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Marketing Chapter 7 - The Marketing Research Process - Coggle Diagram
Marketing Chapter 7 - The Marketing Research Process
step 1 - defining the problem and research objectives
defining the problem
problem can be identified by anyone inside the company or even by someone close to the company (supplier)
problem usually defined in terms of a research question or a research hypothesis
research objectives
exploratory research
"marketing research to gather preliminary information that will help define problems and suggest hypotheses"
research conducted for a problem that has not been clearly defined
helps determine the best...
research design
data collection method
selection of subjects
relies a lot on...
secondary research
case studies
pilot studies
projective techniques
through focus groups
descriptive research
"marketing research to better describe marketing problems, situations or markets, such as the market potential for a product or the demographics and attitudes of consumers"
all about describing things and people who take part in the study
who, where, how, what, why
cross-sectional study
snap-shot at a single point in time
longitudinal study
data collection at several periods in time which enable trends over time to be examined
causal research
investigation of cause-and-effect relationships
eg. if price is increased by 10% what will be the effect on demand?
step 2 - developing the research plan
framework for designing marketing research programn should be in place
research plan spells out sources of existing data and outlines the specific research approaches, contact methods, sampling plans and instruments that researchers will use to gather new data
requires the greatest amount of thought, time and expertise
ideally presented in the form of a written proposal
research question/s
objectives
information to be obtained
how this will help management in decision making
step 2A - gathering secondary research
"information that already exists somewhere, having been collectec for another purpose
secondary research
information collected for another purpose but might be useful for other purposes
sales revenues
sales forecasts
customer demographics
data mining
purchase patterns
other info collected about customer
step 2B - primary data collection
"information collected for the specific purpose at hand"
quantitative research
used to quantify the problem by the way of generating numerical data or data that can be transformed into useable statistics
qualitative research
used to gain an understanding of underlying reasons, opinions, and motivations
main criterias researchers consider
cost
research expertise
product or service knowledge
special equipment
objectivity
confidentiality
step 2C - observation research
"gathering primary data by observing relevant people, actions and situations"
observers obtaining data by noticing the behaviour of people
ethnographic research
sending the observers to watch and interact with consumers in their natural environment
webnography
observation of consumers in a natural context on the internet
survey research
"gathering primary data by asking people questions about their knowledge, attitudes, preferences and buying behaviour"
experimental research
"gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors and checking for differences in group responses"
step 2D - contact methods
personal interviews
can be done either individually or in a group
online marketing research
internet and mobile surveys
online focus groups
customer tracking
online experiments
online panels and brand communities
step 2E - sampling plan
"a segment if the population selected for marketing research to represent the population as a whole"
3 main decisions when designing a sample plan
sample unit
who is to be studied?
examining who does and does not fit into your group
sample size
the bigger the sample size, the more reliable the results are
unfortunately it comes against a bigger cost and more time
one needs to examine statistics to choose the correct sample size
sample procedure
probability sample
structured/systematic
simple random sample
every member of the population has a known and equal chance of selection
stratified random sample
the population is divided into mutually exclusive groups and random samples are drawn from each group
cluster (area) sample
the population is divided into mutually exclusive groups and the researcher draws a sample
non-probability samples
non-structured
convenience sample
the research selects the easiest population members
judgment sample
researcher uses their judgement to select population members
quota sample
researcher finds and interviews a prescribed number of people in each of several categories
margin of error
estimate of how much the results of the sample may differ due to chance when compared to what would have been found if the entire population were included in the research
confidence level
if the same sample had to be repeated several times, the same result will occur at the confidence level percentage
step 2F - research instruments
questionnaire
questionnaire design
before designing a questionnaire, one must answer questions such as what info is needed, from whom is it required, and what communication is going to be used?
questions to be asked once the question is designed
are all questions needed?
is each question sufficient to generate the required information?
will the respondent answer questions correctly?
are all questions in a logical sequence?
guidelines to be followed when designing a questionnaire
questionnaire should move from topic to topic in a logic manner
sensitive questions should appear at the end
the first few questions should be simple, objective and interesting
minimize open ended questions
pre-test questionnaire (piloting the questionnaire
mechanical instruments
meters attached to television sets to monitor what people watch
supermarket scanners to study the behaviour of people at point of sale
not a widely used technique due to expense, require unrealistic advertising exposure conditions and are hard to interpret
step 3 - implementing the research plan
involves actual act of collecting and analysing raw data and finally interpreting into valid information
whole process must be monitored
analysis process must be kept on a good watch to make sure the accuracy of data for a reliable result
step 4 - interpreting and reporting the findings
any data analysis will depend on how the research method was constructed
less complex data analysis can be handled with office programmes, while more complex data analysis requires dedicated marketing research analysis programs such as SPSS or PASW
the more complex the level of statistical data analysis, the ore time and cost it will take to execute
success of the info and knowledge that results from marketing research depends by how it is presented to decision makers
presentations must be as simple as possible through...
bar charts
scatter charts
pie charts
histogram