2-1 chapter two. 2-2 1. recognize the problem or opportunity 2. find out why the information is...

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Chapter Two

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1. Recognize the problem or opportunity

2. Find out why the information is being sought

3. Understand the decision making environment

4. Use the symptoms to help clarify the problem

Can the problem become opportunity?

Any suspect motives?

Examine cultural & bureaucracy issues

Determine cause & effect relationships

The Problem Definition Process

Key Terms & Definitions

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5. Translate management problem to marketing research problem

6. Determine whether the information already exists

7. Determine whether the question can be answered

8. State the research objectives

Management support is key

Have you researched other research?

Are the objectives clear and realistic?

Include timetable and responsible party

The Problem Definition Process


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Pu

rpos

es • Define terms• Clarify problems• Develop theories• Establish priorities• Gain general information

Preliminary research conducted to increase understanding of a concept,

to clarify the exact nature of the problem to be solved, or to identify important variables to be studied.

Preliminary research conducted to increase understanding of a concept,

to clarify the exact nature of the problem to be solved, or to identify important variables to be studied.

Exploratory Studies Defined

The Decision-Making Environment


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A Research Hypothesis:

• A conjectural statement about a relationship between two or more variables that can be tested with empirical data. A claim, or argument about your theory of what is causing “X” that you will research to prove or disprove:

• “Sales are declining because of competition.”

A Research Question:

• Questioning what the researcher wants to learn without making a claim about what might be causing the issue at hand.

• “We don’t know why sales are declining, so let’s research the problem to find out.”

Research Hypothesis vs. Research Question


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The Marketing Research ProcessAn Overview


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1. Problem definition and statement of objectives

2. Creation of the research design

3. Choice of research method

4. Sampling section / plan

Does it involve hypothesis or just a statement?

Exploratory, descriptive, casual, planning, implementing, controlling

Primary vs. secondary – survey, focus groups, experiments, etc.

Probability vs. non-probability, sample size

The Marketing Research Process


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5. Data collection

6. Data analysis

7. Write and present the research report

8. Follow-up

Personal, telephone, mail, Internet, etc.

Level & scope must be determined early

Determine format, font, layout, PPTs, etc.

Were recommendations followed? Is more research needed?

The Marketing Research Process, Continued


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MarketingResearchProblem

A statement specifying the type of information needed by the decision maker to help solve the management decision problem and how that information can be obtained efficiently and effectively.

A goal statement defining the specific information needed to solve the marketing research problem.

A statement specifying the type of managerial action required to solve the problem.

1. From a Management Problem to a Marketing Research ProblemMaking the Transition


Management Decision Problem

Marketing

Research Objective

Marketing Research Problem

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• “The plan to be followed to answer the marketing research objectives.”

• It is the detailed blueprint used to guide the research study towards its objectives including what and how you will conduct the research study.

2. Marketing Research Design


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• Secondary data• Cross-sectional surveys• Longitudinal surveys• Statistical data analysis

• Confirm theories• Brand loyalty measure• Describes population• Build customer profile• Gain specific

information

Descriptive research studies answer the who, what, where, when, and how questions. It is used when one wants to gain a better understanding of the specifics or details the research issue.

Descriptive research studies answer the who, what, where, when, and how questions. It is used when one wants to gain a better understanding of the specifics or details the research issue.

Descriptive Studies Defined

Pu

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e

Key

Met

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s

2a. Descriptive Research StudiesMarketing Research Design Continued


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Cross-Sectional Surveys:

• One-time snapshots of population• Use the same survey & different sample

Longitudinal Surveys:

• Identify market trends• Use the same survey & same sample• Use tracking panels & groups

Descriptive Research StudiesMarketing Research Design Continued


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Causal Studies Defined

Pu

rpos

e

Key

Met

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Research studies that examine whether the value of one variable causes or determines the value of another variable.

Research studies that examine whether the value of one variable causes or determines the value of another variable.

• Confirm theories• Identify cause & effect• Relationships among

variables

• Surveys• Experiments• Time sequence• Secondary data• Systematic elimination

2b. Causal Research StudiesMarketing Research Design Continued


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Dependent Variable:

• A symbol or concept expected to be explained or influenced by the independent variable. One affects the dependent variable by manipulating the independent variable deemed to be associated with the dependent variable.

Independent Variable:

• A symbol or concept over which the research has some control and that is hypothesized to cause or influence the dependent variable.

Causal ResearchMarketing Research Design Continued


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Causal ResearchMarketing Research Design Continued

Concomitant Variation:

• The degree to which a presumed cause and a presumed effect occur or vary together.

Temporal Sequence:

• An appropriate causal order of events.

Spurious Association:

• A relationship between a presumed cause and a presumed effect that occurs as a result of an unexamined variable or set of variables.


Key Requirements to Demonstrate Causation

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Survey Research:• Research in which

surveys (personal, telephone, mail or Internet) are used to obtain facts, opinions, and attitudes from respondents.

Observation Research:• Typically descriptive research that

monitors respondents’ actions without direct interaction.

Experiments:• Research to measure

causality, in which the researcher changes one or more independent variables and observes the effect of the changes on the dependent.

Other Qualitative Research:• Research such as focus groups,

secondary data analyses, and case studies.

3. Choosing a Research Method


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Survey Research:• Research in which surveys (personal, telephone, mail or Internet) are used to obtain

facts, opinions, and attitudes from respondents.

Surveys


Numerous businesses such as Albertson's, Starbucks, and more offer customers enticements to complete surveys about their shopping experiences and habits via phone or Internet to obtain actionable data.

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Observation Research:• Typically descriptive research that monitors respondents’ actions without

direct interaction.

Observation Research


The Nielsen company installed boxes in a wide variety of homes to determine the viewing habits of their audience samples. The boxes recorded what shows the family watched, at what times and how often. These rating systems in turn provide actionable data to networks for programming choices and advertising rates.

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Experiments:• Research to measure causality, in which the researcher changes one or more

independent variables and observes the effect of the changes on the dependent.

Experiments


Test audiences can provide an experimental atmosphere for movie and television producers before a feature film or program is released in wide audiences. For example, when test audiences did not respond to an alternate opening for Joss Whedon’s multi-billion dollar The Avengers film, the director recut the film to change the opening sequence.

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Probability Sampling:

• A subset of the population that can be assumed to be a representative cross section of the population because every element in the population has a known non-zero chance of being selected.

Nonprobability Sampling:

• A subset of the population in which the chances of selection for the various elements in the population are not precisely known.

4. Sampling ProcedureTwo Basic Types and Size


Sample Size:• How many are needed to interview or observe?

• Survey– Interviewer

• In-person• Telephone

– No interviewer• Mail• Internet

• Observation– In-person– Machine

• Experiments

5. Collecting the Data

2-21Key Terms & Definitions

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Data Analysis:

• Use a variety of quantitative and qualitative analytical techniques.

• Interpret and draw conclusions from the mass of collected data.

6. Analysis of the Data


• Judging the quality of a report.

• Using the Internet to disseminate reports.

• Prepare a written and oral presentation to include the research objectives, methodology, key findings, limitations, acknowledgements, conclusion, and recommendations.

7. Writing and Presenting the Report


• Will the findings be used?

• Why will they be used or why not?

• It is best to minimize any conflict between the marketing department and other departments in the organization.

8. Follow Up


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The Research Request

It Includes:• Action – Decision-makers determine what action will result from the research

• Origin - Clarify/state the origin of the problem that necessitated the research

• Information – Decision-maker should detail questions to be answered

• Use - How each piece of the research will be used should be detailed

• Targeting - Determine which groups will be targeted for the research

• Logistics - Determine how the research will be done--time & budget are key

• Comments - Additional information that is relevant to the project

It Includes:• Action – Decision-makers determine what action will result from the research

• Origin - Clarify/state the origin of the problem that necessitated the research

• Information – Decision-maker should detail questions to be answered

• Use - How each piece of the research will be used should be detailed

• Targeting - Determine which groups will be targeted for the research

• Logistics - Determine how the research will be done--time & budget are key

• Comments - Additional information that is relevant to the project

An internal document used by large organizations that describes a potential research project, its benefits to the organization, and estimated costs. It must be formally approved before a research project can begin.


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Can the Question Be Answered

Avoid Nice-to-Know Syndrome• Action – If no action can result from the research

• Origin – If the origin is merely a curiosity

• Information – If the decision maker has not clarified the question

• Use – If the research is not detailed

• Targeting – If no target groups have been identified

• Logistics – If the question is not thought out or attached to an unrelated research request

Avoid Nice-to-Know Syndrome• Action – If no action can result from the research

• Origin – If the origin is merely a curiosity

• Information – If the decision maker has not clarified the question

• Use – If the research is not detailed

• Targeting – If no target groups have been identified

• Logistics – If the question is not thought out or attached to an unrelated research request

When developing the research request and subsequent proposal, a key to success is whether the research provides actionable data. In these circumstances you must revisit the request.


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The Request for Proposal (RFP)

A solicitation sent to marketing research suppliers inviting them to submit a formal proposal including a bid.

It Includes:

• The background of the research problem or issue

• The goals and objectives of the hiring firm

• The methodology the firm wants you to follow--sometimes with your input

• The scope and timetable of the work to be performed

• The total project cost

• Instructions like the report format, whether they want you to present it, etc.

It Includes:

• The background of the research problem or issue

• The goals and objectives of the hiring firm

• The methodology the firm wants you to follow--sometimes with your input

• The scope and timetable of the work to be performed

• The total project cost

• Instructions like the report format, whether they want you to present it, etc.


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Engaging Top Management

Suppliers of the research must verify the goals and desires with top management or the decision maker.

Top managers must make time to work with the researcher:

• Research projects must be designed around providing actionable data

• The decision maker knows what information they can act on

• Designing a research project takes finesse and an understanding of the end goal

• Without top management support, the company and the researcher may be wasting time and resources.

Top managers must make time to work with the researcher:

• Research projects must be designed around providing actionable data

• The decision maker knows what information they can act on

• Designing a research project takes finesse and an understanding of the end goal

• Without top management support, the company and the researcher may be wasting time and resources.


Includes the following:

• Title Page

• Statement of the Research Objectives

• Study Design

• Areas of Questioning

• Data Analysis

Marketing Research Proposal

• Personnel Involved

• Specifications and Assumptions

• Services

• Cost

• Timing


Includes the following:

• Maintains client confidentiality

• Is honest

• Responsive to client needs

• Provides high-quality output

• Delivers against project

specification

What to Look for in a Supplier

• Is flexible• Is punctual

• High-quality control

standards

• Customer oriented

• Good

communication


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The Benefits of a Research Proposal


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Summary

1. Identification of problem or opportunity and the statement of the

marketing research objectives.

2. Creation of the research design

3. Choice of the method of research

4. Selection the sampling procedure

5. Collection of data

6. Analysis of data

7. Preparation and presentation of the research report

8. Follow-up

The steps in the market research process are:

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• Opportunity Identification• Situation Analysis• Exploratory Research • Experience Surveys• Case Analysis• Marketing Research Problem• Marketing Research Objective• Management Decision Problem• Hypothesis• The Marketing Research Process• Research Design• Descriptive Studies• Cross-Section vs. Longitudinal

• Casual Studies• Dependent Variable• Independent Variable• Temporal Sequence• Concomitant Variation • Spurious Association• Survey Research• Observation Research• Experiments• Probability Sample• Nonprobability Sample• Research Request• Request for Proposal• Research Proposal

Links and button are active when in “Slide Show Mode”Key Terms & Definitions

2-1 chapter two. 2-2 1. recognize the problem or opportunity 2. find out why the information is...

Documents

marketing research problem

research hypothesis

management problem

research design

research report

choice of research method

statement of objectives

type of information