Marketing Research
Marketing Research
Marketing research Process
Problem identification Exploratory Research Hypothesis Development
Conclusive Research
Result
2013/4/24 Asst.Prof.M.Choudhury 2
Marketing research Process
Exploratory Research
Mostly Qualitative in nature
Research Design
Descriptive Design
Conclusive Research
Mostly Quantitative in nature
Casual Design
3
2013/4/24
Asst.Prof.M.Choudhury
Marketing Research Approaches
By the Marketing department Itself By the Marketing Research Development Fieldwork by an agency The full services of a marketing research agency is used.
2013/4/24 Asst.Prof.M.Choudhury 4
Types of Marketing Research
Ad-Hoc Research
Types
Continuous Research Interview
2013/4/24 Asst.Prof.M.Choudhury 5
Stages in the marketing research process
Initial contact
Research Brief
Research Proposal
2013/4/24 Asst.Prof.M.Choudhury 6
Types of Research
• Exploratory Research : allows the researcher to understand the people who are to be interviewed in the main data collection stage. Exploratory research typically addresses the “What” questions.
– Secondary Research – Qualitative research – Depth interviews
•
•
•
Descriptive research : this type of research describe customer’s beliefs, attitudes, recall of advertisement & knowledge about its content. Descriptive research asks the How? and Who? questions Explanatory Research : Builds on exploratory and explanatory research. It goes beyond exploring a topic or providing a picture of it. The goal is to identify the reason certain things occur. Explanatory research asks the “Why” questions. Experimental research : it establishes cause & effect.
2013/4/24
Asst.Prof.M.Choudhury
7
The main data collection stage
• Sampling process • Sample size • Sample selection
– Probability Methods
• Simple random sampling • Stratified random sampling • Cluster sampling
– Non-Probability Methods
• Convenience sample • Judgment sample • Quota
Marketing research Process
Problem identification Exploratory Research Hypothesis Development
Conclusive Research
Result
2013/4/24 Asst.Prof.M.Choudhury 2
Marketing research Process
Exploratory Research
Mostly Qualitative in nature
Research Design
Descriptive Design
Conclusive Research
Mostly Quantitative in nature
Casual Design
3
2013/4/24
Asst.Prof.M.Choudhury
Marketing Research Approaches
By the Marketing department Itself By the Marketing Research Development Fieldwork by an agency The full services of a marketing research agency is used.
2013/4/24 Asst.Prof.M.Choudhury 4
Types of Marketing Research
Ad-Hoc Research
Types
Continuous Research Interview
2013/4/24 Asst.Prof.M.Choudhury 5
Stages in the marketing research process
Initial contact
Research Brief
Research Proposal
2013/4/24 Asst.Prof.M.Choudhury 6
Types of Research
• Exploratory Research : allows the researcher to understand the people who are to be interviewed in the main data collection stage. Exploratory research typically addresses the “What” questions.
– Secondary Research – Qualitative research – Depth interviews
•
•
•
Descriptive research : this type of research describe customer’s beliefs, attitudes, recall of advertisement & knowledge about its content. Descriptive research asks the How? and Who? questions Explanatory Research : Builds on exploratory and explanatory research. It goes beyond exploring a topic or providing a picture of it. The goal is to identify the reason certain things occur. Explanatory research asks the “Why” questions. Experimental research : it establishes cause & effect.
2013/4/24
Asst.Prof.M.Choudhury
7
The main data collection stage
• Sampling process • Sample size • Sample selection
– Probability Methods
• Simple random sampling • Stratified random sampling • Cluster sampling
– Non-Probability Methods
• Convenience sample • Judgment sample • Quota