marketing research 7th edition aaker, kumar, day business research skills: essentials of market...
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Marketing Research 7th Edition Aaker, Kumar, Day
Business Research Skills:Essentials of Market
Research
WLU MBA BU 610 Workshop
F.H.Rolf SeringhausProfessor
Saturday, January 15, 2005
Marketing Research 7th Edition Aaker, Kumar, Day
Marketing Research 7th Edition Aaker, Kumar, Day
IntroductionThe Market Research ProcessThe Research DesignMethods of obtaining InformationWhat Information do we want?Summary
Marketing Research 7th Edition Aaker, Kumar, Day
Introduction
Marketing Research 7th Edition Aaker, Kumar, Day
Role of Market Research
Specifies information required
Designs method for collecting information
Manages and implements data collection process
Interprets results & communicates findings
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Marketing Research 7th Edition Aaker, Kumar, Day
Marketing Research 7th Edition Aaker, Kumar, Day
Ethics in Marketing Research
Ethics of the Sponsor Overt and covert purposes Dishonesty in dealing with suppliers Misuse of research information
Ethics of the Supplier Violating client confidentiality Improper execution of research
Respondents Abuse Falsifying answers
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Marketing Research 7th Edition Aaker, Kumar, Day
Marketing Research in Practice
Programmatic Research Develops market options through market
segmentation, market opportunity analysis, or consumer attitude and product usage studies
Selective Research Tests different decision alternatives such as new
product testing, advertising copy testing, pre-test marketing, and test marketing
Evaluative Research Evaluation of performance of programs
Marketing Research 7th Edition Aaker, Kumar, Day
The Market Research Process
Marketing Research 7th Edition Aaker, Kumar, Day
Overview of Research Process
MR Process Evolves From Answers to Five Key Questions
Why should we do research? What research should be done? Worth doing the research? How should the research be designed to
achieve the research objectives?What will we do with the research?
Marketing Research 7th Edition Aaker, Kumar, Day
1.Problem definition & research questions
2.Exploratory research
Secondary data
Preliminary interviews
3. Formal research design (e.g., survey, experiment)
4. Data collection & analysis
5. Interpreting & reporting results
Observation
Marketing Research 7th Edition Aaker, Kumar, Day
Translate Problem into Research Objective…
Problem/question:
should our bank offer web banking (WB)?
In which of three possible versions should the service be offered?
Marketing Research 7th Edition Aaker, Kumar, Day
…Translate Problem into Research Objective…
Research questions:
Are consumers aware of WB systems?What are consumer reactions to WB?How do consumers react to service form A,B,C?What are the perceived benefits of each form of service?
Marketing Research 7th Edition Aaker, Kumar, Day
…Translate Problem into Research Objective
Research objectives:
Determine consumer awareness with aided recallMeasure attitudes and beliefs about WBObtain ratings and rankings for each form of serviceIdentify perceived benefits of, and objections to, WB
Marketing Research 7th Edition Aaker, Kumar, Day
Manager’s checklist:When to use exploratory research
when existing background information is limitedto more clearly define problems or opportunitiesto clearly establish research objectivesto determine if conclusive research is neededto help design a questionnaire for conclusive researchto investigate in more depth the findings of a conclusive study
Marketing Research 7th Edition Aaker, Kumar, Day
The Research Design
Marketing Research 7th Edition Aaker, Kumar, Day
Research Design and Implementation
Research Design The detailed blueprint to guide the
implementation of a research study toward the realization of its objectives
Marketing Research 7th Edition Aaker, Kumar, Day
Three types of market research
exploratory descriptive causaldegree of unaware aware clearlyproblem defineddefinition
possible sales decline? who’s buying? what do theysituation interest in what features prefer?
product idea? preferred? which campaignmore effective?
Marketing Research 7th Edition Aaker, Kumar, Day
The Sampling Concept
Universe > Sampling Frame > Sample > Respondents
Sample minus respondents = non-respondents
Respondents plus non-respondents = sample
Marketing Research 7th Edition Aaker, Kumar, Day
Marketing Research 7th Edition Aaker, Kumar, Day
The Concept of Sampling
Population
Sampling Frame
Sample
Respondents
Marketing Research 7th Edition Aaker, Kumar, Day
Our Poll shows 92% don’t tell the truth on Polls
Marketing Research 7th Edition Aaker, Kumar, Day
Accuracy of Measurement
Validity
an attitude measurement has validity when it measures what it is supposed to measure
Reliability
consistency with which the measure produces the same results with the same or comparable population
Marketing Research 7th Edition Aaker, Kumar, Day
Methods of obtaining Information
Marketing Research 7th Edition Aaker, Kumar, Day
Basic Survey Methods
Personal Interview
Telephone Interview
Mail Survey
Internet Surveys
Marketing Research 7th Edition Aaker, Kumar, Day
Personal Interviews: Advantages
Can arouse and keep interest
Can build rapport
Ask complex questions with the help of visual and other aids
Clarify misunderstandings
High degree of flexibility
Probe for more complete answers
Accurate for neutral questions
Do not need an explicit or current list of households or individuals
Marketing Research 7th Edition Aaker, Kumar, Day
Personal Interviews: Disadvantages
Bias of Interviewer
Response Bias Embarrassing/personal questions
Time Requirements
Cost Per Completed Interview Is High
Marketing Research 7th Edition Aaker, Kumar, Day
Telephone Interviewing: Advantages
Central location, under supervision, at own hours
More interviews can be conducted in a given time Travelling time is saved
More hours of the day are productive
Repeated call backs at lower cost
Absence of administrative costs
Lower cost per completed interview
Intrusiveness of the phone and ease of call backs Less sample bias
Marketing Research 7th Edition Aaker, Kumar, Day
Marketing Research 7th Edition Aaker, Kumar, Day
Telephone Interviewing: Limitations
Inability to employ visual aids or complex tasks
Can't be longer than 5-10 min. or they get boring
Amount of data that can be collected is relatively less
A capable interviewer essential
Sample bias As all people do not have phones, or are not listed
Marketing Research 7th Edition Aaker, Kumar, Day
Mail Surveys: Advantages
Lower cost
Better results, including a shorter response time
Reliable answers as no inhibiting intermediary
Survey answered at respondents discretion
Marketing Research 7th Edition Aaker, Kumar, Day
Mail Surveys: Disadvantages
The identity of the respondent is inadequately controlled
No control over whom the respondent consults before answering the questions
The speed of the response can't be monitored
No control on the order in which the questions are exposed or answered
Respondent may not understand questions
No control over omissions, appropriateness of response
Long response time
Marketing Research 7th Edition Aaker, Kumar, Day
Mail Surveys: Disadvantages
The respondent may not clearly understand the question and no opportunity to clarify
No long questionnaires
Subject to availability of a mailing list
Response rate is generally poor
Number of problems such as obsolescence, omissions, duplications, etc
Marketing Research 7th Edition Aaker, Kumar, Day
Internet Surveys: some thoughts respondent needs computer skills
respondent can choose own schedule for completion
easy to incorporate complex branching questions
can easily use respondent-generated words in questions throughout survey
can accurately measure response time of respondents to key questions
can easily display variety of graphics and directly relate them to questions
eliminates need to encode data from paper
speedier data collection, coding, analysis
Marketing Research 7th Edition Aaker, Kumar, Day
What Information do we want?
Marketing Research 7th Edition Aaker, Kumar, Day
What kind of information do we want to obtain?
What people say they want > attitudes
What people think is true > beliefs
What people do > behaviour
What people are > attributes
Marketing Research 7th Edition Aaker, Kumar, Day
Marketing Research 7th Edition Aaker, Kumar, Day
ExamplesAttitudes
a) should Personal Financial Advisors be legislated?
Yes/No
b) how do you feel about legislating Personal Financial Advisors?
1 - strongly oppose… 5 - strongly favour
Marketing Research 7th Edition Aaker, Kumar, Day
Examples
Beliefs:a) is this statement true or false:
Personal Financial Advisors take advantage of older people: true/false
b) do PFAs take advantage of older people?
1 - always … 6 - never
Marketing Research 7th Edition Aaker, Kumar, Day
ExamplesBehaviour:
a) have you ever used a Personal Financial Advisor? Yes/No
b) do you think you will use the services of a PFA at some time in the future?
1-no, 2-unlikely, 3-very likely, 4-yes
Marketing Research 7th Edition Aaker, Kumar, Day
ExamplesAttributes:
a) are you currently married?Yes/No
b) how many children have you had? None, 1, 2, 3…c) do you have an investment
portfolio?Yes/No
Marketing Research 7th Edition Aaker, Kumar, Day
Designing the QuestionnaireLogical Steps to Develop a Good QuestionnairePlan what to measure
Formulate questions to obtain the needed information
Decide on the order and wording of questions and the layout of the questionnaire
Using a sample, test the questionnaire for omissions and ambiguity
Correct the problems (pretest again, if necessary)
Marketing Research 7th Edition Aaker, Kumar, Day
Open-ended questionsQuestion: Why did you purchase that automobile?Individual 1:
it was on saleIndividual 2:
there were so many things I likes about it. It had a pretty green colour, comfortable seats, an AM/FM radio and CD player, got good gas mileage, had an 80,000 km warranty, a V6 engine. Oh, yes, it was also on sale, so I got a good deal on it.
Marketing Research 7th Edition Aaker, Kumar, Day
Closed-response Questions
There Are Two Basic Formats for Closed Ended or Structured Questions
Choice from a list of responses
Appropriate single-choice rating on a scale
Marketing Research 7th Edition Aaker, Kumar, Day
Closed-response Questions: Advantages
Easier to answer
Require less effort by the interviewer
Tabulation and analysis is easier
Less potential error in the way the question is asked and the way it is recorded
The responses are directly comparable from respondent to respondent
Marketing Research 7th Edition Aaker, Kumar, Day
Closed-response Questions: Limitations
Disagreement among researchers on the type of responses that should be listed
The answer to a closed response question will be received no matter how relevant or irrelevant the question is in that context
May not produce meaningful results
Dichotomous questions are prone to a large amount of measurement error because the alternatives are polarized
Marketing Research 7th Edition Aaker, Kumar, Day
Order Bias: Does The Question Create The Answer?
5.74. Asked about both advantages and disadvantages
0.03. Asked only about disadvantages
16.72. Asked only about advantages
2.81. No question asked
Percentage of Respondents “Very Much Interested” in Buying New Product
Questions Preceding Buying Interest Question
Marketing Research 7th Edition Aaker, Kumar, Day
Guidelines for writing questions
use simple wordsdo not be vaguekeep it shortbe specificavoid biasdo not be too specificdo not talk down to respondentsavoid objectionable questionsavoid hypothetical questions
Marketing Research 7th Edition Aaker, Kumar, Day
Sequence And Layout Decisions
Open with an easy and non threatening question
The questionnaire should flow smoothly and logically from one topic to the next
Proceed from broad general questions to the more specific
Marketing Research 7th Edition Aaker, Kumar, Day
Proposal DevelopmentManager describes problem & states management question
Researcher translates management question into research question
Researcher explores alternative approaches
Manager & researcher discuss proposal, clarify & redefine problem & objectives of project
Researcher refines research question
Researcher elaborates research question into investigative question (s)
Researcher prepares proposal
Manager reviews proposal
Study begins
They disagree
They agree Not
accepted
accepted
Marketing Research 7th Edition Aaker, Kumar, Day
Summary:What’s important in market
researchUnderstanding the role of market researchConduct research ethicallyTranslating problem into research objectiveA clear research designSelecting the appropriate sampleChoosing the right survey methodCreating a clear, user-friendly questionnairePre-test before launching the survey