Marketing Research Paper
mohamedabbas77
MR.pdf
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MARKETING RESEARCH
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FINAL ASSIGNMENT / KEY TOPICS
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RESEARCH PROCESS / KEY TOPICS
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DEFINE THE PROBLEM / OBJECTIVES
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Define the problem and the objectives
One must be careful not to define the problem too broadly or too narrowly for
the marketing researcher. A research that is too broad might not help to reach
certain actions that need of a particular approach. A research that is too
narrow may leave out important elements for the study of our topic.
MARKETING RESEARCH: STEP ONE
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Define the problem and the objectives
In a business research the researcher (the marketer) should first identify a
problem to depart from, and then set specific research objectives.
– Problem: Traffic to stores has been declining steadily over the past year
• O1 – Understand the traffic loss
• O2 –Analyze my targets
• O3 – Propose solutions
MARKETING RESEARCH: STEP ONE
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TYPOLOGIES AND FUNCTIONS
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MARKETING RESEARCH
Qualitative Quantitative
Typologies of Research
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MARKETING RESEARCH
Lots of: References Interviews
Insights Critical Thinking
Lots of: Numbers Figures
Variables Tables
Typologies of Research
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Typologies of Functions
MARKETING RESEARCH
EXPLANATORYEXPLORATORYDESCRIPTVIE PREDICTIVE CAUSAL
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Typologies of Functions
Descriptive—
It paints a comprehensive picture of topic, whether business or academic-
related: scholar fields, industries, markets, governments, current affairs
MARKETING RESEARCH
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Typologies of Functions
Exploratory—
Its goal is to identify the problem and to suggest possible solutions, such as
why is some products are not selling as they are expected to.
MARKETING RESEARCH
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Typologies of Functions
Explanatory—
As the name says: it explains. It does so by identifying existing relations
between a series of variables that explain a phenomenon.
MARKETING RESEARCH
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Typologies of Functions
Predictive—
Allows the researcher to do some prospect in relation to the phenomenon
under study. Could be quali or quanti.
MARKETING RESEARCH
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Typologies of Functions
Causal—
Its purpose is to test a cause-and-effect relationship, such as behavioral or
observational studies. I.e. what happens if I change a variable.
MARKETING RESEARCH
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DEVELOPING THE PLAN
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Develop the Research Plan
Primary data are data freshly gathered for a specific purpose or project.
Secondary data are data that were collected for another purpose and already
exist somewhere so you can just use/quote it:
– Example of Primary: Brand new surveys, focus groups, etcetera.
– Example of Secondary: Analytical data (big data), existing surveys, etcetera.
MARKETING RESEARCH: STEP TWO
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Develop the Research Plan
Develop de Research Plan with a Research Approach.
MARKETING RESEARCH: STEP TWO
üFocus group research ü Survey research ü Behavioral research ü Observational research
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Research Approaches
Focus Group Research: A focus group is a gathering of 6 to 10 people carefully selected for demographic, psychographic, or other considerations and convened to discuss various topics at length for a small payment. A professional moderator asks questions and probes based on the marketing managers’ agenda; the goal is to uncover consumers’ real motivations and the reasons they say and do certain things. Sessions are typically recorded, and marketing managers often observe from behind two-way mirrors. To allow more in-depth discussion, focus groups are trending smaller in size.
MARKETING RESEARCH: STEP TWO
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Research Approaches
Survey Research: Research companies undertake surveys to assess people’s knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population.
MARKETING RESEARCH: STEP TWO
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Research Approaches
Behavioral Research: Customers leave traces of their purchasing behavior in store scanning data, catalog purchases, and customer databases. Marketers can learn much by analyzing these data. Actual purchases reflect consumers’ preferences and often are more reliable than statements they offer to MARKETING RESEARCHers. The most scientifically valid research is experimental research, designed to capture cause-and-effect relationships by eliminating competing explanations of the findings. If the experiment is well designed and executed, research and marketing managers can have confidence in the conclusions.
MARKETING RESEARCH: STEP TWO
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Develop the Research Plan
Observational Research: Researchers can gather fresh data by observing unobtrusively as customers shop or consume products. This one is mainly offline observation albeit it is done with digital means. Sometimes they equip consumers with tablets and instruct them to write down or text what they’re doing whenever prompted. Sometimes there’s managers doing the same job, writing down comments, as they observe people buying.
MARKETING RESEARCH: STEP TWO
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Research instruments
MARKETING RESEARCH: STEP TWO
Questionnaires
Qualitative measures
Technological devices
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Research instruments: Questionnaire
Questionnaires A questionnaire consists of a set of questions presented to respondents. Because of its flexibility, it is by far the most common instrument used to collect primary data. The form, wording, and sequence of the questions can all influence the responses, so testing and de-bugging are necessary. Closed-end questions specify all the possible answers, and the responses are easier to interpret and tabulate.
MARKETING RESEARCH: STEP TWO
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Research instruments: Questionnaire
Open-end questions allow respondents to answer in their own words. They are especially useful in exploratory research, where the researcher is looking for insight into how people think rather than measuring how many think a certain way. Table 4.1 provides examples of both types of questions; also see “Marketing Memo: Questionnaire Dos and Don’ts.”
MARKETING RESEARCH: STEP TWO
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Research instruments: Qualitative measures
Qualitative research techniques are relatively indirect and unstructured measurement approaches, limited only by the marketing researcher’s creativity, that permit a range of responses. They can be an especially useful first step in exploring consumers’ perceptions because respondents may be less guarded and reveal more about themselves in the process.
MARKETING RESEARCH: STEP TWO
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ZMET approach
Word association
Projective techniques
Visualization Brand
personification
Laddering
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SEGMENTATION / KEY TOPICS
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MARKETING RESEARCH
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Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics that are different from those shared by other groups. Marketers work to identify unmet or partially satisfied consumer desires so they can create and promote better offerings.
MARKET SEGMENTATION
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DEMOGRAPHIC
Demographics are the core of almost all segmentation because they are easy and logical. In addition, they are a cost-effective way to reach segments and demographic shifts are easier to identify than other types of shifts. Income, education, and occupation tend to tie together and lead to segmentation based on social class.
Demographic segmentation divides the market into groups based on variables such as:
MARKET SEGMENTATION
• Age • Gender • Family
• Income • Occupation • Education
• Religion • Race • Culture
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GEOGRAPHIC
Geographic segmentation divides the market into different geographical units such as:
MARKET SEGMENTATION
• Nations • Regions • States
• Counties • Cities • Neighborhoods
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PSYCHOGRAPHIC
Psychographic segmentation divides buyers into different groups based on aspects such as:
• Attitudes • Activities • Lifestyle • Values
MARKET SEGMENTATION
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BEHAVIORAL
Behavioral segmentation divides buyers into groups based on:
• Knowledge • Attitudes • Uses • Responses to a product
MARKET SEGMENTATION
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THE SOCIAL-CULTURAL INFLUENCES
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MARKETING RESEARCH
PERSONAL FACTORS
SOCIAL FACTORS
CULTURAL FACTORS
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CULTURE
• Culture, subculture, and social class are particularly important influences on consumer buying behavior. Culture is the fundamental determinant of a person’s wants and behavior.
• Each culture consists of smaller subcultures that provide more specific identification and socialization for their members. Subcultures include nationalities, religions, racial groups, and geographic regions.
MARKETING RESEARCH
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CULTURE
RELIGION VALUES
ATTITUDES
EDUCATION
SOCIAL ORGANISATIONS
TECHNOLOGY & MATERIAL CULTURE
LAW & POLITICS
AESTHETICS
LANGUAGE
C U L T U R A L F R A M E W O R K (Terpstra, Foley and Sarathy, 2012)
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SOCIAL FACTORS
• In addition to cultural factors, social factors such as reference groups, family, and social roles and statuses affect our buying behavior.
MARKETING RESEARCH
Reference groups
Cliques
Family
Roles and status
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SOCIAL FACTORS
• A person’s reference groups are all the groups that have a direct (face-to- face) or indirect influence on their attitudes or behavior.
• Cliques are small groups whose members interact frequently.
• The family is the most important consumer buying organization in society, and family members constitute the most influential primary reference group.
• We can define a person’s position in each group in terms of role and status. A role consists of the activities a person is expected to perform.
MARKETING RESEARCH
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PERSONAL FACTORS
• In addition to cultural and social factors, personal factors such as our life- cycle deeply affect our decisions and behaviors.
MARKETING RESEARCH
AGE
LIFE-CYCLE
OCCUPATION
ECONOMIC SITUATION
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SAMPLING / KEY TOPICS
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MARKETING RESEARCH
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There are two sample size formulas vary depending on whether we know the total amount of our population (target) or if we do not.
If I know it – we used the finite formula. If I don’t – we use the infinite formula.
MARKETING RESEARCH
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MARKETING RESEARCH
z²pqN _________________
e²(N-1) + z²pq
n = z²pq
_________________
e²
n =
FINITE POPULATIONINFINITE POPULATION
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The two sample size formulas use the same variables. Before we attempt to solve them we need to understand those variables.
MARKETING RESEARCH
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SAMPLE SIZE n
POPULATION SIZE N
CONFIDENCE LEVEL / Z-SCORE z
PROPORTION OF SUCCESS p
PROPORTION OF FAILURE q
MARGIN OF ERROR e
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z²pqN _________________
e²(N-1) + z²pq
n = z²pq
_________________
e²
n =
FINITE POPULATION
INFINITE POPULATION
z² x p x q x N _________________
e² x (N-1) + z² x p x q
n = z² x p x q
_________________
e²
n =
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Populations are categorized in two types: specified and unspecified.
• Specified population has its members in a register of sorts, such as a
computer inventory. Specified populations are best handled using the
probability sampling method.
• Unspecified population does not have its members in a register thus
uses non-probability sampling.
MARKETING RESEARCH
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In probability (random) sampling, you start with a complete sampling frame of
all eligible individuals from which you select your sample. In this way, all
eligible individuals have a chance of being chosen for the sample, and you
will be more able to generalize the results from your study.
MARKETING RESEARCH
PROBABILITY SAMPLING METHOD
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The techniques in probability sampling include: Simple random sampling,
Stratified random sampling, Systematic sampling and cluster sampling.
MARKETING RESEARCH
SIMPLE
STRATIFIED
SYSTEMATIC
CLUSTER
PROBABILITY SAMPLING METHOD
S A
M P
LI N
G /
N O
N -P
R O
B A
B IL
IT Y
M ET
H O
D
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The opposite of random. The sample selected here are not as representative
as in the probability methods because the subjects do not have an equal
chance of being selected. Their chances depend on the researchers’ biases
and preferences based on the objectives of the research.
MARKETING RESEARCH
NON-PROBABILITY SAMPLING METHOD
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Non-probability sampling methods tend to be cheaper and they are useful for
exploratory research and hypothesis generation. The methods are:
MARKETING RESEARCH
CONVENIENCE
PURPOSIVE
VOLUNTARY
SNOWBALL
NON-PROBABILITY SAMPLING METHOD
S A
M P
LI N
G /
P R
O B
A B
IL IT
Y M
ET H
O D
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QUALITY-CONTROL / KEY TOPICS
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Quality-control checks refer to the process happening when sorting out the
results of a survey process or the answers of an interview. It like a cleaning
stage that allows you to ensure the quality and validity of the process.
MARKETING RESEARCH
QUALITY CONTROL
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Whenever a research project is taking place it is important to regularly store
and update the data – do not wait until the end of the project. To ensure that
you are getting the right, useful, and informative information from your
respondents, you should check your data as much as possible to make
amendments if necessary. It's crucial as well to do some over-time research
here: make sure the answers aren’t changing each week.
MARKETING RESEARCH
QUALITY CONTROL #1 OFTEN UPDATE THE DATA
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When updating the data you may find some results are out-of-range and/or
show unexpected variables. If that is the case, you need to explore, in real-
time, how can you audit and improve, if necessary, the research process
itself, either to correct the deviations or to include them by adding new
questions, scales, targets, etcetera.
MARKETING RESEARCH
QUALITY CONTROL #2 AUDIT THE RESEARCH PROCESS
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Blind-review of data allows for an external team to take a look at our data
without knowing the main authorship and/or purposes of the research so as to
have a clean look at the data being gathered – and make sure we are not
implicitly or explicitly incurring in any kind of bias or missing any interesting
aspect that could be making the final conclusions of the project.
MARKETING RESEARCH
QUALITY CONTROL #3 BLIND REVIEW
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MARKETING RESEARCH Sensitivity: internal. This presentation is aimed at pedagogical purposes only. Dissemination or sale of any part of this work is not permitted. All rights reserved to original authors.
