1. The Marketing Research Process

2. Information
Reduces uncertainty
Helps focus decision making

3. “To guess is cheap, to guess wrongly is expensive”
-- Chinese Proverb

4. Types Of Applied Research
Exploratory
Descriptive
Causal

5. Uncertainty Influences The Type Of Research
CAUSAL OR
DESCRIPTIVE
COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY
EXPLORATORY

6. Degree of Problem Definition
Exploratory Research Descriptive Research Causal Research
(Unaware of Problem) (Aware of Problem) (Problem Clearly Defined)
“Our sales are declining and “What kind of people are buying “Will buyers purchase more of
we don’t know why.” our product? Who buys our our products in a new package?
competitor’s product?”
“Would people be interested “Which of two advertising
in our new product idea?” “What features do buyers prefer campaigns is more effective?”
in our product?”
possible situation

7. Exploratory Research
Initial research conducted to clarify and define the nature of a problem
Does not provide conclusive evidence
Subsequent research expected

8. Descriptive Research
Describes characteristics of a population or phenomenon
Some understanding of the nature of the problem

9. Descriptive Research Example
Weight Watchers average customer
Woman about 40 years old
Household income of about $50,000
At least some college education
Trying to juggle children and a job

10. Descriptive Research Example
Men’s fragrance market
1/3 size of women’s fragrance market
But growing at a faster pace
Women buy 80 % of men’s fragrances

11. Causal Research
Conducted to identify cause and effect relationships

12. Exploratory Research Techniques
Secondary data (historical data)
Experience Surveys - Hoops for Hunger
Case Analysis
Focus Groups

13. Descriptive Research
Questionnaires
Brand-switching questionnaires

14. Causal
Experiments
Test Marketing

15. Identifying Causality
A causal relationship is impossible to prove.
Evidence of causality:
1. The appropriate causal order of events
2. Concomitant variation--two phenomena vary together
3. An absence of alternative plausible explanations

16. What is the difference between?
Research Frequency
What is the difference between?
Cross-Sectional Study
Longitudinal Study

17. Stages of the Research Process
Define the decision problem or opportunity
Specify the research objectives
Develop a research design
Prepare for data collection
Collect Data
Analyze Data
Write an present research report

18. Research Stages Cyclical process - conclusions generate new ideas
Stages can overlap chronologically
Stages are functionally interrelated
Forward linkages
Backward linkages

19. Problem Discovery And Definition
First step
Problem, opportunity, or monitor operations
Discovery before definition
Problem means management problem

20. “The formulation of the problem is often more essential than its solution”
Albert Einstein

21. STAGE 1: Defining the Problem Results in Clear Cut Research Objectives
Symptom Detection
Exploratory Research
(Optional)
Analysis of the Situation
Problem Definition
Statement of Research Objectives

22. The Process of Problem Definition
Understand
the
background
of the
problem.
Ascertain
the
decision
maker’s
objectives.
Isolate and
identify the
problems,
not the
symptoms.
Determine
the unit
of analysis
Determine
the
relevant
variables
State the
research
questions
and
objectives.

23. Research Objective
Precise
Detailed
Clear
Operational

24. Research Objective Example
Problem
Unsure of how to get people to come to the event.
Research Objective
What are the perceptions of Plover/SP/MR/WR/AD area Business/Family/Students about the HFH event on November 14, 2007?
Is this objective precise, detailed, clear and operational?

25. The Iceberg Principle Problem Definition Obvious Symptoms
Marketing Management Problems

26. Problem Definition
Organization Symptoms Based on Symptom True Problem
Twenty-year-old neighborhood swimming association in a major city.
Membership has been declining for years. New water park with wave pool and water slides moved into town a few years ago.
Neighborhood residents prefer the expensive water park and have negative image of swimming pool.
Demographic changes: Children in this 20-year-old neighborhood have grown up. Older residents no longer swim anywhere.

27. Hypothesis An unproven proposition A possible solution to a problem
Guess

28. State the research questions and research objectives Read Harley Case – page 53

29. BEER Beer is important to our economic stability
Beer Information – Wisconsin
Beer has been around for thousands of years

30. Why do Brewers Advertise?

31. What is our Research Objective?

32. What questions should we ask?

33. Assignment Beer Survey Results – Case Study 2-3
Each student responsible for 5 completed surveys
Due at class time – no late
Case Study 2-3
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