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Marketing Research Aaker, Kumar, Day and Leone Tenth Edition Instructor’s Presentation Slides 2 Chapter Four Research Design and Implementation http://www.drvkumar.com/mr10/ Marketing Research 10th Edition 3 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 http://www.drvkumar.com/mr10/ Marketing Research 10th Edition 4 Types of Research Exploratory Research Descriptive Research Causal Research http://www.drvkumar.com/mr10/ • 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 Marketing Research 10th Edition 5 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 http://www.drvkumar.com/mr10/ Marketing Research 10th Edition 6 Relationship between Data Collection Method and Category of Research http://www.drvkumar.com/mr10/ Marketing Research 10th Edition 7 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 http://www.drvkumar.com/mr10/ Marketing Research 10th Edition 8 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 http://www.drvkumar.com/mr10/ Marketing Research 10th Edition 9 Errors in Research Design (cont.) http://www.drvkumar.com/mr10/ Marketing Research 10th Edition 10 Budgeting the Research Project Two approaches to budgeting Estimate the dollar costs associated with each research activity Used for unusual or expensive projects http://www.drvkumar.com/mr10/ 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 Marketing Research 10th Edition 11 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 http://www.drvkumar.com/mr10/ Marketing Research 10th Edition 12 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 http://www.drvkumar.com/mr10/ Marketing Research 10th Edition 13 Basic Contents of a Research Proposal Executive Summary Research purpose and objective Research design Time and Cost Estimates Appendices http://www.drvkumar.com/mr10/ Marketing Research 10th Edition 14 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 http://www.drvkumar.com/mr10/ 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 Marketing Research 10th Edition 15 Issues in International Research Design • Determining information requirements • Determining the unit of analysis • Achieving the equivalence of construct, measurement, sample and analysis http://www.drvkumar.com/mr10/ Marketing Research 10th Edition 16 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 http://www.drvkumar.com/mr10/ Marketing Research 10th Edition 17 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 http://www.drvkumar.com/mr10/ Marketing Research 10th Edition 18 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?" http://www.drvkumar.com/mr10/ Marketing Research 10th Edition 19 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 http://www.drvkumar.com/mr10/ Marketing Research 10th Edition