SRMT Marketing Research Lecture

MARKETING RESEARCH
Power Point Slides by Ronald J. Shope in collaboration with John W. Creswell
MARKETING RESEARCH
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
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.
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.
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
MARKETING RESEARCH PROCESS
Define the problem and research objectives
The formulation of the problem is often more essential than its solution.
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.
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 happenedcalled an opportunity.
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.
The degree of decision certainty influences Problem Definition & Type of Research
Uncertain (VAGUE)
Aware
Certain
Exploratory Research
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 Descriptive Causal Research
(Problem Clearly Defined) (Unaware of Problem) (Aware of Problem)
Our sales are declining What kind of people Will buyers purchase .& we dont know why? are buying our product? our product in a new ? package? AMBIGUITY Specific Certainty
Marketing Research Process
Step 1. Defining the Problem & Research Objectives

Exploratory Research
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
Small scale surveys, focus groups, interviews
Larger scale surveys, observation, etc.
Descriptive Research
Experiments
Causal Research
Tests hypotheses about causeand-effect relationships

II- develop the research plan

Steps in research plan development :
Determine specific information needs
Data sources Research approaches Research instrument Sampling plan Contact methods
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.
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
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.
SECONDARU DATA COLLECTION

INTERNET:
WWW now greatest repository of information the world has seen. Secondary sources of data on line
Table 5-1: Secondary-Data Sources
SecondaryData Sources
A.
B. C.
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 Poors Industry
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
Research approaches
Primary data can be collected in five ways. Observation Focus group Survey Behavioral data experiment
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
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
Focus Groups
The moderators 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.
survey
A survey is gathering of primary data by asking people question about their knowledge. Attitude,preferences and buying behavior.
Behavioral data
Purchasing behavior can be seen by store scanning data, catalog purchase record, customer data base.
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.
Research instruments
Two main instrument in collecting primary data Questionnaire Mechanical devices
What is a Questionnaire
A questionnaire is the vehicle used to pose the questions that the researcher wants respondents to answer.
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 questionnaires layout.
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
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.
Marketing Research Process
Step 2. Develop the Research Plan - Primary Research (pp. 157)
Sampling Plans
Who is to be surveyed?
sampling unit
Sample =
representative segment of the relevant population
How should the sample be chosen?

sampling procedure
NOTE: Typo on Table 5.4 Corrected on next slide
How many should be surveyed?

sample size
Sampling plan
A segment of population selecting for marketing research to represent the population as whole.
Populationall the elements, units, or individuals of interest to researchers for specific study Samplea limited number of units chosen to represent the characteristics of a total population
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
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
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
Contact method
Mail Telephone Personal On line interviews
Step III- collect the information

At this stage the researcher is ready to go into the field and collect data
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.
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
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
Contact method
Mail questionnaire : Personal interviewing

SRMT Marketing Research Lecture

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MARKETING RESEARCH

Power Point Slides by Ronald J. Shope in collaboration with John W. Creswell

Educational Research 2e: Creswell

Burns and Bush Definition)

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Educational Research 2e: Creswell

MARKETING RESEARCH PROCESS

Educational Research 2e: Creswell

Define the problem and research objectives

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Define the Problem

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Three major types of research studies

Uncertainty Influences the Type of Research

Degree of Problem Definition

Educational Research 2e: Creswell

Marketing Research Process

Step 1. Defining the Problem & Research Objectives

Small scale surveys, focus groups, interviews

Larger scale surveys, observation, etc.

Tests hypotheses about causeand-effect relationships

II- develop the research plan

Primary Versus Secondary Data

Classification of Secondary Data

Educational Research 2e: Creswell

Types of Secondary Data

Educational Research 2e: Creswell Data mining

External Secondary Data

Educational Research 2e: Creswell

SECONDARU DATA COLLECTION

Educational Research 2e: Creswell

Table 5-1: Secondary-Data Sources

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Marketing Research Process

Step 2. Develop the Research Plan - Primary Research (pp. 157)

How should the sample be chosen?

How many should be surveyed?

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Step III- collect the information

Educational Research 2e: Creswell

Analyze the information

Present the Findings

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Educational Research 2e: Creswell

Educational Research 2e: Creswell