Environmental Factors Influencing Marketing Research

2. Value of the Research Process • Approaches to the Research Process • Standardized Research Process • Information Perspective • Four Basic Phases of the Research Process • Information Research Proposal McGraw-Hill/Irwin

3. Describe the major environmental factors influencing marketing research and their impact on the research process Exhibit 2.1 McGraw-Hill/Irwin

4. Describe the major environmental factors influencing marketing research and their impact on the research process Changing View of the Marketing Research Process • Changing Marketing Environmental • Internet • Secondary Data • Primary Data • Gatekeeper Technology • Traditional methods • Privacy legislation • Online marketers and researchers • Global Markets • Marketing Research • Information Research Process McGraw-Hill/Irwin

5. Explain the differences between data and information Changing View of the Marketing Research Process • Determining the Need for Information Research • Primary Responsibility • Decision Maker • Rule of thumb McGraw-Hill/Irwin

6. Explain the differences between data and information Changing View of the Marketing Research Process • Four Situations When Marketing Research Not Needed • Information already available • Insufficient time frame • Inadequate resources • Costs outweigh the value of the research McGraw-Hill/Irwin

7. Explain the differences between data and information Changing View of the Marketing Research Process • Responsibility of the Decision Maker • Should the research be used to collect the needed information • Decision makers should consider a set of evaluative questions • What is the perceived importance and complexity of the problem? • Is the problem realistically researchable? • Will the research findings be implemented? McGraw-Hill/Irwin

8. Explain the differences between data and information Changing View of the Marketing Research Process • Will the research design and data represent reality? • Will the research results and findings be used as legal evidence? • Is the proposed research politically motivated? • Conditional reasons to consider conducting research • Will clarify the problem or identify marketplace changes • Help the company acquire a competitive advantage • Help achieve marketing objectives • Provides an understanding of future market conditions McGraw-Hill/Irwin

9. Explain the differences between data and information Exhibit 2.3 McGraw-Hill/Irwin

10. Describe and discuss four phases and ten integrative task steps involved with the research process, and explain some of the key activities within each step Overview of the Information Research Process • Standardized Phases • 4 Phases—Information Research Process • Determine the research problem • Select the appropriate research design • Execute the research design • Communicate the research results McGraw-Hill/Irwin

11. Describe and discuss four phases and ten integrative task steps involved with the research process, and explain some of the key activities within each step Exhibit 2.4 McGraw-Hill/Irwin

12. Describe and discuss four phases and ten integrative task steps involved with the research process, and explain some of the key activities within each step Overview of the Information Research Process • Four Phases— Guided by Principles of the Scientific Method • Formal Research—characterized as logical, objective systematic, reliable, valid, impersonal, and on going • Traditional—emphasizes collection and analysis of primary data • Informational research—equal emphasis on the use of secondary data McGraw-Hill/Irwin

13. Explain the differences between data and information Overview of the Information Research Process • Transforming Raw Data Into Information • Raw Data • Data Structures • Information McGraw-Hill/Irwin

14. Describe and discuss four phases and ten integrative task steps involved with the research process, and explain some of the key activities within each step Exhibit 2.6 McGraw-Hill/Irwin

15. Illustrate and explain the critical elements of problem definition in marketing research Phase I: Determination of the Information Research Problem Step 1: Identify and Clarify Information Needs • Formal Statement of the Problem • Decision Problem • See following slide McGraw-Hill/Irwin

16. Illustrate and explain the critical elements of problem definition in marketing research Exhibit 2.7 McGraw-Hill/Irwin

17. Illustrate and explain the critical elements of problem definition in marketing research Phase I: Determination of the Information Research Problem • Process—includes following activities • Determine the decision maker’s purpose • Understand the complete problem situation • Identify and separate out measurable symptoms • Determine the appropriate unit of analysis • Determine the relevant variables McGraw-Hill/Irwin

18. Illustrate and explain the critical elements of problem definition in marketing research Phase I: Determination of the Information Research Problem • Purpose of the Research Request • Determining the research purpose—beginning of the problem definition process • Use questions to develop insights into what the decision maker believes is the problem • Distinguish between the symptoms and the actual causal factors McGraw-Hill/Irwin

19. Illustrate and explain the critical elements of problem definition in marketing research Exhibit 2.8 McGraw-Hill/Irwin

20. Illustrate and explain the critical elements of problem definition in marketing research Phase I: Determination of the Information Research Problem • Understand the Complete Problem • Perform Situation Analysis • Awareness of the problem provide information • Decision maker’s needs • Complexity of the problem situation • Types of factors involved McGraw-Hill/Irwin

21. Illustrate and explain the critical elements of problem definition in marketing research Phase I: Determination of the Information Research Problem • Identify and Separate Out Measurable Symptoms • Separate the root problems from the observable and measurable symptoms • Determine the Unit of Analysis • Individuals, households, geographical areas, etc. • Determine the Relevant Variables to the Situation • Identify independent and dependent variables • Information and specific constructs are relevant McGraw-Hill/Irwin

22. Illustrate and explain the critical elements of problem definition in marketing research Exhibit 2.9 McGraw-Hill/Irwin

23. Illustrate and explain the critical elements of problem definition in marketing research Phase I: Determination of the Information Research Problem Step 2: Specify the Research Questions and Define The Research Problem • Reformulate the Problem in Scientific Terms • Defining research problem influences all the remaining research steps • Two approaches • General focus • Specific terms • Types of Data • Determines if Requested Information Necessary McGraw-Hill/Irwin

24. Illustrate and explain the critical elements of problem definition in marketing research Phase I: Determination of the Information Research Problem Step 3: Confirm Research Objectives Assess the Value of Information • Stated Research Objectives • Research Objectives McGraw-Hill/Irwin

25. Phase II: Select the Appropriate Research Design Distinguish among exploratory, descriptive, and causal research designs Step 4: Determine the Research Design and Data Sources • Exploratory Research • Descriptive Research • Causal Research • Secondary Data Sources • Primary Data McGraw-Hill/Irwin

26. List the critical issues in the development of a sampling plan Phase II: Select the Appropriate Research Design Step 5: Determine the Sample Plan and Sample Size • Target Population • Census • Sample • Sampling Plan McGraw-Hill/Irwin

27. Explain the basic differences between a probability and nonprobability sampling plan Exhibit 2.11 McGraw-Hill/Irwin

28. Phase II: Select the Appropriate Research Design Explain the basic differences between a probability and nonprobability sampling plan Probability Sampling • each member of the defined target population has a known chance of being selected • Sampling Error Nonprobability Sampling McGraw-Hill/Irwin

29. Describe and discuss four phases and ten integrative task steps involved with the research process, and explain some of the key activities within each step Phase II: Select the Appropriate Research Design Measurement Process • How much raw data to collect • Amount of information to be inferred from the data • What level of information is needed for a variable? • How reliable does the information need to be? • How valid does the information need to be? • How does one ensure that the scale measurements are reliable and valid? • What dimensions underlie the critical factors being investigated? • Should single measures or multi-item measures be used to collect the data? McGraw-Hill/Irwin

30. Describe and discuss four phases and ten integrative task steps involved with the research process, and explain some of the key activities within each step Phase II: Select the Appropriate Research Design Step 7 Pretest the Questionnaire Questionnaire must be pretested Clarity of instruction and question Sequence of the topics and question McGraw-Hill/Irwin

31. Describe and discuss four phases and ten integrative task steps involved with the research process, and explain some of the key activities within each step Phase III: Execute the Research Design Step 8 Collect and Prepare Data Data Collection Methods ◊ Use Interviewers ◊ Self-administrated questionnaires ◊ Questioning Methods ◊ Observation Methods ◊ Future Methods McGraw-Hill/Irwin

32. Describe and discuss four phases and ten integrative task steps involved with the research process, and explain some of the key activities within each step Exhibit 2.12 McGraw-Hill/Irwin

33. Describe and discuss four phases and ten integrative task steps involved with the research process, and explain some of the key activities within each step Phase III: Execute the Research Design Preparation of Data ◊ Primary Data Coding Scheme Verify for accuracy ◊Secondary Research single or multiple databases McGraw-Hill/Irwin

34. Describe and discuss four phases and ten integrative task steps involved with the research process, and explain some of the key activities within each step Phase III: Execute the Research Design Step 9: Analyze Data Create Data • Combine two or more variables into indexes, ratios, constructs Analysis Procedures • Frequency distribution • Sample statistics • Multivariate data analysis McGraw-Hill/Irwin

35. Describe and discuss four phases and ten integrative task steps involved with the research process, and explain some of the key activities within each step Phase III: Execute the Research Design Step 10 Transform Data Structures into Information • Information is created fro decision makers • Interpret the results of the statistical analysis McGraw-Hill/Irwin

36. Describe and discuss four phases and ten integrative task steps involved with the research process, and explain some of the key activities within each step Phase IV: Communicate the Research Results • Step 11: Prepare and Present the Final Report to Management • Sections in Research Report • Submit Written Report • Make oral presentation McGraw-Hill/Irwin

37. Exhibit 2.13 Identify and explain the major components of a solid research proposal McGraw-Hill/Irwin

38. Summary • Value of the Research Process • Changing View of the Marketing Research Process • Overview of the Information Research Process • Phase I: Determination of the Information Research Problem • Phase II: Selection the Appropriate Research Design • Phase III: Execute the Research Design • Phase IV: Communicate the Research Results • Develop An Information Research Proposal McGraw-Hill/Irwin