NIKE MARKETING RESEARCH

BUS 339: Marketing Research

Willy Kappie
BACKGROUND INFORMATION
30 percent market share worldwide
Outstanding revenues of $19 billion
a year
Largest seller of athletic footwear,
athletic apparel, and others athletic
gear in the world.
Products: Nike Golf, Nike Pro, Air
Jordan, Team Starter etc.
Subsidiaries brand: Bauer, Cole
Haan, Hurley International, and
Converse.
Hometown & Headquarter: Oregon
NEED FOR A MARKETING RESEARCH
Opportunity of Market share extension
Conduct a research to find out opportunities of
market share extension while maintaining a positive
image
MANAGEMENT PROBLEM DEFINITION
Expansion of the current market share on
other products while maintaining a positive
image and staying faithful to their mission
statement and beliefs.
PROBLEM DEFINITION
Determine market extension opportunity through a
well organized and conducted research.
RESEARCH OBJECTIVES
Identifying the factors that keeps Nike in the top of the market
Determine the reason why customer sees Nike has the best in the
market
Collect data from customer and retailers that would help expand Nike
market
Determine the reason of previous increase of market share
Determine some ways of improvement and innovation of products
Determine if there is any products that customers would want Nike to
carry
Analyze the overall market, Strength, weakness, opportunities and
threats.(SWOT)
RESEARCH DESIGN
Steps:
Define the information needed
Determine whether the research need exploratory,
conclusive, descriptive and/or causal research
Construct questionnaires
Determine and use sample and finally determine
the plan of data analysis

Conclusive research/Descriptive
CHARACTERISTICS OF DESCRIPTIVE
RESEARCH
Produces clearly defined information,
Formal and structured process
Large sample and representative group
Use quantitative research over qualitative research
because quantitative research seeks to quantify the
data.
Conclusive evidence based on large, representative
samples and involves some form of statistical
analysis
INFORMATION TYPES & SOURCES
Secondary data and information - Current
position in the market
Customer databases
Buying percentage
Sales records,
Products feedback
Primary data - Determine opportunities
Surveys
Questionnaires
Interviews etc.
METHODS OF ACCESSING DATA
Internal data
Customer databases
Data warehouses and data mining and CRM
Database marketing
External data
Business or nongovernment
Government
syndicated services
Social Media
Facebook
Twitter
Youtube
(Comments, discussion, post. Fan page etc.)
DATA COLLECTIONS & FORMS
Survey(physical and online survey)
Audit services
Purchases panels
Media panels
CAPI or Computer Assisted Personal Interviewing
Retailing and distributors stores
Agencies and Organizations
SAMPLE QUESTIONNAIRE
1. How would you describe the brand Nike?
2. If you were to describe Nike with one word what would it be?
3. What do you think make Nike a successful company and market leader?
Products offered
Marketing and advertising campaign and endorsements,
style of products
Brand values
Prices
Variety of products
Quality of products
Innovation
availability of products
Others..
4. Who do you think is the Nike main Nike competitors and explain the reason for the
answer.
5. What do you think was the most innovative Nike products in the past years?
6. What are example of products improvement that would be successful for Nike in their
market?
SAMPLE PLAN & SIZE
Broad sample size
2000 to 3000 along with a test-market
audits
50 to 200 stores

Nike has time and money so they can
afford a big sample size
DATA COLLECTION
Steps:
selection of the fieldworkers
Training of fieldworkers
Supervision of fieldworkers
Validation of fieldworkers
Evaluation of fieldworkers

Design a site or server that would automatically
collect all the answers from surveys and even
classify them according to areas of interest
Retailing and distributors stores
Agencies, governments, organizations

DATA ANALYSIS
Steps:
Preliminary plan of data analysis
Questionnaire checking
Editing
Coding
Transcribing
data cleaning
variable respecification
selection of data-analysis strategy.
Final Hypotheses