Download - Session 2 Chap3&4
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Nature and Scope
of Marketing Research
3 - The Marketing Research Process
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Five Key Questions
Whyshould we do research? (Purpose)
Whatresearch should be done? (Objective)
Is it worth doing the research? (Value of info)
Howshould the research be designed? (Designand data collection)
Whatwill we do with the research? (Dataanalysis and report)
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Research purpose
1- Problem or opportunity identification / analysis
- What is the problem or opportunity ?
- What is the scope ?
- What are the possible reasons ?
Kroger Co. is opening 5 new Signature stores (upscale supermarkets) in
Houston. 1,000 questionnaires were sent to targeted area residents
asking what features they would like to see included in these new stores.Based on the surveys, Kroger added several variations to what already
existed in established stores: (A larger selection of wines, a sit-down
coffee bar, a large all-natural food section, U-Scan Express aisles).
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2 - Decision alternatives
- What alternative actions ?
- What timing ?
- What importance does decision have ?
Kroger Co. wants to upgrade its stores (upscale supermarkets). It can
modernize the existing concept or add new features / services. What
criteria should be considered ? Which alternative should be pursued ?
Research purpose
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3 - Users of research output
- Who are they ?
- What will they use research output for ?
- Will they need frequent updates ?
- What level of detail is needed ?
Every 6 months, Kroger Co. conducts surveys of consumer behavior in
and attitude toward its stores: number of customers per day of week, timespent in store, purchases made, etc.. Should these be maintained ?
Should they be adapted ?
Research purpose
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Research objective
Question: What is the research question to be
answered ? What specific information is needed ?
Hypothesis: What is anticipated ? What reasons are
thought to be true ? Test if the hypothesis is true.
Boundaries: What scope should the research have ?
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Research questionAsks what specific information is required
to achieve the research purpose
Sample questions to determine if a specific advertisement should be run:
Will the advertisement be noticed ?
Will it be interpreted accurately ?
Will it favorably influence attitudes ?
Will it be remembered ?
Will it have an impact on the companys image ?
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Hypothesis Development
A possible answer to a research question.
Generating a hypothesis
Draw on previous research efforts Draw on managers experience with related problems, coupled
with knowledge and the use of judgment
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Value of information
Value depends on:
Importance ofmanagers decision
Uncertainty that surrounds it
Influence of research information on decision
Direct and opportunity cost of getting the information
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Nature and Scopeof Marketing Research
4 - Research Design and Implementation
(Issues in international research are not covered)
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Research Design
= The detailed blueprint to guide the implementation of aresearch study toward the realization of its objectives
Categories of research
Exploratory
Descriptive
Causal
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Exploratory Research
Used when seeking insights into the general nature
of a problem, the possible decision alternatives,
and the relevant variables that need to be
considered :
Discover what people think about a new shampoo
Discover what eating habits people have during the day
Discover what people think of an advertisement
Discover what people look for in a leisure trip Etc.
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Descriptive Research
Provides an accurate snapshot of some aspect of
the market environment, such as:
The proportion of the adult population that supports the
Cancer Society
Consumer evaluation of the attributes of our productversus competing products.
The socioeconomic and demographic characteristics of
the readership of a magazine
The proportion of stores that are carrying, displaying, ormerchandising our products
Etc.
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Causal Research
Used when it is necessary to show that one
variable causes or determines the values of other
variables
Measuring the impact of a change in price on the level of
sales Measuring the impact of an increase in advertising on the
level of awareness
Measuring the impact of product demonstration on
intention to buy
Etc.
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Detective Funnel
The DF combines all three approaches:
Exploratorytechniques generate many possible reasons
for a problem, circumscribes a territory to be further
investigated
Descriptive and Causalapproaches narrow the possible
causes, first by providing more specific input about an
aspect of the subject under consideration, second by
establishing a cause effect link between two variables.
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Data collection methods
Relation between data collection and research category
Exploratory Descriptive Causal
Secondary Sources
Information System a bOutside databases a bSyndicated Services a b b
Primary Sources
Qualitative Research a bSurveys b a bExperiments b a
a = very appropriate, b = somewhat appropriate
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Research Implementation
After choosing the research approach, develop:
The specifics of measurements
What instrument should be used ?
Plan for choosing the sample
What kind of sample, what sample size ?
Methods of analysis
What kind of analysis will provide most informative results ?
Analysis of value versus cost and time involved
Run a more detailed cost / benefit analysis.
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Error in Research Design
Two Components of Errors
Sampling error
Non-sampling error
Sampling Error
Difference between a measure obtained from a
sample of population and the true measure that can
be obtained only from the entire population
Nonsampling Error All other errors associated with a research project
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Sources of Nonsampling Error
Design Error
Selection Error
Population Specification Error
Sampling Frame Error
Surrogate Information Error
Measurement Error
Experimental Error
Data Analysis Error
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Administering Error
- Occurs during the administration of a survey
instrument to the respondents
Questioning Error
Recording Error
Interference Error
Sources of Nonsampling Error
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Response Error
Occurs when respondent provides inaccurate
answers to survey questions
Non-response Error
Occurs if
Some members of sample are not contacted Some members provide incomplete or no response to
survey instrument
Sources of Nonsampling Error
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Budgeting the Research Project
Two approaches to budgeting
Estimate the dollar costs associated with each
research activity
Used for unusual or expensive projects
Determine the activities to be performed in hours and
apply standard cost estimates to these hours
Used for routine projects or when researcher has knowledge ofcosts
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Research Proposal
Describes a plan for conducting and controlling a
research project
Basis for a written contract between manager andresearcher
Basis for reviewing important decisions
Used to choose among competing suppliers and
influence decision to fund study
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Basic Contents of a Research Proposal
Executive Summary
Purpose and Scope
Objectives
Research Approach
Time and Cost Estimates
Appendices