1. The Marketing Research Process

2. TYPES OF RESEARCH EXPLORATORY DESCRIPTIVE CAUSAL

3. Exploratory Research (Unaware of Problem) “Our sales are declining and we don’t know why.” “Would people be interested in our new product idea?” DEGREE OF PROBLEM DEFINITION possible situation

4. Exploratory ResearchDescriptive Research (Unaware of Problem)(Aware of Problem) “Our sales are declining and “What kind of people are buying we don’t know why.”our product? Who buys our competitor’s product?” “Would people be interested in our new product idea?”“What features do buyers prefer in our product?” DEGREE OF PROBLEM DEFINITION possible situation

5. Exploratory ResearchDescriptive ResearchCausal Research (Unaware of Problem)(Aware of Problem)(Problem Clearly Defined) “Our sales are declining and “What kind of people are buying“Will buyers purchase more of we don’t know why.”our product? Who buys ourour products in a new package? competitor’s product?” “Would people be interested “Which of two advertising in our new product idea?”“What features do buyers prefercampaigns is more effective?” in our product?” DEGREE OF PROBLEM DEFINITION possible situation

6. COMPLETELY CERTAIN ABSOLUTE AMBIGUITY CAUSAL OR DESCRIPTIVE EXPLORATORY UNCERTAINTY INFLUENCES THE TYPE OF RESEARCH

7. EXPLORATORY RESEARCH INITIAL RESEARCH CONDUCTED TO CLARIFY AND DEFINE THE NATURE OF A PROBLEM DOES NOT PROVIDE CONCLUSIVE EVIDENCE SUBSEQUENT RESEARCH EXPECTED

8. EXPLORATORY RESEARCH TECHNIQUES SECONDARY DATA (HISTORICAL DATA) PILOT STUDY/FOCUS GROUPS EXPERIENCE SURVEY

9. DESCRIPTIVE RESEARCH DESCRIBES CHARACTERISTICS OF A POPULATION OR PHENOMENON SOME UNDERSTANDING OF THE NATURE OF THE PROBLEM

10. I keep six honest serving men, (they taught me all I knew), their names are what, and why, and when, and how, and where and who.” --Rudyard Kipling --Rudyard Kipling

11. CAUSAL RESEARCH The Hypothesis AN UNPROVEN PROPOSITION A POSSIBLE SOLUTION TO A PROBLEM GUESS

12. CAUSAL RESEARCH CONDUCTED TO IDENTIFY CAUSE AND EFFECT RELATIONSHIPS CONDUCT EXPERIMENTS ON PEOPLE –Treat People Differently and See How They Respond –Notice if There are Differences Based on Variables You Can Not Control

13. Does Smoking Cause Cancer? Exploratory Research

14. Does Smoking Cause Cancer? Exploratory Research “In twenty five years, involved in the care of patients with lung cancer, more than 3000 cases, taking a careful history of smoking in all patients, I have never seen a case of small cell lung cancer in a non-smoker; nor have I ever seen a case of large cell undifferentiated lung cancer in a non-smoker. I have seen one case of squamous cancer in a non-smoker.” Frederic W. Grannis Jr. M.D http://ourworld.compuserve.com/homepages/LungCancer/

15. Does Smoking Cause Cancer? Descriptive Research

16. Does Smoking Cause Cancer? Descriptive Research Gather Information on Smoking and Lung Cancer

17. Does Smoking Cause Cancer? Descriptive Research Gather Information on Smoking and Lung Cancer

18. Does Smoking Cause Cancer? Does the Survey Show Smoking Causes Cancer? What are the possible Hypotheses/Interpretations? –Smoking Causes Cancer –Lung Cancer Causes Smoking –People Who Tend to Like Smoking Also Tend to Get Cancer

19. Does Smoking Cause Cancer? Causal Research Experimental Design Approach –Randomly Select Individuals from a Population –Randomly Divide the into Two Groups –Force People in One Group to Smoke Regularly, Force Other Group to Never Smoke

20. Does Smoking Cause Cancer? Causal Research Scientific Approach –Scientists have worked on demonstrated that at a molecular level cancer is caused by carcinogens contained in tobacco,

21. “The formulation of the problem is often more essential than its solution” Albert Einstein

22. Defining the Problem Results in Clear Cut Research Objectives Symptom Detection Problem Definition Statement of Research Objectives Analysis of the Situation Exploratory Research (Optional)

23. RESEARCH PROPOSAL A WRITTEN STATEMENT OF THE RESEARCH DESIGN THAT INCLUDES A STATEMENT EXPLAINING THE PURPOSE OF THE STUDY. DETAILED OUTLINE OF PROCEDURES ASSOCIATED WITH A PARTICULAR METHODOLOGY

24. Problem Definition OrganizationSymptoms Based on Symptom True Problem Twenty-year-old neighborhood swimming association in a major city. Membership has been declining for years. New water park with wave pool and water slides moved into town a few years ago. Neighborhood residents prefer the expensive water park and have negative image of swimming pool. Demographic changes: Children in this 20- year-old neighborhood have grown up. Older residents no longer swim anywhere.

26. Review Remember Exam #1 Next Class Period