1 describe the steps involved in conducting a marketing research project steps in a marketing...
TRANSCRIPT
1
Describe the steps involved in conducting
a marketing research project
Steps in a Marketing Research ProjectLO3
The Marketing Research ProcessLO3
CollectData
CollectData
SpecifySamplingProcedure
SpecifySamplingProcedure
Plan Design/Primary DataPlan Design/Primary Data
DefineProblemDefine
Problem
AnalyzeData
AnalyzeData
Prepare/PresentReport
Prepare/PresentReport
Follow UpFollow Up
1
23
4
5
6
7
3
LO3
Marketing ResearchMarketing Research Problem
Marketing Research Problem
MarketingResearch Objective
MarketingResearch Objective
Management Decision Problem
Management Decision Problem
Determining what information is needed and how that information can be
obtained efficiently and effectively.
Determining what information is needed and how that information can be
obtained efficiently and effectively.
The specific information needed to solve a marketing research problem;
the objective should provide insightful decision-making information.
The specific information needed to solve a marketing research problem;
the objective should provide insightful decision-making information.
A broad-based problem that requires marketing research in order for managers to take proper actions.
A broad-based problem that requires marketing research in order for managers to take proper actions.
4
LO3
Secondary Data
Secondary Data
Data previously collected for any purpose other than the one at hand.
Secondary Data
5LO3
Government AgenciesGovernment Agencies
Trade and Industry AssociationsTrade and Industry Associations
Business PeriodicalsBusiness Periodicals
News MediaNews Media
Internal Corporate InformationInternal Corporate Information
Sources of Secondary Data
Online
http://www.coca-colastore.com
6LO3
• Saves time and money if on target
• Aids in determining direction for primary data collection
• Pinpoints the kinds of people to approach
• Serves as a basis of comparison for other data
Advantages of Secondary Data
7LO3
Disadvantages of Secondary Data
• May not give adequate detailed information
• May not be on target with the research problem
• Quality and accuracy of data may pose a problem
8
LO3 The New Age of Secondary Information: The Internet
11
22
33
44
55
Analyze your topicAnalyze your topic
Test run a word or phrase in a search engineTest run a word or phrase in a search engine
Learn as you go and vary your approachLearn as you go and vary your approach
Don’t bog down in strategy that doesn’t workDon’t bog down in strategy that doesn’t work
Go back to earlier steps better informedGo back to earlier steps better informed
9
LO3
Which research questions
must be answered?
How and whenwill data be gathered?
How willthe data
be analyzed?
?
Planning the Research Design
10
LO3
Primary Data
Primary Data
Primary Data
Information collected for the first time. Can be used for solving the particular problem under investigation.
11LO3
• Answers a specific research question
• Data are current
• Source of data is known
• Secrecy can be maintained
Advantages of Primary Data
12LO3
Disadvantages of Primary Data
• Expensive
• “Piggybacking” may confuse respondents
• Quality declines if interviews are lengthy
• Reluctance to participate in lengthy interviews
Disadvantages are usually offset by the advantages of primary data.
13
LO3
Survey ResearchSurvey Research
Survey Research
The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes.
14LO3
Focus GroupsFocus Groups
Executive InterviewsExecutive Interviews
Mail SurveysMail Surveys
Telephone InterviewsTelephone Interviews
Mall Intercept InterviewsMall Intercept Interviews
In-Home InterviewsIn-Home Interviews
Forms of Survey Research
15
LO3
Mall InterceptInterview
Mall InterceptInterview
Survey research method that involves interviewing people in the common areas of shopping malls.
Survey research method that involves interviewing people in the common areas of shopping malls.
Executive InterviewExecutive InterviewA type of survey that involves interviewing businesspeople at their offices concerning industrial products or services.
A type of survey that involves interviewing businesspeople at their offices concerning industrial products or services.
Forms of Survey Research
16
LO3
Focus GroupsFocus Groups
Forms of Survey Research
Seven to ten people who participate in a group discussion led by a moderator.
17
LO3
Questionnaire Design
Open-EndedQuestion
Open-EndedQuestion
Closed-EndedQuestion
Closed-EndedQuestion
Scaled-Response Question
Scaled-Response Question
An interview question that encourages an answer phrased in respondent’s own words.An interview question that encourages an
answer phrased in respondent’s own words.
An interview question that asks the respondent to make a selection from a
limited list of responses.
An interview question that asks the respondent to make a selection from a
limited list of responses.
A closed-ended question designed to measure the intensity
of a respondent’s answer.
A closed-ended question designed to measure the intensity
of a respondent’s answer.
18
LO3
Questionnaire DesignClear and conciseClear and concise
No ambiguous languageNo ambiguous language
UnbiasedUnbiased
Reasonable terminologyReasonable terminology
Only one questionOnly one question
Online
http://www.createsurvey.com
19
LO3
Observation Research
Observation Research
Observation Research
A research method that relies on three types of observation:
people watching peoplepeople watching an activitymachines watching people
20
LO3
Situation
People watching people
People watching phenomena
Machines watching people
Machines watching phenomena
Example
Mystery shoppers in a supermarket
Observer at an intersection counting traffic
Video cameras recording behavior
Traffic-counting machine monitoring traffic flow
Observational Situations
Online
http://www.bmiltd.com
21
LO3
Ethnographic Research
Ethnographic Research
Ethnographic Research
The study of human behaviorin its natural context; involves observation of behavior and physical setting.
22
LO3 The Sampling Procedure
SampleSample
UniverseUniverse
A subset from a large population.A subset from a large population.
The population from which a sample will be drawn.
The population from which a sample will be drawn.
23
LO3
Universe Sample
Probability SamplesProbability Samples
Non-Probability SamplesNon-Probability Samples
Sampling Procedure
24
LO3
Types of Samples
Probability SamplesProbability Samples
Simple Random SampleSimple Random Sample
Stratified Sample
Stratified Sample
Cluster Sample
Cluster Sample
SystematicSample
SystematicSample
Non-Probability SamplesNon-Probability Samples
Convenience Sample
Convenience Sample
JudgmentSample
JudgmentSample
Quota SampleQuota Sample
SnowballSample
SnowballSample
25
LO3 Probability Samples
ProbabilitySample
ProbabilitySample
A sample in which every element in the population has a known statistical
likelihood of being selected.
A sample in which every element in the population has a known statistical
likelihood of being selected.
Random Sample
Random Sample
A sample arranged so that every element of the population has an equal chance of
being selected.
A sample arranged so that every element of the population has an equal chance of
being selected.
26
LO3 Nonprobability Samples
NonprobabilitySample
NonprobabilitySample
Convenience Sample
Convenience Sample
Any sample in which little or no attempt is made to get a
representative cross-section of the population.
Any sample in which little or no attempt is made to get a
representative cross-section of the population.
A form of nonprobability sample using respondents who are
convenient or readily accessible to the researcher.
A form of nonprobability sample using respondents who are
convenient or readily accessible to the researcher.
27LO3
Types of ErrorsMeasurement
ErrorMeasurement
ErrorError when there is a difference
between the information desired and the information provided by research
Error when there is a difference between the information desired and the
information provided by research
Sampling Error
Sampling Error
Error when a sample somehow does not represent the target population.
Error when a sample somehow does not represent the target population.
Frame Error
Frame Error
Error when a sample drawn from a population differs from the
target population.
Error when a sample drawn from a population differs from the
target population.
Random Error
Random Error
Error because the selected sample is an imperfect representation of
the overall population.
Error because the selected sample is an imperfect representation of
the overall population.
28LO3
Field Service Firms
• Focus group facilities• Mall intercept locations• Test product storage• Kitchen facilities• Retail audits
Provide:
29
LO3
Cross-Tabulation
Cross-Tabulation
Analyzing the Data
A method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions.
30
• Concise statement of the research objectives
• Explanation of research design
• Summary of major findings
• Conclusion with recommendations
Preparing and Presenting the Report
LO3
31
Following Up
LO3
• Were the recommendations followed?
• Was sufficient decision-making information included in the report?
• What could have been done to make the report more useful to management?
32
LO3
Steps in a Marketing Research Project