Market Research Techniques Research Articles

A preference-based approach to incorporate the "voice of the customer" in mass-market software product design

With mobile and cloud computing, the software industry has witnessed a shift from customer-specific systems to a mass-market scenario. Integrating the "voice of the customer" is a critical success factor for mass-market products, but remains a challenge given the heterogeneity and distribution of their users. Classical requirements engineering methods rely on close interactions to gather user requirements and feedback regarding product features. However, they are hardly applicable in mass market scenarios, and new methods are required to assist product managers in designing their products while taking into consideration the opinion of the mass. In this paper, we argue for using market research techniques as preference-based approach in software product management. Following method engineering guidelines, we develop a method component 1 that refines conjoint analysis for the use in software product management. We present the meta-model and procedure and demonstrate it in a study on secure cloud storage services. We evaluate the feasibility, usefulness and ease of use of method component with experts in the RE domain. We contribute to mass-market software product management domain through a method component that builds on detailed understanding of user preferences for successful product design.

Analysis of student interaction with learning objects on blended learning course applying cooperative learning together method on Moodle learning management system

The purpose of this study is to determine the results of implementation of blended learning on Marketing Research Techniques course using cooperative learning together method, and how the interaction between students and learning objects on blended learning course using Learning Management System (LMS) of Moodle. Class activities using cooperative learning together method include group assignments in accordance with the topic set by lecturer, presentation of group work results, inter-group discussions, and continued with improvement of group assignments based on the results of discussion. Student activities in accessing learning objects in the form of URL viewed from student log activities on LMS, showed only 11.42% of students were enrolled from total of 35 students with an average access of 1.47 views. Student interactions with objects in the form of text, accessed by 29.10% of students with an average access of 2.33 views. Presentation slides is accessed by 12.85% of students and images/maps/charts is accessed by 6.66% of students. Unlike only the learning objects in the form of assignments and quizzes, accessed by almost all students with a high average number of accesses. The learning object in the form of quizzes is accessed by 99.44% and assignments accessed by 95.37% of students.

Perceptual Mapping for Agricultural Marketing Research: Concept and Methodologies

In the agriculture the focus was more on the production of commodity than marketing of it. In the wake of the focus on doubling the income of farmers one of the strategies can be the direct marketing of the produce. It may be possible through the market research, which previously had been in use at very nominal rate, but at present we have systematic market research technique and methodology for market positioning and for the formulation of suitable strategies for the farmers. One of the suitable and systematic marketing research techniques is perceptual mapping. Perceptual maps are often used in marketing to visually study relations between two or more attributes the process of making perceptual map is perceptual mapping. However, in many perceptual maps published in the recent literature it remains unclear what is being shown and how the relations between the points in the map can be interpreted or even what a point represents. The term perceptual map refers to plots obtained by a series of different techniques, such as principal component analysis, (multiple) correspondence analysis, and multidimensional scaling, each needing specific requirements for producing the map and interpreting it. Some of the major flaws of published perceptual maps are omission of reference to the techniques that produced the map, non-unit shape parameters for the map, and unclear labelling of the points. To facilitate this, a small set of simple icons that indicate the rules for correctly interpreting the map. We present several examples, point out flaws and show how to produce better maps.

Market Testing dan Positioning Produk Inovasi

The product innovation enters the next stage in the product development process series towards commercialization. As a product during its development period, it is necessary to carry out market research to determine consumer preferences and perceptions, to become the basis for business analysis and improvement. This activity is carried out through deep interviews with inventors, product / sample tests and simulations, surveys and observations on the market and its segmentation. Market research techniques are used by searching, gathering, and analyzing information about consumers or markets that are appropriate for the business they run. In addition to product quality through understanding the needs and tastes of consumers, another thing that also builds consumer ratings of products is perception. Positioning is the initial analysis to build perception in the minds of consumers. This activity aims to obtain market research documents to determine consumer perceptions about innovation products after consuming the product so that it can be used as a reference for product improvement before commercialization. This activity also aims to help to analyze positioning and design marketing strategies for the next stage. Understanding consumer needs and creating products that are able to meet the needs and solve consumer problems are the keys to successful product commercialization. This activity carried out market research on 7 Andalas University innovation products on food and beverage category with 100 respondents for each of their products spread across the West Sumatra region. This activity produces product market research documents that can be used by each inventor and developer of each product to develop and commercialize their products.

Next-generation consumer innovation search: Identifying early-stage need-solution pairs on the web

All innovations consist of a need paired with a responsive solution - a need-solution pair (von Hippel and von Krogh 2016). Today, technical advances in machine learning techniques for natural language understanding, such as semantic word space models and semantic network analytics, have made it practical to capture descriptions of early-stage, need-solution pairs mentioned anywhere in the open, textual content of the Internet. Producers - and anyone - can now thus look for user innovations posted on the web that may involve either known or newly defined needs coupled to new solutions that are gaining traction. This is important because, as is now understood, users, rather than producers, tend to pioneer functionally new products and services for which both the need and the solution may be novel.In this paper, we demonstrate via a case study both the practicality and the value of searching for early-stage need-solution pairs via machine learning methods and assessing the likely general interest in each usergenerated innovation by also identifying the trends in posting and query frequencies related to it. The new need-solution pair search method we describe and test here can, we claim, serve as a very valuable complement to traditional market research techniques and practices.

Aligning the Newspaper and the People: Defining the Popular in the British Press

The Daily Mirror developed as the first general picture daily in Britain and had become the nation’s best-selling daily newspaper by the end of the First World War. Its turn to the political left came from the mid-1930s as a marketing ploy to establish a distinctive identity within a crowded middle-market. This commercially astute targeting of a mass readership, delivering the most successful daily newspaper in British history by the mid-1960s, illustrates a great deal of the complexity of the term ‘popular’ when used in relation to mass media. It drew on the traditions of best-selling magazines, Sunday newspapers, and American tabloid pioneers combined with modern techniques of market research to identify a new and broad readership. The explicit integration of readers’ views, deployment of brash headlines, and a bold page layout highlighting photography, in editorial combination, made the paper the forerunner of a distinctly British tabloid style that would become a world-leading trend. Magazine-style features had flowed between various forms of periodicals in Britain throughout the nineteenth and twentieth centuries but it was the Daily Mirror that perfected an appeal to a young, left-of-centre, popular readership that had hitherto been largely ignored by publishers; an approach that included appealing to female readers in a distinctly ‘modern’ way. This article will centre on definitions of the popular in the formative era 1935–45 and the impact that such a style of popular newspaper would eventually have on the entire British market. In preparing the way for later manifestations of the magazine-newspaper, popular hybrids such as the Sun and the later version of the Daily Mail, the Daily Mirror can be seen as the prototype of not just the popular tabloid that would come to dominate the British market but also of the shift to a ‘tabloid culture’ that continues to inform our contemporary legacy and digital news environments.

IPTEKS BERBASIS INKUBASI INOVASI DAN DUNIA USAHA: MARKET RESEARCH PRODUK-PRODUK INOVASI UNIVERSITAS ANDALAS

Produk-produk inovasi Universitas Andalas memasuki tahap selanjutnya dalam rangkaian proses pengembangan produk menuju komersialisasi. Sebagai produk pada masa perkembangan perlu dilakukan market research untuk mengetahui preferensi dan persepsi konsumen, untuk menjadi dasar analisis bisnis dan perbaikan. Untuk itu perlu dilakukan kegiatan pengabdian untuk membantu para inventor, pengembang, dan mitra dalam meneliti pasar dan mengetahui preferensi calon konsumennya sebagai salah satu program Ipteks berbasis Inkubasi Inovasi dan Dunia Usaha (IbIIDU). Kegiatan ini dilakukan melalui deep interview dengan inventor, uji produk/sampel dan simulasi, survey dan observasi pada pasar dan segmentasinya. Teknik riset pasar digunakan dengan cara mencari, mengumpulkan, dan menganalisis informasi tentang konsumen atau pasar yang sesuai dengan usaha yang mereka jalankan. Selain kualitas produk melalui pemahaman kebutuhan dan selera konsumen, hal lain yang juga membangun penilaian konsumen terhadap produk adalah persepsi. Positioning merupakan analisis awal untuk membangun persepsi di benak konsumen. Kegiatan ini bertujuan untuk memperoleh dokumen riset pasar untuk mengetahui persepsi konsumen mengenai produk-produk inovasi setelah mengkonsumsi produk tersebut sehingga dapat dijadikan acuan untuk perbaikan produk sebelum dikomersialisasikan. Kegiatan ini juga bertujuan membantu untuk menganalisis positioning dan merancang strategi pemasaran untuk tahap selanjutnya. Memahami kebutuhan konsumen dan menciptakan produk yang mampu memenuhi kebutuhan dan menyelesaikan masalah konsumen adalah kunci suksesnya komersialisasi produk. Kegiatan ini melakukan riset pasar pada 7 produk inovasi Universitas Andalas pada bidang food and beverage dan melibatkan 100 responden untuk masing-masing produknya yang tersebar di wilayah Sumatera Barat. Kegiatan ini berhasil menghasilkan dokumen riset pasar per produk, hasil analisis positioning, dan rencana strategi pemasaran yang dapat digunakan oleh setiap inventor dan pengembang masing-masing produk untuk melakukan pengembangan dan komersialisasi produknya.

Lead User Innovation Identification: Rapid Semantic Analyses of Digital Conversations

All innovations consist of a need paired with a responsive solution - a need-solution pair (von Hippel and von Krogh 2016). Today, technical advances in machine learning techniques for natural language understanding, such as semantic word space models and semantic network analytics, have made it practical to capture descriptions of early-stage, need-solution pairs mentioned anywhere in the open, textual content of the Internet. Producers - and anyone - can now thus look for user innovations posted on the web that may involve either known or newly defined needs coupled to new solutions that are gaining traction. This is important because, as is now understood, users, rather than producers, tend to pioneer functionally new products and services for which both the need and the solution may be novel. In this paper, we demonstrate via a case study both the practicality and the value of searching for early-stage need-solution pairs via machine learning methods and assessing the likely general interest in each usergenerated innovation by also identifying the trends in posting and query frequencies related to it. The new need-solution pair search method we describe and test here can, we claim, serve as a very valuable complement to traditional market research techniques and practices.

온라인 운동 소비문화 #피트스피레이션 이해하기: 네트노그라피 연구법을 활용한 디지털 시대의 소비자 행동 연구

Purpose: Understanding the culture and the language of online consumesr and its specific underlying social motivations is a crucial aspect of achieving the market orientation. It can successfully conceptualize new products, employ existing and new channels. It also helps to writep otent advertising materials that meaningfully communicates to markets. Netnogrphay is enthnography adapted to the study of online communities.BR Method: This method provided information on the symbolism, meanings, and consumption patterns of online consumer groups. This study applied ‘netnography’ as an online marketing research technique for providing consumer insight. We examined some important cultural themse contained within the online fitness community.BR Results: We examined four themes; (1) discover communal values of health: decoding the language of diet, (2) networked sociality, (3) consumption webs: mapping the paths of desire, (4) commodified diet-related brands: brand images and community concerns. In addition, eacho f cultural theme was influenced by the character narrative and communal norms of online consumers.BR Conclusion: In summary, Online communities devoted to consumption-related topics are an increasingly important source of data for marketing research. This netnography study has implications for how marketers should plan, target, and how scholars should understand the online community as a new research area in a networked world.

“Before alone or (well) accompanied”? The Use of Projective Marketing Techniques

Projective techniques, widely used in marketing research, encourage interviewees to talk about other people so that researchers can discover deep feelings and circumvent psychological prejudices. The present study analyzes empirical publications that involve the use of projective techniques in marketing. For this, two specific objectives were defined: to analyze if the publications are using only projective techniques or are being combined with other techniques and to identify which types of projective techniques are being used. The results were divided into bibliographic analysis and semantic analysis. In the first one, the evolution of the publications per year and the periodicals that most published articles using projective marketing research techniques, as Qualitative Market Research and the International Journal of Market Research, are presented. In the second, a qualitative analysis was performed, observing that half of the publications used only projective techniques while the other part combined with other data collection techniques such as interviews, focus groups, case studies and quantitative studies. The types of projective techniques more frequently employed were word association, sentence completion, Haire’s shopping list, thematic perception test, collages, drawings, scenarios, and third-person technique.

Determining Customer Perceptions using Text Mining for an FMCG Product “Maggi” In India

Purpose: With the popularity of social media, blogging, documents in the web, multiple text information is being generated every moment. Companies can gauge consumers’ sentiments by conducting analysis of tweets or Facebook posts and can take timely action to tweak promotional campaigns. In the beginning of 2015, Maggi noodles was banned by the then government. To track the sentiments of the people on the coming back of Maggi, the widely accepted micro blogging site, Twitter, is used. Twitter continuously generates different points of view on any given subject, relating to social issues, marketing issues etc. The challenge lies in understanding and analyzing these unstructured texts, figuring out the relevant information and transforming it into actionable cognizance. Methods: The paper extracts set of 500 Twitter posts containing “Maggi”. 500 tweets were extracted to avoid heavy computation. The data was extracted by creating an interface between a twitter account and the statistical software R where we used the graphical user interface RStudio. This paper analyses tweets on this popular packed food item “MAGGI” by using statistical software like R and Excel. The methodology performed sentiment analysis using text mining approach following steps of Data Extraction, Text Transformation, Analyze the data, Data representation and validation. Results: The paper conducts sentiment analysis on social media and examines consumer perception of “Maggi”. There are few negative tweets like “Tired of #Maggi”, “Hesitant to take the first bite of #Maggi #marketingmoves” but most of the tweets were in the favor of Maggi. Tweets like, “This new #Maggi ad will surely make you go nostalgic!!”, “3am with beloved curry maggi + boiled chicken”, “When you wanna eat healthy but you low on cash. #Yasssss #Maggi #Broccoli #Sausages #Protein” show strong positive sentiment. From the sentiment analysis conducted on Maggi noodles, there were more positive rather than negative responses towards Maggi’s reentry into the Indian market. Thus, the concept of sentiment analysis can give marketers quick, preliminary insights into the consumers psyche which can later be followed up by traditional market research techniques.

Using conjoint analysis to investigate hospital directors’ preference in adoption of an evidence-based intervention

ABSTRACT This study used conjoint analysis, a marketing research technique, to investigate hospital stakeholders’ decision-making in adoption of evidence-based interventions (EBI). An efficacious hospital-based stigma-reduction intervention was used as a ‘product’ to study adoption of EBI. Sixty hospital directors in Fujian, China evaluated the likelihood of adopting the EBI in their hospitals by rating across eight hypothetical scenarios with preferred and non-preferred levels of seven attributes, including (1) administrative support, (2) cost, (3) personnel involvement, (4) format, (5) duration, (6) technical support, and (7) priority alignment with the hospital. A hierarchical generalized linear model was fit to the likelihood of intervention adoption for the eight scenarios, with the seven attributes served as independent variables. Monetary cost of intervention implementation (impact score = 2.12) had the greatest impact on the directors’ reported likelihood of adopting the EBI, followed by duration of the intervention (impact score = 0.88), availability of technical support (impact score = 0.69), and flexibility of format (impact score = 0.36). The impact scores of other attributes were not statistically significant. Conjoint analysis was feasible in modeling hospital directors’ decision-making in adoption of EBI. The findings suggested the importance of considering cost, duration, technical support, and flexibility of format in development and dissemination of interventions in healthcare settings.

Willingness to pay and wait for mass customised products

Researchers have investigated whether customers would be willing to pay more for mass customised products and also whether they would wait to receive them. But surprisingly, these two issues have not been examined simultaneously. We describe a study where we use conjoint analysis, a market research technique, to examine the customer trade-off between price, delivery waiting time and type of customisation in the walking stick market in Australia. Our approach should be relatively easily repeatable in other mass customisation markets.

Willingness to pay and wait for mass customised products

Researchers have investigated whether customers would be willing to pay more for mass customised products and also whether they would wait to receive them. But surprisingly, these two issues have not been examined simultaneously. We describe a study where we use conjoint analysis, a market research technique, to examine the customer trade-off between price, delivery waiting time and type of customisation in the walking stick market in Australia. Our approach should be relatively easily repeatable in other mass customisation markets.

The troika of artificial intelligence, emotional intelligence and customer intelligence

Emotional intelligence is to recognise emotions and emotions can be recognised by analysing face. Face reflects emotions, and thus facial images can help to identify emotions. Emotions recognition can help in conducting qualitative market research techniques like focus groups; in-depth interviews and other which can be used to generate customer intelligence. This paper provides a cross-disciplinary view of Intelligence. This paper proposes a machine learning-based model to accomplish the task of identifying emotions from given facial images. This paper uses a public database and divides the images into four groups. The feature extraction has been done by principal component analysis and the feature selection by fisher discriminant ratio. The classification has been done by support vector machine using k cross-validation. The accuracy, specificity and sensitivity are encouraging. The average accuracy is 0.84

Attention analysis of honey jar labels using eye-tracking techniques

Honey represents not just a specific product of animal origin, which's major part are plant products, but also the oldest sweetener of human kind. It is actually a sweet substance produced by beetles from nectar plants or from insects excreted on plants. Because of many different reasons (e.g. for trading, handling, storage), in the history of mankind, there have been introduced different forms of packaging and protective means through which this precious product could be protected. The present paper addresses consumer behaviour, focusing on the influence of packaging and labelling on young consumers aged from 20 to 35 years, especially when choosing honey. The realization of the main aim is conditional on meeting the following partial objectives - to identify the basic elements appearing on two samples of honey packaging and their impact on consumer perception, respectively to identify the differences in the perception of individual elements of the packaging, based on the respondents' gender. In the present paper, there are used different marketing research techniques, specifically the eye-tracking observation. The experiment involved exactly 12 samples of honey and finally 35 participants (18 women and 17 men). Based on the results of the authors' own work, it can be stated that the most eye-catching aspects of honey packaging are the producer's brand, as well as the variety description and name given to the honey. The least noticed aspects are the weight details of the packaging and the graphic design.

You Still Can: Recruiting mature students into higher education

This paper describes a successful higher education recruitment campaign that increased student numbers by analysing customer data and devising a strategy based on the motivations and barriers of key groups. Readers should gain inspiration to analyse their audience using various market research techniques and turning this into actionable insight, delivering tactical multichannel marketing campaigns to compel a relevant audience. The paper also shows various case studies of students from this market segment, showing the human element of the campaign.

Deniz Ticaret Odası Yıllık Sektör Raporlarının Tahminleme Yöntemleri Açısından İncelenmesi

In this study, Chamber of shipping annually reports has been examined that how much forecasting techniques were used in and whether shipping companies/intuitions practice them during the investment process and company internal decisions. Literature on forecasting techniques were reviewed. Turkish Chamber of Shipping Reports (CSR) 2013 has evaluated in terms of using the techniques. It was seen that only “average method” is used in the reports. After gathering this result four big shipping companies’ (Maersk, Msc, Uasc, Cma-cmg) manager, who are somehow or directly responsible for companies forecasting and market research issues, were interviewed The interviews were held by managers created some questions that should be asked to Chamber of Shipping in İstanbul. As a last step, we held an interview with Capt. Ahmet Tagmaç in İstanbul, who is coordinator of the report team and additionally prepared the economical evaluation chapter for the CSR and were talked about report preparation process, aims of reports, resource determination criterias and expectation of the shipping sector from the CSR. The last step of the study is to compare Turkish Chamber of Shipping report with another shipping report which was prepared in 2012 by DNV (Det Norske Veritas) which has a projection of shipping sector to 2020. We came a conclusion that when CSR was examined in respect of data quality, reliability and quantity the reports so much enough. It also has been confirmed during the interview with managers. Interviewees also highlighted the capability of the reports. However, when forecasting and market research techniques is considered, the reports are not enough. The lack of methods is interpreted by the Capt. Tagmaç that Chamber’s aim is not to make forecasts or research of any kind but to inform the sector.

Choice based diffusion model for predicting sales of mobile phones using conjoint analysis

The modeling of understanding consumers buying behavior requires a technique, which does not only incorporate the preferences of the consumers but also have the ability to trade-off between multi-characteristics products and services. This study is supported by evaluating a framework via a marketing research technique of Conjoint Analysis wherein we have shown how certain attributes of mobile phones when studied jointly can affect the overall buying behavior of the youth towards various brands taken into consideration. Further, customers' choice probabilities of the mobile phones, based on preferences have been evaluated and potential market size is determined. Also, this study has determined and forecasted the sales on the basis of choice probability and utility obtained via conjoint analysis. Customers of the mobile phone located in Delhi have been targeted for this study.

Methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience

Purpose - Through a literature review, evidence was found of the importance of sensory stimulation related to consumer experience processes, when analyzed together with variables of another nature.Design / Methodology - Traditional market research techniques and neuromarketing tools were used. Regarding traditional research, the observation technique was used, through which the purchase behavior of facial cream consumers at the sales point was explored; and a quantitative phase, through online surveys to 495 women, with the purpose of identifying elements of interest related to the purchasing decision. We worked with FaceReader, EEG and Eye Tracking, to analyze the experiences of consumers with the product and its promotion.Findings. The results present a model that incorporates the impact and attention, specific emotions and the rational argument of the consumer for the construction of a whole experience.