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Essentials of Marketing Research William G. Zikmund

Essentials of 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.

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Essentials of Marketing Research William G. Zikmund

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  1. Essentials ofMarketing Research William G. Zikmund Chapter 3: The Marketing Research Process

  2. Information • Reduces uncertainty • Helps focus decision making

  3. Types Of Research • Exploratory • Descriptive • Causal

  4. Uncertainty Influences The Type Of Research CAUSAL OR DESCRIPTIVE EXPLORATORY COMPLETELY CERTAIN ABSOLUTE AMBIGUITY

  5. 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 don’t know why.” our product? Who buys our 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?” possible situation

  6. Exploratory Research • Initial research conducted to clarify and define the nature of a problem • Does not provide conclusive evidence • Subsequent research expected

  7. Descriptive Research • Describes characteristics of a population or phenomenon • Some understanding of the nature of the problem

  8. I keep six honest serving men, (they taught me all I knew), their names are and when, and how, and why, what, and where and who.” --Rudyard Kipling

  9. 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

  10. 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

  11. Causal Research • Conducted to identify cause and effect relationships

  12. 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

  13. 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

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

  15. 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

  16. Problem Discovery Selection of Sample Design Exploratory Research Collection of the Data Selection of the Basic Research Method The Marketing Research Process

  17. Editing and Coding Report Data Processing Interpretation of the Findings The Research Process (cont.)

  18. Stages In The Research Process • Problem Discovery and Problem Definition • Research Design • Sampling • Data Gathering • Data Processing and Analysis • Conclusions And Report

  19. Problem Discovery And Definition • First step • Problem, opportunity, or monitor operations • Discovery before definition • Problem means management problem

  20. “The formulation of the problem is often more essential than its solution” Albert Einstein

  21. STAGE 1: Defining the Problem Results in Clear Cut Research Objectives Symptom Detection Exploratory Research (Optional) Analysis of the Situation Problem Definition Statement of Research Objectives

  22. The Process of Problem Definition Understand the background of the problem. Ascertain the decision maker’s objectives. Isolate and identify the problems, not the symptoms. Determine the unit of analysis Determine the relevant variables State the research questions and research objectives.

  23. Ascertain the Decision Maker’s Objectives

  24. Understand the Background of the Problem

  25. Isolate and Identify the Problems, Not the Symptoms

  26. The Iceberg Principle

  27. Problem Definition Organization Symptoms Based on Symptom True Problem Twenty-year-old neighborhood swimming association in a major city. Membership has been declining for years. New water park with wave pool and water slides moved into town a few years ago. Neighborhood residents prefer the expensive water park and have negative image of swimming pool. Demographic changes: Children in this 20-year-old neighborhood have grown up. Older residents no longer swim anywhere.

  28. Determine the Unit of Analysis • Individuals, households, organizations, etc. • In many studies, the family rather than the individual is the appropriate unit of analysis.

  29. Determine the Relevant Variable • Anything that may assume different numerical values

  30. Types of Variables • Categorical • Continuous • Dependent • Independent

  31. Hypothesis • An unproven proposition • A possible solution to a problem • Guess

  32. State the research questions and research objectives

  33. If you do not know where you are going,any road will take you there.

  34. Exploratory Research Techniques • Secondary data (historical data) • Pilot study • Experience survey

  35. Focus Group Interview

  36. Experience Survey

  37. “If you wish to know the road up the mountain, you must ask the man who goes back and forth on it.” -- Zenrinkusi

  38. Specific objective - 1 Statement of marketing problem Broad research objectives Specific objective - 2 Research design Results Exploratory research (optional) Specific objective - 3

  39. Research Design • Master Plan • Framework For Action • Specifies Methods And Procedures

  40. Basic Research Methods • Surveys • Experiments • Secondary data • Observation

  41. Sampling • Subset of population • Who is to be sampled • How large a sample • How will sample units be selected

  42. Data Gathering Stage

  43. Data Processing and Analysis

  44. Conclusions And Report Writing

  45. 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

  46. Research Program Strategy

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