Opinion and Marketing Research

1. Opinion and Marketing Research An Introduction for the Marketing Research Interviewer

2. Common Misconceptions

3. True or False: Marketing Research is the same as telemarketing? • Although there are distinct differences between the two, people often mistakenly use the terms interchangeably. • See if you can identify some of those differences.

4. Wants To Ask Your Opinions Telemarketer? Marketing Researcher? (Click on the mouse to check your answer) ANSWER: Marketing Researcherselicit information from the public.The information collected provides companies with the public's opinions of products and services or social and political issues.

5. Wants To Sell You Something Telemarketer? Marketing Researcher? (Click on the mouse to check your answer) ANSWER: Telemarketerssolicit to raise funds or sell goods and services.

6. May Not Call Before 8am or After 9pm Telemarketer? Marketing Researcher? (Click on the mouse to check your answer) ANSWER: Marketing Researchers should not call before 8 AM or after 9 PM as it could be disruptive to respondents. This is in line with the Code of Marketing Research Standards.

7. May Not Send Unsolicited Faxes Telemarketer? Marketing Researcher? (Click on the mouse to check your answer) ANSWER:Telemarketers cannot send a fax as their faxes could be considered unsolicited advertising. Survey research is not considered an unsolicited advertisement.

8. Must Comply With Consumer’s Do Not Call Requests Telemarketer? Marketing Researcher? (Click on the mouse to check your answer.) ANSWER: Marketing Researchers are exempt from Federal regulations regarding "National Do Not Call" lists. Telemarketers must abide by these regulations.

9. Marketing Research At A Glance

10. Reduces company's risk of making wrong decisions. Products and new ideas can be tested before spending $$$$ on a product the public may not want. Companies can determine if this is the right time to introduce a new product. Helps companies determine what to do with a product that is no longer profitable.

11. Provides a "picture" of a company’s customers and its competitors' customers. • Answers questions such as: • Who buys my products? • Who buys my competitors’ products? • Why do customers buy my products? Customer profiles enable companies to better serve their customers.

12. "Weighs" the public's perception of a particular issue. • Politicians call to ask voters' opinions on local or national policies. • News agencies, such as CBS News and The New York Times, call to ask citizens their reactions to recent news events. • Government contractors call to ask households about access to healthcare services.

13. "Reflects" the public's concerns, beliefs and values. • Results from opinion surveys answer questions such as: • What issues are people aware of? • Which of these issues do they think are most important?

14. Helps to determine where tax dollars are needed. • Government Surveys showed which communities lacked the resources to provide safety equipment such as: • bicycle helmets • smoke detectors • infant car seats • Surveys also helped to direct where funds should be allocated.

15. The results of political and news polls are often reported on your local TV stations or in newspapers. • The few citizens called were selected to be representative of the entire population. • The views of those who answered are reported as the views of all.

16. The Growth Of Our Profession

17. 1936: George Gallup founded American Institute of Public Opinion. 1950: First Marketing Research study conducted. Red Letter Dates In Our History • 1790: 1790 Census: First survey conducted in U.S. • 1824: First recorded "straw poll."

18. Prior to the end of World War II, the industry was fairly "quiet." • Between 1790 and the end of WW II there was not much “activity” in the consumer Marketing Research profession. • Why do you think there wasn’t a need for consumer research in that 150 year time span?

19. Consumers trusted what the merchants told them to buy. • Most purchasing was done locally and on a relationship basis. • Shoppers walked or traveled short distances and knew the merchants.

20. No variations in products offered.

21. Demand for products exceeded supply.

22. Since there was never any product left over, there was always a profit.

23. As you may have guessed, "serving" the customer was not a major concern. • Companies did not need to worry about competing with each other for the customer's attention.

24. But, look at what happened after WW II! • WW II helped to bring about the end of the Great Depression. • Changes in the economy and advances in technology helped to bring the Marketing Research industry into being. • How do you think the two are related?

25. Manufacturers now could produce a variety of products quickly.

26. As A Result… • Consumers now had more products to choose from. • And, because of the end of the Great Depression, consumer had more money to spend on those products. • With products “competing” for the consumer’s attention, it became more important for the manufacturer to know what the consumer wanted. Thus, the need for consumer Marketing Research.

27. "Mobility" also played a significant role in the need for Marketing Research. • With the advent of highways and more cars, consumers became more mobile and transient. • They no longer bought at their neighborhood store. • Thus, consumers relied less frequently on the recommendations of the local storekeepers.

28. The Profession Today • Marketing Research is a 2.3 billion dollar industry. • It is used by a diverse range of companies and organizations including: • Small and large businesses • Manufacturers • Technology companies • Policy makers • Professional services • Non-profit organizations • Government organizations

29. Today there are numerous ways for companies to collect data, including: Telephone Internet Mall Focus Groups

30. Marketing Research's Impact On Our Lives

31. Conducted by Cecil Philips • in 1950 for the Borden • Company. • Philips predicted that ice • cream should be sold in • grocery stores. • Led to the installation • of freezers in grocery stores • and ultimately the expansion • of the frozen food market. In fact, the first Marketing Research study led to the expansion of frozen food marketing.

32. Marketing Research helps companies make more informed decisions. Here’s some examples of how it has impacted the business world. Harley Davidson makes a comeback in the 1990s and into the 2000s. Starbucks coffee is now available at your grocery store. Oldsmobile sheds old image, becomes more hip. Too late for them, GM phases out minivan line. Changing attitude towards store-brand jeans. JC Penney brand is just as good as Levis.

33. Opinion surveys have had a major impact on the political landscape. • Candidates use results from surveys to determine how to best appeal to the public. • Several times a year, polls are conducted to assess the public's opinion of the president's job performance.

34. Results from government surveys led to the implementation of safety items such as… • Bicycle Helmets • Smoke Detectors • Car Seats for Children

35. Government surveys also led to increased funding for healthcare providers. Government surveys showed that children's immunizations were more up-to-date if healthcare providers kept records and sent out reminders when the immunizations were due. As a result of this finding, government funding was made available to healthcare providers to support record keeping and notification.

36. Opinion and Marketing Research has helped to develop products and services such as… • Disposable Diapers • Plastic Containers instead of glass in bathrooms • Child-proof medicine caps • “Ouchless” Band-aids • Moen Shower Head – (tested by observations of how people take shower)

37. And Location of Shopping Malls TV dinners Warning Labels on Products

38. Taking a Closer Look at the Marketing Research Process • In Its simplest terms: • Find out what the people want and make it for them. • Find out their initial opinion of the product. • Find out their first impression of the advertisements for the product.

39. After the product has been on the market and advertised... • Find out what people like about the product and how it can be improved. • Find out how memorable advertisements are.

40. Let's take a closer look at the process, focusing on the role of these 3 "key players." Interviewer Respondent (the person we interview) Client As we shall see, the interviewer is the link between the client and the consumer.

41. All Marketing Research studies begin and end with the client. • The client hires a Marketing Research company to answer a question he/she has or to help resolve a problem, such as… • “Should we lower our prices or attempt to provide better quality?” • “Would consumers be receptive to a new package design?” • "How much of our budget should we spend on advertising?” • “Has our spokesperson lost his effectiveness?” • “And, overall, do consumers have a favorable or unfavorable view impression of my product?”

42. A Questionnaire is Designed. • After the "problem" is defined, the client and research company work together to design a questionnaire. • Each question is carefully worded to ensure that it is understandable to all respondents. • The wording and order of the question is designed to attain specific information from the respondent.

43. Some questions may sound dumb or awkward to you. But keep in mind that: • The words used must not exceed the reading level of the average consumer. • The words must meet the"10th Man Rule." • 9 out of 10 people may immediately understand what you are saying. But you also have to make sure the10th personunderstands. • So the other 9 people have to be patient while the question is read in a way that the10th personcan understand.

44. Targeted "sample" is selected. • "Sample selection" refers to the process of selecting people to participate in the study. • Many methods are used, such as Random Digit Dialing, but all methods assure that the people we interview are selected randomly and that they are representative of the whole population.

45. And the sample is identified. • The people we interview must "fit" the client's qualification criteria. • For example, if we were conducting a study on liquid soap, the client may want us to speak only to primary grocery shoppers who have bought a liquid soap within the past 4 weeks.

46. Of course it would be inefficient and time consuming to attempt to interview everyone who may qualify. • So, we interview a representative sample of people. • Every single respondent thus becomes the spokesperson for thousands of consumers. • How can 1 person speak for thousands?

47. Think of it this way… If the first couple of chips you eat are stale, you don't need to eat the whole bag to determine if the bag of chips is stale. To determine your blood type, the doctor only needs to take a small sample of your blood.

48. Interviewer collects the data. Every study is only as good as the data that are collected. How you conduct the interview is key to providing the client with a quality product.

49. You are the link between the client and the respondent. The clientrelies on you to ask questions as written and to record the responses accurately. The respondent dependson you to relay his/her answers accurately. Keep the link intact!

50. Interview only those people who qualify. Respect client confidentiality. Read questions as written. Record responses accurately. Refrain from giving your own opinions or offering comments. Avoid leading or biasing the respondent. Project an enthusiastic and confident tone. Speak clearly. Convey to respondents the importance of their opinions and participation. The Key To Your Success