University of Guelph Humber

Bachelor of Business Administration

Diploma in Business Administration

BADM 4050
Marketing Research Project
Jeffrey O’Leary
Room 121
January 9, 2013

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

Today`s Agenda

 Introductions – Me & YOU

 Review Course Outline
 Evaluation
 Break
 Chapter 1 – Role of Marketing Research
 Video Case – Krispy Kreme
 Project Case Introduction

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

A Little About Me…

 From the East Coast

 Maple Leaf Consumer Foods
 National Strategic Planning:
 Financial Analysis
 Marketing, Business Strategy & Research

 Teaching Experience
 Ryerson (MBA Program)
 Guelph (Marketing, Accounting, IT)
 Brock (Accounting, Strategy)
 CMA Canada – Board of Examiners

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

A Little About YOU….

 Name
 Year of Study
 Career Aspirations
 Why You Are Here
 Something Recent/Unique or Interesting
About Yourself

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

Teaching Methodology

 The focus of this course will be an

application based approach to marketing
research and design
 There will be an emphasis on material

that is applicable in the business world

 The lectures will comprise of a mix of

textbook material, case studies and

guest speakers

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

Course Objectives

 Identify a range of marketing models,

tools, and techniques to deal with real
life marketing problems
 Distinguish amongst different methods

of data collection and approaches

 Analyse research problems and select

particular approach to solve problems

 Synthesis findings from qualitative and

quantitative research projects and draw

conclusions from findings
BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary
Course Outline - Evaluation

 Participation – 15%
 Mid-Term Examination – 25%

 Case Project – 30%

 Final Examination – 30%

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

Participation – 15%

 Quality vs. quantity

 Not designed to question everything

 Goal is to promote rich discussion and

real life experiences/examples

 Promotes active learning

 Beneficial for case studies

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

Mid-Term Examination – 25%

 February 13th, 2013

 Two hours in length

 40 multiple choice

 One case

 Will cover all material (textbook,

lecturers, cases) for Weeks 1 – 5

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

Marketing Research Project –
30%
 Term long case
 Various checkpoints throughout the term

(see Course Outline)

 Will require a mixture of class

participation, presentations and

submission.
 Done in groups of four

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

Final Examination – 30%

 To be set by the registrar’s office

 Two hours in length

 40 multiple choice

 One case

 Comprehensive in nature

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

What is Marketing Research?

 Companies must produce bundles of

benefits that consumers will view as
valuable
 Key questions:
 What do we sell?
 How do consumers view our company?
 What does our company/product mean?
 What do consumers desire?

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

Marketing Research Defined

 Marketing research is the application of

the scientific method in searching for the
truth about marketing phenomena
 The process includes:
 idea and theory development
 problem definition
 searching for and collecting information
 analyzing data
 communicating the findings and their
implications

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

Marketing Research Defined

 This definition suggests that marketing

research information is:
 not intuitive or haphazardly gathered
 accurate and objective
 relevant to all aspects of the marketing mix
 limited by one’s definition of marketing
 We explore marketing research as it
applies to all organizations and institutions
engaging in some form of marketing
activity

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

Presidential Cycle

In the almost four decades from

January, 1965, through to December,
2003, U.S. stock prices closely followed
the four-year presidential election
cycle. In general, stock prices fell
during the first half of a presidency,
reached a trough in the second year,
rose during the second half of a
presidency, and reached a peak in the
third or fourth year."

Critics note that empirically speaking,

the sample size - or number of election
cycles - is far too low to draw any sort
of meaningful conclusion.

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

Lipstick Sales

Leonard Lauder, the chairman of

Estée Lauder Cos. Inc., floated
the lipstick theory after the 9/11
terrorist attacks. Going over
sales data, he noticed the
company was suddenly selling a
lot more lipstick than usual. Kline
Consumer Products Research
Practice crunched 50 years worth
of sales data, and found lipstick
sales did indeed increase during
tough times.

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

 Skirt Length

"Skirt lengths are really all over the place right now," says Ryerson University
fashion professor Alice Chu. "Skirts do get longer during recessions, but 1980s
fashion may be coming back so they could get shorter and shorter."

Surprisingly, very little credible research has been done to test this theory.
BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary
 Swimsuit Model Nationality

Here's what has been found: Americans appeared on the cover 15 times,
the S&P 500 posted an average gain of 13.9 per cent with 13 positive
years. The other 15 times, with non-Americans on the cover, the S&P 500
gained an average 7.2 per cent with 11 positive years.
BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary
Applied Marketing Research

 Applied marketing research

 Conducted to address a specific marketing
decision for a specific firm or organization
 Example:
 Should McDonald’s add Italian pasta dinners to
its menu?

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

Basic Marketing Research

 Basic marketing research

 Conducted without a specific decision in
mind that usually does not address the
needs of a specific organization
 Attempts to expand the limits of marketing
knowledge in general
 Not aimed at solving a pragmatic problem
 Example:
 Do consumers experience cognitive dissonance
in low-involvement situations?

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

The Scientific Method

 Scientific method
 The way researchers go about using
knowledge and evidence to reach objective
conclusions about the real world
 The analysis and interpretation of empirical
evidence (facts from observation or
experimentation) to confirm or disprove
prior conceptions

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

Strategic Management Orientation

 There are only a few business

orientations:
 Product-oriented
 Production-oriented
 Marketing-oriented

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

The Marketing Concept

 Marketing concept
 A central idea of marketing that involves
focusing on how the firm provides value to
customers more than on the physical product
or production process
 Customer-oriented—decisions are made with a
conscious awareness of their effect on the consumer
 Emphasis on long-run profitability rather than short-
term profits or sales volume
 Cross-functional perspective—marketing is
integrated across other business functions

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

Building Relationships

 Relationship marketing
 The idea that a major goal of marketing is
to build long-term relationships with the
customers contributing to their success
 Views a sale not as the end of a process but is
the start of the organization’s relationship with
a customer—marketers want customers for life
 Satisfied customers will return to a company
that has treated them well

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

Marketing Management

 Developing and implementing a

marketing strategy involves four stages:
 Identifying and evaluating market
opportunities
 Analyzing market segments and selecting
target markets
 Planning and implementing a marketing
mix that will provide value to customers
and meet organizational objectives
 Analyzing firm performance

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

When Needed

 The determination of the need for

marketing research centers on:
 Time constraints
 The availability of data
 The nature of the decision to be made
 Benefits versus costs (the value of the
research information in relation to costs)

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

Value versus Costs

 Potential value of a marketing research

effort should exceed its estimated costs

Value Costs
• Decreased uncertainty • Research expenditures
• Increased likelihood of • Delay of marketing
a correct decision decision and possible
• Improved marketing disclosure of
performance and information to rivals
resulting higher profits • Possible erroneous
research results

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

Marketing Research Today

 Communication technologies
 Always “connected”—time, place, and
distance are irrelevant
 Decreases in information acquisition,
storage, access, and transmission costs
 Global marketing research
 Business research is increasingly global
 Market knowledge is essential

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

Case Study - Krispy Kreme

 To succeed in the global market, what

market research should Krispy Kreme
undertake?
 What market research activities does
Krispy Kreme engage in to determine
where to build a site?
 Krispy Kreme is currently facing criticism
from low-carb diet practitioners that have
lowered sales. How can market research
help deal with this problem?

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary

Next Week

 Readings
 Chapter 3 Market Research Process
 Chapter 4 Human Side of Marketing
Research
 Case 4.2 Big Brother is Watching?
 Team Building Exercise

BADM 4050 – Marketing Research Project – Winter 2013 - Jeffrey P. O’Leary