Exploring Marketing Research William G Zikmund Chapter 3
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Exploring Marketing Research William G. Zikmund Chapter 3: The Marketing Research Process
Information • Reduces Uncertainty • Helps focus decision making
Types of Research • Exploratory • Descriptive • Causal
Uncertainty Influences the Type of Research CAUSAL OR DESCRIPTIVE COMPLETELY CERTAIN ABSOLUTE AMBIGUITY EXPLORATORY
Degree of Problem Definition possible situation Exploratory Research (Unaware of Problem) Defined) Descriptive Research (Aware of Problem) Causal (Problem Clearly “Our sales are declining and “What kind of people are buying “Will buyers purchase more of we don’t know why. ” our product? Who buys our products in a new package? competitor’s product? ” “Would people be interested “Which of two advertising in our new product idea? ” “What features do buyers prefer campaigns is more effective? ” in our product? ”
Exploratory Research Secondary Data Experience Survey Pilot Studies
Exploratory Research • Initial research conducted to clarify and define the nature of a problem • Does not provide conclusive evidence • Subsequent research expected
Secondary (historical) Data Pilot Study Experience Survey Exploratory Research Case Study
Exploratory Research Techniques - Two Examples • Secondary Data (Historical Data) – Previously Collected – Census of Population – Literature Survey • Pilot Study – A number of Diverse Techniques
Focus Group Interview
Descriptive Research • Describes characteristics of a population or phenomenon • Some understanding of the nature of the problem
“I keep six honest serving men, (they taught me all I knew), their names are what, and why, and when, and how, and where and who. ” --Rudyard Kipling
Descriptive Research Example Weight Watchers average customer: – Woman about 40 years old – Household income of about $50, 000 – At least some college education – Trying to juggle children and a job
Descriptive Research Example Men’s fragrance market: – 1/3 size of women’s fragrance market – But growing at a faster pace – Women buy 80 % of men’s fragrances
Causal Research • Conducted to identify cause-and-effect relationships
IDENTIFYING CAUSALITY A causal relationship is impossible to prove. Evidence of causality: 1. The appropriate causal order of events 2. Concomitant variation--two phenomena vary together 3. An absence of alternative plausible explanations
Stages of the Research Process Problem Discovery and Definition Research Design Discovery and Definition and so on Conclusions and Report Sampling Data Processing and Analysis Data Gathering
Research Stages • Cyclical process - conclusions generate new ideas • Stages can overlap chronologically • Stages are functionally interrelated – Forward linkages – Backward linkages
Problem discovery Problem Discovery and Definition Selection of exploratory research technique Sampling Selection of exploratory research technique Secondary (historical) data Experience survey Pilot study Probability. Nonprobability Case study Data Gathering Data Processing and Analysis Problem definition (statement of research objectives) Editing and coding data Data processing Selection of basic research method Research Design Collection of data (fieldwork) Conclusions Interpretation and Report of findings Experiment Laboratory Field Survey Interview Questionnair e Observation Secondary Data Study Report
The Marketing Research Process Problem Discovery Selection of Sample Design Exploratory Research Collection of the Data Selection of the Basic Research Method
The Research Process (cont. ) Editing and Coding Data Processing Interpretation of the Findings Report
Research Proposal • A written statement of the research design that includes a statement explaining the purpose of the study • Detailed outline of procedures associated with a particular methodology
Problem Discovery and Definition • • First step Problem, opportunity, or monitor operations Discovery before definition Problem means management problem
Defining Problem Results in Clear Cut Research Objectives Symptom Detection Analysis of the Situation Problem Definition Statement of Research Objectives Exploratory Research (Optional)
“The formulation of the problem is often more essential than its solution” Albert Einstein
State the research questions and research objectives
Hypothesis • A statement that can be refuted by empirical data
If you do not know where you are going, any road will take you there.
Research Design • Master plan • Framework for action • Specifies methods and procedures
Selecting a Sample: subset of a larger population. SAMPLE POPULATION
Sampling • Who is to be sampled? • How large a sample? • How will sample units be selected?
Data Gathering Stage
Data Processing and Analysis
Conclusions and Report Writing • Effective communication of the research findings
Research Program Strategy
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