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The Marketing Research Process

The Marketing Research Process. The Research Purpose. A shared understanding between manager and researcher about Problem or opportunity to be studied Exploratory (qualitative) research to identify problems or opportunities

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The Marketing Research Process

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  1. The Marketing Research Process

  2. The Research Purpose • A shared understanding between manager and researcher about • Problem or opportunity to be studied • Exploratory (qualitative) research to identify problems or opportunities • Goal is to move from exploratory to confirmatory (quantitative) research (decision-focused) • Evaluation of decision alternatives • If there are no decision alternatives, no research is necessary • Research users • External bodies may require high-quality research designs

  3. Research Purpose: Example Case Example Case: Promoting a New Health Cub in town Research problem: Consumers largely ignore advertising Research opportunity: Competitor’s facilities are outdated

  4. Market Research Process • Agree on Research Purpose • Establish Research Objectives

  5. Research Objective • A statement, in as precise terminology as possible, of what information is needed to satisfy the research purpose • What do we plan to achieve (know) through this research, that dovetails into the research purpose • Case: Promoting a New Health Club in town • Research Objective:

  6. Explicating the Research Objective • Research Question • What specific information do we want under the broad research objective • Hypothesis Development • Can we make a specific statement about a research question which we believe to be accurate • Research Boundaries • Who should be included / excluded from the research

  7. The Research Question (RQ) • Specifies information the decision maker needs to achieve the research purpose • One Research Objective may lead to many research questions • RQs used when we do not have sufficient information to state a hypothesis

  8. Case: New Health Club: Research Questions: Consumers Ignore Advertising

  9. Case: New Health Club: Research Questions: Outdated competitor’s facilities

  10. The Hypothesis • A statement related to the research question which you believe to be accurate • Two types (Null & Research) – research to reveal which of these are correct • Specify variables to be measured with / without value OR variables to be measured and relationship between them

  11. Hypothesis Development Theory Management Experience Exploratory Research Research Purpose Research Question Hypothesis Research Design

  12. Role of the Hypothesis • Introduces more detail than the RQ • RQ: Why are sales in the Northeast lower than the national average? • H1: The competitor released a new ad campaign • H2: The weather was abnormally cold • H3: A distribution problem prevented products from reaching the retailers • Introduces variables to be included in the research design (e.g. new ad campaign, temperature, distribution problems)

  13. Case: New Health Club: Hypotheses: Consumers ignore advertising?

  14. Case: New Health Club: Hypotheses: Outdated competitor’s facilities

  15. The Marketing Research Process (Research Objective) Research Question Research Hypothesis Purpose Develop a can How effective is The design that design for the each of several conforms to the new Miller beer different design advertising message alternatives? is best. Increasing What is the current Builders Square’s Builders Square image of Builders image is not as good store traffic Square? as its competitor’s image.

  16. The Research Process Pyramid Research Problem Abstract level Research Objectives Research Questions Hypotheses Operational level Questionnaire Items

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