copyright © 2010 pearson education, inc. publishing as prentice hall 5-1

Research Design

• Research design is a set of advanced decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed information.


The Significance of Research Design

• There are basic marketing research designs that can be successfully matched to given problems and research objectives, and they serve the researcher much like the blueprint serves the builder.


Types of Research Design

• Three traditional categories:–Exploratory–Descriptive–Causal


Exploratory Research

• It is usually conducted when the researcher does not know much about the problems.

• Exploratory research is usually conducted at the outset of research projects.


Exploratory Research

• A variety of methods are available to conduct exploratory research.– Secondary Data Analysis: What has been written?

– Experience Surveys: Talk to those who have experience…those who adopted Vista early; those who make biodiesel; those who have taken an online course, etc.

– Case Analysis: Similar situation in past? Windows XP?

– Focus Groups: Talk to a few persons in the population

– Projective Techniques: For topics that are sensitive or difficult to articulate (personal hygiene; status-seeking!)


Focus Groups

• Very useful for generating information about how consumers think, their attitudes, terminology they use, liking/disliking of proposed new product

• Not useful for predicting a sales number!

• Is BIG business!


Descriptive Research

• Descriptive research is undertaken to describe answers to questions of who, what, where, when, and how.

• Descriptive research is desirable when we wish to project a study’s findings to a larger population, if the study’s sample is representative.


Research Design:Descriptive Research

• Two basic classifications:–Cross-sectional studies–Longitudinal studies


Classification of Descriptive Research Studies

• Cross-sectional studies measure units from a sample of the population at only one point in time.– Sample surveys are cross-sectional

studies whose samples are drawn in such a way as to be representative of a specific population.• These studies are usually presented with a margin of error.



• Cross-sectional studies take “snapshots” of the population at a point in time.



• Longitudinal studies repeatedly measure the same sample units of a population over time.

• Longitudinal studies often make use of a panel which represents sample units who have agreed to answer questions at periodic intervals.

• Many large research firms maintain panels of consumers.


Marketing Research Panels

• Continuous panels ask panel members the same questions on each panel measurement.

• Discontinuous panels vary questions from one panel measurement to the next.– They are sometimes referred to as

omnibus (“including or covering many things or classes”).


Marketing Research Panels – Discontinuous Panels

• Discontinuous panels have the advantage of being able to access large groups of people who have made themselves available for research.

• Discontinuous panels represent sources of information that may be quickly accessed for a wide variety of purposes.


Marketing Research Panels – Continuous Panels

• Continuous panels are used quite differently from discontinuous panels in that one may use data from continuous panels to gain insights into changes in consumers’ purchases, attitudes, etc.


Causal Research

• Causality may be thought of as understanding a phenomenon in terms of conditional statements of the form “If x, then y.”

• Causal studies are conducted through the use of experiments.


Experiments

• An experiment is defined as manipulating an independent variable to see how it affects a dependent variable, while also controlling the effects of additional extraneous variables.


Independent Variable

• Independent variables are those variables which the researcher has control over and wishes to manipulate… the 4 P’s–For example: level of ad

expenditure; type of ad appeal; price; product features, etc.


Dependent Variables

• Dependent variables are those variables that we have little or no direct control over, yet we have a strong interest.–Examples would be return on

investment, net profits, market share, customer satisfaction.


Extraneous Variables

• Extraneous variables are those variables that may have some effect on a dependent variable yet are not independent variables.

• Extraneous variables must be controlled through proper experimental design.


Experimental Design

• Experimental design is a procedure for devising an experimental setting such that a change in a dependent variable may be attributed solely to the change in an independent variable.


Symbols of Experimental Design

• O = measurement of a dependent variable

• X = manipulation, or change, of an independent variable

• R = random assignment of subjects to experimental and control groups

• E = experimental effect• Time is on the horizontal axis


Pretest and Posttest

• Pretest refers to the measurement of the dependent variable taken prior to changing the independent variable.

• Posttest refers to measuring the dependent variable after changing the independent variable.


A “True” Experimental Design

• A “true” experimental design is one that truly isolates the effects of the independent variable on the dependent variable while controlling for the effects of any extraneous variables.


Not “True” Experimental DesignExample: An Experiment to Assess the Effects of Display Position on Sales of

Apples

• After-Only Design: X O1Did apple sales increase or decrease? We don’t know the “effect” the change in the independent variable (display position) has on the dependent variable (apple$).

• One-Group, Before-After Design: O1 X O2We know how much apple$ changed but was the change due SOLELY to the change in display position? Could other (extraneous) variables have accounted for the change?


Remember What a “True” Experiment is…

• Experimental design is a procedure for devising an experimental setting such that a change in a dependent variable may be attributed solely to the change in an independent variable.


A “True” Experimental Design

• Before-After with Control Group:Experimental group: O1 X O2

Control group: O3 O4

Where E = (O2 – O1) – (O4 – O3)• Explain how this equation confirms that this design is a

“true” experiment: Change from O1 - O2 = independent var + extraneous var- Change from O4 - O3 = extraneous var Then E = independent var!!!

Where E=change in the dependent variable due SOLELY to the change in the independent variable: A True Experiment!


How valid are experiments?

• An experiment is valid if it has:– Internal validity: measures the

extent to which the change in the dependent variable is actually due to the change in the independent variable.


How valid are experiments?

• An experiment is valid if it has:–External validity: refers to the

extent that the relationship observed between the independent and dependent variables during the experiment is generalizable to the “real world.”


Types of Experiments

• Laboratory experiments are those in which the independent variable is manipulated and measures of the dependent variable are taken in a contrived, artificial setting for the purpose of controlling the many possible extraneous variables that may affect the dependent variable.

• Good at establishing internal validity Copyright © 2010 Pearson Education, Inc.

publishing as Prentice Hall 5-30

Types of Experiments

• Field experiments are those in which the independent variables are manipulated and the measurements of the dependent variable are made on test units in their natural setting.

• Good at establishing external validity


Primary Versus Secondary Data

• Primary data: information that is developed or gathered by the researcher specifically for the 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.


Uses of Secondary Data

• Secondary data has many uses in marketing research and sometimes the entire research project may depend on the use of secondary data.

• Applications include economic-trend forecasting, corporate intelligence, international data, public opinion, and historical data.

• See www.secondarydata.com.Copyright © 2010 Pearson Education, Inc.


35

Figure 2.1 Sources of secondary dataSource: Adapted from Aaker, Kumar and Day (1998)

Internet (electronic)

Printed

- Private market research firms (e.g. Euromonitor, Frost & Sullivan)- Governments- Industry associations- Trade magazines / journals- Article databases (e.g. Proquest)- Websites of competitors - Firms’ annual reports- Newspaper- Books

Standardizedsources of marketing

data

- Consumer purchase panels (GFK)- Store audits (Store checks)- Nielsen’s Television Index- Multimedia services- Web-traffic (monitoring traffic on Web-sites)

Primarydata sources

Data sources

Secondary data sources

Externaldata sources

Published data

Data collection with a specific purpose in mind -

typical personal interviews

Internaldata sources

- Sales reports- Market share reports- Marketing activities- Cost information- Sales force feedback- Sales reps’ reports- Customer - End-user feedback- Etc.

External Secondary Data

• Published: sources of information prepared for public distribution and normally found in libraries or a variety of other entities, such as trade organizations.



• Syndicated Services Data: provided by firms that collect data in a standard format and make them available to subscribing firms – highly specialized and not available in libraries. An example: Arbitron Radio Listenership Studies



• External databases: databases supplied by organizations outside the firm such as online information databases (e.g., FACTIVA and Lexis Nexis.


Advantages of Secondary Data

• Are obtained quickly• Are inexpensive• Are usually available• Enhance existing primary data• May achieve research objective


Disadvantages of Secondary Data

• Reporting units are incompatible…need zip code data and only have county data.

• Measurement units do not match…need per capita income and only have household income.


Disadvantages of Secondary Data

• Class definitions are not usable…need to know percent of population with income above $100k and only have $50k and over.

• Data are outdated.


Evaluating Secondary Data

• What was the purpose of the study?

• Who collected the information?• What information was collected?• How was the information attained?• How consistent is the information

with other information?


Locating Secondary Data Sources

• Step 1: Identify what you wish to know and what you already know about your topic.

• Step 2: Develop a list of key words and

names.• Step 3: Begin your search

using several library sources.


Locating Secondary Data Sources

• Step 4: Compile the literature you have found and evaluate your findings.

• Step 5: If you are unhappy with what you have found or are otherwise having trouble and the reference librarian has not been able to identify sources, use an authority.

• Step 6: Report results.Copyright © 2010 Pearson Education, Inc.


What is Standardized Information?

• Standardized information is a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users.

• Two broad classes: –Syndicated data–Standardized services


Advantages of Syndicated Data

• Advantages:– Shared costs– High quality of the data collected– Quick data dissemination


Disadvantages of Syndicated Data

• Disadvantages:–Buyers have little control over

what information is collected–Firms often must commit to long-

term contracts–No strategic information

advantage in purchasing syndicated data


Advantages of Standardized Services

• Advantages: –Taking advantage of the

experience of the research firm offering the service

–Reduced cost–Speed of the research service


Disadvantages of Standardized Services

• Disadvantages: –The ability to customize some

projects is lost.–The company providing the

standardized service may not know a particular industry well.


Single Source Data

• Single-source data: data that contain information on several variables such as promotional message exposure, demographics, and buyer behavior.– Recorded continuously from a panel of

respondents to measure their exposure to promotional materials (usually TV as well as in-store promotions) and subsequent buying behavior


Single Source Data

• Single-source data: data that contain information on several variables, such as promotional message exposure, demographics, and buyer behavior.– Can help managers determine causal

relationships between types of promotions and sales.• Example: BehaviorScan

Age Income TV ad? Purchase?

Old Low No No

Young High Yes Yes

Young Moderate

Yes Yes


Danske kilder til markedsinformation

Typer

• Virksomhedsdata• Markedsdata• Brancheanalyser/Markedsanalyser

Virksomhedsdata

• CVR.dk: www.eogs.dk• Navne og Numre: www.nnerhverv.dk• Greens: www.greens.dk• Kompass:• http://www.kompass.com/kinl/index.php• Andre (Dunn & Bradsheet): www.dialogweb.com

http://www.eogs.dk/

http://www.nnerhverv.dk/

http://www.greens.dk/

http://www.kompass.com/kinl/index.php

http://www.dialogweb.com/

Statistiske data

• Officielle data. Statistiske kontorer– Fx Statistikbanken www.statistikbanken.dk– Andre:

http://www.dst.dk/OmDS/Bib/links/danmark.aspx

http://www.statistikbanken.dk/



Danmarks Statistikbank www.statistikbanken.dk

• Opbygning: 17 emneområder• Hvordan finder man de ønskede tal?

1.Via Emneområderne 2. Via Søgefunktionen

• Præsentationsmuligheder– Tabel– Kurvediagram– Søjlediagram

http://www.statistikbanken.dk/

Eurostat

• http://epp.eurostat.cec.eu.int

Siden oktober 2004 gratis adgang

http://epp.eurostat.cec.eu.int/

http://epp.eurostat.cec.eu.int/

OECD

• To adgange:• www.oecd.org

En offentlige site, hvor der er en del statistiske informationer

• www.sourceoecd.orgEn betalingssite med ALT hvad OECD producerer (Rapporter, statistik etc.)

http://www.oecd.org/

http://www.sourceoecd.org/

Marketingdatabaser

• Consumers Europe• European Marketing Data Statistics• International Marketing Data Statistics

www.euromonitor.comNet eller papir?

http://www.euromonitor.com/

Branche/markedsanalyser

Udenrigsministeriethttp://www.um.dk/

Euromonitor www.euromonitor.comReuters Business Insight

http://www.reutersbusinessinsight.com/autologin.asp

Dialog (Thomson Business Intelligence)www.dialogweb.com

http://www.um.dk/

http://www.euromonitor.com/



http://www.dialogweb.com/

Portaler

• AUB www.aub.aau.dk• Bizigate www.bizigate.dk

http://www.aub.aau.dk/

http://www.bizigate.dk/

Standardmarkedsanalyser

• Data fra ACNielsen AIM omkring livsstil og forbrugsmønstre

• Gallup mediedata (pris og dækning)

• MOSAIC: geografisk segmentering

ACNielsen AIM

• Market*Monitor giver indblik i livsstil og forbrugsmønstre

• Indsamling via postale spørgeskemaer• Omkring 20.000 svar pr. år• For nærmere præsentation se

http://dk.acnielsen.com/products/index.shtml

http://dk.acnielsen.com/products/index.shtml

Access database• Via databasen kan man lave

et udtræk til efterfølgende behandling i SPSS

Mawin

• Mawin giver et bruger-venligt interface til data fra Market*Monitor

Gallup

• Gallup måler via Index Danmark/Gallup danskernes mærkevare og medieforbrug– trykte, outdoor og bio/tv/radiomedier

• Kombineres ovenstående med priser er det muligt at lave en medieanalyse

• For nærmere præsentation se http://www.gallup.dk/page.aspx?pageid=17

http://www.gallup.dk/page.aspx?pageid=17

GallupPC

• Gallup PC benytter en undersøgelse kombineret med en prisdatabase

Mediavurdering

• Til at rangordne medier efter ønskede nøgletal, eks. kontaktpris

Dækningstabel

• Til at vise medievaner i forskellige målgrupper

MOSAIC• http://www.postdanmark.dk/contentfull.dk?content=/cms/da-dk/erhverv/dm-breve/mosaic.

htm&menufile=/cms/da-dk/menufiles/erhverv.xml&lang=dk

http://www.postdanmark.dk/contentfull.dk?content=/cms/da-dk/erhverv/dm-breve/mosaic.htm&menufile=/cms/da-dk/menufiles/erhverv.xml&lang=dk

http://www.postdanmark.dk/contentfull.dk?content=/cms/da-dk/erhverv/dm-breve/mosaic.htm&menufile=/cms/da-dk/menufiles/erhverv.xml&lang=dk

Øvelse i On-line søgning

• Instituttet har fået en forespørgsel fra World Economic Forum, om vi vil indgå som partner og i den forbindelse stå for den danske del af deres survey, der er grundlaget for publikationen World Competitiveness Report (WCR).

• Giv en beskrivelse af indholdet af WCR og en vurdering af den anvendte metode med med henblik på reliabilitet og validitet i form af en PP-præsentation, som mailes til [email protected] senest mandag d.15.2.2010 kl. 12.

mailto:[email protected]

copyright © 2010 pearson education, inc. publishing as prentice hall 5-1

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