Professional Documents
Culture Documents
Overview
Dr. Mary Wolfinbarger
Marketing Research Overview
Definition, AMA
Environment
Organization
Cultural Trends
■ ____________ ____________
Step 1: Problem Definition
“Probably the most important thing a research
supplier can do is to ______ _______ with
a client to determine what research is
needed and how it will be used; if this step
is skipped the results may not address the
problem.”
--Philip Kotler and Gary Armstrong
Step 1: Problem Definition
“In my experience it usually turns out that the
_________ ________ has not carefully
thought through his decision process and the
meetings with the researcher often result in a
________ ________ of the decision
situation, which results in major changes in
the definition of the research problem and
the information needs.”
--Imran Currim
Step 1: Problem Definition
Potential Traps:
■ Collecting “__________” information
■ “Piggybacking” to satisfy everyone
■ Problem not __________ to research
■ Client agendas
Step 1: Problem Definition
Example: Retailer “Primal Elements”
Step 1: Problem Definition
Example: Retailer “Primal Elements”
■ Interview client/decision makers -- to what
questions do they want answers
■ Who are customers ______________?
■ How do people __________ us?
■ How can we advertise more effectively?
■ Why do we have fewer young customers than
anticipated?
■ What new products should we carry?
Step 1: Problem Definition
Example: Retailer “Primal Elements”
■ Researchers and clients ________
_________ /possible answers to questions to
guide research design
■ Example: PE may be perceived as too
________ to younger customers OR the
interior is not __________ to younger
customers…..
Step 2: Research Design
■ A detailed _________ specifying how the
research will be carried out
Step 2: Research Design
“There is never a ______ _______ correct
method of carrying out a piece of research.
Do not wait until you find out THE proper
approach, because there are many ways to
tackle a problem -- some good, some bad,
but probably _________ good ways...
Step 2: Research Design
“...A research _______ for a given problem is
not like the solution to a problem in algebra.
It is more like a recipe for beef stroganoff,
there is no one best recipe.”
➤ Gives
“flesh” and connectedness to real
consumers
Step 2: Research Design/
Exploratory/Focus Group
Disadvantages of Focus Groups
➤ Results__________ on skill of moderator
➤ Groupthink
➤ Small __________
Step 2: Research Design/
Exploratory/In-depth Interview
➤ An _____________ personal interview which
uses extensive probing to get a respondent to
talk freely and to express detailed __________
➤ Purpose: to try to probe informants’
__________, feelings, beliefs
Examples: Skydiving, earthquake risk
Step 2: Research Design/
Exploratory/Projective Techniques
➤ An ________ form of ________ in which an
environment is created to encourage informants
to freely project beliefs/feelings into the
situation
➤ Example: Roach Killer
Step 2: Research Design/
Exploratory/Projective Techniques
➤ Example:_____ _________
➤ What comes to mind when you think of BIC?
Step 2: Research Design/
Exploratory/Projective Techniques
➤ Observation
➤ Surveys
Step 2: Research Design/
Descriptive Research/Observation
What are the __________ of observation?
➤ Doesn’t reveal consumer motivations
➤ Marketers see what they do, but usually not
why they do it
Step 2: Research Design/
Descriptive Research/Observation
➤ _______
➤ ___________
➤ Personal
➤ Internet
Step 2: Research Design/
Descriptive Research/Surveys
➤ Like a ruler or weight scales, a survey is a
_____________ instrument
➤ If instrument is flawed, so are ________
Step 2: Research Design/
Descriptive Research/Surveys
Common problems:
➤ Demanding _________
➤ __________questions
➤ Choice preferred by respondent is not included
➤ Degree of agreement questions constructed as
yes/no (or vice-versa)
➤ Questionnaires are _______ ______
Step 2: Research Design/
Causal Research
➤ Seeksto _______ specific outcomes to
variables that caused them
Step 2: Research Design/
Causal Research
Step 2: Research Design/
Causal Research
Three ___________ are necessary
➤ Condition 1: One variable must precede the
other in time
Step 2: Research Design/
Causal Research
➤ Example1: Job ___________ of service
employees = Service Quality
➤ Or does it?
Step 2: Research Design/
Causal Research
➤ Condition
3: Nomic _________ -- Look for the
“__________ link”
General types:
➤ Data collected elsewhere in the company, e.g.
sales and cost data
➤ __________ Data
➤ Non-commercial data
Step 2: Research Design/
Secondary Data
Evaluating Secondary Data
➤ _______ collected it?
➤ _____ was it collected?
➤ How was the data collected?
➤ What data were collected?
➤ When was the data collected?
➤ Do ________ sources indicate the same conclusions?
Step 3: Sampling
■ Who is our __________ of interest?
■ How will we identify them?
■ What sampling _________ will be used?