Exploring Marketing Research

Information
-Reduces Uncertainty
-Helps focus decision making
-Exploratory
-Descriptive
-Causal
Types of Research
Exploratory Research
-Initial research conducted to clarify and define the nature of a problem
-Does not provide conclusive evidence
-Subsequent research expected
Descriptive Research
-Describes characteristics of a population or phenomenon
-Some understanding of the nature of the problem
Descriptive Research
•Weight Watchers average customer:
-Woman about 40 years old
-Household income of about $50,000
-At least some college education
-Trying to juggle children and a job
Descriptive Research
• Men’s fragrance market:
-1/3 size of women’s fragrance market
-But growing at a faster pace
-Women buy 80 % of men’s fragrances
Causal Research
-Conducted to identify cause-and-effect relationships
Cyclical process
– conclusions generate new ideas
-Stages can overlap chronologically
-Stages are functionally interrelated
—Forward linkages
—-Backward linkages
Stages in the Research Process
a. Problem discovery and problem definition
b. Research design
c. Sampling
d. Data gathering
e. Data processing and analysis
f. Conclusions and report
Problem Discovery and Definition
-First step
-Problem, opportunity, or monitor operations
-Discovery before definition
-Problem means management problem
Hypothesis
A statement that can be refuted by empirical data
Secondary Data (Historical Data)
-Previously Collected
-Census of Population
-Literature Survey
Pilot Study
A number of Diverse Techniques
Research Design
-Master plan
-Framework for action
-Specifies methods and procedures
-Surveys
-Experiments
-Secondary data
-Observation
Basic Research Methods
Conclusions and Report Writing
Effective communication of the research findings
Research Proposal
-A written statement of the research design that includes a statement explaining the purpose of the study
-Detailed outline of procedures associated with a particular methodology