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The Marketing Research Process
The Marketing Research Process
1
The Marketing Research Process
Follow-up
Writing and
Presenting the Creation of
Report the Research
Problem/ Design
Opportunity
Identification &
Formulation
Analysis of
the Data Choice of Method
of Research
Selection of the
Collection of the
Sampling
Data
Procedure
2
Marketing Research Process
1. Problem Definition
2. Development of an Approach to the
Problem
3. Research Design
4. Field work and data collection
5. Data preparation and Analysis
6. Report preparation & presentation
Chapter 16--ANOVA
Research Process (1)
Problem Definition (Basic issues)
– What is the (the manager’s) purpose of the
research?
– What kind of decision is management’s trying
to make
– What are alternative decision outcomes of
research
– How will research aid in decision
4
Research Process (2)
Development of an Approach to the problem
– What are the specific research questions to be answered?
– What exploratory research is necessary to refine the
problem definition? (e.g., focus groups)
– What sources of data can be used
– What theoretical frameworks are relevant to the research?
– What analytical models can be used to guide the research?
– What are the specific research hypotheses that can be
tested to answer the research questions?
5
Research Process (3)
Development of an Approach to the
problem (continued)
– What analytical models can be used to guide
the research?
– What are the specific research hypotheses that
can be tested to answer the research questions
6
Research Process (4)
Research Design
– What secondary data can be used to address the research
questions?
– What additional qualitative research is needed?
– What methods will be used to collect primary
quantitative data?–if survey :
» What are the appropriate scaling and measurement procedures?
» What is the questionnaire design?
» What sampling procedures will be used
» How will the data be analyzed?
7
Research Process (5)
Field Work and Data collection
– the actual administration of the questionnaire
Data preparation and analysis
– coding responses to questionnaire
– developing descriptive analyses
– testing hypotheses
Report generation & presentation
8
Research Design Formulation
Secondary data analysis
Qualitative research
Methods of collecting quantitative data
Definition of the information needed
Measurement and scaling procedures
Questionnaire design
Sampling process and sample size
Plan of Data analysis
Chapter 16--ANOVA
Marketing Research Process
Management Decision
2. Development of an Theoretical
Framework
Marketing Research
Problem
Analytical
Modeling
Research Hypotheses
Research Design
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Problem Definition Components
Management Decision Problem
– The decision the manager must make to take
action
The Marketing Research Problem
– What information is needed for the manager
to make decision
– how to obtain information
12
T15 Figure 2.3 Proper Definition of the Research Problem
Broad Statement
Specific Components
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Problem Definition Components (2)
Research Questions
– The refined statements of the components of the
research problem
Research Hypotheses
– very specific testable propositions about
relationships between variables
Research Design
– The plan to be followed to answer the questions
14
Decision Problems and
Research Problems (exercise)
What pricing strategy to follow for a new
product
– assess the company’s current pricing strategy for similar
products.
– Assess competitor’s pricing strategy for products
Whether to increase the level of advertising
expenditures on print
– Evaluate the current effectiveness of print advertising
– Compare this to the effectiveness for other media
15
Decision Problems and
Research Problems (exercise-2)
Whether to increase in-store promotion of
existing product
– Evaluate effectiveness of present promotional scheme
by determining its impact on sales volume
Whether to revise a bank’s electronic payment
service
– evaluate current system’s users as well as non-users’
attitudes about the service
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Specific
objective - 1
Exploratory
Specific
research
objective - 3
(optional)
Chapter 16--ANOVA
Some Tools in
Problem Definition
Exploratory research e.g.,
– Qualitative Research
» focus groups
» Depth interviews (experts, consumers)
» etc.
– Secondary data analysis
Literature review
» Especially related theory
Analytical Modeling
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The Problem Definition Flow
Management Decision Problem
Exploratory
Marketing Research Problem & Research
Theoretical Questions
Framework
Analytical
Research Hypotheses
Modeling
Research Design
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Theory
A set of systematically related statements,
including some law-like generalizations,
that is empirically testable. The purpose of
theory is to increase scientific
understanding through a systematized
structure capable of both explaining and
predicting phenomena.
Chapter 16--ANOVA
FISHBEINS THEORY OF REASONED
ACTION (Verbal)
Actual behavior is a function of behavioral
intentions which results from the
combination of how the individual
personally evaluates a behavior and how
the individual evaluates the reaction of
others concerning the behavior
21
FISHBEINS THEORY OF REASONED
ACTION (Graphical)
Attitude
Toward
Behavior
Behavioral Behavior
Intentions
Subjective
Norm
22
FISHBEINS THEORY OF
REASONED ACTION (Mathematical)
BBIw1(AB)w2(SN)
Where:
A B b ie i
N
SN b imi
k
B BI w1 ( AB ) w2 ( SN )
i1 i1
and
AB= Attitude toward Behavior
SN = Subjective Norm (of reference group)
b = belief about consequences of behavior (or what
reference groups will think)
e = importance of belief
m = motivation to comply with reference groups 23
The Role of Theory in Applied Marketing Research
Chapter 16--ANOVA
Research Task Role of Theory
4. Selecting a useful in defining the population
sample
26
Lexus
Marketing Research Problem
Determine the factors that influence consumer
preferences for luxury and near luxury
automobiles
– what are choice criteria adopted by consumers
when buying luxury automobiles?
– How are Lexus and competition evaluated on these
criteria?
– How does the perception of value vary for luxury
and near luxury automobiles?
27
Lexus
Research Questions
Which is more important in buying luxury
automobiles: prestige, image, or value?
28
Lexus
Hypotheses
The luxury car market may be segmented
into two groups: those who are prestige
conscious and those that are value
conscious.
Lexus car buyers are more value conscious
than buyers of competing cars but are less
value conscious as compared to buyers of
near luxury cars
29
Marketing Research Process
Management Decision
2. Development of an Theoretical
Framework
Marketing Research
Problem
Analytical
Modeling
Research Design
Exploratory Conclusive
Research Research
Design Design
Descriptive Causal
Research Research
Cross-Sectional Longitudinal
Design Design
Single Single
Cross-Sectional Cross-Sectional
Design 31
Design
Exploratory Research
research designed to gain greater insight
into what the important questions and
variables are--break broad, vague problem
into smaller more precise subproblems
32
Consumption of Soft Drinks
(percentage consuming on a typical day)
33
Total Coffee Penetration
Age
Class 1950 1960 1970 1980
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Hypotheses Cau
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Purposes of Exploratory Studies
isolate a problem for purposes of
formulating hypotheses
establishing priorities for further research
increasing analyst's familiarity with
problem--identifying key variables
clarifying concepts
Chapter 16--ANOVA
Descriptive vs. Causal Studies
Descriptive Causal
Studies that
Studies that answer examine whether one
the questions who, variable causes or
what, when, determines the
and how value of another
variable
37
Types of Research
Moderately Stringent Research Standards
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Hypotheses Cau
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