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Role of Market Research

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Utility of marketing research . . .

> Market research aids decision making

but does not substitute for it.

> Too often, research reports become the

final answer to problems.

Chapter Two

Role of Marketing Research

Limitations of Marketing Research

The Research Process

The Research Plan

Conducting Research

Research Limitations

Software Support

Statistical Techniques

Research Ethics

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Limitations of Market Research

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1. The most carefully executed research

can be fraught with errors. and

theres a lot that was not carefullyexecuted

2. Marketing research does not forecast

what will happen in the future.

3. Decisions should incorporate prior

knowledge and experience and other

relevant factors.

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The Research Process:

The Five Ps

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PURPOSE OF THE RESEARCH

PLAN OF THE RESEARCH

PERFORMANCE OF THE RESEARCH

PROCESSING OF RESEARCH DATA

PREPARATION OF RESEARCH REPORT

FIGURE 2-1

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The Research Plan Basics

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The research plan is the blueprint

Just like you cant build a house without a

blueprint, you cant conduct research

without a research plan

And

You can bet your house will not match the

blueprint, your research will differ

from the plan

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Primary vs. Secondary Data

>Primary: Collected specifically for

the problem under study.

> Secondary: Previously collected data

that can be used for the current

problem.

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Qualitative vs. Quantitative Research

> Qualitative: Face-to-face interviews

like focus groups, observation, textual

analysis and long interviews, without

mathematical concern

> Quantitative: Systematic proceduresto obtain data like observational

research, surveys, experiments and

mathematical modeling

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Qualitative vs Quantitative

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Neither is better. One is often more or

less appropriate under certain

circumstances to address certainproblems

Very often, they are used together, to

develop the best information to

address a problem

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Data Collection Methods

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Survey Ask them

Observation Watch them

Experiment Attempt to establish cause

and effect

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Sampling Method

Who do you ask, watch, etc?

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Probability Samples

simple random, stratified, cluster

Nonprobability

convenience, quota, judgment

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Conducting Research

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1. A cardinal rule ofcollecting data --

obtain and record the maximal amount

of useful data, subject to the constraintsof time, money and a respondent

privacy.

2. Processing research data includes

preparation of data for analysis and

analysis of them.

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Conducting Research

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3. Assessing research results by

identifying relationships among

variables or differences betweengroups.

4. Preparation of the research report

by making it clear and unambiguous

with strategic recommendations.

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Research LimitationsRefers to specifically to test marketing

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1. Test market areas do not represent the full

marketplace.

2. Sample size and design have been formulatedincorrectly.New coke

3. Pretest measurements of competitive brand

sales have been not made or made

inaccurately.

4. Test scores do not give complete support for

the study.

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5. Test market products are offered at

unprofitable levels.

6. Researchers ignore factors that influence sales.

7. The test marketing ends before consumers

repurchase the product.

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Software Support (MIS)

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Three types of software:

Database management software--for sorting

and retrieving data;

Model base management software to

manipulate data; and

A dialog system that allows for explorationof data and produces information for decision

making.

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Analysis of variance (ANOVA) Used for

examining whether different samples came from

populations with equal means

Conjoint analysis Which respondents valuations

of attributes are inferred from the preferences

they express. Which product features do you

prefer?

Cluster analysis Developing empirical grouping of

objects based on a set of measures

Correlation analysis Determining linear

relationships between variables

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Cross tabulation involves counting the numberof cases that fall into several categories when

the categories are based on more than one

variable

Discriminant analysis used to model the

relationships between criterion and a set of

predictor variables

Factor Analysis body of techniques concerned

with the interrelationships between variables

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Mutidimensional scaling where peoples

perceptions of the similarity of objects and

their preferences among them are measured

and plotted in a multidimensional space

Regression analysis used to derive an equation

that relates a single criterion variable to one

or more predictor variables

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Research Ethics

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RESPONSIBILITIES TO RESPONDENTS

1. Preserving respondent anonymity

2. Avoiding mental stress for respondents

3. Avoiding questions detrimental to

respondents

4. Avoiding use of dangerous equipment of

techniques

5. Avoiding deception

6. Avoiding coercion

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Research Ethics

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RESPONSIBILITIES TO CLIENTS

1. Providing confidentiality

2. Providing technical integrity

3. Providing administrative integrity

4. Providing guidance on research usage

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Research Ethics

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RESPONSIBILITIES TO EMPLOYEES

1. Creating an ethical work environment

2. Avoiding opportunities for unethical behavior

Table 2-3

Source: Gilbert A Churchill, Jr. and Dawn Iacobucci

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Documents

Chap 2 Ppt 3227