Marketing Research Process
Its all about the
Information Need!
Harley Davidson Dilemma in 2005!
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To invest in new facilities or not! What is the problem being addressed? Inadequate problem definition is a leading cause of failure of MR projects.
Defining the Problem & Developing an Approach
Understand the background of the problem by analyzing the environmental context. Tasks involved in problem definition: Discussions with decision makers Interviews with industry experts Analysis of secondary data
Steps in Marketing Research Process
Problem Definition Development of an approach to the Problem Research Design Formulation Fieldwork/Data Collection Data Preparation & Analysis Report Preparation & Presentation
Management Decision Problem
Asks what the decision maker needs to do Action oriented Focuses on symptoms
Marketing Research Problem
Asks what information is needed & how it should be obtained Information oriented Focuses on the underlying causes
MDP vs. MRP
MDP: Should a new product be introduced
MRP: to determine consumer preferences & purchase intentions for the proposed new product
MDP: Should the advertising campaign be changed?
MRP: to determine the effectiveness of the current advertising campaign
MDP: Should the price of the brand be increased?
MRP: to determine the price elasticity of demand & the
impact on sales & profits of various level of price changes
Research Design
Broad classifications: Exploratory Research Descriptive Research Conclusive Research Causal Research
Qualitative Research
Techniques: Depth Interview Focus group Projective techniques
Exploratory Research
Clarifying thoughts Forming opinions Crystallizing the problem
Descriptive Research
2-types: Longitudinal Studies
(respondents studied over a period of time)
Cross-sectional Design
(1-shot research study at a given point of time, consists of a sample/cross-section of the population)
Causal Research Design
Seeks to establish causation Whether or not Y is affected by X? Does X cause Y?
Designing the Research Methodology
5-major parts: Research method (Secondary/Primary) Sampling Plan Questionnaire Design Field work plan Analysis plan
Primary Data Collection Methods
Surveys Observation Experimentation Qualitative Techniques Specialized Techniques
(word association/focus group/projective techniques)
(consumer panel/retail audit/TV audience measurements)
Problem definition based on symptoms & true problem
Manager of a 20 yr old neighborhood swimming pool Membership has been declining for years. New water park with wave pool & water slides moved into town a few years ago.
Problem definition based on symptoms & true problem
Chief Manager of a Brewery Sales has been declining for years. Consumers prefer taste of competitors product.
Problem definition based on symptoms & true problem
Producer of a television show We got a problem. The programs ratings are low. We need to learn how to improve our ratings.
Evaluating the statement of Business Problem
The inventor of a tension headache remedy ( a cooling pad that is placed on the forehead for up to 4 hours): The purpose of this research is To identify the market potential for the product To identify what desirable features the product should posess To determine possible advertising strategies/channel strategies for the product.
Evaluating the statement of Business Problem
The military wishes to understand its image from the publics point of view. Define the business problem.
Do-It-Now!
State a problem in your field of interest and list some variables that might be investigated to solve this problem.