marketing research_online version

8/10/2019 Marketing Research_online Version

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Research Methods in Marketing

(MBA 8601)

Jeremy Kees, Ph.D.


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My Research

Advertising

Kees et. al (Journal of Advertising, forthcoming)

Kees, Jeremy (JCIRA, forthcoming)

Framing Effects

PharmaFair Balance Kees et al. (Psychology and Marketing, 2008)

Nutrition

Burton et al. (American Journal of Public Health, 2006)

Menu Labeling


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My Research

Smoking/Tobacco

Kees et al. (Journal of Public Policy and Marketing,2006)

Graphic Warning Labels

Pricing

Jensen et. al (Journal of Interactive Marketing, 2003)

Reference Prices

Finance

Howlett et al. (Journal of Consumer Affairs, 2008)

Temporal Orientation and Long-Term Financial Planning


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The Value of Marketing

Research

Reduces risk in decision making Lets move away from making

decisions based on anecdotal

evidence (i.e., information orcasual observation that is not based

on facts or careful study)


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Important Topics

Part I: Non-data research issuesResearch Process

Problem Identification

Study Design

Sampling

Part II: Data Analysis

Crosstabs / Correlation

Regression / t-tests / ANOVAConjoint / Perceptual Mapping


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Review of Marketing Management

target

market


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The External Environment

Competitive

Environment

TechnologicalEnvironment

Natural

Environment

SocialEnvironment

Political

and Legal

Environment

Economic

Environment

Marketing

Strategy

Customer

Value and

Behavior


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Marketing research is the function which links

the consumer, customer, and public to themarketer through information--information

used to identify and define marketing

opportunities and problems; generate, refine

and evaluate marketing actions; monitor

marketing performance; and improve

understanding of marketing as a process.

- American Marketing Association


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Marketing research is the systematic and objective

identification

collection

analysis

dissemination

and use of information

For the purpose of improving decision makingrelated to the

identification of problems and opportunities and

solution of problems and opportunities in marketing.

Marketing Research Defined
http://images.google.ca/imgres?imgurl=http://sci-con.org/uploads/2007/01/decision-making.jpg&imgrefurl=http://sci-con.org/category/unconscious-processes/&h=260&w=263&sz=18&hl=en&start=0&tbnid=ZUGUDDs0PHr1AM:&tbnh=111&tbnw=112&prev=/images%3Fq%3Ddecision%2Bmaking%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DG


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Used to identify and

define market

opportunities andproblems

Generate, refine, and

evaluate marketing

performance

Monitor marketing

performance

Improve understanding

of marketing as a

process

Using Information.
http://images.google.ca/imgres?imgurl=http://www.mitre.org/news/the_edge/april_00/images/kmfeb4.jpg&imgrefurl=http://www.mitre.org/news/the_edge/april_00/small.html&h=300&w=316&sz=18&hl=en&start=0&tbnid=cYEF2-_whOEcSM:&tbnh=111&tbnw=117&prev=/images%3Fq%3Dknowledge%26gbv%3D2%26svnum%3D10%26hl%3Den


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The need for information

MR focuses on the use of information asa source of strategic advantage

As marketers, we should strive for athorough knowledge of customers, and

their attitudes, tastes, preferences We should also want to keep an eye on

competition (e.g., benchmarking)

This information will help us making

strategic marketing decisions (e.g., 4Ps)


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To sum.the function of marketing

research is to provide managerswith information


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Marketing Research

Problem /OpportunityIdentification Research

Problem-SolvingResearch

Market Potential ResearchMarket Share ResearchMarket Characteristics Research

Sales Analysis ResearchForecasting ResearchBusiness Trends Research

Segmentation Research

Product Research

Pricing ResearchPromotion Research

Distribution Research


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Users of Market Research

Fortune-500 Firmse.g., Product tweeks, shelf location

Entrepreneurse.g., Market size, growth potential,

viability

And everyone in-between


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Marketing research can tell us

How our customer service is perceived by our customers and what

particular areas we can improve on or emphasize How customers shop and how we can adjust our atmospherics tomaximize sales

What new products or new product features do customers want

How customers perceive us in relation to our key competitor (or dothey even recognize us as a key player in the industry)

Who our most loyal customers are and how do we cater to thisimportant segment

Who our prototypical customer is

How can we segment the market in more manageable groups

What marketing communications are most effective at reachingvarious segments of the market

What is going to be the demand for a new product or an existingproduct in a new market

Where should we build our next retail location

At what price point we can maximize profitability and maintainconsumer demand

Which media vehicles will be most effective to communicate ouradvertising message

Etc.


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Project vs. Info Systems

Information Systems Approach(MISMarketing Information System)

Ongoing decision tool

Interactive / Non-technical models

Database Marketing

e.g., Retail Link

Project-Based (the focus of this

discussion)


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Research $$ are spent on

H Mi ht E h f Th I tit ti U


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*An outdoor advertising firm

*A local bank

*The Los Angeles Lakers

*The Food and Drug Administration

How Might Each of These Institutions Use

Marketing Research?
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The Research Process


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Just to reemphasize

Marketing research is the marketerslink to understanding the consumer

and the external environment

The SOLE purpose of marketingresearch is to inform decisions

Every research project is different...


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Step 1: Problem Formulation

A well-defined study begins with aclearly defined objectiveThe formulation of a problem is often more essential

than its solution - Albert Einstein

The problem is rarely clear-cut

Slight variations in research questionscan lead to substantial changes in theresearch process (so be careful) Drives decisions related to research design,

measurement, sampling, analysis, etc.


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Stage in the

Process

Typical Questions

Formulate problem What is the purpose of the study (i.e.,

to solve a problem? Identify an

opportunity?)

Is additional background information

necessary?

What are specific research questions

and what information is needed to

make the decision?

How will the information be utilized?

Has a decision already been made?

Should research be conducted?


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Attacking the Obesity Epidemic: An Examination of the Potential HealthBenefits of Nutrition Information Provision in Restaurants, American

Journal for Public Health(2006)

Formulate Problem Obesity is the 2ndleading cause of preventable death in the US

What can be done? Can the provision of nutrition information help consumers make

better (healthier) food consumption decisions?(decision problem)

How good (accurate) are consumers at estimating the nutritionalcontent of restaurant foods? and Can providing objective nutrientinformation improve food evaluation and choice (research

problems)

State hypotheses to be tested based on theory

Based on Expectancy disconfirmation theory: H3a: When objective nutrition information is less favorable

than consumers expect, nutrition information provision willhave a greater negative influence on product attitudes andpurchase intentions and a greater positive influence onperceived likelihood of weight gain and heart disease.



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Step 2: Determine Research Design

Stage in theProcess

Typical Questions

Determine researchdesign

How much is already known?

Can a hypothesis be formulated?

What types of questions need to be

answered?

What type of study will best address

the research questions?


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Attacking the Obesity Epidemic: An Examination of the Potential Health

Benefits of Nutrition Information Provision in Restaurants,American


Determine Research Design

Two research problems (questions) require two designs

How good (accurate) are consumers at estimating the nutritional

content of restaurant foods?

Simple survey that asks participants to estimate nutritional content of

common restaurant foods

Can providing objective nutrient information improve food

evaluation and choice

Between-subjects experiment

Step 2: Determine Research Design


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Step 3: Design Data Collection & Forms

Secondary researchnot necessary

Survey Research

Lots of ways to collect data

Measurement

Constructs / Variables


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Stage in theProcess

Typical Questions

Determine data

collection method and

forms

Can existing data be used to advantage?

What is to be measured? How?

What is the source of the data?

Can objective answers be obtained by asking

people?

How should people be questioned?

Should the questionnaires be administered in

person, over the phone, or through the mail?

Should electronic or mechanical means be used tomake the observations?

Should structure or unstructured items be used to

collect the data?

Should the purpose of the study be made known to

the respondents?

Should rating scales be used in the questionnaire?


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Attacking the Obesity Epidemic: An Examination of the Potential Health

Benefits of Nutrition Information Provision in Restaurants,American


Design Data Collection and Forms

Quantitative data needed

Questionnaires with estimations, multi-item

attitudinal/risk/intentions variables



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Step 4: Design Sample and Collect Data

Determine your target market

Determine necessary sample size

Sampling Methodology

Logistics

Cost

Ethics


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Stage in theProcess

Typical Questions

Design sample and

collect the data

Who is the target population?

Is a list of population elements available?

Is a sample necessary?

Is a probability sample desirable?

How large should the sample be?

How should the sample be selected?

Who will gather the data?

How much supervision is needed?

What operational procedures will be

followed?

What methods will be used to ensure the

quality of the data collected?


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Design Sample and Collect Data

Adult Sample

Recruited by undergrads

Mail panel



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Step 5: Analyze and Interpret the Data

Edit / clean / code the data

Analyze

Interpret


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Stage in theProcess

Typical Questions

Analyze and interpretthe data

Who will handle the editing of the

data?

How will the data be coded?Who will supervise the coding and

keypunching?

What tabulations / statistical tests /

analysis techniques will be used?


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Analyze and interpret the data

Crosstabs and other simple computations

ANOVA / MANOVA / Chi-Square

Results show that most consumers are unaware of high

levels of calories, fat, saturated fat, and sodium found in

many menu items. Provision of nutrition information on

restaurant menus could potentially have a positive impact

on public health by reducing the consumption of lesshealthful foods



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Know your audience

Sell your findings


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Step 7: Prepare Research Report

Stage in theProcess

Typical Questions

Prepare the researchreport

Who will read the report?

What is their technical level of

sophistication?Are managerial recommendations

called for?

What will be the format of the

written report?

Is an oral report necessary?

How should the oral report be

structured?


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Prepare Research Report

Manuscript prepared for journal submission

Step 7: Prepare Research Report


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Form Groups and

Contrast the process we have just

talked about with that of

Andreasen

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