Steps in a Marketing Research Project
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Transcript of Steps in a Marketing Research Project
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Describe the steps involved in conducting
a marketing research project
Steps in a Marketing Research ProjectLO3
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The Marketing Research ProcessLO3
CollectData
SpecifySamplingProcedure
Plan Design/Primary Data
DefineProblem
AnalyzeData
Prepare/PresentReport
Follow Up
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LO3Marketing Research
Marketing Research Problem
MarketingResearch Objective
Management Decision Problem
Determining what information is needed and how that information can be
obtained efficiently and effectively.
The specific information needed to solve a marketing research problem;
the objective should provide insightful decision-making information.
A broad-based problem that requires marketing research in order for managers to take proper actions.
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LO3
Secondary Data
Data previously collected for any purpose other than the one at hand.
Secondary Data
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Government Agencies
Trade and Industry Associations
Business Periodicals
News Media
Internal Corporate Information
Sources of Secondary Data
Online
http://www.coca-colastore.com
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• Saves time and money if on target
• Aids in determining direction for primary data collection
• Pinpoints the kinds of people to approach
• Serves as a basis of comparison for other data
Advantages of Secondary Data
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Disadvantages of Secondary Data
• May not give adequate detailed information
• May not be on target with the research problem
• Quality and accuracy of data may pose a problem
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LO3 The New Age of Secondary Information: The Internet
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Analyze your topic
Test run a word or phrase in a search engine
Learn as you go and vary your approach
Don’t bog down in strategy that doesn’t work
Go back to earlier steps better informed
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LO3
Which research questions
must be answered?
How and whenwill data be gathered?
How willthe data
be analyzed?
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Planning the Research Design
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LO3
Primary Data
Primary Data
Information collected for the first time. Can be used for solving the particular problem under investigation.
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• Answers a specific research question
• Data are current
• Source of data is known
• Secrecy can be maintained
Advantages of Primary Data
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Disadvantages of Primary Data
• Expensive
• “Piggybacking” may confuse respondents
• Quality declines if interviews are lengthy
• Reluctance to participate in lengthy interviews
Disadvantages are usually offset by the advantages of primary data.
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Survey Research
Survey Research
The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes.
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Focus Groups
Executive Interviews
Mail Surveys
Telephone Interviews
Mall Intercept Interviews
In-Home Interviews
Forms of Survey Research
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Mall InterceptInterview
Survey research method that involves interviewing people in the common areas of shopping malls.
Executive Interview
A type of survey that involves interviewing businesspeople at their offices concerning industrial products or services.
Forms of Survey Research
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Focus Groups
Forms of Survey Research
Seven to ten people who participate in a group discussion led by a moderator.
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LO3Questionnaire Design
Open-EndedQuestion
Closed-EndedQuestion
Scaled-Response Question
An interview question that encourages an answer phrased in respondent’s own words.
An interview question that asks the respondent to make a selection from a
limited list of responses.
A closed-ended question designed to measure the intensity
of a respondent’s answer.
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LO3Questionnaire Design
Clear and concise
No ambiguous language
Unbiased
Reasonable terminology
Only one question
Online
http://www.createsurvey.com
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Observation Research
Observation Research
A research method that relies on three types of observation:
people watching peoplepeople watching an activitymachines watching people
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Situation
People watching people
People watching phenomena
Machines watching people
Machines watching phenomena
Example
Mystery shoppers in a supermarket
Observer at an intersection counting traffic
Video cameras recording behavior
Traffic-counting machine monitoring traffic flow
Observational Situations
Online
http://www.bmiltd.com
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Ethnographic Research
Ethnographic Research
The study of human behaviorin its natural context; involves observation of behavior and physical setting.
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LO3 The Sampling Procedure
Sample
Universe
A subset from a large population.
The population from which a sample will be drawn.
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Universe Sample
Probability Samples
Non-Probability Samples
Sampling Procedure
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LO3Types of Samples
Probability Samples
Simple Random Sample
Stratified Sample
Cluster Sample
SystematicSample
Non-Probability Samples
Convenience Sample
JudgmentSample
Quota Sample
SnowballSample
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LO3 Probability Samples
ProbabilitySample
A sample in which every element in the population has a known statistical
likelihood of being selected.
Random Sample
A sample arranged so that every element of the population has an equal chance of
being selected.
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LO3 Nonprobability Samples
NonprobabilitySample
Convenience Sample
Any sample in which little or no attempt is made to get a
representative cross-section of the population.
A form of nonprobability sample using respondents who are
convenient or readily accessible to the researcher.
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Types of ErrorsMeasurement
Error
Error when there is a difference between the information desired and the
information provided by research
Sampling Error
Error when a sample somehow does not represent the target population.
Frame Error
Error when a sample drawn from a population differs from the
target population.
Random Error
Error because the selected sample is an imperfect representation of
the overall population.
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Field Service Firms
• Focus group facilities• Mall intercept locations• Test product storage• Kitchen facilities• Retail audits
Provide:
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LO3
Cross-Tabulation
Analyzing the Data
A method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions.
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• Concise statement of the research objectives
• Explanation of research design
• Summary of major findings
• Conclusion with recommendations
Preparing and Presenting the Report
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Following Up
LO3
• Were the recommendations followed?
• Was sufficient decision-making information included in the report?
• What could have been done to make the report more useful to management?
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REVI EW LEAR NINGOUTC OMELO3
Steps in a Marketing Research Project