贝恩 - market research

Click here to type page title,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,bc,Copyright 1998 Bain & Company, Inc.,Market Research,Developer: Barbara Bilodeau,Contributors : Chris Harrop, Philipp Stephanus,bc,Market Research,March 1998,Copyright 1998 Bain & Company, Inc.,1,Agenda,First steps,Types of research methodology,telephone surveys,focus groups,consumer intercepts,mail surveys,consumer panels,omnibus studies,Types of samples,Market research vendors,Temps as phone interviewers,Questionnaire design,Data analysis,Research and Data Analysis Department,2,Agenda,First steps,Types of research methodology,telephone surveys,focus groups,consumer intercepts,mail surveys,consumer panels,omnibus studies,Types of samples,Market research vendors,Temps as phone interviewers,Questionnaire design,Data analysis,Research and Data Analysis Department,3,First Steps,Check all secondary research sources prior to conducting primary research,most Bain clients have conducted their own research - obtain and review to ensure the client is not paying for duplicate data,the library has research reports on some industries,check the “Findex” CD ROM in the library for syndicated research that may answer your questions at a much lower cost,call Bain Research and Data Analysis department for other industry specific sources,Determine the specific objectives and scope of the market research,list the answers you want to obtain,Draw blank slides. How you want to present the data will affect how the questions are asked and whom they are asked of,separate the objectives into “essential” and “nice to know”,review and finalize the objectives with relevant parties (manager, client contact) prior to determining research methodology,4,First Steps,Develop research plan,Customers, current or past,Competitors,Appropriate decision-maker,Timeframe,write survey,edit survey,pre-wire client,pre-test survey,conduct interviews,compile data,analyze results,Available resources,Cost,Determine objectives,Select target respondent,Determine sample size,Plan for other constraints,Determine format,Mail, phone, in-person or focus group,5,Agenda,First steps,Types of research methodology,telephone surveys,focus groups,consumer intercepts,mail surveys,consumer panels,omnibus studies,Types of samples,Market research vendors,Temps as phone interviewers,Questionnaire design,Data analysis,Research and Data Analysis Department,6,Types of Research Methodology,Telephone surveys,Mail surveys,Intercepts,Consumer panels,Omnibus studies,Scanner data,Test marketing,Focus groups,Informational interviews,In-depth interviews,Electronic focus groups,Store observations,Quantitative research,Qualitative research,Combination,7,Qualitative:,Advantages,Fast turn-around time,Less expensive than most quantitative methods,Best for getting in-depth information and brainstorming, generating ideas,Interactive forum,Allows Bain and client to hear customer first-hand,Good for research requiring visual stimulus, such as new products or concepts,Allows more reactive questions,Disadvantages,Information is not quantifiable,Limited by geography,Groups should be run by skilled moderator to minimize biases such as dominating members or improper interpretation of comments,Types of Research Methodology-Quantitative vs. Qualitative Research (1 of 2),8,Quantitative:,Advantages,Information is quantifiable,can make projections,can determine market share,can test for significance,Broader range of respondents,Less risk of bias,Disadvantages,Usually more expensive than qualitative research,Usually longer timelines,Must be sure to have full understanding of issues to draft survey which is close-ended,Types of Research Methodology-Quantitative vs. Qualitative Research (2 of 2),9,Agenda,First steps,Types of research methodology,telephone surveys,focus groups,consumer intercepts,mail surveys,consumer panels,omnibus studies,Types of samples,Market research vendors,Temps as phone interviewers,Questionnaire design,Data analysis,Research and Data Analysis Department,10,Telephone Surveys,Telephone surveys are a method of primary market research involving one-on-one questioning and answering between an interviewer and respondent by means of the telephone,11,Advantages,Speed - interviewing can be conducted in a short time frame when necessary,Interviewer control - survey is tightly scripted and interviewer should conduct exactly as written,95% of homes have phones - less likely to have a biased sample,Ability to interview a broad range of people,Allows respondent greater anonymity than in-person/intercept interviews,Can pre-test and refine questionnaire,Disadvantages,Limited interview length - interview should be a maximum of 20 minutes,Potential sample bias - if using anything but Random Digit Dialing (RDD),Need 10 times as many phone numbers as desired number of completed interviews,Inability to show display materials,Limits types of questions asked (,i.e.,shouldnt ask respondent to assess 100 points over more than 4-5 categories, cant ask brainstorming questions),Telephone Surveys (Advantages and Disadvantages),12,*,With Bain Research and Data Analysis Group,Telephone interviews can be conducted by three groups: 1) an outside market research vendor 2) case team members or 3) temps. Temps should only be used in an emergency as the quality of their work will be lower than either a market research vendor or the case team.,Strengths,Market Research,Vendor,Case Team,Temps,Familiarity with specific issues,Ability to revise survey midstream,Contribution of specialists (i.e., statistician,Objectivity, credibility,Cost savings,Ability to quickly do additional interviews if needed,Legitimacy with client,Ability to use difficult skip patterns (CATI programming),*,Telephone Surveys (In-house vs. Out-of-house),13,*,Some vendors use other names,The interviews are conducted by people not computer generated voices,The questionnaire is programmed onto a computer system - the interviewer is prompted by the computer to ask the appropriate question,Responses are entered directly into the computer as the survey is conducted,Telephone numbers are dialed continuously by computer,Almost all market research firms now prefer to conduct interviews via Computer Assisted Telephone Interviewing (CATI)* rather than on paper surveys.,Telephone Surveys (CATI Programming),14,Advantages,Allows for detailed skip patterns (,i.e.,if consumer currently purchases Brand A ask Q2; if formerly, ask Q3; if never, ask Q4),Data is entered immediately, allowing for instantaneous results of closed end questions,Fewer errors with data entry as program does not allow unacceptable answers,Computer assisted dialing allows for better sample tracking and minimizes interviewer down time,Disadvantages,Added up-front time - vendors usually need 1 week prior to interviewing to program the survey. However, this saves time on the back-end for data entry,Limits ability to make changes - changes to the survey require interviewing to be halted and can take 2-5 days to make depending upon the impact on sequencing,Telephone Surveys (CATI Programming - Advantages and Disadvantages),15,1 - 3,people should make calls prior to the full roll-out of the study, using the finalized draft of the questionnaire,these calls should be monitored to determine,clarity of questions,accuracy of skip patterns,smoothness of question flow,length of survey,All market research studies, whether being conducted by outside vendors or by temps, should be pre-tested.,Telephone Surveys (Pre-testing),16,Agenda,First steps,Types of research methodology,Telephone surveys,Focus groups,Consumer intercepts,Mail surveys,Consumer panels,Omnibus studies,Types of samples,Market research vendors,Temps as phone interviewers,Questionnaire design,Data analysis,Research and Data Analysis Department,17,Focus Groups,Focus Groups are a form of qualitative market research that are conducted by having a number of people who fit specific qualifications in one room for a two hour discussion. The discussion is controlled by a moderator who is using a script that is developed through cooperative efforts of the moderator and the Bain caseteam.,18,Focus groups are a form of qualitative research that are most useful for:,Exploring new ideas,Brainstorming,Educating the case team on a new industry or client,Verifying the teams understanding of issues for questionnaire development,There are four main types of focus groups:,Traditional full sized focus groups of 8-10 people,Mini focus groups of 4-6 people,Dial testing or electronic focus groups,Brainstorming sessions (with executives),Focus groups (except electronic focus groups) should,not,be used if,You want to present quantitative results to the client,Focus Groups (Overview),19,Focus Groups - Overview,Developing new ideas,Exploring and evaluating new ideas,Ad testing,Educating case team on a new industry or client,Questionnaire development,In-depth understanding of steps in decision process,Exploring sensitive/confidential issues,Traditional,(8-10 people),Mini Focus,Groups,Electronic,Focus Groups,Brainstorming,Sessions,20,Advantages,Research can be conducted and results included in a presentation in a relatively short period of time,The interaction among the group members provides more in-depth insights than would be received from each participant individually,The discussion outline can be modified during the group on the basis of the participants reactions and comments,Clients can hear what consumers are saying first hand,Key comments can be included in a videotape presentation for clients who are not present,Disadvantages,Results should not be used quantitatively (except for electronic focus groups),It is very easy to hear what one or two people are saying and to project that thought to everyone,Due to the qualitative nature of the data, it is difficult to summarize and interpret the results,If a skilled moderator is not used, it is likely there will be problems with dominating group members and/or moderator bias,Focus Groups (Advantages and Disadvantages),21,1.,Determine which type of focus groups best meets the teams objectives,2. Understand what factors differentiate the decision making process (,i.e.,do people in the south have different criteria for purchase than those in the northeast? Are technophiles purchase criteria different than technophobes?),3. Decide whether mixing consumers will negatively impact some consumers willingness to speak (,i.e.,will technophobes mixed with technophiles to discuss electronic banking be unwilling to say what they really think?),4. Use conclusions from steps 2 and 3 to determine how many groups to hold and what cities they should be in,5. Pick dates for the groups (typically do a 6:00 pm and an 8:00 pm group each night),6. Hire a moderator,7. Determine whether to manage recruitment/facilities yourselves or to have the moderators company do it. It is recommended that an outside company is always used to conduct the recruitment.,8. Reserve facilities for appropriate dates,9. Write draft of participant screener,10. Review screening with Bain Research and Data Analysis department and moderator,Focus Groups (Process),22,11.,Supply facilities with screener and sample,12. Determine incentive amount - consumer incentives usually vary between $30 - $50. Business to business groups usually require larger incentives, such as $75 - $100. Ask the facility in each city for their recommendation but be aware that they may recommend higher amounts than necessary as the more money offered, the easier the recruit,13. Write outline of moderators guide and have in-depth discussion with moderator as to objectives,14. Review the full guide the moderator provides,15. Decide whether groups should be videotaped and if so, whether to use a stationary camera or hire a cameraman,if the tapes are going to be excerpted or shown to the client, a cameraman is recommended. The facility will set-up either and give you a videotape at the end of the session.,16. Get a check from finance to pay facility for incentives at beginning of group,17. Conduct the focus group,Focus Groups (Process - Continued),23,Hello, my name is _ and Im calling from Focus on Chicago. We are interested in talking to people about their use of credit cards. I assure you that I am not trying to sell you anything and all answers will be completely confidential.,1. First, have you participated in an in-person market research study or discussion in the past 6,months?,Yes1 (Thank and terminate),No2 (Continue),2. Are you the decision maker, or one the decision makers, regarding which banks or financial,institutions your household uses?,Yes1 (Continue),No2 (Ask to speak to the decision maker),3. We are trying to speak to people who own credit cards from a variety of issuers. Please tell if you,currently own each of the following credit cards. Do you own(read this)?,An American Express CardYN(if do not own, thank and end),A Citibank Visa or MasterCardYN,A BankOne Visa or MasterCardYN,An AT&T Universal CardYN,Focus Groups (Screening Example),24,Electronic Focus Groups,Method of data collection by which participants are recruited (similar to traditional focus groups) to a central location and data is collected electronically using individually hand-held dials. Data is instantly collected, summarized and displayed for client and moderator.,Testing advertising, marketing, PR campaigns,New product development,Measuring audience response,Traditional focus/group enhancement,Common uses:,25,Can combine data from several groups,Honest data as responses are confidential,Instant data collection allows for,better interaction with moderator and client,segmentation of respondents to “break out” groups,Lower cost per respondent,as electronic groups can handle larger quality of people,At end of group, videotape of session with data overlay provided,Advantages:,Sessions are more technical than traditional focus groups. System glitches, while infrequent, can interrupt flow,Need to spend more time up front to finalize questionnaire as system needs to be programmed,While changes in discussion can take place easily, changes to closed-ended questions are more difficult to incorporate once session is underway,Best to hire moderator familiar with technology as dual groups are paced differently than traditional focus groups,Can be respondent error if dial is used incorrectly,Disadvantages:,Electronic Focus Groups (Advantages and Disadvantages),26,Incentive:,Same,Same,Recruitment:,Traditional,Same,Electronic,Same,Length of group:,2,hours,2,hours,Size of group:,10 -12 (,typical),15 - 30 (,typically) (can be as high as several hundred),Moderator guide:,Outline/qualitative,Outline. Qualitative elements combined with quantitative,Electronic Focus Group vs. Traditional Focus Group (1 of 2),27,Traditional,Electronic,Group discussion:,Open ended/not quantifiable,Open ended with non-speaking audience reacting to message of speaker. Visual display of audience reaction to discussion.,Pre/post questionnaire (data entry):,Data entry off-site,Instant electronic data collection,Data analysis:,Anecdotal,Data can be quantified/analysis (depending on sample size, statistics can be computed),End of session deliverables:,Debrief with moderator; tape and/or video of session,Usual - debrief with moderator, video tape of session with data overlay,Electronic Focus Group vs. Traditional Focus Group (2 of 2),28,Midland, TX,Portland, ME,Boulder - Longmont, CO,Grand Forks, MI,Phoenix, AZ,Denver, CO,Fargo - Moorhead, SD,Boise, ID,Tucson, AZ,Pittsfield, MA,These 20 cities best match the average US demographic profile in the 1990 census.,Duluth, MN,Sherman - Denison, TX,Milwaukee, WI,Louisville, KY,Atlanta, GA,Kansas City,San Diego, CA,Oxnard - Ventura, CA,Cincinnati, OH,Owensboro, KY,Focus Groups (Average Cities ),29,Average direct out-of-pocket cost per group$3,000 - $6,000,recruiting, facility, moderator, respondent incentives,excludes travel,Identify underlying issues/objectives,Identify participant qualifications1,Determine number of focus groups and locations; select facility and moderator,Draft moderators guide,Recruit participants2-4,Review moderators guide with moderator/briefing session with moderator and case team,Conduct groups (will depend on number of groups)4-5,Analyze results5-6,Weeks,Focus Groups (Workplan),30,Agenda,First steps,Types of research methodology,Telephone surveys,Focus groups,Consumer intercepts,Mail surveys,Consumer panels,Omnibus studies,Types of samples,Market research vendors,Temps as phone interviewers,Questionnaire design,Data analysis,Research and Data Analysis Department,31,Consumer Intercepts,Intercepts surveys are in-person interviews that are conducted with people who are stopped after conducting a specific act (such as stopping at a clients or competitors store), or in a specific location (such as malls or airports).,32,Advantages,Consumer has point-of-purchase recall,Can be set-up and conducted in a hurry,Relatively low cost,Ability to use exhibits in mall interviews,Disadvantages,Survey must be short (5 minutes),Not a probability sample,More likely to interview those not in a hurry (,i.e.,might lose convenience shoppers),Location of interview is important (,i.e.,are you only interviewing people who drive or those who go into one specific store),Time of day/day of week will affect type of consumer intercept,Consumer Intercepts (Advantages and Disadvantages),33,Parking lots,if intercepts are at locations where permission has not been granted, Bain employees should conduct these,if intercepting people outside of client locations, a market research firm can be hired,must be very short (5 minutes),provide an incentive such as $5 or a gift certificate to the store,Inside malls,a research firm,must,be hired to do this,not all malls (particularly upscale malls such as Copley Place) allow a research firm or individuals to conduct research in the mall,respondent can be taken to a central location and survey can be somewhat longer,Airports,a market research firm should be hired unless the client is a car rental firm or airline and it is their customers being interviewed and client provides permission,notify airport for permission,Consumer intercepts are primarily conducted in three locations:,Consumer Intercepts (Where to Conduct),34,Agenda,First steps,Types of research methodology,Telephone surveys,Focus groups,Consumer intercepts,Mail surveys,Consumer panels,Omnibus studies,Types of samples,Market research vendors,Temps as phone interviewers,Questionnaire design,Data analysis,Research and Data Analysis Department,35,Mail Surveys,Mail surveys are surveys that are sent to potential respondents via mail, FedEx, or fax. The surveys will be personally filled out by the respondent.,36,Advantages,More likely to get answers to questions about personal habits, feelings or finances,If topic is interesting, the questionnaire can be longer,Can ask more detailed questions (,e.g.,assessing 100 points over 5 or more attributes),More thoughtful responses,Can check things such as brands of products in cupboard,Exhibits can be used,Lower cost per response,No interviewer bias,Disadvantages,Requires a longer timeline than phone surveys,Sample problems (dependent upon mailing list),Not representative, little control over who completes and returns survey,“Boring” topics will have very low respo