Marketing Research Process

Chapter 3
The Marketing Research Process
The Marketing Research Process
Follow-up Writing and Presenting the Report Problem/ Opportunity Identification & Formulation Creation of the Research Design
Analysis of the Data
Choice of Method of Research
Collection of the Data
Selection of the Sampling Procedure

2
Marketing Research Process

1. Problem Definition 2. Development of an Approach to the Problem 3. Research Design 4. Field work and data collection 5. Data preparation and Analysis 6. Report preparation & presentation
Research Process (1)

Problem
Definition (Basic issues)
What is the (the managers) purpose of the research? What kind of decision is managements trying to make What are alternative decision outcomes of research How will research aid in decision
4

Development
of an Approach to the
problem
What are the specific research questions to be answered? What exploratory research is necessary to refine the problem definition? (e.g., focus groups) What sources of data can be used What theoretical frameworks are relevant to the research? 5

Development
of an Approach to the problem (continued)

What analytical models can be used to guide the research? What are the specific research hypotheses that can be tested to answer the research questions

Research
Design
What secondary data can be used to address the research questions? What additional qualitative research is needed? What methods will be used to collect primary quantitative data?if survey :
What are the appropriate scaling and measurement procedures? What is the questionnaire design? What sampling procedures will be used How will the data be analyzed?
7

Field Data
Work and Data collection

preparation and analysis
the actual administration of the questionnaire
coding responses to questionnaire developing descriptive analyses testing hypotheses

Report
generation & presentation

8
Research Design Formulation

Secondary
data analysis Qualitative research Methods of collecting quantitative data Definition of the information needed Measurement and scaling procedures Questionnaire design Sampling process and sample size Plan of Data analysis

Management Decision Problem Exploratory Research Marketing Research Problem
Theoretical Framework
Analytical Modeling
Research Hypotheses
Research Design
The Problem Definition Flow

Management Decision Problem
Marketing Research Problem & Questions Research Hypotheses
Research Design
11
Problem Definition Components

Management
Decision Problem
The decision the manager must make to take action

The
Marketing Research Problem
What information is needed for the manager to make decision how to obtain information
12
T15 Figure 2.3 Proper Definition of the Research Problem
Marketing Research Problem
Broad Statement
Specific Components
13
Problem Definition Components (2)

Research
Questions
The refined statements of the components of the research problem

Research
Hypotheses
very specific testable propositions about relationships between variables

Research
Design
The plan to be followed to answer the questions

14
Decision Problems and Research Problems (exercise)

What
pricing strategy to follow for a new product

assess the companys current pricing strategy for similar products. Assess competitors pricing strategy for products
Whether
to increase the level of advertising expenditures on print

Evaluate the current effectiveness of print advertising Compare this to the effectiveness for other media
15
Decision Problems and Research Problems (exercise-2)

Whether
to increase in-store promotion of existing product

Evaluate effectiveness of present promotional scheme by determining its impact on sales volume
Whether
to revise a banks electronic payment
service
evaluate current systems users as well as non-users attitudes about the service
16
Specific objective - 1
Statement of marketing problem
Broad research objectives
Research design
Results
Exploratory research (optional)
Some Tools in Problem Definition

Exploratory
research e.g.,
Qualitative Research
focus groups Depth interviews (experts, consumers) etc.
Secondary data analysis

Literature Analytical
review Modeling
18
Especially related theory
The Problem Definition Flow

Management Decision Problem
Marketing Research Problem & Questions Research Hypotheses Exploratory Research
Theoretical
Framework
Analytical Modeling
Research Design
19
Theory
A set of systematically related statements, including some law-like generalizations, that is empirically testable. The purpose of theory is to increase scientific understanding through a systematized structure capable of both explaining and predicting phenomena.
FISHBEINS THEORY OF REASONED ACTION (Verbal)

Actual behavior is a function of behavioral intentions which results from the combination of how the individual personally evaluates a behavior and how the individual evaluates the reaction of others concerning the behavior
21
FISHBEINS THEORY OF REASONED ACTION (Graphical)
Attitude Toward Behavior Behavioral Intentions Behavior
Subjective Norm
22
FISHBEINS THEORY OF REASONED ACTION (Mathematical)

B w1(AB) 2(SN) BI w
Where:
N
AB b ie i
i 1
k
B BI w1 ( AB ) w2 ( SN )
SN b imi
i 1
and
AB= Attitude toward Behavior SN = Subjective Norm (of reference group) b = belief about consequences of behavior (or what reference groups will think) e = importance of belief m = motivation to comply with reference groups
23
The Role of Theory in Applied Marketing Research Research Task 1. Conceptualizing and identifying key variables 2. Operationalizing key variables Role of Theory
provides conceptual foundation -suggests key dependent and independent variables.
suggest how independent and dependent variables can be measured

suggest existence of causal or associative relationships -thus, causal or descriptive design
3. Selecting a research design
Research Task 4. Selecting a sample 5. Analyzing and interpreting data
Role of Theory
useful in defining the population
guide the selection of a data analysis strategy and the interpretation of results.
6. Integrating findings
findings can be interpreted in the light of previous research --integrated with the existing body of knowledge.
Lexus Management Decision

What can Lexus do to fight competition from other luxury manufacturers such as Mercedes, BMW, and Jaguar as well as from the near luxury brands (Nissan Maxima, etc.)
26
Lexus Marketing Research Problem

Determine
the factors that influence consumer preferences for luxury and near luxury automobiles
what are choice criteria adopted by consumers when buying luxury automobiles? How are Lexus and competition evaluated on these criteria? How does the perception of value vary for luxury and near luxury automobiles?
27
Lexus Research Questions

Which
is more important in buying luxury automobiles: prestige, image, or value? value conscious are buyers of Lexus?
How
28
Lexus Hypotheses
The
luxury car market may be segmented into two groups: those who are prestige conscious and those that are value conscious. Lexus car buyers are more value conscious than buyers of competing cars but are less value conscious as compared to buyers of near luxury cars
29

Management Decision Problem Exploratory Research Marketing Research Problem
Theoretical Framework
Analytical Modeling
Research Hypotheses
Research Design
T22 Figure 3.1 A Classification of Marketing Research Designs

Research Design Exploratory Research Design Descriptive Research Cross-Sectional Design Single Cross-Sectional Design Longitudinal Design Conclusive Research Design
Causal Research
Single Cross-Sectional Design
31
Exploratory Research
research designed to gain greater insight into what the important questions and variables are--break broad, vague problem into smaller more precise subproblems
32
Consumption of Soft Drinks

(percentage consuming on a typical day)
Age 8-19 20-29 30-39 40-49 50+ 1950 52.9 45.2 33.9 23.2 18.1 1960 62.6 60.7 46.6 40.8 28.8 1969 73.2 76.0 67.7 58.6 50.0 1949 81.0 75.8 71.4 67.8 51.9
33
Total Coffee Penetration

Age Class 10-19 20-29 30-39 40-49 50-59 60-69 70+ 1950 .344 .794 .874 .880 .912 no data no data 1960 .268 .768 .861 .888 .911 .877 .874 1970 .194 .649 .820 .884 .907 .880 .882 1980 .078 .453 .680 .761 .823 .823 .821
Types of Research
Hypotheses
35
Purposes of Exploratory Studies

isolate
a problem for purposes of formulating hypotheses establishing priorities for further research increasing analyst's familiarity with problem--identifying key variables clarifying concepts
Descriptive vs. Causal Studies

Descriptive
Studies that answer the questions who, what, when, and how
Causal
Studies that examine whether one variable causes or determines the value of another variable
37
Types of Research
Moderately Stringent Research Standards
Hypotheses
Flexible Research standards
Very Stringent Research standards
38
Requirements for Attribution of Causality

Concomitant Temporal Lack
Variation
covariation of IV and DV
Sequence
IV must precede DV
of Spurious Correlation
39

Marketing Research Process

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Marketing Research Process

Uploaded by

Copyright:

Available Formats

Chapter 3

The Marketing Research Process

The Marketing Research Process

Analysis of the Data

Choice of Method of Research

Collection of the Data

Selection of the Sampling Procedure