Marketing Research Essentials

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MKT202 Marketing

Research Essentials Problem Definition and Marketing Research Process

Workshop 2

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Icon Meaning Activity

Take notes These are important points and you should take notes.

You will be required to know this

information.

Individual

Activity

Students complete an individual task.

Group Activity Students discuss/ complete activities in groups and report back to the class.

Research

required

You will need to research this and do

some reading before the next class.

Important

Concept

You MUST understand this concept to

successfully complete the subject. Seek

help if you don’t understand.

Practice

Questions

Students will complete these questions as

practice.

Revision

What were the key learnings from last week?

What new information did you learn?

What would you like to know more about?

Get into groups of three or four and discuss

This Topic’s Big Idea

‘Clearly defining a problem lets you find a

potential solution’

Learning Outcomes

1. Explore the Problem Definition Process

2. Recognise the steps within the Marketing

Research Process

3. Understand management decision

problems, marketing research problems

and marketing research objectives.

4. Apply key concepts in marketing research

The Problem

Definition Process

1. Recognise the problem or opportunity

2. Find out why the information is being sought

3. Understand the decision making environment

4. Use the symptoms to help clarify the problem

Can the problem become opportunity?

Any suspect motives?

Examine cultural & bureaucracy issues

Determine cause & effect relationships

The Problem

Definition Process (Cont.)

5. Translate management problem to marketing research problem

6. Determine whether the information already exists

7. Determine whether the question can be answered

8. State the research objectives

Management support is key

Have you researched other research?

Are the objectives clear and realistic?

Include timetable and responsible party

Workshop Activity

Brainstorm Session

Form pairs or small groups.

Collectively, discuss the steps of the problem

definition process, which one do you think is the

most important and why?

Provide reasons for your answer.

The Marketing Research Process

Statement of

Research Objectives

A statement specifying the type of information needed

by the decision maker to help solve the management

decision problem and how that information can be

obtained efficiently and effectively.

A goal statement defining

the specific information

needed to solve the

marketing research

problem.

A statement specifying the type

of managerial action required

to solve the problem.

Management

Decision

Problem

Marketing

Research

Objective

Marketing

Research

Problem

Old Spice Example

Let’s watch the following video: https://www.youtube.com/watch?v=vR0hDkMKVhY

Based on the information presented in this video, can you identify the management decision problem, market research

problem, and marketing research objectives?

Do you think the Old Spice most recent campaign is a successful way to address the problems identified by you?

Share your thoughts with the rest of the class.

https://www.youtube.com/watch?v=vR0hDkMKVhY

Research Design

• The plan to be

followed to answer the

marketing research

objectives.

– It is the detailed

blueprint used to guide

the research study

towards its objectives

including what and how

you will conduct the

research study.

Types of studies

• Descriptive studies

– Descriptive research studies answer the who, what, where,

when, and how questions. It is used when one wants to gain a

better understanding of the specifics or details the research

issue.

• Secondary data • Cross-sectional surveys

• Longitudinal surveys

• Statistical data analysis

• Confirm theories • Brand loyalty measure

• Describes population

• Build customer profile

• Gain specific informationP u

r p

o se

K e y M

e th

o d

Descriptive Studies

• Cross-Sectional

Surveys:

– One-time snapshots of

population

– Use the same survey &

different sample

• Longitudinal

Surveys:

– Identify market trends

– Use the same survey &

same sample

– Use tracking panels &

groups

Types of studies (cont.)

• Causal studies

– Research studies that examine whether the value of one

variable causes or determines the value of another variable.

P u

r p

o se

K e y M

e th

o d

• Confirm theories • Identify cause & effect

• Relationships among

variables

• Surveys • Experiments

• Time sequence

• Secondary data

• Systematic elimination

Causal Studies

• Dependent Variable:

– A symbol or concept

expected to be explained or

influenced by the

independent variable. One

affects the dependent

variable by manipulating the

independent variable

deemed to be associated

with the dependent variable.

• Independent Variable:

– A symbol or concept over which the research has

some control and that is

hypothesised to cause or

influence the dependent

variable.

Causal Studies (cont.)

• Concomitant Variation:

– The degree to which a presumed cause and a presumed effect

occur or vary together.

• Temporal Sequence:

– An appropriate causal order of events.

• Spurious Association:

– A relationship between a presumed cause and a presumed effect

that occurs as a result of an unexamined variable or set of

variables.

Workshop Activity

Concept Application

Let’s discuss descriptive and casual studies,

when would they be used?

Share your thoughts with the rest of the

class.

Choosing a

Research Method

Survey Research: • Research in which

surveys (personal,

telephone, mail or Internet)

are used to obtain facts,

opinions, and attitudes

from respondents.

Observation Research: • Typically descriptive research that

monitors respondents’ actions

without direct interaction.

Experiments: • Research to measure

causality, in which the

researcher changes one

or more independent

variables and observes

the effect of the changes

on the dependent.

Other Qualitative Research: • Research such as focus groups,

secondary data analyses, and case

studies.

Workshop Activity

Brainstorm Session

A supermarket is interested in determining its

image. Cashiers drop a short questionnaire into

the grocery bag of each customer prior to bagging

the groceries.

What could be improved?

Sampling Procedure

• Probability Sampling – A subset of the

population that can be assumed to be a representative cross section of the population because every element in the population has a known non-zero chance of being selected.

• Non-probability sampling – A subset of the

population in which the chances of selection for the various elements in the population are not precisely known.

• Sample Size – How many are needed

to interview or observe?

Collecting and Analysing

the Data • Data needs to be

collected for analysis

• Depends on the research method

• Use a variety of quantitative and qualitative analytical techniques.

• Interpret and draw conclusions from the mass of collected data.

Interviewer •In-person

•Telephone

No Interviewer

•Mail

•Internet

Observation •In-person

•Machine

Experiments •Real-world

•Test environments

Workshop Activity

Form pairs or small groups. Read the following case study

and answer the following questions by using the problem

definition process (slide 7 & 8) :

1. What is the management decision problem?

2. Define the marketing research problem(s).

3. Develop the marketing research objectives.

4. Explain how a marketing researcher should use the

problem definition process to answer the above

questions.

Workshop Activity (Cont.) Cessna Aircraft is one of the largest manufacturers of

small, private-business airplanes in the United States. It is always looking for new market opportunities, which may involve cultivating existing segments or developing and

exploiting new ones.

Recent research by Cessna revealed that although a very small percentage of the total adult population enrols in

private pilot-training programs, about half of the individuals who enter a training pro- gram complete it. And the number

of people with pilot’s licenses is increasing. Eventually, about one out of five people with a private pilot’s license

buys a private airplane. Thus, pilot training is an important part of the total market for Cessna and its competitors.

Workshop Activity (Cont.)

A small percentage of pilots are women. Similarly, a small percentage of the students in training programs are

women; this figure has shown only a slight increase in recent years. Moreover, there are very few women

instructors in pilot-training programs.

A substantial number of women have the necessary skills, time, and income to enrol in and complete the basic

training program. Cessna is interested in learning why more women don’t enter the program and how the program and/or promotional materials could appeal to and motivate more women to consider or inquire about such programs.

Next Week

Types of Data – Secondary Data.