Essentials of Marketing Research

Kumar, Aaker, Day Instructors Presentation Slides

Essentials of Marketing Research Kumar, Aaker, Day

Chapter Three
The Marketing Research Process
Essentials of Marketing Research Kumar, Aaker, Day

Marketing Research Process

MR Process Evolves From Answers to Five Key Questions
Why

should we do research?
research should be done?

What Is

it worth doing the research?

How

should the research be designed to achieve the research objectives? will we do with the research?

What

Essentials of Marketing Research

Kumar, Aaker, Day

Market Research Process

Marketing Planning and Information System Planning System Strategic Plans Tactical Plans Information System Databases DSS

1. Agree on Research Process Problems or Opportunities Decision Alternatives Research Users

2. Establish Research Objectives

Research Questions Hypothesis Boundaries of Study
Kumar, Aaker, Day

Essentials of Marketing Research

Market Research Process

Estimate The value Of information

No

Do not conduct Market Research

Yes
4. Design the Research
Choose among alternative Research Approaches Specify the Sampling Plan Design the Experiment Design the questionnaire

5. Collect the Data

Essentials of Marketing Research Kumar, Aaker, Day

Market Research Process

6. Prepare and Analyze the Data

7. Report the Results and Provide Strategic Recommendations

Essentials of Marketing Research

Kumar, Aaker, Day

Market Research Process

1. Agree on Research Purpose 2. Establish Research Objectives 3. Estimate Value of Information

4. Design the Research

5. Collect the Data 6. Prepare and Analyze Data 7. Report Research Results
Essentials of Marketing Research Kumar, Aaker, Day

The Marketing Research Process

(Research Purpose)
Research purpose is a shared understanding between manager and researcher about
Problem

or opportunity to be studied of decision alternatives

Evaluation

Research

users

Essentials of Marketing Research

Kumar, Aaker, Day

The Marketing Research Process

Step 1
Research

Purpose
or opportunity analysis of decision alternatives

Problem

Evaluation Research

users

Essentials of Marketing Research

Kumar, Aaker, Day

The Marketing Research Process

(Research Objective)

A statement, in as precise terminology as possible, of what information is needed

Should

be framed to ensure information obtained will satisfy research purpose

Three Components:
Research Question Hypothesis Development Research Boundaries

Essentials of Marketing Research

Kumar, Aaker, Day

The Marketing Research Process (Contd.)

Step 2

Research Objective
A

statement, in as precise terminology as possible, of what information is needed

Should

be framed to ensure information obtained will satisfy research purpose

Research Question Hypothesis Development Sources of Hypotheses Research Boundaries

Essentials of Marketing Research Kumar, Aaker, Day

The Marketing Research Process

(Research Objective)
Research Purpose Research Question Hypothesis The design that conforms to the advertising message is best. Builders Squares image is not as good as its competitors image.
Kumar, Aaker, Day

Develop a can How effective is design for the each of several new Miller beer different design alternatives? How can What is the current Builders Square image of Builders increase store Square? traffic?
Essentials of Marketing Research

Hypothesis Development

Theory

Research Purpose

Research Question

Management Experience Exploratory Research

Hypothesis

Research Design

Essentials of Marketing Research

Kumar, Aaker, Day

The Marketing Research Process (Contd.)

Step 3
Estimating

the Value of Information

Value Concept

Expected

Essentials of Marketing Research

Kumar, Aaker, Day

The International Marketing Research Process

Marketing

research process is consistent for both domestic and international markets

Variety

of market environments affect international marketing research process

Essentials of Marketing Research

Kumar, Aaker, Day

Major Environmental Forces Influencing International Marketing Research Process

Economic

Environment Environment Multimedia and Infrastructural

Social-cultural Political

and Legal Environment

Technological,

Facilities

Essentials of Marketing Research

Kumar, Aaker, Day