Transcript Document

The Marketing
Research Process
Mark Rosenbaum,Ph.D.
University of Hawaii
The Marketing Research Process: 11 Steps
• Step One:
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Step Two:
Step Three:
Step Four:
Step Five:
• Step Six:
Establishing the Need for Marketing
Research
Defining the Problem
Establishing Research Objectives
Determining Research Design
Identifying Information Types and
Sources
Determining Methods of Accessing
Data
The Marketing Research Process: 11 Steps
cont…
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Step Seven:
Step Eight:
Step Nine:
Step Ten:
Step Eleven:
Designing Data Collection Forms
Determining Sample Plan and Size
Collecting Data
Analyzing Data
Preparing and Presenting the Final
Research Report
The Marketing Research Process
Step One: Establish the Need for Marketing Research
• When Marketing Research is not needed
• The information is already available
• Decisions need to be made now
• You can’t afford research
• Costs outweigh the value of the research
The Marketing Research Process
Step Two: Define the Problem
• The most important step in the marketing
research process is defining the problem.
• What is your team’s problem?
The Marketing Research Process
Step Three: Establish Research Objectives
• What information is needed in order to solve the
problem?
• Primary
• Secondary
• Both
The Marketing Research Process
Step Four: Determine Research Design
• Exploratory Research: collecting information in
an unstructured and informal manner
• Descriptive Research: refers to a set of methods
and procedures describing marketing variables
• Causal Research (experiments and other
approaches): allows isolation of causes and
effects via use of experiment or surveys.
The Marketing Research Process
Step Five: Identify Information Types and Sources
• Secondary Data: information that has been
collected for some other purpose other than the
research at hand
• Primary Data: information that has been gathered
specifically for the research objectives at hand
Sites that you should use
• School or University of Hawaii Library
– http://www.hawaii.edu/emailref/business/mktg.htm#jo
urnals
– Lexis-Nexis: Must show industry data
• Demographic Info:
– http://www.census.gov/
– More specific:
http://factfinder.census.gov/servlet/SAFFFacts?_sse=o
n
– http://www.census.gov/census2000/states/hi.html
Other sites
• Claritas
– http://www.clusterbigip1.claritas.com/claritas/Defa
ult.jsp
– You are your zip code
• Reference USA
– Only available at University of Hawaii at Manoa
• The goal:
– Present facts and figures in your marketing plans.
The Marketing Research Process
Step Six: Determine Methods of Accessing Data
• Secondary Data: accessing data through sources such as
the Internet and library
• Primary Data: collecting data through methods such as
telephone, mail, online, and face-to-face (quantitative) and
observation studies and focus groups (qualitative)
• Both are excellent! Use both in your projects!
The Marketing Research Process
Step Seven: Design Data Collection Forms
• The design of the data collection form that is
used to ask or observe and record information in
marketing research projects is critical to the
success of the project. It is easy to write a set of
questions but very difficult to construct a
questionnaire.
• Questionnaires
• Observation Studies
The Marketing Research Process
Step Eight: Determine Sample Plan and Size
• Sample plan: refers to the process used to select
units from the population to be included in the
sample
• Sample size: refers to determining how many
elements of the population should be included in
the sample
The Marketing Research Process
Step Nine: Collect Data
• Data collection is very important because,
regardless of the data analysis methods used,
data analysis cannot “fix” bad data. 12
Nonsampling errors may occur during data
collection. These are related to poor design
and/or execution of the data gathering.
• Sampling errors may occur based purely on
chance
• Trying to make a decision on a population from a
sample
The Marketing Research Process
Step Ten: Analyze Data
• Data analysis: involves entering data into
computer files, inspecting data for errors, and
running tabulations and various statistical tests
• Data cleaning: process by which raw data are
checked to verify that the data have been
correctly input from the data collection form to
the computer software program
The Marketing Research Process
Step Eleven: Prepare and Present the Final
Research Report
• The last step is one of the most important phases
of marketing research.
• Its importance cannot be overstated because it is
the report, or its presentation, that properly
communicates the results to the client.
Interpreting the Data
• Provide
Frequencies and
Descriptives for
each variable.
– Provide
Frequencies for all
– Provide mean &
standard deviation
for interval and
ratio variables
Crosstabulation
• Is there a significant difference between an
independent variable (nominal/ordinal) and the
response to a dependent variable (nom/ord)?
• What were asking is “are the proportions the
same?”
• The dependent variable is your variable of
interest.
It looks like this….
Dependent
Variable
Independent
Variable
The results
Hawaiian Pineapples * country of origin Crosstabulation
Chi-Square Tests
Hawaiian Pineapples
No
Yes
Total
Count
% within country of origin
Count
% within country of origin
Count
% within country of origin
USA/Canada
328
62.6%
196
37.4%
524
100.0%
country of origin
China/South
Japan
Korea
316
74
92.7%
69.8%
25
32
7.3%
30.2%
341
106
100.0%
100.0%
All other
48
63.2%
28
36.8%
76
100.0%
Total
766
73.2%
281
26.8%
1047
100.0%
Chi-Square Tests
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Value
100.357a
116.519
7.870
3
3
Asymp. Sig.
(2-sided)
.000
.000
1
.005
df
1047
a. 0 cells (.0%) have expected count less than 5. The
minimum expected count is 20.40.
For additional statistics
• If you have a dependent variable that is
interval or ratio, you must perform an analysis
of variance.
• Dependent variable is nominal or ordinal.