Scribd Logo
Upload

Welcome to Scribd!

  • 40 views

    Chapter Three: Types of Marketing Research

    Uploaded by

    prasadkrish

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Chapter Three: Types of Marketing Research

    Uploaded by

    prasadkrish
    40 views48 pages

    Original Title

    Chapter 03

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    40 views48 pages

    Chapter Three: Types of Marketing Research

    Uploaded by

    prasadkrish

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 48

    Chapter Three

    Types of Marketing
    Research
    Chapter Objectives

    • Distinguish between exploratory research and


    conclusive research and discuss the role
    each plays in research projects
    • Illustrate five approaches for conducting
    exploratory research
    • Distinguish between the two types of
    conclusive research: descriptive research and
    experimental research
    Chapter Objectives (Cont’d)

    • Distinguish between conducting a cross-


    sectional descriptive study and a longitudinal
    descriptive study
    • Understand how to conduct experimental
    research
    • Determine which type of research to conduct
    Maytag Innovation through Customer
    Driven Research
    • Maytag
    – Strategic Initiatives Group used a mix of
    qualitative and quantitative studies
    – Discovered through exploratory research that
    baby boomers were driving the market for
    high-end products
    – Based on descriptive research it was
    determined the new line would carry the Jenn-
    Air brand
    Design for the Luxury Market

    • Fitch-Worldwide is a leading design


    consulting firm was brought in.
    – Used ethnographic, observational and focus
    group techniques to understand luxury
    consumers
    – A result is the Attrezzi Stand Mixer.
    – With lots of optional features, it’s “simply too
    beautiful to put away”
    Exploratory Research

    • Develop initial hunches or insights


    • Provide direction for any further research
    needed
    • Purpose
    – To shed light on the nature of the situation and
    to identify any specific objectives or data
    needs
    Conclusive or
    Confirmatory Research

    • To verify insights and to aid decision-


    makers in selecting a specific course of
    action
    Conclusive or
    Confirmatory Research (Cont’d)
    PURPOSE: to aid in the decision-making process from
    Chapter 1

    Marketing
    Research

    Marketing
    situation calling Decision- Final
    for decision(s) making activity decision(s)

    Organization’s
    internal and
    external
    environments
    Saver’s Nations Bank

    • Facts
    – Growing competition from variety of financial
    institutions offers a unique set of financial services
    – Bank performing well and experiencing rapid growth
    since inception
    • Problem
    – Bank wants to ascertain the demographic composition
    of customers and their perceptions of the bank’s
    strengths and weaknesses
    • Solution: Conduct conclusive research
    Trent Eating Association

    • Facts
    – Operates a chain of restaurants in eight
    communities
    – Maintains image of high-class restaurant chain
    serving excellent food at premium prices
    • Problem
    – Wondering whether a 15% reduction in prices
    would hurt or help
    • Solution: Conduct conclusive research
    Differences Between Exploratory and
    Conclusive Research
    • Research Project Components: Research
    Purpose
    – Exploratory Research
    • General: To generate insights about a situation
    – Conclusive Research
    • Specific: To verify insights and aid in selecting
    a course of action
    Differences Between Exploratory and
    Conclusive Research (Cont’d)
    • Research Project Components: Data needs
    – Exploratory Research
    • Vague
    – Conclusive Research
    • Clear
    Differences Between Exploratory and
    Conclusive Research (Cont’d)
    • Research Project Components: Data sources
    – Exploratory Research
    • Ill-defined
    – Conclusive Research
    • Well-defined
    Differences Between Exploratory and
    Conclusive Research (Cont’d)
    • Research Project Components: Data
    collection form
    – Exploratory Research
    • Open-ended, rough
    – Conclusive Research
    • Usually structured
    Differences Between Exploratory and
    Conclusive Research (Cont’d)
    • Research Project Components: Sample
    – Exploratory Research
    • Relatively small; subjectively selected to
    maximize generalization of useful insights

    – Conclusive Research
    • Relatively large; objectively selected to permit
    generalization of findings
    Differences Between Exploratory and
    Conclusive Research (Cont’d)
    • Research Project Components: Data
    collection
    – Exploratory Research
    • Flexible; no set procedure
    – Conclusive Research
    • Rigid; well-laid-out procedure
    Differences Between Exploratory and
    Conclusive Research (Cont’d)
    • Research Project Components: Data analysis
    – Exploratory Research
    • Informal; typically non-quantitative
    – Conclusive Research
    • Formal; typically quantitative
    Differences Between Exploratory and
    Conclusive Research (Cont’d)
    • Research Project Components:
    Inferences/recommendations
    – Exploratory Research
    • More tentative than final
    – Conclusive Research
    • More final than tentative
    Types of Data for Exploratory Research

    • Key informant
    • Focus groups
    • Secondary data
    • Cast studies
    • Observational data
    Key Informant--Interviews with
    Knowledgeable People
    • Silicon Graphics’ key customers
    – Industries needing realistic generated images
    for film
    • Boeing
    • Disney
    • NASA
    • Silicon Graphics decides to explore some
    new product development
    Silicon Graphics Is Using the
    Key Informant Technique
    • Key Customer
    – Industries needing realistic generated images for film
    – Silicon Graphics needs to identify key industry experts
    within their customer base
    • Through interviews they determine industry needs
    • They develop new visual graphics software
    – They then filter this into their product development
    ideas
    P&G

    • A leader in the detergent market


    – Interested in developing a new detergent to
    arrest sagging profits in a mature market
    • P&G looks to conduct research with
    managers in appliance industries and key
    lead users from dry cleaning industries?
    Muscular Dystrophy Family Foundation®

    • MDFF wants to start a new program to aid people


    with serious physical handicaps
    • They are wondering about what kinds of charitable
    programs to begin and what strategies to develop in
    order to seek donations from the public
    – Who should the MDFF talk to?
    • Officers in well-established public service organizations,
    such as the United Way, the American Red Cross, and
    the American Cancer Society
    Srivats Software Solutions

    • Interested in developing high resolution


    images
    – Who should they talk to?
    • Hollywood animation researchers, NASA
    researchers, and X-ray specialists
    Focus Groups

    • 8 to 12 individuals
    • Moderator (a well-trained researcher)
    • Informal discussion about research topic

    Individuals

    Moderator

    Discussion
    Duties of a Moderator

    • Guide discussion
    • Ensure key aspects of the topic are discussed
    • Observe
    • Record
    Using Secondary Data

    • Data that is conducted for another purpose


    • Fast inexpensive was of conducting
    exploratory research
    • Often reveals that no further analysis is
    necessary
    Kaplan Higher Education

    • Currently serving 15 states and looking to


    expand into other states and more profitable
    markets
    • Relied primarily on secondary data to
    determine new markets
    • This technique provided a fast, cost-efficient
    method to answer Kaplan’s research question
    Case Studies

    • In depth examination of a unit of interest


    • Possible units
    – Customer
    – Website
    – Store
    – Salesperson
    – Firm
    Case Studies (Cont’d)

    • Possible Examination Factors


    – Store
    • Morale
    • Size
    • Product lines
    • Layout
    • Trade area characteristics
    Allied Associates Company

    • National chain of discount stores with 500 retail


    outlets across the country
    • Profitability during the past few years has remained
    above industry average
    – Top management needs to identify key elements
    crucial to the company’s success and to capitalize on
    those elements
    – Question: Where and how can one accomplish top
    management’s objectives?
    – CASE STUDY METHOD: Study three best performing
    stores and three worst performing stores in depth on
    numerous dimensions
    Observation

    • Human or mechanical observation of what


    subjects actually do in a particular situation
    • Record information as events occur or
    compile evidence of past events
    • Assesses behavior which can be translated
    into new products or improvements of current
    products
    Types of Conclusive Research

    • Descriptive
    – Generates data on the composition and
    characteristics of a specific group such as
    customers, sales people, and market areas
    • Experimental
    – Generates data to determine causal
    relationships
    Voice of the Leaders Survey

    • Annual, global survey conducted by The World


    Economic Forum
    • Objective is to understand world leaders’ opinions on
    a variety of issues affecting today’s business world
    • Results found that members believe that the next
    generation is most likely to live in a prosperous, but
    unsafe, world
    • Also found that the quality of products or services,
    corporate brand reputation/integrity, and profitability
    are the three most important measures of corporate
    success
    Exhibit 3.1 Security and Prosperity –
    World Economic Forum Survey 2004
    Exhibit 3.2 Measure of Corporate Success –
    The Top Three – World Economic Survey, 2004
    Descriptive Research--Proportion of High- and Low-
    Income Customers in Saver’s Nations Bank Clientele

    • What does this data indicate to you about the


    relationship between income and perceptions
    of location?
    Descriptive Research

    • Cross-sectional studies
    – Data collected at a single period in time from a
    cross-sectional sample of the unit of interest
    that is disbanded after the data collection
    • Longitudinal studies
    – Repeated measurements taken over a long
    period of time from a panel group or sample of
    the unit that is maintained for future
    measurements
    Cross-sectional Studies

    • Data collected at a single period in time from


    a cross-sectional sample of the unit of interest
    that is disbanded after the data collection
    – Conducted in a single time period
    – Uses a cross-sectional sample of the unit
    – Once the study is complete the sample is
    disbanded and not used again
    Longitudinal Studies

    • Repeated measurements taken over a long


    period of time from a panel group or sample
    of the unit that is maintained for future
    measurements
    – Measurements taken during many different
    time periods
    – Measurements taken from a panel
    – A PANEL is a sample of units that is
    maintained for multiple measurements taken
    during multiple time periods
    Longitudinal Studies (Cont’d)

    • Types of Panels
    – OMNIBUS PANEL: different subjects are
    pulled from the panel for each time period
    • Drawbacks: data is not as reliable
    – TRUE PANEL: the same subjects are used
    for the panel every time data is collected
    • Drawbacks: members sometimes evolve out of
    the desired study group or are induced by the
    study to change their practices thus tainting the
    data
    Table 3.4 Results of Longitudinal
    Brand Use Study
    Table 3.5 Changes in Brand Shares:
    Case 1

    • What insights can you gain from this table?


    Table 3.6 Changes in Brand Shares:
    Case 2

    • What insights can you gain from this table?


    Experimental

    • A consumer goods firms wants to determine


    the impact of advertising on sales.
    • How should they measure the impact of
    advertising on sales?
    Experimental (Cont’d)
    Multi-group Design
    Units
    All variables stay the same Change one variable

    Control Experimental
    Group Group

    Measure the differences.


    Research Continuum

    Most projects fall in here, aspects of


    both descriptive and experimental.
    Purely Purely
    Descriptive Experimental
    Exhibit
    3.5
    Selecting
    the
    Appropria
    te
    Research
    Type

    You might also like