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week 2_research design - DesigntheResearch...

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Marketing Research 1 The Marketing Research Process Define  Research   Purpose  and  Objectives Design   the   Research : Exploratory, Descriptive, Causal Data Collection : Databases, survey and questionnaire design,  sampling , target respondents Data Analysis and Interpretation Final Report
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Marketing Research 2 Today’s Plan  Research Design - Exploratory - Descriptive - Causal When should they be used?  What are the pros and cons? Data sources
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Marketing Research 3 Research Design The detailed blueprint used to guide the  implementation of the research study to  realize its objectives The research design is an integral part  of the research proposal 
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Marketing Research 4 1 Exploratory -   gain ideas  2. Descriptive   - provide numerical information 3. Causal  establish causality Three Types of Research  ?
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Marketing Research 5 Overview of Exploratory Research Uses: - Get ideas - Develop hypotheses  - Establish priorities for  future research - Provide inputs to  questionnaires Get ideas!
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Marketing Research 6 Characteristics of Exploratory Research High degree of flexibility - Less structured than other types of research Number of respondents usually small Typically not used to support major decisions  (without further research)
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Marketing Research 7 Exploratory Research: Secondary Data Sources: - Census data and government reports - Trade magazines and reports - Published research reports   A good resource is   marketresearch.com
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Marketing Research 8
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Marketing Research 9 Exploratory Research: Secondary Data Sources: - Census data and government reports - Trade magazines and reports - Published research reports   A good resource is   marketresearch.com In some cases this can provide all the information a  project needs Always check sources for potential  bias
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Marketing Research 10 Secondary data: pros and cons Pros - Easily accessible, relatively cheaper Cons - Might not be relevant and accurate - Lack of consumer insights on specific issues - Not completely current
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Marketing Research 11 Exploratory Research: Primary Data Focus Groups Projective Methodologies Depth Interviews Observations
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Marketing Research 12 Types of Primary Marketing Data Demographic/socioeconomic characteristics (WHO) Psychological/lifestyle characteristics (PSYCHOGRAPHICS) Attitudes and opinions (THOUGHTS) Awareness /knowledge (CONSIDERATION/LEARNING) Intentions (INTENDED ACTIONS) Motivation/Protocol (WHY) Behavior (ACTIONS), observational and experimental
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Marketing Research 13 Depth interviews and focus groups To understand consumers’ perceptions Example - GQ study:  The State of Men
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Marketing Research 14 Pros
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