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ch 5 Research in Marketing, 5.2 Research Design, 5.3 Research…
ch 5 Research in Marketing
5.1 Research Plan and Process
Decision Support System
: collecting information to help managers make decisions
Info. has 3 characteristics
Systematically
collected
:check: small/large purchase
:check: one-time/repeat
Relevant
to specific managerial decisions
For example, if a manager wants to decide which combination of products to offer to increase sales, the information gathered must include data about which products are purchased together and by which types of customers.
system should be
flexible
:check: can sorted, manipulate, sum, avg
Market Research
3 component of mk.
:<3: covers research investigating 1 of 3 mk. component
customer
competitors
company
Marketing Research
For example, if ↑ price will ↓ sales ?
:warning: testing marketing activities to see what works and what doesn’t
:red_cross: not same as market research
Research Process
6 steps
Develop a research plan
5 keys decision
Primary objs of research
Type of research
Info. needed and how to collected them
how to analyzed data
desired outcome of research
After this step, specialized research professionals (internal or external) often handle the remaining stages, especially in larger companies or complex projects.
Collect data
Data type/ collection method depends on research goal
Trad-off b/w
data complexity/amount
cost/time to collect
Data
Simple
: inexpensive, quick to get
Complex
: costly, hard to get for small org.
Define problem/opportunity
:pencil2: problem can be shot/long/general
Focus on :check:
underlying problem
:red_cross: symptoms
Symptom
: are outcomes — not the root cause.
sales ↓, poor review
Underly Problem
: root case/ real reason
e.g. product not meet customer needs/wants,
price to high compare to competitors( ↓ sales),
customer service not good (↓ review)
Identify the problem
Management decision
: What should we do?
"Should we introduce a new flavor of soda?"
Research problem
: What do we need to know to do it?
"What flavors do customers prefer, and why?"
Prepare and present findings
clear, useful, targeted to decision-maker
report can be
Formal
: large org.
Informal
: small org.
Report should
sum key result
give suggestion
extra insights to learn more
Example
Consumer preferences
across different beer types
Comparison
of Moon Juice Raspberry Sour to competitors
Target demographics
for the beer
Recommendations
for production, pricing, and marketing
Charts, graphs, and tables
to visualize findings
Suggestions for
further research
if needed
Analyze the data
match to type of data collection
diff. data type = diff. analytical techniques
4 Methods
Descriptive: Summarizes what happened
Exploratory: Finds hidden patterns or relationships
Inferential: Uses a sample to make claims about a larger group
Predictive: Uses data to forecast future behavior
Outline follow-up steps and create and action plan
Determine if
Research obj. were meet
Recommendations are reasonable and realistic
Actions are cost-effective and implementable.
5.2 Research Design
Market Research Goal (3 golas)
Exploratory
Helps discover new ideas or understand a problem better.
Example: Asking customers what new sandwich flavors they’d like to try.
Descriptive
Describes facts, such as who, what, when, and how often.
Example: Finding out how many people buy sandwiches during lunch hours.
Causal
Tests cause-and-effect to see if one thing changes another.
Example: Checking if a discount increases sandwich sales.
Type of Market research (2 types)
Qualitative (คุณภาพ)
helps marketers understand the why behind customer behavior
useful for
exploring opinions
new ideas
:name_badge: costly + time consuming
identify patterns in the data. Content analysis, narrative analysis, and other techniques are all based on the identification of common patterns
:green_heart: Open-ended responses
text
audio,video
pictures
Quantitative (ปริมาณ)
focuses on numbers, measuring how much, how many, or how often something happens.
used for
test specific idea/relationship
:name_badge: no deeper reason behide customer action
5.3 Research Implementation
5.3 Research Implementation
Data Source
Secondary
Already existing data collected for another purpose but used to address the current research problem.
cheaper and quicker to access but may lack relevance or be outdated
Primary
highly relevant and timely but can be expensive and time-consuming to gather.
Newly collected specifically for the research
Summarizing Research Findings
Qualitative
Observation
Ethnography
Focus group
Personal interviews
provide insights presented as a list of summary findings, mind map
Quantitative
Survey
Experiments
Field studies
Technological scanning
present in bar, chart
Descriptive
Quan
ti
tative
Survey
Experiments
Field studies
Technological scanning
focus on number
Exploratory
Qua
li
tative
Observation
Ethnography
Focus group
Personal interviews
open-ended questions
Causal
Data Collection
Data collection Method link to research:
goal & type
process step 3: collect data
Type
Research Goal
Marketers often use both types together—qualitative to explore, and quantitative to measure and confirm.