THE RESEARCH PROCESS • The basis of marketing? customer needs and satisfaction of those needs • The role of research 1. understanding the market situation 2. strategy development 3. marketing program 4. monitoring and refinement 7/17/2016 Marketing Research 1 How research often works • We’re not sure what to do here – LET’S DO SOME RESEARCH • Sales are disappointing. – WHAT WENT WRONG? • Data already exist – LET’S USE THEM • Government sponsored programs – RESEARCH IS REQUIRED 7/17/2016 Marketing Research 2 Steps in the process 1. Identify the Research Problem 2. Choose the Research Method 3. Select the Sampling Procedure 4. Collect the Data 5. Analyze the Data 6. Write the Report 7. Follow up 7/17/2016 Marketing Research 3 1. Identify the Research Problem What do we want to know? e.g., Understanding the environment • macro: trends relating to demand for the product • micro: wants, needs, and behaviors of consumers – opportunities, threats, competition • Does the information already exist? 7/17/2016 Marketing Research 4 2. Choose the Research Method 1. Descriptive research focus groups, observation what do people think of your product, what do they do in your store? 2. Survey research surveys who buys your product? 3. Causal research experiments optimal sales price 7/17/2016 Marketing Research 5 Understanding of problem? Problem? Poor EXPLORATORY or SECONDARY RESEARCH Good Need to establish causality? Yes EXPERIMENT No Objective answers by asking? No OBSERVATIONAL RESEARCH Yes Need estimates of prevalence? No FOCUS GROUPS Yes SURVEY 3. Select the Sampling Procedure Census or Sample? Census is everyone, Sample is a portion Identify target population who are the people you want information on? Determine the sampling frame names, phone numbers or addresses? Probability or nonprobability sample? random or convenience procedure 7/17/2016 Marketing Research 7 4. Collect the data Carry out the appropriate procedure Real world: Marketing research field service Your study: Conduct interviews, distribute and collect questionnaires, or conduct experiment 7/17/2016 Marketing Research 8 5. Analyze the data • What did you find? – Univariate results – Bivariate results • Continue analysis – Work through all important questions 7/17/2016 Marketing Research 9 6. Write the report • Start with research proposal • Add the results – What did you find? • Interpret the findings – What did we learn? – What does it mean? – What don’t we know? 7/17/2016 Marketing Research 10 7. Follow up • Insure the report circulated • Insure it was correctly interpreted • Assess different reactions (politics) • Opportunity for additional research? 7/17/2016 Marketing Research 11 What Decision Makers Want • • • • • • • 7/17/2016 Confidentiality Honesty Flexibility Communication Punctuality Quality data Readability Marketing Research 12 Research ethics 1. From the client’s perspective: • Accuracy • Professional conduct • Confidentiality of respondents • Careful supervision • Disclose results and procedures (data?) to clients • Promote trust of the profession 7/17/2016 Marketing Research 13 Research ethics 2. From the participant’s perspective – MAIN PRINCIPLE: DO NO HARM • Safety (no harm) • Privacy (or anonymity) • True purpose of the research (no deception) • Right to refuse to participate or answer • Right to research results (debriefing) 7/17/2016 Marketing Research 14 Research proposal 1. Executive summary [1 page] abstract 2. Purpose and objective [4 pages] literature review, previous research 3. Research design [1 page + appendix] methods 4. Time and cost estimates [1 page] budget 5. Appendices references, sample questions 7/17/2016 Marketing Research 15 The End 7/17/2016 Marketing Research 16