CHAPTER 3: The Marketing Research Process and Proposals ESSENTIALS OF MARKETING RESEARCH...
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Transcript of CHAPTER 3: The Marketing Research Process and Proposals ESSENTIALS OF MARKETING RESEARCH...
CHAPTER 3: The Marketing Research Process and Proposals
ESSENTIALSESSENTIALS OF MARKETING RESEARCHOF MARKETING RESEARCHHair/Wolfinbarger/Ortinau/BushHair/Wolfinbarger/Ortinau/Bush
2-2Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Information Research Process
Information research process is the systematic task steps in the gathering,
analyzing, interpreting, and transforming of data structures and results into
decision-making information
2-3Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Determining the Need for Research Process
“Can the decision-making problem or question be solved
based on past experience and
managerial judgment?”
2-4Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Situations when research might not be needed
Information already availableInsufficient time framesInadequate resourcesCosts outweigh value
2-5Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Exhibit 2.2 Phases of the Information Research Process
Phase IDetermine the Research Problem
Phase IDetermine the Research Problem
Phase IISelect Appropriate Research Design
Phase IISelect Appropriate Research Design
Phase IIIExecute the Research Design
Phase IIIExecute the Research Design
Phase IVCommunicate the Research Results
Phase IVCommunicate the Research Results
2-6Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Scientific Method
Logical
Objective
Systematic
Reliable
Valid
Ongoing
2-7Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Step 1. Identify and clarify information needs Step 1. Identify and clarify information needs
Step 2. Define the research problem and questions
Step 2. Define the research problem and questions
Step 3. Specify research objectives and confirm information value
Step 3. Specify research objectives and confirm information value
Phase I. Determine the Research Problem
2-8Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Step 1: Identify and clarify information needs
Purpose of the research requestUnderstand the complete problem
situationIdentify and separate out symptomsDetermine the unit of analysisDetermine the relevant variables
2-9Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Exhibit 2.5 The Iceberg Principle
2-10Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Step 2: Define the Research Problem and Questions
Initial research question
Redefined research questions
2-11Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Step 3: Specify Research Objectives and Confirm Information Value
Can the information be collected at all?Can the information tell the decision maker
something not already known?Will the information provide significant
insights?What benefits will be delivered by this
information?
2-12Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Step 4. Determine the research design and data sources
Step 4. Determine the research design and data sources
Step 5. Develop the sampling design and sample size
Step 5. Develop the sampling design and sample size
Step 6. Examine measurement issues and scales
Step 6. Examine measurement issues and scales
Phase II. Select the Research Design
Step 7. Design and pretest the questionnaire Step 7. Design and pretest the questionnaire
2-13Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Causal Causal ResearchResearchCausal Causal
ResearchResearch
Step 4: Determine the Research Design
Descriptive Descriptive ResearchResearch
Exploratory Exploratory Research Research
2-14Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Step 5: Develop the Sampling Design and Sample Size
Identify the relevant defined target population by either:conducting a census of all members, orselecting a subgroup
Develop a probability or non-probability sampling plan
Determine how many people need to be investigated
2-15Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Step 6. Examine Measurement Issues and Scales
Level of information neededReliability and validity of informationDevelopment of reliable and valid scale
measurementDimensions underlining critical factorsSingle or multi-item measures used to collect
data
2-16Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Step 7: Design and Pretest Questionnaire
Questionnaires can be pretested in a usability lablike this one
2-17Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Step 8. Collect and prepare data Step 8. Collect and prepare data
Step 9. Analyze data Step 9. Analyze data
Step 10. Interpret data to create knowledge Step 10. Interpret data to create knowledge
Phase III. Execute the Research Design
2-18Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Phase IV. Communicate the Research Results
Step 11. Prepare and present final report Step 11. Prepare and present final report
Executive SummaryExecutive Summary
IntroductionIntroduction
Problem Definition & ObjectivesProblem Definition & Objectives
MethodologyMethodology
Results, Findings, Limitations of StudyResults, Findings, Limitations of Study
2-19Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Research proposal outline
Purpose of proposed research projectType of studyDefinition of target population and sample
sizeSample design and data collection methodSpecific research instrumentsPotential managerial benefits Proposed cost for total projectProfile of research companyOptional dummy tables of projected results