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Understanding Market Research: Types, Data Collection, and Research Plans

This session outline covers the fundamentals of market research, including the different types of data—exploratory, descriptive, and causal. It explores various data collection methods, including surveys and interviews, and emphasizes the importance of sample design and questionnaire construction. Key sampling methods, such as random and convenience sampling, are discussed. Participants will learn critical aspects of buyer behavior and the decision-making process through practical examples and research plans, preparing them for effective marketing management.

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Understanding Market Research: Types, Data Collection, and Research Plans

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Presentation Transcript

  1. MARKET RESEARCH Marketing Management Session 4 September 22, 1999

  2. SESSION OUTLINE • Different types of data • Secondary data • Collection methods • Sampling • Questionnaire design • Types of research plans

  3. TYPES OF DATA

  4. RESEARCH PLANS • Exploratory research • identify issues • first stage of descriptive or causal research • Descriptive research • describe phenomenon • representative sample • Causal research • experimentation

  5. EXPLORATORY RESEARCH • Small, homogeneous samples • Qualitative data • Focus groups • In-depth interviews

  6. DESCRIPTIVE RESEARCH • Representative sample • Surveys: • personal interviews • telephone interviews • mail questionnaires • Statistical analysis

  7. CAUSAL RESEARCH • Apply different treatments to more than one sample • Measure difference of effects • Field experiments • Laboratory experiments

  8. SAMPLING • Define sample universe • Choose sampling method: • random sampling • quotas • convenience • Choose sampling procedure: • random numbers • every 5th person

  9. QUESTIONNAIRE • Content: • topics • order of questions • types of questions (open/closed) • Labeling: • ambiguity • double-barreled questions • choice of answers

  10. SAMPLE QUESTIONS

  11. NEXT CLASS • Buyer Behaviour • consumer behaviour (chap. 5) • industrial buyer behaviour (chap. 6) • Model of buyer behaviour • Types of behaviour • Decision-making process • The buying centre

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