Hey there fellow marketers, Professor Wolters here.
And today, we're going to talk about the marketing
research process.
Now, I've got a lot of videos that go more in depth into
some of these parts, so do check out the videos on
primary research, and secondary research, and qualitative stuff.
This is just giving you the overall feel of the kind of
typical research process.
And the first step in a research process is really defining the
objectives and research needs.
Basically, "why the hell am I doing this research?"
You got to know these things.
What's our overall objective?
What problem am I going to be trying to solve
with this research?
We've got to figure that thing out first,
okay.
Cause you don't want to do research on nothing, or
nothing that's important.
And you don't want to be like, why am I doing this?
Why am I asking these questions?
Why are we here?
No.
We are here to figure out A, B, and C.
You want to make sure you define that objective
when you start off.
That's the first step.
Now, the second step is once you have your overall objective,
what we want to do, like hey, we want to do research to find
out how to sell more hamburgers.
All right.
That's our goal.
That's our objective.
We're there.
We move onto the second step, designing the research.
Designing the research
This is where we look at the type of data we're going
to collect, how we're going to collect it, what's the
best way to collect it, and this kind of stuff.
So here, we're looking at is- a-a-am I going to go
out and collect this data?
Am I going to ask these questions, or in the
primary data kind of sense?
Or are we going to use secondary data?
Get things that have already been collected from other
organizations like Nielsen or something like that?
I mean, what are we going to do?
But you got to design it.
This is the, it's kind of like the, this is in the
information-I-need-to-know-in-order-to-know-what-we-need-to-do-in-order-to-sell-more-hamburgers, cause that's what our
research is about, right?
Now, our third step is our data collection process.
Data collection process
This is when we head out into the field, well not the corn
fields there, but we head on o-, it could be, but this is when
we go out in the fields and we start asking those questions.
We start collecting all that information, right?
It could be we're going out there and c- and doing surveys.
You know, how many of you have a survey in your class,
in your ICES forms where I teach, or other places, where
you go and you-you-you say, "Did my professor do well?
Five, yes.
And the class was good?
Yes."
An-And they do that.
That survey is letting them know, if things
are going right, right?
They're collecting that data that way.
A census, when they do the census, they're asking
all these questions, like, look, let's go out.
Like they have it where they send out surveys to people's
houses, or you can go online.
If you don't do that, they come to your house.
This is where you're laying out that data collection process.
So like I said, with the census first, they send you,
you know, a thing in the mail saying, hey, go to this website.
They give you a reminder, hey.
Then there's another do this or we're going to
come into your house.
And then the fourth time they come to your house
or something like that.
You have the process you kind of lay out there.
Okay?
And we have, there's a lot of different collection methods.
Watch those videos and talk about that to really,
really help you out.
And then once you collect all this data, now
we got to analyze it.
I mean, think about it, all that information that your
phone gives to Facebook and Instagram and, and Google
and all this kind of stuff.
They have all the information, but the thing is, it's just
this data sitting there.
We need to take that data.
We need to transform it really into information
that we can use.
And that's what happens in this fourth stage.
Analyze the data and develop insights.
Analyze the data and develop insights from that data
So figuring out what those things are right?
You know, we collect all of it, then, we've got
to mine down in there.
What does it mean?
What does it show us?
And we start to see is when we start looking at
this data, we're like, huh?
The numbers show that people don't eat Big Macs.
'Cause our our numbers show that no one's eating
big Macs, but then when we talk to people, they say,
oh yeah, I like Big Macs.
So we see there's an issue.
We see people like Big Macs, but they're not ordering it.
So one of our issues is there's a disconnect between
what people are saying and what they are doing, right?
And so the data told us that, right?
And so once we get that data, then we go into the fifth step.
That is your action plan and implementation.
Develop an action plan
Here is where we lay out what we need to do to fix those things.
If I want to fix those burger sales, we see that the real
issue was that people are saying they're ordering, but they
aren't actually ordering it.
So what do we do?
How do we get them over?
Oh, well our plan is offer an extra big burger or offer a buy
one get one free for the burger.
So people actually do buy the burger instead of the
chicken nuggets or the, you know, chicken sandwich or
something like that, right?
And so we kind of look at those things.
And so you have this step-by-step process and
it's a really good idea just to have this overall idea.
So you know that you're making sure that you look.
I now, want to make sure that I'm collecting the
right data and asking the right questions to answer
the right overall objective.
We want to find the answer to that so we can
figure out how to fix it.
So, 'cause at the end, we've got a strategy to
meet that objective, okay?
So I hope this helps you out.
If you want to learn more, we've got plenty of videos
on marketing research.
This is just a quick little one to give you an overall
idea of how a marketing research process works.
So I'll see you later.