Marketing Research Lecture
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MARKE TI NG RES EAR CH
Power Point Slides by Ronald J. Shope in collaboration with John W. Creswell
MA RKETI NG RESE ARCH • Marketing Research is the systematic design of data collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.
Educational Research 2e: Creswell
Burns and Bush Definition) • Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem
Educational Research 2e: Creswell
AMA definition • Marketing research: the function that links the consumer, customer, and public to the marketer through information – information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve the understanding of marketing as a process.
Educational Research 2e: Creswell
Market Research vs. Marketing Research • Market research: the “systematic gathering, recording, and analyzing of data with respect to a particular market, where ‘market’ refers to a specific group in a specific geographic area.”
Educational Research 2e: Creswell
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
Educational Research 2e: Creswell
MARKETING RESEARCH PROCESS
Educational Research 2e: Creswell
Define the problem and research objectives
The formulation of the problem is often more essential than its solution.”
Educational Research 2e: Creswell
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.
Educational Research 2e: Creswell
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 meet an objective. – An opportunity occurs when there is a gap between what did happen and what could have happened…called an opportunity.
Educational Research 2e: Creswell
–Focusing on uncovering the nature and boundaries of a situation or question related to marketing strategy or implementation Determining what information is needed and how that information can be obtained efficiently and effectively.
Educational Research 2e: Creswell
The degree of decision certainty influences Problem Definition & Type of Research
Uncertain (VAGUE)
Aware
Exploratory Research
Certain
Descriptive Research
Casual Research
Three major types of research studies Power Point Slides by Ronald J. Shope in collaboration with John W. Creswell
Uncertainty Influences the Type of Research
Degree of Problem Definition Exploratory Research
Descriptive
Causal
(Unaware of Problem) (Aware of Problem) (Problem Clearly Defined) “Our sales are declining “What kind of people “Will buyers purchase Specific AMBIGUITY .& we don’t Certainty know why? are buying our product? our product in a new ? package? Educational Research 2e: Creswell
Marketi ng Re sea rch Process
Step 1. Defining the Problem & Research Objectives Exploratory Research
Small scale surveys, focus groups, interviews
Descriptive Research
Larger scale surveys, observation, etc.
Causal Research
Experiments
Gathers preliminary information that will help define the problem and suggest hypotheses Describes things such as market potential for a product, consumer attitudes, actual behavior
Tests hypotheses about causeand-effect relationships Educational Research 2e: Creswell
II- develop the research plan • Steps in research plan development : – Determine specific information needs
• • • • •
Data sources Research approaches Research instrument Sampling plan Contact methods Educational Research 2e: Creswell
Primary Versus Secondary Data • Primary data: • information that is developed or gathered by the researcher specifically for research project at hand. • Secondary data: information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand. Educational Research 2e: Creswell
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
Educational Research 2e: Creswell
Types of Secondary Data Internal Data – Internal databases (files, records, reports, etc.) Database: Records
Sales records
Fields
Scanner data Sales reports
Educational Research 2e: Creswell Data mining
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 trade organizations.
Educational Research 2e: Creswell
SECONDARU DATA COLLECTION • INTERNET: • WWW now greatest repository of information the world has seen. • Secondary sources of data on line
Educational Research 2e: Creswell
Table 5-1: Secondary-Data Sources
SecondaryData Sources
A.
C. • • • • H. • •
Internal Sources Company profit-loss statements, balance sheets, sales figures, sales-call reports, invoices, inventory records, and prior research reports. Government Publications Statistical Abstract of the United States County and City Data Book Industrial Outlook Marketing Information Guide Periodicals and Books Business Periodicals Index Standard and Poor’s Industry Educational Research 2e: Creswell
Educational Research 2e: Creswell
Categories of Research • Quantitative research: research involving the use of structured questions in which response options have been predetermined and a large number of respondents involved • Qualitative research: research involving collecting, analyzing, and interpreting data by observing what people do and say Educational Research 2e: Creswell
Research approaches • Primary data can be collected in five ways. • Observation • Focus group • Survey • Behavioral data • experiment Educational Research 2e: Creswell
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 to obtain information
Educational Research 2e: Creswell
Focus Groups • Focus groups are small groups of people( six to ten) brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem
Educational Research 2e: Creswell
Focus Groups • The moderator’s task is to ensure that open discussion is “focused” on some area of interest. • Focus groups are used to generate ideas, to learn the respondents’ “vocabulary,” to gain some insights into basic needs and attitudes.
Educational Research 2e: Creswell
survey • A survey is gathering of primary data by asking people question about their knowledge. Attitude,preferences and buying behavior.
Educational Research 2e: Creswell
Behavioral data • Purchasing behavior can be seen by store scanning data, catalog purchase record, customer data base.
Educational Research 2e: Creswell
Experiment research • The gathering of primary data by selecting matching group of subjects, giving them different treatment, controlling related factors, and checking for differences in group responses. • It tries to explain cause and effect relationship.
Educational Research 2e: Creswell
Research instruments • Two main instrument in collecting primary data • Questionnaire • Mechanical devices
Educational Research 2e: Creswell
What is a Questionnaire • A questionnaire is the vehicle used to pose the questions that the researcher wants respondents to answer.
Educational Research 2e: Creswell
• Questionnaire design is a systematic process in which the researcher contemplates various question formats, considers a number of factors characterizing the survey at hand, ultimately words the various questions very carefully, and organizes the questionnaire’s layout. Educational Research 2e: Creswell
Types of questionnaire • Open-ended questions :Respondents express opinions, ideas, or behaviors in their own words. • This captures the “voice” of respondents. • Closed-end or fixed alternative questions :The simplest form of a fixed alternative question is the dichotomous question, which allows only a “yes” or “no” response Educational Research 2e: Creswell
Mechanical instruments: • Mechanical devices are used in marketing research. • Eyes camera study respondent eye movements to see where their eyes land first and how longer they linger on a given item? • An audiometer is attached to television set in participating homes to record when the set is on and to which channel it is tuned. Educational Research 2e: Creswell
Marketi ng Re sea rch Process
Step 2. Develop the Research Plan - Primary R esearch (p p. 157 ) • Sampling Plans Who is to be surveyed? “sampling unit”
How many should be surveyed?
Sample = representative segment of the relevant population
How should the sample be chosen? “sampling procedure”
NOTE: Typo on Table 5.4 –
“sample size” Educational Research 2e: Creswell
Corrected on next slide
Sa mpli ng pl an • A segment of population selecting for marketing research to represent the population as whole. – Population—all the elements, units, or individuals of interest to researchers for specific study – Sample—a limited number of units chosen to represent the characteristics of a total population Educational Research 2e: Creswell
• Sampling unit: who is to be served? • Define the target population that will be sampled. • Sample size:how many people should be served? • Sampling procedure: how should the responded be chosen? • Probability and non probability sample Educational Research 2e: Creswell
Probability sample • Probability sample – •
each population member has a known chance of being included in the sample
•
Simple random sample – every member of the population has a known and equal chance of selection
• •
Stratified random sample – the population is divided into mutually exclusive groups (e.g., age groups), and random samples are drawn from • each group •
Cluster (area) sample – the population is divided into mutually exclusive • groups (e.g., blocks), and the researcher draws a sample of the groups to • interview Educational Research 2e: Creswell
Nonprobability sample
•
Convenience sample – the researcher selects easiest population members • from which to obtain information •
Judgment sample – the researcher uses his/her judgment to select • population members who are good prospects for accurate information •
Quota sample – the researcher finds and interviews a prescribed number of • people in each of several categories Educational Research 2e: Creswell
Contact method • • • •
Mail Telephone Personal On line interviews
Educational Research 2e: Creswell
Educational Research 2e: Creswell
Step III- collect the information •
At this stage the researcher is ready to go into the field and collect data
Educational Research 2e: Creswell
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 discovering additional findings. Educational Research 2e: Creswell
Present the Findings • After the data are analyzed, the researcher must draw 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 and ‘accessible’ 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 Educational Research 2e: Creswell
• Probability samples: ones in which members 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 population into the sample are unknown Educational Research 2e: Creswell
Contact method • Mail questionnaire : • Personal interviewing
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Power Point Slides by Ronald J. Shope in collaboration with John W. Creswell
MA RKETI NG RESE ARCH • Marketing Research is the systematic design of data collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.
Educational Research 2e: Creswell
Burns and Bush Definition) • Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem
Educational Research 2e: Creswell
AMA definition • Marketing research: the function that links the consumer, customer, and public to the marketer through information – information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve the understanding of marketing as a process.
Educational Research 2e: Creswell
Market Research vs. Marketing Research • Market research: the “systematic gathering, recording, and analyzing of data with respect to a particular market, where ‘market’ refers to a specific group in a specific geographic area.”
Educational Research 2e: Creswell
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
Educational Research 2e: Creswell
MARKETING RESEARCH PROCESS
Educational Research 2e: Creswell
Define the problem and research objectives
The formulation of the problem is often more essential than its solution.”
Educational Research 2e: Creswell
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.
Educational Research 2e: Creswell
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 meet an objective. – An opportunity occurs when there is a gap between what did happen and what could have happened…called an opportunity.
Educational Research 2e: Creswell
–Focusing on uncovering the nature and boundaries of a situation or question related to marketing strategy or implementation Determining what information is needed and how that information can be obtained efficiently and effectively.
Educational Research 2e: Creswell
The degree of decision certainty influences Problem Definition & Type of Research
Uncertain (VAGUE)
Aware
Exploratory Research
Certain
Descriptive Research
Casual Research
Three major types of research studies Power Point Slides by Ronald J. Shope in collaboration with John W. Creswell
Uncertainty Influences the Type of Research
Degree of Problem Definition Exploratory Research
Descriptive
Causal
(Unaware of Problem) (Aware of Problem) (Problem Clearly Defined) “Our sales are declining “What kind of people “Will buyers purchase Specific AMBIGUITY .& we don’t Certainty know why? are buying our product? our product in a new ? package? Educational Research 2e: Creswell
Marketi ng Re sea rch Process
Step 1. Defining the Problem & Research Objectives Exploratory Research
Small scale surveys, focus groups, interviews
Descriptive Research
Larger scale surveys, observation, etc.
Causal Research
Experiments
Gathers preliminary information that will help define the problem and suggest hypotheses Describes things such as market potential for a product, consumer attitudes, actual behavior
Tests hypotheses about causeand-effect relationships Educational Research 2e: Creswell
II- develop the research plan • Steps in research plan development : – Determine specific information needs
• • • • •
Data sources Research approaches Research instrument Sampling plan Contact methods Educational Research 2e: Creswell
Primary Versus Secondary Data • Primary data: • information that is developed or gathered by the researcher specifically for research project at hand. • Secondary data: information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand. Educational Research 2e: Creswell
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
Educational Research 2e: Creswell
Types of Secondary Data Internal Data – Internal databases (files, records, reports, etc.) Database: Records
Sales records
Fields
Scanner data Sales reports
Educational Research 2e: Creswell Data mining
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 trade organizations.
Educational Research 2e: Creswell
SECONDARU DATA COLLECTION • INTERNET: • WWW now greatest repository of information the world has seen. • Secondary sources of data on line
Educational Research 2e: Creswell
Table 5-1: Secondary-Data Sources
SecondaryData Sources
A.
C. • • • • H. • •
Internal Sources Company profit-loss statements, balance sheets, sales figures, sales-call reports, invoices, inventory records, and prior research reports. Government Publications Statistical Abstract of the United States County and City Data Book Industrial Outlook Marketing Information Guide Periodicals and Books Business Periodicals Index Standard and Poor’s Industry Educational Research 2e: Creswell
Educational Research 2e: Creswell
Categories of Research • Quantitative research: research involving the use of structured questions in which response options have been predetermined and a large number of respondents involved • Qualitative research: research involving collecting, analyzing, and interpreting data by observing what people do and say Educational Research 2e: Creswell
Research approaches • Primary data can be collected in five ways. • Observation • Focus group • Survey • Behavioral data • experiment Educational Research 2e: Creswell
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 to obtain information
Educational Research 2e: Creswell
Focus Groups • Focus groups are small groups of people( six to ten) brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem
Educational Research 2e: Creswell
Focus Groups • The moderator’s task is to ensure that open discussion is “focused” on some area of interest. • Focus groups are used to generate ideas, to learn the respondents’ “vocabulary,” to gain some insights into basic needs and attitudes.
Educational Research 2e: Creswell
survey • A survey is gathering of primary data by asking people question about their knowledge. Attitude,preferences and buying behavior.
Educational Research 2e: Creswell
Behavioral data • Purchasing behavior can be seen by store scanning data, catalog purchase record, customer data base.
Educational Research 2e: Creswell
Experiment research • The gathering of primary data by selecting matching group of subjects, giving them different treatment, controlling related factors, and checking for differences in group responses. • It tries to explain cause and effect relationship.
Educational Research 2e: Creswell
Research instruments • Two main instrument in collecting primary data • Questionnaire • Mechanical devices
Educational Research 2e: Creswell
What is a Questionnaire • A questionnaire is the vehicle used to pose the questions that the researcher wants respondents to answer.
Educational Research 2e: Creswell
• Questionnaire design is a systematic process in which the researcher contemplates various question formats, considers a number of factors characterizing the survey at hand, ultimately words the various questions very carefully, and organizes the questionnaire’s layout. Educational Research 2e: Creswell
Types of questionnaire • Open-ended questions :Respondents express opinions, ideas, or behaviors in their own words. • This captures the “voice” of respondents. • Closed-end or fixed alternative questions :The simplest form of a fixed alternative question is the dichotomous question, which allows only a “yes” or “no” response Educational Research 2e: Creswell
Mechanical instruments: • Mechanical devices are used in marketing research. • Eyes camera study respondent eye movements to see where their eyes land first and how longer they linger on a given item? • An audiometer is attached to television set in participating homes to record when the set is on and to which channel it is tuned. Educational Research 2e: Creswell
Marketi ng Re sea rch Process
Step 2. Develop the Research Plan - Primary R esearch (p p. 157 ) • Sampling Plans Who is to be surveyed? “sampling unit”
How many should be surveyed?
Sample = representative segment of the relevant population
How should the sample be chosen? “sampling procedure”
NOTE: Typo on Table 5.4 –
“sample size” Educational Research 2e: Creswell
Corrected on next slide
Sa mpli ng pl an • A segment of population selecting for marketing research to represent the population as whole. – Population—all the elements, units, or individuals of interest to researchers for specific study – Sample—a limited number of units chosen to represent the characteristics of a total population Educational Research 2e: Creswell
• Sampling unit: who is to be served? • Define the target population that will be sampled. • Sample size:how many people should be served? • Sampling procedure: how should the responded be chosen? • Probability and non probability sample Educational Research 2e: Creswell
Probability sample • Probability sample – •
each population member has a known chance of being included in the sample
•
Simple random sample – every member of the population has a known and equal chance of selection
• •
Stratified random sample – the population is divided into mutually exclusive groups (e.g., age groups), and random samples are drawn from • each group •
Cluster (area) sample – the population is divided into mutually exclusive • groups (e.g., blocks), and the researcher draws a sample of the groups to • interview Educational Research 2e: Creswell
Nonprobability sample
•
Convenience sample – the researcher selects easiest population members • from which to obtain information •
Judgment sample – the researcher uses his/her judgment to select • population members who are good prospects for accurate information •
Quota sample – the researcher finds and interviews a prescribed number of • people in each of several categories Educational Research 2e: Creswell
Contact method • • • •
Mail Telephone Personal On line interviews
Educational Research 2e: Creswell
Educational Research 2e: Creswell
Step III- collect the information •
At this stage the researcher is ready to go into the field and collect data
Educational Research 2e: Creswell
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 discovering additional findings. Educational Research 2e: Creswell
Present the Findings • After the data are analyzed, the researcher must draw 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 and ‘accessible’ 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 Educational Research 2e: Creswell
• Probability samples: ones in which members 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 population into the sample are unknown Educational Research 2e: Creswell
Contact method • Mail questionnaire : • Personal interviewing
Educational Research 2e: Creswell
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