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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.
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ExploringMarketing 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 EXPLORATORY COMPLETELY CERTAIN ABSOLUTE AMBIGUITY
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
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 Case Study Exploratory Research
Exploratory Research Techniques - Two Examples • Secondary Data (Historical Data) • Previously Collected • Census of Population • Literature Survey • Pilot Study • A number of Diverse Techniques
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 and when, and how, and why, what, 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 Discovery and Definition and so on Research Design 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
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
Problem Discovery Selection of Sample Design Exploratory Research Collection of the Data Selection of the Basic Research Method The Marketing Research Process
Editing and Coding Report Data Processing Interpretation of the Findings The Research Process (cont.)
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
Analysis of the Situation Problem Definition Statement of Research Objectives Defining Problem Results in Clear Cut Research Objectives Symptom Detection Exploratory Research (Optional)
“The formulation of the problem is often more essential than its solution” Albert Einstein
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 Sample: subset of a larger population. SAMPLE POPULATION
Sampling • Who is to be sampled? • How large a sample? • How will sample units be selected?
Conclusions and Report Writing • Effective communication of the research findings