Design marketing research

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  • Marketing research The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
  • What question to ask , What variables to study ?
  • 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. s to describe things, such as the market potential for a product or the demographics and atti- tudes of consumers who buy the product.
  • For example, would a 10 percent decrease in tuition at a private college result in an enrollment increase sufficient to offset the reduced tu- ition? Managers often start with exploratory research and later follow with descriptive or causal research.
  • 1.That is, the optimal data collection technique is selected only after the researcher has determined the purpose, the information sought and the basic research design method. In many instances the researcher uses both secondary and primary data collection as part of the same research project.2.The first option is associated with Secondary Research, which involves accessing information that was previously collected. The last two options are associated with conducting Primary Research, which involves the collection of original data generally for one’s own use.3. Secondary Research is a secondary sources of data that has already produced and can be contemporary or historical.such as accessing material from previous market research carried out by the marketer’s organization, old sales reports, accounting records and many others, falls under the heading of secondary research.
  • In general marketers can select from two basic approaches to data collections using primary methods:Qualitative Data CollectionQuantitative Data CollectionBoth methods offer advantages and disadvantages which are discussed in detail in this tutorial.
  • The last step is one of the most important phases of marketing research.
  • Design marketing research

    1. 1. Paññāsāstra University of Cambodia Lecture : Eng Kimsan Topic :Design the Marketing Research By: Tin Kolza Marketing Research
    2. 2. Content I. Type of Design Marketing research 1. Identify Research Purpose 2. Identify What is to be Learned 3. Determined Research Design 4. Data Collection 5. Evaluate Data 6. Analyze Data 7. Communicated Results
    3. 3. I. Type of Design Marketing Research Step1 : Identify Research Purpose : • marketing research serves as the foundation of marketing since it is used to support all marketing decisions. • The first step in conducting research is to examine the reasons why research is being undertaken.
    4. 4. Con’t Marketers use research to support decisions in five important ways : - Explanation : Possibly the most cited reason for conducting research is to use it to explain why something is occurring. - Prediction - Research is used to help assess a situation and predict what may happen in the future.
    5. 5. Con’t - Monitoring - Many decisions made by marketers must be monitored to insure that goals are being attained. - Discovery - Most marketers are continually on the look out for ways to improve their marketing efforts. - Hypothesis Testing - Hypothesis testing, which is at the heart of scientific research, relies on statistical analysis to help evaluate a hypothesis. It
    6. 6. Step2: Identify what is to be learned • Next job of researchers is to decide what specific information they want to obtain . • Researcher may spend a considerable amount of time deciding what to study.
    7. 7. Con’t • Identifying what needs to be learned is not always easy ? • Determining what is to be learned is also important in helping market researchers envision the scope and demands of what must be done. • Demands of the project refer to what users of the information (e.g., marketing manager, clients) seek from the research.
    8. 8. Step3: Determined Research Design • To get answer to the issues raised in Step 2 the researcher lays out a design for obtaining the information . • The first part of the research design is to decide on the type of research that will work best for the purpose (i.e., explain, predict, monitor, discover, hypothesis test) .
    9. 9. Con’t • Descriptive research : is to provide an accurate description for something that is occurring. • collecting information using methods that describe marketing variables; e.g. who, what, why and how questions regarding attitudes, intentions, behaviors, etc., or competitive products, stores, services, etc.
    10. 10. Con’t • The exploratory : approach attempts to discover general information about a topic that is not well understood by the marketer. • Causal research : Marketing research to test hypotheses about cause-and-effect relationships.
    11. 11. Step 4 : Data Collection • The data collection approach used depends on what the researcher determined in the Steps 1-3 of the research plan. To gather research marketers have three choices: • acquire pre-existing research • undertake new research themselves • out-source the task of new research to a third- party, such as a market research company
    12. 12. Con’t Secondary data sources Primary data sources . . . accessing data through sources such as the Internet, library, internal data warehouses, syndicated studies, etc. . . . obtaining data specifically for current research problems through methods such as the telephone, Internet, mail, face-to- face interviews, or observation.
    13. 13. There are many reason why data many not be presented in the form needed for further analysis , some of reasons include : • Incomplete Responses – This most likely occurs when the method of data collection (e.g., survey) is not fully completed, such as when the person taking part in the research fails to provide all information (e.g., skips questions). Step 5: Evaluate Data
    14. 14. Con’t Data Entry Error – This exists when the information is not recorded properly which can occur due to the wrong entry being made (e.g., entry should be choice “B” but is entered as choice “C”) or failure of data entry technology (e.g., online connection is disrupted before full completion of survey). Questionable Entry – This occurs when there are apparent inconsistencies in responses such as when a respondent does not appear to be answering honestly.
    15. 15. Step 6: Analyze Data Data cleaning Data analysis . . . data is checked to verify it has been correctly input from the collection form or computer file, and there are no problems such as missing data, suspicious response patterns, or outliers. . . . running tabulations and various statistical tests to identify relationships and determine if they are meaningful.
    16. 16. Step 7 : Communication  The Final stage in the marketing research process is to report the finding.  Those conducting the research will prepare a written report outlining what was researched and offer results.  The report or its presentation communicates the results to the client.

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