Chapter Three - NTU COOL

Chapter Three

The Marketing Research Process

1

Marketing Research 11th Edition http://www.drvkumar.com/mr11/

Overview of Marketing Research Process

Why should we do research?

What research should be done?

Is it worth doing the research?

How should the research be designed to achieve the research objectives?

What will we do with the research?

2

MR Process Evolves From Answers to Five Key Questions:


研究問題的設定

研究設計的規劃

抽樣樣本的建置

資料的蒐集

研究發現的解讀與提報

資料的分析

4

Marketing Research Process


決策問題的發現或產生

探索性研究方案的選擇

次級資料文獻回顧

專家訪談或焦點團體訪談

其他質性研究方法

研究問題的定義或陳述

研究設計方案的選擇

描述性研究•市調 –電話訪問•市調 –郵寄問卷調查•市調 –人員訪問

因果性研究•實驗設計法•時間序列資料分析•縱橫結構資料庫分析

(Panel Structure Database Analysis)

抽樣及樣本方案的選擇

研究報告撰寫與簡報

結果與發現的解讀

資料處理與分析

資料編輯與編碼

資料蒐集

隨機抽樣非隨機抽樣

研究問題的設定

研究設計的規劃

抽樣樣本的建置

資料的蒐集

資料的分析

研究發現的解讀與提報

Step 1- Research Purpose

▫ Problem or opportunity analysis

▫ Which problems or opportunities are anticipated?

▫ What is the scope of the problems and the possible reasons?

▫ Evaluation of decision alternatives

▫ What are the alternatives being studied?

▫ What are the criteria for choosing among the alternatives?

▫ What is the timing or importance of the decision?

▫ Users of Research results

▫ Who are the decision makers?

▫ Are there any covert purposes?

6


(Decision Questions)

Problem or Opportunity Analysis

• What Do Today’s Buyers Want?

• Today’s Buyers are:▫ Skeptical

▫ Cautious

▫ Tired of selling and sales

pressure

▫ Busy

▫ Confused

7


SOURCE: findmorebuyers.com/page.cfm/11, January 2003.

Decision Alternatives

• For research to be effective, it must be associated with a decision.

• A most useful way to clarify the decision motivating the research is to ask:1. What alternative actions are being considered?

2. What actions would be taken, given the various feasible outcomes of the

research?

• The researcher and decision maker need to discuss all possible criteria in advance, and choose those that are appropriate.

• Timing and importance are always pivotal issues in the research process.

8


Research Users—Decision Makers

• The major benefit from making an effort to reach all the decision makers is;

▫ To get the research purpose specified more adequately.

▫ To absorb a good deal about the resources that are available to deal with the problem.

9


Step 2 - Research Objective

▫ A statement of what information is

needed

▫ Research objective should be framed to

ensure information obtained will satisfy

research purpose

10

Components of research objectives:

• Research Question

• Development of Hypotheses

• Research Scope / Boundaries


(Research Questions)

Research Question

▫ Asks what specific information is required to achieve the research

purpose

11

Sample questions to determine if a specific

advertisement should be run:

• Will the advertisement be noticed?

• Will it be interpreted accurately?

• Will it influence attitudes?


Hypothesis Development

• A hypothesis is a possible answer to a research

question.

• Generating a hypothesis Draw on previous research efforts

Borrow from other disciplines such as:

Psychology

Sociology

Marketing

Economics

Manager’s experience with related problems, coupled with knowledge

and the use of judgment

12


13

• Theory

• Management experience

• Exploratory research

Hypothesis Development (Contd.)


Step 3 - Estimating the Value of Information

▫ Value depends on:

Importance of decision

Uncertainty that surrounds it

Influence of research information on the decision

14


15

Case B

Case A

$ 1 million

-$ 2.5 million

Success

Failure

Introduce

Introduce

Do not introduce

Do not introduce

Illustrative Decision Models

$0

$0

$ 1 million

-$ 2.5 million

Success

Failure

Failure

Introduce

Introduce

Do not introduce

Do not introduce

$0

$0

$ 4 million

$ 4 million


0.6

0.4

0.6

0.4

The International Marketing Research Process

• Marketing research process is

consistent for both domestic and

international markets

• Variety of market environments

affect international marketing

research process

Major Environmental Forces

Influencing International Marketing

Research Process:

• Economic Environment

• Social-cultural Environment

• Political and Legal Environment

• Technological, Multimedia and Infrastructural Facilities

16


The International Marketing Research Process (Contd.)

• To avoid mistakes:

▫ Profile your target customers and clients

▫ Interview target segments to assess how

well they match your preconceived ideas

▫ Hire local researchers

▫ Use a variety of methods (Qualitative and

quantitative methods) to get a well-rounded

picture

▫ Look at the findings and analyze what must

be done differently, abroad or

internationally, in comparison with current

domestic marketing activities

17


Framing Research Questions in an International Environment

• Possible questions an international marketing researcher might ask to gather information on questions that will help management narrow the possibilities for international marketing activities;

▫ Do opportunities exist for entry into foreign markets?

▫ Which foreign markets warrant detailed investigation?

▫ What are the major economic, political, legal, and other environmental facts in each potential country?

▫ What mode of entry does the company plan to adopt?

▫ What is the market potential in these countries?

▫ Who are the firm’s present and potential customers?

▫ What is the nature of competition in the foreign market?

▫ What kind of marketing strategy should the firm adopt?

18


19

End of Chapter Three

Documents

Chapter Three - NTU COOL