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1、Exploring Marketing Research William G. Zikmund,Chapter 3: The Marketing Research Process,Information,Reduces Uncertainty Helps focus decision making,Types of Research,Exploratory Descriptive Causal,COMPLETELY CERTAIN,ABSOLUTE AMBIGUITY,CAUSAL OR DESCRIPTIVE,EXPLORATORY,Uncertainty Influences the Ty
2、pe of Research,Exploratory Research Descriptive Research Causal Research (Unaware of Problem) (Aware of Problem) (Problem Clearly Defined) “Our sales are declining and “What kind of people are buying “Will buyers purchase more of we dont know why.” our product? Who buys our our products in a new pac
3、kage? competitors product?” “Would people be interested “Which of two advertising in our new product idea?” “What features do buyers prefer campaigns is more effective?” in our product?”,Degree of Problem Definition,possible situation,Exploratory Research,Secondary Data Experience Survey Pilot Studi
4、es,Exploratory Research,Initial research conducted to clarify and define the nature of a problem Does not provide conclusive evidence Subsequent research expected,Descriptive Research,Describes characteristics of a population or phenomenon Some understanding of the nature of the problem,“I keep six
5、honest serving men, (they taught me all I knew), their names are,-Rudyard Kipling,what,and why,and when,and how,and where,and who.”,Descriptive Research Example,Weight Watchers average customer: Woman about 40 years old Household income of about $50,000 At least some college education Trying to jugg
6、le children and a job,Descriptive Research Example,Mens fragrance market: 1/3 size of womens fragrance market But growing at a faster pace Women buy 80 % of mens fragrances,Causal Research,Conducted to identify cause-and-effect relationships,IDENTIFYING CAUSALITY,A causal relationship is impossible
7、to prove. Evidence of causality: 1. The appropriate causal order of events 2. Concomitant variation-two phenomena vary together 3. An absence of alternative plausible explanations,Stages of the Research Process,Problem Discovery and Definition,Research Design,Sampling,Data Gathering,Data Processing
8、and Analysis,Conclusions and Report,Discovery and Definition,and so on,Research Stages,Cyclical process - conclusions generate new ideas Stages can overlap chronologically Stages are functionally interrelated Forward linkages Backward linkages,Problem discovery,Problem definition (statement of resea
9、rch objectives),Secondary (historical) data,Experience survey,Pilot study,Case study,Selection of exploratory research technique,Selection of basic research method,Experiment,Survey,Observation,Secondary Data Study,Laboratory,Field,Interview,Questionnaire,Selection of exploratory research technique,
10、Sampling,Probability,Nonprobability,Collection of data (fieldwork),Editing and coding data,Data processing,Interpretation of findings,Report,Data Gathering,Data Processing and Analysis,Conclusions and Report,Research Design,Problem Discovery and Definition,The Marketing Research Process,The Research
11、 Process (cont.),Stages in the Research Process,Problem discovery and problem definition Research design Sampling Data gathering Data processing and analysis Conclusions and report,Problem Discovery and Definition,First step Problem, opportunity, or monitor operations Discovery before definition Pro
12、blem means management problem,“The formulation of the problem is often more essential than its solution”,Albert Einstein,State the research questions and research objectives,Hypothesis,A statement that can be refuted by empirical data,If you do not know where you are going, any road will take you th
13、ere.,Exploratory Research,Exploratory Research Techniques - Two Examples,Secondary Data (Historical Data) Previously Collected Census of Population Literature Survey Pilot Study A number of Diverse Techniques,Focus Group Interview,Research Design,Master plan Framework for action Specifies methods an
14、d procedures,Basic Research Methods,Surveys Experiments Secondary data Observation,Selecting a Sample,POPULATION,SAMPLE,Sample: subset of a larger population.,Sampling,Who is to be sampled? How large a sample? How will sample units be selected?,Data Gathering Stage,Data Processing and Analysis,Concl
15、usions and Report Writing,Effective communication of the research findings,Research Proposal,A written statement of the research design that includes a statement explaining the purpose of the study Detailed outline of procedures associated with a particular methodology,Research Program Strategy,Defining Problem Results in Clear Cut Research Objectives,Exploratory Research (Optional),Symptom Detection,
