Marketing Research Research Design Formulation PDF

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Notes for marketing research at Fordham London with Simmons...

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Research Design Formulation ● Research Design: Definition ○ A research design is a framework or blueprint for conducting the marketing research project. ○ It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems ○ It is important to have a good research design in order to ensure that the marketing research project is conducted effectively and efficiently ● Components of a Research Design ○ Define the information needed ○ Design the exploratory, descriptive, and or casual phases of the research ○ Specify the measurement/ scaling procedures ○ Construct and pretest a questionnaire ○ Specify the sampling process and sample size ○ Managing fieldwork and data collection ● A Classification of Market Research Design ○ Research design ■ Exploratory research ■ Conclusive research ● Causal (cause and effect) ● Descriptive ○ Cross-sectional (doing research at one point in time) ○ Longitudinal (track things over time to see how things change) ● A Comparison of Basic Research Designs ○ Exploratory ■ Objective: discovery of ideas and insights ■ Characteristics: flexible, versatile, often the front end of total research design ■ Methods: expert surveys, pilot surveys, case studies, secondary data (including social media, analyzed in a qualitative way), qualitative ○ Descriptive ■ Objective: describe market characteristics or functions ■ Characteristics: marked by the prior formulation of specific hypotheses, preplanned and structured design ■ Method: secondary data (analyzed in a quantitative way), panels, observational and other data, surveys ○ Causal ■ Objective: determine cause and effect relationships ■ Characteristics: manipulation of one or more independent variables, control of other mediating variables ■ Method: experiments ● Summary ○ Exploratory research is used in situations where the problem may have to be

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defined more precisely. Relevant courses of action identified, hypotheses formulated, or additional insights gained before an approach can be developed Uses of Exploratory Research ○ Formulate a problem or define a problem precisely ○ Identify alternative courses of action ○ Develop hypotheses ○ Isolate key variables ○ Gain insights for developing an approach to the problem ○ Establish priorities for further research Uses of Descriptive Research ○ To develop a profile of a target market ○ To estimate the frequency of product use as a basis for sales forecasts ○ To determine the relationship between product use and perceptions of product characteristics ○ To determine the degree to which marketing variables are associated Typical Types of Descriptive Studies ○ Sales Studies ■ Market potential ■ Market share ■ Sales analysis ○ Consumer Perception and Behavior Studies ■ Image ■ Product usage ○ Market Characteristic Studies ■ Distribution ■ Competitive analysis The 6 W’s of Descriptive Research**** ○ Who: should be considered? ○ Where: should the respondents be contacted? ○ When: should the info be obtained? ○ What: info should be obtained? ○ Why: are we obtaining info? ○ Way: in which information is obtained Cross-sectional v longitudinal ○ A cross-sectional design involves the one time collection of info from any given sample of population elements International Marketing Research ○ Given environmental and cultural differences, a research design appropriate for one country might not be suitable for another ○ In developing countries, consumer panels often are not available, which makes it difficult to conduct descriptive longitudinal research ○ In many countries, the marketing support infrastructure is often lacking - which makes it difficult to implement a causal design involving a field experiment ○ In formulating a research design, considerable effort is required to ensure the

equivalence and comparability of secondary and primary data obtained from different countries...