咨询管理战略组织项目麦肯锡工具评估 麦肯锡—Market Research Toolkit.pdf

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1、CONFIDENTIALMarket Research ToolkitMARKETING SCIENCE CENTERSeptember 1995ST-ZXe247/950830SeaHR1TABLE OF CONTENTSQualitativeFocus groupsIn-depth interviewsObservational researchQuantitativeQuick hitBasic A&UConcept testAttitudinalImage engineeringConjoint analysisDiscrete choiceCustomer serviceDiary

2、panelST-ZXe247/950830SeaHR12MARKETING SCIENCE CENTERJohn Forsyth STMike Sherman NYKevin Nuffer NYAnil Kaul NYMark Leiter NYKK Davey NYJoshua Goff NYRich Milliman ATNeil Allison SFLinda Middleton CHSudeep Haldar CHXavier Azalbert LNAngela Lovejoy LNSid Simmons LNNirmala Santiapillai LNBernhard von Sk

3、erst HAMark Esser DUPeter Prins AMRama Bijapurkar BYThe objective of this document is to provide a quick overview of marketresearch techniques. More detail can be found in the Market ResearchHandbook (PD Net #6229) or by contacting a marketing science specialist.ST-ZXe247/950830SeaHR13TWO TYPES OF T

4、ECHNIQUESQualitativeQuantitativeObjectiveGenerates hypotheses on decisionmakers, buying process, and keybuying function (KBF)Tests and quantifies hypotheses Tools availableFocus groupsIn-depth interviewsObservational researchQuick hitBasic A&UConcept testAttitudinalImage engineeringConjoint analysis

5、Discrete choiceCustomer serviceDiary panelThere are two types of market research techniques: qualitative andquantitative. Generally, a research program starts with qualitative to generatehypotheses and quantitative to prove them. ST-ZXe247/950830SeaHR14What is it?Approximately a two hour discussion

6、among 8 to 12 people, led by amoderatorWhen do you use it? Early in the research process, to clarify the issues, generate ideas onhypotheses, and help determine what other research to conduct. This isparticularly the case when there is little information on the subjector, when time and money are ver

7、y limited, as the only research tool particularly when you dont expect a wide divergence of viewsHow do you do it? Hire a moderatorRecruit participantsPrepare a discussion guideAttend focus group(s)Videotape the groupsDebrief moderator to determine conclusionsWhat do you get out it?A summary of key

8、findings and well developed hypotheses for answeringcertain key issuesApproximate cost$3,000 - $5,000 for each group of 10 consumer respondents Project typically two to six groupsApproximate timeTo develop discussion guide, generate hypotheses: 2 weeksTo conduct: in 1 week you can expect to conduct

9、three to four groups if several cities are involvedTo synthesize findings/refine hypotheses: 1 to 2 weeksFOCUS GROUPSST-ZXe247/950830SeaHR15FOCUS GROUP OUTPUT PAGEIssueDiscussion outputQuotesImplicationsSales forceCustomer think salespeopleare lazyMethods to improve thesales force did not surfaceThe

10、y never follow upIm not even sure whomy sales guy isNeed to focus thesalesperson portion of thequestionnaire on how toimprove the sales forceCompetitionLittle agreement as to whothe competition isWe compete with XYZhead to headI never lose sales toXYZ. Dillon and Petersare my main competitionLet res

11、pondent define theircompetition on questionnaire do not define it for themHave section in questionnaireto find out who competes withwho, and whyST-ZXe247/950830SeaHR16What is it?One-on-one interviews usually lasting at least 45 minutesPrimary research tool when only have a few customersWhen do you u

12、se it? Similar to focus groups, in-depth interviews are used to: Explore issues and underlying details Develop hypotheses Gain an understanding of key buying factors and brands Discover the language customers useLikewise, they can add value after quantitative research to further get yourhands around

13、 the findingsOne-on-one are preferred to focus groups when: There exists specific people you wish to speak with Qualified respondents are few in number Specific issues requiring confidentiality, sensitivity or probingHow do you do it? Hire a moderatorRecruit participantsPrepare a discussion guideDeb

14、rief moderatorWhat do you get out it?A summary of key findingsWell developed hypothesesPotential product/service definitions for quantitative researchApproximate costProjects typically $100 to $300 per interview Approximate timeInterviews usually last 45 minutes to 2 hoursIN-DEPTH INTERVIEWSST-ZXe24

15、7/950830SeaHR17INTERVIEW WITH JOE BLOGGS, 34 YEARS OLD, 2 KIDS, C2On February 1, 1994 we met with Joe Bloggs and his wife. The purpose of thediscussion was to understand the decision making process they go through whenbuying financial services. Key points1. They make a joint decision when buying ins

16、urance. 2. They like the appeal of a one stop shop with one company. 3. They dislike home service and find it uncomfortable but instead prefer using the telephone. Issues1. An in-depth study of cross-selling opportunities and appeal would be beneficial. 2. A more thorough understanding of selling ch

17、annels would be useful. Next stepsQuantify segment size and scale of opportunitiesST-ZXe247/950830SeaHR18OBSERVATIONAL RESEARCHWhat is it?A qualitative technique to observe customersWhen do you use it?To identify potential new products and servicesWhat do you get out of it?Hypotheses on latent deman

18、d from observing behaviorand problems customers faceApproximate costsVariesApproximate timingVariesST-ZXe247/950830SeaHR19Many companies are observing decision makers for new insights into thecustomer. EXAMPLES OF OBSERVATIONAL RESEARCH A pharmaceutical company followed GPs around all day to identif

19、y problems/stresses they face. Honda sent R&D engineers to rent rooms in houses in California to see how Americans interact with their cars. Small video cameras in retail stores record how consumers make decisions at the shelf. Ivory soap was created by seeing women who tended to lose the soap when

20、washing clothes in the Ohio River. ST-ZXe247/950830SeaHR110Listed below are some best practices for using qualitative research. HELPFUL HINTS FOR QUALITATIVEGenerate hypotheses before qualitative to help structure research. Take stimuli (e.g., pictures) into qualitative to facilitate discussion. Be

21、sure to be complete. You need to have an exhaustive list of key hypotheses. Attend the sessions. Videotape them for others not able to attend. Develop a first-hand point of view.Do not be too literal. People frequently are unable to articulate their precise thoughts. ST-ZXe247/950830SeaHR111Quantita

22、tive studies seek to prove hypotheses with data from a statisticallyrepresentative sample. QUANTITATIVE TECHNIQUES Quick hit researchIs a short, very focused quantitative surveyBasic quantitative(usage and attitude)Measures basic beliefs and behaviors for a categoryConcept testingJudges consumer rea

23、ctions to specific new product ideaAttitudinalMeasures category attitudes for latent demand situationsImage modelingAnalyzes effects of brand imageryConjoint analysisMeasures trade-offs of product/services features and priceDiscrete choiceMeasures in-depth trade-offs of a few features and priceProbl

24、em detectionUnderstands root causes of why customers leaveCustomer servicemodelingPrioritizes specific elemenst of customer serviceDiary panelTrack consumer purchases over timeST-ZXe247/950830SeaHR112QUICK HIT RESEARCHWhat is it?A very short quantitative questionnaire done veryquicklyWhen do you use

25、 it?To answer a very focused set of issuesWhat do you get out of it?A quantitative answer quicklyApproximate costsTypically under $20,000Approximate timingTypically 1 to 3 weeksST-ZXe247/950830SeaHR113EXAMPLES OF QUICK HIT RESEARCH Interviewing at conventions to target a hard-to-reach group (e.g., C

26、onventionResearch Studies) Adding a few selected questions to omnibus studies (e.g., Telenation atMarket Facts) Targeting hard-to-reach consumer groups in a touch tone telephone survey(e.g., Yankelovich Project Advantage) Identifying new products and services opportunities among a key customergroup,

27、 e.g., club member Profiling corporate identities among womens issues Determining price awareness for an impulse productMany companies use quick hit research for a very focused set of issues. ST-ZXe247/950830SeaHR114Turning to Yankelovich as a source, we have a strong relationship (in someways, part

28、nership) with Yankelovich to conduct quick surveys in theircontinual phone interviews drawing on a 16,000 respondent database (seeseparate document, McKinsey & Yankelovich Partnership on Project Advantage by Kevin Nuffer, January 1995). OVERVIEW WHAT IS IT?A respondent database . . .linked to. . . a

29、 rapid turnaround surveycapability 16,000 households Extensive background data Demographics Econographics Product usage Media habits Attitudinal battery Capability to conduct surveys up to 10 minutes long viainteractive voice response (IVR)telephone system Intelligent sampling from database Surveys

30、completed in 2 or 3 days start to finishST-ZXe247/950830SeaHR115What is it?Survey that measures basic beliefs about a category and identifies groupsof customers by their needsWhen do you use it? When purchase decision is straightforwardWhen client has never done research before and has little quanti

31、tativeinformationHow do you do it? Hypothesize key buying factorsDevelop a range of KBF statementsMeasure consumer importance and competitive brand positioning on theKBFsIdentify segments by KBFsLink segments to reported purchase behaviorCross reference with other data to identify gapsWhat do you ge

32、t out it?A better understanding of customers perceptions of products/services inthe marketplace and some ideas for ways to position productsApproximate cost$30 to $150 per consumer respondentsApproximate time1 to 2 weeks for qualitative research6 to 10 weeks to design, execute, and analyze researchD

33、ESCRIPTION OF TOOLS BASIC QUANTITATIVE (USAGE AND ATTITUDE)ST-ZXe247/950830SeaHR116TYPICAL QUESTIONSBuying factorImportance*Brand ABrand BBrand CGood serviceLowest pricesBroad selection ofstylesKnown brandsLatest fashionsCompetitive ratings on delivery of the buyer factor*The usual A&U questions pro

34、be the importance of key buying factors andcompetitive perceptions on each. *Scale of 1-10ST-ZXe247/950830SeaHR117COMPETITIVE RATINGS FOR A RETAILER*10 point scaleILLUSTRATIVEGood serviceLatest fashionsBroad selection of stylesLowest pricesKnown brands6.46.46.05.65.5KBFImportance*01234567Rating*All

35、have weakserviceBrand strengthis fashionability,selectionWeakness ispriceRange of competitionOur brandFor example, this retailer has a competitive strength in fashionability but isweak on price. ST-ZXe247/950830SeaHR118CASUAL WEAR NEEDSAverageSource:Market research-0.4-1.60.22.10-10-0.601.702.9-0.2-

36、1.4-0.20.80.60.2-0.9-0.6Good service6.4Latest fashions6.4Broad selectionof styles6.0Lowest prices5.6Known brands5.5ILLUSTRATIVETotalaverageSegment ASegment BSegment CSegment DHowever, results should be understood by segment, each of whom have adifferent priority of needs. ST-ZXe247/950830SeaHR119CON

37、CEPT TESTINGWhat is it?A research technique based on one-on-one interviews whereconsumers react to a specific new product ideaWhen do you use it?When you need to assess a specific new product ideaWhen you are confident you have defined the new idea properlyHow do you do it?Write a concept (similar t

38、o a print ad)Conduct interviews: Current brands used Habits and practices Read concept Intent to purchase Likes and dislikes Image ratingsProject share/volume with calibration factorsWhat do you get out of it?Share/volume for new product ideaApproximate cost$75 to $300 per interview Approximate time

39、6-10 weeks to design, execute, and analyze researchST-ZXe247/950830SeaHR120CONCEPT TESTINGPictureDescription of the new productidea including its benefits,price, brand. This should besimilar to a magazine ad butwith less advertising hypeQuestions asked Purchase intent Likes and dislikes Hedonic Pric

40、e/value Uniqueness Preference versus potential competition Perceptions on KBFs Image ratingsIn a concept test, respondents reactions to a new idea are gauged. ST-ZXe247/950830SeaHR121CONCEPTS CAN BE CALIBRATED TO TRIALPurchase intentPercent ofrespondentsCalibration*Definitely would buy50%75Probably

41、would buy3035Might or might not buy155Probably would not buy50Definitely would not buy00*Some research agencies have good experimental databases on calibration. Numbers are culturally and sometimes category dependent= 48.8% 19.5%x 50%x 80% Interested universe Awareness Distribution Predicted trialCo

42、ncept purchase intent can be converted in trial rates, though the calibrationfactors are a key assumption. Certain market research firms specialized in thisand have good databases and experiences. A marketing science specialist canhelp you find the appropriate firm. ST-ZXe247/950830SeaHR122STRETCHIN

43、G CAN BE EVALUATEDCurrentbrandNewconceptKBFsAble to stretch thesekey elementsBoth have sameweaknessesBy evaluating the perceptions of a new concept versus a current brand, we cananalyze when it is possible to stretch a brand and where the brand is too strongto move. Gives good serviceIs prestigiousH

44、as latest fashionsHas lowest priceHas known brands01234567Rating23ATTITUDAL RESEARCHWhat is it?Analysis based on individual interviews that identify groups of customers by theirattitudes and perceived benfits toward the product or service or the productcategoryWhen do you use it?In latent demand sit

45、uations, when a market does not currently exist for the productWhen decisions involve complex issues such as multiple categories and futuretrendsHow do you do it?Hypothesize key attitudes and develop statementsMeasure customer agreementIdentify segments by attitude needsLink segments to reported pur

46、chase behaviorCross reference with other data to identify gapsDetermine likely acceptance of new/revised value propositionsWhat do you get out of it?A better understanding of customers attitudes toward products/services in themarketplace and some ideas for ways to leverage those attitudes to positio

47、nproductsApproximate cost$50 to $300 per consumer interviewApproximate timeIn one week 300 half hour phone interviews or 200 half-hour personal interviews1-2 weeks for qualitative research6-10 weeks to design execute and analyse researchST-ZXe247/950830SeaHR124Attitudinal segmentation is based on ag

48、reement to attitude/need statements. Each statement expresses customers agreement towards a specific idea. EXAMPLES OF ATTITUDE STATEMENTS1.Telecom services are essential for my business2.It is very important for my business to receive bills for each extension3.It is not necessary to understand my b

49、usiness to sell me telecom services4.Mobile phones are very critical for proper functioning of my business5.We definitely prefer to buy all our telecom services from one vendor6.It is very important for my business to have direct numbers for employees7.We prefer to deal with a telecom company that h

50、as good service rather than just a low price8.If my employees are traveling they should be able to be in phone contact with their home office9.I would definitely prefer to have my telecom company representative call me regularly to inform me about newproducts/services10. All I want is basic telecom