Specification of Information Needed Marketing Research Help

By focusing on each component of the problem and the analytical framework and models, research questions, and hypotheses, the researcher can determine what information should be obtained in the marketing research project. It is helpful to carry out this exercise for each component of the problem and make a list specifying all the information that should be collected. Let us consider the department store project and focus on the components of the problem identified
earlier in this chapter to determine the information that should be obtained from the respondents selected for the survey

Specification of Information Needed

Component 1
This component involves the criteria households use to select a department store. Based on the process outlined earlier in this chapter, the researcher identified the following factors as pan of the choice criteria: quality of merchandise, variety and assortment of merchandise, returns and adjustment policy, service of store personnel, prices, convenience of location,layout of store, credit and billing policies. The respondents should be asked to rate the importance of each factor as it influences their store selection.
Component 2
This component is concerned with competition. The researcher identified nine department stores as competitors of Sears based on discussions with management. The respondents should be asked to evaluate Sears and its nine competitors on the eight choice criteria factors.
Component 3
Specific product categories are the focus of this component. Sixteen different product categories were selected, including women’s dresses, women’s sportswear,lingerie and body fashion, junior merchandise, men’s apparel, cosmetics, jewelry, shoes, sheets and towels, furniture and bedding, and draperies. The respondents should be asked whether they shop at each of the 10 stores for each of the 16 product categories.
Component 4
No additional information needs to be obtained from the respondents.
Component 5
Information on the standard demographic characteristics should be obtained from the respondents. Based on the process outlined earlier in this chapter, the researcher identified the following psycho graphic characteristics as relevant: store loyalty, credit use, appearance consciousness, and combining shopping with eating. Information on these variables should also be obtained from the respondents.
Component 6
No additional information needs to be obtained from the respondents.

International Marketing Research

The precise definition of the marketing research problem is more difficult in international marketing research than in domestic marketing research. Unfamiliarity with the environmental factors of the country where the research is being conducted can greatly increase the difficulty of understanding the problem’s environmental context and uncovering its causes.

Heinz Ketchup Could Not Catch Up in Brazil

In 2009, Heinz  selling products In more than 200 countries and sales were  $10 billion with approximately 60 percent of revenue coming from overuse. Despite good track records inland and overseas, H.I. Heinz Co. failed in Brazil •• market that seemed to be South America’s biggest and most promising. Heinz entered into I joint venture with Citroen Tarpaulin. a giant orange juice exporter, because of the future possibility of buying the profitable company. Yet the of its products. including ketchup. did not take off. Where wu the problem? A problem audit revealed that the company lacked a strong local distribution system. Heinz lost control of the distribution because it worked on consignment. Distribution could not reach 2S percent penetration. The other related problem was .that Heinz concentrated on neighborhood shops because this strategy wai successful in Mexico. However, the problem audit revealed that 7S percent of the grocery shopping in 510 Paulo is done in supermarkets and not the smaller shops. Although Mexico and Brazil may appear to have similar cultural and demographic characteristics, consumer behavior can vary greatly. A closer and intensive look at the Brazilian food distribution system and the behavior of consumers could have averted this failure. Heinz, however, is looking more closely at Asia. especially China, where the company markets baby food and where 22 million babies are born every year

Consider the broad problem of the Coca-Cola Company trying to increase its penetration of the soft drink market in India. In step I, the problem of increasing the market penetration in the United States would be considered. In the United States, virtually all households consume soft drinks, and the problem would be to increase the soft drink consumption of existing consumers. Furthermore, soft drinks are regularly consumed with meals and as thirst quenchers. So the problem of increasing marketing penetration would involve getting the consumers to consume more soft drinks with meals and at other times. In India, on the other hand (step 2), a much smaller percentage of households consume son drinks, and soft drinks are not consumed with meals. Thus, in step 3, the SRC can be identified as the American notion that soft drinks are an all-purpose, all-meal beverage. In step 4, the problem in the Indian context can be defined as how to get a greater percentage of the Indian consumers to consume soft drinks (Coca-Cola products) and how to get them to consume soft drinks (Coca-Cola products) more often for personal consumption.

While developing theoretical frameworks, models, research questions, and hypotheses, remember that differences in the environmental factors, especially the horticultural environment, may lead to differences in the formation of perceptions, attitudes, preferences, and choice behavior. For example, orientation toward time varies considerably across cultures. In Asia, Latin America, and the Middle East, people are not as time conscious as Westerners. This influences their perceptions of and preferences for convenience foods such as frozen foods and prepared dinners. In developing an approach to the problem, the researcher should consider the equivalence of consumption and purchase behavior and tlie underlying factors that influence them. This is critical to the identification of the correct research questions, hypotheses, and information needed.

Posted on November 28, 2015 in Defining the Marketing Research Problem ond Developing on Approoch

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