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International Research
Methods
© Mahir NAKİP
Professor of Marketing (113 slyts)
1
The Nature of International
Research (IR)
2
Decision Making and IR
Intuition
(sezgi)
Authority
Decision
Making
Process
Research is not
the single source
of decision
making
Experience
Research
3
Authority: Executive authorities of a firm can be
consider as an experts to make any decision. They are
credible, informative and authorized as well.
Intuition: is the management's sixth sense. Some
decisions appear to be made from such quick flashes
insight
Experience: Experience-based information drawn from
past situation is empirically based, in
observations from the basis for it.
that past
4
Research and the Global
Marketplace
European Union ((EU), North American Free Trade
Agreement (NAFTA), and Association of Southeast
Asians (ASEAN) are international agreements which
create wide multinational markets. These markets
need to be searched scientifically, deeply and widely.
International research differs than domestic research
conceptually.
5
Differences Between Domestic
and International Research
1. New parameters: Duties, foreign currencies, different
distributive structures, international documentation, labor
regulations
2. New Environmental factors: Languages, culture,
religion, political system\ and level of technology.
3. Border competition: The more the market
internationalize, the more the need to research.
6
research covers a wide range of phenomena. How?
For managers, the purpose of research is to provide knowledge
regarding the organization, the market, the economy.
A financial manager may ask, “Will the environment for long-term
financing be better two years from now?”
A personnel manager may ask, “What kind of training is necessary for
production employees?” or “What is the reason for the company’s
high employee turnover?”
A marketing manager may ask, “How can I monitor my retail sales
and retail trade activities?”
Each of these questions requires information about how the
environment, employees, customers, or the economy will respond to
executives’ decisions. Research is one of the principal tools for
answering these questions.
7
Every issue ultimately boils down to(indirgemek)an information problem.
Can the right information be delivered?
The ultimate goal of research is to supply accurate information that
reduces the uncertainty in managerial decision making.
Very often, decisions are made with little information for various
reasons, including cost considerations, insufficient time to conduct
research, or management’s belief that enough is already known.
Occasionally there are successes, but in the long run, intuition (sezgi)
without research leads to losses.
research helps decision makers shift from intuitive information
gathering to systematic and objective investigation.
8
What is Research?
… is a field of practical study in which a company obtains
data and analyze it in order to better manage the
company.
research can include economical data,
political data, financial data, consumer feedback, product
research and competitive analysis.
Executives and managers who use research methods
are able to better understand their company, the position
it holds in the market and how to improve that position.
9
What is International
Research?
… is applying the methods of normal
international environment.
research to
10
More scientifically: research…
is the application of the scientific method in searching for
the truth about phenomena.
These activities include defining
opportunities and
problems, generating and evaluating alternative courses of
action, and monitoring employee and organizational
performance. research is more than conducting surveys.
This process includes idea and theory development,
problem definition, searching for and collecting
information, analyzing data, and communicating the
findings.
11
What is Marketing Research?
“...the function which links the consumer and the customer to
the organization through information...”
- Glossary of Marketing Terms
“Marketing research is the firm’s formal communication link
with the environment.”
- Albert Churchill
12
What is the difference between consumer and
customer?
Consumer: Person who consumes a kind of product
without taking care of the brand. People who drinks
milk.
Customer: Person who consumes special kind
of brand. People who drinks Pınar milk…
13
research-development (R&D)?
Research and Technological Development refers to a
specific group of activities within a business. The activities
that are classified as R&D differ from company to
company, but there are two primary models.
In one model, the primary function of an R&D group is to
develop new products; in the other model, the primary
function of an R&D group is to discover and create new
knowledge about scientific and technological topics for the
purpose of uncovering and enabling development of
valuable new products, processes, and services.
The first model of R&D is generally staffed by engineers
while the second model may be staffed with industrial14
scientists.
Marketing Research;
Begins before production process and continue after the consumption.
Includes: (uncontrollable) macro environment factors: (1) Demographics (2)
Socio-cultural structure (3) competition (4) laws (5) economics (6) technology
(7) political condition
Includes also (controllable) micro environment: (1) Product (2) Price (3)
Physical distribution (4) promotion
Aims: (1) solving problems (2) idea generation (3) opportunity evaluation
Should be: (1) scientific (2) systematic (3) unbiased
Is: (1) Collecting data (2) classification (3) analyze (4) interpret (5) reporting
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16
17
List of countries by research and development
spending. Above 2% (2010)
Expenditures on R&D
(billions $)
% of GDP
1.Israel
9,4
4,20%
2. South Korea
55,8
3,74%
3. Japan
160,3
3,67%
4. Sweden
11,9
3,30%
5. Finland
6,3
3,10%
405,3
2,70%
7. Austria
8,3
2,50%
8. Denmark
5,1
2,40%
9. Iceland
0,3
2,30%
10.Switzerland
7,5
2,30%
11.Taiwan
19,0
2,30%
12. Germany
69,5
2,30%
13. Singapore
6,3
2,20%
Country/Region
6. United States
18
List of countries by research and development
spending. Above 1% Less 2% (2010)
Country/Region
14. China
15. France
16. Canada
17. Belgium
18. Australia
19. United Kingdom
20. Luxembourg
21. Norway
22. Netherlands
23. Slovenia
24. Ireland
25. Czech Republic
26. Spain
27. New Zealand
28. Portugal
29. Estonia
30. Italy
31. Russia
Expenditures on R&D
(billions $)
296,8
42,2
24,3
6,9
15,9
38,4
0,67
4,2
10,8
0,8
2,6
3,8
17,2
1,4
2,8
0,36
19,0
23,8n1
% of GDP
1,97%
1,90%
1,80%
1,70%
1,70%
1,70%
1,62%
1,60%
1,60%
1,40%
1,40%
1,40%
1,30%
1,20%
1,20%
1,11%
1,10%
1,00%
19
The ranking of Turkey by research and development
spending. Less 1% (2010)
Expenditures on R&D
(billions $)
% of GDP
32. Belarus
1,02
0,96%
33. Hungary
1,7
0,90%
34. Poland
6,9
0,90%
35. Brazil
19,4
0,90%
36. India
36,1
0,90%
37. Tunisia
0,66
0,86%
38. Ukraine
2,75
0,85%
39. Lithuania
0,47
0,82%
40. Croatia
0,7
0,81%
41. South Africa
3,7
0,70%
42. Turkey
6,9
0,70%
Country/Region
20
Why has been Turkey Taken 42. Place?
1. Turkish companies take patents from developed
countries.
2. Turkish firmes avoid the high cost of R&D
3. Lack of consciousness(bilinç)in Turkish firms
4. Lack of public support
21
Nu of R&D Personnel Per 10.000
Employees in Turkey 2010
22
R&D Domestic Expenditures in
Turkey 2000-2010
23
The distribution of R&D Expenditures Among
the sectors in Turkey 2010
Public
Industrial Sector
higher
education
24
Invention
Product Development
Imitation
Creation of products with new or different characteristics that offer new
or additional benefits to the customer. Product development may involve
modification of an existing product or its presentation, or formulation of
an entirely new product that satisfies a newly defined customer want or
market niche.
In business and engineering, new product development (NPD) is the
complete process of bringing a new product to market (invantion). A
product is a set of benefits offered for exchange and can be tangible
(that is, something physical you can touch) or intangible (like a service,
experience, or belief).
There are two parallel paths involved in the NPD process: (1) involves
the idea generation, product design and detail engineering; (2) involves
market research and marketing analysis. Companies typically see new
product development as the first stage in generating and
commercializing new product within the overall strategic process of
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product life cycle management used to maintain or grow their market
share.
R&D is engineering oriented,
product development is
marketing oriented
26
Applied and Basic
Research
27
Applied
research
is
conducted to address a specific
decision (problem or opportunity)
for
a
specific
firm
or
organization. For example, is it
profitable for Eti to enter fruit
juice sector?
Or How much billboard ads do
effect the sales of Istikbal
products?
28
Basic research
is conducted without a
specific decision in mind, and it usually does not
address the needs of a specific organization.
It attempts to expand the limits of knowledge in
general, and as such it is not aimed at solving a
particular pragmatic(uygulayıcı, öğretici) problem.
Basic research can be used to test the validity of
a general theory or to learn more about a
particular phenomenon.
For instance, a great deal of basic research
addresses employee motivation. How can
managers best encourage workers to dedicate
themselves toward the organization’s goals?
From such research, we can learn the factors that
are most important to workers and how to create
an environment where employees are most highly
motivated. Or does relation marketing concept
has same effect in undeveloped countries also?
These two basic researches do not examine the
problem
from
any
single
organization’s
perspective.
29
What is The Scientific
Method?
All research, whether basic or applied, involves the
scientific method. The scientific method is the
way researchers go about using knowledge and
evidence to reach objective conclusions about the
real world.
The scientific method is the same in social
sciences, such as business, as in physical
sciences, such as physics. In this case, it is the
way we come to understand business phenomena.30
Prior
Knowledge
Theory
Observation
Hypothesis
Sources and
Procedures
of Scientific
Methods
Hypothesis
Test
Conclusion
31
Observations
Form the basis by which we
recognize or note facts. They
are our perceptions of reality.
They are experiential(tecrübi)in
nature.
Facts
Are
those
things
or
phenomena that we believe
are true. Facts are generally
consensual(gayri ihtiyari) in nature, in
that
others
who
have
observed
the
same
phenomena agree to their
existence.
32
Concepts
Are the basic building blocks of scientific
investigation. They are creations of the human
mind that are used in the classification and
communication of the essence
of some set of
observations. Concepts are abstract ideas
generalized from particular facts. Without concepts,
there can be no theory.
(cevher,öz)
Models
Are any highly formalized representation of a
theoretical network, usually designed through the
use of symbols.
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34
Managerial Value of
Research
35
The decision-making process
associated with the development and implementation of a strategy involves four
interrelated stages:
1. Identifying problems or opportunities
2. Diagnosing(teşhis)and assessing problems or opportunities
3. Selecting and implementing a course of action
4. Evaluating the course of action
36
1. Identifying problems or opportunities
research can help managers plan strategies by determining the nature
of situations or by identifying the existence of problems or opportunities present
in the organization. research may be used as a scanning activity to provide
information about what is occurring within an organization or in its environment.
The mere(sırf, yalnız) description of some social or economic activity may familiarize
managers with organizational and environmental occurrences and help them
understand a situation.
Without identifying the problem or describing the opportunity, the research can
not be start. The other steps depends upon identification.
37
2. Diagnosing (teşhis) and assessing problems or opportunities
Managers need to gain insight about the underlying factors causing the
situation. If there is a problem, they need to specify what happened and why. If
an opportunity exists, they may need to explore(keşfetmek), refine, and quantity the
opportunity. If multiple opportunities exist, research may be conducted to set
priorities.
Cause
Effect
38
3. Selecting and implementing a course (yön) of action
research is often conducted to obtain specific information that will aid in
evaluating the alternatives and in selecting the best course of action.
39
4. Evaluating the course of action
Managers may use evaluation research to provide feedback
for evaluation and control of strategies and tactics.
Evaluation Research is the formal, objective measurement and appraisal
(değer biçme) of the extent a given activity, project, or program has achieved its
objectives. In addition to
organizations, nonprofit organizations and
governmental agencies frequently conduct evaluation research. Every year
thousands of federal evaluation studies are undertaken to systematically
assess the effects of public programs.
Performance-monitoring research is a specific type of evaluation research
that regularly, perhaps routinely, provides feedback for the evaluation and
control of recurring(tekrarlanan) activity. For example, most firms continuously
monitor wholesale and retail activity to ensure early detection (tespit) of sales
declines and other anomalies (aykırılık). THY constantly and frequently
evaluates it’s staff performance by using survey methods.
40
When Is Research
Needed?
41
Not every decision requires research.
confronting(karşılaşmak) a key decision,
Thus,
when
a manager must initially decide whether or not to conduct
business research. The determination of the need for
research centers on
(1)time constraints(kısıtlar),
(2) the availability of data,
(3) the nature of the decision to be made, and
(4) the value of the research information in relation to costs.
42
(1)Time constraints
,
(kısıtlar)
Systematic research takes time. In many
instances, management believes that a decision
must be made immediately, allowing no time for
research. Decisions sometimes are made without
adequate
information
or
thorough
understanding of the situation.
(şamil)
Although making decisions without researching a
situation is not ideal, sometimes the urgency of a
situation blocks the use of research
43
(2) Availability of data,
Often managers already possess enough data, or
information, to make sound decisions without additional
research. When they lack adequate information,
however, research must be considered. This means
that data need to be collected from an appropriate
source. If a potential source of data exists, managers
will want to know how much it will cost to get the data.
44
(3) Nature of the decision
to be made
A routine tactical decision that does not require a
substantial investment may not seem to warrant(garanti etmek) a
substantial expenditure for research. For example, a
computer company must update its operator’s
instruction manual when it makes minor product
modifications.
The research cost of determining the proper wording(üslup)
to use in the updated manual is likely to be too high for
45
such a minor decision.
4. Benefits Versus Costs
Conducting research to obtain these benefits requires an
expenditure of money. In any decision-making situation,
managers must identify alternative courses of action and
then weigh the value of each alternative against its cost.
research can be thought of as an investment alternative.
When deciding whether to make a decision without
research or to postpone the decision in order to conduct
research.
46
When NOT TO conduct BR?
- when there is poor market timing
- when the information already exists
- when the decision has already been made
- when the research is unethical
- when the research results would not be used (e.g., “I
know better” managers)
- when there is a lack of resources
–to do it right
–to implement resulting decisions
- when managers cannot agree on what they need to know
- when the costs of the research are greater than its
benefits
47
International Research in the TwentyFirst Century
48
Communication Technologies
Virtually(neredeyse)everyone
is
“connected”
today.
Increasingly, many people are “connected” nearly all the
time. Within the lifetime of the typical undergraduate
college senior, the way information is exchanged, stored,
and gathered has been revolutionized completely. Today,
the amount of information formally contained in an entire
library can rest easily in a single personal computer
49
Our mobile phones and handheld data devices can be
used not only to converse, but also as a means of
communication that can even involve research data.
In many cases, technology also has made it possible to
store or collect data for lower costs than in the past.
Electronic communications are usually less costly than
regular mail—and certainly less costly than a face-toface interview—and cost about the same amount no
matter how far away a respondent is from a researcher.
Thus, the expressions “time is collapsing” and “distance
is disappearing” capture the tremendous revolution in
the speed and reach of our communication technologies.
50
Global Research
Like all
activities,
research has become
increasingly global as more and more; firms
operate with few, if any, geographic boundaries.
Some companies have extensive international
research operations.
Upjohn conducts research in 160 different
countries. A.C. Nielsen International, known for
its television ratings, is the world’s largest
research company. Two-thirds of its business
comes from outside the United States.
51
Classification of marketing research
52
Problem identification research
is undertaken to help identify problems that are
exist in the future. Examples of problem
identification research include market potential,
market share, brand or company image, market
characteristics, sales analysis, short-range
forecasting, long-range forecasting and trends
research.
Research of this type provides information about
the marketing environment and helps diagnose
a problem.
(teşhis)
53
For example, a declining market potential
indicates that the firm is likely to have a
problem achieving its growth targets.
Similarly, a problem exists if the market
potential is increasing but the firm is losing
market share.
The recognition of economic, social or
cultural trends, such as changes in consumer
behaviour, may point to underlying problems
or opportunities.
54
problem-solving research
may be undertaken to help develop a solution. The
findings of problem-solving research are used to
support decisions that handle specific marketing
problems.
Problem-solving research is illustrated by the
following example of revamping
the image of
any brand.
(yeniden canlandırmak)
55
Examples of Problem-Solving Researches
56
research suppliers and services
57
58
Internal supplier
is a marketing research department or function located within
a firm. Many firms, particularly large ones, maintain in-house
marketing research departments. A marketing research
department’s place in an organisation structure may vary
quite considerably.
At one extreme, the research function may be centralised
and located at the corporate headquarters, allowing the
development of a range of skills and expertise to be built up
in a team.
59
At the other extreme is a decentralised
structure in which the marketing research
function is organised along divisional lines,
allowing specific and focused expertise to be
developed but without the breadth of
experience that may lie in a centralised
team.
In a decentralised scheme, the company
may be organised into divisions by products,
customers or geographical regions, with
marketing research personnel assigned to
60
the various divisions.
61
External suppliers are outside firms
hired to supply marketing research data.
These external suppliers collectively
comprise the
marketing
research
industry. These suppliers range from
small (one or a few persons) operations
to very large global corporations.
(kapsamak)
62
63
64
Full-service suppliers
offer the entire range of marketing research
services, for example defining a problem,
developing a research design, conducting focus
group
interviews,
designing
questionnaires,
sampling, collecting, analyzing and interpreting data,
and presenting reports.
65
They may also address the marketing
implications of the information they present.
The services provided by these suppliers can
be further broken down into syndicated
services,
standardized
services
and
customized services
66
67
Full-service suppliers
Syndicated services collect information that they provide to subscribers.
Surveys, diary panels, scanners and audits are the main means by which these
data are collected.
Standardised services are research studies conducted for different clients but
in a standard way. For example, procedures for measuring advertising
effectiveness have been standardised so that the results can be compared
across studies and evaluative norms can be established.
Customised services offer a variety of marketing research services
specifically designed to suit a client’s particular needs. Each marketing
research project is treated uniquely.
Internet services offer a combination or variety of secondary data and
intelligence gathering, survey or qualitative interviewing, and the analysis and
publication of research findings, all through the Internet.
68
69
Limited-service suppliers specialise in one
or a few phases of a marketing research
project. Services offered by such suppliers
are classified as field services, coding and
data entry, analytical services, data analysis,
and branded products.
70
Field services collect data through mail, personal interviews or telephone
interviews, and firms that specialise in interviewing are called field service
organisations. These organisations may range from small proprietary organisations
that operate locally to large multinationals.
Coding and data entry services include editing completed questionnaires,
developing a coding scheme, and transcribing the data on to diskettes or magnetic
tapes for input into a computer.
Analytical services include designing and pretesting questionnaires, determining
the best means of collecting data, and designing sampling plans, as well as other
aspects of the research design.
Data analysis services are offered by firms, that specialise in computer analysis
of quantitative data such as those obtained in large surveys. Initially, most data
analysis firms supplied only tabulations and cross-tabulations. Now, many firms
offer sophisticated data analysis using advanced statistical techniques.
Branded marketing research products and services are specialised data
collection and analysis procedures developed to address specific types of
marketing research problems. These procedures may be patented, given brand
names, and marketed like any other branded product. Microscope by Retail
Marketing (In-Store) Services is an example of a branded product.
71
Factors Influencing Company
Marketing Marketing Strategy
intermediaries
Demographic/
economic
environment
Technical/
physical
environment
Product
Suppliers
Place
Customer Price
Relationships
Publics
Promotion
Political/
legal
environment
Social/
cultural
environment
Competitors
72
Marketing Mix Research
Product
Research
Price Research
Distribution
Research
Promotion
Research
73
Product
Research
Product research takes many forms and includes studies
designed to evaluate and develop new products and to learn
how to adapt existing product lines. Concept testing exposes
potential customers to a new product idea to judge the
acceptance and feasibility of the concept.
Brand-name evaluation studies investigate whether a name is
appropriate for a product.
Package testing assesses size, color, shape, ease of use,
and other attributes of a package.
74
Price Research
Many test markets address the question of how consumers will respond
to a product offering two different prices. Pricing involves finding the
amount of monetary sacrifice that best represents the value customers
perceive in a product after considering various market constraints
(kısıtlamalar).
Pricing research also investigates the way people respond to pricing
tactics. How do consumers respond to price reductions in one form or
another? How much are people willing to pay for some critical product
attribute (nitelik)? Do consumers view prices and/ or quantity discounts
as fair in a given category? Do price gaps among national brands,
regional brands, and private labels exist?
75
Distribution Research
Distribution research is symbolized by studies aimed at selecting retail sites
or warehouse locations. A survey of retailers or wholesalers may be
conducted because the actions of one channel member can greatly affect
the performance of other channel members. Distribution research often is
needed to gain knowledge about retailers’ and wholesalers’ operations and
to learn their reactions to a manufacturer’s marketing policies.
It may also be used to examine the effect of just-in-time ordering systems or
exclusive distribution on product quality. Research focused on developing
and improving the efficiency of marketing channels is extremely important.
76
Promotion
Research
Promotion research investigates the effectiveness of advertising,
premiums, coupons, sampling, discounts, public relations, and other sales
promotions. However, among all of these, firms spend more time, money,
and effort on advertising research.
Media research helps to make decisions about whether television,
newspapers, magazines, or other media alternatives are best suited to
convey the intended message. Choices among media alternatives may be
based on research that shows the proportion of consumers in each market
segment that a particular advertising vehicle can reach
77
International Research Process
78
1. Determining research type
2. Defining problem/opportunity
First Step
Preparing stage
3. Past of the subject
4. Questioning the research
5. Planning of research proposal
Second Step Designing
the study
6. Choosing research method
7. Selecting sampling method
8. Collecting data
9. Classifying data
10. Analyzing data
Implementing
Third Step the study
11. findings interpretation
12. preparing report
13. Implementing the suggestions
14. monitoring the results
79
First Step
A. Exploratory Research
Preparing stage
1. Determining research type
B. Descriptive Research
C. Causality Research
80
A. Exploratory Research
♦ Conducted for a problem that has not been clearly defined.
♦ It should draw definitive conclusions only with extreme caution.
♦ Perceived problem does not actually exist. Exploratory research often
relies on secondary research such as reviewing available literature and/or
data, or qualitative approaches such as informal discussions with
consumers, employees, management or competitors, and more formal
approaches through in-depth interviews, focus groups, projective
methods, case studies or pilot studies.
♦ The Internet allows for research methods that are more interactive in
nature. For example, RSS feeds efficiently supply researchers with up-todate information; major search engine search results may be sent by
email to researchers by services such as Google Alerts.
♦ The results of exploratory research are not usually useful for decisionmaking by themselves, but they can provide significant insight into a given
situation.
♦ Exploratory research is not typically generalizable to the population at
large.
81
B. Descriptive Research
Descriptive research, is used to describe characteristics
of a population or phenomenon being studied. It does not
answer questions about how/when/why the characteristics
occurred.
Rather it addresses the "what" question (What are the
characteristics of the population or situation being
studied?) The characteristics used to describe the situation
or population are usually some kind of categorical scheme
also known as descriptive categories. Descriptive research
generally precedes (öncesinde gelmek) explanatory research.
82
C. Causality Research
Causality (also referred to as causation) is the relation
between an event (the cause) and a second event (the
effect), where the second event is understood as a
consequence of the first.
In common usage, causality is also the relation between
a set of factors (causes) and a phenomenon (the effect).
Anything that affects an effect is a factor of that effect. A
direct factor is a factor that affects an effect directly, that
is, without any intervening factors. (Intervening(aracı)
factors are sometimes called "intermediate factors".)
83
Examples for Types of Research Designs
Uses
Exploratory
Research
Descriptive
Research
Causal
Research
•Formulate problems more precisely
•Establish priorities for research
•Eliminate impractical ideas
•Clarify concepts
•Develop Hypotheses
•Describe segment characteristics
•Estimate proportion of people
who behave in a certain way
•Make specific predictions
•Test hypotheses
•Provide evidence regarding causal
relationships by means of:
•Concomitant variation
•Time order in which variables occur
•Elimination other explanations
Types
•Literature search
•Experience survey
•Analysis of select cases
•Focus groups
•Interviews
•Projective tests
•Ethnographies
•Longitudinal study
•True panel
•Omnibus panel
•Sample Survey
•Laboratory experiment
•Field experiment
84
85
First Step
Preparing stage
2. Defining problem/opportunity
The logical starting point in wishing to support
the decision-maker is trying to understand what
problem or opportunity is being tackled
.
(ele alınan)
86
First Step
Preparing stage
3. Past of the subject
Means literature review. Who did,
accepted, proved or rejected what?
Searching past of the subject simplify the
methodology process. Literature review
can be conducted in a library or on
Internet.
87
First Step
Preparing stage
4. Questioning the research
Studies should bring a benefit to the company
and contribute to solve a problem or evaluate
an opportunity. At this stage, the research
must be carried out cost-benefit analysis. If
the research cost is more than the benefit
comes from the research, it is not necessary
to continue the research.
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Second Step
Designing the study
5. Planning research proposal
The purpose of any research should be written
down. There is no ideal and single format or
standard in social researches which includes all
the steps of a research. Marketing research plan
identifies and thoroughly explains all the steps
one by one. Apart from these two issues a plan
should include:
(1) Research cost and
(2) The time table
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(A) Problem Definition
1. background information
2. decision problem
3. evaluation of alternative research problems
4. research problem(s) to be addressed
5. review: information needed for decision
(B) Research Plan: Exploratory / Secondary Research
1. purpose
2. methods
3. results
(C) Research Plan: Descriptive Research
1. purpose
2. methods
3. sampling plan
4. data collection forms
5. data collection procedures
6. projected analyses (w/dummy tables for bivariate analyses)
7. expected results
8. limitations
(D) Timeframe
(E) Cost Estimates
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Second Step
Designing the study
Elementary Data
Collected by
us
6. Choosing research method
Secondary Data
Collected by
Somebody
else
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Second Step
Designing the study
7. Selecting sampling method
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Third Step
Implementing
the study
8. Collecting data
Data collection usually takes place early on in an improvement project,
and is often formalised through a data collection plan which often contains
the following activity:
1. Pre collection activity — agree on goals, target data, definitions,
methods
2. Collection — data collections
3. Present Findings — usually involves some form of sorting[2] analysis
and/or presentation.
Other main types of collection include census, sample survey, and
administrative by-product and each with their respective advantages and
disadvantages. A census refers to data collection about everyone or
everything in a group or statistical population and has advantages such
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as accuracy and detail, and disadvantages such as cost and time
Third Step
Implementing
the study
9. Classifying data
Data can be classify by using some statistical package
programs such as SPSS, SAS, MINITAB. EXCEL also can
be used for this purpose. Filtration or verification of data is
also a part of data classification. Any mistake in data
entering may cause a big analysis problem.
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Implementing
the study
Third Step
10. Analyzing data
Analysis of data is a process of inspecting, cleaning, transforming, and
modeling data with the goal of discovering useful information, suggesting
conclusions, and supporting decision making. Data analysis has multiple
facets and approaches, encompassing diverse techniques under a variety
of names, in different business, science, and social science domains.
Some statistical techniques use in analyzing
data:
-
Chi square
Regression
Correlation
Variance
Discriminant
Cluster
Conjoint
Multidimensional scaling
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Third Step
Implementing
the study
11. findings interpretation
Interpretation of the statistical results needs a special ability.
Usually the expert who conduct the statistical\ interprets the
findings. The interpretation also should be in harmony and
parallel with the goal of the research.
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Third Step
Implementing
the study
12. preparing report
The entire project should be documented in a written report that addresses the
specific research questions identified, describes the approach, research design,
data collection and data analysis procedures adopted, and presents the results
and major findings. Research findings should be presented in a comprehensible
format so that they can be readily used in the decision making process. In
addition, an oral presentation to management should be made using tables,
figures and graphs to enhance clarity and impact.
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Third Step
Implementing
the study
13. Implementing the suggestions
Actually the main process ends with the 12. phase.
Phase 13. and 14. are feedbacks. Sides who are related
to the research will start to implement the suggestions
which offered in the final report.
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Third Step
Implementing
the study
14. Monitoring the results
The executive managers should monitor the result of the
research periodically. Otherwise the result of the
research could be useless and needless.
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The limitations of
research
1 research does not make decisions. The role of marketing
research is not to make decisions. Rather, research
replaces impressions or a total lack of knowledge with
pertinent(münasip)information.
2 research does not guarantee success. Research, at best,
can improve the probability of making a correct decision.
Anyone who expects to eliminate the possibility of failure by
doing research is both unrealistic and likely to be
disappointed. The real value of research can be seen over a
long period where increasing the percentage of good
decisions should be manifested in improved bottom-line
performance and in the occasional revelation that arises
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from research.
Research in the Twenty-First Century
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Communication Technologies
Virtually (fiilen) everyone is “connected” today. Increasingly, many people are
“ connected ” nearly all the time. Within the lifetime of the typical
undergraduate college senior, the way information is exchanged, stored, and
gathered has been revolutionized completely. Today, the amount of
information formally contained in an entire library can rest easily in a single
personal computer.
Today, we can exchange information from nearly anywhere in the world to
nearly anywhere in the world almost instantly. Internet connections are now
wireless, so one doesn’t have to be tethered to a wall to access the World
Wide Web. Our mobile phones and handheld data devices can be used not
only to converse, but also as a means of communication that can even
involve research data.
In many cases, technology also has made it possible to store or collect data
for lower costs than in the past. Electronic communications are usually less
costly than regular mail—and certainly less costly than a face-to-face
interview—and cost about the same amount no matter how far away
a
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respondent is from a researcher.
Global Research
Like all activities, research has become increasingly global as more and
more firms operate with few, if any, geographic boundaries. Some
companies have extensive international research operations. Upjohn
conducts research in 160 different countries. ACNielsen International,
known for its television ratings, is the world’s largest research company.
Two-thirds of its business comes from outside the United States.12
Starbucks can now be found in nearly every developed country on the
earth
Companies that conduct business in foreign countries must understand
the nature of those particular markets and judge whether they require
customized business strategies. For example, although the fifteen nations
of the European Union share a single formal market, research shows that
Europeans do not share identical tastes for many consumer products.
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International Research &
Ethics
Conducting researches according to ethical cods,
which are cumulated over time and suggested by
marketing reserchers.
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Ethical Codes in Researches
1. Honesty
Strive(gayret etmek)for honesty in all scientific communications.
Honestly report data, results, methods and procedures,
and publication status. Do not fabricate, falsify(tahrif etmek), or
misrepresent data. Do not deceive(kandirmak)colleagues,
granting agencies, or the public.
* Adapted from Shamoo A and Resnik D. 2009. Responsible Conduct of Research, 2nd ed. (New York: Oxford University Press).
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Ethical Codes in Researches (Continue)
2. Objectivity
Strive to avoid bias in experimental design,
data analysis, data interpretation, personnel
decisions, expert testimony(Şahitlik), and other
aspects of research where objectivity is
expected or required. Avoid or minimize bias
or self-deception(kandırma). Disclose(ifşa etmek) personal
or financial interests that may affect research.
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Ethical Codes in Researches (Continue)
3. Integrity(dürüstlük)
Keep your promises and agreements; act with sincerity;
strive for consistency (tutarlılık) of thought and action.
4. Carefulness
Avoid careless errors and negligence; carefully and critically
examine your own work and the work of your peers (ekip).
Keep good records of research activities, such as data
collection, research design, and correspondence (yazışma) with
agencies or journals
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Ethical Codes in Researches (Continue)
5. Openness
Share data, results, ideas, tools, resources. Be open to
criticism and new ideas.
6. Respect for Intellectual Property (Fikri Mülkiyet)
Honor patents, copyrights, and other forms of intellectual
property. Do not use unpublished data, methods, or results
without permission. Give credit where credit is due. Give
proper acknowledgement or credit for all contributions to
research. Never plagiarize (intihal yapmak)
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Ethical Codes in Researches (Continue)
7. Confidentiality (Gizlilik)
Protect confidential communications, such as papers or
grants submitted for publication, personnel records, trade or
military secrets, and patient records.
8. Responsible Publication
Publish in order to advance research and scholarship, not to
advance just your own career. Avoid wasteful and duplicative
publication.
9. Responsible Mentoring
Help to educate and advise students. Promote their
welfare (refah) and allow them to make their own decisions.
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Ethical Codes in Researches (Continue)
10. Respect for colleagues
Respect your colleagues and treat them fairly.
11. Social Responsibility
Strive to promote social good and prevent through research,
public education, and advocacy.
12. Non-Discrimination
Avoid discrimination against colleagues or students on the
basis of sex, race, ethnicity, or other factors that are not
related to their scientific competence and integrity.
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Ethical Codes in Researches (Continue)
13. Competence (Yeterlik)
Maintain and improve your own professional competence
and expertise through lifelong education and learning; take
steps to promote competence in science as a whole.
14. Legality
Know and obey relevant laws and institutional and
governmental policies.
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Ethical Codes in Researches (Continue)
15. Animal Care
Show proper respect and care for
animals when using them in
research.
Do
not
conduct
unnecessary or poorly designed
animal experiments.
16. Human Subjects Protection
When conducting research on human subjects, minimize
harms and risks and maximize benefits; respect human
dignity (haysiyet), privacy, and autonomy; and strive to distribute
the benefits of research fairly (dürüstçe).
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Reasons for Conducting Ethical
Researches
1. Unethical research is morally wrong: Unethical
research may not be illegal, but at least it is not the right
thing to do.
2. Unethical research can affect the image of the
firm and management.
3. Unethical research can lead to poor-quality data
and, ultimately to poor decision
4. New, potentially damaging ethical challenges are
being created because of the explosive growth of
technological capabilities in the research arena.
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You can go out
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