Role of Market Research

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Role of Market Research
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors
Utility of marketing research . . . gt Market
research aids decision making but does not
substitute for it. gt Too often, research reports
become the final answer to problems.
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Limitations of Market Research
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors

• The most carefully executed research can be
  fraught with errors. and theres a lot that was
  not carefully executed
• Marketing research does not forecast what will
  happen in the future.
• Decisions should incorporate prior knowledge and
  experience and other relevant factors.

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The Research Process The Five Ps
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors
PURPOSE OF THE RESEARCH
PLAN OF THE RESEARCH
PERFORMANCE OF THE RESEARCH
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PROCESSING OF RESEARCH DATA
PREPARATION OF RESEARCH REPORT
FIGURE 2-1
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The Research Plan Basics
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors
The research plan is the blueprint Just like you
cant build a house without a blueprint, you
cant conduct research without a research
plan And You can bet your house will not match
the blueprint, your research will differ from the
plan
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The Research Plan Basics
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors
Primary vs. Secondary Data gt Primary Collected
specifically for the problem under study. gt
Secondary Previously collected data that can be
used for the current problem.
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The Research Plan Basics
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors
Qualitative vs. Quantitative Research gt
Qualitative Face-to-face interviews like focus
groups, observation, textual analysis and long
interviews, without mathematical concern gt
Quantitative Systematic procedures to obtain
data like observational research, surveys,
experiments and mathematical modeling
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Qualitative vs Quantitative
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors
Neither is better. One is often more or less
appropriate under certain circumstances to
address certain problems Very often, they are
used together, to develop the best information to
address a problem
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Data Collection Methods
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors
Survey Ask them Observation Watch
them Experiment Attempt to establish cause and
effect
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Sampling Method Who do you ask, watch, etc?
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors
Probability Samples simple random, stratified,
cluster Nonprobability convenience, quota,
judgment
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Conducting Research
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors

• A cardinal rule of collecting data -- obtain and
  record the maximal amount of useful data, subject
  to the constraints of time, money and a
  respondent privacy.
• Processing research data includes preparation of
  data for analysis and analysis of them.

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Conducting Research
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors
3. Assessing research results by identifying
relationships among variables or differences
between groups. 4. Preparation of the research
report by making it clear and unambiguous with
strategic recommendations.
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Research Limitations Refers to specifically to
test marketing
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors

• Test market areas do not represent the full
  marketplace.
• Sample size and design have been formulated
  incorrectly. New coke
• Pretest measurements of competitive brand sales
  have been not made or made inaccurately.
• Test scores do not give complete support for the
  study.

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Research Limitations
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors
5. Test market products are offered at
unprofitable levels. 6. Researchers ignore
factors that influence sales. 7. The test
marketing ends before consumers repurchase the
product.
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Software Support (MIS)
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors

• Three types of software
• Database management software--for sorting and
  retrieving data
• Model base management software to manipulate
  data and
• A dialog system that allows for exploration of
  data and produces information for decision making.

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Statistical Techniques
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors
Analysis of variance (ANOVA) Used for examining
whether different samples came from populations
with equal means Conjoint analysis Which
respondents valuations of attributes are inferred
from the preferences they express. Which product
features do you prefer? Cluster analysis
Developing empirical grouping of objects based on
a set of measures Correlation analysis
Determining linear relationships between variables
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Statistical Techniques
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors
Cross tabulation involves counting the number
of cases that fall into several categories when
the categories are based on more than one
variable Discriminant analysis used to model
the relationships between criterion and a set of
predictor variables Factor Analysis body of
techniques concerned with the interrelationships
between variables
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Statistical Techniques
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors
Mutidimensional scaling where peoples
perceptions of the similarity of objects and
their preferences among them are measured and
plotted in a multidimensional space Regression
analysis used to derive an equation that
relates a single criterion variable to one or
more predictor variables
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Research Ethics
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors
RESPONSIBILITIES TO RESPONDENTS

• Preserving respondent anonymity
• Avoiding mental stress for respondents
• Avoiding questions detrimental to respondents
• Avoiding use of dangerous equipment of techniques
• Avoiding deception
• Avoiding coercion

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Research Ethics
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors
RESPONSIBILITIES TO CLIENTS

• Providing confidentiality
• Providing technical integrity
• Providing administrative integrity
• Providing guidance on research usage

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Research Ethics
Chapter Two Role of Marketing Research Limitations
of Marketing Research The Research Process The
Research Plan Conducting Research Research
Limitations Software Support Statistical
Techniques Research Ethics The Authors
RESPONSIBILITIES TO EMPLOYEES

• Creating an ethical work environment
• Avoiding opportunities for unethical behavior

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Table 2-3 Source Gilbert A Churchill, Jr. and
Dawn Iacobucci