market research - · pdf file¾in-depth interviews and focus groups ¾projective...
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What What was achievedwas achieved
to translate a marketing problem into a attainable research questions or hypotheses;to appreciate marketing research as a processto evaluate the strengths and weaknesses of alternative research designs and select the appropriate one; to collect information from a multiplicity of sources to design and execute a basic research project.
1. Introduction to Marketing 1. Introduction to Marketing Research and the Market Research and the Market
research Industryresearch IndustryThe scope and nature of marketing researchThe scope and nature of marketing researchThe role of marketing research for marketing The role of marketing research for marketing management decisions management decisions When it should, or should not be undertaken When it should, or should not be undertaken The structure of the marketing research The structure of the marketing research
industryindustrySelecting a MR agencySelecting a MR agency
McDaniel & Gates, Chapters 1 & 2McDaniel & Gates, Chapters 1 & 2
Readings for the examReadings for the exam
Selecting a research companySelecting a research company----Part II.; Part II.; By: By: KitaeffKitaeff, Richard., Marketing Research, , Richard., Marketing Research, Dec92, Vol. 4 Issue 4, p53, 2pDec92, Vol. 4 Issue 4, p53, 2pDIFFERING DIMENSIONS.DIFFERING DIMENSIONS. By: Ambler, By: Ambler, Tim. Marketing Research, Fall2004, Vol. Tim. Marketing Research, Fall2004, Vol. 16 Issue 3, p816 Issue 3, p8--13, 6p,13, 6p,
2. The Marketing Research 2. The Marketing Research ProcessProcess
Problem definitionProblem definitionThe marketing research The marketing research process and the interprocess and the inter--relationships between stagesrelationships between stages
Making MR more actionableMaking MR more actionableMcDaniel & Gates, Chapter 3McDaniel & Gates, Chapter 3
The Marketing Research ProcessThe Marketing Research Process
Problem/Opportunity
Identification &Formulation
Problem/Opportunity
Identification &Formulation
Creation ofthe Research
Design
Creation ofthe Research
Design
Choice of Methodof Research
Choice of Methodof Research
Selection of theSamplingProcedure
Selection of theSamplingProcedure
Collection of theData
Collection of theData
Analysis ofthe Data
Analysis ofthe Data
Writing andPresenting the
Report
Writing andPresenting the
Report
Follow-upFollow-up
Readings for the examReadings for the exam
1.1. Lawrence D Gibson (1998 ) Defining Lawrence D Gibson (1998 ) Defining marketing problems, Marketing marketing problems, Marketing Research, Research, volvol 10, no.110, no.1
2.2. How to Make Research More How to Make Research More Actionable.Actionable.; By: ; By: SchmalenseeSchmalensee, Diane H.; , Diane H.; LeshLesh, A. Dawn., Marketing Research, , A. Dawn., Marketing Research, Winter98/Spring99, Vol. 10 Issue 4, p22, Winter98/Spring99, Vol. 10 Issue 4, p22, 15p15p
Secondary Research, Databases Secondary Research, Databases and Data miningand Data mining
Secondary and primary research Secondary and primary research compared compared The evaluation of secondary data The evaluation of secondary data information managementinformation managementData miningData mining
McDaniel,.& Gates, Chapter 4McDaniel,.& Gates, Chapter 4
5
Secondary DataSecondary Data
Ready to
Use
Requires Further
Processing
Internal
Published
Materials
Computerised
Databases
Syndicated
Services
External
Secondary Data
Readings for the examReadings for the exam
1.1. Data mining in marketing: Part 1.Data mining in marketing: Part 1.; By: ; By: Peacock, Peter R.., Marketing Peacock, Peter R.., Marketing Management, Winter98, Vol. 6 Issue 4, Management, Winter98, Vol. 6 Issue 4, p8, 11p p8, 11p
Qualitative Methods and Qualitative Methods and ObservationObservation
The nature of qualitative research and how it The nature of qualitative research and how it is different from quantitative researchis different from quantitative researchInIn--depth interviews and focus groupsdepth interviews and focus groupsProjective techniquesProjective techniquesDefinition of observation as a research Definition of observation as a research methodmethodCircumstances for which use of observational Circumstances for which use of observational methods is appropriate methods is appropriate Different types of observation Different types of observation --
McDaniel, C.& Gates, R., chapter 5 &7McDaniel, C.& Gates, R., chapter 5 &7
Qualitative Research Qualitative Research TechniquesTechniques
Direct (Nondisguised)
Depth Interviews
Focus Groups
Qualitative Research Procedures
Indirect (Disguised)
Projective Techniques
Conditions for Using Conditions for Using ObservationObservation
The needed information
must be observableor inferable frombehaviour that can
be observed.
The needed information
must be observableor inferable frombehaviour that can
be observed.
The behaviour of interest must be
repetitive, frequent,or predictablein some manner.
The behaviour of The behaviour of interest must beinterest must be
repetitive, frequent,repetitive, frequent,or predictableor predictablein some manner.in some manner.
The behaviour of interest must beof relatively
short duration.
The behaviour of interest must beof relatively
short duration.
Human ObservationHuman Observation
Mystery ShoppersOne-Way Mirror ObservationShopper Patterns and BehaviourContent Analysis
Readings for the examReadings for the exam1.1. LADDERING THEORY, METHOD, ANALYSIS, AND INTERPRETATION.LADDERING THEORY, METHOD, ANALYSIS, AND INTERPRETATION.
By: By: ReynoldsReynolds, , ThomasThomas JJ.; .; GutmanGutman, Jonathan. Journal of Advertising , Jonathan. Journal of Advertising Research, Feb/Mar88, Vol. 28 Issue 1, p11Research, Feb/Mar88, Vol. 28 Issue 1, p11--31, 21p;31, 21p;
2.2. Conceptual Underpinnings for the Use of Group Interviews in Conceptual Underpinnings for the Use of Group Interviews in Consumer Research.Consumer Research. By: By: McQuarrieMcQuarrie, Edward F.; McIntyre, Shelby H.. , Edward F.; McIntyre, Shelby H.. Advances in Consumer Research, 1988, Vol. 15 Issue 1, p580Advances in Consumer Research, 1988, Vol. 15 Issue 1, p580--586, 586,
3.3. Trained Moderators. Boost the Value of Qualitative Research.Trained Moderators. Boost the Value of Qualitative Research. By: By: Henderson, Naomi R.. Henderson, Naomi R.. MarketingMarketing ResearchResearch, Jun92, Vol. 4 Issue 2, p20, Jun92, Vol. 4 Issue 2, p20--23, 4p23, 4p
4.4. Let's Hold a Focus Group!Let's Hold a Focus Group! By: Lawrence, Jennifer; Berger, Paul. Direct By: Lawrence, Jennifer; Berger, Paul. Direct Marketing, Apr99, Vol. 61 Issue 12, p40, 4p;Marketing, Apr99, Vol. 61 Issue 12, p40, 4p;
5.5. Unmasking a Phantom; A Psychometric Assessment of Mystery Unmasking a Phantom; A Psychometric Assessment of Mystery Shopping. Shopping. By: Finn, Adam; By: Finn, Adam; KayandKayandéé, , UjwalUjwal. Journal of Retailing, . Journal of Retailing, Summer99, Vol. 75 Issue 2, p195, 23p, Summer99, Vol. 75 Issue 2, p195, 23p,
6.6. The evolution of technology in The evolution of technology in pretestingpretesting.. By: By: WeinblattWeinblatt, Lee S.. , Lee S.. Marketing Research, Spring94, Vol. 6 Issue 2, p42Marketing Research, Spring94, Vol. 6 Issue 2, p42--44, 3p, 44, 3p,
7.7. Projective techniques in consumer researchProjective techniques in consumer research byby SunSunéé DonoghueDonoghue, , Journal of Family Ecology and Consumer Sciences, Journal of Family Ecology and Consumer Sciences, VolVol 28, 2000, p.4728, 2000, p.47--53 53
8.8. A look at the evidence for the usefulness, reliability and validA look at the evidence for the usefulness, reliability and validity of ity of projective techniques in market research.projective techniques in market research. By: By: BoddyBoddy, Clive. , Clive. International Journal of Market Research, 2005 Quarter 3, Vol. 4International Journal of Market Research, 2005 Quarter 3, Vol. 47 Issue 7 Issue 3, p2393, p239--254 254
Survey Research, Survey Research, MeasurementMeasurementTypes of errors in survey research.Types of errors in survey research.
Types of surveys.Types of surveys.Advantages and disadvantages of Advantages and disadvantages of online surveys.online surveys.Measurement scalesMeasurement scalesMeasurement errorsMeasurement errorsReliability and validity Reliability and validity
McDaniel, & Gates, chapters 6, 9 and 10McDaniel, & Gates, chapters 6, 9 and 10
Survey errorsSurvey errors
Sampling errorSampling errorNonNon--coverage errorcoverage errorNonNon--response errorresponse errorMeasurement errorMeasurement error
Survey MethodsSurvey Methods
TELEPHONE FACE TO FACE POST COMPUTER
SURVEYMETHODS
TRADITIONAL TELEPHONE
CAT I
IN HOME MALL INTERCEPT
CAP I
POSTAL SURVEY
POSTAL PANEL
FAX E-MAIL INTERNET
DIRECT COMPUTER INTERVIEW
Paired Comparison
Rank Order
Constant Sum
Q-Sort and Other
Procedures
Comparative Scales
NonComparativeScales
Continuous Rating Scales
Itemised Rating Scales
StapelSemantic DifferentialLikert
A Classification of Response A Classification of Response Scales sScales sResponse Scales
Reliability and ValidityReliability and Validity
.... .....
.
...
. .
.
..
.
.
.
.. .
. .
.
Situation 1 Situation 3Situation 2
Neither reliable nor valid
Highly reliable but not valid
Highly reliable and valid
.
. .
Readings for the examReadings for the exam1.1. Research on Survey Data QualityResearch on Survey Data Quality (in Methodological (in Methodological
Developments) by Robert M. Groves Developments) by Robert M. Groves The Public The Public Opinion QuarterlyOpinion Quarterly, Vol. 51, Part 2: Supplement: 50th , Vol. 51, Part 2: Supplement: 50th Anniversary Issue. (1987), pp. S156Anniversary Issue. (1987), pp. S156--S172. S172.
2.2. Survey research.Survey research. By: By: KrosnickKrosnick, Jon A.. Annual Review , Jon A.. Annual Review of Psychology, 1999, Vol. 50 Issue 1, p537, 31p; of Psychology, 1999, Vol. 50 Issue 1, p537, 31p;
3.3. THE DESIGN AND ADMINISTRATION OF MAIL THE DESIGN AND ADMINISTRATION OF MAIL SURVEYS.SURVEYS. By: By: DillmanDillman, D.A.. Annual Review of , D.A.. Annual Review of Sociology, 1991, Vol. 17 Issue 1, p225, 25p, Sociology, 1991, Vol. 17 Issue 1, p225, 25p,
4.4. WEB SURVEYS.WEB SURVEYS. By: By: CouperCouper, Mick P.. Public Opinion , Mick P.. Public Opinion Quarterly, Winter2000, Vol. 64 Issue 4, p464, 31p,Quarterly, Winter2000, Vol. 64 Issue 4, p464, 31p,
Questionnaire designQuestionnaire design
Questionnaire development Questionnaire development Evaluation of actual questionnairesEvaluation of actual questionnaires
McDaniel, & Gates, chapter 11McDaniel, & Gates, chapter 11NOT IN THE EXAMNOT IN THE EXAM
ExperimentationExperimentation
Demonstrating causation Demonstrating causation Experimental validity Experimental validity Why are experiments not used more often Why are experiments not used more often Selecting experimental designs Selecting experimental designs Test markets and simulated test marketingTest markets and simulated test marketing
McDaniel.& Gates Chapter 8McDaniel.& Gates Chapter 8
Demonstrating CausationDemonstrating Causation
Concomitant VariationAppropriate Time Order of OccurrenceElimination of Other Possible Causal Factors
Internal and External ValidityInternal and External Validity
Internal Validity
External Validity
The extent to which competing
explanations for the experimental
results can be avoided.
The extent to which causal relationships
measured in an experiment can be generalised to outside people,
settings, and times.
Threats to Experimental ValidityThreats to Experimental Validity
HistoryMaturationInstrument VariationSelection BiasMortalityTesting EffectRegression to the Mean
Experimentation: Summary of Experimentation: Summary of Basic IssuesBasic Issues
Approaches used to control extraneous factors
Randomisation - involves randomly assigning subjects to treatment
conditions
Physical control -involves somehow
holding the value or level of the extraneous variable
constant
Design Control -implementing specific types of experimental
designs
Statistical control -certain statistical
procedures can be used to adjust for the effects of confounding variables
Readings for the examReadings for the exam
1.1. Experimental methods in market Experimental methods in market research.research. By: By: RyalsRyals, Lynette; Wilson, , Lynette; Wilson, Hugh. International Journal of Market Hugh. International Journal of Market Research, 2005 Quarter 4, Vol. 47 Issue Research, 2005 Quarter 4, Vol. 47 Issue 4, p3474, p347--366366
2.2. Prince, Melvin (1992) Choosing Prince, Melvin (1992) Choosing Simulated Test Marketing Systems, Simulated Test Marketing Systems, Marketing Research, vol4, no.3Marketing Research, vol4, no.3
examexam
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