Market Research Method (PowerPoint PPT Slide Deck)

XYZ utilizes 4 distinct sources for generating survey samples: 1. Client Lists: Clients provide their own customer lists, including behavioral data like post-spending habits, enhancing survey sample targeting. 2. Random Digit Dialing: This method randomly selects phone numbers from specific geographic areas, ensuring a diverse respondent pool and broader demographic capture. 3. Purchased Lists: Lists acquired from vendors like Survey Sampling, Inc. consist of curated names and phone numbers based on specific behaviors, such as technology ownership, allowing targeted outreach. 4. Consumer Panels: Surveys conducted with recruited U.S. households provide ongoing insights for longitudinal studies and trend analysis. Each method has unique strengths and weaknesses that impact the quality and applicability of research findings.

This PPT slide presents a framework for selecting market research vendors, categorized into Full Service, Mid-sized, and Field and Tab vendors. The choice of vendor depends on factors such as research complexity, specialized skills, timing, and budget. Field and Tab vendors are ideal for execution-only tasks like interviews and data entry, offering cost-effective solutions for straightforward needs. Full Service and Mid-sized vendors provide assistance with complex survey design, while Full Service vendors excel in statistical analysis, including market sizing and significance testing. Experience in the client’s industry is a key consideration, with Full Service vendors offering extensive expertise. Both Full Service and Mid-sized vendors can manage complex quotas, indicating their capability to handle intricate project demands.

This PPT slide outlines the advantages and disadvantages of focus groups as a market research method. Advantages include rapid research efficiency, enabling quick decision-making, and interactive discussions that yield deeper insights compared to individual interviews. The flexibility of the discussion outline allows moderators to adapt questions based on real-time participant reactions, enhancing relevance. Clients gain direct consumer feedback, improving their understanding of market sentiments, while key comments provide valuable resources for stakeholders. Disadvantages include the qualitative nature of focus group data, which limits quantitative applicability and may lead to misinterpretations. There's a risk of skewed perceptions from vocal participants, and the effectiveness of focus groups heavily depends on the moderator's skill, impacting group dynamics and the quality of insights gathered.

This PPT slide categorizes market research methodologies into 3 types: quantitative research, qualitative research, and a combination of both. Quantitative research relies on numerical data and statistical analysis, utilizing methods such as telephone surveys, mail surveys, consumer panels, and scanner data to gather measurable insights. Qualitative research focuses on consumer attitudes through methods like focus groups and informational interviews, providing deeper understanding beyond numbers. The combination category integrates both approaches, employing in-depth interviews, electronic focus groups, and store observations for comprehensive insights. Selecting appropriate methodologies based on research goals is essential for informed decision-making in strategy development.

This PPT slide presents a perceptual mapping analysis of brands within a specific market. The horizontal axis represents price, from low to high performance, while the vertical axis captures brand attributes like comfort, fashionability, and technological advancement. Brand 1 adopts a value-oriented strategy targeting cost-conscious consumers. Brand 2 focuses on innovation, linked to the latest technology and a higher price point. Brand 3's premium positioning is associated with celebrity endorsements. Brand 4 balances price and perceived value as a quality brand. Brand 5 emphasizes high performance for functionality-seeking consumers. Brand 6 targets a younger demographic with a fashionable, trend-driven approach. The spatial arrangement of brands reveals consumer perceptions and market positioning, guiding strategic decisions in product development and marketing.

This PPT slide outlines a structured approach to market research using conjoint analysis. The primary objectives are to assess the relative importance of car features from a consumer perspective and to create a predictive model estimating market share based on these features. The process begins with developing car descriptions through statistical techniques that simulate feature combinations, allowing researchers to gauge consumer preferences. Targeted interviews with potential car buyers follow, where participants evaluate car descriptions and indicate purchase likelihood. The analysis quantifies the value assigned to each feature by calculating variance in likelihood percentages, revealing drivers of purchasing decisions. Finally, the "likely share" model synthesizes data to predict market share based on consumer spending patterns and perceived feature value, providing actionable insights for product development and marketing strategies.

This PPT slide outlines key locations for consumer intercepts: parking lots, malls, and airports. In parking lots, obtaining permission is essential, and hiring a market research firm is recommended for external locations. Interactions should be brief, ideally under 5 minutes, with incentives like monetary rewards to boost participation. Malls require hiring a research firm, as not all venues permit research; upscale malls may impose restrictions. If allowed, respondents can be escorted to a central location for extended surveys. Airports necessitate engaging a market research firm unless the client, such as a car rental company or airline, has secured permission. Notifying airport authorities is crucial for regulatory compliance. This structured approach emphasizes the importance of location, permissions, and professional involvement for effective data collection.

This PPT slide analyzes market size and profitability for family clothing retailers using CHAID (Chi-squared Automatic Interaction Detector) analysis. Market size, defined by town population, is the most critical determinant of profitability. Stores over 200 km from shopping areas show an average contribution margin of 15%, while those within 60 km yield only 6%. Additionally, stores with 3 or more competitors have a 15% contribution margin, compared to 8% for those with fewer competitors, highlighting the significant role of competition. Smaller stores (under 10,000 sq. ft.) typically exhibit lower contribution margins than larger ones. Strategic location selection and market size are essential for planning new store openings.

This PPT slide provides an overview of statistical tools in market research, categorized under "Data Analysis Tools." The first category, "Significance Testing," includes T-Tests, ANOVA, and Chi-Square, essential for determining statistically significant differences between groups. "Segmentation" encompasses CHAID, Factor Analysis, and Cluster Analysis, crucial for identifying distinct market groups and tailoring strategies. The "Explanatory Relationships" category features Regression, Correlation, and Perceptual Mapping, which help understand variable relationships and predict outcomes. Lastly, "Product Design/Price Sensitivity" includes Conjoint Analysis, a tool for assessing consumer preferences and price sensitivity, guiding product development and pricing strategies.

This PPT slide outlines foundational steps for effective market research. Key steps include determining research objectives to align with strategic goals, selecting target respondents such as current customers, competitors, and decision-makers to enhance data relevance, and determining sample size for statistical validity. Planning for constraints involves establishing a realistic timeframe for writing, pre-testing, and analyzing results while considering resource and budget limitations. Finally, choosing the research format—mail, phone, in-person interviews, or focus groups—should align with research objectives and target respondents. These components create a robust market research strategy that yields actionable insights.

This PPT slide presents a structured questionnaire designed to assess market dynamics in the book retail sector. It utilizes a grid format to capture metrics on consumer behavior and brand awareness across competitors, including Barnes & Noble and independent bookstores. Columns Q1 through Q6 represent specific questions on unaided purchase recall, aided awareness, store visitation, frequency of visits, purchase habits, and total spending. This data provides insights into customer loyalty and shopping patterns, allowing for easy comparison across competitors. The findings can inform strategic decisions for marketing, inventory management, and customer engagement initiatives, aiding stakeholders in understanding market positioning and consumer preferences in the book retail industry.

This PPT slide outlines essential steps after selecting a market research vendor. First, obtain a finalized written agreement detailing costs and timing to clarify financial and temporal commitments. Next, have the vendor sign a confidentiality agreement to protect sensitive information. Send the finalized survey to the vendor to ensure alignment with research objectives. For Computer-Assisted Telephone Interviewing (CATI), closely check the vendor's programming to address technical issues before data collection. For paper surveys, proof the reformatted version to confirm accurate question and skip pattern transfer, impacting data quality. Finally, provide the vendor project manager with written and verbal instructions on completed interviews and quotas to track progress and ensure research alignment.

This PPT slide provides an overview of data analysis outputs from conjoint analysis, a market research method for understanding consumer preferences. It includes 4 components: attribute ranking, utility levels, purchase likelihood, and market share estimation. Attribute ranking assesses the importance of specific attributes, such as traction, in consumer decision-making. Utility levels analyze consumer sensitivity to attribute variations like price, showing a downward trend where increased price leads to decreased perceived utility, informing pricing strategies. Purchase likelihood evaluates the probability of product purchase based on configuration, aiding in sales forecasting. Market share estimation quantifies preference shares among products, illustrating competitive positioning through graphs that depict market share distribution. These outputs from conjoint analysis guide strategic decisions in product development and marketing.

This PPT slide outlines 3 primary methods for questionnaire design to understand purchase decision-making: rating scale, ranking method, and distribution of 100 points. The rating scale, from 1 to 5, asks respondents to evaluate purchase reasons, effective for lists of 5 or fewer criteria. The ranking method requires participants to order reasons by importance, limited to 5 items due to complexity in analysis and quantifying rank differences, which may lead to unreliable data. The distribution of 100 points allows respondents to allocate points based on importance, though it is less effective in phone surveys with more than 4 or 5 criteria. Accuracy in calculations is crucial to mitigate human error and enhance data quality.

This PPT slide presents a comparative analysis of telephone survey methodologies: market research vendors, case teams, and temporary staff. Market research vendors offer strengths such as familiarity with specific issues, midstream survey revisions, and contributions from specialists like statisticians. They provide objectivity, credibility, cost savings, and can quickly conduct additional interviews, effectively managing complex skip patterns. Case teams share some strengths with vendors, but offer a tailored approach through direct project involvement. However, their strengths may not fully match those of specialized vendors. Temporary staff should only be used in emergencies due to lower quality output. This analysis aids decision-makers in evaluating options for conducting telephone surveys based on project needs and resources.