Marketing Research Chapter 4 – Research Design

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  Marketing Research
  Chapter 4 – Research Design
  

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  Marketing research
  Chapter 4 – Research Design (step 4)
  

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  Marketing research
  Chapter 4 – Research Design
  
  A research design – is a set of advanced decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information
  

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  Marketing research
  Chapter 4 – Research Design
  Research designs are classified into 3 traditional categories:
  exploratory and conclusive (descriptive
  and causal)
  The choice of the most appropriate design depends largely
  on the objectives of the research;
  There are 3 objectives:
  +
  +
  +
  - and how much we already know about the problem and the research objectives.
  
  

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  Marketing research
  Chapter 4 – Research Design
  The basic research objectives and research design
  

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  Marketing research
  Chapter 4 – Research Design
  Research design should not be viewed as a step-by-step process. Research may begin with any one of the 3 types of research design.
  !
  

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  Marketing research
  Chapter 4 – Research Design
  Exploratory research
  Exploratory research is most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem.
  

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  Marketing research
  Chapter 4 – Research Design
  Uses of Exploratory Research
  Gain background information
  Define Terms
  
  “what is the bank image?”
  
  Location loan availability friendliness of ….
  employees
  
  
  

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  Marketing research
  Chapter 4 – Research Design
  Clarify Problems and Hypotheses
  Bank has 3 groups of clients:
  
  retail commercial other
  customers customers banks
  
  
  

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  Marketing research
  Chapter 4 – Research Design
  4. Establish research priorities
  Exploratory research can help a firm to prioritize research topics in order of importance.
  

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  Marketing research
  Chapter 4 – Research Design
  Methods of conducting exploratory research
  Second data analysis
  Secondary data are data that have been collected for some other purposes.
  Secondary data = the “core” of exploratory res.
  
  2. Experience Surveys refer to gathering information from those thought to be knowledgeable on the issues relevant to the research problem.
  
  

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  Marketing research
  Chapter 4 – Research Design
  3. Case analysis – is a review of available information about a former situation(s) that has some similarities to the present research problem.
  4. Focus groups – are small group of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem.
  

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  Marketing research
  Chapter 4 – Research Design
  5. Projective techniques – seek to explore hidden consumer motives for buying goods and services by asking participants to project themselves in to a situation and then to respond to specific questions regarding the situation.
  “Sentence completion test”
  “My neighbor never buys frozen dinners for his family because………”
  

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  Marketing research
  Chapter 4 – Research Design
  Descriptive Research
  Descriptive research is undertaken to describe answers to questions:
  Who
  What
  Where
  When
  How
  
  

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  Marketing research
  Chapter 4 – Research Design
  Who = customer
  What = product/service/brand
  Where = places
  When = time or frequency
  How = way in which customers are using the product
  
  No question Why?
  

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  Marketing research
  Chapter 4 – Research Design
  Classification of description research studies
  Cross-sectional studies – measure units from a sample of the population at only one point in time.
  =
  “snapshots” of the population
  

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  Marketing research
  Chapter 4 – Research Design
  Sample surveys are cross-sectionals studies whose samples are drawn in such a way as to be representative of a specific problem.
  
  

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  Another example of use a cross-sectional study to design a new product.
  

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  Marketing research
  Chapter 4 – Research Design
  2. Longitudinal studies repeatedly measure the same sample units of a population over a period of time.
  =
  “movies” of the population
  
  Panels represent sample units who have agreed to answer questions at periodic intervals.
  

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  Marketing research
  Chapter 4 – Research Design
  There are 2 types of panel:
  Continuous panel – ask panel members the same questions on each panel measurement.
  It can gain insights into changes in consumers’ purchases, attitudes and so on.
  Discontinuous panel – vary questions from one panel measurement to the next.
  
  

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  The advantage of Longitudinal studies versus Cross-sectional studies
  We compare longitudinal data taken form a continuous panel with data collected from 2 separate cross-sectional sample surveys
  
  

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  Marketing research
  Chapter 4 – Research Design
  Discussion question:
  
  What are the differences between longitudinal studies and cross-sectional studies?
  

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  Chapter 4 – Research Design
  Discussion question:
  In what situations would a continuous panel be more suitable than a discontinuous panel?
  In what situations would a discontinuous panel be more suitable than a continuous panel?
  Give an examples.
  

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  Marketing research
  Chapter 4 – Research Design
  Causal Research
  If x, then y.
  
  Yellow Pages ex.
  
  Causal relationships are determined by use of experiments.
  

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  Marketing research
  Chapter 4 – Research Design
  Experiments
  An Experiment -
  Independent variables -
  Dependent variables –
  
  
  
  
  Extraneous variables -
  
  Sales
  Market share
  Level of consumer satisfaction
  Level of adv.expenditure
  Location of the display of a product in a supermarket
  

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  Marketing research
  Chapter 4 – Research Design
  Sales of apples (dependent variable)
  The effect of type of display (independent variable)
  Could there be other extraneous variables that could have affected the sales of the apples?
  What would happen with apple sales if the weather changed from rainy to fair?
  If the apple industry began running ads on TV?
  If the season changed from summer vocation to fall?
  

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  Marketing research
  Chapter 4 – Research Design
  Experimental design
  O -
  X -
  R -
  E -
  O1 O2
  
  Pretest and posttest -
  

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  Marketing research
  Chapter 4 – Research Design
  “True” experimental design – is one that truly isolates the effects of the independent variable on the dependent variable while controlling for effects of any extraneous variables.
  
  Designs that do not properly control for the effects of extraneous variables on our dependent variable are known as quasi-experimental designs.
  

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  Chapter 4 – Research Design
  After-only design
  X O1
  2. One-group, before-after design
  O1 X O2
  3. Before-after with control group
  Experimental group (R) O1 X O2
  Control group (R) O3 O4
  Where E = (O2 - O1) – (O4 - O3).
  2 groups are equivalent in all aspects
  R – we randomly divided our supermarkets
  We may measure E
  

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  Marketing research
  Chapter 4 – Research Design
  How valid are experiments?
  2 forms of validity are used to assess the validity of an experiment:
  Internal
  Factors: extraneous f., changes in Subjects, Measure error
  External
  Factors:
  How representative is the sample
  Was the sample units correctly selected (sample plan)
  The correctness of experiment setting itself
  
  
  

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  Marketing research
  Chapter 4 – Research Design
  Types of Experiments
  Laboratory experiments – is one in which an investigator creates a situation with the desired conditions and then manipulates some variables while controlling others.
  “ + “ and “ – “
  
  Blind taste test
  

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  Marketing research
  Chapter 4 – Research Design
  Field experiments – is a research study in a realistic or natural situation, involves the manipulation of one or more independent variables under as carefully controlled conditions as the situation will permit.
  “ + “ and “ – “
  
  “Test marketing” – is the phrase commonly used to indicate an experiment, study or test that is conducted in a field setting.
  
  

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  Marketing research
  Chapter 4 – Research Design
  Types of test markets
  Standard test market
  
  Controlled test markets
  
  Electronic test markets
  
  Pros and Cons of test marketing
  

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  Marketing research
  Chapter 4 – Research Design
  Discussion question:
  Design an experiment. Select an independent variable and a dependent variable. What are some possible extraneous variables that may cause problems? Explain how you would control for the effects these variables may have on your dependent variable. Is your experiment a valid experiment?