CHAPTER 15

Marketing
Research
Tools

Kristel Jean C. Basbaño

BSBA-3A WEEKDAYS
Discussions:

Why Marketing Research is so important?

Cluster Analysis for Segmentation
Perceptual Mapping for Positioning
Multidimensional Scalling
Focus Group for Concept Testing
Conjoint for Testing Attributes
Anatomy for a focus Group
MARKE T I N G R E S E A R C H

PROCESS
It focuses on collecting
insights from your target
audience, such as their
opinions and attitudes that
would help you evaluate
current products, service, or
test concepts aimed at
improving them. It can
gauge customer
perceptions about your
company.
C L U STE R A N A L Y S I S F O R

SEGMENTATION
Is a powerful tool to create 1. Demographics: 3. Geography:
customer Age, income Location, CUSTOMERS CAN BE
segmentation/customer SEGMENTED ACCORDING
levels, gender, climate,and
TO THESE FEATURES:
profiles by unifying family status,etc. language.
behaviours and
demographics. Behaviour
could include variables like
frequency of purchase,
2. Psychographics: 4. Behavioural:
shopping behaviour, or
Social status, Consumption and
product usage goal
lifestyle, spending habits,
interest,and browsing patterns,
beliefs etc.
P E R CEP T U A L M A P P I N G F O R

POSITIONING
Is a chart or graphical
representation of how
consumers perceive your
product or service within its
respective industry based
on selective attributes.
 Multidimensional scaling of Branded Cars

Multidimentional
Scaling

Means of visualising the

level of similarity of
individual cases of
dataset. It is used to
translate "information
about pairwise 'distances'
among a set of objects or
individuals" into a
configuration of points
mapped into an abstract
Cartesian space.
Focus Group for Concept Testing
A FOCUS GROUP IS A GROUP OF PEOPLE ASSEMBLED TO DISCUSS A
SPECIFIC SUBJECT SUCH AS NEW PRODUCT CONCEPTS, FEATURES
UPDATES, OR BRAND PERCEPTION.

It is used to understand if ideas have

enough potential for further
investment and growth. It can occur at
any phase within the marketing cycle
but is typically conducted early on to
protect limited advertising and
research dollars.
 CONJOINT FOR
TESTING
ATTRIBUTES
CONJOINT analysis is a
survey-based statistical
technique used in
market research that
helps determine how
people value different
attributes (features,
functions, benefits)
that make up an
individual product or
service.
QUOTE OF THE DAY
"MARKETING
WITHOUT MARKET
RESEARCH IS LIKE
DRIVING WITH
YOUR EYES CLOSED"

DAN ZARELLA