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1 Marketing Research Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides

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Presentation on theme: "1 Marketing Research Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides"— Presentation transcript:

1 1 Marketing Research Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides

2 Marketing Research 9th Edition Aaker, Kumar, Day Chapter Four Research Design and Implementation

3 Marketing Research 9th Edition Aaker, Kumar, Day Research Design The detailed blueprint to guide the implementation of a research study toward the realization of its objectives

4 Marketing Research 9th Edition Aaker, Kumar, Day Research Design and Implementation

5 Marketing Research 9th Edition Aaker, Kumar, Day Preliminary Planning Stage

6 Marketing Research 9th Edition Aaker, Kumar, Day Research Design

7 Marketing Research 9th Edition Aaker, Kumar, Day Implementation

8 Marketing Research 9th Edition Aaker, Kumar, Day Types of Research Exploratory 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 Descriptive Research Provides an accurate snapshot of some aspect of the market environment Causal Research Used when it is necessary to show that one variable causes or determines the values of other variables

9 Marketing Research 9th Edition Aaker, Kumar, Day Detective Funnel Many research studies use combination of all three research techniques: Exploratory techniques - generate all possible reasons for a problem Descriptive and Causal approaches - narrow the possible causes

10 Marketing Research 9th Edition Aaker, Kumar, Day Relationship between Data Collection Method and Category of Research

11 Marketing Research 9th Edition Aaker, Kumar, Day Research Tactics and Implementation Once the research approach has been chosen: Develop: The specifics of measurements Plan for choosing the sample Methods of analysis

12 Marketing Research 9th Edition Aaker, Kumar, Day Errors in Research Design Two Types of Errors: Sampling error Non-sampling error Sampling Error Difference between a measure obtained from a sample of population and the true measure that can be obtained only from the entire population Nonsampling Error All other errors associated with a research project

13 Marketing Research 9th Edition Aaker, Kumar, Day Errors in Research Design (cont.)

14 Marketing Research 9th Edition Aaker, Kumar, Day Budgeting the Research Project Two approaches to budgeting: Estimate the dollar costs associated with each research activity Used for unusual or expensive projects Determine 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 research activity costs

15 Marketing Research 9th Edition Aaker, Kumar, Day Scheduling the Research Project Identifies personnel accountable for each task within a given time period Scheduling techniques: Critical path method (CPM) Program evaluation & review techniques (PERT) GANTT charts Graphical evaluation & review techniques (GERT)

16 Marketing Research 9th Edition Aaker, Kumar, Day Research Proposal Describes a plan for conducting and controlling a research project Basis for a written contract between manager and researcher Provides a vehicle for reviewing important decisions Used to choose among competing suppliers and to influence the decision to fund the proposed study

17 Marketing Research 9th Edition Aaker, Kumar, Day Basic Contents of a Research Proposal Executive Summary Research design Research purpose and objective Time and Cost Estimates Appendices

18 Marketing Research 9th Edition Aaker, Kumar, Day Designing International Marketing Research Greater attention to issues as: Understanding the nature and type of information sought Defining the relevant unit of analysis Formulating problems, variable specifications and categories Identifying and selecting sources of information Availability and comparability of data

19 Marketing Research 9th Edition Aaker, Kumar, Day Designing International Marketing Research (contd.) Achieving equivalence of samples and measures across countries and cultures Identifying the degree of centralization of the research Coordinating research across countries Finding errors in the research design Learning the cost of conducting research in multiple countries

20 Marketing Research 9th Edition Aaker, Kumar, Day Issues in International Research Design Determining information requirements Determining the unit of analysis Achieving the equivalence of construct, measurement, sample and analysis

21 Marketing Research 9th Edition Aaker, Kumar, Day Determining Information Requirements Consider level and type of decision for which research is conducted Two types of decisions Strategic Tactical

22 Marketing Research 9th Edition Aaker, Kumar, Day Determining Information Requirements (cont.) 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

23 Marketing Research 9th Edition Aaker, Kumar, Day Determining Information Requirements (cont.) 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

24 Marketing Research 9th Edition Aaker, Kumar, Day 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 Similar segments across countries

25 Marketing Research 9th Edition Aaker, Kumar, Day Construct, Measurement, Sample, and Analysis Equivalence Construct 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?” 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?” Sampling Equivalence "Are the samples used in countries X and Y equivalent?"

26 Marketing Research 9th Edition Aaker, Kumar, Day Key Pitfalls in Conducting an 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 Lack of systematic international communication procedures Misinterpreting multi-country data across countries Not understanding international differences in conducting qualitative research


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