MARKET RESEARCH Marketing Management Session 4 September 22, 1999

SESSION OUTLINE Different types of data Secondary data Collection methods Sampling Questionnaire design Types of research plans

TYPES OF DATA

RESEARCH PLANS Exploratory research –identify issues –first stage of descriptive or causal research Descriptive research –describe phenomenon –representative sample Causal research –experimentation

EXPLORATORY RESEARCH Small, homogeneous samples Qualitative data Focus groups In-depth interviews

DESCRIPTIVE RESEARCH Representative sample Surveys: –personal interviews –telephone interviews –mail questionnaires Statistical analysis

CAUSAL RESEARCH Apply different treatments to more than one sample Measure difference of effects Field experiments Laboratory experiments

SAMPLING Define sample universe Choose sampling method: –random sampling –quotas –convenience Choose sampling procedure: –random numbers –every 5th person

QUESTIONNAIRE Content: –topics –order of questions –types of questions (open/closed) Labeling: –ambiguity –double-barreled questions –choice of answers

SAMPLE QUESTIONS

NEXT CLASS Buyer Behaviour –consumer behaviour (chap. 5) –industrial buyer behaviour (chap. 6) Model of buyer behaviour Types of behaviour Decision-making process The buying centre