Week 1-Introduction to Marketing Research

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Managerial Problems Anticipatedl Briefyp l Knowledges l 1

by :

Ai Lili Yuliati, Dra, MM

Further Information:

Mobile: 0812 [email protected]


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Objectives

All about research;Research definition, research process, problem definition

Determine research design;

Qualitative & Quantitative research method

Data collection method and Forms;

Primary or secondary data, sampling procedure, questionnaire

Data processing and analysis;Cross-tabs, Chi-square, ANOVA, Multivariate analysis

Final Report and presentation


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Business Research

Formal communication link with the environmentto provide accurate and useful information for

better decision making (Churchill, 2005)

The function which links the consumer, the

customer, and public to the marketerthroughINFORMATION(AMA)


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Managerial Problems Anticipatedl Briefyp l Knowledges l

Used to identify and

define marketopportunities and

problems

Monitor business

performance

Improve understanding

of business as a process

Redefining Business Research

Generate, refine, and

evaluate business

performance


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Definition of Business Research

Business research is the systematic and objective

identification

collection

analysis

dissemination

and use of information

For the purpose of improving decision making related to the

identification and

solution of problems and opportunities in business.

5


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ResearchProcess

Relationshipamong the

Stages

in theResearchProcess

Determine Research Design

Analyze and Interpret the Data

Design Sample and Collect Data

Formulate Problem

Design Data Collection

Method and Forms

Prepare the Research Report


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Types of Research Designs

Exploratory Research (what?)

Designed to generate basic knowledge, clarify relevant issuesuncover variables associated with a problem, uncover informationneeds, and/or define alternatives for addressing researchobjectives.

A very flexible, open-ended process.

Descriptive Research (who, what, where, how) Designed to provide further insight into the research problem by

describing the variables of interest.

Can be used for profiling, defining, segmentation, estimating,predicting, and examining associative relationships.

Causal Research (If-then)

Designed to provide information on potential cause-and-effectrelationships.

Most practical in business to talk about associations or impact ofone variable on another.


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Types of Research Designs (2)

9

Exploratory

Research(Qualitative)

Causal

Research(Quantitative)

Descriptive

Research

(Quantitative)

Formulate problems more precisely

Develop Hypotheses

Establish priorities for research

Eliminate impractical ideas

Clarify concepts

Literature searchExperience survey

Analysis of select cases

Focus groups

Interviews

Projective tests

EthnographiesDescribe segment characteristics

Estimate proportion of people

who behave in a certain way

Make specific predictions

Longitudinal study

True panel

Omnibus panel

Sample Survey

Provide evidence regarding causalrelationships by means of:

Concomitant variation

Time order in which variables occur

Elimination other explanations

Laboratory experiment

Field experiment

Uses Types


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Types and Characteristics ofExploratory Studies

Literature Search Conceptual literature

Trade literature

Published statistics

Library homepage

Analysis of Selected Cases Intensive study of related cases or past activities

May be internal or external

Can help provide clues as to how other units or companieshave dealt with similar issues


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Types and Characteristics ofExploratory Studies (contd)

Experience Surveys (in-depth interviews,IDI) Knowledgeable people with varying points of view

Unstructured and informal interviews

Respondent free to choose issues to be discussed

Focus Groups Discussions (FGD) 8 to 10 people at one time

Relatively homogeneous groups

Multiple, heterogeneous groups

Group dynamics

Moderator is key

Relies on general topical guide with plenty of time forinteraction


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Types and Characteristics ofDescriptive Studies

Cross-Sectional Study Easily the most common type of research project.

Typically involves conducting a survey of a sample of populationelements at one point in time.

Useful because it provides a quick snapshot of whats going on with

the variables of interest for our research problem.

Longitudinal Study An investigation that involves taking repeated measures over time.

Useful for conducting trend analysis, tracking changes in behaviorover time (e.g., brand switching, levels of awareness, turnover) andmonitoring long-term effects of business activities (e.g., marketshare, pricing effects)

True panel vs. omnibus panel


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Causal Research Designs

Evidence to Support Causation Concomitant variation

If X is supposed to cause Y, then the two variables must move

together.

If one variable changes, we should observe a resulting change

in the other. Time order of occurrence

If X is supposed to cause Y, then changes in X must precede

changes in Y.

Elimination of other possible causes

If X causes Y, no other factor could have reasonably causedthe change in Y at that moment.

Must hold all other variables constant.


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Causal Research Designs (contd)

Experiments are the best way to satisfy elements of

causation.

May be Field ExperimentorLaboratory Experiment

Tradeoff between realism versus control

Examples of experimentation in business Market test (test business)

Advertising response (recall, affect, attitude toward adelements)

Promotional design (consumer response to promotional

deals, incentives, tie-ins Store layout and design

Product positioning

Color tracking and package design


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Comparison of Two Research Types

Qualitative Quantitative

1. Characteristics

2. Type of question

3. Number of resp.

4. Analysis

5. Interviewer

Qualification

6. Generalization

of result

Exploration

Open - ended

Small

Subjective

Special skills

required

Very limited

Descriptive

Hypothesis testing

Close ended

Large

Statistical

Less need for

special skills

Reasonable


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Hypothesis development

Theory

Researchdesign

Hypothesis

Managementexperience

Researchquestion

Researchpurpose

Exploratory

research


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Factor that Influence Business ResearchDecisions

Relevance

Timing

Availability of Data

Cost Benefit Analysis


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(1)Identifying theResearch

Problem/Opportunity

(2)Determine the

Research Design

(3)Determine Data

CollectionMethod

(4)Design Data

Collection Forms

(5)Design Sample

and Collect Data

(6)Analyzing the

Data

(7)Preparing andPresenting the

Report

(8)Follow-up

The business Research Process


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Step 1: Business Problem Translate Intoresearch Objectives

Management Problem/Questions Research Questions Research objectives

Should the organization offer

outplacement?

Which of the services should be offered?

Severance pay?

New emplacement assistance?

Personal counseling?

Job contacts?

Should the service be provide by in

house personnel or outside consultant

Do employees with ten or more years ofservice have different awareness levels,

etc. than employees with less than ten

years of service?

Are manager aware of outplacement service?

How concerted are managers about

outplacement service?

How do managers evaluate the need for

severance pay?

New-employment assistance?

Personal counseling?

Job contract?

What are the benefits of each out placement

service?

Would manager prefer in-house personnel or

outside consultants?

How much would each alternative cost?

Do answers to the above questions differ by

employees year of service?

To determine managers awareness using aided recall.

To measure managers satisfaction with exiting personnel

policies.

To obtain rating and ranking of the various outplacement

services

To identify perceived benefits and perceived disadvantages

of each out placement service.

To measure managers perceived benefits and

disadvantages of in house versus outside consultants to

measure managers preference of alternative if discharges

occurred to identify costs associated with each alternative

To compare using cross-tabulation levels of awareness,

evaluation, etc., managers with ten or more years of servicewith managers with less that ten years of service


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Step 2: Determine the Research Design

Research Design: the plan to

be followed to answer the

business research objectives;

the structure or framework tosolve a specific problem.

Exploratory, Descriptive,

Causal

Trade-offs


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Step 3: Determine Data Collection Method

Secondary vs. Primary

Survey research

Observation research Experiments


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Step 4: Design Data Collection Forms

What observation form or questionnaire will be

best suit the needs of the project?

Anonymous? Confidential?

Structured vs. open-ended

What types of rating scales?

What is the layout going to look like?


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Step 5: Design Sample and CollectData

Sample: a subset from a larger population

Probability vs. nonprobability sample

Number of respondents

Method of contact

Management of non-response

Detailed field instructions

Handling of data


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Purpose of the analysis is to interpret and draw

conclusions from the mass of collected data

Step 6: Analyzing the Data


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What is the purpose of writing the report?

Communicate the results to the decision makers

Convince the manager that the results are credibleand justified by the data collected

Evaluating research is likely to be of greater

importance in a business job than other aspects

of business research.

Evaluation of the research quality should be basedupon the research proposal.

Step 7: Preparing and Writing the Report


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Step 8: Follow Up

Implementation and measurement of research

findings

Interfunctional coordination facilitates the

implementation of findings.


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Science or Art?

Objectivity of Investigator

Unbiased

Procedural integrity

Accurate reporting

Accuracy of Measurement

Valid and Reliable Meaningful and useful

Appropriate design (sample, execution)

Open-minded to Findings

Willing to refute expectations

Acknowledge limitations


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Error in Research designTOTAL Error

SamplingError

NonsamplingError

Design

Errors

Nonresponse

Errors

Response

Error

Administering

Errors

Selection error

Population

Specification

Error

Sampling frame

Error

Surrogate

InformationError

Measurement

Error

Experimental

error

Data error

Intentional

unintentional

Questioning

Error

Recording error

Interference

error

Failure to

Contact all

Incomplete

Responses


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business Research Proposal

1. Executive summary

2. Background

3. Problem definition/objectives of the research

4. Research Questions

5. Research design6. Field work/data collection

7. Data analysis

8. Reporting

9. Cost and time (time line)

10. Appendices


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Indira Rachmawati, ST, MSM

Further Information:Mobile: 0812 2329408

[email protected]

[email protected]

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Week 1-Introduction to Marketing Research

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