Conducting Marketing Research - The marketing research process
8 important questions on Conducting Marketing Research - The marketing research process
What are the 3 different types of research in defining a problem?
- Exploratory research: to understand the real nature of the problem and suggest solutions or new ideas.
- Descriptive research: quantifies demand.
- Causal research: to test a causal-effect relationship.
What decisions have to be made to develop the research plan?
- Data sources
- Research approaches
- Research instruments
- Sampling plan
- Contact methods
What are the different research approaches in developing a research plan?
- Observational research: observing relevant actors and settings.
- Ethnographic research: type of observational research that uses concepts and tools from anthropology and other social sciences to provide deep cultural understanding of how people live and work.
- Focus group research: gathering of 6 to 10 people carefully selected by researchers based on certain considerations that is brought together to discuss various topics of interest.
- Survey research: to assess people's knowledge, beliefs, preferences, satisfaction etc.
- Behavioral research: analyzing data of customer purchasing behavior.
- Experimental research: designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings.
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What are different research instruments that are used?
- Questionnaire
- Technological devices
- Qualitative measures like:
- Word associations
- Projective techniques
- Visualization
- Brand personification
- Laddering: series of increasingly more specific "why" questions
What are the advantages and disadvantages of online research?
- Inexpensive
- Fast
- People tend to be honest and thoughtful online
- Versatile
- Samples can be small and skewed
- Online panels and communities can suffer from excessive turnover
- Technological problems and inconsistencies
What are the decisions that have to be made for the sampling plan?
- Sampling unit: Whom should we survey?
- Sample sizes: How many people should we survey?
- Sampling procedure: How should we choose the respondents?
What are the 4 major problems with surveys?
- Some respondents are away from home or inaccessible and must be contacted again or replaced.
- Some respondents will refuse to cooperate.
- Some respondents will give biased or dishonest answers.
- Some interviewers will be biased or dishonest.
What are the 7 characteristics of good marketing research?
- Scientific method
- Research creativity
- Multiple methods
- Interdependence of models and data
- Value and cost of information
- Healthy scepticism
- Ethical marketing
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