MARKET RESEARCHMARKET RESEARCH

RevisionRevision

What What was achievedwas achieved

to translate a marketing problem into a attainable research questions or hypotheses;to appreciate marketing research as a processto evaluate the strengths and weaknesses of alternative research designs and select the appropriate one; to collect information from a multiplicity of sources to design and execute a basic research project.

1. Introduction to Marketing 1. Introduction to Marketing Research and the Market Research and the Market

research Industryresearch IndustryThe scope and nature of marketing researchThe scope and nature of marketing researchThe role of marketing research for marketing The role of marketing research for marketing management decisions management decisions When it should, or should not be undertaken When it should, or should not be undertaken The structure of the marketing research The structure of the marketing research

industryindustrySelecting a MR agencySelecting a MR agency

McDaniel & Gates, Chapters 1 & 2McDaniel & Gates, Chapters 1 & 2

Readings for the examReadings for the exam

Selecting a research companySelecting a research company----Part II.; Part II.; By: By: KitaeffKitaeff, Richard., Marketing Research, , Richard., Marketing Research, Dec92, Vol. 4 Issue 4, p53, 2pDec92, Vol. 4 Issue 4, p53, 2pDIFFERING DIMENSIONS.DIFFERING DIMENSIONS. By: Ambler, By: Ambler, Tim. Marketing Research, Fall2004, Vol. Tim. Marketing Research, Fall2004, Vol. 16 Issue 3, p816 Issue 3, p8--13, 6p,13, 6p,

2. The Marketing Research 2. The Marketing Research ProcessProcess

Problem definitionProblem definitionThe marketing research The marketing research process and the interprocess and the inter--relationships between stagesrelationships between stages

Making MR more actionableMaking MR more actionableMcDaniel & Gates, Chapter 3McDaniel & Gates, Chapter 3

The Marketing Research ProcessThe Marketing Research Process

Problem/Opportunity

Identification &Formulation

Problem/Opportunity

Identification &Formulation

Creation ofthe Research

Design

Creation ofthe Research

Design

Choice of Methodof Research

Choice of Methodof Research

Selection of theSamplingProcedure

Selection of theSamplingProcedure

Collection of theData

Collection of theData

Analysis ofthe Data

Analysis ofthe Data

Writing andPresenting the

Report

Writing andPresenting the

Report

Follow-upFollow-up

Readings for the examReadings for the exam

1.1. Lawrence D Gibson (1998 ) Defining Lawrence D Gibson (1998 ) Defining marketing problems, Marketing marketing problems, Marketing Research, Research, volvol 10, no.110, no.1

2.2. How to Make Research More How to Make Research More Actionable.Actionable.; By: ; By: SchmalenseeSchmalensee, Diane H.; , Diane H.; LeshLesh, A. Dawn., Marketing Research, , A. Dawn., Marketing Research, Winter98/Spring99, Vol. 10 Issue 4, p22, Winter98/Spring99, Vol. 10 Issue 4, p22, 15p15p

Secondary Research, Databases Secondary Research, Databases and Data miningand Data mining

Secondary and primary research Secondary and primary research compared compared The evaluation of secondary data The evaluation of secondary data information managementinformation managementData miningData mining

McDaniel,.& Gates, Chapter 4McDaniel,.& Gates, Chapter 4

5

Secondary DataSecondary Data

Ready to

Use

Requires Further

Processing

Internal

Published

Materials

Computerised

Databases

Syndicated

Services

External

Secondary Data

Readings for the examReadings for the exam

1.1. Data mining in marketing: Part 1.Data mining in marketing: Part 1.; By: ; By: Peacock, Peter R.., Marketing Peacock, Peter R.., Marketing Management, Winter98, Vol. 6 Issue 4, Management, Winter98, Vol. 6 Issue 4, p8, 11p p8, 11p

Qualitative Methods and Qualitative Methods and ObservationObservation

The nature of qualitative research and how it The nature of qualitative research and how it is different from quantitative researchis different from quantitative researchInIn--depth interviews and focus groupsdepth interviews and focus groupsProjective techniquesProjective techniquesDefinition of observation as a research Definition of observation as a research methodmethodCircumstances for which use of observational Circumstances for which use of observational methods is appropriate methods is appropriate Different types of observation Different types of observation --

McDaniel, C.& Gates, R., chapter 5 &7McDaniel, C.& Gates, R., chapter 5 &7

Qualitative Research Qualitative Research TechniquesTechniques

Direct (Nondisguised)

Depth Interviews

Focus Groups

Qualitative Research Procedures

Indirect (Disguised)

Projective Techniques

Conditions for Using Conditions for Using ObservationObservation

The needed information

must be observableor inferable frombehaviour that can

be observed.

The needed information

must be observableor inferable frombehaviour that can

be observed.

The behaviour of interest must be

repetitive, frequent,or predictablein some manner.

The behaviour of The behaviour of interest must beinterest must be

repetitive, frequent,repetitive, frequent,or predictableor predictablein some manner.in some manner.

The behaviour of interest must beof relatively

short duration.

The behaviour of interest must beof relatively

short duration.

Human ObservationHuman Observation

Mystery ShoppersOne-Way Mirror ObservationShopper Patterns and BehaviourContent Analysis

Readings for the examReadings for the exam1.1. LADDERING THEORY, METHOD, ANALYSIS, AND INTERPRETATION.LADDERING THEORY, METHOD, ANALYSIS, AND INTERPRETATION.

By: By: ReynoldsReynolds, , ThomasThomas JJ.; .; GutmanGutman, Jonathan. Journal of Advertising , Jonathan. Journal of Advertising Research, Feb/Mar88, Vol. 28 Issue 1, p11Research, Feb/Mar88, Vol. 28 Issue 1, p11--31, 21p;31, 21p;

2.2. Conceptual Underpinnings for the Use of Group Interviews in Conceptual Underpinnings for the Use of Group Interviews in Consumer Research.Consumer Research. By: By: McQuarrieMcQuarrie, Edward F.; McIntyre, Shelby H.. , Edward F.; McIntyre, Shelby H.. Advances in Consumer Research, 1988, Vol. 15 Issue 1, p580Advances in Consumer Research, 1988, Vol. 15 Issue 1, p580--586, 586,

3.3. Trained Moderators. Boost the Value of Qualitative Research.Trained Moderators. Boost the Value of Qualitative Research. By: By: Henderson, Naomi R.. Henderson, Naomi R.. MarketingMarketing ResearchResearch, Jun92, Vol. 4 Issue 2, p20, Jun92, Vol. 4 Issue 2, p20--23, 4p23, 4p

4.4. Let's Hold a Focus Group!Let's Hold a Focus Group! By: Lawrence, Jennifer; Berger, Paul. Direct By: Lawrence, Jennifer; Berger, Paul. Direct Marketing, Apr99, Vol. 61 Issue 12, p40, 4p;Marketing, Apr99, Vol. 61 Issue 12, p40, 4p;

5.5. Unmasking a Phantom; A Psychometric Assessment of Mystery Unmasking a Phantom; A Psychometric Assessment of Mystery Shopping. Shopping. By: Finn, Adam; By: Finn, Adam; KayandKayandéé, , UjwalUjwal. Journal of Retailing, . Journal of Retailing, Summer99, Vol. 75 Issue 2, p195, 23p, Summer99, Vol. 75 Issue 2, p195, 23p,

6.6. The evolution of technology in The evolution of technology in pretestingpretesting.. By: By: WeinblattWeinblatt, Lee S.. , Lee S.. Marketing Research, Spring94, Vol. 6 Issue 2, p42Marketing Research, Spring94, Vol. 6 Issue 2, p42--44, 3p, 44, 3p,

7.7. Projective techniques in consumer researchProjective techniques in consumer research byby SunSunéé DonoghueDonoghue, , Journal of Family Ecology and Consumer Sciences, Journal of Family Ecology and Consumer Sciences, VolVol 28, 2000, p.4728, 2000, p.47--53 53

8.8. A look at the evidence for the usefulness, reliability and validA look at the evidence for the usefulness, reliability and validity of ity of projective techniques in market research.projective techniques in market research. By: By: BoddyBoddy, Clive. , Clive. International Journal of Market Research, 2005 Quarter 3, Vol. 4International Journal of Market Research, 2005 Quarter 3, Vol. 47 Issue 7 Issue 3, p2393, p239--254 254

Survey Research, Survey Research, MeasurementMeasurementTypes of errors in survey research.Types of errors in survey research.

Types of surveys.Types of surveys.Advantages and disadvantages of Advantages and disadvantages of online surveys.online surveys.Measurement scalesMeasurement scalesMeasurement errorsMeasurement errorsReliability and validity Reliability and validity

McDaniel, & Gates, chapters 6, 9 and 10McDaniel, & Gates, chapters 6, 9 and 10

Survey errorsSurvey errors

Sampling errorSampling errorNonNon--coverage errorcoverage errorNonNon--response errorresponse errorMeasurement errorMeasurement error

Survey MethodsSurvey Methods

TELEPHONE FACE TO FACE POST COMPUTER

SURVEYMETHODS

TRADITIONAL TELEPHONE

CAT I

IN HOME MALL INTERCEPT

CAP I

POSTAL SURVEY

POSTAL PANEL

FAX E-MAIL INTERNET

DIRECT COMPUTER INTERVIEW

Web surveysWeb surveys

Sampling and coverage errorsSampling and coverage errors

Paired Comparison

Rank Order

Constant Sum

Q-Sort and Other

Procedures

Comparative Scales

NonComparativeScales

Continuous Rating Scales

Itemised Rating Scales

StapelSemantic DifferentialLikert

A Classification of Response A Classification of Response Scales sScales sResponse Scales

Reliability and ValidityReliability and Validity

.... .....

.

...

. .

.

..

.

.

.

.. .

. .

.

Situation 1 Situation 3Situation 2

Neither reliable nor valid

Highly reliable but not valid

Highly reliable and valid

.

. .

Readings for the examReadings for the exam1.1. Research on Survey Data QualityResearch on Survey Data Quality (in Methodological (in Methodological

Developments) by Robert M. Groves Developments) by Robert M. Groves The Public The Public Opinion QuarterlyOpinion Quarterly, Vol. 51, Part 2: Supplement: 50th , Vol. 51, Part 2: Supplement: 50th Anniversary Issue. (1987), pp. S156Anniversary Issue. (1987), pp. S156--S172. S172.

2.2. Survey research.Survey research. By: By: KrosnickKrosnick, Jon A.. Annual Review , Jon A.. Annual Review of Psychology, 1999, Vol. 50 Issue 1, p537, 31p; of Psychology, 1999, Vol. 50 Issue 1, p537, 31p;

3.3. THE DESIGN AND ADMINISTRATION OF MAIL THE DESIGN AND ADMINISTRATION OF MAIL SURVEYS.SURVEYS. By: By: DillmanDillman, D.A.. Annual Review of , D.A.. Annual Review of Sociology, 1991, Vol. 17 Issue 1, p225, 25p, Sociology, 1991, Vol. 17 Issue 1, p225, 25p,

4.4. WEB SURVEYS.WEB SURVEYS. By: By: CouperCouper, Mick P.. Public Opinion , Mick P.. Public Opinion Quarterly, Winter2000, Vol. 64 Issue 4, p464, 31p,Quarterly, Winter2000, Vol. 64 Issue 4, p464, 31p,

Questionnaire designQuestionnaire design

Questionnaire development Questionnaire development Evaluation of actual questionnairesEvaluation of actual questionnaires

McDaniel, & Gates, chapter 11McDaniel, & Gates, chapter 11NOT IN THE EXAMNOT IN THE EXAM

ExperimentationExperimentation

Demonstrating causation Demonstrating causation Experimental validity Experimental validity Why are experiments not used more often Why are experiments not used more often Selecting experimental designs Selecting experimental designs Test markets and simulated test marketingTest markets and simulated test marketing

McDaniel.& Gates Chapter 8McDaniel.& Gates Chapter 8

Demonstrating CausationDemonstrating Causation

Concomitant VariationAppropriate Time Order of OccurrenceElimination of Other Possible Causal Factors

Internal and External ValidityInternal and External Validity

Internal Validity

External Validity

The extent to which competing

explanations for the experimental

results can be avoided.

The extent to which causal relationships

measured in an experiment can be generalised to outside people,

settings, and times.

Threats to Experimental ValidityThreats to Experimental Validity

HistoryMaturationInstrument VariationSelection BiasMortalityTesting EffectRegression to the Mean

Experimentation: Summary of Experimentation: Summary of Basic IssuesBasic Issues

Approaches used to control extraneous factors

Randomisation - involves randomly assigning subjects to treatment

conditions

Physical control -involves somehow

holding the value or level of the extraneous variable

constant

Design Control -implementing specific types of experimental

designs

Statistical control -certain statistical

procedures can be used to adjust for the effects of confounding variables

Readings for the examReadings for the exam

1.1. Experimental methods in market Experimental methods in market research.research. By: By: RyalsRyals, Lynette; Wilson, , Lynette; Wilson, Hugh. International Journal of Market Hugh. International Journal of Market Research, 2005 Quarter 4, Vol. 47 Issue Research, 2005 Quarter 4, Vol. 47 Issue 4, p3474, p347--366366

2.2. Prince, Melvin (1992) Choosing Prince, Melvin (1992) Choosing Simulated Test Marketing Systems, Simulated Test Marketing Systems, Marketing Research, vol4, no.3Marketing Research, vol4, no.3

examexam

You have to answer You have to answer 33 questions out of a questions out of a choice of fivechoice of five

Articles available atArticles available athttp://staff.city.ac.uk/~georgeb/marketresearch.htmhttp://staff.city.ac.uk/~georgeb/marketresearch.htm

Or Or

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