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Purpose
Produce for examination, evidence about marketing subjects
which can be used in the acceptance or rejection of performed
hypothesis.
Performed Hypothesis
The value of market research - for support rather than
illumination but research is too often commissioned as an
excuse to avoid serious thinking.
Golden Rules
- Define as clearly as possible what hypothesis you wish to
have validated or disproved.
- Define in advance of the results, the yardstick by which
you will decide your hypothesis proved or disproved.
- Define, again in advance, what action you will take if your
hypothesis are proved or disproved. Note: quite often as a
result of this exercise the marketing manager realizes research is unnecessary.
Marketing Subjects
All elements of the marketing mix.
Production of evidence
All market research can do is collect evidence and advise on
the statistical validity of that evidence.
Scope
Is as broad as marketing itself.
Types of Research
- Group discussions - 1st stage techniques
- In hall testing - popular - vehicle for testing consumer
response to product change. Often paired with competitive
product
- Panels - used for a series of measures at pre-determined
intervals of time e.g. Nielsen, agb, diary panel, dustbin
panel, etc.
- Attitude survey - Attitudes change extremely slowly,
correlation between change in attitude and buying patterns
difficult to establish, are blunt rather than precision
instruments.
- Store tests - A reasonably reliable means of measuring
impact on consumer purchases of a change in one element
of the marketing mix eg pack but more commonly price.
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