marketing research: overview jeremy kees, ph.d
Post on 27-Dec-2015
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What is Marketing Research?
• ….. the process of collecting and using information for marketing decision-making
• Marketing Research is conducted by:– Companies large and small
– Independent Marketing Research Firms
What is Marketing Research?
• Marketing Research helps us:– Assess Market Potential (Target Market
Selection)
– Explore what Product/Service Offerings Customers Want
– Develop New Products
– Develop Effective Promotional Strategies
– Determine price points
– Measure Existing Customer Satisfaction
– Monitor the External Environment
Stages in theResearch Process(ResearchersPerspective)
Determine Research Design
Analyze and Interpret the Data
Design Sample and Collect Data
Formulate Problem
Design Data Collection Method and Forms
Prepare the Research Report
Popular Research Designs
• Exploratory Research– “Discovery”
• Descriptive Research– “Relationships”
• Causal Research– Experiments
Exploratory Research
CausalResearch
DescriptiveResearch
•Formulate problems more precisely•Develop Hypotheses•Establish priorities for research•Eliminate impractical ideas•Clarify concepts
•Literature search•Experience survey•Analysis of select cases•Interviews•Ethnographies•Focus groups•Etc.•Describe segment characteristics
•Estimate proportion of people who behave in a certain way•Make specific predictions
•Longitudinal study•Panels•Sample Survey
•Provide evidence regarding causal relationships•Rule out all other explanations •Laboratory experiment
•Field experiment
Uses Types
Overview of Research Design
Qualitative versus Quantitative Research
Data• Quantitative = numeric data
• Qualitative = non-numeric data– Caveat – all qualitative data can be coded and all
quantitative data is based on judgment
• Common Assumption:– Qualitative Data = preliminary
– Quantitative Data = confirmatory
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Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Qualitative vs. Quantitative Research
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• Focus groups: small group discussions led by a trained moderator
• Objectives:• Generate ideas• Understand consumer vocabulary• Reveal consumer needs, motives,
perceptions, and attitudes on products and services
• Understand findings from quantitative studies
Focus Groups
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• Advantages:• Generation of fresh ideas• Client interaction• Versatility• Ability to tap special respondents
• Disadvantages:• Representative of the population?• Subjective interpretation• High cost-per-participant
Focus Groups
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Group Size 8-12
Group Composition Homogeneous respondents,
prescreened
Physical Setting Relaxed, informal atmosphere
Time Duration 1-3 hours
Recording Audiocassettes and/or Video
Moderator Observational, interpersonal, and communication skills of the
moderator
Focus Group Characteristics
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• In-Depth interview• Uses a set of probing questions posed one-on-
one to a subject by a trained interviewer so as to gain an idea of what the subject thinks about something or why he or she behaves a certain way
• Ethnographies• developing understandings of the everyday
activities of people in local settings
• Observation• Insight into actual, not reported, behaviors
• Mystery Shopping
Other Popular Qualitative Techniques
Descriptive Research
• Describe what is going on or exists• Estimate how groups of consumers might
behave• Examine relationships between two or
more variables• Predict
Causal Research
• Helps us determine if one or more IVs (treatment, predictors) causes or affects one or more DVs (outcome variables)
• Most demanding design—strongest conclusion• Requires the highest degree of understanding of
the problem
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Scientific investigation in which an investigator manipulatesand controls one or more independent variables and observes the dependentvariable for variation concomitant to themanipulation of the independent variables
Laboratory Experiment
Experiment
Field Experiment
Research study in a realistic situationin which one or more independent variables are manipulated by theexperimenter under as carefully controlled conditions as the situation will permit
Research investigation in which investigator creates a situation with exact conditions, so as to control some, and manipulate other, variables
Types of Experiments
Definitions and Concepts
• Independent variables (IV) are variables or alternatives that are manipulated and whose effects are measured and compared, e.g., price levels.
• Test units are individuals, organizations, or other entities whose response to the independent variables or treatments is being examined, e.g., consumers or stores.
• Dependent variables (DV) are the variables which measure the effect of the independent variables on the test units, e.g., sales, profits, and market shares.
• Extraneous variables are all variables other than the independent variables that affect the response of the test units, e.g., store size, store location, and competitive effort.
– Covariates
Validity
• Internal validity refers to whether the manipulation of the independent variables or treatments actually caused the observed effects on the dependent variables. Control of extraneous variables is a necessary condition for establishing internal validity.
• External validity refers to whether the cause-and-effect relationships found in the experiment can be generalized. To what populations, settings, times, independent variables and dependent variables can the results be projected?
Design Data Collection and Forms
• Secondary Data• Exploratory Research
– Informal and flexible
– Script
• Descriptive / Causal Research– Rigid and Structured
– Survey
Design Sample and Collect Data
• Why is sampling important??
• Basic Sampling Methods– Probability
– Non-Probability
Analyze and Interpret Data
• Exploratory Research– Identify themes and patterns
– Open for more subjective researcher interpretation
• Descriptive / Causal Research– Statistical Analysis
• Regression, ANOVA, Multidimensional Scaling, Cluster Analysis, etc.
• More “conclusive”
Prepare Research Report
• Key Issues– Try to be objective as possible and honest
with your client
– Take note of the technical sophistication of your client
– Be careful when reporting results versus making inferences / recommendations
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