Exploring Marketing Research William G. Zikmund

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ExploringMarketing Research William G.
Zikmund

• Chapter 3
• The Marketing Research Process

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Information

• Reduces Uncertainty
• Helps focus decision making

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Types of Research

• Exploratory
• Descriptive
• Causal

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Uncertainty Influences the Type of Research
CAUSAL OR DESCRIPTIVE
EXPLORATORY
COMPLETELY CERTAIN
ABSOLUTE AMBIGUITY
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Degree of Problem Definition
Exploratory Research Descriptive
Research Causal Research (Unaware of
Problem) (Aware of Problem) (Problem Clearly
Defined) Our sales are declining and What
kind of people are buying Will buyers purchase
more of we dont know why. our product? Who
buys our our products in a new package? competi
tors 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?
possible situation
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Exploratory Research
Secondary Data Experience Survey Pilot Studies
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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

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Exploratory Research
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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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Focus Group Interview
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Descriptive Research

• Describes characteristics of a population or
  phenomenon
• Some understanding of the nature of the problem

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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
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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

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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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Stages of the Research Process
Problem Discovery and Definition
Discovery and Definition
and so on
Research Design
Conclusions and Report
Sampling
Data Processing and Analysis
Data Gathering
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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 exploratory research 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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The Marketing Research Process
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The Research Process (cont.)
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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

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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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Defining Problem Results in Clear Cut Research
Objectives
Symptom Detection
Exploratory Research (Optional)
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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
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Hypothesis

• A statement that can be refuted 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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Research Design

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

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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
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Data Processing and Analysis
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Conclusions and Report Writing

• Effective communication of the research findings

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Research Program Strategy