marketing research process marketing research is systematic and objective it is not haphazard
Post on 01-Jan-2016
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Marketing Research Process
R esearch R ep ort
A n a lys is & In te rp re ta tion o f D a ta
S am p le D es ig n & D ata C o llec tion
D es ig n o f D a ta C o llec tion M eth od & F orm s
R esearch D es ig n
P rob lem F orm u la tion
Notes on the Research Process Not a Simple Process Steps do not Take the Same Amount of Time Objective is Information for Decision Making
(not Completing a Report) Key is to develop a design which minimizes
“Total Error” Total Error = Sampling Error + Non-sampling
Error Cannot calculate non-sampling error
Problem Formulation
Key is to define the problem Problem Definition – broad statement of the general problem
and identification of research problem Requires Interaction Between Researcher &
Manager Specification of Management & Research
Objectives What information is needed?
Development of Hypotheses (in the “Ideal World”) Statement of what we think the answer might be
May require “research”
Research Design
Exploratory Research -- Help Define Problem and/or Develop Hypotheses
Descriptive Research -- Describing the Marketplace
Causal Research -- Developing Cause-and-Effect Statements
Research Design
Exploratory Research Research completed to help reduce the ambiguity
of a problem and/or specify hypotheses Often performed without applying purely
“scientific” principles Typically return to “Problem Formulation” stage
when this step is completed
NOTE: In recent times researchers are using exploratory methods for descriptive studies (more on this next week)
Research Design
Descriptive Research Research used to describe the characteristics of
a population Key is to make sure that you utilize a
representative sample of the population
Research Design
Causal (Experimental) Research Research used to identify cause-and-effect
relationships Scientific principles must be carefully employed
(i.e., experimentation) More than saying “if x happens, y is likely to
occur” (concomitant variation) Want to say “x causes y”
Design of Data Collection Method & Forms Secondary vs. Primary Data
Secondary Data -- data collected for purposes other than the focal study, but applied to the present problem (e.g., Nielsen Television Ratings)
Primary Data -- data gathered exclusively for the study at hand (e.g., Customer Satisfaction Study for Maytag Neptune)
Design of Data Collection Method & Forms Communication (Survey) vs. Observation
Communication (Survey) Involves communication with a set of respondents
Observation Monitor the actions of a set of respondents
Advantages of each?
Sample Design & Data Collection Who do we talk to (or observe)?
Identification of sample frame How many people do we talk to?
Sample Size Must gather the data -- actually talk to
respondents or observe them
Analysis & Interpretation of Data Objective -- turn Raw Data into Information Screen the Data (i.e., does the data look like
the information we need?) Edit the Data (e.g., is the data usable?) Code the Data (i.e., turn responses into
numbers) Analyze the Data (counts & statistical
analyses)
Problem Formulation
“A problem is half solved when it is defined” Anonymous
Key Steps in Problem Formulation Meet with Client Clarify Problem / Opportunity State Manager’s Decision Problem Develop Full Range of Possible Research Problems Select the Research Problem that is best represents
Managerial Problem Prepare Research Request
Agreement
Problem Formulation
How can this needed communication (between researcher and manager) be facilitated? Research Request Agreement
Force manager to write out the request Clearly articulate why research is needed
Research Proposal system Propose what you can do, how long it will take to do it,
and how much it will cost
Facilitates communication
Problem Formulation
Research Request Agreement (Prepared by Manager)
ORIGIN The events that led to the manager’s decision problem
DECISION PROBLEM The underlying question confronting the manager
RESEARCH PROBLEMS The range of research problems that would provide input to the decision
problem USE
The way each piece of information will be used TARGETS AND THEIR SUBGROUPS
The groups from whom the information must be gathered LOGISTICS
Estimates of time and money that are available to conduct the research
Problem Formulation
Research Proposal (Prepared by Researcher) – generated in response to the Research Request Agreement Tentative project title Statement of the marketing problem Purpose and limits of the project Outline Data sources and research methodology Estimate of time and personnel requirements Cost estimates
Problem Formulation
What follows the “Research Proposal”? Negotiation between manager and researcher When agreement is reached
Both parties sign
The Future and Research Design Future trends
Sampling – greater access to research respondents (primarily via the Internet) Test hypotheses with greater precision Disaggregation of samples
Ability to break down results by segment
Pre-testing of Marketing Stimuli Can create and test electronically
Technology provides the ability to “create” and test electronic ads Creation and testing of products
Conjoint analysis allows the design of “optimal” products Test attribute levels prior to test markets
The Future and Research Design Future trends
Analysis and Reporting Ability to integrate data from differing parts of the world
immediately Creation of MIS
On-line experiments (different stimuli sent to certain customers – track responses with technology)
Marketing Research & Ethics
Researchers needs to be ethical Avoid these issues
Misidentification of respondents Misrepresentation of results Sales disguised as research
Marketing Research & Ethics
Researchers absolutely need to be concerned about ethics Ethical practices enhance the public’s acceptance
of marketing research Ethical practices can improve marketers’
sensitivity to their customers Ethical practices can help forestall government
intervention and regulation
Marketing Research & Ethics
What Researchers owe Respondents Duty not to engage in deceptive practices Duty not to invade privacy Duty to manifest concern for respondents
Marketing Research & Ethics
What Researchers owe Clients Forthright research designs
Avoid unneeded research Designs that fit the budget of the clients
Researchers’ responsibilities No over billing Confidentiality Eliminate conflicts of interest
Marketing Research
What Researchers owe the Public Accurate reporting
No incomplete reports No misleading reports
Objective Reporting
Organizational Issues in MR
Gathering Marketing Research Information Level 1: Organizations have a need for
information to help them make decisions Level 2: Research Suppliers
Custom and syndicated research providers Design and obtain needed studies
Level 3: Data Collectors Field service organizations
Personal / Telephone interviewers Focus group facilitators
Level 4: Respondents
Organizational Issues in MR
Marketing Research Successes Works best when organizations have a
commitment to research (top management commitment) View research as in investment (not a cost) Work with Level 2, 3, and 4 organizations as partners
Share mission, objectives, etc. Watch for these danger signals
Magic techniques (there is no magic) Guaranteed solutions (no guarantees – you are gathering
information to help make decisions)
Organizational Issues in MR
Marketing Research Successes Watch for these danger signals (continued)
Price variance – cheapest may not be the best (but may not be the worst)
Making research successful Clear objectives Build relationships with Levels 2, 3, and 4 View research as a process (one study may not get it
done)
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