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Marketing Research

Marketing Research. Design: The Nuts and Bolts!!. Overview. Definition Components of RD Types Error. Definition. Research Design is a framework or blueprint for conducting the research We’ve already specified the approach, RD specifies the details-the nuts and bolts!!. Components of RD.

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Marketing Research

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  1. Marketing Research Design: The Nuts and Bolts!! Asian School of Business, Trivandrum 2007

  2. Overview • Definition • Components of RD • Types • Error Asian School of Business, Trivandrum 2007

  3. Definition • Research Design is a framework or blueprint for conducting the research • We’ve already specified the approach, RD specifies the details-the nuts and bolts!! Asian School of Business, Trivandrum 2007

  4. Components of RD • Define the information needed • Do the design-exploratory?? causal?? • Specify the measurement and scale • Construct and pretest a questionnaire • Specify the sampling process and size • Develop a plan for data analysis Asian School of Business, Trivandrum 2007

  5. Types of Design • Two types: Exploratory/Conclusive • Exploratory: to provide insights • Conclusive: specific and structured • Descriptive: describe groups, estimate percentages, make predictions • Causal: understand cause (independent) and effect (dependent) Asian School of Business, Trivandrum 2007

  6. Descriptive Design • Mostly used in marketing and business • Six Ws • Who: Who should we contact? • What: What information should be got? • When: When should we get it? • Where: Where to make the contact? • Why: Why are we getting this info? • Way: In what way are we going to get it? Asian School of Business, Trivandrum 2007

  7. Types of Descriptive Design • Methods used: • Secondary Data • Surveys/Interviews • Panels • Observation • Cross Sectional: one sample only once • Cohort: same group at intervals • Longitudinal: same sample at intervals Asian School of Business, Trivandrum 2007

  8. Sources of Error • Random Sampling Error • Sample is not representative • Non-sampling Error • Response Error • Researcher’s: frame/measurement/popln defn • Interviewer’s: respondent selection/cheating • Respondent’s: inability/unwillingness • Non Response Error Asian School of Business, Trivandrum 2007

  9. Budgets and Schedules • Research should be completed • within time • at specified budget • using available manpower • Very important, not negotiable • CPM- divide the research into components, estimate time and find the parts that will cause delay. Asian School of Business, Trivandrum 2007

  10. Ethical Aspects • Respect all the rights of those who respond • hidden video/audio tape • Do not bluff- e.g longitudinal takes time, you cant do it in one day • Respondents have right to safety, right to privacy, right to chose Asian School of Business, Trivandrum 2007

  11. Marketing Research Proposal • Format • Executive Summary: overview • Background: including envt. • Problem Definition/objectives • Approach: theory/model/hypothesis • Design • Field Work/Data Collection • Data Analysis • Report and presentation • Cost and Time • Appendices Asian School of Business, Trivandrum 2007

  12. Thank You End of Session Asian School of Business, Trivandrum 2007

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