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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
Observ
In-home/ ation
In-street/ workplace
mall
Self-
Face- Postal
completion
to-face
Group
On-site Quantitative
research
Online
Telephone Mystery
shops
Survey
Focus Observ
ation
groups
Qualitative
research
In-depths
Workshops
Methodologies available -
Characteristics of qual/quant
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
- 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
?
What outputs do we
need? How will we use
the information?
Objectives
Improved marketing
Better decisions
Strategic advantage
The research cycle
Brief
Fieldwork
The right approach
Define research Think about the future
objectives
1 2 3 4 5 6 12
Months
Info needed for a brief
Brief
Background
Fieldwork
information
Essential
Existing relevant
information Nice to know Method
(tracking)
Viewing
Brief
+
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
Sample size
Sample structure
Setting quotas
Response rates
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
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
Indirect Please call out the number on this card that best
describes what happened to your wife
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
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
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
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