Marketing Research Vs Market Research

Hey guys , have you even wondered what’s the difference between market research and marketing research?

We all know our topic 5 is Marketing Research., not market search? We have learned in the class that there are three types of basic marketing research; descriptive, causal and exploratory. Some says two; Exploratory and Conclusive research (descriptive and causal)

Now I found two articles talking about Marketing research VS market research

One article, Market Research is a more narrow concept because it is research focused on a specific market. Marketing Research: Getting information about product and consumer preferences. Market Research: Getting information about place–customer, competition and the industry in general.

Other article  says, Market research is broader talk about e.g like market trends (political, economic, social, technology, etc.), market players (e.g. direct and indirect competition), target market attributes, customer wants and needs, etc.

Marketing Research- refers to marketing mix (product, promotion, place, price) and consider the types of research that relate to one of the four P’s

Which Terms is More Widely Used?

 How do “the officials” define these two terms?

Before we finish beating this horse, let’s take a look at how two professional organizations define these terms to see if they are consistent with the views explained here:

The American Marketing Association defines “Marketing Research” as “the systematic and objective identification, collection, analysis and dissemination of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.”

ESOMAR (European Society for Opinion and Market Research) defines “Market Research” as “the systematic gathering and interpretation of information about individuals or organisations using the statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making.”

Most of students here talk about Market research? Because we talk about individuals or organisations- eg. Microsoft Windows 10 , Machdonal etc ? However, the definition of ‘Market Research” as “the systematic gathering and interpretation of information about individuals or organisations but our topic is Marketing Research? Did I/we misunderstand? Or It does not matter it is the same?

Please share your thoughts

sources

https://www.qualtrics.com/blog/market-research-v-marketing-research/

http://www.mymarketresearchmethods.com/market-research-marketing-research-difference/

How private is your data? It’s no longer only ‘Big Brother’ who is watching…

Do you know what information is being collected by companies when conducting market research? How many of you read the ‘terms and conditions’ when installing a new program or accepting a service? Techworm (2015) states that 99 out of 100 users do not do so.

Finnish security firm F-Secure conducted a study in London by setting up a Wi-Fi network to see what information people would share. One of the clauses in the terms and conditions read “In using this service, you agree to relinquish your first born child to F-Secure, as and when the company requires it. In the event that no children are produced, your most beloved pet will be taken instead. The terms of this agreement stand for eternity”. While the results of the F-Secure experiment are amusing, it does demonstrate that perhaps users should read the terms and conditions more closely so they are not agreeing to provide access to information that they would not necessarily normally agree to.

Here, we discuss Microsoft’s collection of user data with their release of Windows 10 and Bing Pulse.

Microsoft officially launched Windows 10 on 29 July 2015 in 190 countries. As part of the release, Microsoft offered registered users a free upgrade from Windows 7 or Windows 8.1 with the offer being available for one year.

Why would Microsoft sacrifice potentially billions in revenue by offering users a free upgrade to their latest product? Writing for Forbes, Kelly (2015) cites public relations, establishing the platform, and improved security as possible reasons. However, perhaps a darker motivation behind the offer is the amount of data that consumers are unwittingly agreeing to provide Microsoft access to in accepting the privacy policy and terms and conditions:
“When you acquire, install and use the Program software and services, Microsoft collects information about your use of the software and services as well as about the devices and networks on which they operate. Examples of data we may collect include your name, email address, preferences and interests; location, browsing, search and file history; phone call and SMS data; device configuration and sensor data; voice, text and writing input; and application usage.”

In case you missed it, by installing Windows 10, you are allowing Microsoft to access your call and SMS data, including the details of your phone calls, and anything you type on your device. Microsoft states their reasons for collecting this data is to “improve and personalise Microsoft products and services”. This data may also be shared with Microsoft’s partners to “improve how their products and services work with Microsoft’s products and services”. We’ll discuss this further shortly.

Microsoft has also recently launched a Pulse for Market Research campaign as an extension of the Bing product line. It, too, is available for free and offers more advanced features.  This is marketed as a self-service solution for surveys that allows “real-time market research solution for surveys, live content rating, and response groups of any size”.

Murphy (2015) states his key takeaways from this news for the market research industry are:

• Further disruption from big, data-driven tech giants of the data collection piece of market research;
• The possibilities for platform extensions via Office, Cloud, XBox, Skype, Windows, and all of the other various offerings that Microsoft owns could drive fast adoption;
• Microsoft has been suspected as a possible suitor for SalesForce, Qualtrics and Survey Monkey so the potential integration of any of those three platforms could be monumentally disruptive;
• The further “democratization” of research via even more DIY solutions.

Bing Pulse provides a modern way of polling users and it does open our eyes to the possibilities in how user-friendly market research can be. However, it would come as no surprise that users (both producers and respondents) of Bing Pulse are also providing Microsoft with access to a significant amount of data, but Microsoft states they do not collect information about users but are storing information provided in response to a producer’s questions. Microsoft claims that the data collected will not be personally identifiable and states that this information is to be used to improve and personalise their services.

As you can see, Microsoft is collating a significant amount of user information in the name of ‘improving and personalising services’. If and when Microsoft is able to utilise the potential of this data, the future certainly does look bright.

However, is there a legitimate market research purpose behind Microsoft capturing the details of a phone call about what’s for dinner?

So what do you think? Will the amount of data being collected by Microsoft become the new norm? Does this unreasonably impose on our privacy?

References:
Kelly, G 2015, ‘Why Windows 10 is Now “Free” For Everyone [Update: Microsoft Speaks Out!]’, retrieved 18 August 2015, <http://www.forbes.com/sites/gordonkelly/2015/06/22/why-windows-10-upgrade-is-free-for-all/>.
Microsoft 2015, ‘Bing Pulse’, retrieved 22 August 2015, <https://pulse.bing.com/research-announcement/>.
Microsoft 2015, ‘Bing Pulse FAQ’, retrieved 22 August 2015, <http://pulse.bing.com/faq/>.
Microsoft 2015, ‘Privacy Statement’, retrieved 20 August 2015, <http://windows.microsoft.com/en-au/windows/preview-privacy-statement>.
Microsoft 2015, ‘Upgrade to Windows 10 for free’, retrieved 22 August 2015, <http://www.microsoft.com/en-au/windows/windows-10-upgrade>.
Murphy, L 2015, ‘Microsoft Aims to Disrupt Market Research: Here is the Scoop and What it Means for the Future’, retrieved 20 August 2015, <http://www.greenbookblog.org/2015/07/21/microsoft-aims-to-disrupt-market-research-here-is-the-scoop-and-what-it-means-for-the-future/>.
Preece, C, Millman, R, Shepherd, A, McCallion, J, Hopping, C, Donelly, C and Suleman, K 2015, ‘Windows 10 release date, features, devices and free upgrade: Everything you need to know about Microsoft’s new OS’, retrieved 22 August 2015, <http://www.itpro.co.uk/operating-systems/23119/windows-10-release-date-and-specs-4>.
Techwom 2015, ‘Microsoft’s Windows 10 has permission to watch your every move’, retrieved 16 August 2015, <http://www.techworm.net/2014/10/microsofts-windows-10-permission-watch-every-move.html>.

Recipe to Riches

Ever had a great home recipe that everyone loves? Something you believe could be sold to the masses? Recipe to Riches is a television show started in 2013 which takes much-loved home recipes from everyday Australians and turns them into top selling products on the shelves of Woolworths. Competitors cook their dishes, create a brand for their product and devise strategies to launch it to the public. The contestants are mentored by Carolyn Creswell, owner of Carman’s Fine Foods, David Nobay, an advertising industry expert (or marketing guru Russel Howcroft in 2014 series), and chef Darren Robertson. The mentors are joined by a representative from Woolworths supermarkets to decide the winning product, which will be made available for sale in Woolworths the day after the episode airs.

Competitors from across the country bring their home cooked meals to one of the nationwide open casting calls. The open casting call is where the home cook presents their dish in front of a panel of judges. If the judges like the recipe they are given a gold card that tells them they are up for consideration to become a finalist on the show.

Each week a different category of food is up for challenge, in the 2014 series, the categories are:

• Desserts
• Mains
• Bite-size
• Breakfast
• Innovation
• BBQ
• Baking

There are three contestants in each category, and they need to survive all four rounds so that their product can be up at the supermarket shelves for one week.

Round 1 – Commercial kitchen batch up

Here is to test whether the home-cooked recipe can be batched up in large volumes without losing the flavour, look and consistency. Only two contestants will survive after this round.

Round 2 – Turn a recipe into a brand

Marketing experts come in to do more than taste testing. They have to get to know the contestants personally; to understand their history, psychology and inspirations; to market their products. The backstories around people: where their ideas come from and how we can use that backstory to create a marketing story; is an interesting progress. The ideas from these passionate people aren’t worth anything until they get made. These people think their ideas are awesome — but in the end it is about getting it to market.

In this round, the contestants will decide on the segment they are going to target and develop the kind of image (name, colour, icon and message) and packaging they are going to use.

Round 3 – Launching a product

Both products will have a trial product launch on the street. In here, people can have a taste of their products and the contestants need to get genuine feedback on both the brand and the product. Contestants hand out a paper survey for the feedback to be provided.

Round 4 – Woolworths evaluate customer feedback

Woolworths prepares a focus group consisting of a panel of expert taste testers who will have the final discussion about the two products, and decide which one is more practical to go to market and would likely succeed.

The winner of each category will compete against each other at the final episode; the best selling one will receive the ultimate prize of getting a permanent spot in the supermarket.

Round 2 to 4 involves a lot of market research in the area of food marketing. Examples are:

• Conducting a survey on the street regarding brand name or brand image
• Collecting feedback at the trial launch, it requires a lot of interaction with the public
• Identifying the target segment and identify which section of the supermarket the product should belong to
• Which colour and style to use in the packaging
• What to name the product, some words cannot be used commercially
• Devise a sales tactic that will best attract people to the product
• Using a panel of expert taste testers to gather genuine feedback, knowing what customers want

It’s not an ordinary cooking show; it’s about how well you can market your product into the public.

Recipe to Riches | Season 2, Episode 1 | Full Episode

http://www.smh.com.au/entertainment/tv-and-radio/brisbane-tradie-michael-cainero-wins-recipe-to-riches-20141210-1242c3.html

http://www.news.com.au/entertainment/tv/gruen-panellist-russel-howcroft-joins-recipe-to-riches-judging-panel/story-fn8yvfst-1227090164094

http://www.news.com.au/entertainment/tv/michael-cainero-king-of-sausages-crowned-recipe-to-riches-winner/story-fn8yvfst-1227150771682

Mobile Market Research

GROUP 179

Why it is happening? Consumer behaviour change – mobile and tablet

Today smartphones do so much, they take high quality pictures, video footage and they can direct us quickly and easily to places. We love our social media and use it regularly, we put out there our opinions and reflections and now get bombarded with advertising based on what we have liked and where we have made comments.

In 2012 to 2013 traffic to marketing surveys from mobile devices in the US and Europe increased from 23% to 43%. Although some of this trend can be related to ‘unintended mobile respondents’, or the completion of surveys not designed for mobile use, does this show that we want to complete surveys when and where we are instead of waiting until we get home to use our PC? Is this a result of the ‘on demand’ society?

Does the statement “Consumers want the choice and ability to complete a survey when and where they want and on a device of their choice” ring true for you?

Studies have also shown that mobile survey responses are received faster than computer responses. Is that because we carry our smartphones all the time?

Worldwide smart phone boom is revealed in striking contrast with the debut of Pope Francis in 2005 compared to Pope Benedict in 2013 at St Peters Square, Vatican City.

Most mobile respondents use their smartphones rather than a tablet. This is a reflection of higher smartphone ownership, but most respondents have been shown to complete the surveys at home. Has our smartphone overtaken the trusty PC or laptop?

What is happening now?  Overview of todays market research capabilities

From a Marketers perspective Mobile surveys provide a great deal of opportunity for collecting more relevant data, more frequently.  New mobile tools have emerged; SMS invites, passive data collection, GPS data collection, bar code scanning and visual data capture.  

Participative research is huge via the mobile device. The ability to gain deeper insights into people’s lives by getting them to take part in an activity. Mobile devices easily enable consumers to take a video, picture or send a text message as part of a Market Research program.  

At any given time across YouTube, Facebook and Twitter, you’ll see Marketers running competitions asking consumers to engage with their brands by sharing a video, picture or text message.  

Sites such as UserTesting.com allow Marketers to under go User Testing quickly and easily via video feedback from real people as they engage with their platforms.  

Twitter and Unmetric have recently announced the launch of an App called Sense that allows markets to monitor their competition in real time, via a live stream of campaign images, videos and hashtags. Review the full article here.

This could possibly be the most exciting and dynamic time within the market research industry. What other benefits are Market Researchers seeing from the rise of mobile?

How far can market research go before it becomes a privacy issue?

These new market research practices come with ethical concerns. In particular around privacy and what is ‘informed consent’. Informed consent is the permission granted in full knowledge of the possible consequences.

• With today’s mobile capabilities, are consumers providing informed consent?
• How far can market research go?
• Is there a privacy issue now?
• What will the future of Market Research look like?

We have attached a brief survey of some “mobile” market research questions. Please click on the link http://jtedgehill.polldaddy.com/s/market-research to give us your thoughts. Please make sure you click “Finish Survey” once you are done.

Enter Categories

Dear Students,

Please ensure while posting that you select the relevant category/week/topic.

Kind regards,

MPK732 Team