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Marketing Research
Aaker, Kumar, Day and Leone
Tenth Edition
Instructor’s Presentation Slides
2
Chapter Four
Research Design and Implementation
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Marketing Research 10th Edition
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Research Design and Implementation
▫ Research design is
the detailed
blueprint to guide
the implementation
of a research study
toward the
realization of its
objectives
Preliminary
Planning Stage
Research
Design
Implementation
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Types of Research
Exploratory
Research
Descriptive
Research
Causal
Research
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• Used when seeking insights into the general
nature of a problem, the possible decision
alternatives, and the relevant variables that
need to be considered
• Provides an accurate snapshot of some aspect
of the market environment
• Used when it is necessary to show that one
variable causes or determines the values of
other variables
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Detective Funnel
Many research studies use combination of all three research
techniques:
▫ Exploratory techniques - generate all possible reasons for a
problem
▫ Descriptive and Causal approaches - narrow the possible causes
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Relationship between Data Collection Method and
Category of Research
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Research Tactics and Implementation
• Once the research approach
has been chosen, develop the
following:
▫ Specifics of measurements
▫ Plan for choosing the sample
▫ Methods for analyses
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Errors in Research Design
Two Types of Errors
Sampling Error
• Difference between a measure
obtained from a sample of
population and the true
measure that can be obtained
only from the entire population
Non-sampling
Error
• All other errors associated with
a research project
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Errors in Research Design (cont.)
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Budgeting the Research Project
Two approaches to
budgeting
Estimate the dollar costs
associated with each
research activity
Used for unusual or expensive
projects
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Determine the activities to be
performed in hours and apply
standard cost estimates to these
hours
Used for routine projects or
when researcher has
knowledge of research activity
costs
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Scheduling the Research Project
Scheduling the research project
requires identifying the personnel
responsible for each task within a
given time period.
Program
evaluation
& review
techniques
(PERT)
Critical
path
method
(CPM)
Scheduling
techniques
Graphical
evaluation
& review
techniques
(GERT)
GANTT
charts
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Research Proposal
Describes a plan for conducting and controlling a research
project
Basis for a written contract between manager and
researcher
Provides a vehicle for reviewing important decisions
Used to choose among competing suppliers and to
influence the decision to fund the proposed study
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Basic Contents of a Research Proposal
Executive Summary
Research purpose and
objective
Research design
Time and Cost Estimates
Appendices
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Designing International Marketing Research
Greater attention to issues such as:
 Understanding the nature and
type of information sought
 Defining the relevant unit of
analysis
 Formulating problems, variable
specifications and categories
 Identifying and selecting
sources of information
 Availability and comparability
of data
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 Achieving equivalence of samples
and measures across countries
and cultures
 Identifying the degree of
centralization of the research
 Coordinating research across
countries
 Finding errors in the research
design
 Learning the cost of conducting
research in multiple countries
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Issues in International Research Design
• Determining information requirements
• Determining the unit of analysis
• Achieving the equivalence of construct,
measurement, sample and analysis
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Determining Information Requirements
• Consider level and type of decision for which research is conducted
• Two types of decisions:
Global Strategic
Decision
Tactical Decisions
Mostly made at corporate headquarters
Concerned with micro-level
implementation issues
Information required is governed by
overall company objectives
Information obtained from primary data
Implies long term survival of company
Concerned with marketing mix strategy
for country/product markets
Deal with macro environment
Made at functional or subsidiary level
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Unit of Analysis
Researcher must decide at what level the analysis is done:
▫ Global level
 All countries taken simultaneously
▫ Regional level
 Groups of countries considered homogeneous for macro
environmental factors
▫ Country level
 Each country taken as separate unit
▫ Similar segments across countries
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Construct, Measurement, Sample, and
Analysis Equivalence
Construct Equivalence
• Deals with how both the researcher and the subjects see, understand, and
code a particular phenomenon
• "Are we studying the same phenomenon in countries X and Y?”
Measurement Equivalence
• Deals with the methods and procedures used by the researcher to collect and
categorize essential data and information
• Are the phenomenon in countries X and Y measured the same way?”
Sampling Equivalence
• "Are the samples used in countries X and Y equivalent?"
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Key Pitfalls in Conducting an International Research
• Selecting a domestic research company to do your
international research
• Rigidly standardizing methodologies across
countries
• Interviewing in English around the world
• Setting inappropriate sampling requirements
• Lack of systematic international communication
procedures
• Misinterpreting multi-country data across countries
• Not understanding international differences in
conducting qualitative research
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Marketing Research 10th Edition