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Lecture Marketing research (12th edition) - Chapter 4: Research design and implementation. In this chapter, the following content will be discussed: Types of research, detective funnel, relationship between data collection method and category of research,...
Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Chapter Four Research Design and Implementation Marketing Research 12th Edition Research Design and Implementation ▫ Research design is the detailed blueprint to guide the implementation of a research study toward the realization of its objectives Preliminary Planning Stage Research Design Implementation Marketing Research 12th Edition Types of Research Marketing Research 12th Edition Detective Funnel Many research studies use combination of all three research techniques: ▫ Exploratory techniques generate all possible reasons for a problem ▫ Descriptive and Causal approaches narrow the probable causes Marketing Research 12th Edition Relationship between Data Collection Method and Category of Research Marketing Research 12th Edition Research Tactics and Implementation • Once the research approach has been chosen, develop the following: ▫ Specifics of measurements ▫ Plan for choosing the sample ▫ Methods for analyses Marketing Research 12th Edition Errors in Research Design Two Types of Errors Marketing Research 12th Edition Errors in Research Design (cont.) Marketing Research 12th Edition 10 Budgeting the Research Project Marketing Research 12th Edition 11 Scheduling the Research Project Scheduling the research project requires identifying the personnel responsible for each task within a given time period Marketing Research 12th Edition 12 Research Proposal Marketing Research 12th Edition 13 Basic Contents of a Research Proposal Marketing Research 12th Edition 14 Designing International Marketing Research Greater attention to issues such as: Understanding the nature and type of information sought Defining the relevant unit of analysis Formulating problems, variable specifications and categories Identifying and selecting sources of information Availability and comparability of data Achieving equivalence of samples and measures across countries and cultures Identifying the degree of centralization of the research Coordinating research Marketing Research 12th Edition 15 Issues in International Research Design Three issues critical to international research design are; Determining information requirements Determining the unit of analysis Achieving the equivalence of construct, measurement, sample and analysis Marketing Research 12th Edition 16 Determining Information Requirements • • Consider level and type of decision for which research is conducted Two types of decisions: Marketing Research 12th Edition 17 Unit of Analysis Researcher must decide at what level the analysis is done: ▫ Global level ▫ Regional level ▫ Groups of countries considered homogeneous for macro environmental factors Country level ▫ All countries taken simultaneously Each country taken as separate unit Similar segments across countries Marketing Research 12th Edition 18 Construct, Measurement, Sample, and Analysis Equivalence Marketing Research 12th Edition 19 Key Pitfalls in Conducting an International Research • Selecting a domestic research company to do your international research • Rigidly standardizing methodologies across countries • Interviewing in English around the world • Setting inappropriate sampling requirements • Lack of systematic international communication procedures • Misinterpreting multicountry data across countries • Not understanding international differences in conducting qualitative research Marketing Research 12th Edition 20 End of Chapter Four ...2 Chapter Four Research Design and Implementation Marketing Research 12th Edition Research Design and Implementation ▫ Research design is the detailed blueprint to guide the implementation ... Descriptive and Causal approaches narrow the probable causes Marketing Research 12th Edition Relationship between Data Collection Method and Category of Research Marketing Research 12th Edition Research Tactics and Implementation • Once the research approach has been ... Methods for analyses Marketing Research 12th Edition Errors in Research Design Two Types of Errors Marketing Research 12th Edition Errors in Research Design (cont.) Marketing Research 12th Edition