re serch methods

8/18/2019 Re Serch Methods

1/40

Research Methods in Marketing

(MBA 8601)

Jeremy Kees, Ph.D.


2/40

My Research…

• Advertising

– Kees et. al ( Journal of Advertising, forthcoming)

– Kees, Jeremy ( JCIRA, forthcoming)• Framing Effects

• Pharma – “Fair Balance”– Kees et al. (Psychology and Marketing, 2008)

• Nutrition

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

• Menu Labeling


3/40

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


4/40

The Value of MarketingResearch

• Reduces risk in decision making• Let’s move away from making

decisions based on anecdotal

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

on facts or careful study)


5/40

!"ortant To"ics…

• Part I: Non-data research issues– Research Process

– Problem Identification

– Study Design

– Sampling

• Part II: Data Analysis– Crosstabs / Correlation

– Regression / t-tests / ANOVA

– Conjoint / Perceptual Mapping


6/40

#o$ does research fit into the%roader sco"e of !arketing

!anage!ent&&


7/40

Re'ie$ of Marketing Manage!ent

p r o d u c t p r i c e

p l a c e p r o m o t

i o n

target

market


8/40

The ternal n'iron!ent

CompetitiveCompetitive

EnvironmentEnvironment

TechnologicalTechnologicalEnvironmentEnvironment

Natural Natural


SocialSocialEnvironmentEnvironment

PoliticalPolitical

and Legaland Legal


EconomicEconomic


Marketing

Strategy

Customer

Value and

Behavior


9/40

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


10/40

10

Marketing research is the systematic and objective

identification

collection

analysis

dissemination

and use of information

For the purpose of improving decision making related to the

identification of problems and opportunities and

solution of problems and opportunities in marketing.

Marketing Research *efined

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


11/40

11

Used to identify and

define market

opportunities and

problems

Generate, refine, and

evaluate marketing

performance

Monitor marketing

performance

Improve understanding

of marketing as a

process

+sing nfor!ation…,


12/40

The need for infor!ation…

• 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., 4P’s)


13/40

To sum….the function of marketing

research is to provide managerswith information


14/40

1-

Marketing Research

Problem /OpportunityIdentifcation Research

Problem-SolvingResearch

Market Potential ResearchMarket Share ResearchMarket CharacteristicsResearch

Sales nalysis Research!orecasting Research"usiness #rends Research

SegmentationResearch

Product Research

Pricing Research

Promotion Research

$istribution Research


15/40

+sers of Market Research

• Fortune-500 Firms– e.g., Product tweeks, shelf location

• Entrepreneurs– e.g., Market size, growth potential,

viability

• And everyone in-between…


16/40

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 to

maximize sales• What new products or new product features do customers want• How customers perceive us in relation to our key competitor (or do they

even recognize us as a key player in the industry)• Who our most loyal customers are and how do we cater to this

important segment• Who our prototypical customer is• How can we segment the market in more manageable groups• What marketing communications are most effective at reaching various

segments of the market• What is going to be the demand for a new product or an existing

product in a new market• Where should we build our next retail location• At what price point we can maximize profitability and maintain

consumer demand• Which media vehicles will be most effective to communicate our

advertising message• Etc.


17/40

.ro/ect 's, nfo yste!s

• Information Systems Approach(MIS—Marketing Information System)

– “Ongoing” decision tool

– Interactive / Non-technical models

– Database Marketing

– e.g., Retail Link

•Project-Based (the focus of thisdiscussion)


18/40

Research are s"ent on…


19/40

12

*An outdoor advertising firm

*A local bank

*The Los Angeles Lakers

*The Food and Drug Administration

#o$ Might ach of These nstitutions +seMarketing Research&


20/40

The Research .rocess


21/40

3ust to ree!"hasi4e…

• Marketing research is the marketer’slink to understanding the consumer

and the external environment

• The SOLE purpose of marketingresearch is to inform decisions

• Every research project is different...


22/40

te" 15 .ro%le! or!ulation

• A well-defined study begins with aclearly defined objective“The 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.


23/40


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?


24/40

“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 2nd leading 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 will have agreater negative influence on product attitudes and purchaseintentions and a greater positive influence on perceived likelihoodof weight gain and heart disease.



25/40

te" 75 *eter!ine Research *esign

• Dictated by the problem or research

question

• Exploratory Research

– “Discovery”

• Descriptive Research

– “Relationships”

• Causal Research

– Experiments


26/40


Stage in the

Process

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?


27/40

“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



28/40

te" 5 *esign *ata 9ollection : or!s

• Secondary research – not necessary

• Survey Research

– Lots of ways to collect data

• Measurement

– Constructs / Variables


29/40


Stage in the

Process

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 to

make 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?


30/40

“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



31/40

te" -5 *esign a!"le and 9ollect *ata

• Determine your “target market”

• Determine necessary sample size

• Sampling Methodology

• Logistics

• Cost

• Ethics


32/40


Stage in the

Process

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?


33/40



• Design Sample and Collect Data

– Adult Sample

• Recruited by undergrads

• Mail panel



34/40

te" ;5 Analy4e and nter"ret the *ata

• Edit / clean / code the data

• Analyze

• Interpret


35/40

te" ;5 Analy4e and nter"ret the *ata

Stage in the

Process

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?


36/40



• 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

te" 65 Analy4e and nter"ret the *ata


37/40

te" 65 Analy4e and nter"ret the *ata

• Know your audience

• Sell your findings


38/40

te"


39/40



• Prepare Research Report

– Manuscript prepared for journal submission

te"


40/40

or! =rou"s and…

Contrast the process we have just

talked about with that of

Andreasen

re serch methods

Documents