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Research Purpose

Why should we do research?


Research Objective

What research should be done?


Problem Identification

Going below the surface to find underlying problem marketer is facing (forecasting, market potential, market trends)


Solving Research

Research undertaken to ID problem (4P's)


Market Research

What information is needed?

specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.


Management Decision

What should management do?

Statement specifying type of managerial action required to solve problem


3 Approaches to research design

1) Exploratory (secondary) discover ideas to better understand problem
2) Descriptive (Quantify data) what provides answers to research questions
3) Casual (experimental data) test cause/ effect relationship


Quantitative Research Methods

Research heavy on standard questions, pre determined answers, survey based


Qualitative Research Methods

Collection of data in form of text.\ images, open ended questions, observations


Goals of Qualitative methods

-Get primary insight on research problem
- Probe more deeply into areas that quantitative research is too superficial to access
- Provide initial ideas on specific problems, theories, relationships, variables and scale design


Qualitative research method: Focus Groups

Bringing small group of people together for interactive spontaneous discussion. Three components: participants, facility, moderator

Pros: idea generation, revels needs/likes/dislikes, group dynamic


Qualitative research method: In Depth Interviews

Well trained interviewer ask semi structured question face to face. Encourage rambling and respondent point of view
-Semi Structured: attempt to cover specific list of topics
-Non directive: respondent has max freedom

Pros: respondent feels important, long period can revel motivation and feelings, get singular viewpoint with others pressure


Qualitative research method: Observation

Observing/recording behavior without directly communicating with them (secret shopper)

Pros: see actual compare to what they say they do, electronic scans are accurate, firsthand info less bias

Cons: can only measure physical/behavioral, not beliefs or motives, expensive, not great measure of general pop


Qualitative research method: Ethnography

Data collection in natural setting to see how social and control influences behavior and experience. researchers use intimacy to gain deep data

Pros: shows how people interact with product, discover unknown needs, show how/when/why people show for brands


Exploratory Research

To formulate a problem or define a problem more precisely.
-To identify alternative courses of action.
-To develop hypotheses.
-To isolate key variables and relationships for further examination.
-To gain insights for developing an approach to the problem.
-To establish priorities for further research.


Descriptive Research

-To develop a profile of a target market.
-To estimate the frequency of product use as a basis for sales forecast.
-To determine the relationship between product use and perception of product characteristics.
-To determine the degree to which marketing variables are associated


Casual Research

To understand which variables are the causes (independent variables) and which are the effects (dependent variables) of a phenomenon.
To determine the extent of the relationship between the predicted effect and the causal variables


Conceptual Map

SO WE CAN EXPLAIN (question)