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Setting Research Objectives in Applied Marketing Research
 

Setting Research Objectives in Applied Marketing Research

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Slides for a lecture delivered by Dr. Kelly Page about identifying a clients research problem/opportunity and setting research objectives.

Slides for a lecture delivered by Dr. Kelly Page about identifying a clients research problem/opportunity and setting research objectives.

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  • 20/08/10

Setting Research Objectives in Applied Marketing Research Setting Research Objectives in Applied Marketing Research Presentation Transcript

  • Problem Definition & Research Objectives Week 2 (1) Dr. Kelly Page Cardiff Business School E: pagekl@cardiff.ac.uk T: @drkellypage T: @caseinsights FB: kelly@caseinsights.com
    • Understand the problem definition process;
    • Understand the difference between a symptom and a problem/opportunity;
    • Profile the influence of the management decision making environment;
    • Learn the differences between research statements, questions, objectives and hypotheses;
    • Become familiar setting research objectives;
    Lecture Objectives
  • The Problem Definition Process Recognize the problem or opportunity Find out why the information is being sought Understand the decision making environment Use the symptoms to help clarify the problem Translate mgt. problem to marketing research problem Determine whether the information already exists Determine whether the question can be answered State the research objectives Can the problem become opportunity? Any suspect motives? Examine cultural & bureaucracy issues Determine cause & effect relationships Mgt. support is key Have you researched other research? Are the objectives doable / realistic? Include timetable and responsible party
  • 1). Recognize problem or opportunity
    • Correct identification is crucial – if incorrect or poor:
      • Incorrect research objectives
      • Incorrect research design & process
      • Waste of time and money
    • Goal: Develop clear, concise and meaningful research objectives
    • Problem recognition or opportunity identification
      • External (e.g., changing market trends; socio-demographic changes etc)
      • Internal (e.g., sales or market share decline; poor customer service)
  • 2. Why information is being sought
    • Requests for information may be poorly formulated or misunderstood. Managers may not:
      • Have a clear idea as to what they want
      • Phrase their questions clearly
    • Important to:
      • Discuss what information is to be used for
      • Discuss what decisions might be made as a result
      • Get client or manager to prioritise questions to focus on key questions
      • Rephrase questions and discuss differences
      • Create sample data and assess usefulness
      • Reassess the ‘real needs or motives’ of research
  • 3. Decision-Making Environment Implementation Situation Analysis Strategy Development Marketing Program Development
    • Know the environment & market
    • Conduct SWOT analysis
    • Assess the competitive position
    • Review regulatory issues
    • Define business scope
    • Establish competitive advantages
    • Map targeted segments
    • Set performance objectives
    • Product & channel discussions
    • Communication decisions
    • Determine pricing approach
    • Promotional mix decisions
    • Performance monitoring
    • Refine approach
    • Change strategy as necessary
    • Revamp programs as necessary
  • Exploratory Research
    • Definition: Preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied.
    • E.g., Profile DM Environment
    • Pilot Studies
    • Focus Groups
    • Case Analyses
    • Secondary Data
    • Concept Testing
    • Depth Interviews
    • Taste Tests
    • Experience Surveys
    Purpose Key Methods
    • Define Terms
    • Clarify Problems
    • Develop Theories
    • Establish Priorities
    • Gain General Information
  • 4. Symptoms help clarify the problem
    • Distinguish between symptoms & real management problem
    • Symptom:
      • phenomenon occurs because of the existence of something else
      • e.g., poor sales; declining profits; increased customer complaints etc
      • Iceberg principle: focusing on what you can see (symptom) and not the deeper problem
      • Ask: What caused this to occur? Till exhausted
    • Management Problem:
      • A statement specifying the type of managerial action required to solve the problem.
      • e.g., Does out-of-home media reach and affect people as effectively as investments in television, radio and print advertising?
    10% 90%
  • 5. Mgt Problem to Mkt Research Problem A statement specifying the type of managerial action required to provide insight to the marketing research problem. Should we invest in out-of-home media to reach our target audience? Management Decision Problem Marketing Research Problem A statement specifying the type of information needed by the decision maker to provide insight to the marketing research problem and how that information can be obtained efficiently and effectively. Gather information through surveys to determine the reach and impact of out-of-home media on target audience Marketing Research Objective A goal statement defining the specific information needed to provide insight to the marketing research problem. Measure recall (memory) & purchase effects of specific products featured in promotions via billboards, kiosk ads and vehicle wraps etc Management Problem Becomes a Marketing Research Problem
  • 6. Does information already exist?
    • Sometimes easier & more interesting to develop ‘new data’
    • More control over format & comprehensiveness of new data
    • Existing data can save time & money
        • Exploratory research
        • Secondary data
    • Relevance & currency are key decisions here!
  • 7. Can the question be answered
    • Likelihood of research success:
      • Don’t promise more than you can deliver – hurts credibility of marketing research
      • Avoid over eagerness to please & managerial macho
    • Consider:
      • Similar prior experiences and expertise
      • Knowledge that data/information exists
      • Knowledge that data/information can be obtained
      • Risk of doing something new or different
      • ‘ Disease to please’ – client, agency, company
      • Client pressure to undertake research
  • 8. Research questions & objectives
    • Research Statement or Question
      • A remark about what the researcher wants to learn – without making a claim about what might be causing the issue at hand.
    • RS: “ To explore the impact of out-of-home media on target market purchase behaviour”
    • RQ: “ What is the impact of out-of-media on our target market?”
    • Research Objective:
      • A goal statement defining the specific information needed to solve the marketing research problem.
      • RO: Measure recall & purchase of specific products featured in promotions via billboards, kiosk ads and mobile/vehicle ads
  • Research hypotheses
    • Research Hypothesis:
      • A Conjectural statement about a relationship between two or more variables that can be tested with empirical data.
      • A claim, or argument about your theory of what is causing “X” that you will research to prove or disprove:
    • RH1: Billboard advertising will have a positive (+) effect on ‘brand’ recall
    • RH1: Billboard advertising will have a positive (+) effect on ‘ad’ recall
    • RH2: Billboard advertising will have a positive effect (+) on brand purchase
  • Lecture Summary
    • The Problem Definition Process
    • Recognize problem or opportunity
    • Why information is being sought
    • Decision-Making Environment
    • Exploratory Research
    • Symptoms help clarify the problem
    • Mgt Problem to Mkt Research Problem
    • Does information already exist?
    • Can the question be answered
    • Research questions & objectives
    • Research hypotheses
  • The content of this work is of shared interest between the author, Kelly Page and other parties who have contributed and/or provided support for the generation of the content detailed within. This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 2.0 UK: England & Wales. http://creativecommons.org/ Kelly Page (cc)