1. Types of Marketing Research
Dr. Michael R. Hyman, NMSU

2. Marketing Research Types
Basic research
Applied research

3. Basic Research Attempts to expand the limits of knowledge
Not directly involved in the solution to a pragmatic problem

4. Basic Research Methods
Surveys
Experiments
Secondary data
Observation

5. Basic Research Example
Do consumers experience cognitive dissonance in low-involvement situations?

6. Applied Research
Conducted when a decision must be made about a specific real-life problem

7. Applied Research Example
Should McDonalds add Italian pasta dinners to its menu?
Marketing research told McDonald’s it should not?
Should Procter & Gamble add a high-priced home teeth bleaching kit to its product line?
Research showed Crest Whitestrips would sell well at a retail price of $44

8. Types of Research
Exploratory
Descriptive
Causal

10. Uncertainty Influences the Type of Research
CAUSAL OR
DESCRIPTIVE
COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY
EXPLORATORY

12. 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

14. Exploratory Research

15. Exploratory Research Techniques: Two Examples
Secondary data (historical data)
Previously collected
Census of population
Literature survey
Pilot study
A number of diverse techniques

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

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

18. 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

19. 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

20. Causal Research
Conducted to identify cause and effect relationships

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

24. Research-Directed Marketing: Minimizing Risk, Maximizing Profits
Source: AMA Best Practice Webcasts
Sponsored by:  Vividence
Webcast Date: July 22, 2004
Time: 55 minutes
Presenter: Dr. Bonny Brown, Director of Research, Vividence Corporation
Click here for free webcast (you’ll need to register on the AMA site; introduces many topics covered in this course)