04 MARKETING RESEARCH

Summary

This video script delves into marketing research, contrasting quantitative and qualitative methods. It highlights the importance of context and behavior in qualitative research, while quantitative research focuses on numerical data and relationships. The script introduces netnography, an online ethnography, and discusses its naturalistic approach to understanding social interactions in digital contexts. It also covers the product life cycle and customer journey, providing examples of market surveys tailored to different stages of a product's life and customer preferences.

Takeaways

• 📚 The script introduces the concept of marketing research in a business and management context, emphasizing its importance in understanding consumer behavior and preferences.
• 🔢 It distinguishes between two primary research methodologies: quantitative, which involves numerical data and statistical analysis, and qualitative, which focuses on context and behavior with a more in-depth approach.
• 📊 Quantitative research is concerned with generalization and can be limited by method bias and reliability, while qualitative research, though more subjective, provides richer insights.
• 🌐 The script discusses 'netnography,' a form of ethnography conducted over the internet, highlighting its naturalistic nature and the ease of data collection from social media platforms.
• 🤖 It provides an example of using netnography to explore brand awareness, such as the association of IKEA with good food in the minds of Indonesian consumers.
• 🗣️ The transcript covers the importance of in-depth interviews in qualitative research, emphasizing the need for open-ended questions and attentiveness to the interviewee's responses.
• 🤖 It also touches on the topic of service robots, suggesting that in-depth interviews with experienced users can reveal valuable insights about their functionality and user perceptions.
• 🔄 The importance of market surveys is underscored, with the script explaining how different stages of the product life cycle (introduction, growth, maturity, decline) necessitate different research questions.
• 🛒 The customer journey is broken down into pre-purchase, post-purchase, and the analysis of competitor associations, each providing different insights into consumer behavior and preferences.
• 📝 Ethical considerations are highlighted in the context of data collection, especially when using online communities and social media platforms for research purposes.
• 📉 The transcript concludes by emphasizing the practicality of the discussed research methods, suggesting that they can be beneficial for understanding market dynamics and improving business strategies.

Q & A

What is the main topic discussed in this video script?

The main topic discussed in this video script is marketing research, specifically focusing on the two different methodologies: quantitative and qualitative methods.

What is the quantitative methodology in marketing research?

The quantitative methodology in marketing research involves numerical data and relationships, often used to confirm or clarify hypotheses. It is characterized by general results and is prone to common method biases and concerns about reliability.

What is the qualitative methodology in marketing research?

The qualitative methodology involves understanding the context and behavior of consumers. It often uses purposive sampling to gain in-depth insights and is subject to subjectivity due to its in-depth and contextual nature.

What is Netnography and how is it related to marketing research?

Netnography is a contemporary approach to ethnography conducted over the internet. It involves studying social interactions in digital contexts and is used in marketing research to understand consumer behavior and social interactions online.

What are some ethical considerations in conducting Netnography?

Ethical considerations in Netnography include respecting privacy, obtaining informed consent, and ensuring the authenticity of the data collected from online communities.

How can a brand like IKEA benefit from Netnography?

IKEA can benefit from Netnography by understanding how consumers associate the brand with certain experiences or products, such as associating IKEA with good food from their cafeterias in Europe, which can inform branding and marketing strategies.

What is the importance of in-depth interviews in qualitative research?

In-depth interviews are important in qualitative research as they allow for the collection of detailed narratives and experiences from respondents, providing rich data for analysis and insights into consumer behavior and perceptions.

What are some do's and don'ts when conducting an in-depth interview?

Do's include introducing oneself and the research objectives, asking open-ended questions, and focusing on the interviewee. Don'ts include asking yes/no questions, not paying attention to the interviewee, and focusing too much on taking notes.

Why is it necessary to conduct a market survey?

Market surveys are necessary to gather information about consumer preferences, behaviors, and needs at different stages of the product life cycle, which can inform product development, marketing strategies, and business decisions.

How can the product life cycle impact the type of market research conducted?

The product life cycle, with its stages of introduction, growth, maturity, and decline, influences the type of market research conducted. For example, during the introductory phase, research might focus on product concept testing, while in the maturity phase, it might involve customer feedback analysis or loyalty factors.

What are some examples of questions that could be asked during different stages of the product life cycle?

In the introductory phase, questions might include product concept and feature assessment. In the growth and maturity stages, questions could involve target market validation, customer feedback, and loyalty analysis. In the decline stage, questions might focus on net promoter scores, perpetual behavior, and product improvement.

Outlines

00:00

🔍 Introduction to Marketing Research Methods

This paragraph introduces the concept of marketing research, posing an initial question about how the audience perceives the conduct of such research. It differentiates between two primary methodologies: quantitative, which involves numerical data and relationships, and qualitative, which delves into context and behavior. The paragraph discusses potential biases and the generalizability of results in quantitative research, and the in-depth, subjective nature of qualitative research, including purposive sampling. It also introduces netnography, a contemporary approach to ethnography over the internet, highlighting its naturalistic nature and the importance of understanding social interactions in the digital context.

05:00

🤖 In-Depth Analysis of Service Robots and Market Surveys

The second paragraph delves into the specifics of conducting in-depth interviews and netnography for service robots, emphasizing the importance of selecting experienced respondents and avoiding yes/no questions. It outlines the procedure for such interviews, including recording and transcription. The paragraph also addresses the necessity of market surveys, tying them to the product life cycle stages, and suggests different research questions for each stage, such as product concept inquiries during the introductory phase and customer feedback analysis during maturity. It provides examples of surveys across the customer journey, focusing on pre-purchase factors like customer preferences and post-purchase elements like brand association and satisfaction.

10:01

📊 Market Research Techniques and Customer Insights

The final paragraph summarizes the importance of market research techniques, offering examples of how to apply them based on the customer journey. It discusses the significance of understanding customer preferences, pricing schemes, and brand associations. The paragraph also touches on post-purchase considerations, such as net promoter scores and satisfaction levels, and the reasons behind customer retention or attrition. The speaker expresses hope that the module will be helpful and concludes by anticipating the next module.

Keywords

💡Marketing Research

Marketing research involves gathering, analyzing, and interpreting information about a market, product, or service. It is a critical tool for businesses to understand consumer behavior, market trends, and the effectiveness of marketing strategies. In the video, the speaker discusses the different methods of conducting marketing research, such as quantitative and qualitative methods, and highlights its importance in understanding customer preferences and improving products.

💡Quantitative Method

The quantitative method in marketing research focuses on collecting numerical data that can be quantified and analyzed statistically. It is often used to confirm hypotheses or measure variables, such as customer satisfaction or market share. The video explains how this method involves structured surveys or experiments and is characterized by its ability to produce generalizable and reliable results.

💡Qualitative Method

The qualitative method is a research approach that explores the contextual and behavioral aspects of consumer experiences. Unlike quantitative research, it delves into the 'why' and 'how' behind consumer actions and decisions. The video emphasizes the in-depth nature of qualitative research, which often involves purposive sampling and is used to gain deeper insights, though it may introduce subjectivity and require more time.

💡Netnography

Netnography is a research method that combines ethnography with the internet to study online communities and social interactions. It involves observing and analyzing digital communications on platforms like social media to understand consumer behavior in a contemporary digital context. The video describes netnography as a naturalistic and insightful method for examining brand awareness, customer sentiment, and social interactions online.

💡Product Life Cycle

The Product Life Cycle (PLC) is a concept that describes the stages a product goes through from introduction to decline. These stages—introduction, growth, maturity, and decline—help marketers understand how to position and manage products at different points in their lifecycle. In the video, the speaker discusses how marketing research questions vary depending on the product's stage in the PLC, influencing decisions on product features, pricing, and marketing strategies.

💡Purposive Sampling

Purposive sampling is a non-random sampling technique used in qualitative research where participants are selected based on specific characteristics or insights they can provide. It is used when researchers need detailed information from a particular group. In the video, this method is highlighted as essential for qualitative studies, allowing researchers to gather rich, contextual data from individuals who are most relevant to the research question.

💡Common Method Bias

Common method bias refers to the distortion that occurs in research results when the same method is used to collect data on multiple variables, leading to inflated correlations. The video mentions this bias as a concern in quantitative research, where reliance on a single method like surveys can result in skewed data and reduced reliability, thus impacting the validity of the research findings.

💡Brand Awareness

Brand awareness is the extent to which consumers recognize and recall a brand. It is a key indicator of brand equity and is crucial for marketing success. In the video, brand awareness is explored through netnography, where researchers analyze online discussions to assess how well a brand is recognized and associated with certain attributes, such as the example given with Ikea's brand association with food in a foreign market.

💡In-Depth Interview

An in-depth interview is a qualitative research technique that involves conducting intensive, one-on-one interviews to explore a participant's perspectives on a particular topic. The video outlines how in-depth interviews are used following netnography to gather detailed insights, with an emphasis on open-ended questions that encourage participants to share their experiences and stories, providing a richer understanding of consumer attitudes and behaviors.

💡Customer Journey

The customer journey refers to the entire process a customer goes through from the initial awareness of a product or service to the post-purchase experience. It includes various touchpoints where the customer interacts with the brand. In the video, the speaker explains how market research can be tailored to different stages of the customer journey, such as pre-purchase preferences, competitor analysis, and post-purchase satisfaction, to improve the overall customer experience.

Highlights

Introduction to marketing research models in the School of Business and Management instead of Technology.

Discussion on the methods of conducting marketing research, including surveys.

Introduction of two different research methodologies: quantitative and qualitative.

Quantitative methodology involves numerical data and relationships, with concerns like common method bias and reliability.

Qualitative methodology focuses on context and behavior, using purposive sampling for in-depth insights.

Concerns with qualitative research include the length of the study and potential subjectivity in data analysis and collection.

Exploring netnography, a contemporary approach to ethnography over the internet.

Advantages of netnography include naturalistic data collection from social media platforms.

Netnography's focus on understanding social interactions in the digital context.

Ethnographic research involves identifying problems related to brand awareness or misuse.

Data collection methods in ethnography include downloading, scraping, and screenshotting online content.

Ethical considerations in data collection within online communities.

Process of classifying and coding data in ethnographic research.

Example of exploring brand awareness of Ikea through ethnography, revealing strong brand association with food.

Service robots research involving in-depth interviews with experienced users.

Importance of asking exploratory questions and paying attention to interviewee responses in in-depth interviews.

Market survey necessity and its relation to the product life cycle stages.

Different research questions based on the product life cycle stage: introduction, growth, maturity, and decline.

Conducting surveys across the customer journey, from pre-purchase to post-purchase considerations.

Analyzing competitors and understanding brand associations through surveys.

Utilizing net promoter score and post-purchase behavior analysis for products in the decline stage.

Closing remarks summarizing the module's benefits and looking forward to the next module.

Transcripts

[Music]

thank you

hello welcome back with me

from the School of Business and

management instead of Technology

so now in this marketing management

courses we're going to discuss one model

we call it marketing research so before

to that

topic let me ask you one question

when you heard of marketing research how

do you think it is conducted are we

going to spread the survey

Etc could be one of them

so when we are going to use the term

market research let us introduce you

with the two different method the first

one we call it the quantitative one

so what is the quantitative methodology

if it is involved numerical and it's

involves some relationship

for example

if you are going to confirm or clarify

one things

well in the other hand you only get in

the service because of the result is so

General

and therefore there is some concern for

example the common method bias and the

reliability

the second method we call it the

qualitative method

so if it is a qualitative methods you

might see here that it involves a

contextual and the behavior if it

enforce the contextual and the behavior

usually the sampling that we are going

to use is about the purposive sampling

for example if you choose one people

because of they have some reason and

because they are representing something

that able to give you more in-depth

insight about your problems and

therefore the constraint is about the

length of the study that might be much

longer than the quantitative one

the other concern is of course because

it is qualitative you're going to do it

more in-depth and therefore there might

be some subjectivity involved when you

are doing that analysis or even in the

data collections

so the next one that we are going to do

about the con the method in the consumer

research it might include but not limit

it into the netnography the qualitative

study and the quantitative study

then the next one what is magnography

lithography is actually about the

internet and about the ethnography

internet or network so what does it mean

it's about the Contemporary approach of

ethnography it is an ethnography

over the internet

so what is the pros and cons it is

actually very naturalistic because the

data was there it is coming from

whatever you tweet on the Twitter

whatever you post on Instagram

so it goes

um increase some interest on the virtual

community because they are going to have

the common interest they are actually

discussing the same thing

so the last thing that we are going to

really highlight in the netnography is

to understand the social interactions in

the Contemporary digital context

so how to do the ethnography of course

we have to identify what was the problem

is it about the brand awareness it is

about the brand misuse

so the type of the data collection

should be matched

within the type of the questions

and after that because this is the

ethnography within the internet

you have to choose where are you going

to conduct it

is it on the social media

is it on the fan page or is it on the

official website

then after you decided where or what

kind of the field of online communities

you're going to go through then think of

the data Gathering how to do the data

Gathering you could download and scrap

the file

scrap the comments do the screenshot or

join the conversation

so

all of the things are doable in the now

digital era it's easier to get the data

out there

but be careful there is some ethical

considerations here

so after you get all of this data it's

the time for classifications and coding

there might be a question how much

supper are enough

when it reached the consideration then

it is enough

so I'll give you this example

um about exploring the brand awareness

of Ikea

Ikea was a foreign brand so when it

comes to Indonesia people might aware

some of them are not aware so how do we

know it we go to the ethnography

he goes to the several fields for

example in the Forum in the Facebook in

the Instagram and you might see like

there's so many people right about Ikea

with a different way let's take only one

example

when people write on the Facebook say

that it's the memory staying in Poland

1996 goes to the cafeteria good foodie

so what was the interpretation

so the Ikea in alamsutra people

associated with Ikea happen in the

Europe and it has a very strong brand

association with the food

so the coding that you're going to take

is the wood Association

then as a marketer you might find the

implication what will be the implication

the implications is whether you are

going to go to

do more branding

so the next one is about the service

robots

if you go for the service robots the

first questions on the in-depth

interview after the netnography you can

do the in-depth interview you can create

the initial questions on the interview

who should be the respondent of course

the one who has been experienced

and working with the surface robot how

was the procedure

it's a natural setting it is recorded it

is transcribed

so after we do those kind of selection

of sample

this is the do and don'ts of having the

interview

in the interview it's better to

introduce yourself and introduce your

research objective

so the questions is better to be not yes

and no question or we call it the

close-ended one for example like do you

like robots so that kind of question is

something that we have to avoid

instead

ask them to be more exploratory ask them

to tell you a story for example what is

the interesting thing about service

robot

the other thing is about the

focus and pay attention to the

interviewee instead of focus on your

notes

so those things are important things to

be noted when you are doing the

interview

the second methodology before we go

through that I have several questions

here for example

why do we need a market survey this is

like so common if you do the market

research let's do a survey

but then how do you do usually in

conducting a market survey what do

actually we need to know

so to answering these questions we go

through what we call as the product life

cycle

in the product life cycle there are four

life cycle stages

coming from the introductions growth

maturity and decline

with these four stages at different

stages we might ask a different

questions depends on where is the

positions of your product right now

if your product is on the introductory

phase for example you just go into the

introductory

then

please ask the about the product concept

you might also ask about the product

feature is it enough do you need

anything else about the product features

or the channel where I can buy it where

you could usually find these things and

the pricing

however if your product is goes to the

growth and maturity stages

the questions on the research market

research might be related to for example

you review your segment or Target Market

are you actually targeting the right

Market

or you could do the customer feedback

analysis here using the IPA analysis

important performance one

and the third one is about the Loyalty

Factor because your product goes to the

maturity stage already however

if your product right now is goes to the

decline stage think of doing the net

promoter score and researching about the

Perpetual Behavior and the product

Improvement

so I'll give you some examples about how

to do the survey based on the across the

customer Journey in the pre-purchase

think of the customer preferences why

they think product a then product B the

pricing scheme how the consumer use it

how your customer knows about other

competitors and whether your customer

would like to buy your product or not

and then for the Post purchase think of

the do the brand Association survey the

satisfaction survey

and the post-purchase behavior

so this is the example if on the print

purchase think of those marketing mix

for example

you ask where do you go when you need

some product

or what is your typical budget for

buying blah blah

or what features do you look for when

you are purchasing blah blah

this can answer and give you some

insight about what product your customer

needs

the second one is about analyzing the

competitor think of you would like to

know whether you are associated with

characteristic with each of brand

potential you might list it your

competitor

and see what Association that each of

your competitor has

then it is a brand Association survey

one

and at last but the post purchase you

could add for example for the net

promoter score would you like recommend

this product to your friends

definitely probably definitely not

probably not or how satisfied you are

with blower and having this Leica skill

then you would like to know like why

they stay with you or why they leave you

so those are the simple examples of how

we conduct the market research and I do

hope that this module will be helpful

for you and beneficial for you thank you

and I'll see you in the next module