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Research Design
Conclusive Research Design
Descriptive Research
Casual Research
Cross-Sectional Design
Longitudinal Design
Single Cross-Sectional Design
Multiple Cross-Sectional Design
Exploratory
Research Design
A Classification of Marketing Research Designs
Objective:
Character-istics:
Findings /Results:
Outcome:
To provide insights and understanding.
Information needed is defined only loosely. Research process is flexible and unstructured. Sample is small and non-representative. Analysis of primary data is qualitative.
Tentative.
Generally followed by further exploratory or conclusive research.
To test specific hypotheses and examine relationships.
Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is quantitative.
Conclusive.
Findings used as input into decision making.
ExploratoryExploratory ConclusiveConclusive
Difference between Exploratory and Conclusive Research
ObjectiveObjective::
CharacteristicsCharacteristics::
MethodsMethods::
Discovery of Discovery of ideas and ideas and insightsinsights
Flexible, Flexible, versatileversatile
Often the front Often the front end of total end of total research designresearch design
Expert surveysExpert surveysPilot surveysPilot surveysSecondary dataSecondary dataQualitative Qualitative researchresearch
Describe market Describe market characteristics or characteristics or functionsfunctions
Marked by the prior Marked by the prior formulation of formulation of specific specific hypotheseshypotheses
Preplanned and Preplanned and structured designstructured design
Secondary dataSecondary dataSurveysSurveysPanelsPanelsObservation and Observation and other dataother data
Determine cause Determine cause and effect and effect relationshipsrelationships
Manipulation of Manipulation of one or more one or more independent independent variablesvariables
Control of other Control of other mediating mediating variablesvariables
ExperimentsExperiments
ExploratoryExploratory DescriptiveDescriptive CausalCausal
A Comparison of Basic Research DesignsA Comparison of Basic Research Designs
Non-sampling Error
Non-sampling Error
Non-response Error
Non-response Error
Interviewer Errors
Interviewer Errors
Respondent Error
Respondent Error
Researcher Error
Researcher Error
Total ErrorTotal Error
Random Sampling Error
Random Sampling Error
•Surrogate Information Error•Measurement Error•Population Definition Error•Sampling Frame Error•Data Analysis Error
•Surrogate Information Error•Measurement Error•Population Definition Error•Sampling Frame Error•Data Analysis Error
•Respondent Selection Error•Questioning Error•Recording Error•Cheating Error
•Respondent Selection Error•Questioning Error•Recording Error•Cheating Error
•Inability Error•Unwillingness Error
•Inability Error•Unwillingness Error
Response Error
Response Error
Potential Sources of Error in Research DesignsPotential Sources of Error in Research Designs
Primary DataPrimary Data Secondary DataSecondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid & easyCollection cost High Relatively lowCollection time Long Short
A Comparison of Primary & Secondary DataA Comparison of Primary & Secondary Data
CriteriaCriteria Issues Issues Remarks Remarks
Specifications & methodology
Error & Accuracy
Currency
Objective
Nature
Dependability
Data collection method, response rate, quality & analysis of data, sampling technique & size, questionnaire design, field work.Examine errors in approach,research design, sampling,datacollection & analysis, & reporting.Time lag between collection &publication, frequency of updates.Why were the data collected?
Definition of key variables, units of measurement, categories used, relationships examined.Expertise, credibility, reputation, & trustworthiness of the source.
Data should be reliable, valid, & generalizable to the problem.
Assess accuracy by comparing data from different sources.Census data are updated by syndicated firms.The objective determines the relevance of data.Reconfigure the data to increase their usefulness.
Data should be obtained from an original source.
Criteria for Evaluating Secondary DataCriteria for Evaluating Secondary Data
A Classification of Secondary Data A Classification of Secondary Data
Secondary Data
Internal External
Readyto Use
RequiresFurther
processing
PublishedMaterials
ComputerizedDatabases
Syndicated Services
StatisticalData
Published Secondary Data
General Business Sources
Government Sources
Guides Directories Indexes Census Data
Other Government Publications
A Classification of Published Secondary SourcesA Classification of Published Secondary Sources
Bibliographic DatabasesBibliographic Databases
Computerized Databases
On-Line Off-Line
NumericDatabases
Full-Text DatabasesFull-Text Databases
DirectoryDatabasesDirectoryDatabases
Special-Purpose
Databases
Special-Purpose
Databases
A Classification of Computerized DatabasesA Classification of Computerized Databases
Internet
Unit of Measurement
A Classification of Syndicated ServicesA Classification of Syndicated Services
Households/Consumers
Institutions
Syndicated Services: ConsumersSyndicated Services: Consumers
Households / Consumers
Surveys
Mail Diary Panels
Electronic scanner servicesPurchase Media
Psychographic& Lifestyles
GeneralAdvertisingEvaluation
Volume Tracking Data
Scanner Diary Panels
Scanner Diary Panels with Cable TV
Syndicated Services: InstitutionsSyndicated Services: Institutions
Institutions
Retailers Wholesalers Industrial firms
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Corporate Reports
Type Characteristics Advantages Disadvantages Uses Surveys Surveys conducted
at regular intervals Most flexible way of obtaining data; information on underlying motives
Interviewer errors; respondent errors
Market segmentation, advertising theme selection and advertising effectiveness
Diary Purchase Panels
Households provide specific information regularly over an extended period of time; respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic / psychographic characteristics
Lack of representativeness; response bias; maturation
Forecasting sales, market share and trends; establishing consumer profiles, brand loyalty and switching; evaluating test markets, advertising, and distribution
Diary Media Panels
Electronic devices automatically recording behavior, supplemented by a diary
Same as diary purchase panel
Same as diary purchase panel
Establishing advertising rates; selecting media program or air time; establishing viewer profiles
Overview of Syndicated ServicesOverview of Syndicated Services
Type Characteristics Advantages Disadvantages UsesScannerVolumeTrackingData
Householdpurchases arerecorded throughelectronic scannersin supermarkets
Data reflects actualpurchases; timelydata, less expensive
Data may not berepresentative;errors in recordingpurchases; difficultto link purchases toelements ofmarketing mix otherthan price
Price tracking,modeling,effectiveness of in-store promotions
ScannerDiaryPanelswith CableTV
Scanner panels ofhouseholds thatsubscribe to cableTV
Data reflect actualpurchases; samplecontrol; ability tolink panel data tohouseholdcharacteristics
Data may not berepresentative;quality of datalimited
Promotional mixanalyses, copytesting, new producttesting, positioning
Auditservices
Verification ofproduct movementby examiningphysical records orperforminginventory analysis
Relatively preciseinformation at theretail and wholesalelevels
Coverage may beincomplete;matching of data oncompetitive activitymay be difficult
Measurement ofconsumer sales andmarket share,competitive activity,analyzingdistribution patterns:tracking of newproducts
IndustrialProductSyndicatedServices
Data banks onindustrialestablishmentscreated throughdirect inquiries ofcompanies, clippingservices, andcorporate reports
Important source ofinformation onindustrial firms,particularly useful ininitial phases of theprojects
Data are lacking interms of content,quantity, and quality
Determining marketpotential bygeographic area,defining salesterritories, allocatingadvertising budget
Lanjutan…Lanjutan…
International Organizations
Domestic Organizations in the United States
Domestic Organizations in the United States
International Secondary Data
International Organizations in the United States
Organizations in Foreign Countries
Government Sources
Nongovernment Sources
GovernmentsTrade
Associations
A Classification of International SourcesA Classification of International Sources
Rahmad 2006 18
Descriptive Research Design : Descriptive Research Design : Survey and ObservationSurvey and Observation
Survey Survey MethodsMethodsSurvey Survey
MethodsMethods
TelephoneTelephone PersonalPersonal MailMail
In-HomeIn-Home Mall Mall InterceptIntercept
Computer-Assisted Computer-Assisted Personal Personal
InterviewingInterviewing
Traditional Traditional TelephoneTelephone
Computer-Assisted Computer-Assisted Telephone Telephone InterviewingInterviewing
Mail Mail InterviewInterview
Mail Mail PanelPanel
A Classification of Survey MethodsA Classification of Survey Methods
ElectronicElectronic
E-mailE-mail InternetInternet
Outgoing Envelope Outgoing envelope: size, color, return addressPostage Method of addressingCover LetterSponsorship Type of appeal PostscriptPersonalization SignatureQuestionnaireLength Size Layout FormatContent Reproduction Color Respondent anonymityReturn EnvelopeType of envelope PostageIncentivesMonetary versus non-monetary Prepaid versus promised amount
Some Decisions Related to theSome Decisions Related to theMail Interview PackageMail Interview Package
A Classification of Observation Methods
Observation Methods
Personal Observation
Mechanical Observation
Audit Content Analysis
Trace Analysis
Classifying
Observation
Methods
Criteria Personal Mechanical Audit Content Trace Observation Observation Analysis Analysis Analysis
Degree of structure Low Low to high High High MediumDegree of disguise Medium Low to high Low High High Ability to observe High Low to high High Medium Low in natural setting Observation bias High Low Low Medium MediumAnalysis Bias High Low to Low Low Medium
Medium General remarks Most flexible Can be Expensive Limited to Method of intrusive communications last resort
A Comparative Evaluation of Observation MethodsA Comparative Evaluation of Observation Methods
Criteria Telephone Personal Mail ElectronicHigh sample control + + - -Difficulty in locating + - + + respondents at homeInaccessibility of homes + - + +Unavailability of a large + - + +pool of trained interviewersLarge population in rural areas - + - -Unavailability of maps + - + +Unavailability of current - + - +telephone directoryUnavailability of mailing Lists + + - +Low penetration of telephones - + + -Lack of an efficient postal system + + - +Low level of literacy - + - -Face-to-face communication culture - + - -Poor access to computers and Internet? + ? -Note: A + denotes an advantage, and a - denotes a disadvantage.
A Comparative Evaluation of Survey Methods for A Comparative Evaluation of Survey Methods for International Marketing ResearchInternational Marketing Research
A Classification of Experimental DesignsA Classification of Experimental Designs
Experimental Designs
Pre-experimental True Experimental
Quasi Experimental
Statistical
One-Shot Case Study
One Group Pretest-Posttest
Static Group
Pretest-Posttest Control Group
Posttest: Only Control Group
Solomon Four-Group
Time Series
Multiple Time Series
Randomized Blocks
Latin Square
Factorial Design
Treatment Groups Block Store Commercial Commercial Commercial Number Patronage A B C 1 Heavy 2 Medium 3 Low 4 None
An Example of a Randomized Block Design
Interest in the Store Store Patronage High
Medium Low
Heavy B A C Medium C B A Low and none A C B
An Example of Latin Square DesignAn Example of Latin Square Design
Amount of Humor Amount of Store No Medium High Information Humor Humor Humor Low Medium High
An Example of a Factorial DesignAn Example of a Factorial Design
Factor Laboratory Field
Environment Artificial RealisticControl High Low Reactive Error High Low Demand Artifacts High Low Internal Validity High LowExternal Validity Low HighTime Short LongNumber of Units Small LargeEase of implementation High Low Cost Low High
Laboratory versus Field ExperimentsLaboratory versus Field Experiments
Criteria for the Selection of Test MarketsCriteria for the Selection of Test Markets
Test Markets should have the following qualities:
1) Be large enough to produce meaningful projections. They
should contain at least 2% of the potential actual
population. 2) Be representative demographically.
3) Be representative with respect to product
consumption behavior.
4) Be representative with respect to media usage.
5) Be representative with respect to competition.
6) Be relatively isolated in terms of media and physical distribution.
7) Have normal
historical development in the product class 8) Have
marketing research and auditing services available 9) Not
be over-tested
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