srmt marketing research lecture

7/28/2019 SRMT Marketing Research Lecture

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

MARKETINGRESEARCH


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Educational Research 2e: Creswell

MARKETING RESEARCH Marketing Research is the systematic

design ofdata collection, analysis,

and reporting of data and findings

relevant to a specific marketingsituation facing the company.


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Burns and Bush Definition)

Marketing researchis the process of

designing, gathering, analyzing, and

reporting information that may be used

to solve a specific marketing problem


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AMA definition

Marketing research:the function that linksthe consumer, customer, and public tothe marketer through information

information used to identify and definemarketing opportunities and problems;generate, refine, and evaluate marketingactions; monitor marketing performance;

and improve the understanding ofmarketing as a process.


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Market Research vs. Marketing

Research

Market research:the systematic

gathering, recording, and analyzing of

data with respect to aparticular market,

where market refers to a specific groupin a specific geographic area.


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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


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MARKETING RESEARCH

PROCESS


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Define the problem and

research objectives

The formulation of the problem is

often more essential than its

solution.


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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.


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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 meetan objective.

An opportunity occurs when there is a gap

between what did happen and what could

have happenedcalled an opportunity.


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Focusing on uncovering the nature and

boundaries of a situation or question related

to marketing strategy or implementationDetermining what information is needed and how

that information can be

obtained efficiently and effectively.


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

Uncertain Aware Certain

(VAGUE)

Exploratory Descriptive Casual

Research Research Research

Three major types of research studies

The degree of decision certainty influences

Problem Definition & Type of Research


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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 dont know why? are buying our product? our product in a new

? package?

Degree of Problem Definition

Uncertainty Influences the Type of Research

AMBIGUITY SpecificCertainty


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Marketing Research ProcessStep 1. Defining the Problem & Research

ObjectivesExploratory

Research

Small scale surveys,focus groups, interviews

DescriptiveResearch

Larger scale surveys,observation, etc.

CausalResearch

Experiments

Tests hypotheses about cause-and-effect relationships

Gathers preliminary informationthat will help define the problem

and suggest hypotheses

Describes things such as marketpotential for a product, consumer

attitudes, actual behavior


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II- develop the research plan

Steps in research plan development :

Determine specific information needs

Data sources

Research approaches

Research instrument

Sampling plan

Contact methods


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Primary Versus Secondary

Data

Primary data:

information that

is developed or gathered

by the researcherspecifically for research

project at hand.

Secondary data: information

that has previously been gathered by someoneother than the researcher and/or for someother purpose than the research project athand.


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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.

Data


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Types of Secondary Data

Internal Data Internaldatabases (files, records,

reports, etc.)Database:

Records Fields

Sales records

Scanner data

Sales reports

Data mining


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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 tradeorganizations.


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SECONDARU DATA

COLLECTION

INTERNET:

WWW now greatest repository of information

the world has seen.

Secondary sources of data on line


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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 Poors Industry


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Categories of Research

Quantitative research: researchinvolving the use of structured questionsin which response options have been

predetermined and a large number ofrespondents involved

Qualitative research: research involvingcollecting, analyzing, and interpreting

data by observing what people do andsay


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Research approaches

Primary data can be collected in five

ways.

Observation

Focus group

Survey

Behavioral data experiment


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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 toobtain information


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Focus Groups

Focus groupsare small groups of

people( six to ten) brought together and

guided by a moderator through an

unstructured, spontaneous discussionfor the purpose of gaining information

relevant to the research problem


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Focus Groups

The moderators task is to ensure that

open discussion is focused on some

area of interest.

Focus groups are used to generateideas, to learn the respondents

vocabulary, to gain some insights into

basic needs and attitudes.


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survey

A survey is gathering of primary data

by asking people question about their

knowledge. Attitude,preferences and

buying behavior.


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Behavioral data

Purchasing behavior can be seen by

store scanning data, catalog purchase

record, customer data base.


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Experiment research

The gathering of primary data by

selecting matching group of subjects,

giving them different treatment,

controlling related factors, and checkingfor differences in group responses.

It tries to explain cause and effect

relationship.


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Research instruments

Two main instrument in collecting

primary data

Questionnaire

Mechanical devices


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What is a Questionnaire

A questionnaire is the vehicle used to

pose the questions that the researcher

wants respondents to answer.


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Questionnaire designis a systematic

process in which the researcher

contemplates various question formats,

considers a number of factorscharacterizing the survey at hand,

ultimately words the various questions

very carefully, and organizes thequestionnaires layout.


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Types of questionnaire

Open-ended quest ions:Respondentsexpress opinions, ideas, or behaviors in their

own words.

This captures the voice of respondents.

Closed-end or f ixed alternative quest ions

:The simplest form of a fixed alternative

question is the dichotomous question, which

allows only a yes or no response


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Mechanical instruments:

Mechanical devices are used inmarketing research.

Eyes camera study respondent eye

movements to see where their eyesland first and how longer they linger on

a given item?

An audiometer is attached to televisionset in participating homes to record

when the set is on and to which channel

it is tuned.


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Marketing Research ProcessStep 2. Develop the Research Plan

- Primary Research (pp. 157)

Who is to be

surveyed?

samplingunit

How manyshould besurveyed?

sample size

How shouldthe sample be

chosen?

sampling

procedure

SamplingPlans

NOTE: Typo on Table 5.4

Corrected on next slide

Sample =

representativesegment of the

relevant

population


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A segment of populationselecting for marketing

research to represent the

population as whole.

Population

all theelements, units, or

individuals of interest to

researchers for specific

study

Sample

a limited numberof units chosen to

represent the

characteristics of a total

population

Sampling plan


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Sampl ing un i t: who is to be served?

Define the target population that will be

sampled.

Sample size:how many people should

be served?

Sampl ing procedu re: how should the

responded be chosen?

Probability and non probability sample


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Probability sample

Probability sample each population member has a known

chance of being included in the sample

Simple random sampleeverymember of the population has aknown and equal chance of selection

Strat i f ied random samplethe population is divided into mutually

exclusive groups (e.g., age groups), and random samples aredrawn from

each group

Clus ter (area) samp le

the population is divided into mutuallyexclusive

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

interview


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Nonprobability sample

Convenience samp lethe researcher selectseasiest population members

from which to obtain information

Judgment sample the researcher uses his/herjudgment to select

population members who are good prospects foraccurate information

Quota sample the researcher finds and interviewsa prescribed number of

people in each of several categories


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Contact method

Mail

Telephone

Personal

On line interviews


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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 discoveringadditional findings.

P t th Fi di


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Present the Findings

After the data are analyzed, the researcher mustdraw 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 andaccessible 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


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Probability samples: ones in whichmembers 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 populationinto the sample are unknown


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Contact method

Mail questionnaire :

Personal interviewing


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srmt marketing research lecture

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