Marketing Research      Aaker, Kumar, Day         Eighth EditionInstructor’s Presentation Slides        Marketing Research...
Chapter FourResearch Design and  Implementation   Marketing Research 8th Edition   Aaker, Kumar, Day
Research Design and              ImplementationResearch Design     The detailed blueprint to guide the      implementatio...
Categories of ResearchExploratory Research     Used when seeking insights into the general nature of a      problem, the ...
Categories of Research (Cont.)Descriptive Research     Provides an accurate snapshot of some aspect of the      market en...
Categories of Research (Cont.)Causal Research     Used when it is necessary to show that one variable causes or      dete...
Detective FunnelUses Combination of All Three ResearchTechniques   Exploratory techniques generate all    possible reason...
Problem                           Detective Funnel          Exploratory           Research                                ...
Data Collection MethodsRelationship between Data Collection Method andCategory of Research                              Ca...
Research Tactics and Implementation   Once the research approach has been chosen:Develop:       The specifics of measure...
Issues in International Research                   DesignDetermining Information Requirements   Consider level and type o...
Issues in International Research              Design (Contd.)Global Strategic Decision   Mostly made at corporate headqua...
Issues in International Research              Design (Contd.)Tactical Decisions   Concerned with micro-level implementati...
Issues in International Research             Design (Contd.)Unit of Analysis   Researcher must decide at what level the a...
Construct, Measurement and Sample            EquivalenceConstruct Equivalence   Deals with how both the researcher and th...
Construct, Measurement and Sample       Equivalence (Contd.)Measurement Equivalence   Deals with the methods and procedur...
Construct, Measurement and Sample       Equivalence (Contd.)Sampling Equivalence   "Are the samples used in countries X a...
Key Pitfalls in Conducting and        International Research   Selecting a domestic research company to do    your intern...
Key Pitfalls in Conducting and    International Research (Contd.)   Lack of systematic international    communication pro...
Error in Research DesignTwo Components of Errors     Sampling error     Non-sampling errorSampling Error     Difference...
Sources of Nonsampling ErrorDesign Errors        Flaws in research design   Selection Error   Population Specification E...
Sources of Nonsampling Error                 (Contd.)Administering Errors      Occur during the administration of a survey...
Sources of Nonsampling Error                 (Contd.)Response Error     Occur when respondent provides inaccurate      an...
Budgeting the Research ProjectTwo approaches to budgeting   Estimate the dollar costs associated with each research    ac...
Scheduling the Research Project    Identifies personnel accountable for each task within a    given time periodScheduling ...
Research Proposal   Describes a plan for conducting and controlling a    research project   Basis for a written contract...
Basic Contents of a Research Proposal   Executive Summary   Purpose and Scope   Objectives   Research Approach   Time...
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Chapter 4 - Marketing Research

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Chapter 4 - Marketing Research

  1. 1. Marketing Research Aaker, Kumar, Day Eighth EditionInstructor’s Presentation Slides Marketing Research 8th Edition Aaker, Kumar, Day
  2. 2. Chapter FourResearch Design and Implementation Marketing Research 8th Edition Aaker, Kumar, Day
  3. 3. Research Design and ImplementationResearch Design  The detailed blueprint to guide the implementation of a research study toward the realization of its objectives Marketing Research 8th Edition Aaker
  4. 4. Categories of ResearchExploratory Research  Used when seeking insights into the general nature of a problem, the possible decision alternatives, and the relevant variables that need to be considered Marketing Research 8th Edition Aaker
  5. 5. Categories of Research (Cont.)Descriptive Research  Provides an accurate snapshot of some aspect of the market environment, such as:  The proportion of the adult population that supports the United Fund  Consumer evaluation of the attributes of our product versus competing products.  The socioeconomic and demographic characteristics of the readership of a magazine  The proportion of all possible outlets that are carrying, displaying, or merchandising our products Marketing Research 8th Edition Aaker
  6. 6. Categories of Research (Cont.)Causal Research  Used when it is necessary to show that one variable causes or determines the values of other variables, a causal research approach must be used Marketing Research 8th Edition Aaker
  7. 7. Detective FunnelUses Combination of All Three ResearchTechniques Exploratory techniques generate all possible reasons for a problem Descriptive and Causal approaches narrow the possible causes Marketing Research 8th Edition Aaker
  8. 8. Problem Detective Funnel Exploratory Research Descriptive Research Possible causes of the problem Causal Research Probable Causes Marketing Research 8th Edition Aaker
  9. 9. Data Collection MethodsRelationship between Data Collection Method andCategory of Research Category of ResearchData Collection Method Exploratory Descriptive CausalSecondary Sources Information System a b Databanks of other a b organizations Syndicated Services a b bPrimary Sources Qualitative Research a b Surveys b a b Experiments b a Marketing Research 8th Edition Aaker
  10. 10. Research Tactics and Implementation Once the research approach has been chosen:Develop:  The specifics of measurements  Plan for choosing the sample  Methods of analysis  Analysis of value versus cost and time involved Marketing Research 8th Edition Aaker
  11. 11. Issues in International Research DesignDetermining Information Requirements Consider level and type of decision for which research is conducted Two types of decisions  Strategic  Tactical Marketing Research 8th Edition Aaker
  12. 12. Issues in International Research Design (Contd.)Global Strategic Decision Mostly made at corporate headquarters Information required is governed by overall company objectives Implies long term survival of company Deal with macro environment Marketing Research 8th Edition Aaker
  13. 13. Issues in International Research Design (Contd.)Tactical Decisions Concerned with micro-level implementation issues Information obtained from primary data Concerned with marketing mix strategy for country/product markets Made at functional or subsidiary level Marketing Research 8th Edition Aaker
  14. 14. Issues in International Research Design (Contd.)Unit of Analysis Researcher must decide at what level the analysis is done  Global level  All countries taken simultaneously  Regional level  Groups of countries considered homogeneous for macro environmental factors  Country level  Each country taken as separate unit Marketing Research 8th Edition Aaker
  15. 15. Construct, Measurement and Sample EquivalenceConstruct Equivalence Deals with how both the researcher and the subjects see, understand, and code a particular phenomenon "Are we studying the same phenomenon in countries X and Y?" Marketing Research 8th Edition Aaker
  16. 16. Construct, Measurement and Sample Equivalence (Contd.)Measurement Equivalence Deals with the methods and procedures used by the researcher to collect and categorize essential data and information Are the phenomenon in countries X and Y measured the same way?" Marketing Research 8th Edition Aaker
  17. 17. Construct, Measurement and Sample Equivalence (Contd.)Sampling Equivalence "Are the samples used in countries X and Y equivalent?" Marketing Research 8th Edition Aaker
  18. 18. Key Pitfalls in Conducting and International Research Selecting a domestic research company to do your international research Rigidly standardizing methodologies across countries Interviewing in English around the world Setting inappropriate sampling requirements Marketing Research 8th Edition Aaker
  19. 19. Key Pitfalls in Conducting and International Research (Contd.) Lack of systematic international communication procedures Misinterpreting multi-country data across countries Not understanding international differences in conducting qualitative research Marketing Research 8th Edition Aaker
  20. 20. Error in Research DesignTwo Components of Errors  Sampling error  Non-sampling errorSampling Error  Difference between a measure obtained from a sample of population and the true measure that can be obtained only from the entire populationNonsampling Error  All other errors associated with a research project Marketing Research 8th Edition Aaker
  21. 21. Sources of Nonsampling ErrorDesign Errors Flaws in research design Selection Error Population Specification Error Sampling Frame Error Surrogate Information Error Measurement Error Experimental Error Data Analysis Error Marketing Research 8th Edition Aaker
  22. 22. Sources of Nonsampling Error (Contd.)Administering Errors Occur during the administration of a survey instrument to the respondents  Questioning Error  Recording Error  Interference Error Marketing Research 8th Edition Aaker
  23. 23. Sources of Nonsampling Error (Contd.)Response Error  Occur when respondent provides inaccurate answers to survey questionsNon-response Error  Occur if  Some members of sample not contacted  Some members provide incomplete or no response to survey instrument Marketing Research 8th Edition Aaker
  24. 24. Budgeting the Research ProjectTwo approaches to budgeting Estimate the dollar costs associated with each research activity  Used for unusual or expensive projects Determining the activities to be performed in hours and apply standard cost estimates to these hours  Used for routine projects or when researcher has knowledge of costs Marketing Research 8th Edition Aaker
  25. 25. Scheduling the Research Project Identifies personnel accountable for each task within a given time periodScheduling techniques: Critical path method (CPM) Program evaluation & review techniques (PERT) GANTT charts Graphical evaluation & review techniques (GERT) Marketing Research 8th Edition Aaker
  26. 26. Research Proposal Describes a plan for conducting and controlling a research project Basis for a written contract between manager and researcher Basis for a vehicle for reviewing important decisions Used to choose among competing supplies and influence decision to fund study Marketing Research 8th Edition Aaker
  27. 27. Basic Contents of a Research Proposal Executive Summary Purpose and Scope Objectives Research Approach Time and Cost Estimates Appendices Marketing Research 8th Edition Aaker
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