MARKETING RESEARCH PART 5 doc

Research Design Ch 5 2 Research Design • Research design is a set of advanced decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed information. Ch 5 3 The Significance of Research Design • Although every problem and research objective may be unique there are enough similarities that allow us to make some decisions in advance about the best plan to resolve the problem. Ch 5 4 The Significance of Research Design • There are basic marketing research designs that can be successfully matched to given problems and research objectives, and they serve the researcher much like the blueprint serves the builder. Ch 5 5 Types of Research Design • Three traditional categories: –Exploratory –Descriptive –Causal • The choice of the most appropriate design depends largely on the objectives of the research and how much is known about the problem and research objectives. Ch 5 6 Basic Research Objectives and Research Design Research Objective Appropriate Design To gain background information, Exploratory to define terms, to clarify problems and hypotheses, to establish research priorities To describe and measure marketing Descriptive phenomena at a point in time To determine causality, Causal to make “if-then” statements Ch 5 7 Types of Research Design: A Caution • Exploratory • Descriptive • Causal A Caution –It should not be implied that research design is a step-by-step process in terms of the order in which design should be carried out. Many research projects use only one design. Ch 5 8 Exploratory Research • Exploratory research is most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem. • By unstructured, we mean there is no formal set of objectives, sample plan, or questionnaire. Ch 5 9 Exploratory Research • It is usually conducted when the researcher does not know much about the problems. • Exploratory research is usually conducted at the outset of research projects. Ch 5 10 Exploratory Research • Uses – Gain Background Information – Define Terms – Clarify Problems and Hypothesis (refine research objectives) – Establish Research Priorities •Many questions; many sources •Defining the problem; getting a “feel” [...]... intervals • Many large research firms maintain panels of consumers Ch 5 16 Descriptive Research Panel Results 70% Market Share 60% 60% 50 % 50 % 60% •Many questions; one or few sources •Formal sample and questionnaire Cory's American • Marketing Survey 30% 30% Illegal 25% – 20% Questionnaire 20% 20% 20% 15% 10% – Sample method and size 0% Summer Fall Spring – Data collectionWinter method 20 05 – Data analysis... interest Ch 5 over time 20 Ch 5 21 Changes From Two CrossSectional Studies • Pooch Plus dropped from 100 to 75 families • Beggar’s Bits remained the same at 200 • Milk Bone increased from 200 to 2 25 • Conclusion: Pooch Plus is losing market share to Milk Bone Target Milk Bones with a strategy to win back market share Ch 5 22 Ch 5 23 Longitudinal Data Analysis • Pooch Plus kept 50 families and lost 50 families... Data analysis (quantitative) Ch 5 17 • “Snapshot” versus Panel Design 40% 40% Marketing Research Panels • Continuous panels ask panel members the same questions on each panel measurement • Discontinuous panels vary questions from one panel measurement to the next – They are sometimes referred to as omnibus (“including or covering many things or classes”) Ch 5 18 Marketing Research Panels – Discontinuous...Exploratory Research • A variety of methods are available to conduct exploratory research – Secondary Data Analysis – Experience Surveys – Case Analysis – Focus Groups – Projective Techniques Ch 5 11 Descriptive Research • Descriptive research is undertaken to describe answers to questions of who, what, where, when, and how • Descriptive research is desirable when we wish to... Pooch Plus gained 25 former Beggar’s Bits families • Milk Bones gained 25 former Beggar’s Bits families • Conclusion: Beggar’s Bits is the competition…Not Milk Bone! Ch 5 24 Causal Research • Causality may be thought of as understanding a phenomenon in terms of conditional statements of the form “If x, then y.” • Causal studies are conducted through the use of experiments Ch 5 25 Experiments • An experiment... is desirable when we wish to project a study’s findings to a larger population, if the study’s sample is representative Ch 5 12 Research Design: Descriptive Research • Two basic classifications: – Cross-sectional studies – Longitudinal studies Ch 5 13 Classification of Descriptive Research Studies • Cross-sectional studies measure units from a sample of the population at only one point in time – Sample... drawn in such a way as to be representative of a specific population • These studies are usually Ch 5 presented with a margin of error.14 Classification of Descriptive Research Studies • Cross-sectional studies take “snapshots” of the population at a point in time Ch 5 15 Classification of Descriptive Research Studies • Longitudinal studies repeatedly measure the same sample units of a population over... Panels • Discontinuous panels have the advantage of being able to access large groups of people who have made themselves available for research • Discontinuous panels represent sources of information that may be quickly accessed for a wide variety of purposes Ch 5 19 Marketing Research Panels – Continuous Panels • Continuous panels are used quite differently from discontinuous panels in that one may use... dependent variable, while also controlling the effects of additional extraneous variables Ch 5 26 Independent Variable • Independent variables are those variables which the researcher has control over and wishes to manipulate – For example: level of ad expenditure; type of ad appeal; price; product features, etc Ch 5 27 Dependent Variables • Dependent variables are those variables that we have little or... after changing the independent variable Ch 5 32 A “True” Experimental Design • A “true” experimental design is one that truly isolates the effects of the independent variable on the dependent variable while controlling for the effects of any extraneous variables Ch 5 33 Not “True” Experimental Design • After-Only Design: • One-Group, Before-After Design: Ch 5 X O1 O1 X O2 34 Control of Extraneous Variables . Results 40% 30% 20% 15% 40% 50 % 60% 60% 20% 20% 20% 25% 0% 10% 20% 30% 40% 50 % 60% 70% Summer Fall Winter Spring 20 05 Market Share Cory's American Illegal Ch 5 18 Marketing Research Panels •. problem. Ch 5 4 The Significance of Research Design • There are basic marketing research designs that can be successfully matched to given problems and research objectives, and they serve the researcher. questionnaire. Ch 5 9 Exploratory Research • It is usually conducted when the researcher does not know much about the problems. • Exploratory research is usually conducted at the outset of research