Re Serch Methods
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Research Methods in Marketing
(MBA 8601)
Jeremy Kees, Ph.D.
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My Research…
• Advertising
– Kees et. al ( Journal of Advertising, forthcoming)
– Kees, Jeremy ( JCIRA, forthcoming)• Framing Effects
• Pharma – “Fair Balance”– Kees et al. (Psychology and Marketing, 2008)
• Nutrition
– Burton et al. ( American Journal of Public Health, 2006)
• Menu Labeling
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My Research…
• Smoking/Tobacco
– Kees et al. (Journal of Public Policy and Marketing,
2006)• Graphic Warning Labels
• Pricing
– Jensen et. al ( Journal of Interactive Marketing, 2003)• Reference Prices
• Finance
– Howlett et al. ( Journal of Consumer Affairs, 2008)• Temporal Orientation and Long-Term Financial Planning
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The Value of MarketingResearch
• Reduces risk in decision making• Let’s move away from making
decisions based on anecdotal
evidence (i.e., information orcasual observation that is not based
on facts or careful study)
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!"ortant To"ics…
• Part I: Non-data research issues– Research Process
– Problem Identification
– Study Design
– Sampling
• Part II: Data Analysis– Crosstabs / Correlation
– Regression / t-tests / ANOVA
– Conjoint / Perceptual Mapping
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#o$ does research fit into the%roader sco"e of !arketing
!anage!ent&&
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Re'ie$ of Marketing Manage!ent
p r o d u c t p r i c e
p l a c e p r o m o t
i o n
target
market
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The ternal n'iron!ent
CompetitiveCompetitive
EnvironmentEnvironment
TechnologicalTechnologicalEnvironmentEnvironment
Natural Natural
EnvironmentEnvironment
SocialSocialEnvironmentEnvironment
PoliticalPolitical
and Legaland Legal
EnvironmentEnvironment
EconomicEconomic
EnvironmentEnvironment
Marketing
Strategy
Customer
Value and
Behavior
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Marketing research is the “function which links
the consumer, customer, and public to themarketer through information--information
used to identify and define marketing
opportunities and problems; generate, refine
and evaluate marketing actions; monitor
marketing performance; and improve
understanding of marketing as a process.”
- American Marketing Association
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10
Marketing research is the systematic and objective
identification
collection
analysis
dissemination
and use of information
For the purpose of improving decision making related to the
identification of problems and opportunities and
solution of problems and opportunities in marketing.
Marketing Research *efined
http://images.google.ca/imgres?imgurl=http://sci-con.org/uploads/2007/01/decision-making.jpg&imgrefurl=http://sci-con.org/category/unconscious-processes/&h=260&w=263&sz=18&hl=en&start=0&tbnid=ZUGUDDs0PHr1AM:&tbnh=111&tbnw=112&prev=/images%3Fq%3Ddecision%2Bmaking%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DG
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Used to identify and
define market
opportunities and
problems
Generate, refine, and
evaluate marketing
performance
Monitor marketing
performance
Improve understanding
of marketing as a
process
+sing nfor!ation…,
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The need for infor!ation…
• MR focuses on the use of information asa source of strategic advantage
• As marketers, we should strive for athorough knowledge of customers, and
their attitudes, tastes, preferences• We should also want to keep an eye on
competition (e.g., benchmarking)
• This information will help us making
strategic marketing decisions (e.g., 4P’s)
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To sum….the function of marketing
research is to provide managerswith information
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1-
Marketing Research
Problem /OpportunityIdentifcation Research
Problem-SolvingResearch
Market Potential ResearchMarket Share ResearchMarket CharacteristicsResearch
Sales nalysis Research!orecasting Research"usiness #rends Research
SegmentationResearch
Product Research
Pricing Research
Promotion Research
$istribution Research
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+sers of Market Research
• Fortune-500 Firms– e.g., Product tweeks, shelf location
• Entrepreneurs– e.g., Market size, growth potential,
viability
• And everyone in-between…
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Marketing research can tell us…
• How our customer service is perceived by our customers and what
particular areas we can improve on or emphasize• How customers shop and how we can adjust our atmospherics to
maximize sales• What new products or new product features do customers want• How customers perceive us in relation to our key competitor (or do they
even recognize us as a key player in the industry)• Who our most loyal customers are and how do we cater to this
important segment• Who our prototypical customer is• How can we segment the market in more manageable groups• What marketing communications are most effective at reaching various
segments of the market• What is going to be the demand for a new product or an existing
product in a new market• Where should we build our next retail location• At what price point we can maximize profitability and maintain
consumer demand• Which media vehicles will be most effective to communicate our
advertising message• Etc.
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.ro/ect 's, nfo yste!s
• Information Systems Approach(MIS—Marketing Information System)
– “Ongoing” decision tool
– Interactive / Non-technical models
– Database Marketing
– e.g., Retail Link
•Project-Based (the focus of thisdiscussion)
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Research are s"ent on…
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*An outdoor advertising firm
*A local bank
*The Los Angeles Lakers
*The Food and Drug Administration
#o$ Might ach of These nstitutions +seMarketing Research&
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The Research .rocess
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3ust to ree!"hasi4e…
• Marketing research is the marketer’slink to understanding the consumer
and the external environment
• The SOLE purpose of marketingresearch is to inform decisions
• Every research project is different...
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te" 15 .ro%le! or!ulation
• A well-defined study begins with aclearly defined objective“The formulation of a problem is often more essential
than its solution” - Albert Einstein
• The problem is rarely clear-cut
• Slight variations in research questionscan lead to substantial changes in theresearch process (so be careful)– Drives decisions related to research design,
measurement, sampling, analysis, etc.
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te" 15 .ro%le! or!ulation
Stage in the
Process
Typical Questions
Formulate problem • What is the purpose of the study (i.e.,
to solve a problem? Identify an
opportunity?)
• Is additional background information
necessary?
• What are specific research questions
and what information is needed to
make the decision?
• How will the information be utilized?
• Has a decision already been made?
• Should research be conducted?
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“Attacking the Obesity Epidemic: An Examination of the Potential HealthBenefits of Nutrition Information Provision in Restaurants,” American
Journal for Public Health (2006)
• Formulate Problem– Obesity is the 2nd leading cause of preventable death in the US
– What can be done?– Can the provision of nutrition information help consumers make
better (healthier) food consumption decisions? (decision problem)
– How good (accurate) are consumers at estimating the nutritionalcontent of restaurant foods? and Can providing objective nutrientinformation improve food evaluation and choice (research problems)
– State hypotheses to be tested based on theory
• Based on Expectancy disconfirmation theory:– H3a: When objective nutrition information is less favorable than
consumers’ expect, nutrition information provision will have agreater negative influence on product attitudes and purchaseintentions and a greater positive influence on perceived likelihoodof weight gain and heart disease.
te" 15 .ro%le! or!ulation
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te" 75 *eter!ine Research *esign
• Dictated by the problem or research
question
• Exploratory Research
– “Discovery”
• Descriptive Research
– “Relationships”
• Causal Research
– Experiments
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te" 75 *eter!ine Research *esign
Stage in the
Process
Typical Questions
Determine researchdesign
• How much is already known?
• Can a hypothesis be formulated?
• What types of questions need to be
answered?
• What type of study will best address
the research questions?
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“Attacking the Obesity Epidemic: An Examination of the Potential Health
Benefits of Nutrition Information Provision in Restaurants,” American
Journal for Public Health (2006)
• Determine Research Design
– Two research problems (questions) require two designs
– How good (accurate) are consumers at estimating the nutritional
content of restaurant foods?
• Simple survey that asks participants to estimate nutritional content of
common restaurant foods
– Can providing objective nutrient information improve food
evaluation and choice
• Between-subjects experiment
te" 75 *eter!ine Research *esign
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te" 5 *esign *ata 9ollection : or!s
• Secondary research – not necessary
• Survey Research
– Lots of ways to collect data
• Measurement
– Constructs / Variables
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te" 5 *esign *ata 9ollection : or!s
Stage in the
Process
Typical Questions
Determine data
collection method and
forms
Can existing data be used to advantage?
What is to be measured? How?
What is the source of the data?
Can objective answers be obtained by asking
people?
How should people be questioned?
Should the questionnaires be administered in
person, over the phone, or through the mail?
Should electronic or mechanical means be used to
make the observations?
Should structure or unstructured items be used to
collect the data?
Should the purpose of the study be made known
to the respondents?
Should rating scales be used in the questionnaire?
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“Attacking the Obesity Epidemic: An Examination of the Potential Health
Benefits of Nutrition Information Provision in Restaurants,” American
Journal for Public Health (2006)
• Design Data Collection and Forms
– Quantitative data needed
– Questionnaires with estimations, multi-item
attitudinal/risk/intentions variables
te" 5 *esign *ata 9ollection : or!s
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te" -5 *esign a!"le and 9ollect *ata
• Determine your “target market”
• Determine necessary sample size
• Sampling Methodology
• Logistics
• Cost
• Ethics
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te" -5 *esign a!"le and 9ollect *ata
Stage in the
Process
Typical Questions
Design sample and
collect the data
• Who is the target population?
• Is a list of population elements available?
• Is a sample necessary?
• Is a probability sample desirable?
• How large should the sample be?
• How should the sample be selected?
• Who will gather the data?
• How much supervision is needed?
• What operational procedures will be
followed?
• What methods will be used to ensure the
quality of the data collected?
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“Attacking the Obesity Epidemic: An Examination of the Potential HealthBenefits of Nutrition Information Provision in Restaurants,” American
Journal for Public Health (2006)
• Design Sample and Collect Data
– Adult Sample
• Recruited by undergrads
• Mail panel
te" -5 *esign a!"le and 9ollect *ata
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te" ;5 Analy4e and nter"ret the *ata
• Edit / clean / code the data
• Analyze
• Interpret
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te" ;5 Analy4e and nter"ret the *ata
Stage in the
Process
Typical Questions
Analyze and interpretthe data
• Who will handle the editing of the
data?
• How will the data be coded?
• Who will supervise the coding and
keypunching?
• What tabulations / statistical tests /
analysis techniques will be used?
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“Attacking the Obesity Epidemic: An Examination of the Potential HealthBenefits of Nutrition Information Provision in Restaurants,” American
Journal for Public Health (2006)
• Analyze and interpret the data
– Crosstabs and other simple computations
– ANOVA / MANOVA / Chi-Square
– Results show that most consumers are unaware of high
levels of calories, fat, saturated fat, and sodium found in
many menu items. Provision of nutrition information on
restaurant menus could potentially have a positive impact
on public health by reducing the consumption of lesshealthful foods
te" 65 Analy4e and nter"ret the *ata
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te" 65 Analy4e and nter"ret the *ata
• Know your audience
• Sell your findings
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te"
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“Attacking the Obesity Epidemic: An Examination of the Potential HealthBenefits of Nutrition Information Provision in Restaurants,” American
Journal for Public Health (2006)
• Prepare Research Report
– Manuscript prepared for journal submission
te"
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or! =rou"s and…
Contrast the process we have just
talked about with that of
Andreasen