4.05 Understand marketing-research design considerations to evaluate their appropriateness for the research problem/issue 4.00 Understand promotion and intermediate uses of marketing-information.

Research Design Describe general purposes of marketing research (e.g., explain, predict, monitor, discover, test hypotheses). Explain the relationship between the research design and the purpose of the research. The design is based on what is being researched, so the two must be matched in order to succeed Determining the research purpose sets the stage for the rest of the research plan

Research Design Discuss the purposes of using descriptive research. To find out why (the root cause) Explain the purposes of using exploratory research. To learn more about an issue, competitor, current customers, potential customers To understand

Research Design Distinguish between descriptive and exploratory research. Descriptive helps me find out what is going on Exploratory helps me understand something better Describe the purposes of using causal research. what impact a specific change will have on existing business (cause and effect)

5-148 5-149 Sources of Data Distinguish between primary and secondary marketing research. Primary – talk with your own customers Secondary – look up or use someone else’s study Describe occasions for using primary sources of marketing research data. Unique situation that hasn’t been studied before Only applies to your customers Discuss primary sources of marketing research data. Surveys (phone, face-to-face, mailings, etc.)

Sources of Data Describe advantages/disadvantages of primary marketing research. Advantages – Talking to my customers, accurate for my company Disadvantages – high cost, I might not have the expertise Explain types of primary research (i.e., quantitative and qualitative). Explain occasions for using secondary sources of marketing research data. Study has been done and applies to my customers I don’t have the resources or funds to do primary

Sources of Data Describe secondary sources of marketing research data (i.e., internal and external). Describe advantages/disadvantages with using internal sources of secondary data. Advantage – Already have it Disadvantage – Might not fit the problem we have Explain reasons that businesses need to analyze external data. Might not understand what is in the data Before using it to solve a problem we have to understand what it means

Sources of Data Explain advantages/disadvantages of secondary marketing research. Advantages – Usually less expensive, might already have been analyzed, saves time Disadvantages – Might not work for our situation, might be corrupted Discuss reasons for outsourcing marketing research activities. We don’t have the expertise in-house Study would demand too many resources

Sampling Discuss the advantages of using a sample to represent the population. There are often difficulties measuring whole populations because: - The large size of many populations Inaccessibility of some of the population - Some populations are so difficult to get access to that only a sample can be used. E.g. prisoners, people with severe mental illness, disaster survivors etc. The inaccessibility may be associated with cost or time or just access. Destructiveness of the observation- Sometimes the very act of observing the desired characteristic of the product destroys it for the intended use. Good examples of this occur in quality control. E.g. to determine the quality of a fuse and whether it is defective, it must be destroyed. Therefore if you tested all the fuses, all would be destroyed. • Accuracy and sampling - A sample may be more accurate than the total study population. A badly identified population can provide less reliable information than a carefully obtained sample. http://www.thh.nhs.uk/documents/_Departments/Research/InfoSheets/16_sampling_research.pdf

Sampling Explain when it is appropriate to use a sample of the population. We obtain a sample of the population for many reasons as it is usually not practical and almost never economical to test the whole population Distinguish between probability and non- probability sample designs. The difference between nonprobability and probability sampling is that nonprobability sampling does not involve random selection and probability sampling does

Sampling Explain types of non-probability sample designs Accidental, Haphazard or Convenience Sampling – “man on the street” Purposive Sampling - usually would have one or more specific predefined groups we are seeking http://www.socialresearchmethods.net/kb/sampnon.php

Sampling Describe types of probability sample designs. Simple Random Sampling - akin to pulling a number out of a hat Stratified Random Sampling - dividing the population into subgroups based on variables known about those subgroups, and then taking a simple random sample of each subgroup Cluster Sampling -useful for those who know little about the population they’re studying. First, the researcher would divide the population into clusters (usually geographic boundaries). Then, the researcher randomly samples the clusters Multistage Sampling - the most complex sampling strategy. The researcher combines simpler sampling methods to address sampling needs in the most effective way possible http://jamiemcintosh.suite101.com/probability-sampling-techniques-a45963#ixzz1fwwFQDbn

Sampling Explain types of sampling bias/errors. Sampling error can make a sample unrepresentative of its population. Sampling error comprises the differences between the sample and the population that are due solely to the particular participants that have been selected. Sampling bias - Sampling bias is a tendency to favor the selection of participants that have particular characteristics Non-sampling error (measurement error) - A non- sampling error is an error that results solely from the manner in which the observations are made.

Explain types of sampling bias/errors. Cont. The interviewers effect - No two interviewers are alike and the same person may provide different answers to different interviewers The respondent effect – Participants may deliberately give incorrect answers (for many reasons). This type of error is the most difficult to prevent because it results from out right deceit Knowing the study purpose - Knowing why a study is being conducted may create incorrect responses http://www.thh.nhs.uk/documents/_Departments/Research/InfoSheets/16_sampling_research.pdf

Sampling Discuss the purpose of sampling plans. Allows the study to meet the objective by sampling the correct population Explain the components of a sampling plan. Accurate representation of the total population being studied - the sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population Sampling unit—determining who is to be surveyed Sample size—determining the number of people to be surveyed Sampling procedure—determining how the respondents should be chosen http://www.referenceforbusiness.com/management/Mar-No/Marketing-Research.html#ixzz1fx13kgI5 Objective selection Objective testing