This document discusses different types of research design, with a focus on exploratory research. It defines exploratory research as aiming to gain insights and ideas, especially to break down broad problems into more specific subproblems. Exploratory research is often an initial step used to form hypotheses and priorities before descriptive or causal research. Methods can include literature reviews, surveys, focus groups, and case studies. The goal is to better understand an issue without preconceived notions before defining how to measure or test it.
236 chapter 6 information systems for marketing decisions.docxeugeniadean34240
236 chapter 6 information systems for marketing decisions
the marketing research process 235
THE MARKETING RESEARCH PROCESS
224 chapter 6 information systems for marketing decisions
the marketing research process 225
226 chapter 6 information systems for marketing decisions
Marketing research process
A process used to collect data about marketing programs, external environments, and consumer markets In an attempt to improve the quality of marketing.
The marketing research process is undertaken to answer a wide variety of questions, which might include: "Where do our guests come from? How frequently do people dine out in this area? In what types of restaurants do they most frequently dine? If the seating capacity of a restaurant is expanded by 20 percent, what impact will this have on sales and profits? If the city builds a new convention center, how many additional room nights is that likely to bring to the city?"
Conducting market research is not an inexpensive proposition, and when research is undertaken, care must be taken to ensure that proper methods are used. This is true whether the hospitality organization conducts its own market research or relies on external consultants. Market research data are only as good as the methodology used. If poor methodology is used, the results are not likely to describe the situation accurately, and marketing decisions based on this information are not likely to be very appropriate. Figure 6.3 contains the five steps involved in the marketing research process.
(
Define the problem
) (
Analyzt
the data
<
r
Prepare the final report
Collect the data
)figure 6.3 • The marketing research process.
224 chapter 6 information systems for marketing decisions
the marketing research process 225
226 chapter 6 information systems for marketing decisions
Step 1: Define the Problem
Before initiating any marketing research effort, a firm must decide whether marketing research is necessary. In general, marketing research should be undertaken if it clarifies a problem that could impact your business, if it helps in selecting between alternatives for achieving marketing objectives, if it assists in gaining a competitive advantage, or if it provides useful information on your markets.1 Marketing research may not be needed if the information is already available, there is insufficient time for marketing research, resources are not available, or costs of conducting the research outweigh the potential benefits of having the information.
If the decision is made to proceed with the marketing research, the research problem should be clearly defined. What does the research effort propose to do? What types of questions need to be asked? What solutions are sought? A strong tendency among all researchers, especially novice researchers, is to rush into data collection without giving adequate thought to defining the problem. This tendency should be vigorously avoided. A small amount of time sp.
Start Garden: Defining Your Target CustomerEmily Gremel
A presentation for entrepreneurs and marketers that discusses the importance of defining your target market. Research basics are outlined, and basic steps for developing and executing a research plan are outlined. The basics of consumer profiles and personas are touched on. The presentation also discusses the benefits and uses of a defined target market, and how to utilize it inside and outside your organization.
Presented for Start Garden in Grand Rapids, MI. http://startgarden.com
The process of market research can be done through deploying surveys, interacting with a group of people, also known as a sample, conducting interviews, and .
236 chapter 6 information systems for marketing decisions.docxeugeniadean34240
236 chapter 6 information systems for marketing decisions
the marketing research process 235
THE MARKETING RESEARCH PROCESS
224 chapter 6 information systems for marketing decisions
the marketing research process 225
226 chapter 6 information systems for marketing decisions
Marketing research process
A process used to collect data about marketing programs, external environments, and consumer markets In an attempt to improve the quality of marketing.
The marketing research process is undertaken to answer a wide variety of questions, which might include: "Where do our guests come from? How frequently do people dine out in this area? In what types of restaurants do they most frequently dine? If the seating capacity of a restaurant is expanded by 20 percent, what impact will this have on sales and profits? If the city builds a new convention center, how many additional room nights is that likely to bring to the city?"
Conducting market research is not an inexpensive proposition, and when research is undertaken, care must be taken to ensure that proper methods are used. This is true whether the hospitality organization conducts its own market research or relies on external consultants. Market research data are only as good as the methodology used. If poor methodology is used, the results are not likely to describe the situation accurately, and marketing decisions based on this information are not likely to be very appropriate. Figure 6.3 contains the five steps involved in the marketing research process.
(
Define the problem
) (
Analyzt
the data
<
r
Prepare the final report
Collect the data
)figure 6.3 • The marketing research process.
224 chapter 6 information systems for marketing decisions
the marketing research process 225
226 chapter 6 information systems for marketing decisions
Step 1: Define the Problem
Before initiating any marketing research effort, a firm must decide whether marketing research is necessary. In general, marketing research should be undertaken if it clarifies a problem that could impact your business, if it helps in selecting between alternatives for achieving marketing objectives, if it assists in gaining a competitive advantage, or if it provides useful information on your markets.1 Marketing research may not be needed if the information is already available, there is insufficient time for marketing research, resources are not available, or costs of conducting the research outweigh the potential benefits of having the information.
If the decision is made to proceed with the marketing research, the research problem should be clearly defined. What does the research effort propose to do? What types of questions need to be asked? What solutions are sought? A strong tendency among all researchers, especially novice researchers, is to rush into data collection without giving adequate thought to defining the problem. This tendency should be vigorously avoided. A small amount of time sp.
Start Garden: Defining Your Target CustomerEmily Gremel
A presentation for entrepreneurs and marketers that discusses the importance of defining your target market. Research basics are outlined, and basic steps for developing and executing a research plan are outlined. The basics of consumer profiles and personas are touched on. The presentation also discusses the benefits and uses of a defined target market, and how to utilize it inside and outside your organization.
Presented for Start Garden in Grand Rapids, MI. http://startgarden.com
The process of market research can be done through deploying surveys, interacting with a group of people, also known as a sample, conducting interviews, and .
A presentation outlining what primary research is and how to conduct and analyze it. The presentation compares primary and secondary research. It walks the audience through selecting research objectives and methods, how to draft a study, and how to recruit appropriate respondents. It discusses interview techniques and provides some basics on analyzing data and drawing conclusions. This presentation is aimed at start-ups and entrepreneurs looking to conduct their own research on modest budgets and timelines.
Strategic Market Research (Chapter 4): Obtaining the Depth Required for InsightMatthew A. Gilbert, MBA
What determines whether market research makes a difference for an organization? The difference is the approach. Strategic market research is an approach that makes a large impact on the companies that use it. In Strategic Market Research, author Anne Beall shares her unique approach for conducting market research. In addition to talking about qualitative as well as quantitative research, Strategic Market Research provides real-life examples of how these concepts have been applied in businesses and non-profit organizations. Implementinga the strategic approach from the beginning to the end of a project provides information that inspires and changes organizations.
A presentation outlining what primary research is and how to conduct and analyze it. The presentation compares primary and secondary research. It walks the audience through selecting research objectives and methods, how to draft a study, and how to recruit appropriate respondents. It discusses interview techniques and provides some basics on analyzing data and drawing conclusions. This presentation is aimed at start-ups and entrepreneurs looking to conduct their own research on modest budgets and timelines.
Strategic Market Research (Chapter 4): Obtaining the Depth Required for InsightMatthew A. Gilbert, MBA
What determines whether market research makes a difference for an organization? The difference is the approach. Strategic market research is an approach that makes a large impact on the companies that use it. In Strategic Market Research, author Anne Beall shares her unique approach for conducting market research. In addition to talking about qualitative as well as quantitative research, Strategic Market Research provides real-life examples of how these concepts have been applied in businesses and non-profit organizations. Implementinga the strategic approach from the beginning to the end of a project provides information that inspires and changes organizations.
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
Normal Labour/ Stages of Labour/ Mechanism of LabourWasim Ak
Normal labor is also termed spontaneous labor, defined as the natural physiological process through which the fetus, placenta, and membranes are expelled from the uterus through the birth canal at term (37 to 42 weeks
Thinking of getting a dog? Be aware that breeds like Pit Bulls, Rottweilers, and German Shepherds can be loyal and dangerous. Proper training and socialization are crucial to preventing aggressive behaviors. Ensure safety by understanding their needs and always supervising interactions. Stay safe, and enjoy your furry friends!
The simplified electron and muon model, Oscillating Spacetime: The Foundation...RitikBhardwaj56
Discover the Simplified Electron and Muon Model: A New Wave-Based Approach to Understanding Particles delves into a groundbreaking theory that presents electrons and muons as rotating soliton waves within oscillating spacetime. Geared towards students, researchers, and science buffs, this book breaks down complex ideas into simple explanations. It covers topics such as electron waves, temporal dynamics, and the implications of this model on particle physics. With clear illustrations and easy-to-follow explanations, readers will gain a new outlook on the universe's fundamental nature.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
MATATAG CURRICULUM: ASSESSING THE READINESS OF ELEM. PUBLIC SCHOOL TEACHERS I...NelTorrente
In this research, it concludes that while the readiness of teachers in Caloocan City to implement the MATATAG Curriculum is generally positive, targeted efforts in professional development, resource distribution, support networks, and comprehensive preparation can address the existing gaps and ensure successful curriculum implementation.
2. Transparency 5.1
Research design
RESEARCH DESIGN
The framework or plan for a study that guides the
collection and analysis of the data.
The detailed blueprint used to guide a research study
toward its objectives.
3. Building a house without a detailed blueprint;
the final product – the planned (desired
product).
4. Conducting a marketing research
without a detailed blueprint resembles
building a house without a plan.
In this situation, research findings
may differ widely from what was
desired by user of research.
6. Thus the research design ensures that
the study;
will be relevant to the problem
and
will use economical procedures
7. In research design efforts,
the most significant decision is the
choice of research approach, because it
determines how the information will be
obtained. Typical questions:
Should we rely on secondary sources such as the
census
What is more appropriate, an exploratory approach
with group discussions or a survey?
Is a mail, telephone, or personal interview survey
better for this problem?
9. Descriptive Research
Research design in which the major
emphasis is on determining the
frequency with which something
occurs or the relationship between two
variables.
10. Transparency 5.3
Casual research
Causal Research
Research design in which the major
emphasis is on determining cause-and-
effect relationships.
Typically take the form of experiences,
since experiments are best suited to
determine cause and effect.
12. Example: Disposable Diaper market
Brand X’s share of disposable diaper market is
slipping. Why? (explatory study)
Brand X is an economy-priced diaper and it is
designed to compete with low-cost-store brand
diapers. Families with children have more money
than when the brand was first introduced and are
willing to pay that our market share would
decrease. (descriptive study)
Why parents are willing to pay more for higher-
quality diapers if so what features such as better
fit or greater absorbency were most important
them. (causal study)
13. In the early stages of research, companies
usually lack sufficient understanding of the
problem to formulate specific hypotheses. There
may be several tentative explanations for a
given marketing phenomenon.
Ex : sales are off because the company’s price is
too high, company’s dealers are not doing the job
as they should, or advertisements are weak, and
so on.
Exploratory research is used to establish priorities in
studying these competing explanations and their influence
on
15. Exploratory study is often an initial step. When
researchers begin an investigation, it stands to reason
that they lack a great deal of knowledge about the
problem. Consider ;
mavi’s share of unisex shirts market is slipping. Why?
This statement is too broad to serve as a guide for
research. To narrow and refine it would logically be
accomplished with exploratory research , in which the
emphasis would be on finding possible
explanations for the sales decrease.
The tentative explanations would then serve as specific
guides for descriptive or causal studies.
16. Exploratory research is useful for establishing
priorities among research questions and for
learning about the practical problems of carrying
out the research.
What kinds of questions will respondents be able to
answer?
What are the barriers to contacting the
appropriate respondents?
When should the study be conducted?
17. In sum, Exploratory Research is used any or all of
the following purposes:
Formulating a problem for more precise
investigation,
Developing hypothesis,
Establishing priorities for several competing
explanations.
Increasing the researcher's familiarity with the
problem,
Gathering information about practical problems of
carrying out research on particular issues
Clarifying concepts
18. Exploratory study may be used to clarify concepts.
For instance, if marketing management is planning
a change in service policy to increase dealer
satisfaction, an exploratory study may be used
1 ) to clarify what is meant by dealer satisfaction
2 ) to develop a method by which dealer
satisfaction could be measured.
19. Types of exploratory research
Literature search
Experience survey
Focus groups
Analysis of selected cases
21. Transparency 5.7
Seven Characteristics of Good Focus Group Moderators
SEVEN CHARACTERISTICS OF GOOD
FOCUS GROUP MODERATORS
Superior Listening Ability
Excellent Short-Term Auditory memory
Well Organized
A Quick Learner
High Energy Level
Personable
Well-Above-Average Intelligence
22. Transparency 5.9
Analysis of selected cases
ANALYSIS OF SELECTED CASES
Intensive study of selected examples of the
phenomenon of interest.