UNSW MARK 2052
Marketing Research
Week 2
Tutor: Michelle Zhang
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Quiz:
The details of the Quiz for week 3 are as follows :
The quiz consists of 4-6 questions (approx. 200 words) and is worth 20 points in total, You can
attempt the quiz following the link on Moodle that can be access from anywhere, anytime
between 12pm and 3pm (Sydney time) on Thursday the 13th of June. You will have 60
minutes to answer the quiz with your time beginning once vou press start, You can start anytime
in that window as long as you finish before 3pm. The quiz will close at 3pm and you all your
answers past that point will not be recorded.
The quiz is open notes, but you are not allowed to consult with anyone, I will be available from
9am-11am in office.
The quiz will cover Lectures 1 and 2 and no Spss skills will be tested, The topics to focus on
include the MR10/11 process, types of analyses and level of measurement.
The pre-recorded lectures for week 3 will also be made available after the quiz.
Finally, if you have any questions prior to the quiz, please feel to get in touch via teams or email
(please don't use the reply feature on my Moodle as I cannot reply to those emails
Have a nice weekend.
MR10/11 process：
➢ Establish need for information：
➢ Establish information needs
➢ Determine research design/data sources
➢ Develop data collection procedures
➢ Sample design
➢ Survey design
➢ Collect data
➢ Process data
➢ Analyse data
➢ Write report/present findings
➢ Action
types of analyses：
1) Descriptive Analysis (who are they?) >>>Mean / Medians / Frequency / SD
◼ Used to describe the data to reveal general pattern of responses
◼ To portray the “typical” respondent
2) Inferential Analysis >>> ANONA / T-test
◼ To draw conclusions about
1. the current population
2. previous samples/populations
3. future samples /populations
◼ based on the current sample
3) Differences/Differential Analyses >>> ANONA / T-test
◼ To determine if differences exist between groups
4) Associative Analyses >>> Correlation / Crosstabs with Chi-Square / Factor analysis / Cluster
analysis
◼ To determine the strength and direction of relationships between 2 or more variables
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5) Predictive Analyses >>> Regression
◼ Allows forecasts of future events
◼ Estimate the level of Y given the amount of X
and level of measurement：
Scale varaiable == Numerical Data
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Scale varaiable == Numerical Data
The Marketing Research Process
➢ Establish need for information：
Explore a new opportunity：面包房涨价 20%，学生放弃面包作为主食，考虑米饭，面
条等
Check for any threats in the market
Indertify our Strengeths
Identify our weakness
➢ Establish information needs
➢ Determine research design/data sources
➢ Develop data collection procedures
➢ Sample design
➢ Survey design
➢ Collect data
a) nominal data b) Scale c) Ordinal
答题： 第一步先写是什么数据； 第二步写出概念， 第三步：举例
现在面包占学生日常支出的百分
比？
对比原先，这个百分比是上涨了还
是下降了？
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➢ Process data
➢ Analyse data
➢ Write report/present findings
➢ Action
Managerial Value of Market Research
1) Identifying and evaluating opportunities
2) Analysing segments and selecting target markets
3) Planning and implementing a marketing mix
4) Analysing market performance
Types of Statistical Analyses
1) Descriptive Analysis (who are they?) >>>Mean / Medians / Frequency / SD
◼ Used to describe the data to reveal general pattern of responses
◼ To portray the “typical” respondent
2) Inferential Analysis >>> ANONA / T-test
◼ To draw conclusions about
1. the current population
2. previous samples/populations
3. future samples /populations
◼ based on the current sample
Differential Analysis + 概念+ T-test(因为是两组之间的比较)+ 举例（或
者结合题目来解释）
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3) Differences/Differential Analyses >>> ANONA（3 组及以上的比较） / T-test(两组之间的
比较)
◼ To determine if differences exist between groups
4) Associative Analyses >>> Correlation / Crosstabs with Chi-Square / Factor analysis / Cluster
analysis
◼ To determine the strength and direction of relationships between 2 or more variables
5) Predictive Analyses >>> Regression
◼ Allows forecasts of future events
◼ Estimate the level of Y given the amount of X
Step 4: Develop Data Collection Procedure
>>>What types of data do we need?
◼ Attitudes: how do people think/feel about our products?
• What is the first thing that comes to mind when you think of FMC?
◼ Behaviors: how do people behave in the market?
• Which was your last vehicle purchase?
◼ Demographics: company, people, industry
• Where do you live?
• How many children under 12 do you have in your family?
>>>How should we collect the data? Get it the right way!
◼ Phone/Personal/Mail/E-mail (Surveys)
◼ Secondary research
◼ Observation
Step 6: Survey Design
◼ Ask as few questions as possible and in a logical fashion!! Humans are lazy (Cognitive
Misers)
◼ Keep it simple and stupid (KISS)
• Use language that is convenient and comfortable for the respondent
• Speak in the respondent’s “language”
– Would you consider yourself a Turophile? – Actual survey qn by Kraft
◼ Ask the hard questions first and easy ones last. Humans are not only lazy, but they easily get
tired (survey fatigue)
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Explore a new opportunity
Check for any threats in the market
Identify our strengths
Identify our Weakness
Managerial Value of Market Research
1) Identifying and evaluating opportunities
2) Analysing segments and selecting target markets
3) Planning and implementing a marketing mix
4) Analysing market performance
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先写出 MR10/11 的流程，然后再写根据以上问题，它属于哪个流程
Step 1: Establish Need for Information
>>> (Why) Do we need to conduct Marketing research?
<1> Check out what the market is like!
(SWOT analysis-Proactive Research)
◼ Explore a new opportunity
◼ Check for any threats in the market
◼ Identify our strengths
◼ Identify our weaknesses
<2>Check out if a strategy makes sense!
(Dry run/Concept Testing) – The Volvo Hybrid
<3> I see changes? Why do I see changes?
(Reactionary Research)
<4> Have things changed from the past? (Tracking Study)
<5>The law wants me to!
(Mandatory Studies) – Location-based
Managerial Value of Market Research
1) Identifying and evaluating opportunities
2) Analysing segments and selecting target markets
3) Planning and implementing a marketing mix
4) Analysing market performance
a) scale b) Ordinal c) Nominal
写完数据类型，再写解释，举个例子
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(SWOT analysis-Proactive Research)
◼ Explore a new opportunity
◼ Check for any threats in the market
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◼ Identify our strengths
◼ Identify our weaknesses
1) Descriptive Analysis (who are they?) >>>Mean / Medians / Frequency / SD
◼ Used to describe the data to reveal general pattern of responses
◼ To portray the “typical” respondent
2) Inferential Analysis >>> ANONA / T-test
◼ To draw conclusions about
1. the current population
2. previous samples/populations
3. future samples /populations
Differential analysis + 概念（用途）+ 举例
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◼ based on the current sample
3) Differences/Differential Analyses >>> ANONA / T-test
◼ To determine if differences exist between groups
4) Associative Analyses >>> Correlation / Crosstabs with Chi-Square / Factor analysis / Cluster
analysis
◼ To determine the strength and direction of relationships between 2 or more variables
5) Predictive Analyses >>> Regression
◼ Allows forecasts of future events
◼ Estimate the level of Y given the amount of X
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Primary data: relity / accurate
Secondary: cost inexpensive
e.g Sora
*Secondary and Primary Data
1)Primary data sources:
<1>Observation:
Mechanical approaches
Personal approaches
<2>Questioning:
In-depth and focus group interviews, Online, mail, phone, personal surveys, Panels
2) Secondary data sources
<1>Inside company:
Company files, intranet, reports, marketing information system, people, sales, cost data
<2>Outside company:
Internet, libraries, governments, trade associations, universities, private research organizations