Module 2

Uses of Causal Research

-To understand which variables are the cause and effect of a phenomenon -To determine the nature of the relationship between the causal variables and the effect to be predicted

11 steps in the marketing research process

1. Establish the need for marketing research 2. Define the problem 3. Establish research objectives 4. Determine research design 5. Identify information types and sources 6. Determine methods of accessing data 7. Design data collection forms 8. Determine the sample plan and size 9. Collect data 10. Analyze data 11. Prepare and present the final research report

what did Einstein say about problem definition

A problem well defined is a problem half solved If incorrectly defined, all else is wasted effort

Action Standards

An action standard is a predesignation of some quantity of a measured attribute or characteristic that must be achieved for a research objective for a predetermined action to take place. Require you to make important decisions before you collect your information and serve as clear guidelines for action once research is over

Hypotheses

Are statements of decision alternative's assumed consequences

Information Gaps

Are the basis for establishing research objectives Researcher should ask questions about current information state to desired information state

Issues in International Marketing Research

Environmental and cultural differences, what may be good for one country may not be appropriate for another lots of effort goes into ensuring equivalence and comparability of secondary and primary data obtained from different countries

What are the three designs in the Determine Research Design phase

Exploratory - unable to define problem Descriptive - describe target market Causal - test hypothesis

Cross-sectional Design & advantage

Fixed sample or samples of population elements is measured at one point in time - Representative sampling - Response bias

Longitudinal Designs & advantage

Fixed sample or samples of population elements is measured repeatedly on the same variables Differs from cross-sectional as samples remain same over time - Detecting change - Large amount of data collection - Accuracy

What is the criteria for the stage of establishing research objectives? (4)

From whom the information should be gathered What information is needed The unit of measurement used to gather information Word questions used to gather information in the respondents frame of reference

Respondent Error

Inability Error Unwillingness Error

Role of managers in the Problem Definition stage of the marketing research process

Managers must ask do they have enough information already available to make the decision Should not conduct research "just to know something" Takes time and money to conduct Managers must define the problem by identifying decision alternatives

what is the process for defining the problem in the marketing research process?

No universal process

Descriptive Research Design Objective, Characteristics, Methods

Objective □ Describe market characteristics/functions Characteristics □ Preplanned, structured design □ Information needed is clearly defined □ Marked by prior formulation of specific hypotheses Methods □ Secondary data: quantitative analysis □ Surveys, panels, observation, other data

Exploratory Research Design Objective, Characteristics, Methods

Objective □ Discover ideas/insights Characteristics □ Front end of total research design □ Flexible, versatile □ Information needed is defined loosely □ Sample is small and nonrepresentative □ Analysis of primary data is qualitative Methods □ Expert surveys, pilot surveys, case studies □ Secondary data: qualitative analysis □ Qualitative research

Causal Research Design Objective, Characteristics, Methods

Objective □ Test specific hypotheses and examine relationships Characteristics □ Information needed in clearly defined □ Manipulation of one or more independent variables to measure effect of dependent variable □ Research process is formal and structured □ Sample is large and representative □ Data analysis is quantitative Causal □Experiments

How should a survey be worded?

Objectively, clearly, without bias

4 types of online communities

Open to public □ No member number limit Completely private □ primarily built for discovery and insight purposes (MROCs - Marketing Research Online Communities) □ Usually restrict membership Closed By invitation only

Identify Information Types and Sources

Primary information: information collected specifically for the problem at hand Secondary information: information already collected

Problem vs Opportunity

Problem: Gap between what was supposed to happen and what actually happen (failure to meet objective) Opportunity: Gap between what did happen and what could have (chance for advancement)

what are Consequences of alternatives

Results of marketing actions Most likely consequences we anticipate with each decision alternative If not known marketing research can help us to predict

Role of a research during the problem definition phase of the marketing research process

Should ensure managers are defining problems correctly should resist the temptation to go with the first definition suggested Should conduct their own investigation If researcher cannot convince the manager to abandon ill-defined problem, they are confronted with an ethical dilemma

When should a Situation Analysis happen in the Problem Definition stage of the marketing research process? Who should conduct it? Why?

Should happen if manger feels something is wrong Situation analysis should be conducted by researcher Should also conduct to ensure the problem is properly defined

Marketing Research Proposal contains what? (5)

States the problem Specifies research objectives Details research method Contains time table Contains budget

What are Symptoms in Problem Recognition?

Symptoms are signals that alert of the problem "Sales are down" shouldn't mix symptoms with the actual problem Important to determine all possible causes Researchers should narrow to most likely factor/symptom

what is the purpose of Establishing Research Objectives

Tells researchers how to obtain information necessary to allow manager to choose between decision alternatives Objectives are dependent on problem but are different as they state what the researcher must do State what information must be produced by the researcher to solve problem tells researchers what information is needed to help managers choose between the decision alternatives

When is Marketing Research Not Needed (4)

The information is already available The timing is wrong Funds are not available Costs outweigh the benefits

Sample

a subset of the population

what does a sample size determine

accuracy of findings

Non-sampling Error

can be attributed to sources other than sampling errors in problem definition, approach, scales, questionnaire design, interviewing methods, data preparation, analysis) consist of non-response errors and response errors

are errors in collecting data intentional or unintentional?

can be both

Why is descriptive and longitudinal research difficult in international marketing research

consumer panels are not often available

How can Social Networks be helpful in marketing research

eliminate the cost of building and maintain traditional panels in marketing research Key is to analyze each social network and choose which closely matches to the research objectives

Population

entire group that researcher wishes to make inferences about

what happens at the analyze data phase of the marketing research process

generalization of values generated from sample data to population and how to test hypotheses

What is worse than having a problem to solve?

have a problem and not be aware of it

Sample Plans

how each sample element is to be drawn from total population

why are causal experiments hard to do in international marketing research

marketing support infrastructure (retailing, wholesaling, advertising, promotion development) is often lacking

should you use the jargon that each industry has when framing questions to use to gather information for the marketing research process?

no!!

Single Cross-sectional

only one sample of respondents and information is obtained from this sample only once

What is the most important step in the marketing research process

problem definition

Response error

respondents give inaccurate answers or answers are misrecorded/analyzed

Non-response error

respondents included in the sample do not respond

Multiple Cross-sectional

two or more samples of respondents and information from each sample only once

Total Error

variation between true and observed mean value in the population of the variable of interest

Random Sampling Error

variation between true mean value for population vs original sample

Difference between social network panels and traditional marketing research panels

□ Membership is voluntary □ Reputations are earned by winning the trust of other members □ Mission and governance is defined by the community members themselves □ Roles are determined by the researcher □ Governed by well defined regulations

Interviewer Error

◊ Respondent Selection Error ◊ Questioning Error ◊ Recording Error ◊ Cheating Error

Researcher error

◊ Surrogate Information Error ◊ Measurement Error ◊ Population Definition Error ◊ Sampling Frame Error ◊ Data Analysis Error

Determining Methods of Accessing Data 4 choices when obtaining data

○ A person asks questions ○ Use computer assisted questioning ○ Allow respondents to answer questions without computer assistance ○ Use combination of above three methods

Uses of Descriptive Research

○ Describe characteristics of relevant groups ○ Estimate percentage of units in specified population exhibiting a behavior ○ Determine perceptions of product characteristics ○ Determine degree to which marketing variables are associated ○ Make specific predictions

Uses of Exploratory Research

○ Formulate a problem or define a problem more precisely ○ Identify alternative courses of action ○ Develop hypotheses ○ Isolate key variables and relationships for further examination ○ Gain insights for developing an approach to the problem ○ Establish priorities for further research

What are the different company policies on the need for marketing research

○ Not conducting marketing research ○ Conducting different types on a continuous basis at specified intervals ○ Certain types for particular situations ○ Marketing research conducted "as needed" basis (Should be done this way) ○ Preference type for research (focus groups)