Lecture 2
1
Lecture 2
Planning for Research
Department of Marketing
Dr. Junzhao Ma
MKF2121
Marketing Research Methods
1
A quick review of what we did last week
Step 1:
Defining the Problem
Step 2:
Developing an Approach to the Problem
Step 3:
Formulating a Research Design
Step 4:
Doing Field Work or Collecting Data
Step 5:
Preparing and Analyzing Data
Step 6:
Preparing and Presenting the Report
2
The process - defining the problem and developing
an approach
3
Management
Decision
Problem
(MDP)
Marketing Research Problem
(MRP)
•
Overarching statement
•
Specific components
•
Analytical Model
•
Research questions
•
Hypotheses
•
Specification of the
information needed
Defining the
problem
Developing
the approach
•
How do I sell more products?
•
How do I stop customers from
leaving?
•
Which segment should I target
for my new products?
•
Should I increase prices?
Lecture 2
2
Structurally, Marketing Research Problem (MRP)
consist of two things
•
Overarching statement
–
A broad summary of your overall research goal
(often, this is the
main underlying issue you are trying to understand)
•
Specific components
–
Focus on the key aspects of the MRP and provide clear
guidelines on how to proceed further (
Often this is about different
types of determinants/drivers of the focal issue)
4
There is not a single “right” MRP, as long as they are sensible and
appropriate for the research context
Examples of MRP
•
Over-arching statement
: to identify and study the
key
drivers
of customers’ satisfaction with Crown Casino
•
Components
(i.e., what the drivers are)
–
To investigate whether customers’ experience
with Crown’s
service
influences their overall satisfaction
–
To study whether the
type of of gaming
customers engage in
affect their overall satisfaction with the casino
–
To investigate the difference in satisfaction across customers of
different
socio-demographic groups
–
To investigate the difference in satisfaction across customers of
different consumption profile
(e.g., casual vs. frequent
gamblers; local vs. international gamblers)
5
To illustrate this graphically,
6
Customer
satisfaction
at Crown
Experience with
service
Type of gaming
Socio‐demographic
segments
Consumption profile
Key
Drivers
/
Compo
nents
Lecture 2
3
How do we go about formulate MRP? (i.e., where to find the key underlying issue and its main drivers)•Did we consider ALL potential drivers/determinants of customer satisfaction at Crown?–Why am I asking this question?
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