Week 1: Introduction into marketing research - Marketing is for the ...
Week 1: Introduction into marketing research Marketing is for the purpose of improving decision making related to identification and solution of problems and opportunities in marketing Why conduct marketing research? Know your customer/competition, launch new products (75% of new products fail), expand into new markets The Marketing Research Process Defining the problem The research purpose is the management decision problem – “why should we do the research” Is driven by symptoms, is action orientated, asks what needs to be done The marketing research problem translates the purpose into specific questions that the research needs to answer – states as precisely as possible what information is needed to close the information gap Is driven by underlying causes, is info orientated, asks what info is needed and how it is to be obtained Is a broad statement broken into specific components Developing an approach Formulating a research design Decide on type of research:
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Design/prepare research tool Define the information needed Design the exploratory, descriptive, and/or causal phases of the research Specify the measurement and scaling procedures Construct and pretest a questionnaire or an appropriate form for data collection Specify the sampling process and sample size Develop a plan of data analysis Field work and data collection Preparing and analyzing data Insights: What have we learned from the analysis? Recommendations: Can the findings be put into actions? How? Is more research needed? Communicating the findings Think through all possible findings – how can they lead to potential actions? Close interaction between research and client is important Construct scenarios – this will likely sharpen original research questions When should research be conducted:
Week 2: Planning for research Models (involved in step 1): a set of variables and their interrelationships designed to represent, in whole or in part, some real system or process Models can be verbal/visual/mathematical Clarity in research questions and hypotheses RQs are refined statements of the specific components of the problem. H is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher - often, a hypothesis is a possible answer to the research question Planning a research design (step 2) Experimental design: a set of procedures specifying: An experimental design is a set of procedures specifying: the test units (the participants) independent variables (the treatments: high vs. low power manipulation) dependent variables (Willingness to pay) extraneous variables (history, maturation, testing affects, mortality) Types of experimental design: Pre-experimental: one-shot case study, static groups, one group pre/post-test Statistical: factorial design True experimental: pre/post-test control group
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Design/prepare research tool Define the information needed Design the exploratory, descriptive, and/or causal phases of the research Specify the measurement and scaling procedures Construct and pretest a questionnaire or an appropriate form for data collection Specify the sampling process and sample size Develop a plan of data analysis Field work and data collection Preparing and analyzing data Insights: What have we learned from the analysis? Recommendations: Can the findings be put into actions? How? Is more research needed? Communicating the findings Think through all possible findings – how can they lead to potential actions? Close interaction between research and client is important Construct scenarios – this will likely sharpen original research questions When should research be conducted:
Week 2: Planning for research Models (involved in step 1): a set of variables and their interrelationships designed to represent, in whole or in part, some real system or process Models can be verbal/visual/mathematical Clarity in research questions and hypotheses RQs are refined statements of the specific components of the problem. H is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher - often, a hypothesis is a possible answer to the research question Planning a research design (step 2) Experimental design: a set of procedures specifying: An experimental design is a set of procedures specifying: the test units (the participants) independent variables (the treatments: high vs. low power manipulation) dependent variables (Willingness to pay) extraneous variables (history, maturation, testing affects, mortality) Types of experimental design: Pre-experimental: one-shot case study, static groups, one group pre/post-test Statistical: factorial design True experimental: pre/post-test control group
