LA MODLISATION DU COMPORTEMENT DU CONSOMMATEUR

1
The Research Process and Problem Formulation
2
Justify the Need for Marketing Research

• Four Considerations
• Potential usefulness of the results
• Management attitudes towards marketing research
• Resources available for implementation
• Costs vs. benefits

3
Formulate Problem
Determine Research Design
Design Data Collection Method and Forms
Design Sample and Collect Data
Analyze and Interpret the Data
Prepare the Research Report
4
Research Process

• The Research Process is an interrelated sequence
  of steps that make up a research project

5
Research Process - Interrelated
6
Defining the Research Objective

• Most Critical Step
• Establishing the projects purpose through
  effective communication between the decision
  maker and the researcher allows them to establish
  clear-cut agreed upon research objectives

7
Defining the Research Objective (Contd)

• Key Accurate definition of the problem and all
  potential causes
• Marketing Problem
• Exploratory research fueled by client/researcher
  communication
• Potential cause
• Decide which causes most directly effect the
  problem
• Decide if these issues are worth following
• Goal Decide on clear cut research objectives

8
Avoiding Mistakes in Problem Definition
McDonalds Arch Deluxe

• Strategy
• Successful at attracting children with Happy
  Meals
• Alternate Strategy
• Needed to attract adults to McDonalds
• Apparent Assumption
• Adults need a bigger better hamburger
• Examined Wrong Problem
• Marketing Research centered around product
  attributes and not discovering adult consumer
  needs
• Mistake
• Failed to examine what adult consumers are
  looking for

9
Avoiding Mistakes in Problem Definition (Contd)

• Effective Communication is a Must
• Effective dialogue is critical for properly
  diagnosing any situation calling for the use of
  marketing research
• Especially important when the purpose of a
  research is to explore opportunities
• The chances that a wrong or nonexistent problem
  will be researched are greatly when there is no
  healthy

10
Typical Questions
Stage in the Process
What is the purpose of the study--to solve a
problem? Identify an opportunity? Is additional
background information necessary? What
information is needed to make the decision? How
will the information be utilized? Should
research be conducted? How much is already
known? Can a hypothesis be formulated? What
types of questions need to be answered? What
type of study will best address the research
questions? Can existing data be used to
advantage? What is to be measured? How? What
is the source of the data? Can objective answers
be obtained by asking people? How should people
be questioned? Should the questionnaires be
administered in person, over the phone, or
through the mail? Should electronic or
mechanical means be used to make the
observations? What specific behaviors should the
observers record? Should structure or
unstructured items be used to collect the data?
Should the purpose of the study be made known to
the respondents? Should rating scales be used in
the questionnaire?
Formulate problem Determine research design
Determine data collection method and forms
11
Typical Questions
Stage in the Process
Design sample and collect the data Analyze
and interpret the data Prepare the research
report
Who is the target population? Is a list of
population elements available? Is a sample
necessary? Is a probability sample desirable?
How large should the sample be? How should the
sample be selected? Who will gather the data?
How long will the data gathering take? How much
supervision is needed? What operational
procedures will be followed? What methods will
be used to ensure the quality of the data
collected? Who will handle the editing of the
data? How will the data be coded? Who will
supervise the coding? Will computer or hand
tabulation be utilized? What tabulations are
called for? What analysis techniques will be
used? Who will read the report? What is their
technical level of sophistication? Are
managerial recommendations called for? What will
be the format of the written report? Is an oral
report necessary? How should the oral report be
structured?
12
Questions That Need to Be Answered by the
Client/Marketing Researcher Team

• Why am I conducting this research ?
• How will I tell if my project has been a success
  ?
• What method will be used ?
• What questions will be asked ?
• Who will be interviewed ?
• How will you get contact information for
  potential respondents?

13
Questions That Need to Be Answered by the
Client/Marketing Researcher Team (Contd)

• When and where data will be collected ?
• Which pieces will be done internally and which
  will be done externally ?
• What statistical analysis will be performed ?
• How will the results be communicated in the
  organization?

14
Identifying Data Needs

• Steps
• Scrutinize the research purpose
• List the types of data that will fulfill this
  purpose

15
Identifying Data Sources

• Primary Data
• Data obtained directly from consumer to fulfill a
  specific purpose
• Secondary Data
• Data that are readily available from other sources

16
Choosing the Appropriate Research Design

• Research Proposal
• Serves as a blueprint for the execution of the
  product
• Explains
• Purpose and scope of the project
• The specific design of the project
• Sample design
• Data collection procedures
• The data analysis plan
• The project timetable
• The estimated cost of the project

17
Design the Research Instrument or Form

• Relevant when you are using primary data
• Interviews
• Observation
• The type of form used can seriously effect the
  nature and/or the quality of the data.

18
Identifying the Sample
19
BK Broiler- Research Process Stages

• Justify the need for marketing research
• BK researched to develop a broiled chicken
  sandwich that appealed to women
• Research was worthwhile because it was
  potentially useful and the resources to implement
  the findings were available
• Define the research objective
• Assess the appeal of the new broiled chicken
  sandwich among the target market of women.

20
BK Broiler- Research Process Stages (Contd)

• Identify data needs
• 1. Purchase Measures
• Purchase intention
• Purchase frequency
• 2. Overall Product Diagnostics
• Reasons underlying the purchase intention
• Uniqueness, differentiation
• 3. Attribute Diagnostic
• Data regarding specific
• Attributes to focus product development
• 4. Respondent Profiling Variables
• Demographic information

21
BK Broiler- Research Process Stages (Contd)

• Identify data sources
• Primary data to collect consumer impressions
• Secondary data to serve as a benchmark
• Choose appropriate research design and data
  collection method
• For Primary Data
• Developed by outside agency
• Descriptive research
• Collection through mall-intercept
• Prescreen respondents

22
BK Broiler-Research Process Stages -Choose
Appropriate Research Design and Data Collection
Method

• Four Positionings
• 1. Choice white meat/chicken breast
• 2. Backyard BBQ Taste
• 3. Marinated Special Blend/Homestyle Taste
• 4. Competitive Claim
• Form used to evaluate each on the basis of
  concept, positioning, and perceived taste
• Taste Tests
• 9 different combinations of buns and sauce

23
BK Broiler-Research Process Stages (Contd)

• Design the research instrument or form
• Questionnaire
• 1. Pre-recruit screener questions
• 2. Concept evaluation questions
• 3. Taste Test
• 4. Classification questions

24
BK Broiler-Research Process Stages (Contd)

• Identify the sample
• Sample
• 835 interviews
• 10 malls in different geographic locations
• 150 taste tests
• People who had eaten chicken in a fast food
  restaurant
• 65 female, 35 male
• 50 ages 18-34, 50 ages 35-54
• 50 BK consumers, 50 non-BK consumers

25
BK Broiler-Research Process Stages (Contd)

• Collect data, including any relevant secondary
  data
• 835 interviews
• 10 malls in different geographic locations
• 150 taste tests

26
BK Broiler-Research Process Stages (Contd)

• Analyze and interpret the data
• Choice White Meat / Chicken Breast generated
  the highest level of positive interest
• Interest driven by predisposition to chicken and
  appetizing appearance
• Health aspects were secondary driver
• Sandwich favored in 35-54 age group, with women
  and with non-BK consumers
• Present the research findings to decision makers

27
Nickelodeon Wants to Know You

• How does Nickelodeon get a kids view point about
  a TV Show?
• Adopted a day-care center for testing new shows
  or new characters
• Conducted marketing research on a weekly basis in
  a NJ school. Researchers quiz the kids on all
  aspects of their lives

28
Nickelodeon Wants to Know You (Contd)

• How does Nickelodeon get a kids view point
  (contd)?
• Children are given disposable cameras to record
  their activities in photos and words
• Conducts focus groups with school-age viewers
• What do you think about Nickelodeons research
  methods? Any ethical issues?

29
Stake Holders of Basic Ethical and Business
Principles

• Research Suppliers
• Field Service Firms
• Research subjects or respondents
• Clients
• General public

30
The Esomar Web Site
Website Spells out the rights of stake holders
31
Council for Marketing and Opinion Research -
Respondent Bill of Rights

• What Your Rights are if You are Interviewed
• Your privacy and the privacy of your answers will
  be respected and maintained
• Your name, address, phone number, personal
  information, or individual responses won't be
  disclosed to anyone outside the research industry
  without your consent
• You will always be told the name of the person
  contacting you, the research company's name, and
  nature of the survey

32
What Your Rights Are if You Are Interviewed
(Contd)

• You will not be sold anything, or asked for
  money, under the guise of research
• You will be contacted at reasonable times, but if
  the time is inconvenient, you can ask to be
  re-contacted at a more convenient time
• Your decision to participate in a study, answer
  specific questions, or discontinue your
  participation will be respected without question

33
What Your Rights Are if You Are Interviewed
(Contd)

• You will be informed in advance if an interview
  is to be recorded and of the intended use of the
  recording
• You are assured that the highest standards of
  professional conduct will be upheld in the
  collection and reporting of information you
  provide
• Source www.cmor.org

34
Recognizing Ethical Situations

• GeoCities
• An online community site created a children
  internet club
• Pledged to parents that information will not be
  transferred to 3rd party
• Federal Trade Commission
• Took issue with the company over the transfer of
  childrens personal information to an another
  company partly owned by GeoCities

35
Recognizing Ethical Situations (Contd)

• GeoCities claimed the transfer is internal. Is
  the information transfer internal or external
  (3rd party) ?
• FTCs Ruling GeoCities misled its customers,
  both children and adults, by not telling them the
  truth about how it was using their personal
  information

36
Recognizing Ethical Situations (Contd)

• GeoCities signed a twenty-year consent order
  requiring the company to spell out what
  information it collects, how it is used, and to
  whom it will be disclosed