What

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Whats in a Number 1?   The DRIVER, The DOER. The
COMMAND SPECIALIST  1s are action oriented
results oriented decisive agitators problem
solvers determined direct independent assert
ive self-reliant demanding
competitive risk takers adventuresome forcefu
l
2

• When 1s speak, they
• Are faster and louder
• Speak with more statements
• Focus on tasks
• Use facts and data
• Speak in a monotone
•  
• 1s display physical qualities such as
• pointing at others
• leaning forward to speak
• use of direct eye contact
• closed hands
• rigid posture
• controlled facial expression

3

• 1s are recognized by behaviour such as
• reacting quickly
• making a great effort to get involved
• showing little concern for being cautious in
  relationships
• working in the present time frame
• acting directly
• a tendency to reject inaction
• needing excitement
• being personal
• In order to grow 1s must
• LISTEN
•  
• When a 1 is under stress, they
• Become AUTOCRATIC
• Need POWER

4

• On a good day, a 1 is seen as
• Strong willed
• Independent
• Practical
• Decisive
• efficient
•  
• On a bad day, a 1 is seen as
• Pushy
• Severe
• Tough
• Dominating
• Harsh

5

• 1s need to learn 
• HUMILITY, FEELINGS, LISTENING TO OTHERS, TO
  FOLLOW
•  1s measure progress through results. They are
  goal-oriented and may run over people to get
  there
• 1s must be allowed to know the score, to get
  competitive situations and win (or appear to win)
• 1s need leaders that allow them freedom to do
  things their way
• 1s always want to save time. As a result, they
  come across as busy and efficient
• 1s receive approval and support from getting the
  job done well and on time
• 1s are most effective in positions of authority
  and responsibility
• 1s rely on the power of their competence. They
  know theyre strong enough to wing it
• 1s are excellent at jobs that allow them to
  organize.

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When a 1 works with another 1 They must first
agree in advance on goals, allow each other
freedom to work within in agreed upon limits,
allow each other to wine and be in charge   When
a 1 works with a 2 The 1 must be more open
about him/herself and his/her emotions, relax
time constrictions, give 2s, incentives, let the
2 win, provide the 2 with public recognition,
loosen up, play.
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When a 1 works with a 3 The 1 should show
personal concern for the 3, provide the 3 with
details and specifics, acknowledge the 3s
contributions, be supportive of 3s efforts and
accomplishments, build a relationship.   When a 1
works with a 4 bring facts and logic in
writing, be patient while the 4 evaluates, assist
a 4 in coming to decision, work with the time
limits.
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WHAT IS MARKETING RESEARCH?
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Marketing
A process of planning and executing the
conception, pricing, promotion, and distribution
of ideas, goods and services to create exchanges
that satisfy individual and organizational
objectives.
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The Marketing Concept
The whole of the organisation should be driven by
a goal of serving and satisfying customers in a
manner which enables the organisations financial
and strategic objectives to be achieved.
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What is Research?
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MARKET RESEARCH
The Systematic and Objective identification,
collection, analysis and dissemination of
information about markets, organizations and
people undertaken to improve decision making
related to identifying and solving problems (also
known as opportunities) in marketing.
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Why do Organizations Need Market Research?
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Knowledge is power
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• reduce the uncertainty in the decision-making
  process
• increase the probability and magnitude of
  success.
• better understand their customers.
• marketing budget is effectively targeted and well
  spent.
• development of new products
• help to determine the most appropriate and
  profitable launch program
• to gain an understanding of the competition
• target new markets or business opportunities

Bottom Line Profits and Shareholder Value
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What sort of information is needed generally?
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Accurate Relevant Timely
It aint the things we dont know that gets us
in trouble. Its the things we know that aint
so. Artemus Ward
When a man does not know what he is Seeking, no
wind is the right one Seneca
We are in the information age - timely
information has tremendous value
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What sort of decisions does management face that
require information (i.e. Marketing research)
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Product Price Promotion Place
Oreo conducts taste test, Oreo cookie vs. Chips
Ahoy
Safeway does a competitive pricing analysis
How many consumers recall the Life Tastes Good.
Coca Cola! slogan?
Caterpillar Tractor Co. investigates dealer
service program.
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What are the Major Sources of Information?

• Marketing Research
• Customer Databases
• Internal Reporting Systems/ Scanner Data
• The Internet / On-line Sources

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What are Two main sources of information?

• Secondary Research
• Existing studies, census data, articles
• Internet, library, trade journals
• Primary Research
• Create your own questions
• Find your own answers by asking people what they
  think, feel, know, etc.
• Common methods include
• Focus groups, surveys

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What are the Two main types of information?

• Qualitative
• How do people feel about the color purple?
• Not predictive of market behavior
• Qualify needs, wants, preferences
• Focus Groups, In-depth interviews
• Quantitative
• How many people like the color purple?
• Predictive if done correctly
• Surveys Telephone, Mail, Intercept, Internet

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In February 2002 the Alberta Liquor and Gaming
Commission, lifted the moratorium on new casinos
in Alberta. What sort of market research projects
might be of value to a company thinking of
opening a new casino in Calgary.
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Applied Marketing Research Example

• Should McDonalds add Italian pasta dinners to its
  menu?
• Marketing research told McDonalds it should not?
• Should Procter Gamble add a high-priced home
  teeth bleaching kit to its product line?
• Research showed Crest Whitestrips would sell well
  at a retail price of 44

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Analyze Marketing Performance

• This years market share is compared to last
  years.
• Did brand image change after new advertising?

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Determining When to Conduct Marketing Research

• Time constraints
• Availability of data
• Nature of the decision
• Benefits versus costs

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Anecdotal evidence suggests that although
customers like the performance and comfort of the
Ford Crown Victoria. They are not overly
enthusiastic about its design, however. Ford has
decided to hire an external market research
company (i.e. you) to find out how the public are
likely to feel about a new design. What steps
would you take to provide this information?
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Would you talk only to men?
Would you talk only to current owners? Would you
talk to only 10 people? Would it matter if you
asked them about Ford Escalade? Would it matter
if did a multiple regression analysis?
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Marketing research works because, by talking to a
relatively small number of people, it is possible
to find out about a far larger number.
But..

• it only works if you talk to the right number of
  people,
• it only works if you talk to the right type of
  people and
• it only works if you ask the right questions
• and analyse the data you get in the right way.

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The Marketing Research Process

• Problem identification
• specifying what information is required
• designing the method for collecting information
• managing and implementing the collection of data
• analyzing the results and
• communicating the findings and their implications.

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Alice WOULD YOU PLEASE TELL ME WHICH WAY I
OUGHT TO GO FROM HERE? Cheshire Cat THAT
DEPENDS ON WHERE YOU WANT TO GO Lewis Carroll
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The Marketing Problem versus the Marketing
Research Problem
A distinction must be made between the management
problem and the marketing research problem.
Marketing Research Problems
Management Problem

• Focus on symptoms
• Action oriented

• Focus on causes
• Data oriented

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Getting Started

• Gathering Data
• DIY
• Outsource

• Methods
• Use a mix of methods
• Start with Secondary research
• Use Primary research to fill in specific gaps
• Mix qualitative quantitative

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Which Methods Work Best?

• Focus Groups

• Explore how people feel about your concept and
  why they feel that way.
• Show concepts, get immediate feedback
• Change questions on the fly
• 4-10 people make a group
• Recruit the right people - offer an incentive
• 1.5 to 2 hours on average
• Audio/video recording

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Which Methods Work Best?
Observational Research (Ethnography)

• Roots in anthropology - observe people doing
  things in specific environments.
• Record observations - video, paper, audio
• Quantify observations to analyze
• Enrich information with understanding of why
  people do what they do - ask them.

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Which Methods Work Best?
Surveys

• Mail, telephone, intercept, internet
• Establish measures of awareness, quality,
  service, market share
• Predict how many people will buy x
• Statistically valid findings if...

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Rules for Predictability

• Sample must be chosen at random from defined
  population
• Sample size determines confidence in data
• More confidence more predictable
• n 100 90 5
• n 400 955
• n gt1,000 98 3