Download Determination of the Information Research

Chapter Two
The Marketing
Research
Process
Copyright © 2006
McGraw-Hill/Irwin
Value of the
Research Process
• Approaches to the Research Process
– Standardized Research Process
– Information Perspective
• Four Basic Phases of the Research
Process
• Information Research Proposal
McGraw-Hill/Irwin
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Exhibit 2.1
McGraw-Hill/Irwin
Describe the major environmental factors
influencing marketing research and their
impact on the research process
3
Changing View of the Marketing
Research Process
Describe the major environmental factors
influencing marketing research and their
impact on the research process
• Changing Marketing Environmental
–
–
–
–
Internet
Secondary Data
Primary Data
Gatekeeper Technology
• Traditional methods
• Privacy legislation
• Online marketers and researchers
– Global Markets
– Marketing Research
– Information Research Process
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Changing View of the Marketing
Research Process
Explain the differences between
data and information
• Determining the Need for Information
Research
– Primary Responsibility
– Decision Maker
• Rule of thumb
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Changing View of the Marketing
Research Process
•
Explain the differences between
data and information
Four Situations When Marketing
Research Not Needed
1.
2.
3.
4.
Information already available
Insufficient time frame
Inadequate resources
Costs outweigh the value of the research
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Changing View of the Marketing
Research Process
•
Explain the differences between
data and information
Responsibility of the Decision Maker
1. Should the research be used to collect
the needed information
2. Decision makers should consider a set of
evaluative questions
1. What is the perceived importance and
complexity of the problem?
2. Is the problem realistically researchable?
3. Will the research findings be implemented?
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Changing View of the Marketing
Research Process
Explain the differences between
data and information
4. Will the research design and data represent reality?
5. Will the research results and findings be used as legal
evidence?
6. Is the proposed research politically motivated?
•
Conditional reasons to consider conducting research
1.
2.
3.
4.
Will clarify the problem or identify marketplace changes
Help the company acquire a competitive advantage
Help achieve marketing objectives
Provides an understanding of future market conditions
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Exhibit 2.3
McGraw-Hill/Irwin
Explain the differences between
data and information
9
Overview of the Information
Research Process
•
Describe and discuss four phases and ten
integrative task steps involved with the
research process, and explain some of the
key activities within each step
Standardized Phases
– 4 Phases—Information Research Process
1.
2.
3.
4.
McGraw-Hill/Irwin
Determine the research problem
Select the appropriate research design
Execute the research design
Communicate the research results
10
Exhibit 2.4
McGraw-Hill/Irwin
Describe and discuss four phases and ten
integrative task steps involved with the
research process, and explain some of the
key activities within each step
11
Overview of the Information
Research Process
•
Describe and discuss four phases and ten
integrative task steps involved with the
research process, and explain some of the
key activities within each step
Four Phases— Guided by Principles of the
Scientific Method
1. Formal Research—characterized as logical,
objective systematic, reliable, valid,
impersonal, and on going
2. Traditional—emphasizes collection and
analysis of primary data
3. Informational research—equal emphasis on
the use of secondary data
McGraw-Hill/Irwin
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Overview of the Information
Research Process
Explain the differences between
data and information
• Transforming Raw Data Into Information
– Raw Data
– Data Structures
– Information
McGraw-Hill/Irwin
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Exhibit 2.6
McGraw-Hill/Irwin
Describe and discuss four phases and ten
integrative task steps involved with the
research process, and explain some of the
key activities within each step
14
Phase I: Determination of the
Information Research Problem
Illustrate and explain the critical
elements of problem definition in
marketing research
Step 1: Identify and Clarify Information
Needs
– Formal Statement of the Problem
• Decision Problem
» See following slide
McGraw-Hill/Irwin
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Exhibit 2.7
McGraw-Hill/Irwin
Illustrate and explain the critical
elements of problem definition in
marketing research
16
Phase I: Determination of the
Information Research Problem
Illustrate and explain the critical
elements of problem definition in
marketing research
– Process—includes following activities
• Determine the decision maker’s purpose
• Understand the complete problem situation
• Identify and separate out measurable
symptoms
• Determine the appropriate unit of analysis
• Determine the relevant variables
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Phase I: Determination of the
Information Research Problem
Illustrate and explain the critical
elements of problem definition in
marketing research
• Purpose of the Research Request
– Determining the research purpose—
beginning of the problem definition
process
• Use questions to develop insights into what the
decision maker believes is the problem
• Distinguish between the symptoms and the
actual causal factors
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Exhibit 2.8
McGraw-Hill/Irwin
Illustrate and explain the critical
elements of problem definition in
marketing research
19
Phase I: Determination of the
Information Research Problem
Illustrate and explain the critical
elements of problem definition in
marketing research
• Understand the Complete Problem
– Perform Situation Analysis
– Awareness of the problem provide
information
• Decision maker’s needs
• Complexity of the problem situation
• Types of factors involved
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Phase I: Determination of the
Information Research Problem
Illustrate and explain the critical
elements of problem definition in
marketing research
– Identify and Separate Out Measurable Symptoms
• Separate the root problems from the observable and
measurable symptoms
– Determine the Unit of Analysis
• Individuals, households, geographical areas, etc.
– Determine the Relevant Variables to the Situation
• Identify independent and dependent variables
• Information and specific constructs are relevant
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Exhibit 2.9
McGraw-Hill/Irwin
Illustrate and explain the critical
elements of problem definition in
marketing research
22
Phase I: Determination of the
Information Research Problem
Illustrate and explain the critical
elements of problem definition in
marketing research
Step 2: Specify the Research Questions and Define
The Research Problem
– Reformulate the Problem in Scientific Terms
• Defining research problem influences all the remaining
research steps
– Two approaches
• General focus
• Specific terms
– Types of Data
– Determines if Requested Information Necessary
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Phase I: Determination of the
Information Research Problem
Illustrate and explain the critical
elements of problem definition in
marketing research
Step 3: Confirm Research Objectives
Assess the Value of Information
– Stated Research Objectives
– Research Objectives
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Phase II: Select the Appropriate
Research Design
Distinguish among exploratory,
descriptive, and causal research designs
Step 4: Determine the Research Design and
Data Sources
– Exploratory Research
– Descriptive Research
– Causal Research
– Secondary Data Sources
– Primary Data
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Phase II: Select the Appropriate
Research Design
List the critical issues in the
development of a sampling plan
Step 5: Determine the Sample Plan and
Sample Size
– Target Population
– Census
– Sample
• Sampling Plan
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Exhibit 2.11
McGraw-Hill/Irwin
Explain the basic differences between a
probability and nonprobability sampling plan
27
Phase II: Select the Appropriate
Research Design
Explain the basic differences between a
probability and nonprobability sampling plan
Probability Sampling
– each member of the defined target
population has a known chance of being
selected
• Sampling Error
Nonprobability Sampling
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Phase II: Select the Appropriate
Research Design
Describe and discuss four phases and ten
integrative task steps involved with the
research process, and explain some of the
key activities within each step
Measurement Process
– How much raw data to collect
– Amount of information to be inferred from the
data
•
•
•
•
What level of information is needed for a variable?
How reliable does the information need to be?
How valid does the information need to be?
How does one ensure that the scale measurements are
reliable and valid?
• What dimensions underlie the critical factors being
investigated?
• Should single measures or multi-item measures be used
to collect the data?
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Phase II: Select the Appropriate
Research Design
Describe and discuss four phases and ten
integrative task steps involved with the
research process, and explain some of the
key activities within each step
Step 7 Pretest the Questionnaire
Questionnaire must be pretested
Clarity of instruction and question
Sequence of the topics and question
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Phase III: Execute the
Research Design
Describe and discuss four phases and ten
integrative task steps involved with the
research process, and explain some of the
key activities within each step
Step 8 Collect and Prepare Data
Data Collection Methods
◊ Use Interviewers
◊ Self-administrated questionnaires
◊ Questioning Methods
◊ Observation Methods
◊ Future Methods
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Exhibit 2.12
McGraw-Hill/Irwin
Describe and discuss four phases and ten
integrative task steps involved with the
research process, and explain some of the
key activities within each step
32
Phase III: Execute the
Research Design
Describe and discuss four phases and ten
integrative task steps involved with the
research process, and explain some of the
key activities within each step
Preparation of Data
◊ Primary Data
Coding Scheme
Verify for accuracy
◊ Secondary Research
single or multiple databases
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Phase III: Execute the
Research Design
Describe and discuss four phases and ten
integrative task steps involved with the
research process, and explain some of the
key activities within each step
Step 9: Analyze Data
Create Data
• Combine two or more variables into indexes,
ratios, constructs
Analysis Procedures
• Frequency distribution
• Sample statistics
• Multivariate data analysis
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Phase III: Execute the
Research Design
Describe and discuss four phases and ten
integrative task steps involved with the
research process, and explain some of the
key activities within each step
Step 10 Transform Data Structures into
Information
– Information is created fro decision makers
– Interpret the results of the statistical
analysis
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Phase IV: Communicate the
Research Results
Describe and discuss four phases and ten
integrative task steps involved with the
research process, and explain some of the
key activities within each step
• Step 11: Prepare and Present the Final
Report to Management
– Sections in Research Report
– Submit Written Report
• Make oral presentation
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Exhibit 2.13
McGraw-Hill/Irwin
Identify and explain the major
components of a solid research proposal
37
Summary
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•
Value of the Research Process
Changing View of the Marketing Research Process
Overview of the Information Research Process
Phase I: Determination of the Information Research
Problem
Phase II: Selection the Appropriate Research Design
Phase III: Execute the Research Design
Phase IV: Communicate the Research Results
Develop An Information Research Proposal
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