Marketing%20Research%20and%20Consumer%20Behavior%20Insights - PowerPoint PPT Presentation

View by Category
About This Presentation
Title:

Marketing%20Research%20and%20Consumer%20Behavior%20Insights

Description:

Marketing Research and Consumer Behavior Insights Chapter 3: The Marketing Research Process Exploring Marketing Research William G. Zikmund Chapter 3: The ... – PowerPoint PPT presentation

Number of Views:199
Avg rating:3.0/5.0
Slides: 39
Provided by: Tobi58
Learn more at: http://bm.nsysu.edu.tw
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Marketing%20Research%20and%20Consumer%20Behavior%20Insights


1
Marketing Research and Consumer Behavior
Insights
  • Chapter 3
  • The Marketing Research Process

2
Exploring Marketing ResearchWilliam G. Zikmund
  • Chapter 3
  • The Marketing Research Process

3
Information
  • Reduces uncertainty
  • Helps focus decision making

4
Types Of Research
  • Exploratory
  • Descriptive
  • Causal

5
Uncertainty Influences The Type Of Research
CAUSAL OR DESCRIPTIVE
EXPLORATORY
COMPLETELY CERTAIN
ABSOLUTE AMBIGUITY
6
Degree of Problem Definition
Exploratory Research Descriptive
Research Causal Research (Unaware of
Problem) (Aware of Problem) (Problem Clearly
Defined) Our sales are declining and What
kind of people are buying Will buyers purchase
more of we dont know why. our product? Who
buys our our products in a new package? competi
tors product? Would people be interested
Which of two advertising in our new
product idea? What features do buyers
prefer campaigns is more effective? in our
product?
possible situation
7
Exploratory Research
Secondary data Experience survey Pilot studies
8
Exploratory Research
  • Initial research conducted to clarify and define
    the nature of a problem
  • Does not provide conclusive evidence
  • Subsequent research expected

9
Descriptive Research
  • Describes characteristics of a population or
    phenomenon
  • Some understanding of the nature of the problem

10
I keep six honest serving men, (they taught me
all I knew), their names are
what,
and why,
and when,
and how,
and where
and who.
--Rudyard Kipling
11
Descriptive Research Example
  • Weight Watchers average customer
  • Woman about 40 years old
  • Household income of about 50,000
  • At least some college education
  • Mens fragrance market is 1/3 size of womens
    fragrance market, but growing at a faster pace
  • Women buy 80 of mens fragrances

12
Causal Research
  • Conducted to identify cause and effect
    relationships

13
Identifying Causality
  • A causal relationship is impossible to prove.
  • Evidence of causality
  • 1. The appropriate causal order of events
  • 2. Concomitant variation--two phenomena vary
    together
  • 3. An absence of alternative plausible
    explanations

14
Stages of the Research Process
Problem Discovery and Definition
Discovery and Definition
and so on
Research Design
Conclusions and Report
Sampling
Data Processing and Analysis
Data Gathering
15
Research Stages
  • Cyclical process - conclusions generate new ideas
  • Stages can overlap chronologically
  • Stages are functionally interrelated
  • Forward linkages
  • Backward linkages

16
Selection of exploratory research technique
Problem discovery
Problem Discovery and Definition
Sampling
Selection of exploratory research technique
Probability
Nonprobability
Secondary (historical) data
Experience survey
Pilot study
Case study
Collection of data (fieldwork)
Data Gathering
Data Processing and Analysis
Editing and coding data
Problem definition (statement of research
objectives)
Data processing
Selection of basic research method
Research Design
Conclusions and Report
Interpretation of findings
Experiment
Survey
Observation
Secondary Data Study
Report
Laboratory
Field
Interview
Questionnaire
17
The Marketing Research Process
18
The Research Process (cont.)
19
Stages In The Research Process
  • Problem Discovery and Problem Definition
  • Research Design
  • Sampling
  • Data Gathering
  • Data Processing and Analysis
  • Conclusions And Report

20
Problem Discovery And Definition
  • First step
  • Problem, opportunity, or monitor operations
  • Discovery before definition
  • Problem means management problem

21
The formulation of the problem is often more
essential than its solution
  • Albert Einstein

22
State the research questions and research
objectives
23
Hypothesis
  • A statement
  • that can be refuted
  • by empirical data

24
If you do not know where you are going,any road
will take you there.
25
Secondary (historical) Data
Exploratory Research
26
Exploratory Research Techniques Two Examples
  • Secondary data (historical data)
  • Previously collected
  • Census of population
  • Literature survey
  • Pilot study
  • A number of diverse techniques

27
Focus Group Interview (p.57)
28
Research Design
  • Master plan
  • Framework for action
  • Specifies methods and procedures

29
Basic Research Methods
  • Surveys
  • Experiments
  • Secondary data
  • Observation

30
Selecting a Sample
Sample subset of a larger population.
SAMPLE
POPULATION
31
Sampling
  • Who is to be sampled?
  • How large a sample?
  • How will sample units be selected?

32
Data Gathering Stage
33
Data Processing and Analysis
34
Conclusions And Report Writing
  • Effective communication of the research findings

35
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

36
Research Program Strategy
  • Assumption The researcher wishes to together
    information to achieve a specific marketing
    objective.
  • Based on the researchers need to select specific
    techniques for problem solving
  • Program strategy a firms overall plan to use
    marketing research

37
(No Transcript)
38
Defining Problem Results in Clear Cut Research
Objectives
Symptom Detection
Exploratory Research (Optional)
About PowerShow.com