An alternative explanation The Marketing Research Process Step 1 Defining the

An alternative explanation the marketing research

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An alternative explanation?
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The Marketing Research Process Step 1: Defining the Problem Step 2: Developing Research Questions/Objectives/Hypotheses Step 3: Formulating a Research Design Step 4: Collecting Data Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report
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Types of Data: Primary vs Secondary Problem (big picture) Research questions (specifics) Research questions need data to answer Two types of data: Primary Secondary Internal External
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Research Design Exploratory (Mostly Qualitative e.g. focus group, depth interview) Experimental Conclusive Cross-Sectional Descriptive (Mostly Quantitative e.g. survey, panel) Longitudinal A Classification of Marketing Research Designs (cf. Sultan 1991 in major readings)
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Qualitative vs Quantitative Purpose (Qual. vs Quan.): Exploratory vs conclusive Hypothesis developing vs. hypothesis testing Small vs large samples Broad range of flexible questioning vs structured questions Subjective interpretation vs statistical analysis
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Qualitative Research (1) Depth interviews Focus groups
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Qualitative Research (2) Observation Studies (can have both qualitative or quantitative major components) , Ethnographic Research, and others … How stressful is Heathrow to passengers? How to make a best-selling mobile phone? How did Huggies decide how to arrange its products on shelves?
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Describe market characteristics or functions (Usually) quantitative and conclusive Common tools: Surveys/questionnaires Often cross-sectional Must set questions well (cf. Reichheld 2003 in major readings) Panels Longitudinal Secondary data Descriptive Research
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Three Phases of Survey Design Cooper & Schindler (2008) Business Research Methods Ch.13 [or later editions]
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Experimental Research Conclusive Precise data, not rich “What will happen if I do this?” Control Vs Treatment groups “A/B Testing”
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The Marketing Research Process Step 1: Defining the Problem Step 2: Developing Research Questions/Objectives/Hypotheses Step 3: Formulating a Research Design Step 4: Collecting Data Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report
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Clear message Clear organisation Clear language; avoid jargons Tables, graphs, flowcharts, and other audiovisual aids The report must cater for the audience!
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  • Spring '19
  • Marketing, Qualitative Research

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