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Lecture 2B The Consumer Research Process

The document outlines the Consumer Research Process, emphasizing the steps from problem identification to data analysis and report presentation. It highlights the importance of exploratory research in defining marketing problems and the formulation of research objectives as hypotheses. Additionally, it discusses various research designs, methods, and sampling procedures essential for effective data collection and analysis.

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12 views25 pages

Lecture 2B The Consumer Research Process

The document outlines the Consumer Research Process, emphasizing the steps from problem identification to data analysis and report presentation. It highlights the importance of exploratory research in defining marketing problems and the formulation of research objectives as hypotheses. Additionally, it discusses various research designs, methods, and sampling procedures essential for effective data collection and analysis.

Uploaded by

mail.grandvizier
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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LECTURE 2B

The Consumer Research Process


The Consumer Research Process

Follow-up

Writing and
Presenting the Creation of
Report the Research
Design
Problem/
Opportunity
Identification &
Formulation Choice of Method
Analysis of of Research
the Data

Collection of the Selection of the


Data Sampling
Procedure
Step 1: Problem/Opportunity
Identification and Formation
• The research process begins with the
recognition of a marketing problem or
opportunity.
• As changes occur in the firm’s external
environment, marketing managers are faced
with the questions, “Should we change the
existing marketing mix?” and, “If so, how?”
• Management Decision Problem = action-
oriented.
• Marketing Research Problem = information-
oriented
Using Exploratory Research to
Define the Problem/Opportunity
Exploratory Research
– Exploratory research is usually small-scale research
undertaken to define the exact nature of the problem
and to gain a better understanding of the environment
within which the problem has occurred.
Problem Formulation

• Link to decision problem


– Translation of decision problem to research
problem

• Formulation of research objectives


– Guides the research

Problem Formulation in Entrepreneurship Research


Problem Formulation

• Decision Problems • Research Problems


– Develop package for a – Evaluate effectiveness of
new product alternative package
designs
– Increase store traffic – Measure current image of
the store

– Increase market
penetration through the – Evaluate prospective
opening of new stores locations
Problem Formulation
FUNDAMENTAL SOURCES FOR
MARKETING
PROBLEMS/OPPORTUNITIES
• Unanticipated Changes
– Environment
– ‘What’ and ‘Why’
• Planned Changes
– Marketing actions to help the business grow
– ‘How’ and ‘When’
• Serendipity
Problem Formulation
• Recognition of a decision situation
– Problem
– Opportunity
– Symptoms
• Situation Analysis
– Focus on variables that have produced the
stated problem/opportunity
Problem Formulation
• Model Development
– Description of the outcomes that are desired
– Relevant variables
– Relationship between variables
• Specification of Information Requirements
– Information relevant to the decision-maker
– Set the research boundaries
– Translation of research output to decision making
Factors to be Considered in the
Environmental Context of the Problem
PAST INFORMATION AND FORECASTS

RESOURCES AND CONSTRAINTS

OBJECTIVES

BUYER BEHAVIOR

LEGAL ENVIROMENT

ECONOMIC ENVIROMENT

MARKETING AND TECNOLOGICAL


SKILLS
Development of Research
Questions and Hypotheses

Components of the
Marketing Research Problem
Objective/
Theoretical
Framework Research Questions
Analytical
Model
Hypotheses
Definition of Research Objectives

• The culmination of the problem/opportunity


formulation process is a statement of the
research objectives.
– These objectives are stated in terms of the
precise information necessary to answer the
marketing research problem/opportunity.
– Objectives must be as specific and
unambiguous as possible. The entire research
effort is geared toward achieving the objectives.
Research Objectives Stated as
Hypotheses
• Often researchers state research objectives
in the form of a hypothesis.
– A hypothesis is a conjectural statement about a
relationship between two or more variables that
can be tested with empirical data.
Step 2: Creating the Research
Design
• The research design is the plan to be
followed to answer the research objectives or
hypotheses.

• There is no single, best research design.


Instead, the investigator faces an array of
choices, each with certain advantages and
disadvantages.

Research Design: What it is, Elements & Types


Descriptive vs. Causal Studies

The researcher’s first task is to decide whether the


research will be descriptive or causal.

Descriptive Causal
Studies that
Studies that answer examine whether one
the questions who, variable causes or
what, when, determines the
and how value of another
variable
Descriptive and Causal Studies

• Descriptive Studies
– Implicit in descriptive
research is the fact that
management already
knows or understands
the underlying
relationships of the
problem area.
– Descriptive studies are
limited to answering
who, what, when,
where, and how
questions.
Descriptive and Causal Studies

• Causal Studies
– In causal studies the researcher investigates
whether one variable causes or determines the
value of another variable.
• A dependent variable is a variable expected to
be predicted or explained. An independent
variable is a variable in an experiment that the
market research can, to some extent,
manipulate, change, or alter.
• Criteria for causation.
• Temporal sequence and concomitant variation.
Step 3: Choosing a Basic Method of
Research
• A research design, either descriptive or
causal, is chosen according to a project’s
objective.
• The next step is to select a means of
gathering data (or research methods).
Basic Research Methods
• Survey
– Research in which an interviewer interacts with
respondents (except in mail surveys) to obtain
facts, opinions, and attitudes.
• Observation
– Descriptive research that monitors respondent’s
actions without direct interaction.
Basic Research Methods

• Experiments
– The objective of experiments is to measure causality.
– An experiment is distinguished by the researchers
changing one or more variables -- price, package,
design while observing the effects of those changes on
another variable (usually sales).
Step 4: Selecting the Sampling
Procedure
• A sample is a subset of a larger population.
• Once the population has been defined, the
next question is whether to use a probability
sample or a nonprobability sample.
Sampling methods
Probability versus Nonprobability
Samples

Probability Samples Nonprobability Samples

Subsets of a population
that ensure a Subsets of a population in
representative cross which little or no attempt
section by giving every is made to ensure a
element in the population representative cross
a known nonzero chance section
of being selected
Step 5: Collecting the Data

• Most data collection is done by marketing


research field services.
• Field service firms, found throughout the
country, specialize in providing personal and
telephone interviews for data collection on a
subcontract basis.
Step 6: Analyzing the Data
• After the data have been collected, the
next step in the research process is data
analysis.
• The purpose of data analysis is to interpret
and draw conclusions from the data that
has been collected.
Step 8: Follow-Up

• After a company has spent a considerable


amount of effort conducting marketing
research and preparing a report, it is
important that the findings of the research
be used.
• On way to help ensure that the findings will
be used is to minimize conflict between the
marketing research department and other
departments.

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