Problem Definition, Exploratory Research, and the Research Process Chapter Two

Chapter Two Objectives Understand the problem definition process Learn the steps involved in the marketing research process Understand the components of the research request Become familiar with the three basic research methods Learn how the marketing research process is initiated Chapter Two

The Problem Definition Process Recognize the problem or opportunity Find out why the information is sought Understand the decision-making environment Use the symptoms to help clarify the problem Translate mgt. problem to marketing research problem Determine whether the information already exists Determine whether the question can be answered State the research objectives Can the problem become an opportunity? Any suspect motives? Examine cultural & bureaucracy issues Determine cause & effect relationships Mgt. support is key Have you researched other research? Are the objectives doable / realistic? Include timetable and responsible party Chapter Two

The Decision-Making Environment Chapter Two 1. Situation Analysis 2. Exploratory Research Experience Surveys Analysis Secondary Data Analysis Case Analysis Focus Groups Intranets

The Decision-Making Environment Chapter Two 1.Use Symptoms to Clarify the Problem 2.Translate the Management Problem into a Marketing Research Problem 3.Determine if the Information Already Exists Avoid the “Nice-to-Know Syndrome” 4.Determine Whether Questions Can Be Answered

State the Research Objectives Chapter Two 1.Research Objectives as Hypotheses 2. Clarity of Research Objectives 3.Research Objectives Are End Results

The Marketing Research Process Chapter Two

Creating the Research Design Chapter Two Descriptive Studies: Answer the what, where, when and how To gain better understanding of the market Determine trends, brand loyalty, customer profiles Methods: Surveys Secondary Data Statistical Data Analysis

Creating the Research Design Chapter Two Causal Research Confirms theories Identifies cause and effect Shows clear relationships between independent and dependent variables Methods: Experiments Test Markets

Dependent Variable Concept expected to be explained or influenced by the independent variable Change in the dependent variable occurs by manipulating independent variables Independent Variable: Concept over which the researcher has control and which is hypothesized to cause or influence the dependent variable Creating the Research Design Chapter Two Concomitant Variation Temporal Sequence Spurious Association

Choosing the Research Method Survey Research: Interviewer interacts with respondents to obtain facts, opinions, and attitudes Observation Research: Descriptive research that monitors respondents’ actions Experiments: Measures causality, in which the researcher changes one or more variables and observes the effect of the changes on another variable Other Qualitative Research: Focus groups, interviews, secondary research data analysis, and case studies Chapter Two

Selecting a Sampling Procedure Probability Sampling: Sample a subset of the population Assumed to be a representative cross-section Every element in the population has a known chance of being selected Non-probability Sampling: A subset of the population Chances of selection for the various elements in the population are unknown Usually based on convenience Chapter Two

Complete the Process… Collect the Data Analyze the Data Write and Present Report Follow Up with Client Chapter Two

Managing the Research Process The Research Request Describes potential research project Includes estimated costs Chapter Two Request for Proposal Soliciting suppliers to submit formal proposal Includes bid for contract

The Marketing Research Proposal I.Title Page II.Statement of Research Objectives III.Study Design IV.Areas of Questioning V.Data Analysis VI.Personnel Involved VII.Specifications and Assumptions VIII.Services IX.Cost X.Timing/Timeline Chapter Two

Clients want a marketing research supplier who: 1.Maintains client confidentiality 2.Is honest 3.Is Punctual 4.Is flexible 5.Delivers against project specifications 6.Provides high-quality output 7.Is responsive to the client’s needs 8.Has high quality-control standards 9.Is customer-oriented in client interactions 10.Keeps the client informed throughout the project Clients want a marketing research supplier who: 1.Maintains client confidentiality 2.Is honest 3.Is Punctual 4.Is flexible 5.Delivers against project specifications 6.Provides high-quality output 7.Is responsive to the client’s needs 8.Has high quality-control standards 9.Is customer-oriented in client interactions 10.Keeps the client informed throughout the project What Do Clients Want? Chapter Two