Marketing Research

ဦးအောင်ချစ်ခင်
Founder/President
MBA (Nottingham),
Dip M. PG Dip M (CIM)
Marketing Research & Information System
Marketing Research
Use of formalized procedures, based on the scientific method, to collect and
analyze information, relevant to management problems.

CATS - Cost | Accuracy | Time | Security

Types of Market Research
By Source By Methodology By Objectives

- Primary (Field) – - Qualitative – Why/ - Exploratory

new data how
- Descriptive
- Secondary – Desk – - Quantitative – how - Causal
second hand – in+ex many / how much
(or experimental)
 The Market Research Process
1. Defining the problem 2. Developing 3. Collecting the 4. Analysing the 5. Presenting the
and objectives the research information information findings
plan

Steps
Decide on Information is Statistical Overall conclusions to
Distinguish between the collected manipulation of the be presented rather
- budget
research type needed according to the data collected (e.g. than overwhelming
e.g. - data sources regression) or
plan (N.B. it is statistical
- exploratory - research often done by subjective analysis ofmethodologies
approaches external firms) focus groups
- descriptive
- research
- causal instruments
- sampling plan
- contact Significant
Comments methods difference in type
of analysis Can take various forms:
The plan needs to
If a problem is This phase is the according to - oral presentation
be decided upfront
vaguely defined, most costly and whether market
but flexible enough - written conclusions
the results can the most liable to research is
to incorporate supported by analysis
have little bearing error quantitative or
changes/ iterations
on the key issues qualitative - data tables
Marketing Research
1. Problem + Objective
2. Secondary Research – Internal + External
3. Primary –
1. Qualitative
a. In-depth interviews – unstructured, semi-structured
b. Focus Group Discussions (FGDs) – Prepare Discussion Guide
– select participants
c. Observation/ Ethnography

2. Quantitative – Sampling: probability or non-probability |

Questionnaire Design | Collection Methods – Phone, Postal, Face-
to-Face, Online,
Marketing Research

Research Design/ Primary Research

Exploratory Research

Focus Groups, Group Interviews

• identify attributes
• pick variables for further study
• Discover perspective
• avoid preconceptions
 Quantitative Question –
3C. Research Design Structured
Dichotomous, Multichotomous
Likert scale, Semantic differential Scale
Questionnaire Design
Rating scale, Importance scale
Wording
Cultural Bias
Sequencing of Questions
Issues to consider
Question Structures in questionnaire design
• Sensitivity of question
Qualitative Questions – • Bias in formulation
Unstructured • Cultural issues
Word association • Repetition
Incomplete sentences • Respondent motivation
Narrative projection • Questioner training
• Pre-testing
Picture completion
• Comprehensiveness
• Realism
• Ease of completion
Question Types - Dichotomous

In arranging this trip, did you contact

Airlines?
Yes No
Question Types – Multiple Choice
With whom are you traveling on this trip?
No one
Spouse
Spouse and children
Children only
Business associates/friends/relatives
An organized tour group
Question Types – Likert Scale
Indicate your level of agreement with the following
statement: Small airlines generally give
than large ones.
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
Question Types – Semantic Differential

American Airlines
Large ………………………………...…….Small
Experienced………………….….Inexperienced
Modern……………………….…..Old-fashioned
Question Types – Importance Scale

Airline food service is to me.

Extremely important
Very important
Somewhat important
Not very important
Not at all important
Question Types – Rating Scale

American Airlines’ food service is

Excellent
Very good
Good
Fair
Poor
Question Types – Intention to Buy Scale

How likely are you to purchase tickets on American

Airlines if in-flight Internet access were available?
Definitely buy
Probably buy
Not sure
Probably not buy
Definitely not buy
Question Types –Completely Unstructured

What is your opinion of American Airlines?

Question Types – Word Association

What is the first word that comes to your mind when

you hear the following?

Airline
American
Travel
Question Types – Sentence Completion
When I choose an airline, the most important
consideration in my decision is:

.
Question Types – Story Completion
“I flew American a few days ago. I noticed that the
exterior and interior of the plane had very bright
colors. This aroused in me the following thoughts and
feelings.” Now complete the story.
_
_
_
_
_
Question Types –Picture (Empty Balloons)
3. Sampling Plan

• Sampling unit: Who is to be surveyed?

• Sample size: How many people should be surveyed?
• Sampling procedure: How should the respondents be chosen?

• The bigger, the better

 Validity and Reliability
3D. Sampling Did you measure what you intended to measure?
Can you do it again?
4. Data Analysis
What does the data mean?
How can it be used?
How can it be communicated to management?
How does it solve the management problem?
New Market Research

Traditional Market Research Reliance on lead customers

• interactive development
Frequent Technical Pitfalls
Poor definition of problem
• • increasingly popular
Designing the questionnaire
•
Sample size small
• • Better for true innovations
• Data collection inadequate
Large Company Reliance on Customer’s Views

What Why Who How

Many Traditional 3M Radically new
experienced market products introduced
Hewlett-Packard
large companies research for by small teams
are relying more truly innovative Sony working closely with
on interactive new products lead customers (e.g.
development has frequently retailers). With this
with lead proved info. designs rapidly
customers misleading modified and
interactive changes
made
Thank You