Markedsanalyse (Informationsteori) HD Afsætning Foråret 2009 Carsten Stig Poulsen

Plan for første gang Præsentation af deltagerne underviser studerende Kursusplan, lærebog m.v. Målsætning for kurset Oplæg til projektarbejde Hvad er markedsanalyse (B&B, ch. 1) definition, baggrund eksempler, analysetyper brugen af markedsanalyse i DK Markedsanalyseprocessen (B&B, ch. 2) Lidt om markedsanalysebranchen (B&B, ch. 3) Carsten Stig Poulsen

Målsætning for kurset At skærpe den studerendes kritiske sans for meningsmålinger og markedsanalyser At gøre den studerende til en kvalificeret analysekøber og i begrænset omfang analyseproducent Det sker ved at give indblik i alle markedsanalysens faser og de faldgruber, der knytter sig hertil Carsten Stig Poulsen

Problembaseret undervisning Marketing Research, 5/e Alvin C. Burns, Louisiana State University Ronald F. Bush, University of West Florida Published February, 2006 by Prentice-Hall Business Publishing , 665 pp. Præsentation af problemstilling v/institutleder Susanne E. Christensen Carsten Stig Poulsen

5th edition Alvin C. Burns Ronald F. Bush MARKETING RESEARCH 5th edition Alvin C. Burns Ronald F. Bush Carsten Stig Poulsen

Introduction to Marketing Research Carsten Stig Poulsen

Because Marketing Research is part of Marketing we should understand: What is marketing? What is the marketing concept? What is marketing strategy? Carsten Stig Poulsen

What is Marketing? Marketing has been defined by the AMA as an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Carsten Stig Poulsen

What is the Marketing Concept? The Marketing Concept is a business philosophy that holds that the key to achieving organizational goals consists of the company’s being more effective than competitors in creating, delivering, and communicating customer value to its chosen markets. Carsten Stig Poulsen

What is Marketing Strategy? A Marketing Strategy consists of selecting a segment of the market as the company’s target market and designing the proper “mix” of the product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market. Carsten Stig Poulsen

We need Marketing Research to: Make the “right” decisions to Implement marketing Practice the marketing concept and Make the right decisions to select the right marketing strategy Carsten Stig Poulsen

What is Marketing Research? (Burns and Bush Definition) Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem. Carsten Stig Poulsen

What is Marketing Research? AMA definition Marketing research: the function that links the consumer, customer, and public to the marketer through information – information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve the understanding of marketing as a process. Carsten Stig Poulsen

Market Research vs. Marketing Research Market research: the “systematic gathering, recording, and analyzing of data with respect to a particular market, where ‘market’ refers to a specific group in a specific geographic area.” Carsten Stig Poulsen

What is the purpose of Marketing Research? To link the consumer to the marketer by providing information that can be used in making marketing decisions Carsten Stig Poulsen

What are the uses of Marketing Research? Identify marketing opportunities and problems Generate, refine, and evaluate potential marketing actions Monitor marketing performance Improve marketing as a process Carsten Stig Poulsen

Markedsanalysens driftsøkonomi informationens værdi omkostninger ved indsamling af informationen optimal informations- mængde informationsmængde Carsten Stig Poulsen

Case: Anvendelse af markedsanalyser i større danske virksomheder En komparativ undersøgelse for 1984, 1990, 1997, 2002 og 2007. Carsten Stig Poulsen Carsten Stig Poulsen

Undersøgelsens formål At kortlægge (større) danske virksomheders brug af markedsanalyser At følge denne udvikling over tid At måle intensiteten af brugen (1997, 2002 og 2007) Carsten Stig Poulsen

Undersøgelsens design Population: ‘Større’ danske virksomheder 1984, 1990: Greens Håndbog over Større Danske Virksomheder 1997, 2002: Købmandsstandens Oplysningsbureau (CD-ROM) 2007: NN Markedsdata fra TDC (CD-Rom) Afgrænsningsproblemer størrelseskriterierne tilpasses over tid ikke helt muligt på forhånd at sikre overensstemmelsen mellem rammerne Carsten Stig Poulsen

Undersøgelsens data 2007 Repræsentativt udvalg (simpel tilfældig udvalg) 384 blev kontaktet telefonisk 84 (22%) ønskede at medvirke 305 virksomheder indgår i undersøgelsen Carsten Stig Poulsen

Simpelt tilfældigt udvalg Telefonisk interview Udbredelsen af markedsanalyser i større danske virksomheder 1984, 1990, 1997, 2002 og 2007 Simpelt tilfældigt udvalg Telefonisk interview 1984: n=108 1990: n=126 1997: n=178 2002: n=300 2007: n=305 Besvarelsesprocenter på ca. 75% Carsten Stig Poulsen

Udbredelsen af markedsanalyser i større danske virksomheder 1984, 1990, 1997,2002 og 2007 14 (15) analysetyper: Salgsanalyser Markedsmuligheder Markedsandele Salgets fordeling Løbende prognoser Branchens udvikling Produktanalyser Produktidéer Nye produkter Eksisterende produkter Salgsfremmende aktiviteter Mediers effektivitet Reklameeffekt Personligt salg Test af emballage Distribution Distributionskanaler Prisanalyser Internet (2002, 2007) Internetanalyser Carsten Stig Poulsen

Udbredelsen af markedsanalyser i større danske virksomheder 1984, 1990, 1997, 2002 og 2007 Carsten Stig Poulsen

Opdeling (segmentering) af virksomhederne efter analysebrug 2007 Carsten Stig Poulsen

Sammenhæng med virksomhedsstørrelse? Carsten Stig Poulsen

Øget brug af markedsanalyser? Carsten Stig Poulsen

Konklusioner Anvendelsen af markedsanalyser i ekstensiv forstand blandt de større danske virksomheder er forbavsende konstant over perioden 1984-2007 Den overvejende del af virksomhederne, angiver en øget, mere intensiv anvendelse af markedsanalyse Carsten Stig Poulsen

Hot Topics in Marketing Research Online Marketing Research Growing Consumer/Respondent Resentment Globalization Carsten Stig Poulsen

The Marketing Research Process Carsten Stig Poulsen

The Marketing Research Process: 11 Steps Carsten Stig Poulsen

Steps in the Marketing Research Process 1 Establish Need 2 Define Problem 3 Research Objectives 4 Determine Design 5 Identify Information Sources 6 Decide Data Collection Method 7 Design Questionnaire 8 Determine Sample Plan & Size 9 Collect Data 10 Analyze Data 11 Write and Present Report Figure out what to research (Chapters 2 & 4) Design the way to do the research (Chapters 5-13) Gather data from respondents (Chapter 14) Generate findings and interpret them (Chapters 15-20) Carsten Stig Poulsen

The Marketing Research Process An 11-step process: there is nothing Few studies follow the steps in order magic about 11 steps Carsten Stig Poulsen

Step 1: Establish the Need for Marketing Research Is there a real need for marketing research? Research takes time and costs money. Marketing research is not always needed. Carsten Stig Poulsen

Step 1: Establish the Need for Marketing Research When is marketing research not needed? The information is already available. Decisions must be made now. We can’t afford research. Costs outweigh the value of marketing research. Carsten Stig Poulsen

Step 2: Define the Problem This is the most important of the 11 steps. If the problem is incorrectly defined, all else is wasted effort. Problems may be either specific or general. Carsten Stig Poulsen

Step 2: Define the Problem Problems stem from gaps between what is supposed to happen and what did happen and gaps between what did happen and what could be happening. Carsten Stig Poulsen

Step 3: Establish Objectives Research objectives, when achieved, provide the information necessary to solve the problem identified in step 2. Research objectives state what the researchers must do. Carsten Stig Poulsen

Step 4: Determine Research Design Exploratory Research: collecting information in an unstructured and informal manner. Descriptive Research refers to a set of methods and procedures describing marketing variables. Causal Research (experiments): allows isolation of causes and effects. Carsten Stig Poulsen

Step 5: Identify Information Types and Sources Primary information: information collected specifically for the problem at hand Secondary information: information already collected Carsten Stig Poulsen

Step 6: Determine Methods of Accessing Data Secondary data is relatively easy to access; primary data is more complex. Three main choices for primary data: Have a person ask questions Use computer assisted or direct questioning Allow respondents to answer questions themselves without computer assistance Carsten Stig Poulsen

Step 7: Design Data Collection Forms Questionnaire must be worded objectively, clearly, and without bias in order to communicate with respondents. Software programs are available to assist marketing researchers in preparing forms. Carsten Stig Poulsen

Step 8: Determine Sample Plan and Size Sample plan refers to the process used to select units from the population to be included in the sample. Sample size refers to determining how many elements of the population should be included in the sample. Carsten Stig Poulsen

Step 9: Collect Data Data collection is very important because, regardless of the data analysis methods used, data analysis cannot fix bad data. Nonsampling errors may occur during data collection. Carsten Stig Poulsen

Step 9: Collect Data Data collection errors may be attributed to field workers or respondents. Researchers must know the sources of these errors and the controls to minimize them. Carsten Stig Poulsen

Step 10: Analyze Data Data analysis involves entering data into computer files, inspecting data for errors, and running tabulations and various statistical tests. Data cleaning is a process by which raw data are checked to verify that the data have been correctly inputted from the data collection form to the computer software program. Carsten Stig Poulsen

Step 11: Prepare and Present the Final Research Report The last step is one of the most important phases of marketing research. Its importance cannot be overstated because it is the report, or its presentation, that properly communicates the results to the client. Carsten Stig Poulsen

The Marketing Research Industry Carsten Stig Poulsen

Konkurrencekræfter i analysebranchen Alternativer til køb af analyser in house sekundære data internet Leverandører software hardware brainware Eksisterende udbydere af analyser typer Kunder typer Nye udbydere på markedet konsulentfirmaer telemarketing medier Carsten Stig Poulsen

Udbydere af markedsanalyser Medlemmer af Foreningen af markedsanalyseinstitutter i Danmark (FMD) (14 største) En række (ca. 10-20) mindre firmaer En underskov (ca. 100 helt små virksomheder/enkeltpersoner) Konsulentfirmaer Offentlige virksomheder (Danmarks Statistik, Uni-C, SSI) Carsten Stig Poulsen

Udbydere af markedsanalyser Typer (ikke gensidigt udelukkende) full-service specialiserede (i bestemte faser af analyseprocessen eller metoder) fokuserede (på bestemte segmenter i markedet) innovative (udvikler nye metoder/produkter) imitatorer (”me-too” produkter, køb af hylde-software) Carsten Stig Poulsen

Nogle nøgletal Carsten Stig Poulsen

Nogle nøgletal Carsten Stig Poulsen

Nogle nøgletal Carsten Stig Poulsen

Nogle nøgletal Carsten Stig Poulsen

Nogle nøgletal Carsten Stig Poulsen

Karakteristik af markedet for analyser Industrielt marked (business-to-business) forholdsvis få efterspørgere rationelle beslutninger købscenter personligt salg Markedet er i høj grad domestikeret Carsten Stig Poulsen

Karakteristik af markedet for analyser Serviceydelse uhåndgribelig fravær af lager kvaliteten kan være stærkt svingende køberen tager aktivt del i produktionen Kvalitetsvurdering tager udgangspunkt i analysekøbers forventninger og oplevelser, som kan ændres over tid Proceskvalitet og outputkvalitet Carsten Stig Poulsen

Kriterier til vurdering af analyseudbydere (rækkefølgen ikke prioriteret) reliabilitet, dvs. overholdes aftaler, gøres tingene rigtigt første gang imødekommenhed, dvs. evnen og villigheden til at løse kundens problemer kompetence, dvs. besiddelse af nødvendige kvalifikationer til at gennemføre analysen kreativitet, dvs. evnen til at komme med nye/bedre løsninger på problemer ”tonen”, dvs. hvordan kommunikeres indbyrdes og med kunden troværdighed, dvs. ærlighed og fokus på kundens tarv sikkerhed, dvs. fravær af risiko for misbrug, lækager, fortrolighed, etc. håndgribelige forhold, dvs. faciliteter, teknologi, etik, dvs. overholdelse af regler for ”god analyseskik” ”navnet”, dvs. får jeg problemer, hvis jeg bestiller og køber en analyse hos X. Carsten Stig Poulsen

Den etiske dimension Påvirker branchens omdømme i offentligheden Regulerer konkurrencen mellem de markedsanalyseudbydere som vedkender sig de etiske spilleregler Regulerer forholdet mellem kunde og udbyder Visse udbydere føler sig ikke (helt så) bundet af etikken Carsten Stig Poulsen

Den etiske dimension Analysekøbers etik respekt for respondentens krav på anonymitet/fortrolighed åbent vs. skjult formål uærlighed ift. analyseudbyder misbrug af analyseresultater skjult salg Carsten Stig Poulsen

Den etiske dimension Analyseudbyders etik respekt for respondentens krav på anonymitet/fortrolighed kvalitet i gennemførelsen af markedsanalysen misbrug af respondentens tid, tålmodighed og samarbejdsvillighed Carsten Stig Poulsen

Den etiske dimension ICC/ESOMAR International kodeks for udøvelse af markeds- og samfundsforskning Oversat og udgivet i Danmark af Foreningen af Markedsanalyseinstitutter i Danmark (FMD) Carsten Stig Poulsen

Kvalitetsstandarder i markedsanalyse EFAMRO Market Research Quality Standards (EMRQS) ISO 9001/9002 certificering Carsten Stig Poulsen