Académique Documents
Professionnel Documents
Culture Documents
Fall 2012-13
zlem HESAPI
The Greek philosopher. His students included Plato and Aristotle The Greek philosopher He believed that a philosophical compartment toward life would lead one to being just and ultimately happy The Greek philosopher and tutor to Alexander the Great. A Polish astronomer, proposed the heliocentric model that all the planets, including the earth orbited the sun. The Italian mathematician, constructed the first telescope and confirmed Copernicuss view of universe.
The truly successful managers and leaders of the [twenty-first] century willbe characterized not by how they can access information, but how they can access the most relevant information and differentiate it from the exponentially multiplying masses of non-relevant information.
P.Drucker
Department Store
He was working for a I found that much of department store chain and the data collected was not relevant to the data wanted help analyzingthe problem. The whole he had collected while study was a waste of resources. A new conducting a marketing designed and implemented study had to be research study. the problem defined. to address
Then
WHAT IS RESEARCH?
Process of
investigation into a specific problem with the objective of finding answers or solutions
1. 2. 3. 4. 5. 6. 7.
Research requires a specific plan of action (or procedures) Research originates with a question problem Research is guided by the research question(s) and often by hypotheses Research usually divides the principal problem into more manageable subproblems. Research demands a clear articulation of a goal Research is based on facts called data Research requires measurable data in attempting to resolve the problem initiated by the research.
Purposiveness:
Testability:
Replicability:
Precision
Generalizability:
Parsimony:
Simplicity in explaining
COST
Research Expenditures
Delay of Marketing Decision
VALUE
Possible Disclosure of Information to Rivals Possible Erroneous Research Results Lack of resources to conduct quality research
Decreased Certainity
Increased Likelihood of a Correct Decision Improved Market Performance and Resulting Higher Profits
Research findings cannot be implemented Research objectives are unclear Research question cannot be answered Knowledge already exists Decision has already been made
The difference between expected value with information and expected value without information
In general, research should be conducted only when the benefits exceed the costs!
Availability of Data
Yes Is the information already on hand inadequate for making the decision? Yes
Benefits vs. Costs Does the value of the Yes research information exceed the cost of conducting research? No Conduct Marketing Research
No
N o
No
Both involve paying a fee to reduce risk... Neither one prevents disaster!
TYPES OF RESEARCH
"Basic research " seeks to expand our knowledge of fundamental relationships, with no specific application in mind. "Applied research" seeks to address a specific, immediate problem.
Market Potential Research Market Share Research Market Characteristics Research Sales Analysis Research Forecasting Research Trends Research
Segmentation Research
PRODUCT RESEARCH SEGMENTATION RESEARCH Determine the basis of segmentation Create lifestyle, demography, media usage profiles Establish market potential and responsiveness for various segments Select target markets Test concept Determine optimal product design Test marketing Package tests Product modification
PROMOTIONAL RESEARCH Optimal promotional budget Optimal promotional mix Copy decisions Media decisions
PRICING RESEARCH
Pricing policies
Product line pricing Price elasticity of demand Initiating and responding to price changes
RESEARCH PROCESS
1- Establish a need for information 2- Specify Research Objectives, Decision Problems , Research Problems 3- Specify Information Needs and the Associated Research Design 4- Determine Sources of Data 5- Develop Data Collection Forms 6- Design the Sample 7- Collect, Process, and Analyse the Data 8- Present the Results
RESEARCH PROCESS
What
is the purpose of the study? to identify a problem / opportunity? to solve a problem? information is needed to make the decision? research be conducted?
What
Should
RESEARCH PROCESS
1- Establish a need for information 2- Specify Research Objectives, Decision Problems , Research Problems 3- Specify Information Needs and the Associated Research Design 4- Determine Sources of Data 5- Develop Data Collection Forms 6- Design the Sample 7- Collect, Process, and Analyse the Data 8- Present the Results
A problem simply indicate an interest in an issue where finding the right answers might help to improve situations. It does not necessarily mean that something is seriously wrong with a current situation!
The formulation of the problem is often more essential than its solution
Albert Einstein
PROBLEM DEFINITION
Before defining the problem you should be able to answer the following questions: What is the purpose of the research? How much is already known? Is additional background information necessary? What is to be measured ? How? Can the data be made available? Can a hypothesis be formulated?
The
problem statement should be expressed as a problem--a matter of doubt, difficulty, or dissatisfaction the answer or solution to which is not immediately evident.
The
problem should be stated in a way that convinces the researcher that its solution will leave the world a better place in which to live.
The
statement of the problem should clearly describe the problem that will be addressed by the proposed study
It
should be clear as to what is included in the problem and what is not included in the problem.
.
. . . . . .
To determine consumer preferences and atitudes for the proposed new product
.
.
Research Problem
Broad Statement
Specific Components
RESEARCH PROCESS
1- Establish a need for information 2- Specify Research Objectives, Decision Problems , Research Problems 3- Specify Information Needs and the Associated Research Design 4- Determine Sources of Data 5- Develop Data Collection Forms 6- Design the Sample 7- Collect, Process, and Analyse the Data 8- Present the Results
TYPES of DATA
Secondary Primary
Data
Data
SECONDARY DATA
Internal
External
Ready to Use
Computerized Databases
Syndicated Services
etc...
EXTERNAL DATA
as Secondary Source
of Commerce http://www.tr-ito.com/ITOPortal/mainIE.html
Directories
http://www.rv.org.tr/ http://www.rd.org.tr/
Databases http://globaledge.msu.edu/ibrd/ibrd.asp
National
- local newspapers
http://radikal.com.tr http://milliyet.com.tr
International
cheaper
topic
Not
Relevant; data may not fit current study different units of measurement different class boundaries or summarization out of date
Not
Fact Finding
Model building
- Estimating market potential - Forecasting sales - Selecting trade areas and sites
- Development of Prospect Lists - Enhancement of Customer Lists
Literature survey!
Significancy and relevancy of the problem investigated is revealed to the scientific community.
What variables to consider (parsinomy), why they are important. This helps to construct theoretical framework and develop the hypothesis for testing.
Theory is a set of (network of) general propositions used to explain the relationships among certain phenomena
Hypothesis is a proposition that is empirically testable. Empirical means that something is verifiable by research.
You need variables for stating propositions and then developing theories. A variable (or construct) is:generalized idea about a class of objects, attributes, occurrences, processes, behavior, attitude eg; Package design, quality, brand image, taste of a product, school failure, achievement, inflation, strike, internet usage, reinforcement, productivity, aggressiveness, conformity, honesty, anxiety, brand equity
VARIABLE
A variable is anything that can take on differing, varying values For.ex- exam score: from 0 to 100 For.ex- motivation: from not at all to very high motivation
Exercise
Decision Problem: Develop a social environment for Bilgi Students Research Problem: Analyse Life Styles Variable / LS: AIO (Activities, Interests, Opinions)
I like a lot of variety in my life. Mostly disagree Somewhat disagree Somewhat agree Mostly agree I follow the latest trends and fashions. Mostly disagree Somewhat disagree Somewhat agree Mostly agree
I often crave excitement. Mostly disagree Somewhat disagree Somewhat agree Mostly agree
TYPES of VARIABLES
DEPENDENT VARIABLE
It is the primary interest of the researcher. The researchers goal is to explain the variability in the dependent variable.
A manager is concerned that the sales of a new product launched is not as high as expected. The dependent variable is sales.
INDEPENDENT VARIABLE
It is the one that influences the dependent variable in either a positive or a negative way
Independent variable(s) IMC budget price of product package design of product etc....
MEDIATING VARIABLE
Presence of a third variable modifies the originally expected relationship between the dependent and independent variables
INTERVENING VARIABLE
It is one that surfaces between the time the independent variables operate to influence the dependent variable and their impact on the dependent variable
HYPOTHESIS DEVELOPMENT
Once the variables are identified, a logical reasoning must be done about the relationship among variables. And then this relation must be tested scientifically. Formulating such testable statements is called hypothesis development
H: There is no significant relationship between the imc budget spent for launching the new product and its sales
Exercise Solution
Intervening Variable: public reaction to the newly announced pollution created by the production process of the product
EXERCISE
A soft drink firm will launch a new brand of beverage in two years time.
In a short time they plan to capture a significant portion of the market and they wonder about the factors of brand loyalty in soft drinks market.
Decision Problem: whether to launch a new brand of beverage. Research Problem: the factors of brand loyalty in soft drinks market.
The research company finds out through the literature that taste, package design, price and availibility are the factors that increase loyalty. And they also read in the literature that recommendation of friends- word of mouth- strengthens this relation.
VARIABLES
INDEPENDENT VARIABLES
-Taste -package design - price -availibility
DEPENDENT VARIABLE
Loyalty to soft drinks
MEDIATING VARIABLE
WOM
Hypothesis
There is a significant relationship between loyalty to soft drinks and package design There is a significant relationship between loyalty to soft drinks and price There is a significant relationship between loyalty to soft drinks and taste There is a significant relationship between loyalty to soft drinks and availibility There is a significant relationship between loyalty to soft drinks and WOM
EXERCISE 2
A Cosmetic Company wants to start a PR campaign in one month time. A celebrity woman will make testimonials with different products of the firm and will make speeches. To make sure of the effectiveness of the campaign they want to frame the content of speeches.
So company aims to learn the most important points to convince the customers prefer their brand.
Decision Problem: whether to start a PR campaign Research Problem: the points of brand preference in cosmetic sector.
The research company finds out through the literature that easy pronounciation of brand name, price, fragrance and color of package are the factors that influence brand preference. And they also read in the literature that, education level of consumers, affect the priority of factors. Besides the attractivenessof celebrity has high impact
VARIABLES
MEDIATING VARIABLE
Attractiveness of celebrity
INDEPENDENT VARIABLES
Easy pronunciation of brand name Price Fragrance Color of pack
DEPENDENT VARIABLE
Brand preference in cosmetics
MEDIATING VARIABLE
Education
EXERCISE
INDEPENDENT VARIABLE(s)
-Demographic variables -Location of internet usage -# of hours/ week spent over Internet -Reason of Internet use -Other media consumption
EXERCISE
INDEPENDENT VARIABLE(s)
MEDIATING VARIABLE
When a variable appears to have an effect on another variable, it is very important to be able to state with confidence that the effect was really due to the variable and not just due to chance.
RESEARCH PROCESS
1- Establish a need for information 2- Specify Research Objectives, Decision Problems , Research Problems 3- Specify Information Needs and the Associated Research Design 4- Determine Sources of Data 5- Develop Data Collection Forms 6- Design the Sample 7- Collect, Process, and Analyse the Data 8- Present the Results
A research design is a framework or blueprint for conducting the research project. It details the procedures necessary for obtaining the information needed to structure or solve research problems.
of generalization required.
Research Design
Descriptive Research
Causal Research
....
a given research project may contain elements of all three types of research designs !
Unit of analysis
Individuals Dyads Groups Organisations Cultures
TIME HORIZON