Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Taher Hamed
Market Research
Secondary Research
Internal Sources
Company Accounts Internal Reports and Analysis Stock Analysis Retail data Customer loyalty cards, etc.
External Sources
Government Statistics Trade publications Commercial Data ( Commercial Chambers) Household Expenditure Survey Magazine surveys Other firms research Research documents publications, journals, etc. Professional Market Research Agencies (IMS)
Primary Research
Market Research
Primary Research
First hand information Expensive to collect, analyse and evaluate Can be highly focussed and relevant Care needs to be taken with the approach and methodology to ensure accuracy Types of question closed limited information gained; open useful information but difficult to analyse
Market Research
Quantitative and Qualitative Information: Quantitative based on numbers 26% of Egyptians over 60 year olds have hypertension - doesnt tell you why, when, how Qualitative more detail tells you why, when and how!
Purpose
Market Research
Advantages of Market Research
Helps focus attention on objectives Aids forecasting, planning and strategic development May help to reduce risk of new product development Communicates image, vision, etc. Globalisation makes market information valuable
Market Research
Disadvantages of Market Research
Information only as good as the methodology used Can be inaccurate or unreliable Results may not be what the business wants to hear! May stifle initiative and gut feeling Always a problem that we may never know enough to be sure!
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Definitions
Market Research:
Determination and assessment of qualitative and quantitative dimensions of a market
Marketing Research:
Analysis of the effects of various marketing activities of a company or its competitors
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Market Research
Environmental scanning:
Physicians Pharmacists Pharmacies Hospitals
Data gathering and analysis Influence of unique aspects of the pharmaceutical market on market research:
Known list of entities Knowledge-based decisions Similarities in education and thinking (professionalization) Availability of records for transactional activity
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Pre-marketing Planning:
What physician specialties are important in a given therapy or diagnosis? What patient characteristics are important? Who are our competitors in this market? How do our competitors promote their product? Are there unsatisfied portions of the market? How do physicians perceive a proposed product?
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This can be critical in product defense situations! Example: Pfizers defense of Viagra when suits were filed alleging an increased risk of stroke.
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Promotional Media
Periodic Surveys
Physician Panels
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Periodic Surveys
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Periodic Surveys
Measures the inflow of products from the manufacturer to the hospital OTC Prescription drugs Indirect (through wholesalers) Direct purchases from manufacturers
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Warehouse Withdrawals
Does not reflect direct purchases from manufacturers Provides ability to analyze small segments of the marketplace such as zip code or territories
Periodic Surveys
Can be valuable in dealing with questions of individual territory performance and potential or different selling techniques
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Periodic Surveys
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Periodic Surveys
Tracking of new prescriptions over time and monitors changes in doctor prescribing habits
Physician Panels
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Historically used for nonprescription pharmaceuticals Data typically collected for products of interest Collect unit and L.E information at the package size level Main use is to obtain prescription counts by product Used for pricing analysis and cross-tabulation analysis using data warehouses
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Promotional Media
Periodic Surveys
Monitoring of detailing visits to physicians by sales representatives Monitoring of journal advertising Monitoring of direct mail advertising Physician sampling
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