Research DesignThe Marketing Research Process Q Master plan for research Q Identifies the need for primary versus secondary data... Research DesignThe Marketing Research Process Primary
Trang 1Research Design
The Marketing Research Process
Q Master plan for research
Q Identifies the need for primary versus secondary data
Trang 2Research Design
The Marketing Research Process
Primary Data
Q Information or
statistics collected for
the first time during a
marketing research
study
Secondary Data
Q Previously published data
Trang 3Sources of Primary Data
The Marketing Research Process
Survey Method
Q Telephone interviews
Q Mail surveys
Q Personal interviews
Q Focus group interviews
Observation
Method
Q Observational studies
are conducted by
actually viewing
objects, events,
and/or a person’s
behavior
Trang 4Sources of Primary Data
The Marketing Research Process
Experimental Method
Q In experiments the researcher manipulates one or more of the marketing mix variables and compares the effect on the experimental group to a control group that did not receive the manipulation
Trang 5Sources of Secondary Data
The Marketing Research Process
Government Data
Q Census of Population
Q Census of Housing
Q Census of Business
Q Census of Manufacturers
Q Census of Agriculture
Q Census of Minerals
Q Census of Governments
Internal Data
Q Includes sales
analysis reports,
financial performance
reports, cost analysis,
product profit/loss
statements, etc
Trang 6Sources of Secondary Data
The Marketing Research Process
Research Firm Data
Q Many private organizations provide information for the marketing executive e.g
trade associations, advertising agencies,
“Survey of Buying Power.”
Trang 7The Marketing Research Process
Q Analysis, interpretation
and presentation
Q Define the problem
Q Research design
Q Data collection
Trang 8Sampling Techniques
The Marketing Research Process
Population
Q Total group that the
researcher wants to
study
Census
Q Collection of data from all possible sources in a
population or universe
Trang 9Sampling Techniques
The Marketing Research Process
Probability Sample
Q Sampling techniques where respondents have a known
(nonzero) chance of being chosen
Trang 10Sampling Techniques
The Marketing Research Process
Probability Sample
Simple Random
Sample
Q Probability sample where researchers choose respondents from a complete list
of the population
Trang 11Sampling Techniques
The Marketing Research Process
Q Probability sample where researchers divide the complete population list into groups and then use single random
sampling techniques
on the subgroups
Probability Sample
Simple Random
Sample
Stratified Sample