market research part 2

8/12/2019 Market Research Part 2

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Research Design

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Research Design:Definition

A research design is a framework or blueprint

for conducting the marketing research project. t

details the procedures necessar! for obtaining

the information needed to structure or sol"e

marketing research problems.

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A $lassification of %arketing Research Designs

&ingle $ross'

&ectional Design

%ultiple $ross'

&ectional Design

Research Design

$onclusi"e

Research Design()plorator!

Research Design

Descripti"e

Research

$ausal Research

$ross'&ectionalDesign

*ongitudinalDesign

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()plorator! + $onclusi"e Research Differences

,bjecti"e:

$haracter'

istics:

-indings/

Results:

,utcome:

o pro"ide insights and

understanding.

nformation needed is defined

onl! loosel!. Research process isfle)ible and unstructured.

&ample is small and non'

representati"e. Anal!sis of

primar! data is ualitati"e.

entati"e.

0enerall! followed b! further

e)plorator! or conclusi"e

research.

o test specific h!potheses and

e)amine relationships.

nformation needed is clearl!

defined. Research process is formaland structured. &ample is large and

representati"e. Data anal!sis is

uantitati"e.

$onclusi"e.

-indings used as input into decision

making.

Exploratory Conclusive

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A $omparison of asic Research Designs

,bjecti"e:

$haracteristics:

%ethods:

Disco"er! of ideas

and insights

-le)ible2 "ersatile

,ften the front end

of total research

design

()pert sur"e!s

ilot sur"e!s

&econdar! data:

ualitati"e anal!sis

ualitati"e research

Describe market

characteristics or

functions

%arked b! the priorformulation of specific

h!potheses

replanned and

structured design

&econdar! data:

uantitati"e anal!sis

&ur"e!s

anels

,bser"ation and otherdata

Determine cause

and effect

relationships

%anipulation ofone or more

independent

"ariables

$ontrol of other

mediating"ariables

()periments

Exploratory Descriptive Causal

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6ses of ()plorator! Research

-ormulate a problem or define a problem more

precisel!

dentif! alternati"e courses of action

De"elop h!potheses

solate ke! "ariables and relationships for

further e)amination

0ain insights for de"eloping an approach to theproblem

(stablish priorities for further research

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%ethods of ()plorator! Research

&ur"e! of e)perts ilot sur"e!s

&econdar! data anal!8ed in a ualitati"e wa!

ualitati"e research

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6se of Descripti"e Research

o describe the characteristics of rele"ant groups2such as consumers2 salespeople2 organi8ations2 ormarket areas.

o estimate the percentage of units in a specifiedpopulation e)hibiting a certain beha"ior.

o determine the perceptions of productcharacteristics.

o determine the degree to which marketing"ariables are associated.

o make specific predictions.

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%ethods of Descripti"eResearch

&econdar! data anal!8ed in a uantitati"e as

opposed to a ualitati"e manner

&ur"e!s

anels

,bser"ational and other data

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$ross'sectional

Designs n"ol"e the collection of information from an! gi"ensample of population elements onl! once.

n single cross-sectional designs, there is onl! onesample of respondents and information is obtained fromthis sample onl! once.

n multiple cross-sectional designs2 there are two ormore samples of respondents2 and information from eachsample is obtained onl! once. ,ften2 information fromdifferent samples is obtained at different times.

Cohort analysis consists of a series of sur"e!sconducted at appropriate time inter"als2 where the cohortser"es as the basic unit of anal!sis. A cohort is a group ofrespondents who e)perience the same e"ent within thesame time inter"al.

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$onsumption of =arious &oft Drinks b!

=arious Age $ohorts

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4<'4;

5<>

Age 1960 1969 1979190

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5.7

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1.<

95.91.4

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$$9

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$5

$4$1: cohort born prior to 1;<<

$#: cohort born 1;<1'1<

$3: cohort born 1;11'#<

$4: cohort born 1;#1'3<

$5: cohort born 1;31'4<

$7: cohort born 1;4<'4;

$9: cohort born 1;5<'5;

$: cohort born 1;7<'7;

ercentage consuming on a t!pical da!

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*ongitudinal

Designs A fi)ed sample ?or samples@ of population

elements is measured repeatedl! on thesame "ariables

A longitudinal design differs from a cross'

sectional design in that the sample or

samples remain the same o"er time

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$ross'sectional "s. *ongitudinal

SampleSurveyedat T1

SampleSurveyed

at T1

SameSamplealso

Surveyedat T2

T1 T2

Cross- SectionalDesign

Longitudinal

Design

Time

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Relati"e Ad"antages and Disad"antages of

*ongitudinal and $ross'&ectional Designs

Evaluation

Criteria

Cross-!ectional

Design

"ongitudinal

Design

Detecting $hange

*arge amount of data collection Accurac!

Representati"e &ampling

Response bias

'

''

>

>

>

>>

'

'

ote: A B>C indicates a relati"e ad"antage o"er the other

design2 whereas a B'C indicates a relati"e disad"antage.

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$ross'&ectional Data %a! ot

&how $hange

#rand $urchased %ime $eriod

$eriod 1 $eriod &!urvey !urvey

rand A #<< #<<

rand 3<< 3<<

rand $ 5<< 5<<otal 1<<< 1<<<

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*ongitudinal Data %a! &how

&ubstantial $hange

#rand

$urchased

in $eriod 1

#rand $urchased in $eriod &

#rand A #rand # #rand C %otal

rand A

rand

rand $

otal

1<<

#5

95

#<<

5<

1<<

15<

3<<

5<

195

#95

5<<

#<<

3<<

5<<

1<<<

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6ses of $asual

Research o understand which "ariables are the cause

?independent "ariables@ and which "ariables are theeffect ?dependent "ariables@ of a phenomenon

o determine the nature of the relationship between

the causal "ariables and the effect to be predicted

%(,D: ()periments

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Alternati"e Research Designs

Exploratory Research•Secondary Data

Analysis• Focus Groups

Conclusive Research• Descriptive/Causal





(a)

(b)

(c)

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Alternati"e Research DesignsExploratory Research•Secondary Data







(a)

(b)

(c)

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otential &ources of (rror in

Research Designs

!urrogate 'n(ormation Error

)easurement Error

$opulation De(inition Error

!ampling *rame Error

Data Analysis Error

+espondent !election Error

uestioning Error

+ecording Error

Cheating Error

'naility Error

.n/illingness Error

%otal Error

on-sampling

Error

+andom

!ampling Error

on-responseError

+esponseError

'ntervie/er

Error

+espondent

Error

+esearcher

Error

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(rrors in %arketing Research

he total error is the "ariation between the true mean

"alue in the population of the "ariable of interest and the

obser"ed mean "alue obtained in the marketing research

project.

+andom sampling error is the "ariation between the

true mean "alue for the population and the true mean"alue for the original sample.

on-sampling errors can be attributed to sources other

than sampling2 and the! ma! be random or nonrandom:

including errors in problem definition2 approach2 scales2uestionnaire design2 inter"iewing methods2 and data

preparation and anal!sis. on'sampling errors consist of

non'response errors and response errors.

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(rrors in %arketing Research

on-response error arises when some of the

respondents included in the sample do notrespond.

+esponse error arises when respondents gi"e

inaccurate answers or their answers are

misrecorded or misanal!8ed.

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%arketing Research at $iticorp is t!pical in that it is used to

measure consumer awareness of products2 monitor their

satisfaction and attitudes associated with the product2 track

product usage and diagnose problems as the! occur. o

accomplish these tasks $iticorp makes e)tensi"e use of

e)plorator!2 descripti"e2 and causal research. ,ften it is

ad"antageous to offer special financial packages to specific

groups of customers. n this case2 a financial package is

being designed for senior citi8ens.

he following se"en'step process was taken b! marketing

research to help in the design.

$iticorp anks on ()plorator!2 Descripti"e2 and

$ausal Research

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$iticorp anks on ()plorator!2 Descripti"e2

and $ausal Research

1@ A taskforce was created to better define the marketparameters to include all the needs of the man! $iticorpbranches. A final decision was made to include Americans55 !ears of age or older2 retired2 and in the upper half ofthe financial strata of that market.

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#@ ()plorator! research in the form of secondar! data anal!sisof the mature or older market was then performed and a stud!of competiti"e products was conducted. ()plorator! ualitati"eresearch in"ol"ing focus groups was also carried out in order todetermine the needs and desires of the market and the le"el of

satisfaction with the current products.

n the case of senior citi8ens2a great deal of di"ersit! was

found in the market. hiswas determined to be due tosuch factors as affluence2relati"e age2 and theabsence or presence of a

spouse.


and $ausal Research

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3@ he ne)t stage of research was brainstorming. his

in"ol"ed the formation of man! different financial packages

aimed at the target market. n this case2 a total of 1< ideas

were generated.

$iticorp anks on ()plorator!2

Descripti"e2 and $ausal Research

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4@ he feasibilit! of the 1< ideas generated in step 3 was thentested. he ideas were tested on the basis of whether the!

were possible in relation to the business. he following list of

uestions was used as a series of hurdles that the ideas had to

pass to continue on to the ne)t step.

E $an the idea be e)plained in a manner that the target

market will easil! understandF

E Does the idea fit into the o"erall strateg! of $iticorpF



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s there an a"ailable description of a specific target market for the proposed

productF

Does the research conducted so far indicate a potential match for target

market needs2 and is the idea percei"ed to ha"e appeal to this marketF s there a feasible outline of the tactics and strategies for implementing the

programF

a"e the financial impact and cost of the program been thoroughl!

e"aluated and determined to be in line with compan! practicesF

n this stud!2 onl! one idea generated from the brainstorming sessionmade it past all the listed hurdles and on to step 5.


and $ausal Research

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5) A creative work-plan was then generated. This plan was to emphasizethe competitive advantage of the proposed product as well as better

delineate the specific features of the product.

6) The previous exploratory research was now followed up with

descriptive research in the form of mall intercept surveys of people in

the target market range. The survey showed that the list of special

features was too long and it was decided to drop the features more

commonly offered by competitors.


and $ausal Research

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9@ -inall!2 the product was test marketed in si) of

the $iticorp branches within the target market.

est marketing is a form of causal research.

0i"en successful test marketing results2 theproduct is introduced nationall!.



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%arketing Research

roposal ()ecuti"e &ummar! ackground roblem Definition/,bjecti"es of the

Research Approach to the roblem Research Design -ieldwork/Data $ollection Data Anal!sis Reporting $ost and ime Appendices

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3#

Questions or Comments

?

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()ternal "alidit!

Can the findings of the study be

generalized?

Do they speak only of our sample, or of a

wider group?

To what populations, settings, treatment

variables (IVs!, and measurement

variables "an the finding be generalized?



()ternal "alidit!

#ainly $uestions about three aspe"ts% Research participants

ndependent "ariables2 or manipulations

Dependent "ariables2 or outcomes

&ays nothing about the truth of the result that we

are generalizing

'ternal validity only has meaning on"e the

internal validity of a study has been established Internal validity is the basi" minimum without

whi"h an eperiment is uninterpretable



()ternal "alidit!

)ur interest in answering resear"h $uestions is rarely

restri"ted to the spe"ifi" situation studied * our interest is in

the variables, not the spe"ifi" details of a pie"e of resear"h

+ut studies differ in many ways, even if they study the same

variables% operational definitions of the "ariables

subject population studied

procedural details

obser"ers

settings enerally bigger samples with valid measures lead to better

eternal validity



&ources of e)ternal in"alidit!

&ub-e"t sele"tion * &ele"ting a sample whi"h does

not represent the population well, will prevent

generalization

Intera"tion between the testing situation and theeperimental stimulus

.hen people have been sensitized to the issues

by the pre*test

/espond differently to the $uestionnaires these"ond time (post*test!

)perationalization



-ield e)periments

0natural0 * e1g1 disaster resear"h

&tati"*group "omparison type

2on*e$uivalent eperimental and "ontrol

groups



&trengths and weaknesses

&trengths$ontrol

%anipulating the =

&orting out e)traneous "ariables

.eaknesses Articifialit! ' a generali8ation problem

()pense*imited range of uestions



$,$*6&,

Donald Campbell often "ited 2euraths

metaphor%Gin science we are like sailors who must repair

a rotting ship while it is afloat at sea. Hedepend on the relati"e soundness of all other

planks while we replace a particularl! weak

one. (ach of the planks we now depend on we

will in turn ha"e to replace. o one of them is a

foundation2 nor point of certaint!2 no one of

them is incorrigibleG

market research part 2

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