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2-1Copyright 2010 Pearson Education, Inc. 2007Prentice Hall

Redefining Marketing Research

The American Marketing Association (AMA)

redefined Marketing Research as:

The function that links the consumer, the

customer, and public to the marketer

throughINFORMATION

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Used to identify anddefine marketopportunities andproblems

Generate, refine, andevaluate marketingperformance

Monitor marketing

performance

Improve understandingof marketing as aprocess

Information

Redefining Marketing Research

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Definition of Marketing Research

Marketing research is the systematic and objective

identification

collection

analysis

dissemination

and use of information

For the purpose of improving decision making related to the

identification and solution of problems and opportunities in marketing

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Market Research

Specifies the information necessary toaddress these issues

Manages and implements the data

collection process Analyzes the results

Communicates the findings and theirimplications

Helps managers use this information tomake decisions

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Classification of Marketing Research

Problem-Identification Research Research undertaken to help identify problems which are

not necessarily apparent on the surface and yet exist orare likely to arise in the future. Examples: market

potential, market share, image, market characteristics,sales analysis, forecasting, and trends research.

Problem-Solving Research Research undertaken to help solve specific marketing

problems. Examples: segmentation, product, pricing,promotion, and distribution research.

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A Classification of Marketing Research

Marketing Research

ProblemIdentification Research

Problem-SolvingResearch

Market Potential ResearchMarket Share Research

Market Characteristics ResearchSales Analysis ResearchForecasting ResearchBusiness Trends Research

Segmentation Research

Product Research

Pricing ResearchPromotion Research

Distribution Research

Fig.1.1

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Problem-Solving Research

Determine the basis ofsegmentation

Establish market potential and

responsiveness for varioussegments

Select target markets

Create lifestyle profiles:demography, media, and

product image characteristics

SEGMENTATIONRESEARCH

Test concept

Determine optimal productdesign

Package tests Product modification

Brand positioning andrepositioning

Test marketing

PRODUCTRESEARCH

Table

1.1

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Table 1.1

cont.

PRICING RESEARCH

Pricing policies

Importance of price in brandselection

Product line pricing

Price elasticity of demand

Initiating and responding to price

$ALE

PROMOTIONAL RESEARCH

Optimal promotional budget Sales promotion relationship

Optimal promotional mix

Copy decisions

Media decisions Creative advertising testing

Evaluation of advertisingeffectiveness

Claim substantiation

0.00% APR

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Table 1.1cont.

DISTRIBUTION RESEARCHDetermine

Types of distribution

Attitudes of channel members

Intensity of wholesale & resale coverage Channel margins

Location of retail and wholesale outlets

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Marketing Research Process

Step 1 : Problem Definition

Step 2 : Development of an Approach to the Problem

Step 3 : Research Design Formulation

Step 4 : Fieldwork or Data Collection

Step 5 : Data Preparation and Analysis

Step 6 : Report Preparation and Presentation

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2-11Copyright 2010 Pearson Education, Inc.

Marketing Research Process

Step 1: Defining the Problem

Step 2: Developing an Approach to the Problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report

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The Role of Marketing Research

Controllable

Marketing

Product

Pricing

Promotion

Distribution

Variables

Marketing

Research

Marketing

DecisionMaking

Providing

Information

Assessing

Information

Needs

Marketing Managers

Market Segmentation

Performance & Control

Target Market Selection

Marketing Programs

Uncontrollable

Environmental

Factors

Economy

Technology Laws &

Regulations

Social & CulturalFactors

Political Factors

Fig.1.2 Consumers

Employees Shareholders Suppliers

Customer Groups

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Client

Needs Find Seek Plan Act

Solve Problem

Achieve Goal

How WeHelp

ClarifyDecisions

Research

Analysis

EvaluateInterpretFacilitate

Recommend

MarketPlan

Research

AdviseAssistExecution

Opportunity scan

Option generation

Refine options

Decision

Fig. 1.3

Power Decisions Methodology

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Marketing Research Suppliers & Services

LIMITEDSERVICE

OtherServices

Technicaland AnalyticalServices

Focus Groupsand QualitativeServices

FieldServices

FULLSERVICE

SyndicateServices

StandardizedServices

CustomizedServices

InternetServices

RESEARCHSUPPLIERS EXTE

RNAL

INTERNAL

Fig.1.4

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U.S. Rank Organization Headquarters Website U.S. Global Non-U.S.2007

2006

Table 1.2 Top 50 U.S. Marketing ResearchFirms1 1 The Nielsen Co. New York nielsen.com $2,173.0 $4,220.0 48.5%

2 2 IMS Health Inc. Norwalk, Conn. imshealth.com 801.0 2,192.6 63.5

3 3 Kantar Group* Fairfield, Conn. kantargroup.com 526.8 1,551.4 66.0

4 5 Westat Inc. Rockville, MD westat.com 467.8 467.8

5 4 IRI Chicago infores.com 441.0 702.0 37.2

6 6 TNS U.S. New York tnsglobal.com 379.8 2,137.2 82.2

7 7 Arbitron Inc. New York arbitron.com 338.5 352.1 3.9

8 8 GfK AG USA Nuremberg, Germany gfk.com 319.7 1,603.00 80.1

9 9 Ipsos New York ipsos-na.com 281.2 1,270.30 77.9

10 10 Synovate London synovate.com 250.4 867.0 71.1

11 11 Maritz Research Fenton, Mo. maritzresearch.com 187.4 223.3 16.1

12 13 J.D. Power and Associates* Westlake Village, Calif. jdpower.com 184.5 260.5 29.2

13 12 Harris Interactive Inc. Rochester, N.Y. harrisinteractive.com 161.0 227.0 29.1

14 14 The NPD Group Inc. Port Washington, N.Y. npd.com 160.4 211.1 24.0

15 Opinion Research/

Guideline Group Omaha, Neb. infousa.com 124.7 206.7 39.7

15 Opinion Research Corp. Princeton, N.J. opinionresearch.com 97.5 179.5 45.7

a e

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U.S. Rank Organization Headquarters Website U.S. Global Non-U.S.2007 2006

a e . . .(Cont)

38Guideline Inc. New York guideline.com 26.8 26.8

16 18 comScore Inc. Reston, Va. comscore.com 77.0 87.2 11.7

17 20 Market Strategies Inc. Livonia, Mich. marketstrategies.com 75.7 80.4 5.8

20Market Strategies Inc. Livonia, Mich. markestrategies.com 53.4 58.1 8.1

37Flake-Wilkerson Market Insights Little Rock, Ark. fw-mi.com 22.3 22.3

18 17 Lieberman Research Worldwide Los Angeles Irwonline.com 71.0 87.4 18.8

19 Abt Associates Inc. Cambridge, Mass. abtassociates.com 55.1 55.1

19

Abt Associates Inc. Cambridge, Mass. abtassociates.com 33.0 33.0

41Abt SRBI Inc. New York srbi.com 22.1 22.1

20 23 OTX Los Angeles otxresearch.com 50.8 54.5 6.8

21 21 Burke Inc. Cincinnati burke.com 47.0 53.1 11.5

22 22 MVL Group Inc. Jupiter, Fla. mvlgroup.com 42.3 42.3

23 26 Knowledge Networks Inc. Menlo Park, Calif. knowledgenetworks.com 37.3 37.3

23 25 National Research Corp. Lincoln, Neb. nationalresearch.com 37.3 41.3 9.7

25 24 Directions Research Inc. Cincinnati directionsresearch.com 37.2 37.2

26 40 Phoenix Marketing International Rhineback, N.Y. phoenixmi.com 33.5 34.9 4.0

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U.S. Rank Organization Headquarters Website U.S. Global Non-U.S.2007

2006

Table 1.2Top 50 U.S. Marketing Research Firms(Cont)

27 34 Lieberman Research Group Great Neck, N.Y. liebermanresearch.com 30.1 30.1

28 27 ICR/Int'l Communications Research Media, Pa. icrsurvey.com 28.8 29.7 3.0

29 28 Morpace Inc. Farmington Hills, Mich. morpace.com 28.7 33.2 13.6

30 33 MarketCast Los Angeles marketcastonline.com 25.1 25.1

31 36 Data Development Worldwide New York datadw.com 25.0 25.3 1.2

32 39 C&R Research Services Inc. Chicago crresearch.com 23.6 23.6

33 32 Informa Research Services Inc. Calabasas, Calif. informars.com 23.5 23.5

34 31 National Analysts Worldwide Philadelphia nationalanalysts.com 23.3 23.3

35 44 Service Management Group Kansas City, Mo. servicemanagement.com 22.4 23.0 2.6

36 34 Market Probe Inc. Milwaukee marketprobe.com 21.7 41.4 47.6

37 Hitwise New York hitwise.com 21.6 49.9 56.7

38 42 Walker Information Indianapolis walkerinfo.com 21.2 25.5 16.9

39 43 KS&R Inc. Syracuse, N.Y. ksrinc.com 17.1 21.0 18.6

40 47 Bellomy Research Inc. Winston-Salem, N.C. bellomyresearch.com 16.7 16.7

41 46 MarketVision Research Inc. Cincinnati marketvisionresearch.com 16.4 16.4

42 28 Public Opinion Strategies Alexandra, Va. pos.org 15.5 15.5

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U.S. Rank Organization Headquarters Website U.S. GlobalNon-U.S.2007

2006

Table 1.2Top 50 U.S. Marketing Research Firms(Cont)

43 Compete Inc. Boston compete.com 14.9 14.9

44 45 Savitz Research Companies Dallas savitzresearch.com 14.8 14.8

45 48 RDA Group Inc.Bloomfield Hills,

Mich. rdagroup.com 13.7 16.8 18.5

46 Gongos Research Inc. Auburn Hills, Mich. gongos.com 13.3 13.3

47 Q Research Solutions Inc. Old Bridge, N.J. whoisq.com 13.0 13.2 1.5

48 49 Marketing Analysts Inc. Charleston, S.C. marketinganalysts.com 12.8 13.6 5.9

49 50RTi Market Research & Brand

Strategy Stamford, Conn. rtiresearch.com 12.2 12.2

50 The Link Group Atlanta the-link-group.com 11.9 13.3 10.5

Total $7.828.7 $17,638.0 55.6%

All other (150 CASRO companies notincluded in the Top 50) $774.3 $870.1 11.0%

Total (200 companies) $8,603.0 $18,508.1 53.5%

*Estimated by Top 50. U.S. and worldwide revenue may include nonresearch activities for some companies that are significantly higher.Rate of growth from year to year has been adjusted so as not to include revenue gains or losses from acquisitions or divestitures. Total

revenue of 150 survey research companies that provide financial information on a confidential basis to CASRO.

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Selected Marketing Research Career Descriptions

Vice President of Marketing Research:The senior position inmarketing research. The vice president (VP) is responsible for theentire marketing research operation of the company and serves on thetop management team. This person sets the objectives and goals ofthe marketing research department.

Research Director:Also a senior position. The research director hasthe general responsibility for the development and execution of all themarketing research projects.

Assistant Director of Research:Serves as an administrativeassistant to the director and supervises some of the other marketingresearch staff members.

(Senior) Project Manager:Has overall responsibility for design,implementation, and management of research projects.

Statistician/Data Processing Specialist:Serves as an expert ontheory and application of statistical techniques. Responsibilities includeexperimental design, data processing, and analysis.

Fig.

1.5

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Selected Marketing Research Career Descriptions

Vice President of MarketingResearch

Part of companys top management team

Directs companys entire market research

operation

Sets the goals & objectives of the

marketing research department

Research Director

Also part of seniormanagement

Heads the development andexecution of all researchprojects

Assistant Director of Research

Administrative assistant to director

Supervises research staff members

Senior Project Manager Responsible for design, implementation, & research

projects

Fig. 1.5cont.

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Analyst Handles details in execution of project Designs & pretests questionnaires Conducts preliminary analysis of data

Junior Analyst Secondary data analysis Edits and codes questionnaires Conducts preliminary analysis of data

Fieldwork Director Handles selection, training, supervision,and evaluation of interviewers and fieldworkers

Senior Analyst Participates in the development of projects Carries out execution of assigned projects Coordinates the efforts of analyst, junior analyst, & other personnel in the development

of research design and data collection Prepares final report

Fig. 1.5cont.

Statistician/Data Processing Serves as expert on theory and

application on statistical techniques Oversees experimental design, data

processing, and analysis

Selected Marketing Research CareerDescriptions

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Marketing Research Suppliers & Services

Internal suppliers

External suppliers Full-service suppliers

Syndicated services Standardized services

Customized services Internet services Limited-service suppliers

Field services Focus groups and qualitative services

Technical and analytical services Other services

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Criteria for Selecting a Research Supplier

What is the reputation of the supplier? Do they complete projects on schedule? Are they known for maintaining ethical standards? Are they flexible? Are their research projects of high quality? What kind and how much experience does the supplier

have? Has the firm had experience with projects similarto this one?

Do the supplier's personnel have both technical andnon-technical expertise?

Can they communicate well with the client?

Competitive bids should be compared on the basis ofquality as well as price.

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The Department Store Project

The following information was solicited:1. Familiarity with the ten department stores2. Frequency with which household members shopped at eachof the ten stores

3. Relative importance attached to each of the eight factors of

the choice criteria4. Evaluation of the ten stores on each of the eight factors ofthe choice criteria

5. Preference ratings for each store

6. Rankings of the ten stores (from most preferred to least

preferred)7. Degree of agreement with 21 lifestyle statements

8. Standard demographic characteristics (age, education, etc.)

9. Name, address, and telephone number

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Domestic

AAPOR : American Association for Public Opinion Research(www.aapor.org)

AMA : American Marketing Association (www.ama.org)

ARF : The Advertising Research Foundation

(www.amic.com/arf)CASRO : The Council of American Survey ResearchOrganizations (www.casro.org)

MRA : Marketing Research Association (www.mra-

net.org)QRCA : Qualitative Research Consultants Association

(www.qrca.org)

RIC : Research Industry Coalition

(www.researchindustry.org)

Marketing Research Associations Online

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International

ESOMAR:European Society for Opinion and MarketingResearch (www.esomar.nl)

MRS: The Market Research Society (UK)(www.marketresearch.org.uk)

MRSA: The Market Research Society ofAustralia (www.mrsa.com.au)

PMRS: The Professional Marketing Research Society(Canada) (www.pmrs-aprm.com)

Marketing Research Associations Online

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Overview of Ethical Issues in Marketing Research (Cont.)

Table 1.3 cont.

III Research Design- Formulating a research design more suited to the researcher's

rather than the client's needs- Using secondary data that are not applicable or have been

gathered through questionable means- Disguising the purpose of the research- Soliciting unfair concessions from the researcher- Not maintaining anonymity of respondents- Disrespecting privacy of respondents- Misleading respondents

- Disguising observation of respondents- Embarrassing or putting stress on respondents- Using measurement scales of questionable reliability & validity- Designing overly long/sensitive questionnaires- Using inappropriate sampling procedures and sample size

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Overview of Ethical Issues in Marketing Research

Table 1.3 cont.

IV Field Work- Increasing dis comfort level of respondents- Following un acceptable field work procedures

V Data Preparation and Analysis- Identifying and discarding unsatisfactory respo ndents- Using statistical techniques when the underlying

assumptions are violated- Interpreting the results and making incorrect

conclusions and recommendations

VI Report Preparation and Presentation- Incomplete reporting- Biased reporting- Inaccur ate reporting

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2-31Copyright 2010 Pearson Education, Inc. 2007

Prentice Hall

Chain Restaurant Study

One day I received a phonecall from a research analystwho introduced himself asone of our alumni.

He was working for arestaurant chain in townand wanted help analyzingthe data he had collectedwhile conducting a

marketing research study.

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Prentice Hall


When we met, he presented me with a copy of the

questionnaire and asked how he should analyze thedata. My first question to him was,

What is the problem being

addressed?

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Prentice Hall


When he lookedperplexed, Iexplained that dataanalysis is not anindependentexercise.

Rather, the goal of data analysis is toPROVIDEINFORMATION RELATED TO THE PROBLEMCOMPONENTS.

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Prentice Hall


I was surprised to learn that he did nothave a clear understanding of themarketing research problem and thata written definition did not exist. So

before going any further, I had todefine the marketing research

problem.

Once that was done, I found that much ofthe data collected was not relevant to the

problem. In this sense, the whole studywas a waste of resources. A new studyhad to be designed and implemented toaddress the problem defined.

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Prentice Hall

The Problem Definition Process

Fig.

2.1 DiscussionwithDecision Maker(s)

InterviewswithExperts

SecondaryDataAnalysis

QualitativeResearch

Management Decision Problem

Marketing Research Problem

Tasks Involved

Environmental Context of the Problem

Step I: Problem Definition

Step II: Approach to the Problem

Objective/TheoreticalFoundations

ResearchQuestions

Hypotheses

Step III: Research Design

AnalyticalModel: Verbal,Graphical,Mathematical

SpecificationofInformationNeeded

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Prentice Hall

Tasks Involved in Problem Definition

Discussions with DecisionMakers

Interviews with IndustryExperts

Secondary Data Analysis

Qualitative Research

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Prentice Hall

The Problem Audit

The problem audit is a comprehensive examination of a

marketing problem with the purpose of understanding its originand nature.

1. The events that led to the decision that action is needed,

or the history of the problem

2. The alternative courses of action available to the DM

3. The criteria that will be used to evaluate the alternativecourses of action

4. The potential actions that are likely to be suggestedbased on the research findings

5. The information that is needed to answer the DM's

questions6. The manner in which the DM will use each item of

information in making the decision

7. The corporate culture as it relates to decision making

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Prentice Hall

The Seven Cs of Interaction

The interaction between the DM and theresearcher should be characterized by theseven Cs:

1. Communication

2. Cooperation

3. Confidence4. Candor

5. Closeness

6. Continuity

7.

Creativity

Factors to be Considered in the

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Prentice Hall

Factors to be Considered in theEnvironmental Context of the Problem

PAST INFORMATION ANDFORECASTS

RESOURCES ANDCONSTRAINTS

OBJECTIVES

BUYER BEHAVIOR

LEGAL ENVIRONMENT

ECONOMIC ENVIRONMENT

MARKETING ANDTECHNOLOGICAL SKILLS

Fig. 2.2

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Management Decision Problem Vs. Marketing Research Problem

Management Decision Problem Marketing Research Problem

Should a new product be To determine consumer preferences

introduced? and purchase intentions for the

proposed new product

Should the advertising To determine the effectivenesscampaign be changed? of the current advertising

campaign

Should the price of the To determine the price elasticity

brand be increased? of demand and the impact on salesand profits of various levels

of price changes

Proper Definition of the Research Problem

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Proper Definition of the Research Problem


Broad Statement

Specific Components

Fig.2.3

Department Store Project

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Problem Definition

In the department store project, the marketing researchproblem is to determine the relative strengths andweaknesses of Sears, vis--vis other major competitors, withrespect to factors that influence store patronage. Specifically,research should provide information on the followingquestions.1. What criteria do households use when selecting department

stores?2. How do households evaluate Sears and competing stores interms of the choice criteria identified in question 1?3. Which stores are patronized when shopping for specific productcategories?4. What is the market share of Sears and its competitors for

specific product categories?5. What is the demographic and psychological profile of thecustomers of Sears? Does it differ from the profile of customersof competing stores?

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Components of an Approach

Objective/Theoretical Foundations

Analytical Model

Research Questions Hypotheses

Specification of the InformationNeeded

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The Role of Theory in Applied Marketing Research

ResearchTask Role ofTheory 1. Conceptualizing

and identifying

keyvariables

Provides a conceptual foundation and understanding of the basic processes

underlying the problem situation. These processes will suggest key dependent

and independent variables.

2. Operationalizing

key

variables

Theoretical constructs (variables) can suggest independent and dependent

variables naturally occurring in the real world.

3. Selecting a

research design

Causal or associative relationships suggested by the theory may indicatewhether

a causal or descriptive design should be adopted.

4. Selecting a

sample

The theoretical framework may be useful in defining the population and

suggesting variables for qualifying respondents, imposing quotas, or stratifying

the

population

(see Chapter

11).

5. Analyzing and

interpreting data

The theoretical framework (and the models, research questions and hypotheses

based on it) guide the selection of a data analysis strategy and the interpretation

of results (see Chapter 14).

6. Integrating

findings

The findings obtained in the research project can be interpreted in the light of

previous research and integrated with the existing body of knowledge.

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Models

An analytical model is a set of variablesand their interrelationships designed torepresent, in whole or in part, some realsystem or process.

In verbal models, the variables and theirrelationships are stated in prose form. Suchmodels may be mere restatements of themain tenets of a theory.

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Graphical Models

Graphical models are visual. They are used to

isolate variables and to suggest directions ofrelationships but are not designed to provide

numerical results.

Awareness

Understanding:Evaluation

Preference

Patrona

ge

M th ti l M d l

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Mathematical Models

Mathematical modelsexplicitly specifythe relationships among variables, usually inequation form.

Where

y = degree of preference

= model parameters to be estimated

statistically

=+=

n

i ii xaay

10

aa i,0

Development of Research

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pQuestions and Hypotheses

Fig.

2.4

Components of the

Research Questions

Hypotheses

Objective/TheoreticalFramework

AnalyticalModel


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Research Questions and Hypotheses

Research questions (RQs) arerefined statements of the specificcomponents of the problem.

A hypothesis (H) is an unprovenstatement or proposition about a factoror phenomenon that is of interest to theresearcher. Often, a hypothesis is a

possible answer to the research question.

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RQ: Do the customers of Sears exhibitstore loyalty?

H1: Customers who are store-loyal are

less knowledgeable about the shoppingenvironment.

H2: Store-loyal customers are more risk-averse than are non-loyal customers.

D t t St P j t

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Specification of Information Needed

Component 1 The researcher identified the following factors as part of the

choice criteria: quality of merchandise, variety and assortmentof merchandise, returns and adjustment policy, service of store

personnel, prices, convenience of location, layout of store,credit and billing policies. The respondents should be asked torate the importance of each factor as it influences their storeselection.

Component 2 The researcher identified nine department stores as competitors

to Sears based on discussions with management. Therespondents should be asked to evaluate Sears and its ninecompetitors on the eight choice criteria factors.

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At United, Food Is Uniting the Airline with

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, gTravelers

United Airlines, as other major airlines, had to deal with

passenger loyalty (management decision problem: how toattract more and more loyal passengers). The broadmarketing research problem was to identify thefactors thatinfluence loyalty of airline travelers.

At United, Food Is Uniting the Airline withl

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The basic answer is to improve service. Exploratory research,

theoretical framework, and empirical evidence revealed thatthe consumers choice of an airline is influenced by: safety,

price of the ticket, frequent-flyer program, convenience ofscheduling, and brand name.

Travelers

At United, Food Is Uniting the Airline with

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A graphical model stipulated that consumersevaluate competing airlines based on factors ofthe choice criteria to select a preferred airline.The problem was that major airlines were quite

similar on these factors. Indeed, "airlines offerthe same schedules, the same service, and thesame fares. Consequently, United Airlineshad to find a way to differentiate itself. Foodturned out to be the solution.

, gTravelers

At United, Food Is Uniting the Airline

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Secondary data, like the J. D Power & Associates' survey

on "current and future trends in the airline food industry,"indicated that "food service is a major contributor tocustomers loyalty." This survey also emphasized theimportance of food brands.

At United, Food Is Uniting the Airlinewith Travelers


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2-58

Copyright 2010 Pearson Education, Inc.

The airline's Marketrak survey told United Airlinesthat "customers wanted more varied and up-to-date food.

The following research questions and hypotheses

may be posed.RQ1 How important is food for airline customers?

H1: Food is an important factor for airlinetravelers.

H2: Travelers value branded food.

H3: Travelers prefer larger food portions, but withconsistent quality.

H4: Travelers prefer exotic food.

with Travelers


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2-59

Copyright 2010 Pearson Education, Inc.

Characteristics that influence the research design included

the identification of competing airlines (Delta, American,etc.), factors of the choice criteria (already identified),measurement of airline travel, and loyalty.

with Travelers


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This kind of research helped United Airlines define their marketing

research problem and develop the approach. Focus groups and surveyswere conducted to check customers' perceptions of food in United Airlines'aircraft. The results provided support for all the hypotheses (H1 to H4).United Airlines then made a few changes: new "culinary menus," larger

portions of food, new coffee, and branded products (e.g., Godivachocolates). This resulted in better service, increasing customer satisfactionand fostering loyalty.

with Travelers

l k h h

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2007Prentice Hall

International Marketing Research Examining the Impactof the Self-Reference Criterion (SRC)

1. Define the marketing research problem in

terms of domestic environmental and culturalfactors.

2. Define the marketing research problem interms of foreign environmental and cultural

factors. Make no judgments.3. Isolate the self-reference criterion (SRC)

influence on the problem and examine itcarefully to see how it complicates the

problem.4. Redefine the problem without the SRC

influence and address it for the foreign marketsituation.

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R h D i D fi iti

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2007Prentice Hall

Research Design: Definition

A research design is a framework or

blueprint for conducting the marketing

research project. It details the proceduresnecessary for obtaining the information

needed to structure or solve marketing

research problems.

A Classification of Marketing Research Designs

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2007Prentice Hall

g g

Single Cross-Sectional

Design

Multiple Cross-Sectional

Design

Fig.3.1

Research Design

ConclusiveResearchDesign

ExploratoryResearch

Design DescriptiveResearch

CausalResearch

Cross-Sectional

Design

Longitudinal

Design

Differences

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Differences

Objective:

Character-istics:

Findings/Results:

Outcome:

To provide insights andunderstanding

Information needed is defined onlyloosely. Research process is flexibleand unstructured. Sample is small

and non-representative. Analysis ofprimary data is qualitative

Tentative

Generally followed by furtherexploratory or conclusive research

To test specific hypotheses and examinerelationships

Information needed is clearly defined.Research process is formal andstructured. Sample is large and

representative. Data analysis isquantitative

Conclusive

Findings used as input into decisionmaking

Exploratory ConclusiveTable

3.1

A Comparison o Basic Researc Designs

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Objective:

Characteristics:

Methods:

Discovery of ideas

and insights

Flexible, versatile

Often the front end oftotal research design

Expert surveysPilot surveysCase studiesSecondary data:qualitative analysisqualitative research

Describe market

characteristics orfunctions

Marked by the priorformulation of specifichypotheses

Preplanned and structureddesign

Secondary data:quantitative analysisSurveysPanelsObservation and otherdata

Determine cause

and effectrelationships

Manipulation ofindependentvariables, effect on

dependent variables

Control mediatingvariables

Experiments

Exploratory

Descriptive

Causal

Table3.2

U f E l t R h

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2007Prentice Hall

Uses of Exploratory Research

Formulate a problem or define a problemmore precisely

Identify alternative courses of action

Develop hypotheses Isolate key variables and relationships for

further examination

Gain insights for developing an approach

to the problem Establish priorities for further research

Methods of Exploratory Research

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2007Prentice Hall

Methods of Exploratory Research

Survey of experts (discussed in Chapter 2)

Pilot surveys (discussed in Chapter 2)

Secondary data analyzed in a qualitative way

(discussed in Chapter 4)

Qualitative research (discussed in Chapter 5)

Use of Descriptive Research

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2007Prentice Hall

Use of Descriptive Research

To describe the characteristics of relevantgroups, such as consumers, salespeople,organizations, or market areas

To estimate the percentage of units in aspecified population exhibiting a certainbehavior

To determine the perceptions of productcharacteristics

To determine the degree to which marketingvariables are associated

To make specific predictions

Methods of Descriptive Research

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2007Prentice Hall

Methods of Descriptive Research

Secondary data analyzed in a quantitative, asopposed to a qualitative, manner (discussed inChapter 4)

Surveys (Chapter 6) Panels (Chapters 4 and 6)

Observational and other data (Chapter 6)

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Consumption of Various Soft Drinks byVarious Age Cohorts

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Various Age Cohorts

8-1920-29

30-3940-4950+

Age 1960 1969 19791950

52.945.2

33.923.218.1

62.660.7

46.640.828.8C1

73.276.0

67.758.650.0C2

81.075.8

71.467.851.9C3

C

8C7C6C5C4

C1: cohort born prior to 1900C2: cohort born 1901-10C3: cohort born 1911-20C4: cohort born 1921-30

C5: cohort born 1931-40C6: cohort born 1940-49C7: cohort born 1950-59C8: cohort born 1960-69

Table

3.3 Percentage consuming on a typical day

Longitudinal Designs

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2007Prentice Hall

Longitudinal Designs

A fixed sample (or samples) of populationelements is measured repeatedly on thesame variables

A longitudinal design differs from a cross-sectional design in that the sample orsamples remain the same over time

Cross-Sectional vs. Longitudinal

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Cross Sectional vs. Longitudinal

SampleSurveyed at T1

SampleSurveyedat T1

SameSamplealso

Surveyedat T2

T1 T2

Cross-Sectional Design

Longitudinal Design

Time

Longitudinal and Cross-Sectional Designs

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EvaluationCriteria

Cross-SectionalDesign

LongitudinalDesign

Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias

---++

+++--

Note: A + indicates a relative advantage over the other design,whereas a - indicates a relative disadvantage.

Table

3.4

C S ti l D t M N t Sh Ch

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Cross-Sectional Data May Not Show Change

Brand Purchased Time Period

Period 1 Period 2Survey Survey

Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000

Table3.5

Longitudinal Data May Show Substantial Change

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BrandPurchased inPeriod 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand A

Brand BBrand CTotal

100

2575

200

50

100150300

50

175275500

200

3005001000

Table

3.6

Uses of Causal Research

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Uses of Causal Research

To understand which variables are the cause(independent variables) and which variablesare the effect (dependent variables) of aphenomenon

To determine the nature of the relationshipbetween the causal variables and the effect tobe predicted

METHOD: Experiments

Alternative Research Designs

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Exploratory

Research Secondary DataAnalysisFocus Groups

ConclusiveResearchDescriptive/Causal

Conclusive

ResearchDescriptive/Causal

ExploratoryResearch

Secondary DataAnalysis

Focus Groups

ConclusiveResearchDescriptive/Causal

(a)

(b)

(c)

Potential Sources of Error in Research Designs

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Surrogate Information Error

Measurement Error

Population Definition Error

Sampling Frame Error

Data Analysis Error

Respondent Selection Error

Questioning Error

Recording Error

Cheating Error

Inability Error

Unwillingness Error

Fig.

3.2

Total Error

Non-samplingError

RandomSampling Error

Non-responseError

ResponseError

InterviewerError

RespondentError

ResearcherError

Errors in Marketing Research

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The total error is the variation between the true

mean value in the population of the variable ofinterest and the observed mean value obtained inthe marketing research project.

Random sampling error is the variation betweenthe true mean value for the population and the truemean value for the original sample.

Non-sampling errors can be attributed to sourcesother than sampling, and they may be random ornonrandom: including errors in problem definition,

approach, scales, questionnaire design, interviewingmethods, and data preparation and analysis. Non-sampling errors consist of non-response errors andresponse errors.


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Non-response error arises when someof the respondents included in thesample do not respond.

Response error arises whenrespondents give inaccurate answers ortheir answers are misrecorded ormisanalyzed.

,Descriptive, and Causal Research

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Marketing Research at Citicorpis typical in that it isused to measure consumer awareness of products,monitor their satisfaction and attitudes associatedwith the product, track product usage and diagnose

problems as they occur. To accomplish these tasksCiticorp makes extensive use of exploratory,descriptive, and causal research. Often it isadvantageous to offer special financial packages tospecific groups of customers. In this case, a

financial package is being designed for seniorcitizens.

The following seven-step process was taken by

marketing research to help in the design.

t corp Ban s on Exp oratory,Descriptive, and Causal Research

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p ,

1) A taskforce was created to better define the market parametersto include all the needs of the many Citicorp branches. A finaldecision was made to include Americans 55 years of age orolder, retired, and in the upper half of the financial strata of thatmarket.

Citicorp Banks on Exploratory,Descriptive and Causal Research

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2) Exploratory research in the form of secondary data analysis of the matureor older market was then performed and a study of competitive products wasconducted. Exploratory qualitative research involving focus groups was alsocarried out in order to determine the needs and desires of the market and thelevel of satisfaction with the current products.

In the case of senior citizens, agreat deal of diversity was foundin the market. This was

determined to be due to suchfactors as affluence, relative age,and the absence or presence of aspouse.

Descriptive, and Causal Research

t corp Ban s on Exp oratory,Descriptive, and Causal Research

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3) The next stage of research was brainstorming. This involved theformation of many different financial packages aimed at the targetmarket. In this case, a total of 10 ideas were generated.

p ,


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4) The feasibility of the 10 ideas generated in step 3 was then tested.

The ideas were tested on the basis of whether they were possible inrelation to the business. The following list of questions was used as aseries of hurdles that the ideas had to pass to continue on to the nextstep.

Can the idea be explained in a manner that the targetmarket will easily understand? Does the idea fit into the overall strategy of Citicorp?



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Is there an available description of a specific target market for theproposed product?

Does the research conducted so far indicate a potential match fortarget market needs, and is the idea perceived to have appeal tothis market?

Is there a feasible outline of the tactics and strategies forimplementing the program?

Have the financial impact and cost of the program beenthoroughly evaluated and determined to be in line with companypractices?

In this study, only one idea generated from the brainstormingsession made it past all the listed hurdles and on to step 5.



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5) A creative work-plan was then generated. This plan was to emphasizethe competitive advantage of the proposed product as well as better

delineate the specific features of the product.

6) The previous exploratory research was now followed up with

descriptive research in the form of mall intercept surveys of people in

the target market range. The survey showed that the list of special

features was too long and it was decided to drop the features more

commonly offered by competitors.



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7) Finally, the product was test marketed in six of theCiticorp branches within the target market. Testmarketing is a form of causal research. Givensuccessful test marketing results, the product is

introduced nationally.


Marketing Research Proposal

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g p

Executive Summary Background Problem Definition/Objectives of the

Research Approach to the Problem Research Design Fieldwork/Data Collection Data Analysis Reporting Cost and Time Appendices

The Greenfield of Online Research

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Greenfield Online Research Center, Inc.(http://www.greenfieldonline.com), based inWestport, Connecticut, is a subsidiary of theGreenfield Consulting Group. The Online

Research Center conducts focus groups, surveys,and polls over the Internet. The company hasbuilt up a panel of several thousand Internetusers, from which it draws survey samples. Thesamples may be used for descriptive research

designs like single or multiple cross-sectionaldesigns, as well as longitudinal designs. Causaldesigns can also be implemented. Respondentsmay also be chosen from the registered Internetusers.


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Internet users wishing to take part in surveys andother projects begin by registering online at thecompanys Web site. The registration consists of asign-up survey that asks for e-mail address, typeof computer used, personal interests and informationabout the respondents household. Once an Internetuser is registered, Greenfield Online matches theuser with research studies that are well-suited to hisor her interests.

Incentives to take part in focus groups or special

surveys are offered by the companies whoseproducts or services are being researched. Thisincentive is cash or valuable prizes. Incentives arealso offered to Internet users to encourage them toregister with Greenfields Internet panel. New

registrants automatically qualify for prizes that are

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A Comparison of Primary & Secondary Data

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p y y

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid & easyCollection cost High Relatively lowCollection time Long Short

Table 4.1

Uses of Secondary Data

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Identify the problem Better define the problem Develop an approach to the problem

Formulate an appropriate research design (forexample, by identifying the key variables) Answer certain research questions and test some

hypotheses

Interpret primary data more insightfully

Criteria for Evaluating Secondary Data

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Specifications: Methodology Used to Collectthe Data Error: Accuracy of the Data Currency: When the Data Were Collected

Objective(s): The Purpose for Which the DataWere Collected Nature: The Content of the Data Dependability: Overall, How Dependable Are

the Data

Criteria for Evaluating Secondary Data

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Criteria Issues Remarks

Specifications &Methodology

Error & Accuracy

Currency

Objective

Nature

Dependability

Data collection method, response rate,quality & analysis of data, samplingtechnique & size, questionnaire design,fieldwork.Examine errors in approach,research design, sampling, data

collection & 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, andtrustworthiness of the source.

Data should be reliable, valid,& generalizable to theproblem.

Assess accuracy by comparingdata from different sources.

Census data are updated bysyndicated firms.The objective determines therelevance of data.Reconfigure the data toincrease their usefulness.

Data should be obtained froman original source.

Table 4.2

A Classification of Secondary Data

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Secondary Data

Ready toUse

RequiresFurtherProcessing

PublishedMaterials

ComputerizedDatabases

SyndicatedServices

Fig. 4.1

Internal External

Internal Secondary Data

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Sales were analyzed to obtain: Sales by product line Sales by major department (e.g., men's

wear, house wares)

Sales by specific stores Sales by geographical region Sales by cash versus credit purchases Sales in specific time periods

Sales by size of purchase Sales trends in many of these classificationswere also examined

Type of Individual/Household Level DataAvailable from Syndicated Firms

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y

I. Demographic Data

- Identification (name, address, email,telephone)

- Sex

- Marital status

- Names of family members

- Age (including ages of family members)- Income

- Occupation

- Number of children present

- Home ownership

- Length of residence

- Number and make of cars owned

Type of Individual/Household Level DataAvailable from Syndicated Firms

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II. Psychographic Lifestyle Data

- Interest in golf

- Interest in snow skiing

- Interest in book reading

- Interest in running

- Interest in bicycling

- Interest in pets

- Interest in fishing

- Interest in electronics

- Interest in cable televisionThere are also firms such as Dun & Bradstreet and American BusinessInformation which collect demographic data on businesses.

A Classification of Marketing Research Data

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Prentice Hall

g

SurveyData

Observationaland Other Data

ExperimentalData

Fig.5.1

Qualitative Data Quantitative Data

Descriptive Causal

Marketing Research Data

Secondary Data Primary Data

Qualitative Vs. Quantitative Research

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Prentice Hall


To gain a qualitativeunderstanding of theunderlying reasons andmotivations

Small number of non-representative cases

Unstructured

Non-statistical

Develop an initial

understanding

Objective

Sample

DataCollection

Data Analysis

Outcome

Quantitative Research

To quantify the data andgeneralize the results fromthe sample to the

population of interest

Large number ofrepresentative cases

Structured

Statistical

Recommend a final course

of action

Table5.1

A Classification of Qualitative ResearchProcedures

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Prentice Hall

Association

Technique

s

Completion

Technique

s

ConstructionTechniques

ExpressiveTechnique

s

Fig.5.2

Direct (Non-disguised)

Indirect(Disguised)

Focus

Groups

DepthInterviews

ProjectiveTechniques


Procedures

Characteristics of Focus Groups

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Prentice Hall

Group Size 8-12

Group Composition Homogeneous, respondents,prescreened

Physical Setting Relaxed, informal atmosphere

Time Duration 1-3 hours

Recording Use of audiocassettes andvideotapes

Moderator Observational, interpersonal, andcommunication skills of the moderator

Table5.2

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Baltimore Research: Facility Overview.Source http://www.baltimoreresearch.com/marketing_research_facility.php?sPage=Facility

One-way mirror
http://www.baltimoreresearch.com/marketing_research_facility.php?sPage=Facilityhttp://www.baltimoreresearch.com/marketing_research_facility.php?sPage=Facility

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Layout of focus group room andviewing room

Viewing room looking into the focus group roomthrough one-way mirror

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Source:

www.campos.com/focusgs.htm

Key Qualifications of Focus Group Moderators

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Prentice Hall

y Q p

1. Kindness with firmness: The moderator mustcombine a disciplined detachment withunderstanding empathy so as to generate thenecessary interaction.

2. Permissiveness: The moderator must be

permissive yet alert to signs that the groupscordiality or purpose is disintegrating.

3. Involvement: The moderator must encourage andstimulate intense personal involvement.

4. Incomplete understanding: The moderator mustencourage respondents to be more specific aboutgeneralized comments by exhibiting incompleteunderstanding.

Key Qualifications of Focus Group Moderators

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Prentice Hall

y Q p

5. Encouragement: The moderator mustencourage unresponsive members toparticipate.

6. Flexibility: The moderator must be able toimprovise and alter the planned outline amidthe distractions of the group process.

7. Sensitivity: The moderator must be sensitive

enough to guide the group discussion at anintellectual as well as emotional level.

roce ure or ann ng an on uc ng ocusGroups

Fi

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Prentice Hall

Fig.5.3

Determine the Objectives and Define the Problem

Specify the Objectives of QualitativeResearch

Develop a Moderators Outline

Conduct the Focus Group Interviews

Review Tapes and Analyze the Data

Summarize the Findings and Plan Follow-Up Research orAction

State the Objectives/Questions to be Answered by FocusGroups

Write a Screening Questionnaire

Variations in Focus Groups

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Prentice Hall

Two-way focus group. This allows one targetgroup to listen to and learn from a related group.

For example, a focus group of physicians vieweda focus group of arthritis patients discussing thetreatment they desired.

Dual-moderator group. A focus groupconducted by two moderators: One moderator isresponsible for the smooth flow of the session,and the other ensures that specific issues arediscussed.

Dueling-moderator group. There are twomoderators, but they deliberately take oppositepositions on the issues to be discussed.

Variations in Focus Groups

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Prentice Hall

Respondent-moderator group. Themoderator asks selected participants to play therole of moderator temporarily to improve groupdynamics.

Client-participant groups. Client personnelare identified and made part of the discussion

group. Mini groups. These groups consist of a

moderator and only 4 or 5 respondents. Telesession groups. Focus group sessions by

phone using the conference call technique. Online focus groups. Focus groups conducted

online over the Internet.

Advantages of Focus Groups

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Prentice Hall

1. Synergism

2. Snowballing3. Stimulation

4. Security

5. Spontaneity

6. Serendipity7. Specialization

8. Scientific scrutiny

9. Structure

10. Speed

Disadvantages of Focus Groups

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Prentice Hall

1. Misuse

2. Misjudge

3. Moderation

4. Messy5. Misrepresentation

Online Versus Traditional Focus Groups

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Prentice Hall

Table

5.3Characteristic Online Focus Groups Traditional Focus Groups

Group size 4-6 8-12

Group composition Anywhere in the world Drawn from the local area

Time duration 1-1.5 hours 1-3 hours

Physical setting Researcher has little control Under the control of the researcher

Respondent identity Difficult to verify Can be easily verified

Respondent attentiveness Respondents can engage in other tasks Attentiveness can be monitored


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Table 5.3,

cont.Respondent recruiting Easier. Can be recruited online, e-mail, Recruited by traditional meanspanel, or by traditional means (telephone, mail, mail panel)

Group dynamics Limited Synergistic, snowballing(bandwagon) effect

Openness of respondents Respondents are more candid Respondents are candid, except for due to lack of face-to-face contact sensitive topics

Nonverbal communication Body language cannot be observed. Body language and emotionsEmotions expressed by using symbols observed

Use of physical stimuli Limited to those that can be displayed A variety of stimuli (products,on the Internet advertising demonstrations, etc.) can be used


Table 5 3

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Prentice Hall

Table 5.3,cont.Transcripts Available immediately Time consuming and expensive to

obtain

Observers communication Observers can communicate with the Observers can manually send noteswith moderator the moderator on a split-screen to the focus group room

Unique moderator skills Typing, computer usage, familiarity Observationalwith chat room slang

Turnaround time Can be set up and completed Takes many days for setup andin a few days completion

Client travel costs None Can be expensive

Client Involvement Limited High

Basic focus group costs Much less expensive More expensive: facility rental,food, taping, transcript preparation

Advantages of Online Focus Groups

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Prentice Hall

Geographical constraints are removed and time

constraints are lessened. Unique opportunity to re-contact group

participants at a later date.

Can recruit people not interested in traditionalfocus groups: doctors, lawyers, etc.

Moderators can carry on side conversations withindividual respondents.

There is no travel, videotaping, or facilities toarrange so the cost is much lower.

Disadvantages of Online Focus Groups

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Only people that have access to the Internet canparticipate.

Verifying that a respondent is a member of a targetgroup is difficult.

There is lack of general control over therespondent's environment.

Only audio and visual stimuli can be tested.

Products can not be touched (e.g., clothing) orsmelled (e.g., perfumes).

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