Research Methods in Marketing
(MBA 8601)
Jeremy Kees, Ph.D.
My Research…
• Advertising
– Kees et. al (Journal of Advertising, forthcoming)
– Kees, Jeremy (JCIRA, forthcoming)
• Framing Effects
• Pharma – “Fair Balance”
– Kees et al. (Psychology and Marketing, 2008)
• Nutrition
– Burton et al. (American Journal of Public Health, 2006)
• Menu Labeling
My Research…
• Smoking/Tobacco
– Kees et al. (Journal of Public Policy and Marketing, 2006)
• Graphic Warning Labels
• Pricing
– Jensen et. al (Journal of Interactive Marketing, 2003)
• Reference Prices
• Finance
– Howlett et al. (Journal of Consumer Affairs, 2008)
• Temporal Orientation and Long-Term Financial Planning
The Value of Marketing
Research
• Reduces risk in decision making
• Let’s move away from making
decisions based on anecdotal
evidence (i.e., information or
casual observation that is not based
on facts or careful study)
Important Topics…
• Part I: Non-data research issues
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Research Process
Problem Identification
Study Design
Sampling
• Part II: Data Analysis
– Crosstabs / Correlation
– Regression / t-tests / ANOVA
– Conjoint / Perceptual Mapping
How does research fit into the
broader scope of marketing
management??
Review of Marketing Management
target
market
The External Environment
Economic
Environment
Competitive
Environment
Marketing
Strategy
Technological
Environment
Political
and Legal
Environment
Customer
Value and
Behavior
Social
Environment
Natural
Environment
Marketing research is the “function which links
the consumer, customer, and public to the
marketer through information--information
used to identify and define marketing
opportunities and problems; generate, refine
and evaluate marketing actions; monitor
marketing performance; and improve
understanding of marketing as a process.”
- American Marketing Association
Marketing Research Defined
 Marketing research is the systematic and objective
 identification
 collection
 analysis
 dissemination
 and use of information
 For the purpose of improving decision making related to the
 identification of problems and opportunities and
 solution of problems and opportunities in marketing.
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Using Information….
Used to identify and
define market
opportunities and
problems
Generate, refine, and
evaluate marketing
performance
Monitor marketing
performance
Improve understanding
of marketing as a
process
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The need for information…
• MR focuses on the use of information as
a source of strategic advantage
• As marketers, we should strive for a
thorough knowledge of customers, and
their attitudes, tastes, preferences
• We should also want to keep an eye on
competition (e.g., benchmarking)
• This information will help us making
strategic marketing decisions (e.g., 4
P’s)
To sum….the function of marketing
research is to provide managers
with information
Marketing Research
Problem /Opportunity
Identification Research
Market Potential Research
Market Share Research
Market Characteristics Research
Sales Analysis Research
Forecasting Research
Business Trends Research
Problem-Solving
Research
Segmentation Research
Product Research
Pricing Research
Promotion Research
Distribution Research
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Users of Market Research
• Fortune-500 Firms
– e.g., Product tweeks, shelf location
• Entrepreneurs
– e.g., Market size, growth potential,
viability
• And everyone in-between…
Marketing research can tell us…
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How our customer service is perceived by our customers and what
particular areas we can improve on or emphasize
How customers shop and how we can adjust our atmospherics to
maximize sales
What new products or new product features do customers want
How customers perceive us in relation to our key competitor (or do
they even recognize us as a key player in the industry)
Who our most loyal customers are and how do we cater to this
important segment
Who our prototypical customer is
How can we segment the market in more manageable groups
What marketing communications are most effective at reaching
various segments of the market
What is going to be the demand for a new product or an existing
product in a new market
Where should we build our next retail location
At what price point we can maximize profitability and maintain
consumer demand
Which media vehicles will be most effective to communicate our
advertising message
Etc.
Project vs. Info Systems
• Information Systems Approach
(MIS—Marketing Information System)
– “Ongoing” decision tool
– Interactive / Non-technical models
– Database Marketing
– e.g., Retail Link
• Project-Based (the focus of this
discussion)
Research $$ are spent on…
How Might Each of These Institutions Use
Marketing Research?
*An outdoor advertising firm
*A local bank
*The Los Angeles Lakers
*The Food and Drug Administration
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The Research Process
Just to reemphasize…
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Marketing research is the marketer’s
link to understanding the consumer
and the external environment
The SOLE purpose of marketing
research is to inform decisions
Every research project is different...
Step 1: Problem Formulation
• A well-defined study begins with a
clearly defined objective
“The formulation of a problem is often more essential
than its solution” - Albert Einstein
• The problem is rarely clear-cut
• Slight variations in research questions
can lead to substantial changes in the
research process (so be careful)
– Drives decisions related to research design,
measurement, sampling, analysis, etc.
Step 1: Problem Formulation
Stage in the
Process
Typical Questions
Formulate problem
• What is the purpose of the study (i.e.,
to solve a problem? Identify an
opportunity?)
• Is additional background information
necessary?
• What are specific research questions
and what information is needed to
make the decision?
• How will the information be utilized?
• Has a decision already been made?
• Should research be conducted?
Step 1: Problem Formulation
“Attacking the Obesity Epidemic: An Examination of the Potential Health
Benefits of Nutrition Information Provision in Restaurants,” American
Journal for Public Health (2006)
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Formulate Problem
– Obesity is the 2nd leading cause of preventable death in the US
– What can be done?
– Can the provision of nutrition information help consumers make
better (healthier) food consumption decisions? (decision problem)
– How good (accurate) are consumers at estimating the nutritional
content of restaurant foods? and Can providing objective nutrient
information improve food evaluation and choice (research
problems)
– State hypotheses to be tested based on theory
• Based on Expectancy disconfirmation theory:
– H3a: When objective nutrition information is less favorable
than consumers’ expect, nutrition information provision will
have a greater negative influence on product attitudes and
purchase intentions and a greater positive influence on
perceived likelihood of weight gain and heart disease.
Step 2: Determine Research Design
• Dictated by the problem or research
question
• Exploratory Research
– “Discovery”
• Descriptive Research
– “Relationships”
• Causal Research
– Experiments
Step 2: Determine Research Design
Stage in the
Process
Typical Questions
Determine research
design
• How much is already known?
• Can a hypothesis be formulated?
• What types of questions need to be
answered?
• What type of study will best address
the research questions?
Step 2: Determine Research Design
“Attacking the Obesity Epidemic: An Examination of the Potential Health
Benefits of Nutrition Information Provision in Restaurants,” American
Journal for Public Health (2006)
•
Determine Research Design
– Two research problems (questions) require two designs
– How good (accurate) are consumers at estimating the nutritional
content of restaurant foods?
• Simple survey that asks participants to estimate nutritional content of
common restaurant foods
– Can providing objective nutrient information improve food
evaluation and choice
• Between-subjects experiment
Step 3: Design Data Collection & Forms
• Secondary research – not necessary
• Survey Research
– Lots of ways to collect data
• Measurement
– Constructs / Variables
Step 3: Design Data Collection & Forms
Stage in the
Process
Typical Questions
Determine data
collection method and
forms
Can existing data be used to advantage?
What is to be measured? How?
What is the source of the data?
Can objective answers be obtained by asking
people?
How should people be questioned?
Should the questionnaires be administered in
person, over the phone, or through the mail?
Should electronic or mechanical means be used to
make the observations?
Should structure or unstructured items be used to
collect the data?
Should the purpose of the study be made known to
the respondents?
Should rating scales be used in the questionnaire?
Step 3: Design Data Collection & Forms
“Attacking the Obesity Epidemic: An Examination of the Potential Health
Benefits of Nutrition Information Provision in Restaurants,” American
Journal for Public Health (2006)
•
Design Data Collection and Forms
– Quantitative data needed
– Questionnaires with estimations, multi-item
attitudinal/risk/intentions variables
Step 4: Design Sample and Collect Data
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Determine your “target market”
Determine necessary sample size
Sampling Methodology
Logistics
Cost
Ethics
Step 4: Design Sample and Collect Data
Stage in the
Process
Typical Questions
Design sample and
collect the data
• Who is the target population?
• Is a list of population elements available?
• Is a sample necessary?
• Is a probability sample desirable?
• How large should the sample be?
• How should the sample be selected?
• Who will gather the data?
• How much supervision is needed?
• What operational procedures will be
followed?
• What methods will be used to ensure the
quality of the data collected?
Step 4: Design Sample and Collect Data
“Attacking the Obesity Epidemic: An Examination of the Potential Health
Benefits of Nutrition Information Provision in Restaurants,” American
Journal for Public Health (2006)
•
Design Sample and Collect Data
– Adult Sample
• Recruited by undergrads
• Mail panel
Step 5: Analyze and Interpret the Data
• Edit / clean / code the data
• Analyze
• Interpret
Step 5: Analyze and Interpret the Data
Stage in the
Process
Typical Questions
Analyze and interpret
the data
• Who will handle the editing of the
data?
• How will the data be coded?
• Who will supervise the coding and
keypunching?
• What tabulations / statistical tests /
analysis techniques will be used?
Step 6: Analyze and Interpret the Data
“Attacking the Obesity Epidemic: An Examination of the Potential Health
Benefits of Nutrition Information Provision in Restaurants,” American
Journal for Public Health (2006)
•
Analyze and interpret the data
– Crosstabs and other simple computations
– ANOVA / MANOVA / Chi-Square
– Results show that most consumers are unaware of high
levels of calories, fat, saturated fat, and sodium found in
many menu items. Provision of nutrition information on
restaurant menus could potentially have a positive impact
on public health by reducing the consumption of less
healthful foods
Step 6: Analyze and Interpret the Data
• Know your audience
• Sell your findings
Step 7: Prepare Research Report
Stage in the
Process
Typical Questions
Prepare the research
report
• Who will read the report?
• What is their technical level of
sophistication?
• Are managerial recommendations
called for?
• What will be the format of the
written report?
• Is an oral report necessary?
• How should the oral report be
structured?
Step 7: Prepare Research Report
“Attacking the Obesity Epidemic: An Examination of the Potential Health
Benefits of Nutrition Information Provision in Restaurants,” American
Journal for Public Health (2006)
•
Prepare Research Report
– Manuscript prepared for journal submission
Form Groups and…
Contrast the process we have just
talked about with that of
Andreasen