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1、EssentialsofMarketingResearchJackyPeng Chapter3 TheMarketingResearchProcess Information ReducesuncertaintyHelpsfocusdecisionmaking TypesOfResearch ExploratoryDescriptiveCausal COMPLETELYCERTAIN ABSOLUTEAMBIGUITY CAUSALORDESCRIPTIVE EXPLORATORY UncertaintyInfluencesTheTypeOfResearch ExploratoryResear
2、chDescriptiveResearchCausalResearch UnawareofProblem AwareofProblem ProblemClearlyDefined Oursalesaredecliningand Whatkindofpeoplearebuying Willbuyerspurchasemoreofwedon tknowwhy ourproduct Whobuysourourproductsinanewpackage competitor sproduct Wouldpeoplebeinterested Whichoftwoadvertisinginournewpr
3、oductidea Whatfeaturesdobuyersprefercampaignsismoreeffective inourproduct possiblesituation DegreeofProblemDefinition ExploratoryResearch InitialresearchconductedtoclarifyanddefinethenatureofaproblemDoesnotprovideconclusiveevidenceSubsequentresearchexpected DescriptiveResearch Describescharacteristi
4、csofapopulationorphenomenonSomeunderstandingofthenatureoftheproblem Ikeepsixhonestservingmen theytaughtmeallIknew theirnamesare RudyardKipling what andwhy andwhen andhow andwhere andwho DescriptiveResearchExample WeightWatchersaveragecustomerWomanabout40yearsoldHouseholdincomeofabout 50 000Atleastso
5、mecollegeeducationTryingtojugglechildrenandajob DescriptiveResearchExample Men sfragrancemarket1 3sizeofwomen sfragrancemarketButgrowingatafasterpaceWomenbuy80 ofmen sfragrances CausalResearch Conductedtoidentifycauseandeffectrelationships IdentifyingCausality Acausalrelationshipisimpossibletoprove
6、Evidenceofcausality 1 Theappropriatecausalorderofevents2 Concomitantvariation twophenomenavarytogether3 Anabsenceofalternativeplausibleexplanations StagesoftheResearchProcess ProblemDiscoveryandDefinition ResearchDesign Sampling DataGathering DataProcessingandAnalysis ConclusionsandReport Discoverya
7、ndDefinition andsoon ResearchStages Cyclicalprocess conclusionsgeneratenewideasStagescanoverlapchronologicallyStagesarefunctionallyinterrelatedForwardlinkagesBackwardlinkages Problemdiscovery Problemdefinition statementofresearchobjectives Secondary historical data Experiencesurvey Pilotstudy Casest
8、udy Selectionofexploratoryresearchtechnique Selectionofbasicresearchmethod Experiment Survey Observation SecondaryDataStudy Laboratory Field Interview Questionnaire Selectionofexploratoryresearchtechnique Sampling Probability Nonprobability Collectionofdata fieldwork Editingandcodingdata Dataprocess
9、ing Interpretationoffindings Report DataGathering DataProcessingandAnalysis ConclusionsandReport ResearchDesign ProblemDiscoveryandDefinition TheMarketingResearchProcess TheResearchProcess cont StagesInTheResearchProcess ProblemDiscoveryandProblemDefinitionResearchDesignSamplingDataGatheringDataProc
10、essingandAnalysisConclusionsAndReport ProblemDiscoveryAndDefinition FirststepProblem opportunity ormonitoroperationsDiscoverybeforedefinitionProblemmeansmanagementproblem Theformulationoftheproblemisoftenmoreessentialthanitssolution AlbertEinstein SymptomDetection ProblemDefinition StatementofResear
11、chObjectives AnalysisoftheSituation ExploratoryResearch Optional STAGE1 DefiningtheProblemResultsinClearCutResearchObjectives Ascertainthedecisionmaker sobjectives Understandthebackgroundoftheproblem Isolateandidentifytheproblems notthesymptoms Determinetheunitofanalysis Determinetherelevantvariable
12、s Statetheresearchquestionsandresearchobjectives TheProcessofProblemDefinition AscertaintheDecisionMaker sObjectives UnderstandtheBackgroundoftheProblem IsolateandIdentifytheProblems NottheSymptoms TheIcebergPrinciple ProblemDefinitionOrganizationSymptomsBasedonSymptomTrueProblem Twenty year oldneig
13、hborhoodswimmingassociationinamajorcity Membershiphasbeendecliningforyears Newwaterparkwithwavepoolandwaterslidesmovedintotownafewyearsago Neighborhoodresidentsprefertheexpensivewaterparkandhavenegativeimageofswimmingpool Demographicchanges Childreninthis20 year oldneighborhoodhavegrownup Olderresid
14、entsnolongerswimanywhere DeterminetheUnitofAnalysis Individuals households organizations etc Inmanystudies thefamilyratherthantheindividualistheappropriateunitofanalysis DeterminetheRelevantVariable Anythingthatmayassumedifferentnumericalvalues TypesofVariables CategoricalContinuousDependentIndepend
15、ent Hypothesis AnunprovenpropositionApossiblesolutiontoaproblemGuess Statetheresearchquestionsandresearchobjectives Ifyoudonotknowwhereyouaregoing anyroadwilltakeyouthere ExploratoryResearchTechniques Secondarydata historicaldata PilotstudyExperiencesurvey FocusGroupInterview ExperienceSurvey Ifyouw
16、ishtoknowtheroadupthemountain youmustaskthemanwhogoesbackandforthonit Zenrinkusi Specificobjective 2 Specificobjective 3 Specificobjective 1 Statementofmarketingproblem Broadresearchobjectives Researchdesign Results Exploratoryresearch optional ResearchDesign MasterPlanFrameworkForActionSpecifiesMethodsAndProcedures BasicResearchMethods SurveysExperimentsSecondarydataObservation Sampling SubsetofpopulationWhoistobesampledHowlargeasampleHowwillsampleunitsbeselected DataGatheringStage DataProcessi
