1. Marketing Research Process Marketing Research is Systematic and Objective  It is not haphazard

2. Marketing Research Process

3. Notes on the Research Process Not a Simple Process Steps do not Take the Same Amount of Time Objective is Information for Decision Making (not Completing a Report) Key is to develop a design which minimizes “Total Error”  Total Error = Sampling Error + Non-sampling Error Cannot calculate non-sampling error

4. Problem Formulation Key is to define the problem Problem Definition – broad statement of the general problem and identification of research problem Requires Interaction Between Researcher & Manager Specification of Management & Research Objectives  What information is needed? Development of Hypotheses (in the “Ideal World”)  Statement of what we think the answer might be May require “research”

5. Research Design Exploratory Research -- Help Define Problem and/or Develop Hypotheses Descriptive Research -- Describing the Marketplace Causal Research -- Developing Cause-and- Effect Statements

6. Research Design Exploratory Research  Research completed to help reduce the ambiguity of a problem and/or specify hypotheses  Often performed without applying purely “scientific” principles  Typically return to “Problem Formulation” stage when this step is completed  NOTE: In recent times researchers are using exploratory methods for descriptive studies (more on this next week)

7. Research Design Descriptive Research  Research used to describe the characteristics of a population  Key is to make sure that you utilize a representative sample of the population

8. Research Design Causal (Experimental) Research  Research used to identify cause-and-effect relationships  Scientific principles must be carefully employed (i.e., experimentation)  More than saying “if x happens, y is likely to occur” (concomitant variation) Want to say “x causes y”

9. Design of Data Collection Method & Forms Secondary vs. Primary Data  Secondary Data -- data collected for purposes other than the focal study, but applied to the present problem (e.g., Nielsen Television Ratings)  Primary Data -- data gathered exclusively for the study at hand (e.g., Customer Satisfaction Study for Maytag Neptune)

10. Design of Data Collection Method & Forms Communication (Survey) vs. Observation  Communication (Survey) Involves communication with a set of respondents  Observation Monitor the actions of a set of respondents  Advantages of each?

11. Sample Design & Data Collection Who do we talk to (or observe)?  Identification of sample frame How many people do we talk to?  Sample Size Must gather the data -- actually talk to respondents or observe them

12. Analysis & Interpretation of Data Objective -- turn Raw Data into Information Screen the Data (i.e., does the data look like the information we need?) Edit the Data (e.g., is the data usable?) Code the Data (i.e., turn responses into numbers) Analyze the Data (counts & statistical analyses)

13. Research Report Clear, Concise & Communicate

14. Problem Formulation “A problem is half solved when it is defined”  Anonymous Key Steps in Problem Formulation  Meet with Client  Clarify Problem / Opportunity  State Manager’s Decision Problem  Develop Full Range of Possible Research Problems  Select the Research Problem that is best represents Managerial Problem  Prepare Research Request Agreement

15. Problem Formulation How can this needed communication (between researcher and manager) be facilitated?  Research Request Agreement Force manager to write out the request  Clearly articulate why research is needed  Research Proposal system Propose what you can do, how long it will take to do it, and how much it will cost  Facilitates communication

16. Problem Formulation Research Request Agreement (Prepared by Manager)  ORIGIN The events that led to the manager’s decision problem  DECISION PROBLEM The underlying question confronting the manager  RESEARCH PROBLEMS The range of research problems that would provide input to the decision problem  USE The way each piece of information will be used  TARGETS AND THEIR SUBGROUPS The groups from whom the information must be gathered  LOGISTICS Estimates of time and money that are available to conduct the research

17. Problem Formulation Research Proposal (Prepared by Researcher) – generated in response to the Research Request Agreement  Tentative project title  Statement of the marketing problem  Purpose and limits of the project  Outline  Data sources and research methodology  Estimate of time and personnel requirements  Cost estimates

18. Problem Formulation What follows the “Research Proposal”?  Negotiation between manager and researcher  When agreement is reached Both parties sign

19. The Future and Research Design Future trends  Sampling – greater access to research respondents (primarily via the Internet) Test hypotheses with greater precision Disaggregation of samples  Ability to break down results by segment  Pre-testing of Marketing Stimuli Can create and test electronically  Technology provides the ability to “create” and test electronic ads Creation and testing of products  Conjoint analysis allows the design of “optimal” products  Test attribute levels prior to test markets

20. The Future and Research Design Future trends  Analysis and Reporting Ability to integrate data from differing parts of the world immediately  Creation of MIS On-line experiments (different stimuli sent to certain customers – track responses with technology)

21. Marketing Research & Ethics Researchers needs to be ethical Avoid these issues  Misidentification of respondents  Misrepresentation of results  Sales disguised as research

22. Marketing Research & Ethics Researchers absolutely need to be concerned about ethics  Ethical practices enhance the public’s acceptance of marketing research  Ethical practices can improve marketers’ sensitivity to their customers  Ethical practices can help forestall government intervention and regulation

23. Marketing Research & Ethics What Researchers owe Respondents  Duty not to engage in deceptive practices  Duty not to invade privacy  Duty to manifest concern for respondents

24. Marketing Research & Ethics What Researchers owe Clients  Forthright research designs Avoid unneeded research Designs that fit the budget of the clients  Researchers’ responsibilities No over billing Confidentiality Eliminate conflicts of interest

25. Marketing Research What Researchers owe the Public  Accurate reporting No incomplete reports No misleading reports  Objective Reporting

26. Organizational Issues in MR Gathering Marketing Research Information  Level 1: Organizations have a need for information to help them make decisions  Level 2: Research Suppliers Custom and syndicated research providers Design and obtain needed studies  Level 3: Data Collectors Field service organizations  Personal / Telephone interviewers  Focus group facilitators  Level 4: Respondents

27. Organizational Issues in MR Marketing Research Successes  Works best when organizations have a commitment to research (top management commitment) View research as in investment (not a cost) Work with Level 2, 3, and 4 organizations as partners  Share mission, objectives, etc. Watch for these danger signals  Magic techniques (there is no magic)  Guaranteed solutions (no guarantees – you are gathering information to help make decisions)

28. Organizational Issues in MR Marketing Research Successes Watch for these danger signals (continued)  Price variance – cheapest may not be the best (but may not be the worst) Making research successful  Clear objectives  Build relationships with Levels 2, 3, and 4  View research as a process (one study may not get it done)