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SU1- Understanding MR Process - Coggle Diagram
SU1- Understanding MR Process
MR
Decision-making impact- solves problems surround marketing mix (4Ps)
Product
Product-related
New product development, opportunities
Product improvement
Marketing-related
New product introduction
Branding- branding elements
Positioning- image, associations; use perceptual maps
Place (distribution)
Trade-area analysis
Store image studies
In-store traffic pattern
Location analysis
Promotion
Price
Industry
Providers
Internal vs. external (research suppliers)
Customised (specialised, tailored) vs. standardised (general)
Ethical dimensions
Sources
Users- biz, client
Solicit proposal- but conduct research themselves
Promise research firm long-term partnership, but terminate collaboration after initial project completion- lower initial project cost
Respondents
Dishonest ans esp. sensitive/taboo topics (e.g. income)
Fake behaviours
Lie to qualify for survey (pass screeners)- to get incentives
Providers- research firm
Never give promised incentives
Interview longer than promised
No debrief after
Research sugging/frugging- disguise cust info collection (for database, lead generation) as research project
General biz practice
Pricing issue- hidden charges, costs
Client confidentiality- using previous client's info for current project
"Black-box"- undisclosed research methods leading to validity issues
Sub-standard research e.g. falsifying data, unrepresentative sample size due to limited budget
Changing views
Catalysts
Internet
Secondary data- tech by-product
Primary data
Effects
Reduced ability to collect consumer data
Gatekeeper/telecom tech (screens incoming contact)
Data privacy legislation
Compulsory opt-in/out opportunities- permission marketing
Cultural (interpretation) issues- global markets
Identify new biz opportunity
Better CRM strategies, competitive intelligence
Process
4 phases
Research problem
Info needs
Research purpose
Separate measurable symptoms from root problem/cause
Select unit of analysis
Determine relevant variables
Understand problem situation
Research qn
Lit review- helps decide research design, interpreting results
Restate initial variables into key qns (what, where, when, why, how)
Determine needed data types (primary, secondary)
Other considerations
Data availability, quality
Budget
Time constraints
Research objectives
Based on research qn
Determines future steps
Confirm info value
Info collectable?
Benefits, significant insights?
Info alr known?
Research design
Categories
Exploratory
Discover ideas, Insights- understand problem
Diagnostic (why?) purposes- understand motivations, attitudes, behaviours
Descriptive
Descriptive (what?)- customer, competition, market structure etc.
Collect info- ans research qns
Causal- cause-and-effect btw 2 variables
Data sources- primary vs. seoncdary (eixisting data e.g. internal data warehouse, internet, etc)
Sampling plan
Considerations
Target population
Census- entire target population
Sample- target population subgroup
Nonprobability sampling- limited info generalisability
Target population
Possible respondents
Sample selection procedure
Size
Measurement issues- how to define/measure/quantify variables (e.g. cust satisfaction)
Questionnaire (design, pre-test)- clarity (instructions, qns), sequence
Execution
Collect, prepare data
Approaches (to collect)
Exploratory- interviews, focus group, observation
Descriptive- survey
Data preparation
Code all response categories
Check- data entry error, inconsistencies, availability (missing data)
Analyse data
Simple frequency distribution- %
Summary statistics e.g. mean, median, mode
Test data quality, correlation, etc
Interpret data- integrate several findings into 1 conclusion (ans research qn)
Communicate results- non-technical reports (for decision-makers)
Outline
Executive summary
Intro
Problem definition, objectives
Methodology
Results, findings
Limitations
Research proposal- contract btw decision marker, researcher
Lists steps to get
Needed info
Deliverables
Resources needed
Research necessity considerations
Time
Existing info (e.g. internal records) presence
Resources
Value of info (relative to cost)
Secondary data (desk) research- lit. review
Steps
Evaluating data sources
Purpose- how it relates to current study
Accuracy- original source vs. citation of original source
Consistency- cross-check multiple sources if it gives same data
Credibility- technical competence, reputation, expertise
Methodology (data collection method/procedure)- flaws = invalid, unreliable, not generalisable
Bias- motivated by certain purpose?
Timeliness e.g. census data collected once in 10 years
Synthesis- resolve different/inconsistent perspectives
Causes
Sampling error
Different definition of theoretical r/s btw variables
Methodology differences
Developing (conceptual) model- if research qn investigates r/s btw constructs
Variable- observable, concrete, directly measurable
Construct- unobservable, abstract, indirectly measured thru several related variables
Purpose- communicate r/s
Steps
Identify variables
Specify hypothesis, r/s
Draw model using box, arrow diagram- visually represent r/s
Developing hypothesis- states r/s btw 2 variables
Types
Descriptive- address possible ans to specific biz problems
Causal- states r/s btw variables; must have independent and dependent variable
Characteristics
Research qn > hypothesis
Simple, succint
Testable i.e. constructs defined and measured
Hypothesis testing
Types
Null (H0)- states no r/s btw variables
If reject, then accept H1
Alternative (H1)- suggests variables related; bears burden of proof
Function
Background info
Clarifies research problem
Reveals if info alr exists
Define impt constructs
Suggests
Sampling plan
Methodology
Research hypothesis
Identifies measurement scales
Syndicated (commercial) data
What?
Customised and sold to many different firms (as tabulated reports)
Market research data collected from different panels agreeing to provide data over time
Media panels- measures media consumption habits (e.g. TV viewing)
Consumer panels- large household samples
Retailer panels- measures actual purchases; product/brand movement at retail lvl (store audits)
Benefits
Cheaper than primary data
Rapid availability
Timeliness, fast
Accurate/precise reporting for socially sensitive expenses e.g. cigarettes
Highly specific
Sources
Internal e.g. sales, accounting info
External (collected by outside organisations) e.g. scholarly, govt, commercial sources like biz articles, library gateway, search engine, blogs
Types
Demographics
Employment data
Economic stats
Competitive, supply assessment
Regulations
Market charactertistics