Research Design Research Design The Marketing Research Process The Marketing Research Process Q Q Master plan for research Master plan for research Q Q Identifies the need for primary Identifies the need for primary versus secondary data versus secondary data Research Design Research Design The Marketing Research Process The Marketing Research Process Primary Data Primary Data Q Q Information or Information or statistics collected for statistics collected for the first time during a the first time during a marketing research marketing research study study Secondary Data Secondary Data Q Q Previously published Previously published data data Sources of Primary Data Sources of Primary Data The Marketing Research Process The Marketing Research Process Survey Method Survey Method Q Q Telephone interviews Telephone interviews Q Q Mail surveys Mail surveys Q Q Personal interviews Personal interviews Q Q Focus group Focus group interviews interviews Observation Observation Method Method Q Q Observational studies Observational studies are conducted by are conducted by actually viewing actually viewing objects, events, objects, events, and/or a person and/or a person ’ ’ s s behavior behavior Sources of Primary Data Sources of Primary Data The Marketing Research Process The Marketing Research Process Experimental Method Experimental Method Experimental Method Q Q In experiments the researcher In experiments the researcher manipulates one or more of manipulates one or more of the marketing mix variables the marketing mix variables and compares the effect on and compares the effect on the experimental group to a the experimental group to a control group that did not control group that did not receive the manipulation receive the manipulation Sources of Secondary Data Sources of Secondary Data The Marketing Research Process The Marketing Research Process Government Data Government Data Q Q Census of Population Census of Population Q Q Census of Housing Census of Housing Q Q Census of Business Census of Business Q Q Census of Census of Manufacturers Manufacturers Q Q Census of Agriculture Census of Agriculture Q Q Census of Minerals Census of Minerals Q Q Census of Census of Governments Governments Internal Data Internal Data Q Q Includes sales Includes sales analysis reports, analysis reports, financial performance financial performance reports, cost analysis, reports, cost analysis, product profit/loss product profit/loss statements, etc. statements, etc. Sources of Secondary Data Sources of Secondary Data The Marketing Research Process The Marketing Research Process Research Firm Data Research Firm Data Q Q Many private organizations Many private organizations provide information for the provide information for the marketing executive e.g. marketing executive e.g. trade associations, trade associations, advertising agencies, advertising agencies, “ “ Survey of Buying Power. Survey of Buying Power. ” ” The Marketing Research Process The Marketing Research Process Feedback Feedback Q Q Analysis, interpretation Analysis, interpretation and presentation and presentation Q Q Define the problem Define the problem Q Q Research design Research design Q Q Data collection Data collection Sampling Techniques Sampling Techniques The Marketing Research Process The Marketing Research Process Population Population Q Q Total group that the Total group that the researcher wants to researcher wants to study study Census Census Q Q Collection of data Collection of data from all possible from all possible sources in a sources in a population or population or universe universe Sampling Techniques Sampling Techniques The Marketing Research Process The Marketing Research Process Probability Sample Probability Sample Q Q Sampling techniques Sampling techniques where respondents where respondents have a known have a known (nonzero) chance of (nonzero) chance of being chosen being chosen Sampling Techniques Sampling Techniques The Marketing Research Process The Marketing Research Process Probability Sample Probability Sample Simple Random Simple Random Sample Sample Q Q Probability sample Probability sample where researchers where researchers choose respondents choose respondents from a complete list from a complete list of the population of the population [...]...The Marketing Research Process Sampling Techniques Probability Sample Simple Random Sample Stratified Sample Probability sample where researchers divide the complete population list into groups and then use . Research Design Research Design The Marketing Research Process The Marketing Research Process Q Q Master plan for research Master plan for research Q Q Identifies. versus secondary data versus secondary data Research Design Research Design The Marketing Research Process The Marketing Research Process Primary Data Primary Data Q Q Information or Information. collected for statistics collected for the first time during a the first time during a marketing research marketing research study study Secondary Data Secondary Data Q Q Previously published