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CHAPTER 2

CHAPTER 2. Problem Definition and The Marketing Research Process. 6. Data analysis. The Marketing Research Process. 5. Data collection. 4. Selecting the Sampling procedure. How?. 3. Choosing the research method. What?. 7. Report writing & presentation. 2. Creating the. Why?.

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CHAPTER 2

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  1. CHAPTER 2 Problem Definition and The Marketing Research Process

  2. 6. Data analysis The Marketing Research Process 5. Data collection 4. Selecting the Sampling procedure How? 3. Choosing the research method What? 7. Report writing & presentation 2. Creating the Why? research design 8. Follow-up • Identifying & • Formulating the • Research Problem

  3. Overview of the Research Process (alt.) • 1. Establish need for information • 2. detail research objectives and information needs – “Why is this project being conducted?” and "What specific information is required to attain the objectives?" • 3. design research and data sources – information to collect, sources of data, and plan guiding data collection and analysis • 4. design data-collection procedure – e.g., questionnaire • 5. design sample – define population, sample-selection method, and the sample size • 6. collect data • 7. process and code data • 8. analyze data • 9. present results – oral presentation and/or written report

  4. Step 1: Define the problem • Objectives Vs. problems • Management decision problem vs. marketing research problem? • Problem or Symptom?

  5. THE CASE OF CHERRY BLOSSOM • Cherry Blossom sales are dropping. • Kiwi is the main competitor. • Salespeople tell me that Kiwi is gaining share. • LET’S KILL KIWI!!! • what is likely to happen with such decisions? $20 million ad campaign Price promotions Six months later - NO JOB!!

  6. How to define the decision problem? • DECION MAKING ISSUES: • Cherry Blossom shoe polish is losing sales! • BEWARE OF FRAMING • Cherry’s market share is dropping….because Kiwi is taking away market share • WHAT ELSE COULD BE HAPPENING?

  7. ANALYSIS. ANALYSIS. ANALYSIS! • Is the market shrinking? • Are there other new competitors? • Are there different needs?

  8. Problem Definition: Cherry Blossom Shoe Polish is losing sales due to three important trends: -consumers are wearing other kinds of non-leather shoe -attitudes towards shoe polishing is declining-consumers have less time to polish their shoes we are more than half way there in solving the problem..

  9. Identifying & Formulating the Research Problem

  10. Packaging Identifying & Formulating the Research Problem

  11. Creating the Research Design • Research Design • Exploratory Study (Montblanc) • Seeking insight into the general nature of the problem. • Descriptive Study • Description of the environment. • Causal Study • Whether one variable causes the other. • Hypotheses • A conjecture; a possible answer to the research question

  12. Conducting Exploratory Research • What is Exploratory Research? • Seeking insight into the general nature of the problem • Qualitative Research; Observation, Mystery shopping, Focus groups, In-depth interviewing, Garbology. NO hypothesis or vague hypothesis

  13. Descriptive Research (Example) • Describe the characteristics of relevant groups • Internet users • Who buys our products? • Where do they buy it?

  14. Causal Studies • Variable • Dependent variable • Independent variable • Three issues for causal studies • Temporal sequence. Attitude  Behavior. • Concomitant variation • Spurious association

  15. What is this type of research? • Who are our users? • Will an increase in service staff help profitability? • What is the demographic profile of our target market?

  16. What is this type of research? • What are the reasons for falling sales? • Will a change in price improve loyalty?

  17. Choosing a Method of Research • Survey • Mail • Telephone • Intercept • Observation • Monitors respondents actions without direct interaction • Experiments

  18. Sampling Procedure • Probability vs. Non-probability sampling • Population Vs. Sample • www.cnn.com • The other steps……….

  19. Regardless of which presidential candidate you now support, who do you think won the debate?  

  20. NEWSWEEK Poll • George W. Bush 19%  • John Kerry 61%  • No winner/about even 16% • Don't know 4%  • The NEWSWEEK poll was conducted by Princeton Survey Research Associates, which interviewed 1,013 registered voters by telephone on Sept. 30-Oct. 2. The margin of error is plus or minus 4 percentage points.

  21. 2-5 Errors in Marketing Research Two main types of errors in marketing research: • sampling errors • unavoidable inaccuracy stemming from using samples to estimate quantities in the population • equals difference between the sample value and the true underlying population value • non-sampling errors – errors that occur in the research process over and above the sampling error • inadvertent mistakes • deliberate deceptions

  22. 2-5c Types of Non-Sampling Errors • faulty problem definition – solving the wrong problem • incorrect population definition – wrong sample • sampling frame not representative of the population • e.g., phone book under-represents stock buyers • non-response errors – refusals and not at home • poor questionnaire design • e.g., biased or misleading question • measurement error – scale doesn’t match construct of interest • improper causal inferences – assigning cause inappropriately

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