The Marketing Research Process Show
Step 1: Defining objectives
Step 2: Designing the Research Project
Quantitative vs Qualitative Qualitative research: used to uncover consumers motivations, attitudes and behavior Quantitative research: research which involves data collecting from a sufficient volume of customers to allow statistical analysis Marketing research designs
Exploratory Research Conclusive Research Causal Research Descriptive Research Long Intudinal Design Cross Sectional Design Single Cross Sectional Design Multiple Cross Sectional Design
Exploratory Research( Qual.) - Gathering preliminary (vorbereitende) information that will help to better define problems and suggest hypotheses. Redefine the Problem.
Provides the Information needed to confirm preliminary insights, which managers can use to persue appropriate courses of action. Causal research ( Quant.) Causal research ( Quant.) - Marketing research to test hypotheses about cause-and-effect relationships. Describes relationship of variables. Glas Design/ Success (Nutella Glas) Descriptive Research (Quant.) - Describing marketing problems, situations or markets, such as the market potential for a product or the demographics and attitudes of consumers. Cross Sectional Surveys vs Longitudinal Surveys Cross Sectional Surveys:
Longitudinal Surveys:
Single Cross Sectional Design vs Multiple Cross Sectional Design Single Cross Sectional = In one Place Multiple Cross Sectional = Multiple Places
A sample is a selected subset of a population that is representative of the entire population.
Methods Of Data Collection
Secondary data (Desktop Research) are data which have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively. Before strating primary research: examination of of low-cost and readily available secondary data.
Advantages of Secondary Data
Problems with Secondary Data
are originated by a researcher for the specific purpose of addressing the problem at hand. The collection of primary data involves all six steps of the marketing research process. Start of collection, when needed data: don’t exist, are dated inaccurate, incomplete, or unreliable
Step 4: Data Analysis (incl. Data Cleansing) Statistical tools:
Criteria to choose the proper tool:
Census: Data collection from or about every member of the population of interest. Also called canvassing the population by asking everyone a set of questions. Sample: A subset of all the members of a population of interest. Hopefully that subset is statistically representative of the general population. Step 5: Documentation (presenting Results)
Which data is originated by the researcher for the specific purpose of addressing the research problem?An advantage of using primary data is that researchers are collecting information for the specific purposes of their study.
Are originated by a researcher for the specific purpose of addressing the problem at hand?Secondary data is data originated by the researcher for the specific purpose of addressing the research problem. Primary data represents any data that have already been collected for purposes other than the problem at hand.
What type of data was collected for another purpose but can be used to address a current problem?Secondary data is the data that was collected previously for a different purpose other than the research at hand. It is data that was already collected, generally by another individual or organization. Secondary data is typically used for research papers but can also be used in marketing.
What is the term for data that have been collected for some purpose other than the problem at hand?Primary data is collected for addressing the problem at hand while secondary data is collected for purposes other than the problem at hand. Primary data collection is a very involved process.
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