Scott M. Smith
James Passey Professor of Marketing Founder, Qualtrics
Gerald S. Albaum
Emeritus Professor of Marketing University of New Mexico
Copyright © 2010 by Scott M. Smith and Gerald S. Albaum.
James Passey Professor of Marketing Founder, Qualtrics
Gerald S. Albaum
Emeritus Professor of Marketing University of New Mexico
Copyright © 2010 by Scott M. Smith and Gerald S. Albaum.
online marketing research
Marketing is a restless, changing, and dynamic business activity. The role of marketing itself has changed dramatically due to various crises—material and energy shortages, inflation, economic recessions, high unemployment, dying industries, dying companies, terrorism and war, and effects due to rapid technological changes in certain industries. Such changes, including the Internet, have forced today’s marketing executive to becoming more market driven in their strategic decision-making, requiring a formalized means of acquiring accurate and timely information about customers, products and the marketplace and the overall environment. The means to help them do this is marketing research.
Research is a systematic and objective investigation of a subject or problem in order to discover relevant information or principles. It can be considered to be either primarily fundamental or applied in nature. Fundamental research, frequently called basic or pure research, seeks to extend the boundaries of knowledge in a given area with no necessary immediate application to existing problems, for example, the development of a research method that would be able to predict what people will be like x years in the future. In contrast, applied research, also known as decisional research, attempts to use existing knowledge to aid in the solution of some given problem or set of problems.
Marketing research often focuses on understanding the “Customer” (purchasers, consumers, influencers), the “Company” (product design, promotion, pricing, placement, service, sales), and can also be expanded toward the environment to include “Competitors” (and how their market offerings interact in the market environment).
Source: Twenty Different Types of Marketing Surveys: http://www.qualtrics.com/wiki/index.php/Market_Surveys.
The objective of marketing research is to understand the consumer and apply information and knowledge for mutual benefit. Technological advances in online marketing research provide the ability to monitor customer knowledge, perceptions, and decisions to dynamically generate solutions tailored to customer needs. In this chapter we have stressed the need to improve the research process by reducing errors in the research process. Perhaps the biggest mistake the market researcher can make is to view research options as time- and cost-saving tradeoffs across the data collection options. New technologies continue to be developed, but each must be tested for applicability under specific research conditions, and refined so that marketers are able to better identify and measure the constructs being investigated.
Marketing is a restless, changing, and dynamic business activity. The role of marketing itself has changed dramatically due to various crises—material and energy shortages, inflation, economic recessions, high unemployment, dying industries, dying companies, terrorism and war, and effects due to rapid technological changes in certain industries. Such changes, including the Internet, have forced today’s marketing executive to becoming more market driven in their strategic decision-making, requiring a formalized means of acquiring accurate and timely information about customers, products and the marketplace and the overall environment. The means to help them do this is marketing research.
Research is a systematic and objective investigation of a subject or problem in order to discover relevant information or principles. It can be considered to be either primarily fundamental or applied in nature. Fundamental research, frequently called basic or pure research, seeks to extend the boundaries of knowledge in a given area with no necessary immediate application to existing problems, for example, the development of a research method that would be able to predict what people will be like x years in the future. In contrast, applied research, also known as decisional research, attempts to use existing knowledge to aid in the solution of some given problem or set of problems.
Marketing research often focuses on understanding the “Customer” (purchasers, consumers, influencers), the “Company” (product design, promotion, pricing, placement, service, sales), and can also be expanded toward the environment to include “Competitors” (and how their market offerings interact in the market environment).
Within this “Company-Customer-Competition” environment, many types of marketing
research can be conducted, much of which is focused on using surveys for
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Monitoring customers and markets
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Measuring awareness, attitudes, and image
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Tracking product usage behavior
-
Diagnosing immediate business problems
- Supporting strategy development
Twenty Different Types of Marketing Surveys
1 - Market Description Surveys
To determine the size and relative market share of the market. Such studies provide key information about market growth, competitive positioning and tracking share of market.
2 - Market Profiling-Segmentation Surveys
To identify who the customers are, who they are not, and why they are or are not your customers. This is often a descriptive market segmentation and market share analysis
3 - Stage in the Purchase Process / Tracking Surveys
Where is the customer in the adoption process? This information shows market Awareness – Knowledge –
Intention – Trial – Purchase – Repurchase of the product.
4 - Customer Intention - Purchase Analysis Surveys
Directed at understanding the current customer. What motivates the customer to move from interest in the
product to actual purchase? This is a key to understanding customer conversion, commitment and loyalty.
5 - Customer Attitudes and Expectations Surveys
Does the product meet customer expectations? What attitudes have customers formed about the product and/or
company. Used to direct advertising and improve customer conversion, commitment and loyalty.
6 - Customer Trust - Loyalty – Retention Analysis Surveys
Especially for high priced consumer goods with long decision and purchase processes (time from need
recognition to purchase), and depth of consumer attitudes formed about the product and/or company.
7 - New Product Concept Analysis Surveys
Concept test studies are appropriate in the initial screening of new product concepts. Likes and dislikes about the
concept and evaluation of acceptability and likelihood of purchase are especially useful measures.
8 - New Product Acceptance and Demand Surveys (Conjoint Analysis)
Primarily for estimating demand for new products that can be described or have been developed in drawing or concept, but have not yet been developed physically. Develops develop market share estimates of market potential for the alternative potential products.
9 - Habits and Uses Surveys
Directed at understanding usage situations, including how, when and where the product is used. Habits and uses
studies sometimes include a real or virtual pantry audit.
10 - Product Fulfillment Surveys (Attribute, Features, Promised Benefits)
Evaluation of the product’s promised bundle of benefits (both tangible and image). Are expectations created for
the product by advertising, packaging and the produce appearance fulfilled by the product?
11 - Product Positioning Surveys (Competitive Market Position)
A “Best Practices” study of “How does the market view us relative to the competition?” Competitive positioning analyses often compare the attributes and benefits that make up the product using multidimensional scaling.
1 - Market Description Surveys
To determine the size and relative market share of the market. Such studies provide key information about market growth, competitive positioning and tracking share of market.
2 - Market Profiling-Segmentation Surveys
To identify who the customers are, who they are not, and why they are or are not your customers. This is often a descriptive market segmentation and market share analysis
3 - Stage in the Purchase Process / Tracking Surveys
Where is the customer in the adoption process? This information shows market Awareness – Knowledge –
Intention – Trial – Purchase – Repurchase of the product.
4 - Customer Intention - Purchase Analysis Surveys
Directed at understanding the current customer. What motivates the customer to move from interest in the
product to actual purchase? This is a key to understanding customer conversion, commitment and loyalty.
5 - Customer Attitudes and Expectations Surveys
Does the product meet customer expectations? What attitudes have customers formed about the product and/or
company. Used to direct advertising and improve customer conversion, commitment and loyalty.
6 - Customer Trust - Loyalty – Retention Analysis Surveys
Especially for high priced consumer goods with long decision and purchase processes (time from need
recognition to purchase), and depth of consumer attitudes formed about the product and/or company.
7 - New Product Concept Analysis Surveys
Concept test studies are appropriate in the initial screening of new product concepts. Likes and dislikes about the
concept and evaluation of acceptability and likelihood of purchase are especially useful measures.
8 - New Product Acceptance and Demand Surveys (Conjoint Analysis)
Primarily for estimating demand for new products that can be described or have been developed in drawing or concept, but have not yet been developed physically. Develops develop market share estimates of market potential for the alternative potential products.
9 - Habits and Uses Surveys
Directed at understanding usage situations, including how, when and where the product is used. Habits and uses
studies sometimes include a real or virtual pantry audit.
10 - Product Fulfillment Surveys (Attribute, Features, Promised Benefits)
Evaluation of the product’s promised bundle of benefits (both tangible and image). Are expectations created for
the product by advertising, packaging and the produce appearance fulfilled by the product?
11 - Product Positioning Surveys (Competitive Market Position)
A “Best Practices” study of “How does the market view us relative to the competition?” Competitive positioning analyses often compare the attributes and benefits that make up the product using multidimensional scaling.
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Scott M. Smith and Gerald S. Albaum, An Introduction to Marketing Research, © 2010
12 - Brand Equity Analysis Surveys
What is psychological value that a brand holds in the market place? Brand equity is a composite of brand
awareness, brand quality, brand associations and brand loyalty measures.
13 - Advertising Value Identification and Analysis Surveys
Advertising value analysis focuses on mapping the hierarchical attributes, benefits and values that are associated
with and portrayed by an advertisement. Means-end analysis is often part of this type of study.
14 - Advertising Message Effectiveness Surveys (Media and Message)
Message effectiveness testing identifies the impressions, feelings, and effectiveness in moving the respondent to
a desired goal (increased awareness, more product information, trial, repeat purchase).
15 - Sales Force Effectiveness Surveys
A combination of measures that focus on the sales activities, performance and effectiveness in producing the desired and measurable effect or goal. Often measured as a 360 degree survey completed by the sales person, the client (evaluating the sales call) and the supervisor responsible for evaluating the sales person.
16 - Sales Lead Generation Surveys
Sales lead generation surveys for (1) assuring timely use and follow-up of sales leads, (2) qualifying sales leads
(thereby saving valuable sales force time) and (3) providing more effective tracking of sales leads.
17 - Customer Service Surveys
Akin to customer satisfaction surveys, but focus in detail on the actual customer service that was received, the
process involved in receiving that service and the evaluation of the participants in the service process. 18 - Customer Service Representative (CSR) Surveys: Attitudes, Burnout, Turnover and Retention:
CSRs hold attitudes that reflect on their job related activities including (1) the allocation of time; (2) solutions to customer needs; (3) how to improve their job; (4) best practices; (5) How well internal departments help customers. CSRs often exhibit frustration, burnout and high turnover and surveys focus on CSR retention, reducing costs and increasing the quality of customer relationships.
19 - Sales Forecasting and Market Tracking Surveys
Sales forecasting and market tracking studies can include expert opinion (experts estimate the market), judgmental bootstrapping (expert based rules describing how to use available secondary market information), conjoint analysis (estimation of consumer intentions based on product attributes that are important in the decision), and intentions evaluations (consumer self reported intentions of future purchases) are to be made.
20 - Price Setting Surveys and Elasticity of Demand Analysis
Price surveys estimate the elasticity of demand and show optimal price points, including prices too low or too high. Price surveys may estimate the demand for different product or service segments, or different usage situations.
What is psychological value that a brand holds in the market place? Brand equity is a composite of brand
awareness, brand quality, brand associations and brand loyalty measures.
13 - Advertising Value Identification and Analysis Surveys
Advertising value analysis focuses on mapping the hierarchical attributes, benefits and values that are associated
with and portrayed by an advertisement. Means-end analysis is often part of this type of study.
14 - Advertising Message Effectiveness Surveys (Media and Message)
Message effectiveness testing identifies the impressions, feelings, and effectiveness in moving the respondent to
a desired goal (increased awareness, more product information, trial, repeat purchase).
15 - Sales Force Effectiveness Surveys
A combination of measures that focus on the sales activities, performance and effectiveness in producing the desired and measurable effect or goal. Often measured as a 360 degree survey completed by the sales person, the client (evaluating the sales call) and the supervisor responsible for evaluating the sales person.
16 - Sales Lead Generation Surveys
Sales lead generation surveys for (1) assuring timely use and follow-up of sales leads, (2) qualifying sales leads
(thereby saving valuable sales force time) and (3) providing more effective tracking of sales leads.
17 - Customer Service Surveys
Akin to customer satisfaction surveys, but focus in detail on the actual customer service that was received, the
process involved in receiving that service and the evaluation of the participants in the service process. 18 - Customer Service Representative (CSR) Surveys: Attitudes, Burnout, Turnover and Retention:
CSRs hold attitudes that reflect on their job related activities including (1) the allocation of time; (2) solutions to customer needs; (3) how to improve their job; (4) best practices; (5) How well internal departments help customers. CSRs often exhibit frustration, burnout and high turnover and surveys focus on CSR retention, reducing costs and increasing the quality of customer relationships.
19 - Sales Forecasting and Market Tracking Surveys
Sales forecasting and market tracking studies can include expert opinion (experts estimate the market), judgmental bootstrapping (expert based rules describing how to use available secondary market information), conjoint analysis (estimation of consumer intentions based on product attributes that are important in the decision), and intentions evaluations (consumer self reported intentions of future purchases) are to be made.
20 - Price Setting Surveys and Elasticity of Demand Analysis
Price surveys estimate the elasticity of demand and show optimal price points, including prices too low or too high. Price surveys may estimate the demand for different product or service segments, or different usage situations.
The objective of marketing research is to understand the consumer and apply information and knowledge for mutual benefit. Technological advances in online marketing research provide the ability to monitor customer knowledge, perceptions, and decisions to dynamically generate solutions tailored to customer needs. In this chapter we have stressed the need to improve the research process by reducing errors in the research process. Perhaps the biggest mistake the market researcher can make is to view research options as time- and cost-saving tradeoffs across the data collection options. New technologies continue to be developed, but each must be tested for applicability under specific research conditions, and refined so that marketers are able to better identify and measure the constructs being investigated.
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