Transcript MARKETING RESEARCH

MARKETING RESEARCH
CHAPTERS
1:Introduction
2: Defining the Marketing Research
Problem and Developing an Approach
3: Research Design
Definition and Classification of
Marketing Research
• Marketing Research is the systematic and
objective identification, collection, analysis,
and dissemination of information,
undertaken to improve decision making
related to identifying and solving problems
in marketing.
• Marketing Research can be divided into
two types: problem identification and
problem-solving research
Definition and Classification of
Marketing Research Continued
• Problem Identification Research:
Market Potential
Market Share
Image
Market Characteristics
Identifying Business Trends
Definition and Classification of
Marketing Research
• Problem Solving Research:
Any identified problem needing a solution
including to whom should we market
(segmentation research), what type of
product should be marketed, how should
we price, promote and distribute the
product.
The Marketing Research Process
• Define the problem
• Develop a general approach to the
problem
• Formulate a specific research design
• Do field work or collect data
• Prepare and analyze data
• Prepare and present the report
The Marketing Research Industry
• You may have your own internal research
division.
• You may purchase services from external
sources:
Syndicated Services: common pools of data
collected
Customized Services: research for a specific
need
Internet Services: doing research on-line
Data Collection Services: Someone will collect
the data for you
The Marketing Research Industry
Continued
• You may go online and find out a lot of
information on the research industry:
• http://www.burke.com
Defining the Problem
• The problem definition is a broad statement of the general
problem and identification of the specific components of the
marketing research problem.
• To define the problem means discussion with decision makers,
interviews with experts, secondary data analysis and perhaps
qualitative research (exploratory research based upon small
samples intended to provide insight).
• You must also look at the environmental context of the problem
to understand it (past information and forecasts, resources and
constraints, objectives of the decision maker, buyer behavior,
legal environment, economic environment, the marketing and
technological skills).
• You have to get beneath the symptoms and find the underlying
causes.
• The management decision problem may be different from the
marketing research problem.
The General Approach to the
Problem
• How are we to model the problem? Which
analytical approach to use?
Verbal Model
Graphical Model
Mathematical Model
Research Questions and
Hypotheses
• A Research Question is a refined question
of the specific components of the problem.
• A hypothesis is an unproven statement or
proposition about a factor or phenomenon
that is of interest to the researcher.
• A hypothesis is the unproven statement of
the relationship between two or more
variables.
• A variable is anything that varies.
Research Design in General
• Research Design is a road map for
conducting the marketing research project.
It provides details of each step in the
marketing research process and should
result in all the information needed to
structure or solve the management
decision problem.
Basic Research Designs
Research Design
Exploratory Research Design
Conclusive Research Design
Descriptive Research
Cross-sectional
Design
Causal Research
Longitudinal Design
Exploratory and Conclusive
Research
Exploratory
Objective
To provide
insight
Characteristics Information
needed is loosely
defined
Research process
flexible and unstructured
Sample is small and
non-representative
Analysis is qualitative
Conclusive
To test
specific
hypothesis
Information needs clearly defined
Research process formal and
structured
Sample is large and representative
Analysis is quantitative
Findings/Results Tentative
Conclusive
Outcome
Used to make decisions
Followed by other research
Descriptive Research
• This is a type of conclusive research that
has as its major objective the description
of something.
• This is quite quantitative although
qualitative research may be used.
• This type of research is based upon
survey work. Samples are large and
representative. Conclusions can be drawn.
Descriptive Research Continued
• Descriptive research can be based upon a
cross-sectional design: this is a design which is
a snapshot in time in that it studies the
characteristics (variables) of a group of people
at one point in time only.
• Descriptive research can be based upon a
longitudinal design which means that the same
group of people are studied over time.
• Descriptive research can use panels or people
who agree to be in an longitudinal study.