Marketing Research Aaker, Kumar, Day and Leone Tenth Edition Instructor’s Presentation Slides

Chapter Four Research Design and Implementation 2 Marketing Research 10th Edition

Research Design and Implementation 3 Marketing Research 10th Edition ▫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

Types of Research Used when seeking insights into the general nature of a problem, the possible decision alternatives, and the relevant variables that need to be considered Exploratory Research Provides an accurate snapshot of some aspect of the market environment Descriptive Research Used when it is necessary to show that one variable causes or determines the values of other variables Causal Research 4 Marketing Research 10th Edition

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 5 Marketing Research 10th Edition

Relationship between Data Collection Method and Category of Research 6 Marketing Research 10th Edition

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 7 Marketing Research 10th Edition

Errors in Research Design Two Types of Errors 8 Marketing Research 10th Edition Difference between a measure obtained from a sample of population and the true measure that can be obtained only from the entire population Sampling Error All other errors associated with a research project Non-sampling Error

Errors in Research Design (cont.) 9 Marketing Research 10th Edition

Budgeting the Research Project Two approaches to budgeting Estimate the dollar costs associated with each research activity Used for unusual or expensive projects 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 10 Marketing Research 10th Edition

Scheduling the Research Project Scheduling the research project requires identifying the personnel responsible for each task within a given time period. 11 Marketing Research 10th Edition Scheduling techniques Critical path method (CPM) Graphical evaluation & review techniques (GERT) GANTT charts Program evaluation & review techniques (PERT)

Research Proposal 12 Marketing Research 10th Edition 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

Basic Contents of a Research Proposal 13 Marketing Research 10th Edition Executive Summary Research purpose and objective Research designTime and Cost EstimatesAppendices

Designing International Marketing Research  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 14 Marketing Research 10th Edition  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 Greater attention to issues such as:

Issues in International Research Design Determining information requirements Determining the unit of analysis Achieving the equivalence of construct, measurement, sample and analysis 15 Marketing Research 10th Edition

Determining Information Requirements Consider level and type of decision for which research is conducted Two types of decisions: 16 Marketing Research 10th Edition Global Strategic Decision Mostly made at corporate headquarters Information required is governed by overall company objectives Implies long term survival of companyDeal with macro environment Tactical Decisions Concerned with micro-level implementation issues Information obtained from primary data Concerned with marketing mix strategy for country/product markets Made at functional or subsidiary level

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 17 Marketing Research 10th Edition

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?" 18 Marketing Research 10th Edition

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 19 Marketing Research 10th Edition