Chapter 4 - Marketing Research

Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day

Marketing ResearchMarketing Research

Aaker, Kumar, DayAaker, Kumar, Day

Eighth EditionEighth Edition

Instructor’s Presentation SlidesInstructor’s Presentation Slides


Chapter FourChapter Four

Research Design and Research Design and ImplementationImplementation


Research Design and Research Design and ImplementationImplementation

Research Design Research Design The detailed blueprint to guide the The detailed blueprint to guide the

implementation of a research study toward the implementation of a research study toward the realization of its objectivesrealization of its objectives


Categories of ResearchCategories of Research

Exploratory ResearchExploratory Research Used when seeking insights into the general nature of a Used when seeking insights into the general nature of a

problem, the possible decision alternatives, and the relevant problem, the possible decision alternatives, and the relevant variables that need to be consideredvariables that need to be considered


Categories of Research (Cont.)Categories of Research (Cont.)

Descriptive ResearchDescriptive Research Provides an accurate snapshot of some aspect of the Provides an accurate snapshot of some aspect of the

market environment, such as:market environment, such as: The proportion of the adult population that supports the The proportion of the adult population that supports the

United FundUnited Fund Consumer evaluation of the attributes of our product Consumer evaluation of the attributes of our product

versus competing products.versus competing products. The socioeconomic and demographic characteristics of The socioeconomic and demographic characteristics of

the readership of a magazinethe readership of a magazine The proportion of all possible outlets that are carrying, The proportion of all possible outlets that are carrying,

displaying, or merchandising our productsdisplaying, or merchandising our products


Categories of Research (Cont.)Categories of Research (Cont.)

Causal ResearchCausal Research Used when it is necessary to show that one variable causes or Used when it is necessary to show that one variable causes or

determines the values of other variables, a causal research determines the values of other variables, a causal research approach must be usedapproach must be used


Detective FunnelDetective Funnel

Uses Combination of All Three Research Uses Combination of All Three Research TechniquesTechniques

ExploratoryExploratory techniques generate all techniques generate all possible reasons for a problempossible reasons for a problem

DescriptiveDescriptive and and CausalCausal approaches approaches narrow the possible causesnarrow the possible causes


Problem

Exploratory Research

Probable Causes

Causal Research

Descriptive Research

Possible causes of the

problem

Detective Funnel


Data Collection MethodsData Collection Methods

Relationship between Data Collection Method andRelationship between Data Collection Method andCategory of ResearchCategory of Research

Category of ResearchCategory of ResearchData Collection Method Exploratory Descriptive CausalData Collection Method Exploratory Descriptive CausalSecondary SourcesSecondary Sources

Information SystemInformation System a a b b Databanks of otherDatabanks of other a a b b

organizationsorganizationsSyndicated ServicesSyndicated Services a a b b b b

Primary SourcesPrimary SourcesQualitative ResearchQualitative Research a a b bSurveysSurveys b b a a b bExperimentsExperiments b b a a


Research Tactics and ImplementationResearch Tactics and Implementation

Once the research approach has been chosen:Once the research approach has been chosen:

Develop:Develop: The specifics of measurementsThe specifics of measurements

Plan for choosing the samplePlan for choosing the sample

Methods of analysisMethods of analysis

Analysis of value versus cost and time involvedAnalysis of value versus cost and time involved


Issues in International Research Issues in International Research DesignDesign

Determining Information RequirementsDetermining Information Requirements

Consider level and type of decision for which Consider level and type of decision for which research is conducted research is conducted

Two types of decisionsTwo types of decisions Strategic Strategic

TacticalTactical


Issues in International Research Issues in International Research Design (Contd.)Design (Contd.)

Global Strategic DecisionGlobal Strategic Decision

Mostly made at corporate headquartersMostly made at corporate headquarters

Information required is governed by overall Information required is governed by overall company objectivescompany objectives

Implies long term survival of companyImplies long term survival of company

Deal with macro environmentDeal with macro environment



Tactical DecisionsTactical Decisions

Concerned with micro-level implementation Concerned with micro-level implementation issuesissues

Information obtained from primary dataInformation obtained from primary data

Concerned with marketing mix strategy for Concerned with marketing mix strategy for country/product marketscountry/product markets

Made at functional or subsidiary levelMade at functional or subsidiary level



Unit of AnalysisUnit of Analysis Researcher must decide at what level the analysis is Researcher must decide at what level the analysis is

donedone Global levelGlobal level

All countries taken simultaneouslyAll countries taken simultaneously

Regional level Regional level Groups of countries considered homogeneous for macro Groups of countries considered homogeneous for macro

environmental factorsenvironmental factors

Country level Country level Each country taken as separate unitEach country taken as separate unit


Construct, Measurement and Sample Construct, Measurement and Sample EquivalenceEquivalence

Construct EquivalenceConstruct Equivalence

Deals with how both the researcher and the Deals with how both the researcher and the subjects see, understand, and code a particular subjects see, understand, and code a particular phenomenonphenomenon

"Are we studying the same phenomenon in "Are we studying the same phenomenon in countries X and Y?"countries X and Y?"


Construct, Measurement and Sample Construct, Measurement and Sample Equivalence (Contd.)Equivalence (Contd.)

Measurement EquivalenceMeasurement Equivalence

Deals with the methods and procedures used Deals with the methods and procedures used by the researcher to collect and categorize by the researcher to collect and categorize essential data and informationessential data and information

Are the phenomenon in countries X and Y Are the phenomenon in countries X and Y measured the same way?"measured the same way?"


Construct, Measurement and Sample Construct, Measurement and Sample Equivalence (Contd.)Equivalence (Contd.)

Sampling EquivalenceSampling Equivalence

"Are the samples used in countries X and Y "Are the samples used in countries X and Y equivalent?"equivalent?"


Key Pitfalls in Conducting and Key Pitfalls in Conducting and International ResearchInternational Research

Selecting a domestic research company to do Selecting a domestic research company to do your international researchyour international research

Rigidly standardizing methodologies across Rigidly standardizing methodologies across countriescountries

Interviewing in English around the world Interviewing in English around the world

Setting inappropriate sampling requirementsSetting inappropriate sampling requirements


Key Pitfalls in Conducting and Key Pitfalls in Conducting and International Research (Contd.)International Research (Contd.)

Lack of systematic international Lack of systematic international communication procedurescommunication procedures

Misinterpreting multi-country data across Misinterpreting multi-country data across countriescountries

Not understanding international differences Not understanding international differences in conducting qualitative researchin conducting qualitative research


Error in Research DesignError in Research Design

Two Components of ErrorsTwo Components of Errors Sampling error Sampling error Non-sampling errorNon-sampling error

Sampling Error Sampling Error Difference between a measure obtained from a Difference between a measure obtained from a

sample of population and the true measure that can sample of population and the true measure that can be obtained only from the entire populationbe obtained only from the entire population

Nonsampling Error Nonsampling Error All other errors associated with a research projectAll other errors associated with a research project


Sources of Nonsampling ErrorSources of Nonsampling Error

Design Errors Design Errors

Flaws in research designFlaws in research design

Selection ErrorSelection Error Population Specification ErrorPopulation Specification Error Sampling Frame ErrorSampling Frame Error Surrogate Information ErrorSurrogate Information Error Measurement ErrorMeasurement Error Experimental ErrorExperimental Error Data Analysis ErrorData Analysis Error


Sources of Nonsampling Error Sources of Nonsampling Error (Contd.)(Contd.)

Administering Errors Administering Errors

Occur during the administration of a survey Occur during the administration of a survey instrument to the respondentsinstrument to the respondents

Questioning ErrorQuestioning Error

Recording ErrorRecording Error

Interference ErrorInterference Error


Sources of Nonsampling Error Sources of Nonsampling Error (Contd.)(Contd.)

Response Error Response Error Occur when respondent provides inaccurate Occur when respondent provides inaccurate

answers to survey questionsanswers to survey questions

Non-response ErrorNon-response Error Occur ifOccur if

Some members of sample not contactedSome members of sample not contacted

Some members provide incomplete or no Some members provide incomplete or no response to survey instrumentresponse to survey instrument


Budgeting the Research ProjectBudgeting the Research Project

Two approaches to budgetingTwo approaches to budgeting Estimate the dollar costs associated with each research Estimate the dollar costs associated with each research

activity activity Used for unusual or expensive projectsUsed for unusual or expensive projects

Determining the activities to be performed in hours Determining the activities to be performed in hours and apply standard cost estimates to these hours and apply standard cost estimates to these hours Used for routine projects or when researcher has knowledge Used for routine projects or when researcher has knowledge

of costsof costs


Scheduling the Research ProjectScheduling the Research Project

Identifies personnel accountable for each task within a Identifies personnel accountable for each task within a given time periodgiven time period

Scheduling techniques:Scheduling techniques: Critical path method (CPM)Critical path method (CPM)

Program evaluation & review techniques (PERT)Program evaluation & review techniques (PERT)

GANTT chartsGANTT charts

Graphical evaluation & review techniques (GERT)Graphical evaluation & review techniques (GERT)


Research ProposalResearch Proposal

Describes a plan for conducting and controlling a Describes a plan for conducting and controlling a research project research project

Basis for a written contract between manager and Basis for a written contract between manager and researcherresearcher

Basis for a vehicle for reviewing important Basis for a vehicle for reviewing important decisionsdecisions

Used to choose among competing supplies and Used to choose among competing supplies and influence decision to fund studyinfluence decision to fund study


Basic Contents of a Research ProposalBasic Contents of a Research Proposal

Executive SummaryExecutive Summary

Purpose and ScopePurpose and Scope

ObjectivesObjectives

Research ApproachResearch Approach

Time and Cost EstimatesTime and Cost Estimates

AppendicesAppendices

Chapter 4 - Marketing Research

Education

Transcript of Chapter 4 - Marketing Research