1. 3. RESEARCH PROCESS AND
RESEARCH DESIGN
3.1
The Nature of Marketing Research
Design
2. 2
The
research process
involves
1.identifying a management problem or
opportunity;
2.translating that problem/opportunity
into a research problem;
3.and collecting, analyzing, and
reporting the information specified in
the research problem.
3. 3
A
mangement problem
deals with decisions
managers must make.
4. A
research problem
deals with providing information
that will help management
make better decisions.
4
5. 5
Marketing research design
is the specification of proceedures for
collecting and analyzing the data necessary
to help identify or react to a problem or
opportunity, such that the difference
between the cost of obtaining various levels
of accuracy and the expected value of the
information associsated with each level of
accuracy is maximized.
6. The
specification of proceedures
involve decisions on
i) what information to generate,
ii) the data collection method,
iii) the measurement approach,
iv) the object to be measured,
v) and the way in which the data are to
be analyzed.
6
7. The
data
are to be collected to help
identify or react to a problem
or opportunity.
7
9. The
efficient collection of
data
relevant to a decision requires a clear
definition of the problem/opportunity.
9
10. 10
Information has value.
Information acquires value as it
helps improve decisions.
11. 11
Varying
levels of accuracy
of information can be generated in
response to the same problem.
Infromation accuracy
is affected by the occurence of a
number of potential errors.
12. 12
The
goal of
applied research design
is not to generate the most accurate
information possible. Rather, the
objective is to generate the most
valuable information in relation to the
cost of generating the information.
13. 13
Research design
for purposes other than
solving applied business problems
will have
different characteristics.
15. 1.The steps in the design process interact
and often occur simultaneously.
2.However we begin with a general order of
procedures/steps.
3.These steps involve decisions in
designing a research project.
4.Furthermore, there is a constant
reconsiderations of earlier decisions in
light of the later decisions.
16. 1: Define the Research Problem
• Research problem definition involves
specifying the information needed
by management.
• Research problem definition involves
four interrelated steps:
17. Interrelated steps
1. Management problem/opportunity
clarification.
2. Situation analysis
3. Model development
4. Specification of information
requirements
19. Situation Analysis
• It involves reviewing company
records, appropriate secondary
sources such as census data, sales
figure, economic indicators, and so
on;
• And interviews with knowledgeable
individuals
20. Model Development
• A model is a description of the
outcomes that are desired, the
relevant variables, and the
relationships of the variables to the
outcomes.
21. Specification of Information
Requirements
• Research provides information relevant to the
decisions faced by the executives.
• The best approach for ensuring that any data
collected is indeed relevant is to ask questions
concerning the ultimate use of the data.
• Given this finding, what would the firm do?
22. Categories of Research
• Type of information determines the
type of research.
1. Exploratory
2. Descriptive
3. Causal
23. Exploratory Research
• Discovers the general nature of the
problem and the variables that relate
to it. It practices a high degree of
flexibility, and it tends to rely on
secondary data, convenience and
judgment samples.
24. Descriptive Research
• It focuses on the accurate description of the
variables in the problem model. Consumer
profile studies, market potential studies,
product usage studies, attitude surveys, sales
analyses, media research, and price surveys
are examples of descriptive research.
• Secondary data and survey.
25. Causal Research
• It attempts to specify the nature of the
functional relationship between two or
more variables in the problem model.
For example, studies on the effectiveness
of advertising generally attempt to
discover the extent to which advertising
causes sales or attitude change.
26. 2: Estimate the Value of Information
• Research should be conducted only
when it is expected that the value of
the information to be obtained will
be greater than the cost of obtaining
it.
27. 3: Select the Data Collection Approach
• There are three basic data
collection approaches in marketing
research:
1. Secondary data
2. Survey data
3. Experimental data
28. Secondary Research
• Utilization of data that were
developed for other purposes.
• Internal secondary data: data
generated within the organization
itself.
• External Secondary data: data
generated by the external sources
29. Survey Research
• Systematic collection of information
directly from respondents.
1. Telephone interviews
2. Mail interviews
3. Personal interviews: home/intercept
4. Computer interviews
30. Experimental Research
• The researcher manipulates one or more
variables in such a way that its effect on
one or more other variables can be
measured.
• Laboratory experiments:
–basic designs: impact of 1 variable
–statistical design
32. 4: Select the Measurement Technique
• There are four basic measurement
techniques used in marketing research:
1. Questionnaires
2. Attitude scales
3. Observation
4. Depth interview
33. Questionnaire
• It is a formalized instrument for
asking information directly from
respondents concerning behavior,
demographic characteristics, level of
knowledge, and/or attitudes, beliefs,
and feelings.
34. Attitude Scales
• It is a formalized instrument for
eliciting self reports of beliefs and
feelings concerning an object(s).
35. Observation
• The direct examination of behavior,
the results of behavior, or
physiological changes.
36. Projective Techniques and Depth
Interviews
• These are designed to gather
information that respondents are either
unable or unwilling to provide in
response to direct questioning.
• Projective techniques: express feelings
• Depth interview: express with freedom
37. Which Method to Select
• Selection is influenced primarily by the nature
of the information required and secondarily
by the value of the information.
• Characteristics of the research design also
determine the selection of data collection
technique.
38. 5. Select the Sample.
1. Population: who can provide the information
2. Sample Frame: lsit of population members
3. Sampling unit: decide the basis (ind. Blocks)
4. Sampling Method: how to select sample
4.1 Probability and 4.2 Non-probaility
5. Smple Size: how many members to be included
6. Sample Plan: method for selecting and contacting
7. Execution: carry out the sampling plan
38
39. 6. Select the Method(s) of Analysis
• Data is useful only after analysis.
• Data analysis involves converting a series
of recorded informations into descriptive
statements and/or inference about
relatioships.
39
40. 7. Evaluate the Ethics of the Research
• Individual’s right to privacy
• Individual’s right to seek knowledge.
• Incomplete reporting
• Misleading reporting
• Nonobjective research
• See Chapter 23
40
41. 8. Estimate Time and Financial
Requirement
• Estimate the resource requirements: T & F
• The program evaluation review techinque
(PERT): involves dividing the totla research
project into its smallest component activities,
determining the sequence in which these
activities must be performed, and attaching a
time estimate for each activity. Estimates of
finance must include the direct and indirect
manpower cost, materials, transportation, etc.
41
42. 9. Prepare the Research Proposal
• The research design process provides the
researcher with a guide for conducting and
controlling the research project. This design is
written in the form of a research proposal.
The research proposal helps ensure that the
decision maker and the researcher are still in
agreement on the basic management
problem, the information required, and the
research approach.
42
43. Elements of the Research Proposal
1. Excuitive Summary: a brief statement of
all points
2. Background: a statement of the
management problem and factors that
influence it.
3. Objectives: a description of the types of
the data the research project will
43
44. 44
generate and how these data are relevant
to management problem. A statement of
the value of information should generally
be included.
4. Research Approach: a non-technical
description of data-collection method,
measurement instrument, sample and
analytical techniques.
45. 45
5. Time and Cost Requirements: an
explanation of the time and cost s
required by the planned methodology
accompanied by a PERT chart.
6. Technical Appendixes: any statistical or
detailed information in which only one or
few of the potential readers may be
interested.
