Marketing Research

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Marketing Research

• The Marketing Research Process
• Dr. Zafer Erdogan

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(No Transcript)
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Information Decision Making

• The key to decision making is
• to recognize the nature of the problem/opportunity
  ,
• to identify how much information is available,
• to recognize what information is needed.

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Types Of Research

• Marketing research can be classified on the basis
  of technique or purpose.
• Exploratory
• Descriptive
• Causal

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Exploratory Research

• Initial research conducted to clarify and define
  the nature of a problem
• Does not provide conclusive evidence
• Subsequent research expected
• Our sales are declining and we dont know why.
• Would people be interested in our new product
  idea?

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Descriptive Research

• Describes characteristics of a population or
  phenomenon
• Some understanding of the nature of the problem
• What kind of people are buying our product?
• Who buys our competitors product?
• What features do buyers prefer in our product?

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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

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Descriptive Research Example

• Mens fragrance market
• 1/3 size of womens fragrance market
• But growing at a faster pace
• Women buy 80 of mens fragrances

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Causal Research

• Conducted to identify cause and effect
  relationships
• Will buyers purchase more of our products in a
  new package?
• Which of two advertising campaigns is more
  effective?

?
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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

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Degree of Uncertainty Influences The Type of
Research
CAUSAL OR DESCRIPTIVE
ABSOLUTE AMBIGUITY
COMPLETELY CERTAIN
EXPLORATORY
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Stages of the Research Process
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Research Stages

• Cyclical process - conclusions generate new ideas
• Stages can overlap chronologically
• Stages are functionally interrelated
• Forward linkages
• Backward linkages

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Selection of Sampling technique
Problem discovery
Problem Discovery and Definition
Sampling
Selection of exploratory research technique
Probability
Nonprobability
Secondary (historical) data
Experience survey
Pilot study
Case study
Collection of data (fieldwork)
Data Gathering
Data Processing and Analysis
Editing and coding data
Problem definition (statement of research
objectives)
Data processing
Selection of basic research method
Research Design
Conclusions and Report
Interpretation of findings
Experiment
Survey
Observation
Secondary Data Study
Report
Laboratory
Field
Interview
Questionnaire
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Problem Discovery and Definition

• First step
• Problem, opportunity, or monitor operations
• Discovery before definition
• Problem means management problem

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The formulation of the problem is often more
essential than its solution

• Albert Einstein

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State the research questions and research
objectives

• Make a formal problem statement and the research
  objectives
• To provide a framework for the scope of the study
• To what extent did the new comm. campaign
  achieve its objectives
• The best expression of a research objective is a
  well-formed, testable research hypothesis.
• A statement
• that can be refuted or supported
• by empirical data

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If you do not know where you are going,any road
will take you there.
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Exploratory Research Techniques Two Examples

• Secondary data (historical data)
• Previously collected
• Census of population
• Literature survey
• Pilot study
• A number of diverse techniques

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Research Design

• Master plan
• Framework for action
• Specifies methods and procedures

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Basic Research Methods

• Surveys
• Experiments
• Secondary data
• Observation
• There is no one best research design!

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Selecting a Sample
Sample subset of a larger population.
SAMPLE
POPULATION
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Sampling

• Who is to be sampled?
• How large a sample?
• How will sample units be selected?

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Data Gathering Stage
Data Processing and Analysis
Conclusions And Report Writing
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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