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Exploratory Research & Secondary Data

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Exploratory Research & Secondary Data Exploratory Research What if problem cannot be defined? What if managerial problem cannot be transferred to a research problem? – PowerPoint PPT presentation

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Title: Exploratory Research & Secondary Data


1
Exploratory Research Secondary Data
2
Exploratory Research
  • What if problem cannot be defined?
  • What if managerial problem cannot be transferred
    to a research problem?
  • What if hypotheses cannot be generated?
  • EXPLORATORY RESEARCH
  • Research whose primary objective is to insights
    into a problem situation

3
Exploratory Research
  • Objective of Exploratory Research
  • Gather ideas and insights for developing a better
    understanding of a problem
  • Help define a problem
  • Help develop hypotheses
  • Establish priorities for future research
  • Not answers
  • Characteristic of Exploratory Research
  • Flexibility (not rigid)

4
Types of Exploratory Research
  • Exploratory Research Methods
  • Secondary Data/Literature Reviews
  • Experience Surveys
  • Analysis of Stimulating Examples (i.e., Case
    Analyses)
  • Unstructured Methods (i.e., Qualitative Research)

5
Assignment
  • Starbucks mission stay local with a global
    brand
  • What does it mean to stay local? How can
    Starbucks do find that out (via research)?

6
Literature Reviews/Secondary Data
  • Literature Reviews
  • Review of previous studies and articles
  • Internal and external sources should be consulted
  • Guidelines for search
  • Ideas and insights -- not conclusions

7
Literature Reviews/Secondary Data
  • Secondary Data -- data gathered for purposes
    other than the present study
  • Advantages
  • Cheap in terms of time and money
  • Disadvantages
  • Data Fit
  • Accuracy

8
Literature Reviews/Secondary Data
  • Types of Secondary Data
  • Internal -- originates within the organization
    for which the research is being conducted
  • Least costly type of secondary data
  • External -- data found from sources external to
    the organization commissioning the research
  • Cost more than internal data, but a wealth is
    available
  • Library Sources
  • Government Sources
  • Syndicated Sources

9
Literature Reviews/Secondary Data
  • Internal Secondary Data
  • Financial Statements
  • Sales Reports (by Region, Sales Person, Etc.)
  • Customer Databases
  • Collection of data about customers developed from
    internal sources (could be from MR activities)
  • Needs to be large and extensive to be effective

10
Literature Reviews/Secondary Data
  • Internal Secondary Data
  • Customer Databases
  • Data mining (use of statistical techniques to
    identify patterns hidden in a database) is needed
  • Complex statistical methods need to be used
  • Uses of data mining
  • Customer Acquisition -- look to identify types
    of customers to whom we appeal
  • Customer Retention (Abandonment) identify
    customers to keep (get rid of)

11
Literature Reviews/Secondary Data
  • Secondary Data (External)
  • Library Sources (Magazines and Other Publications
    many on Internet)
  • Government Sources
  • Census data
  • State/Country economic data

12
Literature Reviews/Secondary Data
  • Secondary Data (External)
  • Standardized Marketing Information Services
  • Market Share Data
  • Nielsen Retail Index

13
Nielsen Retail Index
  • ACNielsen provides information like the following
    to the grocery, health beauty care, tobacco,
    snack foods and beverage industries.
  • Sales volume - How big is my market?
  • Trends - Is my market growing or shrinking?
  • Shares - Are competitors taking my business?
  • Pricing - Can I raise my price and increase
    profits?
  • Brand Shifting - Who will my new products get
    volume from?
  • Distribution- Can consumers find my new product?
  • Trial and Repeat - Who is trying my new product?
    Will they buy it again?

14
Tracking What Happens at the Retailer Point of
Sale . . .
  • ACNielsen Collects Data in
  • In over 36,000 retail outlets (US)
  • Through Scanning and in store Auditing

15
ACNielsen Consumer PanelTracking what happens in
the home
  • 61,500 Households
  • Geographically dispersed demographically
    balanced
  • Methodology allows for all-channel and retail
    account analysis
  • Projectable at the national, regional, market
    account level

16
ACNielsen Links Store Data to the Consumer Behind
the Purchase
  • Who buys what
  • Where do they shop
  • How often do they shop
  • Whats in the shopping basket
  • How loyal are shoppers
  • Are shoppers switchers
  • What brand sold
  • At what price
  • Under what conditions
  • (e.g., coupon used?)

Consumer Panel
RetailMeasurement
17
Other Types of Exploratory Research
  • Experience Surveys -- attempts to tap the
    knowledge and experience of those familiar with
    the subject being investigated
  • Not a probability sample, a purposive sample
  • Sample should be comprised of people who may have
    ideas
  • Provide sample with freedom in providing insights
    -- dont limit their responses

18
Other Types of Exploratory Research
  • Analysis of Stimulating Examples (i.e., Case
    Analyses) -- an intensive study of selected cases
    of the phenomenon under investigation
  • Seek possible explanations rather than testing
    explanations
  • Seek many possibilities (more better than less)
  • Intensely analyze possibilities

19
Other Types of Exploratory Research
  • Unstructured Methods (e.g., Qualitative Research)
    -- a collection of various small scale techniques
    that uses sampling but non-rigorous standards

20
Types of Exploratory Research
  • Unstructured Methods
  • Depth Interviews -- unstructured extensive
    interview in which the researcher probes for
    in-depth answers to questions
  • Requires a skilled interviewer and sometimes
    multi-media equipment

21
Other Types of Exploratory Research
  • Focus Groups -- unstructured interview with a
    small group of respondents
  • Idea -- synergy among group members will lead to
    responses and ideas that would not be generated
    in individual settings
  • Keys to focus group success
  • Moderator
  • Purposive Sample
  • Objective -- ideas, not answers
  • Group Composition -- 6-10 homogeneous members
  • Environment -- professional with ability to have
    researchers observe
  • Planned, but loose, agenda

22
Other Types of Exploratory Research
  • Unstructured Methods
  • Projective Techniques -- Disguised unstructured
    method that allows respondents to project beliefs
    or feelings to a third party
  • Story-telling approach (e.g., tap childhood
    memories)
  • Nescafe Example

23
Other Types of Exploratory Research
  • Unstructured Methods
  • Develop on-line communities
  • Create membership
  • Gather demographic data on users
  • Have users feel part of a community (they are not
    alone)
  • Allow on-line WOMC
  • Monitor and get ideas and insights
  • Built-in research participants
  • Sound out ideas

24
Assignment
  • Briefly design an on-line community for
    Laczniak Yogurt
  • Objectives
  • What data would you gather from members?
    EXPLAIN.
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