MKF2121 Final Exam Note Wk1 Marketing research is the systematic and objective -identification, -collection, -analysis, -dissemination, and use of information. It is for the purpose of improving decision making related to -identification and -solution of problems and opportunities in marketing. The procedure of marketing research 1. Formulate, develop and refine research questions and hypothesis . 2. Obtain quantitative measures of the key ideas/constructs . 3. Conduct data analysis to confirm or reject the hypothesis . Malhotra 2014: Step1 Defining the problem Step2 Developing an approach to the problem Step3 Formulating a research design Step4 Doing field work or collecting data Step5 Preparing and analyzing data Step6 Preparing and presenting the report Defining the problem MDP : management decision problem -Ask what the decision maker needs to do -Action oriented -Focuses on symptoms -Vague 模糊 -Not clear how to solve E.g. How do I increase customer visit and spending at Crown Casino MRP : marketing research problem Involves identifying the main underlying issue 主要根本問題 and its key determinants or drivers 關鍵決定因素 Consist of two things: -Overarching statement -Specific components E.g. overarching statement: to identify and study the key drivers of customers’ satisfaction with Crown Casino. Components: (What the drivers are) To investigate whether customers’ experience with Crown’s service influence their overall satisfaction.
MRP offers a broad overview of the marketing problem you are trying to tackle The components provide a structure to organize your specific research questions. Wk2 Research questions (RQ): -Components of MRP are still too broad/vague and cannot be answered directly -Components provide the general categories from which specific RQs can be developed -RQs should be able to be answers directly with data collection and analysis Variable: -is an entity that can take on different values to represent an underlying concept 用不同數值來體現基礎概念的實體 The building blocks of research questions. Dependent variable (DV) & Independent variable (IV) -IV is predictive of DV (the IV affects the DV) e.g. Amount of smoking (IV) and the probability of getting cancer (DV) Hypothesis(H) -a tentative and conjectural relationship between variables that is stated in a declarative form 變量之間的可能和推測關係 Two types of RQs: -Rational: about the relationship between two different variables -Comparative: compare the average value of two different variables or the average value of the same variable across different groups of scenarios 腳本 (often between 2 groups) Analytical model/Framework: -a set of variables or concepts related in a specified manner to represent the main phenomenon underlying the MRP you are trying to investigate To describe a model: -Diagram, direct and immediate, but can be ambiguous 含糊 -Verbal description 口 頭 描 述 , the concept/constructs and their relationships are stated in prose 散文 form
(Better to use both) Model: -Helps us to understand and communicate the essence 本質 of the MRP
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