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Market Research: Internal Mentorship 4 & 5

This document discusses marketing research methods. It explains that companies conduct primary and secondary research to understand customer needs related to their brand's proposition, price, product, place, packaging, and promotion. Qualitative research methods like surveys and interviews provide insights into customer motivations and barriers. Quantitative research uses numerical data to analyze trends at scale. Both qualitative and quantitative research have complementary roles to play. The document also provides tips for designing qualitative and quantitative studies, including determining objectives, sampling approaches, and data collection and analysis.

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Menma Uchiha Sumātona Kodomo-tachi
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70 views7 pages

Market Research: Internal Mentorship 4 & 5

This document discusses marketing research methods. It explains that companies conduct primary and secondary research to understand customer needs related to their brand's proposition, price, product, place, packaging, and promotion. Qualitative research methods like surveys and interviews provide insights into customer motivations and barriers. Quantitative research uses numerical data to analyze trends at scale. Both qualitative and quantitative research have complementary roles to play. The document also provides tips for designing qualitative and quantitative studies, including determining objectives, sampling approaches, and data collection and analysis.

Uploaded by

Menma Uchiha Sumātona Kodomo-tachi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Internal Mentorship 4 & 5

Market
Research
n da O lga
by Beli B rio
a nd
Cinintya a
Elp ra na t

180 Degrees Consulting UGM


Internal Mentorship
Victoria Ingrid Nathania
Marketing Research
Big companies would do research for each of Marketing Ps:

1 Proposition
What would we envision our brand positioning - what it stands for?

Price
2 What price is the most suitable to be charged for consumers,
for each target segment?

Product
3 Have we created a good and high-quality product that consumers
need and seek for?

Place
4 Where and how should we place our products in the store?
Has it been in the eye-level?

Pack
5 How should we design an attractive design of a product to be
standing out in-store/on-shelf?

Promotion
6 How should we promote? Which channel/where should we
communicate and convey our message?

180 Degrees Consulting UGM


Internal Mentorship
Victoria Ingrid Nathania
Methods & Approaches
Marketing Research

Primary Secondary
Research Research
Conducted independently
by doing what's called desk
Quantitative research - utilizing journals,
Survey/polls, interviews government data,
college/institute/academic
journals, digital official &
Qualitative reliable data sources, etc.
Observations, in-depth
interviews, FGD

180 Degrees Consulting UGM


Internal Mentorship
Victoria Ingrid Nathania
Qual & Quan: What's Their Deal?

Qualitative can contribute


to quantitative by.....

Refining the questionnaire

QUALITATIVE Making the data come alive QUANTITATIVE


Method Method
Explaining the inexplicable stuff
Essential to Numerical data as the
understanding the base would be relatively
"why" factor - to straightforward to
Quantitative can contribute
understand needs, analyze and elaborate,
expectations, triggers, to qualitative by..... also helps to provides
motivations, and relevant and insightful
barriers. findings into a trend.
Putting things in perspective
e.g., It's hard to e.g., It's hard to
gauge the impact of Sharpening recommendations explain certain
certain trend or behavior without
behaviour without understanding the
knowing its scale motivation behind it

180 Degrees Consulting UGM


Internal Mentorship
Victoria Ingrid Nathania
How to do: Qualitative Method

Identify the
problem
and formulate
the questions

Interpret and Determine the


discuss the research
findings approach

Collect and
Design the
analyze the
sampling
data

180 Degrees Consulting UGM


Internal Mentorship
Victoria Ingrid Nathania
How to do: Quantitative Method

TERPRETNI
TCELLOC
Setting Data
NGISED

Build and
study's cleaning
objective & distribute and
questionnaire
constraints analysis

1 2 3
BEFORE YOU JUMP IN:
1 What you aim to achieve
Always retrospect, set your eyes on the end product to have an effective study

2 Who you look for


Residence, age, gender, economic class, or specific criteria

3 Sampling
Aim 5% margin of error. But 30 is the most minimum accepted

180 Degrees Consulting UGM


Internal Mentorship
Victoria Ingrid Nathania
We are not competitor
obsessed, we're
customer obsessed
Jeff
Bezos

180 Degrees Consulting UGM


Internal Mentorship
Victoria Ingrid Nathania

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