MARKET RESEARCH Marketing Management Session 5 October 3, 1997

SESSION OUTLINE Different types of data Secondary data Types of research plans Collection methods Sampling Questionnaire design McDonald’s Corporation

TYPES OF DATA

RESEARCH PLANS Exploratory research –identify issues –first stage of descriptive or causal research Descriptive research –describe phenomenon –representative sample Causal research –experimentation

EXPLORATORY RESEARCH Small, homogeneous samples Qualitative data Focus groups In-depth interviews

DESCRIPTIVE RESEARCH Representative sample Surveys: –personal interviews –telephone interviews –mail questionnaires Statistical analysis

CAUSAL RESEARCH Apply different treatments to more than one sample Measure difference of effects Field experiments Laboratory experiments

SAMPLING Define sample universe Choose sampling method: –random sampling –quotas –convenience Choose sampling procedure: –random numbers –every 5th person

QUESTIONNAIRE Content: –topics –order of questions –types of questions (open/closed) Labeling: –ambiguity –double-barreled questions –choice of answers