MARKETING RESEARCH PART 5 doc

Ch 5 4The Significance of Research Design designs that can be successfully matched to given problems and research objectives, and they serve the researcher much like the blueprint serves

Research Design

Ch 5 2

Research Design

decisions that make up the master

plan specifying the methods and

procedures for collecting and

analyzing the needed information

Ch 5 3

The Significance of Research Design

objective may be unique there are

enough similarities that allow us to

make some decisions in advance

about the best plan to resolve the

problem

Ch 5 4

The Significance of Research Design

designs that can be successfully

matched to given problems and

research objectives, and they serve the researcher much like the blueprint serves the builder

Ch 5 5

Types of Research Design

• Three traditional categories:

– Descriptive

design depends largely on the

objectives of the research and how much is known about the problem

and research objectives

Ch 5 6

Basic Research Objectives and

Research Design

Research Objective Appropriate Design

To gain background information, Exploratory

to define terms, to clarify

problems and hypotheses,

to establish research priorities

To describe and measure marketing Descriptive

phenomena at a point in time

To determine causality, Causal

to make “if-then” statements

design is a step-by-step process in terms of the order in which design should be carried out Many research projects use only one design.

Ch 5 8

Exploratory Research

commonly unstructured, informal

research that is undertaken to gain

background information about the

general nature of the research

problem

formal set of objectives, sample plan,

or questionnaire

Ch 5 9

Exploratory Research

researcher does not know much

about the problems

conducted at the outset of research projects

– Clarify Problems and Hypothesis

(refine research objectives)

– Establish Research Priorities

•Many questions; many sources

•Defining the problem; getting a “feel”

Ch 5 12

Descriptive Research

describe answers to questions of

who, what, where, when, and how

when we wish to project a study’s

findings to a larger population, if the study’s sample is representative

Ch 5 14

Classification of Descriptive

Research Studies

units from a sample of the population

at only one point in time

sectional studies whose samples are drawn in such a way as to be representative of a specific

population

presented with a margin of error

Ch 5 15

Classification of Descriptive

Research Studies

“snapshots” of the population at a

point in time

Ch 5 16

Classification of Descriptive

Research Studies

measure the same sample units of a population over time

of a panel which represents sample units who have agreed to answer

questions at periodic intervals

panels of consumers.

Ch 5 17

Descriptive Research

•Many questions; one or few sources

•Formal sample and questionnaire Panel Results

Ch 5 18

Marketing Research Panels

members the same questions on

each panel measurement

from one panel measurement to the next

omnibus (“including or covering many things or classes”)

Ch 5 19

Marketing Research Panels –

Discontinuous Panels

advantage of being able to access

large groups of people who have

made themselves available for

research

sources of information that may be

quickly accessed for a wide variety of purposes

Ch 5 20

Marketing Research Panels –

Continuous Panels

differently from discontinuous panels in that one may use data from continuous panels to gain insights into changes in consumers’ purchases, attitudes, etc

are used to illustrate how consumers change brands, and market-tracking

studies track some variable of interest over time

Ch 5 21

market share to Milk Bone Target

Milk Bones with a strategy to win

back market share

Ch 5 23

Ch 5 24

Longitudinal Data Analysis

50 families to Beggar’s Bits

Beggar’s Bits families

Beggar’s Bits families

competition…Not Milk Bone!

through the use of experiments.

Ch 5 26

Experiments

manipulating an independent variable

to see how it affects a dependent

variable, while also controlling the

effects of additional extraneous

variables

Ch 5 27

Independent Variable

variables which the researcher has control over and wishes to

manipulate

expenditure; type of ad appeal;

price; product features, etc

Ch 5 28

Dependent Variables

variables that we have little or no

direct control over, yet we have a

strong interest in

investment, net profits, market share, customer satisfaction

Ch 5 29

Extraneous Variables

variables that may have some effect

on a dependent variable yet are not independent variables

controlled through proper

experimental design

Ch 5 30

Experimental Design

for devising an experimental setting such that a change in a dependent

variable may be attributed solely to the change in an independent

variable

Ch 5 32

Pretest and Posttest

the dependent variable taken prior to changing the independent variable

dependent variable after changing

the independent variable

Ch 5 33

A “True” Experimental Design

that truly isolates the effects of the

independent variable on the

dependent variable while controlling for the effects of any extraneous

variables

Ch 5 35

Control of Extraneous

Variables

subjects have not been exposed to

the change in the independent

variable

has been exposed to a change in the experimental variable

Ch 5 36

A “True” Experimental Design

– Control group: O3 O4

Ch 5 37

How Valid are Experiments?

• An experiment is valid if it has:

the extent to which the change in the dependent variable is actually due to the change in the

independent variable

Ch 5 38

How Valid are Experiments?

• An experiment is valid if it has:

– External validity: which refers to the extent that the relationship

observed between the independent and dependent variables during the experiment is generalizable to the

“real world.”

Ch 5 39

Types of Experiments

which the independent variable is

manipulated and measures of the

dependent variable are taken in a

contrived, artificial setting for the

purpose of controlling the many

possible extraneous variables that

may affect the dependent variable

Ch 5 40

Types of Experiments

the independent variables are

manipulated and the measurements

of the dependent variable are made

on test units in their natural setting

Ch 5 41

Test Marketing

commonly used to indicate an

experiment, study, or test that is

conducted in a field setting

– To test sales potential for a new

product or service

mix for a product or service

Ch 5 42

Types of Test Markets

the firm tests the product and/or

marketing mix variables through the company’s normal distribution

channels

are conducted by outside research

firms that guarantee distribution of

the product through prespecified

types and numbers of distributors

Ch 5 43

Types of Test Markets

a panel of customers have agreed to

carry identification cards that each

consumer presents when buying goods and services

Ch 5 44

Types of Test Markets

a limited amount of data on consumer response to a new product is fed into a model containing certain assumptions regarding planned marketing

programs, which generate likely sales volume

Ch 5 45

Test Markets

consumer markets and industrial B2B markets as well

• Lead country test market: test

marketing conducted in specific

foreign countries that seem good

predictors for an entire continent

Ch 5 46

Criteria for Selecting Test

Markets

match the total market?

are isolated markets; Los Angeles is

not

Ch 5 47

Criteria for Selecting Test

Markets

• Ability to control distribution and

promotion: Are there preexisting

arrangements to distribute the new

product in selected channels of

distribution? Are local media designed

to test variations of promotional

messages?

Ch 5 48

Test Marketing

• Pros:

forecasting future sales

– Allows firms the opportunity to

pretest marketing mix variables