贝恩咨询行业分析-marketresearch1.ppt

Developer BarbaraBilodeau Contributors ChrisHarrop PhilippStephanus bc MarketResearch March1998 Copyright 1998Bain Company Inc 2 marketresearchMarketResearch Agenda FirststepsTypesofresearchmethodologytelephonesurveysfocusgroupsconsumerinterceptsmailsurveysconsumerpanelsomnibusstudies TypesofsamplesMarketresearchvendorsTempsasphoneinterviewersQuestionnairedesignDataanalysisResearchandDataAnalysisDepartment 3 marketresearchMarketResearch Agenda FirststepsTypesofresearchmethodologytelephonesurveysfocusgroupsconsumerinterceptsmailsurveysconsumerpanelsomnibusstudies TypesofsamplesMarketresearchvendorsTempsasphoneinterviewersQuestionnairedesignDataanalysisResearchandDataAnalysisDepartment 4 marketresearchMarketResearch FirstSteps CheckallsecondaryresearchsourcespriortoconductingprimaryresearchmostBainclientshaveconductedtheirownresearch obtainandreviewtoensuretheclientisnotpayingforduplicatedatathelibraryhasresearchreportsonsomeindustriescheckthe Findex CDROMinthelibraryforsyndicatedresearchthatmayansweryourquestionsatamuchlowercostcallBainResearchandDataAnalysisdepartmentforotherindustryspecificsourcesDeterminethespecificobjectivesandscopeofthemarketresearchlisttheanswersyouwanttoobtainDrawblankslides Howyouwanttopresentthedatawillaffecthowthequestionsareaskedandwhomtheyareaskedofseparatetheobjectivesinto essential and nicetoknow reviewandfinalizetheobjectiveswithrelevantparties manager clientcontact priortodeterminingresearchmethodology 5 marketresearchMarketResearch FirstSteps Developresearchplan Customers currentorpastCompetitorsAppropriatedecision maker Timeframewritesurveyeditsurveypre wireclientpre testsurveyconductinterviewscompiledataanalyzeresultsAvailableresourcesCost Determineobjectives Selecttargetrespondent Determinesamplesize Planforotherconstraints Determineformat Mail phone in personorfocusgroup 6 marketresearchMarketResearch Agenda FirststepsTypesofresearchmethodologytelephonesurveysfocusgroupsconsumerinterceptsmailsurveysconsumerpanelsomnibusstudiesTypesofsamplesMarketresearchvendorsTempsasphoneinterviewersQuestionnairedesignDataanalysisResearchandDataAnalysisDepartment 7 marketresearchMarketResearch TypesofResearchMethodology TelephonesurveysMailsurveysInterceptsConsumerpanelsOmnibusstudiesScannerdataTestmarketing FocusgroupsInformationalinterviews In depthinterviewsElectronicfocusgroupsStoreobservations Quantitativeresearch Qualitativeresearch Combination 8 marketresearchMarketResearch Qualitative AdvantagesFastturn aroundtimeLessexpensivethanmostquantitativemethodsBestforgettingin depthinformationandbrainstorming generatingideasInteractiveforumAllowsBainandclienttohearcustomerfirst handGoodforresearchrequiringvisualstimulus suchasnewproductsorconceptsAllowsmorereactivequestions DisadvantagesInformationisnotquantifiableLimitedbygeographyGroupsshouldberunbyskilledmoderatortominimizebiasessuchasdominatingmembersorimproperinterpretationofcomments TypesofResearchMethodology Quantitativevs QualitativeResearch 1of2 9 marketresearchMarketResearch Quantitative AdvantagesInformationisquantifiablecanmakeprojectionscandeterminemarketsharecantestforsignificanceBroaderrangeofrespondentsLessriskofbias DisadvantagesUsuallymoreexpensivethanqualitativeresearchUsuallylongertimelinesMustbesuretohavefullunderstandingofissuestodraftsurveywhichisclose ended TypesofResearchMethodology Quantitativevs QualitativeResearch 2of2 10 marketresearchMarketResearch Agenda FirststepsTypesofresearchmethodologytelephonesurveysfocusgroupsconsumerinterceptsmailsurveysconsumerpanelsomnibusstudiesTypesofsamplesMarketresearchvendorsTempsasphoneinterviewersQuestionnairedesignDataanalysisResearchandDataAnalysisDepartment 11 marketresearchMarketResearch TelephoneSurveys Telephonesurveysareamethodofprimarymarketresearchinvolvingone on onequestioningandansweringbetweenaninterviewerandrespondentbymeansofthetelephone 12 marketresearchMarketResearch AdvantagesSpeed interviewingcanbeconductedinashorttimeframewhennecessaryInterviewercontrol surveyistightlyscriptedandinterviewershouldconductexactlyaswritten95 ofhomeshavephones lesslikelytohaveabiasedsampleAbilitytointerviewabroadrangeofpeopleAllowsrespondentgreateranonymitythanin person interceptinterviewsCanpre testandrefinequestionnaireDisadvantagesLimitedinterviewlength interviewshouldbeamaximumof20minutesPotentialsamplebias ifusinganythingbutRandomDigitDialing RDD Need10timesasmanyphonenumbersasdesirednumberofcompletedinterviewsInabilitytoshowdisplaymaterialsLimitstypesofquestionsasked i e shouldn taskrespondenttoassess100pointsovermorethan4 5categories can taskbrainstormingquestions TelephoneSurveys AdvantagesandDisadvantages 13 marketresearchMarketResearch WithBainResearchandDataAnalysisGroup Telephoneinterviewscanbeconductedbythreegroups 1 anoutsidemarketresearchvendor2 caseteammembersor3 temps Tempsshouldonlybeusedinanemergencyasthequalityoftheirworkwillbelowerthaneitheramarketresearchvendororthecaseteam Strengths MarketResearchVendor CaseTeam Temps FamiliaritywithspecificissuesAbilitytorevisesurveymidstreamContributionofspecialists i e statisticianObjectivity credibilityCostsavingsAbilitytoquicklydoadditionalinterviewsifneededLegitimacywithclientAbilitytousedifficultskippatterns CATIprogramming TelephoneSurveys In housevs Out of house 14 marketresearchMarketResearch Somevendorsuseothernames TheinterviewsareconductedbypeoplenotcomputergeneratedvoicesThequestionnaireisprogrammedontoacomputersystem theinterviewerispromptedbythecomputertoasktheappropriatequestionResponsesareentereddirectlyintothecomputerasthesurveyisconductedTelephonenumbersaredialedcontinuouslybycomputer AlmostallmarketresearchfirmsnowprefertoconductinterviewsviaComputerAssistedTelephoneInterviewing CATI ratherthanonpapersurveys TelephoneSurveys CATIProgramming 15 marketresearchMarketResearch AdvantagesAllowsfordetailedskippatterns i e ifconsumercurrentlypurchasesBrandAaskQ2 ifformerly askQ3 ifnever askQ4 Dataisenteredimmediately allowingforinstantaneousresultsofclosedendquestionsFewererrorswithdataentryasprogramdoesnotallowunacceptableanswersComputerassisteddialingallowsforbettersampletrackingandminimizesinterviewerdowntimeDisadvantagesAddedup fronttime vendorsusuallyneed1weekpriortointerviewingtoprogramthesurvey However thissavestimeontheback endfordataentryLimitsabilitytomakechanges changestothesurveyrequireinterviewingtobehaltedandcantake2 5daystomakedependingupontheimpactonsequencing TelephoneSurveys CATIProgramming AdvantagesandDisadvantages 16 marketresearchMarketResearch 1 3peopleshouldmakecallspriortothefullroll outofthestudy usingthefinalizeddraftofthequestionnairethesecallsshouldbemonitoredtodetermineclarityofquestionsaccuracyofskippatternssmoothnessofquestionflowlengthofsurvey Allmarketresearchstudies whetherbeingconductedbyoutsidevendorsorbytemps shouldbepre tested TelephoneSurveys Pre testing 17 marketresearchMarketResearch Agenda FirststepsTypesofresearchmethodologyTelephonesurveysFocusgroupsConsumerinterceptsMailsurveysConsumerpanelsOmnibusstudiesTypesofsamplesMarketresearchvendorsTempsasphoneinterviewersQuestionnairedesignDataanalysisResearchandDataAnalysisDepartment 18 marketresearchMarketResearch FocusGroups FocusGroupsareaformofqualitativemarketresearchthatareconductedbyhavinganumberofpeoplewhofitspecificqualificationsinoneroomforatwohourdiscussion ThediscussioniscontrolledbyamoderatorwhoisusingascriptthatisdevelopedthroughcooperativeeffortsofthemoderatorandtheBaincaseteam 19 marketresearchMarketResearch Focusgroupsareaformofqualitativeresearchthataremostusefulfor ExploringnewideasBrainstormingEducatingthecaseteamonanewindustryorclientVerifyingtheteam sunderstandingofissuesforquestionnairedevelopmentTherearefourmaintypesoffocusgroups Traditionalfullsizedfocusgroupsof8 10peopleMinifocusgroupsof4 6peopleDialtestingorelectronicfocusgroupsBrainstormingsessions withexecutives Focusgroups exceptelectronicfocusgroups shouldnotbeusedifYouwanttopresentquantitativeresultstotheclient FocusGroups Overview 20 marketresearchMarketResearch FocusGroups Overview DevelopingnewideasExploringandevaluatingnewideasAdtestingEducatingcaseteamonanewindustryorclientQuestionnairedevelopmentIn depthunderstandingofstepsindecisionprocessExploringsensitive confidentialissues Traditional 8 10people MiniFocusGroups ElectronicFocusGroups BrainstormingSessions 21 marketresearchMarketResearch AdvantagesResearchcanbeconductedandresultsincludedinapresentationinarelativelyshortperiodoftimeTheinteractionamongthegroupmembersprovidesmorein depthinsightsthanwouldbereceivedfromeachparticipantindividuallyThediscussionoutlinecanbemodifiedduringthegrouponthebasisoftheparticipants reactionsandcommentsClientscanhearwhatconsumersaresayingfirsthandKeycommentscanbeincludedinavideotapepresentationforclientswhoarenotpresentDisadvantagesResultsshouldnotbeusedquantitatively exceptforelectronicfocusgroups ItisveryeasytohearwhatoneortwopeoplearesayingandtoprojectthatthoughttoeveryoneDuetothequalitativenatureofthedata itisdifficulttosummarizeandinterprettheresultsIfaskilledmoderatorisnotused itislikelytherewillbeproblemswithdominatinggroupmembersand ormoderatorbias FocusGroups AdvantagesandDisadvantages 22 marketresearchMarketResearch 1 Determinewhichtypeoffocusgroupsbestmeetstheteam sobjectives2 Understandwhatfactorsdifferentiatethedecisionmakingprocess i e dopeopleinthesouthhavedifferentcriteriaforpurchasethanthoseinthenortheast Aretechnophiles purchasecriteriadifferentthantechnophobes 3 Decidewhethermixingconsumerswillnegativelyimpactsomeconsumerswillingnesstospeak i e willtechnophobesmixedwithtechnophilestodiscusselectronicbankingbeunwillingtosaywhattheyreallythink 4 Useconclusionsfromsteps2and3todeterminehowmanygroupstoholdandwhatcitiestheyshouldbein5 Pickdatesforthegroups typicallydoa6 00pmandan8 00pmgroupeachnight 6 Hireamoderator7 Determinewhethertomanagerecruitment facilitiesyourselvesortohavethemoderator scompanydoit Itisrecommendedthatanoutsidecompanyisalwaysusedtoconducttherecruitment 8 Reservefacilitiesforappropriatedates9 Writedraftofparticipantscreener10 ReviewscreeningwithBainResearchandDataAnalysisdepartmentandmoderator FocusGroups Process 23 marketresearchMarketResearch 11 Supplyfacilitieswithscreenerandsample12 Determineincentiveamount consumerincentivesusuallyvarybetween 30 50 Businesstobusinessgroupsusuallyrequirelargerincentives suchas 75 100 Askthefacilityineachcityfortheirrecommendationbutbeawarethattheymayrecommendhigheramountsthannecessaryasthemoremoneyoffered theeasiertherecruit13 Writeoutlineofmoderator sguideandhavein depthdiscussionwithmoderatorastoobjectives14 Reviewthefullguidethemoderatorprovides15 Decidewhethergroupsshouldbevideotapedandifso whethertouseastationarycameraorhireacameramanifthetapesaregoingtobeexcerptedorshowntotheclient acameramanisrecommended Thefacilitywillset upeitherandgiveyouavideotapeattheendofthesession 16 Getacheckfromfinancetopayfacilityforincentivesatbeginningofgroup17 Conductthefocusgroup FocusGroups Process Continued 24 marketresearchMarketResearch Hello mynameis andI mcallingfromFocusonChicago Weareinterestedintalkingtopeopleabouttheiruseofcreditcards IassureyouthatIamnottryingtosellyouanythingandallanswerswillbecompletelyconfidential 1 First haveyouparticipatedinanin personmarketresearchstudyordiscussioninthepast6months Yes1 Thankandterminate No2 Continue 2 Areyouthedecisionmaker oronethedecisionmakers regardingwhichbanksorfinancialinstitutionsyourhouseholduses Yes1 Continue No2 Asktospeaktothedecisionmaker 3 Wearetryingtospeaktopeoplewhoowncreditcardsfromavarietyofissuers Pleasetellifyoucurrentlyowneachofthefollowingcreditcards Doyouown readthis AnAmericanExpressCardYN ifdonotown thankandend ACitibankVisaorMasterCardYNABankOneVisaorMasterCardYNAnAT TUniversalCardYN FocusGroups ScreeningExample 25 marketresearchMarketResearch ElectronicFocusGroups Methodofdatacollectionbywhichparticipantsarerecruited similartotraditionalfocusgroups toacentrallocationanddataiscollectedelectronicallyusingindividuallyhand helddials Dataisinstantlycollected summarizedanddisplayedforclientandmoderator Testingadvertising marketing PRcampaignsNewproductdevelopmentMeasuringaudienceresponseTraditionalfocus groupenhancement Commonuses 26 marketresearchMarketResearch CancombinedatafromseveralgroupsHonestdataasresponsesareconfidentialInstantdatacollectionallowsforbetterinteractionwithmoderatorandclientsegmentationofrespondentsto breakout groupsLowercostperrespondentaselectronicgroupscanhandlelargerqualityofpeopleAtendofgroup videotapeofsessionwithdataoverlayprovided Advantages Sessionsaremoretechnicalthantraditionalfocusgroups Systemglitches whileinfrequent caninterruptflowNeedtospendmoretimeupfronttofinalizequestionnaireassystemneedstobeprogrammedWhilechangesindiscussioncantakeplaceeasily changestoclosed endedquestionsaremoredifficulttoincorporateoncesessionisunderwayBesttohiremoderatorfamiliarwithtechnologyasdualgroupsarepaceddifferentlythantraditionalfocusgroupsCanberespondenterrorifdialisusedincorrectly Disadvantages ElectronicFocusGroups AdvantagesandDisadvantages 27 marketresearchMarketResearch ElectronicFocusGroupvs TraditionalFocusGroup 1of2 28 marketresearchMarketResearch ElectronicFocusGroupvs TraditionalFocusGroup 2of2 29 marketresearchMarketResearch Midland TXPortland MEBoulder Longmont COGrandForks MIPhoenix AZDenver COFargo Moorhead SDBoise IDTucson AZPittsfield MA These20citiesbestmatchtheaverageUSdemographicprofileinthe1990census Duluth MNSherman Denison TXMilwaukee WILouisville KYAtlanta GAKansasCitySanDiego CAOxnard Ventura CACincinnati OHOwensboro KY FocusGroups Average Cities 30 marketresearchMarketResearch Averagedirectout of pocketcostpergroup 3 000 6 000recruiting facility moderator respondentincentivesexcludestravelIdentifyunderlyingissues objectivesIdentifyparticipantqualifications1Determinenumberoffocusgroupsandlocations selectfacilityandmoderatorDraftmoderator sguideRecruitparticipants2 4Reviewmoderator sguidewithmoderator briefingsessionwithmoderatorandcaseteamConductgroups willdependonnumberofgroups 4 5Analyzeresults5 6 Weeks FocusGroups Workplan 31 marketresearchMarketResearch Agenda FirststepsTypesofresearchmethodologyTelephonesurveysFocusgroupsConsumerinterceptsMailsurveysConsumerpanelsOmnibusstudiesTypesofsamplesMarketresearchvendorsTempsasphoneinterviewersQuestionnairedesignDataanalysisResearchandDataAnalysisDepartment 32 marketresearchMarketResearch ConsumerIntercepts Interceptssurveysarein personinterviewsthatareconductedwithpeoplewhoarestoppedafterconductingaspecificact suchasstoppingataclient sorcompetitor sstore orinaspecificlocation suchasmallsorairports 33 marketresearchMarketResearch AdvantagesConsumerhaspoint of purchaserecallCanbeset upandconductedinahurryRelativelylowcostAbilitytouseexhibitsinmallinterviewsDisadvantagesSurveymustbeshort 5minutes NotaprobabilitysampleMorelikelytointerviewthosenotinahurry i e mightloseconvenienceshoppers Locationofinterviewisimportant i e areyouonlyinterviewingpeoplewhodriveorthosewhogointoonespecificstore Timeofday dayofweekwillaffecttypeofconsumerintercept ConsumerIntercepts AdvantagesandDisadvantages 34 marketresearchMarketResearch Parkinglotsifinterceptsareatlocationswherepermissionhasnotbeengranted Bainemployeesshouldconducttheseifinterceptingpeopleoutsideofclientlocations amarketresearchfirmcanbehiredmustbeveryshort 5minutes provideanincentivesuchas 5oragiftcertificatetothestoreInsidemallsaresearchfirmmustbehiredtodothisnotallmalls particularlyupscalemallssuchasCopleyPlace allowaresearchfirmorindividualstoconductresearchinthemallrespondentcanbetakentoacentrallocationandsurveycanbesomewhatlongerAirportsamarketresearchfirmshouldbehiredunlesstheclientisacarrentalfirmorairlineanditistheircustomersbeinginterviewedandclientprovidespermissionnotifyairportforpermission Consumerinterceptsareprimarilyconductedinthreelocations ConsumerIntercepts WheretoConduct 35 marketresearchMarketResearch Agenda FirststepsTypesofresearchmethodologyTelephonesurveysFocusgroupsConsumerinterceptsMailsurveysConsumerpanelsOmnibusstudiesTypesofsamplesMarketresearchvendorsTempsasphoneinterviewersQuestionnairedesignDataanalysisResearchandDataAnalysisDepartment 36 marketresearchMarketResearch MailSurveys Mailsurveysaresurveysthataresenttopotentialrespondentsviamail FedEx orfax Thesurveyswillbepersonallyfilledoutbytherespondent 37 marketresearchMarketResearch AdvantagesMorelikelytogetanswerstoquestionsaboutpersonalhabits feelingsorfinancesIftopicisinteresting thequestionnairecanbelongerCanaskmoredetailedquestions e g assessing100pointsover5ormoreattributes MorethoughtfulresponsesCancheckthingssuchasbrandsofproductsincupboardExhibitscanbeusedLowercostperresponseNointerviewerbiasDisadvantagesRequiresalongertimelinethanphonesurveysSampleproblems dependentuponmailinglist Notrepresentative littlecontroloverwhocompletesandreturnssurvey Boring topicswillhaveverylowresponseratesCertainquestiontypes suchasunaidedawareness aren tpossibleMaybeansweredbysomeoneotherthantheaddresseeLowreturnratesmaymeanlesssurveysthandesiredPoorhandwritingcanlimitqualityofopen endedquestions MailSurveys AdvantagesandDisadvantages 38 marketresearchMarketResearch Provideadvancenoticetotherecipientnosoonerthan5dayspriortotheirreceiptofthesurveyoptionsarealetter apostcard oraphonecallTheoutgoingenvelopeshouldconveytheunspokenmessageofimportanceandneedtoopen Thepapershouldbeofthehighestquality shouldhaveatypedappearanceandshouldbestampedratherthanmeteredAcoverlettershouldalwaysbeincluded and ifpossible besignedbysomeonewhosenameorpositiontherecipientwillknowandrespectthelettershouldbeshortsotherecipientonlyhastospendalittletimefindingoutwhatthestudyisaboutthepurposeshouldbedescribedbrieflystresstheimportanceoftherecipient sparticipationmentionanybenefitstorecipientexplainthesimplicityofthequestionnaire iftrue andanestimateoftheshorttimeitwilltaketocomplete iftrue MailSurveys MethodsofIncreasingResponseRates 1of2 39 marketresearchMarketResearch Inconsumersurveys include 1or 2asasignofappreciationandmakeacommentsuchas foracupofcoffee or givetoakid Usuallythesm