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Fecommended Text 8ooks
W uIIoLru, NuresI K. (zooq), Bosic Morketing
Reseorch: A Decision Moking Approoch,
rd EdILIon, PrenLIce-HuII, Upper SuddIe RIver,
NJ.
W Murketing Reseurch: An Applied
Orientution, 6[I By uIIoLru NuresI K.
W ICTLRIS I'IRY PAN
W Week 1
W nLroducLIon Lo urkeLIng ReseurcI und LIe ReseurcI Process
W Week
W ProbIem DeIInILIon und ReseurcI DesIgnJ ProjecL DIscussIon
W Week
W PrImury und Secondury DuLu Sources JProjecL DIscussIon
W Week q & g
W "uuIILuLIve und "uunLILuLIve eLIodsJProjecL DIscussIon
W Week 6
W ExpIoruLory, DescrIpLIve und HypoLIesIsJ ProjecL DIscussIon
W Week , & S
W "uesLIonnuIre DesIgn, eusuremenL und ScuIIng. SumpIIng: TIeory und DesIgn
W Week q & 1o
W DuLu CoIIecLIon und PrepuruLIon; AnuIysIs SLruLegy
W Week 11
W ocus Groups und nLervIews
W Week 1
W SPSS busIcs
W Week 1
W SPSS busIcs
W Week 1q
W ProjecL PresenLuLIon (DeIense oI ReseurcI)
W Week 1g
W ProjecL PresenLuLIon (DeIense oI ReseurcI)
W Week 16
W RevIsIon
!roject outlIne:
- ProbIem DeIInILIon (LopIc oI LIe sLudy)
-ObjecLIves oI LIe sLudy
-ExecuLIve Summury
-nLroducLIon
-ILeruLure RevIew (Cuse SLudIes, journuI urLIcIes, InLerneL)
-eLIodoIogy
ReseurcI eLIodoIogy ("uuIILuLIve vs. "uunLILuLIve)
ReseurcI DesIgn (DuLu CoIIecLIon Process)
Secondury & PrImury
oderuLors GuIde
SumpIIng
DuLu AnuIysIs
ImILuLIons
-DuLu AnuIysIs
-ConcIusIon & RecommenduLIons
-ReIerences
-AppendIx
Murketing reseurch is the
Ionction which links the
consomer, costomer,
und poblic to the murketer
throogh
The American Marketing Association The American Marketing Association
Redefines Marketing Research Redefines Marketing Research
osed to identiIy und deIine
murket opportonities und
problems
generute, reIine, und
evuloute murketing
perIormunce
monitor murketing
perIormunce
improve onderstunding oI
murketing us u process
efIne |arket Fesearch
Resecrch is the sstemctic cnd objectite
cpprocch to intesticte c specijic problem thct
needs c solution.
oteworthy aspects
SysLemuLIc : weII orgunIzed und pIunned
ObjecLIvILy : unbIused und unemoLIonuI
eLIodoIogIcuIIy Sound
WeII DocumenLed
PIunned In udvunce
ree Irom poIILIcuI und personuI bIuses
Reseurch
Problem dentiIicution
Reseurch
WurkeL PoLenLIuI
WurkeL SIure
Wmuge ReseurcI
WSuIes AnuIysIs
WorecusLIng
WBusIness Trends
WSegmenLuLIon ReseurcI
WProducL ReseurcI
WPrIce ReseurcI
WPromoLIonuI
WDIsLrIbuLIon
A Classification of Research
Problem Solving Reseurch
!roblem dentIfIcatIon:
To help dentIfy !roblems
!roblems not necessarIly apparent on surface
Yet exIst or lIkely to arIse In future
!roblems lIke (|arket !otentIal, |arket Share, 8rand or Company mage)
For example change In consumer behavIor, may poInt to underlyIng problem
or opportunIty)
!roblem SolvIng:
Dnce the !roblem has been IdentIfIed problem solvIng research In
undertaken.
To help Solve specIfIc marketIng problems
Undertaken to arrIve at a solutIon
Used In makIng decIsIons
Almost every company conducts problem solvIng research
!roblem SolvIng
Segmentution:
BusIs oI SegmenLuLIon
ResponsIveness oI vurIous SegmenLs
Prodoct:
TesL ConcepL
ProducL DesIgn
Puckuge TesL
ProducL odIIIcuLIon
Brund PosILIonIng und ReposILIonIng
TesL urkeLIng
Pricing:
mporLunce oI PrIce In brund SeIecLIon
PrIcIng PoIIcIes
Response Lo PrIce CIunge
Promotion:
PromoLIonuI BudgeLIng
edIu DecIsIons
AdverLIsIng TesL
EvuIuuLIon oI udverLIsIng eIIecLIveness
istribotion:
Type oI dIsLrIbuLIon
WIoIesuIe, ReLuII coveruge
ocuLIon oI WIoIesuIe, ReLuII
Fesearch !rocess
1. Problem eIinition:
TIe IIrsL sLep In uny murkeLIng reseurcI projecL
Tuke In Lo uccounL LIe purpose oI sLudy
ReIevunL buckground InIormuLIon
nIormuLIon needed
DIscussIon wILI decIsIon mukers
Fesearch !rocess
. Setting Objective:
WIuL Is LIe purpose oI LIe reseurcI projecL?
Munugement decision problem
WIuL sIouId be done Lo Improve CILy Bunk uL LIe -11 BruncI?
Murket reseurch objective
DeLermIne LIe reIuLIve sLrengLIs und weuknesses oI LIe CILy Bunk vs.
oLIer mujor compeLILors, wILI respecL Lo IucLors wIIcI InIIuence sLore
cIoIce.
DbjectIve settIng example 1
W Munugement Problem:
$hould the cd ccmpcin be chcned?
W Reseurch Objective:
%o determine ejjectiteness oj the current
ccmpcin.
DbjectIve settIng example 2
W Munugement Problem:
$hould c neu product be lcunched?
W Reseurch Objective:
etermine consumer prejerence cnd purchcse
intentions jor the proposed neu product.
DbjectIve settIng example J
W Munugement Problem:
$hould the price oj the brcnd be increcsed?
W Reseurch Objective:
%o determine the price elcsticit oj demcnd
cnd the impcct on scles cnd projits oj tcrious
letels oj price chcnes.
Fesearch !rocess
. Reseurch esign:
Ixplorutory Reseurch
"uuIILuLIve reseurcI
Iocus groups, projecLIve LecInIques, In-depLI personuI
InLervIews.
Conclosive Reseurch
"uunLILuLIve reseurcI
uII, LeIepIone, personuI, eIecLronIc InLervIews
Fesearch !rocess
q. utu Collection[Iield Work:
Secondury: nIormuLIon LIuL uIreudy ExIsLs
PrImury: InIormuLIon guLIered Ior u specIIIc purpose
"uesLIonnuIres (CIose endedJUnsLrucLured)
TeIepIonIc InLervIews
EmuIIJnLerneL
uce Lo uce nLervIew
n-depLI nLervIews
ocused Group nLervIew
Fesearch !rocess
g. utu Prepurution & Anulysis:
EdILIng
CodIng
VerIIIcuLIon oI duLu
DuLu Irom LIe quesLIonnuIres ure LrunscrIbed on Lo Lupe or dIsks
Fesearch !rocess
6. Report Prepurution und Presentution:
TIe enLIre projecL sIouId be documenLed
SIouId uddress Lo uII LIe specIIIc reseurcI quesLIons
PresenL LIe mujor IIndIngs und resuILs
CompreIensIve reporL
UsIng LubIes, IIgures, grupIs eLc.
Fole of |F In ecIsIon |akIng
EmpIusIs oI urkeLIng - denLIIIcuLIon und suLIsIucLIon oI CusLomer needs
n order Lo IdenLIIy, IuIIIII, ImpIemenL sLruLegIes unugers need InIormuLIon
nIormuLIon regurdIng (CompeLILors, CusLomers, Consumers, oLIer Iorces
nLense CompeLILIons (murkeLIng LooIs)
AIIIuenL und SopIIsLIcuLed CusLomers (Iow LIey wIII response Lo LIe producLs)
ore ReIIubIe InIormuLIon needed
EnvIronmenL cIunges rupIdIy murkeLers need more LImeIy InIormuLIon
CIungIng RoIes
Fole of |F In ecIsIon |akIng
urkeLers muke decIsIons ubouL
-PoLenLIuI opporLunILIes
-SeIecLIon oI LurgeL uudIence
-PIunnIng und ImpIemenLuLIon oI murkeLIng progrums
R IeIps In removIng uncerLuInLy by provIdIng InIormuLIon regurdIng
-urkeLIng VurIubIes
-CuILuruIJSocIuI CIunges
-PoIILIcuI
-EnvIronmenL CIunges
-Consumers
WIIcI enIunces LIe decIsIon mukIng
xample:
JoInson und JoInson
Buby AspIrIn (genLIe mIgIL noL be eIIecLIve)
WILIouL proper murkeL reseurcI Lurned ouL Lo be un IncorrecL decIsIon.
ecIsIon to Conduct |F:
Cun be beneIIcIuI In u vurIeLy oI sILuuLIons buL decIsIon Lo conducL Is noL
uuLomuLIc
ConsIder:
- CosL vs BeneIIL
- Resources AvuIIubIe Lo conducL LIe reseurcI
- Resources AvuIIubIe Lo ImpIemenL LIe IIndIngs
- TIme & oney
|F ndustry
ReseurcI SuppIIers:
-R IndusLry consIsLs oI suppIIers wIo provIde R servIces
-SuppIIers provIde mosL oI LIe InIormuLIon Ior needed Ior murkeLIng DecIsIons
Types oI R SuppIIers:
nLernuI SuppIIers:
- DepurLmenLs wILI In LIe IIrm. (G oLors, P&G. Cocu CoIu, Bunk oI
AmerIcu.
- R depurLmenL muy be CenLruIIzed (IocuLed uL LIe corporuLe IeudquurLers)
- DecenLruIIzed (compuny muy be orgunIzed In Lo producLs, cusLomers,
regIons, wILI R personuI ussIgned Lo vurIous dIvIsIons.
|F ndustry
ExLernuI SuppIIers:
- OuLsIde IIrms IIred Lo suppIy R duLu.
- CIussIIIed In Lo uII ServIce und ImILed ServIce
uII ServIce:
-OIIer LIe enLIre runge oI R servIces.
( ProbIem deIInILIon, quesLIonnuIre desIgn, sumpIIng, duLu coIIecLIon, unuyIysIs
eLc.)
ImILed ServIce:
-SpecIuIIze In one or u Iew pIuses.
SelectIng a SupplIer
CrILerIu:
-RepuLuLIon oI LIe suppIIer
-Do LIe compIeLe projecLs In LIme
-ELIIcuI SLundurds
-"uuIILy oI ReseurcI
-KInd und Iow mucI experIence
-RegIsLered non regIsLered
Cureers In ReseurcI:
-PromIsIng Cureer OpporLunILIes uvuIIubIe
- n Iouse depurLmenLs
-AgencIes
ELIIcs In R:
!roblem efInItIon
mporLunce oI DeIInIng LIe ProbIem:
TIere Is probubIy no ucLIvILy more crILIcuI Lo LIe success oI u reseurcI projecL
LIun LIe unuIysIs IeudIng Lo LIe decIsIon Lo underLuke reseurcI.
OnIy wIen u probIem Ius been cIeurIy und uccuruLeIy IdenLIIIed cun u reseurcI
projecL be conducLed properIy.
n deIInIng LIe probIem, LIe reseurcIer sIouId Luke
TIe purpose oI LIe sLudy
ReIevunL buckground InIormuLIon
DeLuIIed IILeruLure revIew
WIuL InIormuLIon Is needed
How LIIs InIormuLIon wIII be used In decIsIon mukIng.
The Problem eIinition Process The Problem eIinition Process
Discussion
with
Decision Maker(s)
nterviews
with
Experts
Secondary
Data
Analysis
Qualitative
Research
Management Decision ProbIem
Research ProbIem
Tasks InvoIved Tasks InvoIved
EnvironmentaI Context of the ProbIem
Step I: ProbIem Definition Step I: ProbIem Definition
Step II: Approach to the ProbIem Step II: Approach to the ProbIem
-ective/
Theoretical
Foundations
Analytical
Model:
Descriptive
Research
Questions
Hypotheses
Step III: Research Design Step III: Research Design
Analytical
Model:
Ver-al,
Graphical,
Mathematical
Characteristics/
Factors
nfluencing
Research
Design
Tasks nvolved:
iscossions with the ecision Mukers:
ExLremeIy ImporLunL
TIe D needs Lo undersLund LIe cupubIIILIes und LIe IImILuLIons oI reseurcI.
ReseurcI ProvIdes InIormuLIon noL LIe soIuLIons.
SoIuLIons requIre munugerIuI judgmenL.
eeLIng D cun be u probIem.
ProbIem AudIL Is u useIuI Irumework Ior InLerucLIng wILI LIe D.
L`s u CompreIensIve exumInuLIon oI u murkeLIng probIem.
Tasks nvolved:
nterviews with the ndostry Ixperts:
ndIvIduuI ExperLsJ LIeIr knowIedge muy IeIp IormuIuLe LIe murkeLIng reseurcI
probIem.
ExperLs muy be Iound wILIIn or ouLsIde LIe IIrm
nLervIews wILI LIe ExperLs ure uIso reIerred Lo us
-ExperIence survey
-Key InIormuLIon TecInIque
UnsLrucLured In depLI InLervIews
GreuLer IIexIbIIILy und deLuIIed LopIcs
Tasks nvolved:
Secondury utu Anulysis:
nIo LIuL uIreudy exIsLs
WILIIn LIe IIrm or ouLsIde LIe IIrm
"oulitutive Reseurch:
nIo Irom DJExperLsJSecondury duLu muy noL be suIIIcIenL
UnsLrucLured expIunuLory In nuLure bused on smuII sumpIes
Tasks nvolved:
Invironmentul Context oI the problem:
PusL InIormuLIon
Resources und ConsLruInLs
ObjecLIves
Buyer BeIuvIor
eguI EnvIronmenL
EconomIc EnvIronmenL
urkeLIng und TecInoIogIcuI SkIIIs
Tasks nvolved:
Munugement ecision Problem und Murketing Reseurch Problem:
unugemenL DecIsIon ProbIem: wIuL LIe D needs Lo do?
- SIouId LIe murkeL be segmenLed dIIIerenLIy
- sIouId u new producL be InLroduced
- sIouId LIe promoLIonuI budgeL be Increused eLc
urkeLIng ReseurcI ProbIem: deLermIne wIuL InIormuLIon Is needed?
-Iow LIuL InIormuLIon cun be obLuIned eIIecLIveIy und eIIIcIenLIy
Tasks:
ExumpIe:
Munugement ecision Problem Murketing Reseurch Problem
SIouId u new producL be InLroduced? To deLermIne consumer
preIerences und purcIuse
InLenLIons Ior LIe proposed new
producLs
SIouId LIe udverLIsIng cumpuIgn be To deLermIne LIe eIIecLIveness oI
LIe currenL udverLIsIng cumpuIgn.
CIunged?
efInIng the |F !roblem
TIe generuI ruIe In deIInIng LIe R probIem Is LIuL deIInILIon sIouId
uIIow LIe reseurcIer Lo obLuIn uII LIe InIormuLIon needed Lo uddress LIe
munugemenL decIsIon probIem
GuIde LIe reseurcIer In proceedIng wILI LIe projecL.
rrors In !roblem efInItIon:
1. ReseurcI probIem Is deIIned Loo broudIy
- deveIop u murkeLIng sLruLegy Ior LIe brund
- Improve LIe compeLILIve posILIon oI LIe IIrm
- Improve LIe compuny`s Imuge.
z. Or LIe probIem Is deIIned Loo nurrowIy.
- decreuse LIe prIze oI LIe brund Lo muLcI LIe compeLILors brund.
Fesearch esIgn
A reseurcI desIgn Is u Irumework or bIueprInL Ior conducLIng LIe urkeL
ReseurcI.
DeLuIIs LIe procedure necessury Ior obLuInIng LIe InIormuLIon needed.
TypIcuIIy u ReseurcI DesIgn IncIudes LIe IoIIowIng
-DeIInIng LIe InIormuLIon needed
-DesIgn LIe expIoruLory, descrIpLIve, cusuuI pIuses oI reseurcI
-ScuIIng procedures
-ConsLrucL und preLesL u quesLIonnuIre
-SumpIe sIze
-DuLu unuIysIs