Type of Research

8/2/2019 Type of Research

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Research DesignResearch Design

1. Design exploratory, descriptive and/ or causal phases of the

research

2. Specify information needs

3. Specify the measures and scales

4. Questionnaire design & pretest

5. Specify samp ling process & sample size

6. Data Analysis Plan

All of the above six steps must be completed p rior to any d ata collection

Framework or bluepr int for condu cting the marketing research p roject

Details the procedures necessary for solving the Marketing

Research Problem

Componen ts of a research design


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FIGURE 4.1 A Classification of Marketin g Research DesignsFIGURE 4.1 A Classification of Marketin g Research Designs


ExploratoryExploratory


ConclusiveConclusive


Descriptive ResearchDescriptive ResearchCausalCausal

ResearchResearch

Cross-SectionalCross-Sectional

DesignDesign

LongitudinalLongitudinal

DesignDesign

SingleSingle


MultipleMultiple


Important Note: The Typical MR Project

MR Project uses 2 of the 3 Research designs in

conjunction

11

22 33


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Recognizing and definingRecognizing and defining

decision problemdecision problem

Exploratory researchExploratory research

Identifying coursesIdentifying courses

of actionof action

Evaluating coursesEvaluating courses

of actionof action

Conclusive researchConclusive research

Selecting a courseSelecting a course

of actionof action

Performance-monitoringPerformance-monitoring

researchresearchImplementingImplementing

1. Descriptive1. Descriptive

2. Causal2. Causal

FeedbackFeedback

MKTG. DECISION-

MAKING PROCESS


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Table 4.2 A Comparison of Basic Research D esignsTable 4.2 A Comparison of Basic Research Designs

Exploratory

Objective:

Characteristics:

Methods:

Discovery of ideas an d insights

Flexible

Versatile

Often the front end of total

research design

Expert surveys

Pilot surveys

Case studies

Secondary d ata

Qualitative research

Describe market char acteristics

or functions

Marked by th e prior formulation

of specific hypoth eses

Preplanned and structured

design

Secondary d ata

Surveys

Panels

Observational and other d ata

Determine cause an d effect

relationships

Manipu lation of one or more

independent variables

Control of other m ediating

variables

Experiments

IMPORTANT CONCEPT: The Marketing Managers Causal Mod el based on Judgm ent &Experience

MKTG. = M.R. + MKTG.. Mgr.'s

DECISION INFO CAUSAL MODEL

Descrip tive Causal


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Three Research Ap proaches

Research Purpose Research Question Hypothesis

Exploratory research1. What new product should be

developed?

2. What product appeal will be

effective in adv ertising?

3. How can our service be

improved?

What alternative ways are there to

provide lunches for school children?

What benefits do people seek from the

product?

What is the nature of any customer

dissatisfaction?

------------------

Constructs unknown

Susp ect that an image of

impersonalization is a problem

EXP

L

Descript iv e research

4. How should a new product be

distributed?

5. What should be the target

segment?

6. How should our product be

changed?

Where do people now bu y similar

products?

What kinds of people now bu y the

product, and w ho buys our brand?

What is our current image?

Upper-class buyers use specialty stores

and midd le-class buyers usedepartm ent stores.

Older people buy our brand , whereas

the young m arrieds are heavy users of

competitors.

We are regarded as being

conservatives and behind the times.

Causal research

7. Will an increase in the service

staff be pro fitable?

8. Which advertising program for

pu blic transit should be run?

9. Should a new budget or no

frills class of airfare be

introduced?

What is the relationsh ip of size of

service staff and revenu e?

What wou ld get people out of cars and

into p ublic transit?

Will the no frills airfare generate

sufficient new p assengers to offset the

loss of revenue from existing

passengers switching from economyclass?

For small organizations an increase

of 50% or less will generate marg inal

revenu e in excess of marginal costs.

Advertising program A g enerates

more new riders than p rogram B.

The new airfare will attract su fficient

revenue from new passengers.

C

O

N

C

L

U

S

I

V

E


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The Uncertainty Associated With the ResearchThe Uncertainty Associated With the Research

Problem D etermines the Research MethodologyProblem D etermines the Research Methodology

Exploratory research Descrip tive research Causal research

Decreasing certain ty Increasing certain ty

Unaware of problem Aware of problem Problem clearly defined

Our sales are

declining and w e

dont know why

What kinds of

people buy our

product? Who buys

our competitors

products?

Would buyers

prefer this new

package design?

Degree of

problem

definition

Possible

situation

faced

Would buyers be

interested in this

new produ ct

idea?

What features do

buyers prefer in our

product?

Which of these

two ad campaigns

is more effective?


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Relationsh ip Amon g the Research D esignsRelationship Amon g the Research D esigns

Descriptive

Research

Exploratory

Research

Causal

Research

1

2

1R

3R

3

2R


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DESCRIPTIVE RESEARCHDESCRIPTIVE RESEARCH

Table 4.4 Cross-Sectional Data May Not Show ChangeTable 4.4 Cross-Sectional Data May Not Show Change

TIME PERIOD

Brand Purchased

Period 1

Survey

Period 2

Survey

Brand A

Brand B

Brand C

200

300

500

1000

200

300

500

1000


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DESCRIPTIVE RESEARCHDESCRIPTIVE RESEARCH

Table 4.5 Longitud inal Data May Show Substantial Chan geTable 4.5 Longitud inal Data May Show Substantial Chan ge

BRAND PURCHASED IN PERIOD 2

Brand A

Brand A

Brand B

Brand C

100

25

75

200

50

100

150

300

Brand B Brand C

Brand

purchased

in Period 1

50

175

275

500

200

300

500

1000

DIAGONAL ENTRIES REPEAT PURCHASERS

OFF-DIAGONAL ENTRIES SWITCHERS

(BOXED)


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Table 4.3Table 4.3 Relative Advantages and Disadvan tages ofRelative Advantages and Disadvan tages of

Longitud inal an d Cross-Sectional D esignsLongitud inal an d Cross-Sectional D esigns

Evaluation

Criteria

Cross-Sectional

Design

Longitudinal

Design

Detecting change

Large amount of

data collection

Accuracy

Representative

sampling

Response bias

-

-

-

+

+

+

+

+

-

-

Note: A + ind icates a relative advantage over the other design

whereas a - indicates a relative disadvantage.


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The Best Marketin g Researchers Use:

The Concept of Backward M arketin g ResearchThe Concept of Backward M arketin g Research


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TYPES OF DATA IN MARKETING RESEARCHTYPES OF DATA IN MARKETING RESEARCH

Table 5.1 A Comparison of Primary and Second ary DataTable 5.1 A Comparison of Primary and Second ary Data

PRIMARY Data collected by the researcher for the specific

pu rpose of addressing the research problem at

hand

SECONDARY Data previously collected for other purposes

PRIMARY DATA SECONDARY DATA

Collection pu rpose

Collection process

Collection cost

Collection time

For the problem at hand

Very involved

High

Long

For other problems

Rapid and easy

Relatively low

Short

RELATE TO SCOPE OF MARKETING RESEARCH PROJECT

IMPORTANT NO TE: Second ary data requ ires more interp retation & analysis


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Second ary DataSecondary Data

AdvantagesAdvantages

* May provide a better un derstandin g of research

problem

* May provide a solution

* May aid in d esigning method for primary research

* May alert researcher to unforeseen p roblems

* May provide necessary backgroun d information and

build creativity for the research rep ort


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Advantages of Secondary DataAdvan tages of Secondary Data

Readily available

Inexpensive to find

Alternative to p rimary data collection

Alert researcher to p otential prob lem areas

Clarify research p roblems and hypoth eses

Provide p ossible solution to marketing p roblems


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Second ary DataSecondary Data

* Lack of availability

* Lack of relevance

* Inaccurate data

* Insufficient data

BIAS?

OLD

DATA

ACCURACY

UNKNOWN

UNITS OF MEASUREMENT

DEFINITION OF CLASSES

Q: To use or not to use?

A: Trade-off limitations with advantages

AT A MINIMUM Use secondary data for STEP 2STEP 2 of the Mktg..

Research Process (Developing an Approach to

the Problem, pg. 25)

LimitationsLimitations


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Disadvantages of Second ary DataDisadvantages of Secondary Data

Units of measuremen t may be d ifferent

un its instead of dollars

Statistical procedu res may be misleadin g

ind ices on very large bases

Class or category definitions m ay d iffer

categories of $10,000 when

$20,000 is n eed ed

Ou tdated pub lications1990 Census data no longer valid

Reliability, validity, accuracy problems

key segments n ot represented


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Figure 5.1 A Classification of Secondary DataFigure 5.1 A Classification of Secondary Data

Secondary

Data

In ternal External

Ready to

Use

Require

Further

Processing

Published

Materials

Computerized

Databases

Syndicated

Services

Sales and Cost Data

by

Product

Geography

Customers

Time


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Figure 5.2 A Classification of Published Secondary SourcesFigure 5.2 A Classification of Published Secondary Sources

PublishedSecondary

Data

General

BusinessSources

Government

Sources

Published

MaterialsCensus

Data

Other

Government

PublicationsGuides Directories Indexes

Statistical

Data

Findex Business

Periodicals

Index

Predicasts

F&S Ind ex

Sales & Mktg.

Mgmt. Survey

of Buying

Power


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CENSUS DATACENSUS DATA

Easy access

Reasonable price Accurate

Machine readable

1990 census of

population and housing

tabulation &

pu blication program

CENSUS OF POPULATION

CENSUS O F HOUSING

MANUFACTURING

RETAIL TRADE

WHOLESALE TRADETRANSPORTATION

AGRICULTURE

BUSINESS

{

SOME CENSUS DATA IS ESTIMATED RATHER THAN BASED ON A

COUNT

(Note: The H omer Babb idge Library is the official repository for censu s information )


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SUBJECTS IN THE 1990 CENSUS CLASSIFIED AS CO MPLETE-COUNT OR SAMPLE ITEMS

Population Housing

Items collected at every household (complete-count items)

Household type

SexRaceAgeMarital statusSpanish/Hispanic origin or descent

Number of units at address

Complete plumbing facilitiesNumber of roomsTenure (whether the unit is owned or rented)Condominium identification 1

Value of home (for owner-occupied units and condominiums)Rent (for renter-occupied units)Vacant for rent, for sale, and so forth; and period of vacancy

Additional items collected at sample households*

School enrollment

Educational attainmentState or foreign country of birthCitizenship and year of immigrationCurrent language and English proficiencyAncestryPlace of residence 5 years agoActivity 5 years agoVeteran status and period of service

Presence of disability or handicapChildren ever bornMarital history

Employment status last weekHours worked last weekPlace of workTravel time to workMeans of transportation to workPersons in carpoolYear last worked

IndustryOccupationClass of worker

Work in 1989 and weeks looking for work in 1989Amount of income by source1 and total income in 1989

Type of unit

Stories in building and presence of elevatorYear builtYear moved into this house1Acreage and crop salesSource of waterSewage disposalHeating equipmentFuels used for house heating, water heating, and cookingPresence of solar heatCosts of utilities and fuelsComplete kitchen facilitiesNumber of bedrooms

Number of bathroomsTelephone

Number of automobilesNumber of light trucks and vansHomeowner shelter costs for mortgage, real-estate taxes, andhazard insurance

NOTE: Census definitions change fromtime to time


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1 Changed relative to 1980.

* For most areas of the country in 1990, one out of every six housing units or households received the sample form. Areas estimated to contain 2500 or fewer persons in 1980 had a 3-out-of-every-6

sampling rate, which is required in order to obtain reliable statistics needed for participation in certain federal programs.

Source:The 1990 Census Questionnaire (American Demographics, 1989).

SUBJECTS IN THE 1990 CENSUS CLASSIFIED AS CO MPLETE-COUNT OR SAMPLE ITEMS

(continued)

Population Housing

FamiliesFamily type and sizePoverty statusPopulation densitySize of place

Persons per room (crowding)Household sizePlumbing facilitiesInstitutions and other group quartersGross rentFarm residence

Derived variables (illustrative examples)


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Resellers of Censu s In formationResellers of Census In formation

MERGE census & other data

Private comp anies have formed a grow th

industry

Fast, efficient, means of accessing censusinformation

New p rodu cts such as computer graphics

and geographic information systems

(Man y of th ese com pan ies adver t ise inAm erican Dem ograp hics

m agazine ) available in t h e Library


23/25

Figure 5.3 A Classification of Comp uterized DatabasesFigure 5.3 A Classification of Computerized Databases

Computerized

Databases

On-line Off-line

Bibliographic

Databases

Numeric

Databases

Full-Text

Databases

Directory

Databases

Special

Purpose

Databases

LEXIS

NEXIS

CONNECTICUT

DATA MANAGER

ABI/ INFORM

WILSON

BUSINESS

ABSTRACTS the best source of info. on CT?


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TABLE 5.2 Selected Offerings of the Popu lar On-Line Vend orsTABLE 5.2 Selected Offerings of the Popu lar On-Line Vendors

DOW JONES DIALOG COMPUSERVE

Disclosure II

Dow Jones New s

Current Quotes

Wall Street Jour nal

Academic Am erican

Encyclopedia

Cineman Movie Reviews

AP News

Comp*U*StoreOA G

Disclosure II (busin ess

database)

Management Contents

Stand ard & Poors Corporate

Description

Books in Print

Electron ic Yellow Pages

Magazine Index

AP NewsOA G

Stand ard & Poors General

Information File

Washington Post

World Book Encyclopedia

Microquote (stock

information)

Business Informa tion Wire

AP News

Comp*U*StoreOA G


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Figure 6.1 A Classification of Mark eting Research D ataFigure 6.1 A Classification of Mark eting Research Data

MarketingResearch Data

Secondary

Data

Primary

Data

Qualitative

Data

Quantitative

Data

Descrip tive Causal

Survey Data Observational

& Other Data

Experimental

Data

Exploratory

Exploratory

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