Transcript Slide 1

Southwestern Conquistador Beer,
Secondary Data, Measures,
Hypothesis Formulation, Chi-Square
Market Intelligence
Julie Edell Britton
Session 2
August 8, 2009
Today’s Agenda
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Announcements
Southwestern Conquistador Beer Case
Backward Market Research
Secondary data quality
Measure types
Hypothesis Testing and Chi-Square
Announcements
• National Insurance Case for Sat. 8/22
– Download National.sav from platform
– SPSS on machines in MBA PC Lab and see
installation direction on the platform on how to install
on your machine
– Do tutorial to familiarize with SPSS
– Use handout in course pack to answer questions: 1-6
– Stephen will do a tutorial on Friday, 8/21 from 1:00 2:15 in the MBA PC Lab and be available on 8/21
from 7 – 9 pm in the MBA PC Lab to answer
questions
– Submit slides by 8:00 am on Sat. 8/22
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SWCB Objectives
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Feasibility decisions
Problem formulation, information needs
Role of secondary data
Role of research and time budgets
Quality, cost, speed
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SWCB Questions
 What should Mr. Gomez do?
 Consumer behavior?
 What information do we need to make
decision?
 Which reports allow that information to be
estimated?
 What decision do these reports suggest?
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SWCB Conclusions
 Feasibility studies need data on: industry demand,
market share, investment, costs, margins. Break
even analysis common.
 Conceptualize data before doing research
 Effort at problem formulation stage reduces later
costs of doing research
 Secondary data is the place to start
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SWCB Conclusions (cont.)
 Cost of information is real; research budget
typically constrained
 Cheap info may not be most economical if it is
unreliable
 Just because budget has funds does not mean
you should conduct extraneous research.
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Today’s Agenda
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Announcements
Southwestern Conquistador Beer Case
Backward Market Research
Secondary data quality
Measure types
Hypothesis Testing and Chi-Square
Backward Market Research
 Obvious? Psychology of why so hard to do.
 Imagine the end of the process:
 What will the final report look like? DUMMY TABLES
 What decision alternatives might be implemented?
 What analyses can support a choice between
alternatives?
 Where to get the data for analysis?
 Do they already exist?
 If not, may need to commission a study.
 Design the study (“need-” vs. “nice-to-know”)
 Analyze data & make recommendation
Table A: National and Oregon Resident Annual Beer
Consumption
US
Year
Entire
Population
Over 21
Oregon
Entire
Over 21
Population
1996
1997
1998
Average
Source: Study A
Table B: Population Estimates for Five Oregon Counties in Market
Area
Entire Population
County
1998
A
B
C
D
E
Total
21 and over
County
A
B
C
D
E
Total
Source: Study B
1998
1999
2000
2001
2002
2003
1999
2000
2001
2002
2003
Analysis Dummy Table
Consumers’ Consumers’
Upbeat
Learning of
Feelings
Ad Claims
Consumers’
Attitude
toward the
Ad
Consumers’
Attitude
toward the
Brand
Ad A
Ad B
Ad Score = .25 UpF +.20 Claims + .15 AAd + .40 AB
Action Standard - Run the Ad with the Higher Ad Score
Research Process Fig 3-1, p.49
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Marketing Planning & Info System.
Agree on Research Purpose AmEx
Research Objectives (hypotheses, bounds)
Value of Information (the clairvoyant, p. 59)
Design Research
Collect Data & Analyze
Report Results & Make Recommendations
Research Process Fig 3-1, p.49
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Marketing Planning & Info System.
Agree on Research Purpose AmEx
Research Objectives (hypotheses, bounds)
Value of Information (the clairvoyant, p. 59)
Design Research
Collect Data & Analyze
Report Results & Make Recommendations
American Express Marketing Research Brief
(To Be filled out by End User)
 Marketing Background - Describe the current information or
environment – what are the issues that precipitated the need for the
research? What business units will be impacted?
 Business Decisions - What decisions will be made and what actions will
be taken as a result of the research? (If appropriate, specify alternatives
being considered). What other data or business considerations will impact
the decision?
 Information Objectives - What are the key questions (critical
information) that must be answered in order to make the decision?
 Relevant Populations - Who do we need to talk to and why?
 Timing - When must the research be completed to make the marketing
decision?
 Budget – How much money has been budgeted for this research? To
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what budget line will it be charged?
Requested by ________________ Manager
Requested by ________________ Director
Requested by ________________ Vice President
American Express Marketing Research Brief
(To Be filled out by Marketing Research)
Job # __ Project Title _________ Budget Line ___ Business Unit___
 Marketing Background
 Business Decisions To Be Made
 Research Objectives
 Research Design
 Action Standards
 Existing Sources of Information Consulted (e.g. syndicated and/or
previous research)
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Research Firm
Timing
Cost
Market Research Department Travel Cost
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Approval ________________ Vice President
Approval ________________ if between $100,000 and $500,000 - Sr. VP
Approval ________________ if over $500,000 - Exec. Committee Member
American Express Marketing Research Actionability Audit
(To Be filled out by End User)
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Project Name
End User Name
1.
What Decisions or Actions were taken or are planned as a result
of this research? If none, explain why.
Were any Actions Taken or are any actions being considered
that are in conflict with the research learning? If so, why?
In retrospect, is there anything that could have been done
differently to improve the actionability of the research
investment? If so, what?
Relevant Populations - Who do we need to talk to and why?
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Research Process Fig 3-1, p.49
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Marketing Planning & Info System.
Agree on Research Purpose AmEx
Research Objectives (hypotheses, bounds)
Value of Information (the clairvoyant, p. 59)
Design Research
Collect Data & Analyze
Report Results & Make Recommendations
Overview of Research Design
 Exploratory
 Generate ideas on alternatives & criteria to
evaluate the alternatives
 Descriptive
 1-way: frequencies, proportions, means,
medians
 2-way: correlations, crosstabs
 Causal
 Assess cause-effect relationships