Saitama-2015

Ray

Ray Poynter’s Marketing Research and Social Communication Course

April-July 2015

This page has been created to gather together material for the course. The comments section of the page is open and you are invited to use it for comments.

Please Note! There will be an extra session on Friday 24 July,  from 2:45pm to 4:0pm. This session is optional and we will cover topics that you want to review. We will be covering mobile market research as part of this session.

Scroll down the page to see the lessons, or click on the lesson name in the table below to go straight to that lesson.

1. What is market research and why do businesses use it? 2. Introduction to Quantitative Research 3. Introduction to Qualitative Research
4. Beyond Traditional Approaches 5. Social Media Research 6. From data tables to storytelling
7. Concept and product tests 8. Understanding markets 9. Customer satisfaction
10. Brand and advertising tracking 11. Research communities 12. Research in a mobile world
13. More Quantitative Research 14. More Qualitative Research 15. Linking market research to business needs and objectives

Lesson 1, What is Market Researchand why do organisations use it?
April 10, 2015
Where does market research fit into the business process, e.g. risk reduction, mapping the space, design and ideation. The overarching structure: Quantitative, Qualitative, and other (e.g. desk research).

Click here to download the lecture notes

Links to videos and resources used in the lecture:

Lesson 2, Introduction to Quantitative Research
April 17, 2015
What are surveys, how do they work, what are the basic requirements, and where do the participants (respondents) come from? Why does sampling matter and where does ethics fit into the picture?

Click here to download the lecture notes

Click here to access the Millward Brown multi screen video

Lesson 3, Introduction to Qualitative Research
April 24, 2015
Focus groups and depth interviews explained. The qualitative paradigm. Online versus face-to-face approaches. Beyond focus groups and depth interviews.

Click here to download the lecture notes.

Links to videos used in Lesson 3

4. Beyond Traditional Approaches
May 08, 2015
Quantitative approaches such as online analytics, people meters, and passive data. Qualitative approaches such as semiotics and smartphone and digital ethnography. In addition, other approaches such as desk research.

Click here to download the lecture notes.

Links used to resources used in Lesson 4

5. Social Media Research
May 15, 2015
Using social media for market research, including social media listening, netnography, and the integration of social media with conventional research.

Click here to download the lecture notes.

The class task for Lesson 5. Before the lesson, find out three pieces of information about Ray Poynter from the internet/social media. Also, find out three pieces of information about ESOMAR from the internet/social media. At the lesson everybody will be asked to reveal one of the things they have found.

Links to videos and resources used in the lesson

6. From data tables to storytelling
May 22, 2015
Linking the reporting process to the business objectives so that decisions are supported and impact created.

Click here to download the slides.

Class online task: Watch this TED video with Hans Rosling (you might need to watch more than once). At the lesson I want you tell me the main story that Hans Rosling is telling with data.

Resources from the lesson:

7. Concept and product tests
May 29, 2015
Using market research to develop ideas, test ideas, and make sales forecasts – utilising online, social, and mobile approaches.

Click here to download the presentation for this lecture.

Resources for the lecture:

8. Understanding markets
June 5, 2015
Usage and Attitude studies (U&A), segmentation, consumption data – utilising online, social, and mobile approaches.

Click here to download the lecture notes.

Class online task: Please complete this survey, before Thursday, click here to launch survey.

Resources used in the lesson

9. Customer satisfaction
June 12, 2015
Satisfaction with an event and tracking product and service satisfaction over time – utilising online, social, and mobile approaches.

Lecture notes for lesson 9

Resources used in the lesson:

Class online task – to be completed before lesson 9:
In groups of 3 or 4, find out some information about the Japanese kombini market from – you will have up to five minutes to report back.

Use

  • Published sources
  • Social Media
  • Other

You can use the board, PowerPoint, Word, or something else. If you want to present it on the screen, bring it on a data stick with you.

10. Brand and advertising tracking
June 19, 2015
Measuring and tracking brand awareness, brand attitudes, usages, and advertising awareness and impact – utilising online, social, and mobile approaches.

Click here to download the the lecture notes

Class Task

Design a study to measure satisfaction with the Saitama University Cafeteria. Note, you do NOT need to do the study, you just need to design it.

  • Work in groups of 3 or 4 people.
  • At the lesson you will describe your design
  • Expect to speak for up to 5 minutes
  • You can use PowerPoint, Word, write on the board, or anything else you think will work for you
  • If you are using something like PowerPoint or Word, bring the file with you on a data stick or email it to me

Resources

11. Research communities
June 26, 2015
Using online and mobile research communities to provide research, looking at short-term versus long-term communities, and communities that focus on qualitative versus those that provide quantitative and qualitative research.

Click here to download the lecture notes

Class Task – Before Lesson 11

  • Read Chapter 8 from the textbook, Communities

Resources

12. Research in a mobile world
July 3, 2015
Reviewing how smartphones and tablets are reshaping market research, including the use of apps, geolocation, and apps.

Click here to download the lecture notes

Resources

Class task – Before Lesson 12
Read Chapter 19, Mobile Research, before Lesson 12

In groups, please pick one of the research questions below. In the lesson please give me a brief description of how you would conduct the research. Note, we are NOT looking for a detailed description, just a one minute outline of what you might do.

The four projects are:

A. You own a chain of stores/shops (for example Seibu or FamilyMart). You notice fewer people shop in the back left corner. How will you find out why?

B. You are Telstra (the largest Australian telephone company). You want to change the ways bills are organised, making it easier for customers to pick the right option. How will you research it?

C. You are Kirin, the distributor for Pepsi. You have 10 new ideas for flavours, but you can only launch 2. How will you pick which 2?

D. You are ANA airline and you want to measure the satisfaction of your business flyers, how will you do it?

13. More Quantitative Research
July 10, 2015
Reviewing the key points about conducting quantitative research in a digital world, including questionnaire design, sample sources, and creating impact from the analysis.

Click here to download the lecture notes

Resources

Class task before lesson 13:
Revise Quantitative Research before Lesson 13

14. More Qualitative Research
July 17, 2015
Reviewing the key points about conducting qualitative research in a digital world, including study design, sample sources, and creating impact from the analysis.

Click here to download the lecture notes.

Class Task before lesson 14:
Revise Qualitative Research before Lesson 14.

Resources

15. Linking market research to business needs and objectives
July 24, 2015
Reviewing the role of market research in the business process and strategies for turning analysis into insights that use storytelling to create impact.

Click here to download the lecture notes.

Class Task before lesson 15:
Review the course to date and decide what items you are unclear about. Ask about these items in Lesson 15.

Resources:

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