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Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors

SECTION 1
Role of Market Research

Utility of marketing research . . . > Market research aids decision making but does not substitute for it. > Too often, research reports become the final answer to problems.

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Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors

SECTION 1
Limitations of Market Research

1. The most carefully executed research can be fraught with errors. and there’s a lot that was not carefully executed 2. Marketing research does not forecast what will happen in the future. 3. Decisions should incorporate prior knowledge and experience and other relevant factors.

menu Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors SECTION 1 The Research Process: The Five P’s PURPOSE OF THE RESEARCH PLAN OF THE RESEARCH PERFORMANCE OF THE RESEARCH PROCESSING OF RESEARCH DATA PREPARATION OF RESEARCH REPORT FIGURE 2-1 .

menu Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors SECTION 1 The Research Plan Basics The research plan is the blueprint Just like you can’t build a house without a blueprint. you can’t conduct research without a research plan And You can bet your house will not match the blueprint. your research will differ from the plan .

> Secondary: Previously collected data that can be used for the current problem. .menu Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors SECTION 1 The Research Plan Basics Primary vs. Secondary Data > Primary: Collected specifically for the problem under study.

experiments and mathematical modeling . without mathematical concern > Quantitative: Systematic procedures to obtain data like observational research. observation. surveys.menu Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors SECTION 1 The Research Plan Basics Qualitative vs. textual analysis and long interviews. Quantitative Research > Qualitative: Face-to-face interviews like focus groups.

One is often more or less appropriate under certain circumstances to address certain problems Very often. to develop the best information to address a problem . they are used together.menu Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors SECTION 1 Qualitative vs Quantitative Neither is better.

menu Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors SECTION 1 Data Collection Methods Survey – Ask them Observation – Watch them Experiment – Attempt to establish cause and effect .

menu Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors SECTION 1 Sampling Method Who do you ask. etc? Probability Samples simple random. judgment . stratified. watch. cluster Nonprobability convenience. quota.

money and a respondent privacy. Processing research data includes preparation of data for analysis and analysis of them. subject to the constraints of time. . A cardinal rule of collecting data -obtain and record the maximal amount of useful data.menu Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors SECTION 1 Conducting Research 1. 2.

4. Preparation of the research report by making it clear and unambiguous with strategic recommendations. .menu Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors SECTION 1 Conducting Research 3. Assessing research results by identifying relationships among variables or differences between groups.

Pretest measurements of competitive brand sales have been not made or made inaccurately. Test market areas do not represent the full marketplace. New coke 3. 2. . 4. Test scores do not give complete support for the study. Sample size and design have been formulated incorrectly.menu Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors SECTION 1 Research Limitations Refers to specifically to test marketing 1.

7. 6.menu Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors SECTION 1 Research Limitations 5. . Test market products are offered at unprofitable levels. Researchers ignore factors that influence sales. The test marketing ends before consumers repurchase the product.

menu Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors SECTION 1 Software Support (MIS) Three types of software: • • • Database management software--for sorting and retrieving data. . and A dialog system that allows for exploration of data and produces information for decision making. Model base management software to manipulate data.

menu Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors SECTION 1 Statistical Techniques Analysis of variance (ANOVA) – Used for examining whether different samples came from populations with equal means Conjoint analysis – Which respondents valuations of attributes are inferred from the preferences they express. Which product features do you prefer? Cluster analysis – Developing empirical grouping of objects based on a set of measures Correlation analysis – Determining linear relationships between variables .

menu Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors SECTION 1 Statistical Techniques Cross tabulation – involves counting the number of cases that fall into several categories when the categories are based on more than one variable Discriminant analysis – used to model the relationships between criterion and a set of predictor variables Factor Analysis – body of techniques concerned with the interrelationships between variables .

menu Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors SECTION 1 Statistical Techniques Mutidimensional scaling – where people’s perceptions of the similarity of objects and their preferences among them are measured and plotted in a multidimensional space Regression analysis – used to derive an equation that relates a single criterion variable to one or more predictor variables .

Avoiding use of dangerous equipment of techniques 5. Avoiding questions detrimental to respondents 4. Avoiding deception 6. Avoiding coercion . Avoiding mental stress for respondents 3.menu Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors SECTION 1 Research Ethics RESPONSIBILITIES TO RESPONDENTS 1. Preserving respondent anonymity 2.

Providing technical integrity 3. Providing administrative integrity 4.menu Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors SECTION 1 Research Ethics RESPONSIBILITIES TO CLIENTS 1. Providing guidance on research usage . Providing confidentiality 2.

menu Chapter Two Role of Marketing Research Limitations of Marketing Research The Research Process The Research Plan Conducting Research Research Limitations Software Support Statistical Techniques Research Ethics The Authors SECTION 1 Research Ethics RESPONSIBILITIES TO EMPLOYEES 1. and Dawn Iacobucci . Creating an ethical work environment 2. Avoiding opportunities for unethical behavior Table 2-3 Source: Gilbert A Churchill. Jr.