Developer:BarbaraBilodeauContributors:ChrisHarrop,PhilippStephanusbcMarketResearchMarch1998Copyright©1998Bain&Company,Inc.2marketresearchMarketResearchbcCopyright©1998Bain&Company,Inc.MarketResearchAgenda•Firststeps•Typesofresearchmethodology–telephonesurveys–focusgroups–consumerintercepts–mailsurveys–consumerpanels–omnibusstudies•Typesofsamples•Marketresearchvendors•Tempsasphoneinterviewers•Questionnairedesign•Dataanalysis•ResearchandDataAnalysisDepartment3marketresearchMarketResearchbcCopyright©1998Bain&Company,Inc.MarketResearchAgenda•Firststeps•Typesofresearchmethodology–telephonesurveys–focusgroups–consumerintercepts–mailsurveys–consumerpanels–omnibusstudies•Typesofsamples•Marketresearchvendors•Tempsasphoneinterviewers•Questionnairedesign•Dataanalysis•ResearchandDataAnalysisDepartment4marketresearchMarketResearchbcCopyright©1998Bain&Company,Inc.MarketResearchFirstSteps•Checkallsecondaryresearchsourcespriortoconductingprimaryresearch–mostBainclientshaveconductedtheirownresearch-obtainandreviewtoensuretheclientisnotpayingforduplicatedata–thelibraryhasresearchreportsonsomeindustries–checkthe“Findex”CDROMinthelibraryforsyndicatedresearchthatmayansweryourquestionsatamuchlowercost–callBainResearchandDataAnalysisdepartmentforotherindustryspecificsources•Determinethespecificobjectivesandscopeofthemarketresearch–listtheanswersyouwanttoobtain–Drawblankslides.Howyouwanttopresentthedatawillaffecthowthequestionsareaskedandwhomtheyareaskedof–separatetheobjectivesinto“essential”and“nicetoknow”–reviewandfinalizetheobjectiveswithrelevantparties(manager,clientcontact)priortodeterminingresearchmethodology5marketresearchMarketResearchbcCopyright©1998Bain&Company,Inc.MarketResearchFirstStepsDevelopresearchplan•Customers,currentorpast•Competitors•Appropriatedecision-maker•Timeframe–writesurvey–editsurvey–pre-wireclient–pre-testsurvey–conductinterviews–compiledata–analyzeresults•Availableresources•CostDetermineobjectivesSelecttargetrespondentDeterminesamplesizePlanforotherconstraintsDetermineformat•Mail,phone,in-personorfocusgroup6marketresearchMarketResearchbcCopyright©1998Bain&Company,Inc.MarketResearchAgenda•Firststeps•Typesofresearchmethodology–telephonesurveys–focusgroups–consumerintercepts–mailsurveys–consumerpanels–omnibusstudies•Typesofsamples•Marketresearchvendors•Tempsasphoneinterviewers•Questionnairedesign•Dataanalysis•ResearchandDataAnalysisDepartment7marketresearchMarketResearchbcCopyright©1998Bain&Company,Inc.MarketResearchTypesofResearchMethodology•Telephonesurveys•Mailsurveys•Intercepts•Consumerpanels•Omnibusstudies•Scannerdata•Testmarketing•Focusgroups•Informationalinterviews•In-depthinterviews•Electronicfocusgroups•StoreobservationsQuantitativeresearchQualitativeresearchCombination8marketresearchMarketResearchbcCopyright©1998Bain&Company,Inc.MarketResearchQualitative:Advantages•Fastturn-aroundtime•Lessexpensivethanmostquantitativemethods•Bestforgettingin-depthinformationandbrainstorming,generatingideas•Interactiveforum•AllowsBainandclienttohearcustomerfirst-hand•Goodforresearchrequiringvisualstimulus,suchasnewproductsorconcepts•AllowsmorereactivequestionsDisadvantages•Informationisnotquantifiable•Limitedbygeography•Groupsshouldberunbyskilledmoderatortominimizebiasessuch...
