Classification Of Marketing Research Designs

Classification Of trade inquiry tackingsA inquiry design is a model or determination for concluding the merchandising seek project. It details the procedures necessary for harbouring the entropy requisite to structure or solve merchandise interrogation line of works. Although a broad approach to the problem has already been developed, the look into specifies the details- the nuts and bolts- of implementing the approach. A research design lays the foundation for conducting the project. A good research design eachow ensure that the marketing research project is conducted effectively and efficiently.Classification of merchandise inquiry Designs interrogation Design decisive Research DesignExploratory Research Designdescriptive ResearchCasual ResearchCross-sectional DesignLongitudinal DesignSingle Cross sectional DesignMultiple Cross Sectional DesignExploratory Research It is a type of research design whose primary objective is the provision of insights into and compr ehension of the problem situation confronting the researcher.Conclusive Research Research designed to assist the decision maker in determining, evaluating and selecting the best course of action to take in a given situation.Cross-sectional Design A type of research design involving the collection of information from any given sample of population elements solitary(prenominal) once.Single cross-section(a) design A cross-sectional design in which one sample of respondents is drawn from the target population and information is obtained from this sample once.Multiple cross-sectional designs A cross-sectional design in which in that respect ar two or more samples of respondents and information from each sample is obtained only once.Longitudinal designs A type of research design involving a fixed sample of population elements that is measured repeatedly on the same variables. The sample remains the same over time, thus providing a series of pictures which, when viewed together, demon strate a vivid illustration of the situation and the changes that are taking place over time.Panel A sample of respondents who expect agreed to provide information at specified intervals over an extended periodNoIs the desire for marketing research justified?YesDefine the research objectives call data requireNoAre suitable data resources lendable? mention data sourcesYesNoAre some secondary resources capable of providing all data requireYesChoose appropriate design and data collection methodObtain the secondary dataDesign research instrument disclose the sample pile up data including any relevant secondary dataAnalyze and interpret dataTerminate projectPresent research findings.Step 1 dislodge the Need for Marketing ResearchA logical starting point for discussing the marketing research process is the issue of whether to conduct a proposed research project. quadruple considerations do work the decision the potential lend oneselffulness of the research results managements attitudes toward the research the resources available for implementing the research results and the costs of the research projects versus the benefits.Step 2 Define the Research preyQuestions about what we want to find out and why are crucial to the effectiveness of any project. Indeed, our discussion of whether or non of research project is worthwhile assumed that the research purpose was well doctord. We cannot meaningfully evaluate the costs and potential benefits of research unless we have clearly established the answers to what and why.Step 3 Identify information NeedsIdentifying specific data needs means scrutinizing the research purpose and listing the kinds of data required to accomplish that purpose.Step 4 Identify Data SourcesAfter identifying data needs, the next logical step is to locate sources capable of providing the data. The relative ease or difficulty of locating data sources will depend on the nature of the information desired. secondary Data are data that hav e already been collected by and are readily available from other sources.Primary data are data collected for specific research needs.The importance of time frame. If no resource is available for the kinds of data undeniable in a particular project within the time frame, the company should abandon the research project at this stage rather than pursue it tho the results will undoubtedly worth it.Step 5 Choose an Appropriate Research Design and Data Collection MethodAfter determining the research objectives and the nature of the data to be collected, the researchers must choose an appropriate research design, which in turn will influence what tasks they will perform in the rest of the project. The research design whitethorn be exploratory or conclusive.Exploratory Research helps researchers gain some initial insights and whitethorn pave the way for prospective research. For instance, an industrial mathematical reaping firm wishing to generate some ideas for improving its product line can do so through informal discussions with selected customers and distributors.Conclusive Research helps researchers verify insights and select the appropriate course of action. Conclusive research can be either descriptive or experimental.A research marriage offer is a document that briefly describes the purpose and scope, specific objectives, sample designs, data collection procedures, data analysis plan, timetable and estimated cost for the contemplated project.Step 6 Design the Research InstrumentThe step of developing the data collection instrument or formed is relevant when a research project requires primary data collection. Although blueprint a data collection form may appear easy, certain aspects of the form, if not handled carefully, can seriously affect the quality and nature of the data.Step 7 Identify the SampleDesigning a sample to collect primary data means clearly specifying who, or which units, should provide the needed data. This step may offer some habit ual guidance for designing the sample. The method of choosing individuals depends on whether a profitable or non profitable sampling method is wasting diseased.In a Profitable Sample, each component in a population has a kn cause, non-zero chance of inclusion.Non Profitable Sampling is a subjective procedure in which the prob office of selection for each population unit is known beforehand.Step 8 Collect the DataOnce the data collection form and sample research are ready the next step is to collect the data. Before data analysis can begin, the repartees generated by the data collection procedures must be checkered for completeness, containency and adherence to pre specified instructions. The process of examining the responses and taking the necessary corrective action to ensure they are of high quality is called editing. The edited responses withal need to be put into a form that is ready for analysis. This transformation is called coding.Step 9 Analyze and Interpret the DataA nalysis and interpretation are intact parts of marketing research. The types of analysis permissible in a project depend on the nature of the data, which in turn can be unnatural by factors much(prenominal) as the type of data collection used.Step 10 Present Research findingsThe last step in the marketing research process is to prepare a draw that communicates the result of the research to decision makers. This step is critical to the process. Only through a clear and convincing report can the findings and conclusions reached by the market researcher be implemented.Marketing Research for the BK Broiler Chicken SandwichStep 1 Justify the need for Marketing ResearchIn 1998 the BK Broiler chicken sandwich was suffering from low sales. BK needed research to identify and develop a winning set strategy that would appeal to women. In short, the proposed research project appeared to be worthwhile not only because the results were needed, but also because adequate resources were availabl e to implement the research results.Step 2 Define the Research ObjectiveThe main objective of the research project was to find out what would be the best way to opinion a new broiled chicken sandwich among the target market. The proposed sandwich was smaller than the current one, had fewer fat grams and used whole muscle product as opposed to the existing formed-chicken patty. The sandwich was made with a corn-dusted bun, used Savory Grill sauce, and was topped with shredded vegetables. Thus the primary purpose was to obtain consumer reactions to four different ways to position the new chicken sandwich in the marketplace.The four positioning considered for the concept/taste test wereChoice albumen meat/Chicken BreastBackyard BBQ savourMarinated Special Blend/Home style baskCompetitive Claim (concept only)Step 3 and 4 Identify Data Needs and Data SourcesBKs data requirements fell into four classesPurchase Intention Measures-The leverage intention measure was to be used to assess the likeliness that respondents would buy the sandwich.Overall Product Diagnostics-BK wanted to obtain data to understand the reasons underlying the intended purchase measures. Of interest to BKs product management were consumers overall judgements of the product concept, measuring uniqueness or differentiation from other products, inherent interest, and value for the money.Attribute Diagnostics-To focus further positioning and development efforts. BK needed data about specific product attributes that led people to buy chicken sandwiches.Respondent Profiling Variables-Data on demographics were deemed important to understanding customers fast-food eating habits.Step 5 Choose an Appropriate Research DesignBK hired an outside research room to design and execute the marketing research study. The project was essentially conclusive experimental research. BK and the research agency were clear about the types of information they wanted.Step 6 Design the Research Instrument or Form- The agency developed a well structured questionnaire to collect the necessary data about the concept and the respondents. It consisted the followingPre-recruiting screening questionsConcept evaluation questions (only for qualified respondents)Taste test (only for those who gave neutral or positive responses to the concept)Classification questionsStep 7 Identify the SampleThe sample for this study was identified earlier as a group who had eaten chicken in a fast-food restaurant at least once in the past 3 months. The sample consisted of the followingApproximately 65% female and 35% male(skewed toward women to reflect the expected user base for the new broiled chicken sandwich)Approximately 50% ages 18 to 34 and 50% ages 35 to 54Approximately 50% BK users and 50% non-BK users(within the past 4 weeks)Step 8 Collect the DataA center of 835 questions were conducted among pre-recruited consumers at malls in 10 different geographic locations. Approximately 150 taste tests were conducted for the first three positioning.Step 9 Analyze and Interpret the DataThe study found that interest in trying the product was driven by a positive pre-disposition toward the chicken sandwich, as well as how appetizing the product looked (in the picture).In the Taste Test Study, consumers rated the product very favorably.Step 10 Present Research Findings to Decision MakersBased on these findings, BKs Consumer Research Group recommended the Choice White Meat/Chicken Breast positioning. The sandwich performed well among women (the intended target market) and among non-BK users and the 35 to 54 age group rated the sandwich very favorably. However, the researchers also suggested that additional studies were needed to determine the best name and price for the sandwich.Purchase intent for BK Broiler Chicken Sandwich choice White Meat/ Chicken Breast locating Among Key SubgroupsChoice White Meat/Chicken Breast positioning generated the highest level of definitely would buy/ probably would buy purchase intent scores. Of the total 208 respondents who were exposed to the Choice White Meat positioning, 43% rated it as definitely would buy and 83% rated it as definitely or probably would buy.To measure purchase intention, the respondents were asked How likely would you be to buy this product if it were available at Burger King?Definitely would buy 5Probably would buy 4Might or might not buy 3Probably would not buy 2Definitely would not buy 1TYPES OF RESEARCH DATA first-string VERSUS SECONDARY DATAPrimary data are originated by at researcher for the purpose of addressing the problem at hand. The collection of primary data involves all six steps of the marketing research process. Obtaining primary data can be expensive and time consuming.Secondary data are data that have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively.A comparison of primary and secondary dataPrimary DataSecondary DataCollection PurposeFor the problem at handFor other problemsCollection ProcessVery involved fast and easyCollection CostHighRelatively lowCollection TimeLongShortADVANTAGES AND USES OF SECONDARY DATAIdentify the problem.Better define the problem.Develop an approach to the problem.Formulate an appropriate research design.Answer certain research questions and test some hypothesis.Interpret primary data more insightfully.The general rule that is followed is Examination of available secondary data is a prerequisite to the collection of primary data. Start with secondary data. Proceed to primary data only when the secondary data resources have been exhausted or yield marginal returns.DISADVANTAGES OF SECONDARY DATAThe objectives, nature, and methods used to collect the secondary data may not be appropriate to the present situation.It may be lacking in accuracy.It may not be completely correct or dependable.Before utilize secondary data, it is important to evaluate them on the above mentioned factors.Classific ation of Secondary DataReady to intentSyndicated ServicesComputerized DatabasesRequires further ProcessingPublished Materials internationalInternalSecondary dataInternal Data are those generated within the organization which conducts the research. This information may be available in a ready-to use format, such as information routinely supplied by the management decision support system.For exampleExtensive analysis was conducted on internal secondary data in the department store patronage project. This provided several rich insights. For example, sales were analyzed. To obtaingross revenue by product line.Sales by major department.Sales by specific stores.Sales by geographical region.Sales by cash versus credit purchases.Sales in specific time periods.Sales by size of purchase.Sales trends in many of these classifications.External Data are those generated by sources outside the organization. These data are present in the form of print material, databases or information that are available by syndicate services. Before collecting external secondary data, it is reclaimable to analyze internal secondary data.Database Marketing involves the usage of computers to attract and identify customer and purchase details. This secondary information serves as the foundation for marketing programs or as an internal source of information related to customer behavior. For many companies, the first step in creating a database is to transfer raw sales information.Published Secondary DataPublished Secondary DataGeneral business enterprise Sources establishment SourcesIndexes coordinateoriesCensus DataOther Government PublicationsStatistical DataGuidesGeneral Business DataBusinesses publish a lot of information in the form of books, periodicals, journals, magazines, news papers and trade literature. This information can be located by employ guides, handleories and indexes. Sources are also available for identifying statistical data.GuidesGuides are an excellent source of st andard or recurring information. A guide may help identify other major sources of directories trade associations and trade publications. Guides are one of the first sources a researcher should consult. Some of the most useful are the American Marketing tie Bibliography Series, Business Information Sources, Data Sources for Business and Market Analysis, and Encyclopedia of Business Information Sources.DirectoriesDirectories are helpful for identifying individuals or organizations that collect specific data. Some of the important directories accept Directories in Print, Consultants and Consulting Organizations Directory, Encyclopedia of Associations, Studies and Surveys, and Research Services Directory.IndexesIt is possible to locate information on a particular topic in several different publications using an index. Indexes can, therefore, increase the efficiency of the search process.Other Government PublicationsIn addition to the census, the federal government collects and publishe s a great deal of statistical data. The more useful publications are Business Conditions Digest Business Statistics, Index to Publications, Statistical Abstract of the United States, and Survey of Current Business.Classification of Computerized DatabasesComputerized DatabasesBibliographic DatabasesNumeric DatabasesFull-text DatabasesSpecial-Purpose DatabasesDirectory DatabasesInternetOfflineOnlineOnline database consist of a central data bank, which is accessed with a computer via a telecommunications network.Internet Databases can be accessed, located, and analysed on the internet. The data can be downloaded from the internet and stored in a computer or an auxiliary storage device.Offline databases make the information available on diskettes and CD-ROM disks. Thus, offline databases can be accessed at the users location without the use of an external telecommunications network.Sources of international Secondary DataInternational Secondary DataInternational Organizations interior(p renominal) Organizations in the U.S.Organizations in Foreign CountriesInternational Organizations in the U.S,Government SourcesNon Government SourcesGovernmentsTrade AssociationsA wide variety of secondary data are available for international marketing research. As in the case of home(prenominal) research, the problem is not one of lack of data but of the plethora of information available, and it is useful to classify the various sources as shown in the diagram above. Domestic organizations in the United States, both government and non-governmental source, can provide valuable secondary international data. The important government sources are The Department of Commerce, The Agency for International Development, The Small Business Administration, the Export-Import Bank of the United States, The Department of Agriculture Department of State, Department of Labor, and The Port Authority of New York and New Jersey. The Department of Commerce offers not only a number of publications, but also a variety of services as illustrated in the above diagram.Classification of Marketing Research DataMarketing Research DataSecondary DataPrimary DataQuantitative DataQualitative DataDescriptiveSurvey Data observational DataObservational and Other DataCasualQualitative Research provide a clear perception of a situation and understanding of the problem setting using unstructured, exploratory research methodologies based on little samples.Quantitative Research is a research methodology that looks out to quantify a particular data and apply some of statically analysis.Quantitative versus Qualitative ResearchQualitative ResearchQuantitative ResearchObjectiveTo gain a soft objective of the underlying reasons and motivations.To quantify the data and generalize the results from the sample to the population of interest.SampleSmall number of no representative cases.Large number of representative cases.Data CollectionUnstructuredStructuredData AnalysisNon statisticalStatisticalOutcomeDe velop an initial understandingRecommend a last-place course of action.Classification of Qualitative Research ProceduresQualitative Research ProceduresIndirect (Disguised)Direct (No disguised)Projective TechniquesDepth InterviewsFocus GroupsAssociation TechniquesExpressive Techniques consummation TechniquesConstruction TechniquesDirect ApproachA type of research in which the purposes of the project are made known to the respondent or are obvious, given the nature of the interviewIndirect ApproachA type of research in which the main purposes of the project are masked from the respondentsFocus Group InterviewAn interview conducted by a well trained moderator in a nonstructural and natural manner with a very little group of respondents. The moderators lead the discussion. The main purpose of focus groups is to gain insights by listening to a group of people from the appropriate target market talk about issues of interest to the researcher.CharacteristicsGroup surface8 to 12Group Compo sitionHomogeneous respondents prescreenedPhysical settingRelaxed, informal atmosphereTime duration1 to 3 hoursRecordingUse of audiocassettes and videotapesModeratorObservational, interpersonal, and communication skills of the moderator.Depth InterviewsAn unstructured, straight forward, personal interview in which a single respondent is probed by a highly trained interviewer to uncover important motivations, beliefs, attitudes, and feelings on a topicFocus Groups versus Depth InterviewsCharacteristicFocus GroupsDepth InterviewsGroup synergy and dynamics+Peer pressure/group influence+Client involvement+Generation of innovative ideas+In-depth probing of individuals+Uncovering hidden motives+Discussion of sensitive topics+Interviewing respondents who are competitors+Interviewing respondents who are professionals+Scheduling of respondents+Amount of information+ mold in moderation and interpretation+Cost per respondent+Projective TechniquesAn unstructured and indirect form of questioning encourages the respondents to project their fundamental motivations, beliefs, attitudes, or feelings regarding the issues of concern.Advantages and Disadvantages of Projective TechniquesProjective techniques have a major advantage over the unstructured direct techniques. They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study. At times, in direct questioning, the respondent may intentionally or unintentionally misunderstand or mislead the researcher. In these cases, projective techniques can increase the validity of responses by disguising the purpose. This is particularly authoritative when the issues to be addressed are personal, sensitive or subject to social norms. Projective techniques are also helpful when underlying motivations, beliefs and attitudes are operating at a subconscious level.Projective techniques suffer from many of the demerits of unstructured direct techniques, but to a greater extent. These technique s generally require personal interviews with highly trained interviewers. Skilled interpreters are also required to analyze the responses. Hence, they tend to be expensive. Some projective techniques, such as section playing, require respondents to engage in unusual behavior. In such cases, the researcher may assume that respondents who agree to participate are themselves unusual in some way. Therefore, they may not be representative of the population of interest.Association TechniquesIt is a type of technique where the respondent is presented with a stimulus and asked to react with the first thing that comes to the respondents mindWord AssociationA projective technique in which respondents are presented one at a time with a list of words. After each word, they are asked to give the first word that comes to mind.Completion TechniquesIn completion techniques, the respondent is asked to complete an incomplete stimulus situation. Common completion techniques in marketing research are sentence completion and story completion. declare CompletionIt is similar to word association. Respondents are given incomplete sentences and asked to complete them. Generally, they are asked to use the first word or phrase that comes to mind.Story CompletionA projective technique in which the respondents are provided with part of a story and required to give the conclusion in their own wordsConstruction TechniquesThey are closely related to completion techniques. Construction techniques require the respondent to construct a response in the form of a story, dialogue, or description. In a construction technique, the researcher provides less initial structure to the respondent than in a completion technique. The 2 main construction techniques are(1) Picture response(2) CartoonsPicture ResponseA projective technique in which the respondent is shown a picture and asked to tell a story describing itCartoon TestsCartoon characters are shown in a specific situation related to the problem. The respondents are asked to indicate the dialogue that one cartoon character might make in response to the comments of other character.Expressive TechniquesIn expressive techniques, respondents are presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation. The respondents express not their own feelings or attitudes, but those of others. The 2 main expressive techniques are role playing and third-person technique.Role PlayingIn role playing, respondents are asked to play the role or assume the behavior of someone else. The researcher assumes that the respondents will project their own feelings into the role. These can then be uncovered by analyzing the response.Third-Person TechniqueA projective technique in which the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation. This third person may be a friend, neighbor, colleague, or a t ypical person.INTRODUCTIONHistory of Marketing ResearchPioneersMarketing Research as an organized business action mechanism began between 1910 and 1920. The appointment of Charles Collidge Parlin as manager of the Commercial Research Division of the Advertising Department of the Curtis Publishing Company in 1911 is generally noted to be the beginning of marketing research. Parlins success led several industrial firms and advertising media to establish research divisions. In 1915, the United States Rubber Company hired Dr. capital of Minnesota H. Nystrom to manage a newly established Department of Commercial Research. In 1917, Swift and Company hired Dr. Louis D. H. Weld from Yale University to become manager of their Commercial Research Department.In 1919, Professor C.S. Duncan of the University of Chicago print Commercial Research An Outline of Working Principles, considered to be the first major book on commercial research. In 1921, Percival Whites Market Analysis was published the first research book to gain a large readership, it went through several editions. Market Research and Analysis by Lyndon O. Brown, published in 1937, became one of the most popular college textbooks of the period, reflecting the growing interest in marketing research on the college campus. After 1940, numerous research textbooks were published and the number of business schools offering research courses grew rapidly.Following World War II, the growth of marketing research increased dramatically. By 1948, more than two hundred Marketing Research organizations had been created in the United States. An estimated $50 million was spent on marketing research activities in 1947. Over the next three decades this using up level increased more than tenfold (Kinnear, 1991).Marketing Research vs. Market ResearchThese terms often are used interchangeably, but technically there is a difference.Market research deals specifically with the gathering of information about a markets size and tren ds. Marketing research covers a wider range of activities. While it may involve market research, marketing research is a more general systematic process that can be applied to a variety of marketing problems.The Value of InformationInformation can be useful, but what determines its real value to the organization? In general, the value of information is determined byThe ability and willingness to act on the information.The accuracy of the information.The level of indecisiveness that would exist without the information.The amount of