Research Design and Implementation

Marketing ResearchAaker, Kumar, Leone and Day Twelfth EditionInstructor’s Presentation SlidesChapter FourResearch Design and Implementation2Marketing Research 12th Edition Research Design and Implementation3Research design is the detailed blueprint to guide the implementation of a research study toward the realization of its objectivesPreliminary Planning StageResearch DesignImplementationMarketing Research 12th Edition Types of ResearchExploratory ResearchUsed when seeking insights into the general nature of a problem, the possible decision alternatives, and the relevant variables that need to be consideredDescriptive ResearchProvides an accurate snapshot of some aspect of the market environmentCausal ResearchUsed when it is necessary to show that one variable causes or determines the values of other variables4Marketing Research 12th Edition Detective Funnel Many research studies use combination of all three research techniques:Exploratory techniques - generate all possible reasons for a problemDescriptive and Causal approaches - narrow the probable causes5Marketing Research 12th Edition Relationship between Data Collection Method and Category of Research 6Marketing Research 12th Edition Research Tactics and ImplementationOnce the research approach has been chosen, develop the following:Specifics of measurementsPlan for choosing the sampleMethods for analyses7Marketing Research 12th Edition Errors in Research DesignTwo Types of Errors8Sampling ErrorDifference between a measure obtained from a sample of population and the true measure that can be obtained only from the entire populationNon-sampling Error All other errors associated with a research projectMarketing Research 12th Edition Errors in Research Design (cont.)9Marketing Research 12th Edition Budgeting the Research ProjectTwo approaches to budgetingEstimate the dollar costs associated with each research activityUsed for unusual or expensive projectsDetermine the activities to be performed in hours and apply standard cost estimates to these hoursUsed for routine projects or when researcher has knowledge of research activity costs10Marketing Research 12th Edition Scheduling the Research ProjectScheduling the research project requires identifying the personnel responsible for each task within a given time period.11Scheduling techniquesCritical path method (CPM)Graphical evaluation & review techniques (GERT)GANTT chartsProgram evaluation & review techniques (PERT)Marketing Research 12th Edition Research Proposal12Describes a plan for conducting and controlling a research project Basis for a written contract between manager and researcherProvides a vehicle for reviewing important decisionsUsed to choose among competing suppliers and to influence the decision to fund the proposed studyMarketing Research 12th Edition Basic Contents of a Research Proposal13Executive SummaryResearch purpose and objectiveResearch designTime and Cost EstimatesAppendicesMarketing Research 12th Edition Designing International Marketing ResearchUnderstanding the nature and type of information soughtDefining the relevant unit of analysisFormulating problems, variable specifications and categoriesIdentifying and selecting sources of informationAvailability and comparability of data14Achieving equivalence of samples and measures across countries and culturesIdentifying the degree of centralization of the researchCoordinating research across countriesFinding errors in the research designLearning the cost of conducting research in multiple countriesGreater attention to issues such as:Marketing Research 12th Edition Issues in International Research DesignDetermining information requirementsDetermining the unit of analysisAchieving the equivalence of construct, measurement, sample and analysis15Marketing Research 12th Edition Three issues critical to international research design are; Determining Information RequirementsConsider level and type of decision for which research is conducted Two types of decisions:16Strategic DecisionsMostly made at corporate headquartersInformation required is governed by overall company objectivesImplies long term survival of companyDeal with macro environmentTactical DecisionsConcerned with micro-level implementation issuesInformation obtained from primary dataConcerned with marketing mix strategy for country/product marketsMade at functional or subsidiary levelMarketing Research 12th Edition Unit of AnalysisResearcher must decide at what level the analysis is done:Global levelAll countries taken simultaneously Regional level Groups of countries considered homogeneous for macro environmental factorsCountry level Each country taken as separate unitSimilar segments across countries17Marketing Research 12th Edition Construct, Measurement, Sample, and Analysis Equivalence18Marketing Research 12th Edition Construct EquivalenceDeals with how both the researcher and the subjects see, understand, and code a particular phenomenon"Are we studying the same phenomenon in countries X and Y?”Measurement EquivalenceDeals with the methods and procedures used by the researcher to collect and categorize essential data and informationAre the phenomenon in countries X and Y measured the same way?”Sampling Equivalence"Are the samples used in countries X and Y equivalent?"Key Pitfalls in Conducting an International ResearchSelecting a domestic research company to do your international researchRigidly standardizing methodologies across countriesInterviewing in English around the world Setting inappropriate sampling requirementsLack of systematic international communication proceduresMisinterpreting multi-country data across countriesNot understanding international differences in conducting qualitative research19Marketing Research 12th Edition 20End of Chapter Four