marketing research lecture

Power Point Slides by Ronald J. Shope in collaboration with John W. Creswell

MARKETING RESEARCH

Educational Research 2e: Creswell

MARKETING RESEARCH

• Marketing Research is the systematic design of data collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

Burns and Bush Definition)

• Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem

AMA definition

• Marketing research: the function that links the consumer, customer, and public to the marketer through information – information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve the understanding of marketing as a process.

Market Research vs. Marketing Research

• Market research: the “systematic gathering, recording, and analyzing of data with respect to a particular market, where ‘market’ refers to a specific group in a specific geographic area.”

What are the uses of Marketing Research?

• Identify marketing opportunities and problems

• Generate, refine, and evaluate potential marketing actions

• Monitor marketing performance

• Improve marketing as a process

MARKETING RESEARCH PROCESS

Define the problem and research objectives

The formulation of the problem is often more essential than its

solution.”

The Importance of Properly Defining the Problem

• Properly defining the problem is the most important step in the marketing research process.

• If the wrong problem is defined, all the remaining steps in the marketing research process are wrong.

Define the Problem

• Two sources of problems:– A problem exists when a gap exists

between what was supposed to happen and what did happen, i.e., failure to meet an objective.

– An opportunity occurs when there is a gap between what did happen and what could have happened…called an opportunity.

–Focusing on uncovering the nature and boundaries of a situation or question related to marketing strategy or implementation

Determining what information is needed and how that information can be

obtained efficiently and effectively.

Power Point Slides by Ronald J. Shope in collaboration with John W. Creswell

Uncertain Aware Certain

(VAGUE)

Exploratory Descriptive Casual

Research ResearchResearch

Three major types of research studies

The degree of decision certainty influences Problem Definition & Type of Research

Exploratory Descriptive Causal Research (Unaware of Problem) (Aware of Problem) (Problem Clearly Defined)

“Our sales are declining “What kind of people “Will buyers purchase .& we don’t know why? are buying our product? our product in a new ? package?

Degree of Problem Definition

Uncertainty Influences the Type of Research

AMBIGUITY Specific Certainty

Marketing Research ProcessStep 1. Defining the Problem & Research Step 1. Defining the Problem & Research ObjectivesObjectives

ExploratoryResearch

Small scale surveys,focus groups, interviews

DescriptiveResearch

Larger scale surveys, observation, etc.

CausalResearch

Experiments

Tests hypotheses about cause- and-effect relationships

•Tests hypotheses about cause- and-effect relationships.

Gathers preliminary information that will help define the problem

and suggest hypotheses

Describes things such as market potential for a product, consumer attitudes, actual behavior

II- develop the research plan

• Steps in research plan development :

– Determine specific information needs

• Data sources• Research approaches• Research instrument• Sampling plan• Contact methods

Primary Versus Secondary Data

• Primary data:• information that is developed or gathered by the researcher specifically for research project at hand.• Secondary data: information that has previously been gathered by someone

other than the researcher and/or for some other purpose than the research project at hand.

Classification of Secondary Data

• Internal secondary data are data that have been collected within the firm such as sales records, purchase requisitions, and invoices.

– Internal secondary data is used for database marketing.

Types of Secondary Data

Internal Data – Internal databases (files, records, reports, etc.)

Database: Records Fields

Sales records

Scanner data

Sales reports

Data mining

External Secondary Data

• Published: are sources of information prepared for public distribution and normally found in libraries or a variety of other entities such as trade organizations.

SECONDARU DATA COLLECTION

• INTERNET: • WWW now greatest repository of information

the world has seen.• Secondary sources of data on line

Table 5-1: Secondary-Data Sources

Secondary-Data Sources

A. Internal Sources

Company profit-loss statements, balance sheets, sales figures, sales-call reports, invoices, inventory records, and prior research reports.

B. Government Publications• Statistical Abstract of the United States• County and City Data Book• Industrial Outlook• Marketing Information Guide

C. Periodicals and Books• Business Periodicals Index• Standard and Poor’s Industry

Categories of Research

• Quantitative research: research involving the use of structured questions in which response options have been predetermined and a large number of respondents involved

• Qualitative research: research involving collecting, analyzing, and interpreting data by observing what people do and say

Research approaches

• Primary data can be collected in five ways.

• Observation

• Focus group

• Survey

• Behavioral data

• experiment

Observation Techniques

• Observation methods: techniques in which the researcher relies on his or her powers of observation rather than communicating with a person in order to obtain information

Focus Groups

• Focus groups are small groups of people( six to ten) brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem

Focus Groups

• The moderator’s task is to ensure that open discussion is “focused” on some area of interest.

• Focus groups are used to generate ideas, to learn the respondents’ “vocabulary,” to gain some insights into basic needs and attitudes.

survey

• A survey is gathering of primary data by asking people question about their knowledge. Attitude,preferences and buying behavior.

Behavioral data

• Purchasing behavior can be seen by store scanning data, catalog purchase record, customer data base.

Experiment research

• The gathering of primary data by selecting matching group of subjects, giving them different treatment, controlling related factors, and checking for differences in group responses.

• It tries to explain cause and effect relationship.

Research instruments

• Two main instrument in collecting primary data

• Questionnaire

• Mechanical devices

What is a Questionnaire

• A questionnaire is the vehicle used to pose the questions that the researcher wants respondents to answer.

• Questionnaire design is a systematic process in which the researcher contemplates various question formats, considers a number of factors characterizing the survey at hand, ultimately words the various questions very carefully, and organizes the questionnaire’s layout.

Types of questionnaire

• Open-ended questions :Respondents express opinions, ideas, or behaviors in their own words.

• This captures the “voice” of respondents.

• Closed-end or fixed alternative questions :The simplest form of a fixed alternative question is the dichotomous question, which allows only a “yes” or “no” response

Mechanical instruments:

• Mechanical devices are used in marketing research.

• Eyes camera study respondent eye movements to see where their eyes land first and how longer they linger on a given item?

• An audiometer is attached to television set in participating homes to record when the set is on and to which channel it is tuned.

Marketing Research ProcessStep 2. Develop the Research PlanStep 2. Develop the Research Plan- Primary Research- Primary Research (pp. 157)

Who is to be surveyed?

“sampling unit”

How many should besurveyed?

“sample size”

How should the sample be

chosen?

“sampling procedure”

• SamplingSampling PlansPlans

NOTE: Typo on Table 5.4 –

Corrected on next slide

Sample =representative segment of the

relevant population

• A segment of population selecting for marketing research to represent the population as whole.– Population—all the

elements, units, or individuals of interest to researchers for specific study

– Sample—a limited number of units chosen to represent the characteristics of a total population

Sampling plan

• Sampling unit: who is to be served?

• Define the target population that will be sampled.

• Sample size:how many people should be served?

• Sampling procedure: how should the responded be chosen?

• Probability and non probability sample

Probability sampleProbability sample

• Probability sampleProbability sample –• each population member has a known

chance of being included in the sample

• Simple random sample – every member of the population has a known and equal chance of selection

• Stratified random sample – the population is divided into mutually • exclusive groups (e.g., age groups), and random samples are

drawn from• each group

• Cluster (area) sample – the population is divided into mutually exclusive

• groups (e.g., blocks), and the researcher draws a sample of the groups to

• interview

Nonprobability sample

• Convenience sample – the researcher selects easiest population members

• from which to obtain information

• Judgment sample – the researcher uses his/her judgment to select

• population members who are good prospects for accurate information

• Quota sampleQuota sample – the researcher finds and interviews a prescribed number of

• people in each of several categories

Contact method

• Mail

• Telephone

• Personal

• On line interviews

Step III- collect the information

• At this stage the researcher is ready to go into the field and collect data

Analyze the information

• Extract finding from collected data

• Tabulate the data and develop frequency distribution.

• Averages are computed for major decision

• Use advance statistical and techniques and decision models in discovering additional findings.

Present the Findings

• After the data are analyzed, the researcher must draw conclusions from the findings and present the findings in a comprehensible manner.

• When summarizing and presenting a research project, the best guide is to keep it simple and ‘accessible’ to the reader of the report.

• The temptation for the researcher is often to rely too heavily on statistics and this can very rapidly lose the attention and interest of the client.

• Oral presentation • Written Report

• Probability samples: ones in which members of the population have a known chance (probability) of being selected into the sample

• Non-probability samples: instances in which the chances (probability) of selecting members from the population into the sample are unknown

Contact method

• Mail questionnaire :

• Personal interviewing

marketing research lecture

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