Marketing Research
Marketing Research (MKTG 311)
Dr. Raoul V. Kübler
Assistant Professor for Marketing
Marketing Research (MKTG 311)
Dr. Raoul V. Kübler
Assistant Professor for Marketing
The Marketing Research Process
Session 3
LEARNING OUTCOMES
1. Classify marketing research as either exploratory research, descriptive research, or causal research. 2. List the major stages of the marketing research process and the steps within each. 3. Understand the concepts of theory and hypothesis and the critical role they play in research. 4. Know the difference between a research project and a research program.
Marketing Research - Spring 2013 - Dr. Raoul V. Kübler
2
Key ways in which researchers contribute to decision making:
1. Helping to better define the current situation 2. Defining the firm—determining how consumers, competitors, and employees view the firm 3. Providing ideas for product improvements or possible new product development 4. Testing ideas that will assist in implementing the marketing mix strategy for the firm 5. Examining how correct a certain marketing theory is in a given situation
Marketing Research - Spring 2013 - Dr. Raoul V. Kübler
5
Types of Marketing Research
• Exploratory • Descriptive • Causal
Marketing Research - Spring 2013 - Dr. Raoul V. Kübler
6
Exploratory Research
• Exploratory Research
• Conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities. • Initial research conducted to clarify and define the nature of a problem.
• Does not provide conclusive evidence • Subsequent research expected
• Particularly useful in new product development. • Exploratory Research and Problem Solving
• Symptoms – observable cues that serve as a signal of a problem because they are caused by that problem.
Marketing Research - Spring 2013 - Dr. Raoul V. Kübler
7
Example
Tupperware Isn’t Alone in Sealing the Deal
• House party direct selling
Dr. Raoul V. Kübler
Assistant Professor for Marketing
Marketing Research (MKTG 311)
Dr. Raoul V. Kübler
Assistant Professor for Marketing
The Marketing Research Process
Session 3
LEARNING OUTCOMES
1. Classify marketing research as either exploratory research, descriptive research, or causal research. 2. List the major stages of the marketing research process and the steps within each. 3. Understand the concepts of theory and hypothesis and the critical role they play in research. 4. Know the difference between a research project and a research program.
Marketing Research - Spring 2013 - Dr. Raoul V. Kübler
2
Key ways in which researchers contribute to decision making:
1. Helping to better define the current situation 2. Defining the firm—determining how consumers, competitors, and employees view the firm 3. Providing ideas for product improvements or possible new product development 4. Testing ideas that will assist in implementing the marketing mix strategy for the firm 5. Examining how correct a certain marketing theory is in a given situation
Marketing Research - Spring 2013 - Dr. Raoul V. Kübler
5
Types of Marketing Research
• Exploratory • Descriptive • Causal
Marketing Research - Spring 2013 - Dr. Raoul V. Kübler
6
Exploratory Research
• Exploratory Research
• Conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities. • Initial research conducted to clarify and define the nature of a problem.
• Does not provide conclusive evidence • Subsequent research expected
• Particularly useful in new product development. • Exploratory Research and Problem Solving
• Symptoms – observable cues that serve as a signal of a problem because they are caused by that problem.
Marketing Research - Spring 2013 - Dr. Raoul V. Kübler
7
Example
Tupperware Isn’t Alone in Sealing the Deal
• House party direct selling