Marketing Research (Part I: Research: Concept & Types) Dr. Devkant Kala

Transcription

1 Marketing Research (Part I: Research: Concept & Types) Dr. Devkant Kala

2 Case: Gillette

3 What is Research? Research is Movement from unknown to known. Re+Search: To search again. The systematic approach to obtaining and confirming new and reliable knowledge. Systematic and orderly (following a series of steps). Purpose is new knowledge, which must be reliable for decision making.

4 Research is NOT.. Accidental Discovery Data Collection Searching out published research results in libraries or in the internet.

5 Research is.. 1. Searching for explanation of events, phenomena, relationships and causes What, how and why things occur Are there interactions? 2. A Process Planned and managed to make the information generated credible. The process is creative. It is circular always leads to more questions.

6 Marketing Research Marketing research is the systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services. It links the consumer, customer, and public to the marketer through information. Right Information for decision making.

7 Marketing Research: Purpose Identifying and evaluating market opportunities. Analyzing market segments and selecting target markets. Planning and implementing a marketing mix that will provide value to customers. Analyzing Marketing Performance.

8 Consumer Research Paradigms Types of Research By Source By Methodology By Objective Primary Research Secondary Research Quantitative Research Qualitative Research Exploratory Research Descriptive Research Causal Research

9 Types of Market Research: By Source Primary: Collection of data specifically for the problem or project in hand. Secondary: Based on data previously collected for purposes other than the research in hand (e.g. Published articles, government stats, etc.)

10 Quantitative Research Addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches. More Structured. Findings tend to be objective. Enables marketers to predict consumer behavior.

11 Quantitative Research Descriptive in nature. Research methods include experiments, survey techniques, and observation. Findings are descriptive, empirical and generalizable.

12 Qualitative Research Addresses marketing objectives through techniques that allows the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement. Less structured Researcher Dependent Researcher interprets the data to extract its meaning and converts it to information.

13 Qualitative Research Consists of depth interviews, focus groups, metaphor analysis, collage research, and projective techniques. Findings tend to be subjective. Findings not usually generalizable Small sample sizes.

14 Examples 1. A company considers changing its product packaging. 2. University wants to identify the concerns about online course delivery for management classes. 3. Students satisfaction with respect to Blackboard course.

15 Qualitative Vs Quantitative Research Qualitative Quantitative Approach Observe & Interpret Measure & Test Type of Question Probing Simple Sample Size Small Large Information per Respondents High Low Researcher Skill High Low Type of Analysis Subjective, Interpretative Objective, Statistical Ability to replicate Low High Area Probed Attitude, Feelings, Motivation Choice, frequency, Demographics

16 Benefits of Qualitative Research on Quantitative Research Benefit Cheaper Probes in-depth motivations and feelings Often useful precursor to quantitative research Comment/Example Smaller sample size Allows managers to observe real consumer reaction to the issue (comments and associations regarding a new product fresh from Levi s) Gives the research department a low cost and timely sense of which issues to probe in quantitative research

17 Combining Qualitative and Quantitative Research Findings The research paradigms are complementary in nature. Produce a richer and more robust profile of consumer behavior than either research approach used alone.

18 Thank You.