Kristal The Marketing Research Process 1

- what information is required

- how that information should be obtained

- identify the type of data needed

- determine the type of research

- secondary or primary  Data

the collection can employ either exploratory (IDI) or conclusive (Survey) research

organizing, analyzing, and interpreting data (to get information)

Executive Summary (Kurzdarstellung), the Body of the report (which discusses the research objectives, methodology used, and detailed findings), the Conclusions, the Limitations, and Supplements (tables, figures, and appendixes). 

“Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.”

The function which links the consumer, the customer, and public to the marketer through information used to:

• Identify and define market opportunities and problems
• Generate, refine, and evaluate marketing performance
• Monitor marketing performance
• Improve understanding of marketing as a process

• Defined process of gathering, processing and analyzing data about markets
• Communicates the findings and their implications
• Market research covers a current or upcoming information need connected to the decision problems of a company.

• Market research reduces the decision making risk.
• Requirements / importance of market research increases with the complexity of target markets.

• Descriptive:  The gathering and presenting of statements of fact.
• Diagnostic/Causal:  The explanation of data or actions.
• Explorative:  The specification of how to use descriptive and diagnostic research to predict the results of a planned marketing decision

(Nutella Glas)

Segmentation Research:

• Establish market potential and responsiveness for various segments.
• Select target markets.
• Create lifestyle profiles: demography, media, and product image characteristics.

• SINUS Typology
• Semiometrie-model

• Product Policy
• Pricing Policy
• Promotion Policy
• Place Policy
• Servuces
• to describe Buying behaviour

A Conjoint Analysis: Multivariate procedure used to quantify the Value that consumers associate with different levels of product/service attributes or features.

Price Sensitivity Meter (PSM) is a market technique for determining consumer price preferences.

• At what price would you consider the product to be too expensive
• At what price would you consider the product to be ptoo cheap
• At what price would you consider the product starting to get expensive
• At what price would you consider the product to be a bargain

Finally, the intersection of the "too cheap" and "too expensive" lines represents an "optimal price point" or OPP.

Quantitative Market Research (Survey)

Qualitative Market Research (IDI)

• Synonym: Survey Research
• Core mission: exact description of the market/ development.
• Central question: "How much?".
• "Facts and Figures", such as market volume / shares, 
brand awareness of a company, etc.
• "Large" samples > 1.000
• Report: computer-based using special statistical 
software  

Data collection Methods: The Internet, Social Media Monitoring, Text Analytics, Mobile Surveys, Mail Surveys, Face to Face, Phone, Online/ mobile interviewing

• Synonyms: motivational research, psychological research
• Core mission: understanding, explaining behavior.
• Central question: "why?".
• "Soft factors" such as motives, attitudes, values, etc.
• "Small" sample
• analysis techniques derived from psychology

Data collection Methods: Traditional Focus Groups, Traditional IDI, Telefone IDI, Chat online IDI