ExploringMarketingResearchWilliamG Zikmund Chapter3 TheMarketingResearchProcess Information ReducesUncertaintyHelpsfocusdecisionmaking TypesofResearch ExploratoryDescriptiveCausal COMPLETELYCERTAIN ABSOLUTEAMBIGUITY CAUSALORDESCRIPTIVE EXPLORATORY UncertaintyInfluencestheTypeofResearch ExploratoryResearchDescriptiveResearchCausalResearch UnawareofProblem AwareofProblem ProblemClearlyDefined Oursalesaredecliningand Whatkindofpeoplearebuying Willbuyerspurchasemoreofwedon tknowwhy ourproduct Whobuysourourproductsinanewpackage competitor sproduct Wouldpeoplebeinterested Whichoftwoadvertisinginournewproductidea Whatfeaturesdobuyersprefercampaignsismoreeffective inourproduct DegreeofProblemDefinition possiblesituation ExploratoryResearch SecondaryDataExperienceSurveyPilotStudies ExploratoryResearch InitialresearchconductedtoclarifyanddefinethenatureofaproblemDoesnotprovideconclusiveevidenceSubsequentresearchexpected DescriptiveResearch DescribescharacteristicsofapopulationorphenomenonSomeunderstandingofthenatureoftheproblem Ikeepsixhonestservingmen theytaughtmeallIknew theirnamesare RudyardKipling what andwhy andwhen andhow andwhere andwho DescriptiveResearchExample WeightWatchersaveragecustomer Womanabout40yearsoldHouseholdincomeofabout 50 000AtleastsomecollegeeducationTryingtojugglechildrenandajob DescriptiveResearchExample Men sfragrancemarket 1 3sizeofwomen sfragrancemarketButgrowingatafasterpaceWomenbuy80 ofmen sfragrances CausalResearch Conductedtoidentifycause and effectrelationships IDENTIFYINGCAUSALITY Acausalrelationshipisimpossibletoprove Evidenceofcausality 1 Theappropriatecausalorderofevents2 Concomitantvariation twophenomenavarytogether3 Anabsenceofalternativeplausibleexplanations StagesoftheResearchProcess ProblemDiscoveryandDefinition ResearchDesign Sampling DataGathering DataProcessingandAnalysis ConclusionsandReport DiscoveryandDefinition andsoon ResearchStages Cyclicalprocess conclusionsgeneratenewideasStagescanoverlapchronologicallyStagesarefunctionallyinterrelatedForwardlinkagesBackwardlinkages Problemdiscovery Problemdefinition statementofresearchobjectives Secondary historical data Experiencesurvey Pilotstudy Casestudy Selectionofexploratoryresearchtechnique Selectionofbasicresearchmethod Experiment Survey Observation SecondaryDataStudy Laboratory Field Interview Questionnaire Selectionofexploratoryresearchtechnique Sampling Probability Nonprobability Collectionofdata fieldwork Editingandcodingdata Dataprocessing Interpretationoffindings Report DataGathering DataProcessingandAnalysis ConclusionsandReport ResearchDesign ProblemDiscoveryandDefinition TheMarketingResearchProcess TheResearchProcess cont StagesintheResearchProcess ProblemdiscoveryandproblemdefinitionResearchdesignSamplingDatagatheringDataprocessingandanalysisConclusionsandreport ProblemDiscoveryandDefinition FirststepProblem opportunity ormonitoroperationsDiscoverybeforedefinitionProblemmeansmanagementproblem Theformulationoftheproblemisoftenmoreessentialthanitssolution AlbertEinstein Statetheresearchquestionsandresearchobjectives Hypothesis Astatementthatcanberefutedbyempiricaldata Ifyoudonotknowwhereyouaregoing anyroadwilltakeyouthere ExploratoryResearch ExploratoryResearchTechniques TwoExamples SecondaryData HistoricalData PreviouslyCollectedCensusofPopulationLiteratureSurveyPilotStudyAnumberofDiverseTechniques FocusGroupInterview ResearchDesign MasterplanFrameworkforactionSpecifiesmethodsandprocedures BasicResearchMethods SurveysExperimentsSecondarydataObservation SelectingaSample POPULATION SAMPLE Sample subsetofalargerpopulation Sampling Whoistobesampled Howlargeasample Howwillsampleunitsbeselected DataGatheringStage DataProcessingandAnalysis ConclusionsandReportWriting Effectivecommunicationoftheresearchfindings ResearchProposal AwrittenstatementoftheresearchdesignthatincludesastatementexplainingthepurposeofthestudyDetailedoutlineofproceduresassociatedwithaparticularmethodology ResearchProgramStrategy DefiningProblemResultsinClearCutResearchObjectives ExploratoryResearch Optional SymptomDetection