1. McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Chapter 2 Overview of the Research Process and Research Proposals

3. Information Research Process... the systematic gathering, analyzing, interpreting, and transforming of data into decision-making information, i.e., knowledge. 2-3

4. Environmental Factors That Affect Marketing Research Practices 2-4

5. Determining the Need for Research “Can the problem be solved based on past experience and managerial judgment?” 2-5

6. When Research is Not Needed Costs outweigh value Inadequate resources Insufficient time frames Information already available SituationsSituations 2-6

7. The Four Phases of the Information Research Process 2-7

8. Phases – Research Process Phase I Determine the Research Problem Phase I Determine the Research Problem Phase II Select Appropriate Research Design Phase II Select Appropriate Research Design Phase III Execute the Research Design Phase III Execute the Research Design Phase IV Communicate the Research Results Phase IV Communicate the Research Results 2-8

9. Summary of Differences in Selected Hotel-Choice Criteria: Comparison of First- Time and Repeat Business Customers 2-9

10. Scientific Method Valid Logical Objective Systematic Reliable Ongoing 2-10

11. Step 1. Identify and clarify information needs Step 2. Define the research problem and questions Step 2. Define the research problem and questions Step 3. Specify research objectives and confirm information value Step 3. Specify research objectives and confirm information value Phase I. Determine the Research Problem 2-11

12. Step 1: Identify and clarify information needs Purpose of the research. Purpose of the research. Understand the complete problem situation. Understand the complete problem situation. Identify and separate out symptoms. Identify and separate out symptoms. Determine unit of analysis – the focus of your research. Determine unit of analysis – the focus of your research. Determine the relevant variables – brand awareness or attitudes, satisfaction, purchase intention, importance, demographics, etc. Determine the relevant variables – brand awareness or attitudes, satisfaction, purchase intention, importance, demographics, etc. 2-12

13. Step 1: Identify and clarify information needs What information is needed to solve the problem? What information is needed to solve the problem? “Depends upon what the problem is!” 2-13

14. The Iceberg Principle Obvious Measurable Symptoms Real Business Decision Problems 2-14

15. Step 2: Define the Research Problem and Questions Initialresearchquestions Redefined Redefined research research questions questions The most important step in the marketing research process is defining the problem. The most important step in the marketing research process is defining the problem. “A problem well defined is a problem half solved!” 2-15

16. What is a problem?... any situation where a gap exists between the actual and the desired state.... any situation where a gap exists between the actual and the desired state. A problem does not necessarily mean that something is seriously wrong. It could simply indicate the desire to improve an existing situation. Thus, problem definitions can include both existing problems in the current situation as well as goals to improve the situation in the future. A problem does not necessarily mean that something is seriously wrong. It could simply indicate the desire to improve an existing situation. Thus, problem definitions can include both existing problems in the current situation as well as goals to improve the situation in the future. Research Problems What are some examples of business problems or opportunities? 2-16

17. Typical Business Research Problems Poor service encounters. Poor service encounters. Competition has superior product/service features. Competition has superior product/service features. New information system is not being used by employees. New information system is not being used by employees. Conflicts in distribution channel. Conflicts in distribution channel. Ad campaign is not generating new sales prospects. Ad campaign is not generating new sales prospects. 2-17

18. Step 3: Specify Research Objectives and Confirm Information Value Can the information be collected at all? Can the information be collected at all? Does the information tell the decision maker something not already known? Does the information tell the decision maker something not already known? Will the information provide significant insights? Will the information provide significant insights? Research Research Objectives ObjectivesResearchQuestions 2-18

19. Step 4. Determine the research design Step 4. Determine the research design and data sources Step 4. Determine the research design Step 4. Determine the research design and data sources Step 5. Develop the sampling design Step 5. Develop the sampling design and sample size Step 5. Develop the sampling design Step 5. Develop the sampling design and sample size Step 6. Examine measurement issues Step 6. Examine measurement issues and scales Step 6. Examine measurement issues Step 6. Examine measurement issues and scales Phase II. Select the Research Design Step 7. Design and pretest the Step 7. Design and pretest the questionnaire questionnaire Step 7. Design and pretest the Step 7. Design and pretest the questionnaire questionnaire 2-19

20. CausalResearchCausalResearch Step 4: Determine the Research Design DescriptiveResearchExploratoryResearch 2-20

21. Step 4: Determine Research Design o Exploratory research... collecting information in an unstructured and informal manner; secondary data from American Demographics or the Census, or observing students purchasing food the student center on your campus. o Descriptive research... collecting information using methods that describe marketing variables; e.g. who, what, why and how questions regarding attitudes, intentions, behaviors, etc., or competitive products, stores, services, etc. o Causal research (experiments)... collecting information that enables researchers to identify causes and effects. 2-21

22. Step 4: Determine Data Sources Secondary data sources Primary data sources... accessing data through sources such as the Internet, library, internal data warehouses, syndicated studies, etc.... obtaining data specifically for current research problems through methods such as the telephone, Internet, mail, face-to-face interviews, or observation. 2-22

23. Differences between raw data, data structures and information... Raw Data = the actual responses obtained by asking questions or observing behavior. Raw Data = the actual responses obtained by asking questions or observing behavior. Data Structures = the result of combining raw data into groups using either qualitative or quantitative approaches. Examples include averages, frequencies, correlations, constructs, etc. Data Structures = the result of combining raw data into groups using either qualitative or quantitative approaches. Examples include averages, frequencies, correlations, constructs, etc. Information/knowledge = data that is properly interpreted to provide meaningful findings, i.e., knowledge that is useful. Information/knowledge = data that is properly interpreted to provide meaningful findings, i.e., knowledge that is useful. Background Information – Definitions 2-23

24. Example: Differences between raw data, data structures & knowledge Location Question – Raw Data Using a scale from “1” to “10” with 1 = “Not Important at All” and 10 = “Extremely Important”, please indicate how important “Location” is as a consideration in selecting the hotels you stay at? RespondentRaw Data #1 8 #1 8 #2 10 #2 10 #3 7 #3 7 #4 8 #4 8 #5 9 #5 9 Data Structures Selection Factors Mean o Location 8.3 o Past Experience 7.9 o Recommendations 7.3 o Brand Reputation 6.9 These findings become information/knowledge if we determine they are meaningful. 2-24

25. Step 5: Sampling Design and Sample Size Identify the relevant target population. Identify the relevant target population. Develop a probability or non- probability sampling plan. Develop a probability or non- probability sampling plan. Determine the sample size. Determine the sample size. 2-25

26. Step 6. Measurement and Scaling What information is needed? What information is needed? How will the information be measured? How will the information be measured? How accurate will the information be? How accurate will the information be? Answers to these questions directly influence the cost of the research. 2-26

27. Step 7: Design and Pretest Questionnaire Major issues... o Question type o Sequence & format o Pretest Designing the data collection form is critical because bad questionnaires produce inaccurate data. Designing the data collection form is critical because bad questionnaires produce inaccurate data. 2-27

28. Step 8. Collect and prepare data Step 9. Analyze data Step 10. Interpret data to create knowledge Phase III. Execute the Research Design 2-28

29. Step 8: Collect Data Data collection... important because no matter what data analysis method is used it cannot “fix” bad data. Data collection... important because no matter what data analysis method is used it cannot “fix” bad data. Broad types of errors: Broad types of errors: 1.Sampling. 2.Non-Sampling = cannot be measured. 2-29

30. Step 9: Analyze Data Data cleaning Data analysis... data is checked to verify it has been correctly input from the collection form or computer file, and there are no problems such as missing data, suspicious response patterns, or outliers.... data is checked to verify it has been correctly input from the collection form or computer file, and there are no problems such as missing data, suspicious response patterns, or outliers.... running tabulations and various statistical tests to identify relationships and determine if they are meaningful.... running tabulations and various statistical tests to identify relationships and determine if they are meaningful. 2-30

31. Univariate, Bivariate and Multivariate Analysis Univariate – average # cola drinks consumed per day = 4.7 Univariate – average # cola drinks consumed per day = 4.7 Bivariate – average # cola drinks consumed by males = 5.8, Bivariate – average # cola drinks consumed by males = 5.8, and by females = 3.9; or the average # of cola drinks consumed is related to weather temperature or season of the year. and by females = 3.9; or the average # of cola drinks consumed is related to weather temperature or season of the year. Multivariate – “heavy consumers” of cola drinks are males, aged 18-34, single, with a blue collar job. In contrast, “light consumers” are females, aged 35- 49, married, with a professional career, and the colas they drink typically are decaffeinated and sugar free. Multivariate – “heavy consumers” of cola drinks are males, aged 18-34, single, with a blue collar job. In contrast, “light consumers” are females, aged 35- 49, married, with a professional career, and the colas they drink typically are decaffeinated and sugar free. Types of Data Analysis 2-31

32. Outlier = an observation/response that is substantially different from the others; i.e., has an extreme value. Issue: “Is the observation/response representative of the population?” Outliers Create Error Dealing with Outliers: Identify outliers. Identify outliers. Describe outliers. Describe outliers. Delete or retain? Delete or retain? 2-32

33. Example: Impact of Outliers IndividualNet Worth – $Source Bill Gates 56.0 billionMicrosoft Jeff Bezos 4.4 billionAmazon.com Amazon.com Craig McCaw 2.1 billionTelecommunications Number of households, Medina, Washington = 1206 Average Net Worth (1206 households) = $ 52,048,652 Average Net Worth (remove Bill Gates) = $ 5,618,817 Average Net Worth (remove top three) = $ 235,521 Source: Calculated from Forbes, 2007 and U.S. Census data 2-33

34. Phase IV. Communicate Research Results Step 11. Prepare and present final report Executive Summary IntroductionIntroduction Problem Definition & Objectives MethodologyMethodology Results, Findings, Limitations of Study 2-34

35. Step 11: Research Report/Presentation The last step is one of the most important phases of marketing research. The last step is one of the most important phases of marketing research. The report or its presentation communicates the results to the client. The report or its presentation communicates the results to the client. 2-35

36. Research Proposal Outline Purpose of proposed research project Purpose of proposed research project Type of study Type of study Definition of target population and sample size Definition of target population and sample size Sample design and data collection method Sample design and data collection method Specific research instruments Specific research instruments Potential managerial benefits Potential managerial benefits Proposed cost for total project Proposed cost for total project Profile of research company Profile of research company Optional dummy tables of projected results Optional dummy tables of projected results 2-36