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Marketing Research

Marketing Research. Aaker, Kumar, Day and Leone Tenth Edition Instructor’s Presentation Slides. Chapter Four. Research Design and Implementation. Marketing Research 10th Edition . http://www.drvkumar.com/mr10/. Research Design and Implementation. Preliminary Planning Stage.

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Marketing Research

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  1. Marketing Research Aaker, Kumar, Day and Leone Tenth Edition Instructor’s Presentation Slides

  2. Chapter Four Research Design and Implementation Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  3. Research Design and Implementation Preliminary Planning Stage • Research design is the detailed blueprint to guide the implementation of a research study toward the realization of its objectives Research Design Implementation Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  4. Types of Research Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  5. Detective Funnel Many research studies use combination of all three research techniques: • Exploratory techniques - generate all possible reasons for a problem • Descriptive and Causal approaches - narrow the possible causes Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  6. Relationship between Data Collection Method and Category of Research Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  7. Research Tactics and Implementation • Once the research approach has been chosen, develop the following: • Specifics of measurements • Plan for choosing the sample • Methods for analyses Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  8. Errors in Research Design Two Types of Errors Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  9. Errors in Research Design (cont.) Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  10. Budgeting the Research Project Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  11. Scheduling the Research Project Scheduling the research project requires identifying the personnel responsible for each task within a given time period. Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  12. Research Proposal Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  13. Basic Contents of a Research Proposal Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  14. Designing International Marketing Research Greater attention to issues such as: • Achieving equivalence of samples and measures across countries and cultures • Identifying the degree of centralization of the research • Coordinating research across countries • Finding errors in the research design • Learning the cost of conducting research in multiple countries • Understanding the nature and type of information sought • Defining the relevant unit of analysis • Formulating problems, variable specifications and categories • Identifying and selecting sources of information • Availability and comparability of data Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  15. Issues in International Research Design • Determining information requirements • Determining the unit of analysis • Achieving the equivalence of construct, measurement, sample and analysis Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  16. Determining Information Requirements • Consider level and type of decision for which research is conducted • Two types of decisions: Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  17. Unit of Analysis Researcher must decide at what level the analysis is done: • Global level • All countries taken simultaneously • Regional level • Groups of countries considered homogeneous for macro environmental factors • Country level • Each country taken as separate unit • Similar segments across countries Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  18. Construct, Measurement, Sample, and Analysis Equivalence Construct Equivalence • Deals with how both the researcher and the subjects see, understand, and code a particular phenomenon • "Are we studying the same phenomenon in countries X and Y?” Measurement Equivalence • Deals with the methods and procedures used by the researcher to collect and categorize essential data and information • Are the phenomenon in countries X and Y measured the same way?” Sampling Equivalence • "Are the samples used in countries X and Y equivalent?" Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  19. Key Pitfalls in Conducting an International Research • Selecting a domestic research company to do your international research • Rigidly standardizing methodologies across countries • Interviewing in English around the world • Setting inappropriate sampling requirements • Lack of systematic international communication procedures • Misinterpreting multi-country data across countries • Not understanding international differences in conducting qualitative research Marketing Research 10th Edition http://www.drvkumar.com/mr10/

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