Download Design the Research PHASE II

Chapter Two
The Marketing Research
Process
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
2-1
Learning Objectives
 Describe the major environmental
factors that directly influence
marketing research and explain their
impact on the research process
 Describe the principal marketing
research steps involved in the
research process
 Explain the differences between data
and information
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
2-2
Learning Objectives
 Identify the most critical marketing
research step in the research process
and explain why it is so important
 Distinguish among exploratory,
descriptive and causal research
designs
 Identify and explain the major
components of a solid research
proposal
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
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Learning Objectives
 Discuss how prices for marketing
projects are determined
 Identify and explain the
characteristics used to evaluate a
supplier of marketing research
 Discuss ethics in the marketing
research industry
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
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The Need for Marketing
Research
 A decision problem:
 A situation in which a manager has to decide
which course of action to take so as to help
accomplish a specific objective
 Refers to an independent variable that needs
managerial attention
 A marketing mix element, environmental condition
or situational factor
 A weakness or threat
 A strength or opportunity
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
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The Need for Marketing
Research
 Recognition of the decision problem:
 This is the primary responsibility of the
decision maker, because:
 They are more involved in the business and have
more insight
 They have a greater stake in the business outcome
 May be in the form of a symptom of the true
problem
 Should be followed by determination of the
need for marketing research
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
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Transforming Data into
Information
 To provide decision makers with
useable information
Data is analysed
Data structures
interpreted
Information
The set of facts
derived from
data structures
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Interpretations
turned into
narrative
expressions
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An Overview of the Marketing
Research Process
 The process is divided into 4 distinct,
interrelated processes
 Exhibit 2.1 The four phases of the
marketing research process
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
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Exhibit 2.2 Phases and marketing research
steps in the marketing research process
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
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Phase I: Establish the Research
Parameters
PHASE I:
Establish the
research parameters
Marketing Research Step
Step1:1:
Determine the problem
 Definition of the decision problem
 Determine if problem is a symptom or a true problem, then
precisely specify the decision problem
 Specification of the research question
 The most critical step in the marketing research process
 Reformulate in scientific terms and restate the initial
variables (how, what, where, when or why)
 Definition of the research objective
 Provide the guidelines for determining which other
marketing research steps must be undertaken
 Evaluate the information benefits
 Assess the expected benefits to be derived
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
2-10
Phase I: Establish the Research
Parameters
PHASE I:
Establish the
research parameters
Marketing Research
Step 2:
Assess the data needs
 Determine the data needs
 Determine the data needed to execute the research
 Assess what types of information sources would be
most appropriate
 Determine whether the data can be collected
at all
 Evaluate data availability and quality
 Can the specific research question be addressed with
existing data?
 Does the question require new, firsthand data?
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
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Phase II: Design the Research
PHASE II:
Design the research
Marketing Research
Step 3:
Select the research design
 Consider the research objectives and specific
data requirements
 Exploratory research designs include:
 Focus group interviews, experience surveys and pilot
studies, to classify problems or opportunities
 Descriptive research designs include:
 Surveys such as image assessment and customer
satisfaction, to create data structures that describe the
existing characteristics of a defined target population
 Causal research designs include:
 Experimental designs, to model cause and effect
relationships between variables
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
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Phase II: Design the Research
PHASE II:
Design the research
Marketing Research
Step 4:
Determine the sampling plan
 Examine the population the data represents
(See Exhibit 2.4, page 38)
 If secondary data is relevant, no sampling is
necessary
 If primary data is sought, consideration must be
given to:
 The defined target population, a subset of the
population selected for investigation, using either:


A census—includes every element
A sample—a randomly selected sub-group of elements
 If a sample is used, then the researcher must consider:


Probability sampling—a known, non-zero chance of
selection
Non-probability sampling—no known sampling error
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
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Phase II: Design the Research
PHASE II:
Design the research
Marketing Research
Step 5:
Determine the measurement issues
 Determine the dimensions of the factors being
investigated and measure the variables
 The second most important step in the research
process
 Questions include:





What level of information is needed from a variable?
How valid does the information need to be?
How reliable does the information need to be?
How can the scales be made valid and reliable?
What dimensions underlie the factors being
investigated?
 Should single or multiple measures be used?
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
2-14
Phase II: Design the Research
PHASE II:
Design the research
Marketing Research
Step 6:
Design the data collection forms
 Determine whether to use questioning or
observation techniques (See Exhibit 2.5,
page 39)
 Questioning allows the researcher to collect a wider
array of data
 Pertains to current behaviour and state of mind
 Questionnaires are the preferred collection method
 Observation
 Pertains to observable or measurable actions
 Professional observers or mechanical devices are used
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
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Phase III: Execute the Research
PHASE III:
Execute the research
Marketing Research
Prepare the data
Step 7:
 Perform procedural activities that occur
before data analysis:
 Code the data
 Enter the data
 Inspect and cleanse the data
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
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Phase III: Execute the Research
PHASE III:
Execute the research
Marketing Research
Analyse the data
Step 8:
 Turn data into data structures
 Select the data analysis technique most suited to the
task
 Differing procedures allow the researcher to:
 Statistically test for significant differences and
relationships between variables
 Test hypothesised relationships
 Evaluate data quality
 Test cause–effect relationships
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
2-17
Phase IV: Communicate the
Research Results
PHASE IV:
Communicate the
research results
Marketing Research
Step 9:
Transform the analysis results into
information
 Create and communicate information
 Transform the results and findings into a narrative
interpretation
 A research report and presentation:


Integrates several pieces of the results into an
understandable report
The decision maker can then create an actionable plan to
address the initial decision problem
 The report might include:





Executive summary
Introduction
Problem definition and objectives
Methodology, results and findings
Limitations of the study
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
2-18
Development of a Marketing
Research Proposal
 The research proposal:
 A written contract between the
decision maker and the researcher
 Based on an understanding of the
research phases
 Components
 See Exhibit 2.6, page 42
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
2-19
Procedural Considerations
 Pricing the research project
 Objectivity
 Confidentiality
 Data accuracy
 Data validation
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
2-20
Assessing the Quality of the
Research Firm
 Technical competency
 Marketing knowledge
 Reliability of service
 Conformance to standards
 Researcher’s reputation
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
2-21
Ethics in Marketing Research
Practices
 Ethical dilemmas
 Unethical activities
 By the researcher
 Within the research design
 By the client
 By the respondent
 Code of ethics
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
2-22