Coding or data entry
Kantar TNS (Malaysia)
- 定期收集有关几个不同问题的信息并将其提供给订阅其服务 •Analytical services
的公司，例如 Nieisen、Ipsos、Kantar TNS（马来西亚） •Design sampling technique,
•e.g., surveys, diary panels, scanners, audits
copyright on a research
•Standardised research
technique
-projects conducted instandard, prespecified manner and
supplied to serveral different clients.- 项目以标准、预先指定的方 •Field services
式进行，并提供给几个不同的客户。
•CATI services
•Standard research style
•Customised research
•Suits clients specific needs Go to https://www.amsrs.com.au/research-company-directory
Find two companies that provide each of the services above.
Research Companies Operating in Australia在澳大利亚经营的研
究公司
• Australian Fieldwork Solutions
• BIS Shrapnel
• Chant Link & Associates
• Colmar Brunton
• Fieldforce
• FieldWorks
• Lynx
• Millward Brown Australia
• Nielsen
• Quantum Market Research
• Research Now
• Roy Morgan Research
• Sweeney Research
• Wallis
 Selecting a Research Supplier
• Reputation of the supplier 供应商的声誉
• Ability to complete projects on schedule 按时完成项目的能力
维护道德标准
• Maintain ethical standards
灵活性
• Flexibility 工程质量
• Quality of project 经验
• Experience 特定领域的经验
与客户良好沟通的能力
• Experience in a particular area
• Ability to communicate well with the clients
Skills Required by Market Researchers市场研究人
员所需的技能
• The ability to understand and interpret secondary data
• The ability to complete projects on time
理解和解释二手数据的能力
• Presentation skills 按时完成项目的能力
• Foreign-language competency 演讲技巧
• Negotiation skills 外语能力
• Computer proficiency 谈判技巧
计算机熟练度
• Interpersonal skills 人际交往能力
• Statistical/data analtyic skills 统计/数据分析技能

Do you possess
these skills?
MR Job advertisement

FMCG - Market Research role

• Reporting to the MR Manager you will be required to undertake and manage market research projects,
ensuring these results are objectively analysed and interpreted. You will prepare summaries and develop
independent conclusions and recommendations so that consumer understanding is integrated into key
strategies and brand development activities. In addition, you will be responsible for ensuring that
presentations are timely, relevant and address key business issues.
• A clear thinker and strategist, you will have tertiary qualifications in marketing, psychology and/or statistics.
Experience as a market research supplier or buyer is essential for this position.
• Conceptual and analytical skills combined with influential communication skills are essential. An insight and
understanding of marketing principles is desired.
Ethics in Marketing
Research
Australian Market and Social Research Society
Code of Professional Behaviour
https://www.amsrs.com.au/professional-
standards/code-of-professional-behaviour
Responsibilities to Respondents
• Respondents’ identities must not be revealed without their consent
to anyone not directly involved in the market research project or
used for any non-research purpose
• Nobody shall be adversely affected or harmed as a direct result of
participating in a market research study
• Respondents must be able to check without difficulty the identity
and bona fides of researchers
• Respondents’ co-operation in a market research project is entirely
voluntary at all stages; they must not be misled when being asked
for their co-operation
• No child under 14 years shall be interviewed without
parents’/guardians’/responsible adults’ consent.
• 未经受访者同意，不得向非直接参与市场研究项目或用于任何非
研究目的的任何人透露受访者的身份
• 任何人都不应因参与市场调查而直接受到不利影响或伤害
• 受访者必须能够毫无困难地检查研究人员的身份和真实性
• 受访者在市场研究项目中的合作在所有阶段都是完全自愿的； 他
们在被要求合作时不能被误导
• 未经父母/监护人/负责成人同意，不得采访 14 岁以下儿童。
 Researchers’ Professional Responsibilities
• Researchers must not, whether knowingly or negligently, act in any way which
could bring discredit on the market research profession or lead to loss of public
confidence.
• Researchers must always strive to design research which is cost-effective and of
adequate quality, and then to carry this out.
• Researchers must not undertake any non-research activities (eg. telemarketing
and push poll)
• 研究人员不得，无论是有意还是无意，以任何可能给市场研究专业带来名
誉或导致公众丧失信心的方式行事。
• 研究人员必须始终努力设计具有成本效益和足够质量的研究，然后实施。
• 研究人员不得从事任何非研究活动（例如电话营销和推送调查）
Researchers’ and clients’ Mutual Rights and
Responsibilities
• Market research must always be conducted according to the principles of
fair business practice.
• Researchers must ensure that clients are aware of the existence of the
Code and of the need to comply with its requirements.
• Clients’ identities, information about their businesses, and their
commissioned market research data and findings remain confidential to
the clients unless both clients and researchers agree the details of any
publications.
• Researchers must provide clients with all appropriate technical details of
any research project carried out for those clients.
• The research findings must always be reported accurately and never
used to mislead anyone in any way.
Full code available at
www.amsrs.com.au
1. 市场调查必须始终按照公平商业惯例的原则进行。
2. 研究人员必须确保客户了解本准则的存在以及遵守其要求的必要性。
3. 除非客户和研究人员都同意任何出版物的细节，否则客户的身份、有关其
业务的信息以及他们委托的市场研究数据和调查结果对客户保密。
4. 研究人员必须向客户提供为这些客户开展的任何研究项目的所有适当技术
细节。
5. 研究结果必须始终准确报告，不得以任何方式误导任何人。
 Exploratory Descriptive Causal
Purpose Discovers ideas, Answer who, what, Determines cause and
insights when, where and how effect
发现想法、见解 questions - trends,
brand loyalty,
customer profiles
Types Qualitative research Quantitative research Quantitative research

Data collection Pilot study - focus Survey or observation Experiment

method groups, in-depth 调查或观察 实验
interviews
试点研究 - 焦点小组，
深度访谈
For each of the following situations, decide whether the research should be
exploratory, descriptive or causal
• Establising the relationship between online visits and sales.
• Causal research - relationship between online visits and sales
• Investigating consumer reactions to the idea of smokeless electronic
cigarettes.调查消费者对无烟电子烟概念的反应。
• Exploratory research - consumers’ initial reaction to this new product concept
where the ‘how question is explored - may lead to descriptive research.
• Identifying target market demographics for a tourist theme park.
• Descriptive research - determines the characteristics of the population that are
likely to visit or have visited similar theme parks in the past.
• Estimating sales potential for fencing equipment in a New Zealand sales
territory.
• Descriptive research - describe a market size
 Certain basic terms:
• Client
• individual or organization that needs marketing research to be conducted.
• Researcher / research supplier
• conducts marketing research for the client
• Respondent
• participants of a research project
• 客户
• 需要进行营销研究的个人或组织。
• 研究员/研究供应商
• 为客户进行市场调研
• 受访者
• 研究项目的参与者
• E.g. Kick Off shoe company wants to determine what customer are looking for in
purchasing shoes. Kick Off then hires ABC Research to conduct research. ABC
Research creates a survey to ask certain groups of people from the general
public to take part in the survey.
• 例如。 Kick Off 鞋业公司想要确定顾客在购买鞋子时要寻找什么。 Kick Off
然后聘请 ABC Research 进行研究。 ABC Research 创建了一项调查，要求公
众中的某些群体参与调查。
• Who is the client? Research supplier? Respondent?客户是谁？ 研究供应商？
答辩人？
• Client - Kick Off
• Research supplier - ABC Research
• Respondent - Participants (from the general public) of the survey
Discuss the ethical issue(s), if any, for the following scenarios:
• (a) You have just been employed by a firm that advertises itself as a new local
marketing research company. Your first job requires you to doorknock houses and
administer a short questionnaire asking about people’s holidays preferences. A
key part of the questionnaire requires the respondent’s name and telephone
number to be recorded. You may find out the respondents are being contacted as
potential investors in time-share holiday resorts.您刚刚受雇于一家宣传自己是
一家新的本地营销研究公司的公司。 你的第一份工作要求你上门敲门并管
理一份简短的问卷，询问人们的假期偏好。 问卷的一个关键部分要求记录
受访者的姓名和电话号码。 您可能会发现受访者作为分时度假胜地的潜在
投资者被联系。

• Asking for the respondent’ name is a violation of privacy as the identity of the
respondent should not be revealed.询问受访者的姓名是对隐私的侵犯，因为
不应透露受访者的身份。

• It is also unethical to disguise the real purpose of the research掩盖研究的真正

目的也是不道德的
• (b) You have just completed your first research project in your role as a marketing
research analyst for a large hotel chain. When you give the draft of your final
report to your manager she comes back and asks you to change some of the
results to create a better impression with senior management (b) 您刚刚完成了
您在一家大型连锁酒店担任营销研究分析师的第一个研究项目。 当您将最
终报告的草稿提交给您的经理时，她会回来并要求您更改一些结果，以便在
高级管理层中留下更好的印象

• Not truthfully reporting the information fot purpose of improving the

organisational position should not be entertained. Changing the results is
considered as misrepresentation.
• 为提高组织地位而不实报告信息的，不予受理。 更改结果被视为虚假陈述。