【國(guó)外原版配套市場(chǎng)營(yíng)銷調(diào)研】MarketingResearch

1、 to accompanyNaresh MalhotraJohn HallMike ShawPeter Oppenheim to accompanyChapter 3Specifying the Marketing Research ProcessChapter ObjectivesAfter reading this chapter you should be able to:Appreciate that good research requires good thinkingUnderstand that nothing is as practical as a good theoryS

2、how how a broad research approach is narrowed into specific market research questionsDescribe the processes the researcher carries out to understand the context and how to approach the market research problemChapter Objectives (continued)Understand the usefulness of hypotheses about the market resea

3、rch problemAppreciate the importance of clearly specifying the information needed and its relationship to the research objectivesDemonstrate how to specify practical, measurable and achievable research objectives TopicThe approach to specifying the marketing research objectivesTasks involved in spec

4、ifying the research objectivesChoosing the best approachInternational marketing researchSummary The Approach to Specifying the Marketing Research ObjectivesTo develop an effective and efficient research design the research must choose the basis on which to exam the problemThis approach is the overal

5、l paradigm:An overall and fundamental basis on which a situation can be considered and analysedConfidence needed that it is a reasonable set of assumptions with which to guide the formulation of the research objectives and the research design methodologyIn consumer behaviour studies the basic paradi

6、gm could be that the behaviour is rational, conscious decision making and not based on random subconscious behaviourThe Approach to Specifying the Marketing Research ObjectivesTasks the researcher may undertake:Establish objectives and theoretical frameworkDevelop conceptual and analytical modelsSet

7、 the research questionsSpecify appropriate hypothesesThe Approach to Specifying the Marketing Research ObjectivesIn the process of developing a conceptual approach and paradigm there are four important outputs for the research design:List of research questionsSpecification of the necessary informati

8、onProject scopeResearch objectivesTopicThe approach to specifying the marketing research objectivesTasks involved in specifying the research objectivesChoosing the best approachInternational marketing researchSummary Establishing Objective Theoretical FoundationsResearch should be based on objective

9、 evidence and supported by theoryTheory:A conceptual scheme based on foundational statements called axioms that are assumed to be trueShould be objectiveNot be influenced by pre-conceived or biased perspectivesShould not bias the resultsEstablishing Objective Theoretical FoundationsObjective evidenc

10、e is gathered by compiling relevant findings from secondary sources past research, marketing plans and communication strategiesResearchers should rely upon theory to determine which factors to investigatePast research on theory development and testing provide important guidelines for determining the

11、 relationship between factorsTheory from review of academic literature in books, journals and monographs Establishing Objective Theoretical FoundationsTheoretical considerations important to:Operationalising and measuring factorsSelection of research design and samplingOrganise and interpret finding

12、sConsiderable effort should be expended on establishing the theoryIf researcher neglects theory more likely to:Misunderstand dataMisinterpret findingsBe unable to integrate findings with previous findings by othersNothing is so practical as a good theoryEstablishing Objective Theoretical Foundations

13、The role theory plays in various marketing research phases is summarised as follows:Establishing Objective Theoretical FoundationsTheory plays role in basic research but requires creativity as theory may not adequately specify the real world caseTheories are incomplete:Need to identify other factors

14、 pertinent to the marketing situationStudents are directed to Example 3.1 and Fig 3.2 (pp. 81-2) for an illustration how previous research, which established the theoretical framework, provided a solid base on which to develop new ways to think conceptually Conducting the Literature ReviewReviewing

15、background literature importantReview is both:Active searching for topics relevant to problem at handPassive ongoing to keep up to date with current views, etcStudents are directed to Example 3.3 and Fig 3.3 (pp. 83-4) for an illustration how a literature review helped shape research design/informat

16、ion collectedDeveloping Conceptual and Analytical ModelsMarket research has borrowed from scientific method which isA theory-to-proof method of discovery that involves a step-by-step, logical, organised and rigorous approach to understanding and solving problemsConceptualisation is about establishin

17、g relationships between factors (variables) in an analytical modelConstructs are intangible factors which are not readily observable in themselves but are thought to be importantTwo ways to gather knowledge:Inductive approachA method that takes extensive observation then draws conclusionsDeductive a

18、pproachA method that theorises from existing data and then sets out to prove the theory based on hypothesis and experimentationInduction and DeductionDeductive approach starts with the theoryInductive approach starts with the informationMODERATING VARIABLESHypothetico-Deductive MethodProvides a scie

19、ntific approach to formulating a theoretical frameworkMODERATING VARIABLESAlter the manner and intensityof the relationship betweenthe independent, intervening, and dependent variablesINDEPENDENT VARIABLESThe primary factors or controllable variablesINTERVENING VARIABLESIntervening theoretical const

20、ructs or consequenceswhich are part of the cause-and-effect relationshipDEPENDENT VARIABLESPrimary effects or outcomesFig 3.4Independent variablesVariables that are manipulated by the experimenter and whose effects are measured and comparedDependent variablesVariables that measure the effect of the

21、independent variables on the test unitsModerating variablesVariables that change or alter the natural influence the independent variable has on the dependent variableIntervening variablesVariable that are intermediaries generated by the independent variable and having a definable effect on the depen

22、dent variableHypothetico-Deductive MethodAn explicit specification of a set of variables and their interrelationships designed to represent some real system or process in whole or in partVerbal Model Provides a written representation of the relationships among variablesGraphical Model Provides a vis

23、ual picture of the relationships among variablesMathematical Model Explicitly describes the relationships among variables, usually in equation formAnalytical Models Analytical Models Setting the Marketing Research QuestionsMRQs are refined statements of the specific components of the problemEach com

24、ponent may be broken down into subcomponents or research questionsResearch questions ask what specific is requiredResearch questions guided by:Problem definitionTheoretical frameworkProposed analytical modelSetting the Marketing Research QuestionsFor example: For a survey of shoppers:Do they exhibit

25、 loyalty to brands and stores?Are they impulsive shoppers who make immediate purchases on credit?Are they more conscious of personal appearance than customers of competing stores?Are they price-conscious shoppers?Are they habitual window shoppers who enjoy the shopping experience?Is shopping a total

26、 experience, including shopping with friends or eating out while shopping?Research questions can be refined to one or more hypothesesSpecifying Appropriate HypothesesHypothesis:Unproven statement or proposition about a factor or phenomenonThey are more than just questionsMay be tentative statement a

27、bout the relationships between factors in the theoretical framework or analytical modelIt suggests both dependent and independent variables for the research designFig 3.5 Development of ResearchQuestions and HypothesesHypothesis:Provides guidelines for what and how data are to be collected and analy

28、sedNot to be confused with a statistical hypothesisMarketing Research ProblemResearch QuestionsHypothesesObjective/TheoreticalFrameworkAnalyticalModelSetting the Scope of the ProjectInvolves looking at the broad and specific components of the projectBroad nature provides overall context any limits w

29、ill begin to define the scopeSpecific components serve to limit the extent of the researchThose to be measured are derived from the purpose of the study and the environmental contextIssue may be purchase not consumption so broad context requires information from the household purchaseIssue may apply

30、 to certain geographic regions so the study would be limited to themDescribing the Information RequiredInformation list should follow from defining the problem and developing the research approachA guide to this information is what characteristics should be addressed in the survey instrumentThere is

31、 no one best approach for identifying relevant characteristicsTo ensure the information addresses all components of the problem a set of dummy tables should be preparedDescribing the Information RequiredDummy table:Blank catalogues dataDescribes how analysis will be structuredForces specificity of i

32、nformation detailAlternative is to work backwardsAlternative ApproachReferred to as Backward Market ResearchDetermine how results will be implementedDecide report content & appearanceSpecify required analysisDetermine data needed for analysisCheck secondary sourcesDesign instrument & sampling plan t

33、o fill data gapsConduct fieldworkDo analysisNB: Market research is not always a sequential process there is feedback between the various stepsDescribing the Information RequiredEach marketing research problem is likely to require the generation of unique information invariably the following are gath

34、ered:Consumer demographic and socioeconomic characteristicsPsychographic and lifestylesPersonality variablesMotivationsKnowledgePast behaviourAttitudes and opinionsIntentions Refer to Research in Practice 3.1 p. 91 for an illustration of research questions and hypothesesSpecifying the Marketing Rese

35、arch Objectives (MROs)MROs:Need to be clearly defined and measurableSpecify exactly what information should be obtained for decision makingResearch objectives are critical to next step formulating research designThe process of developing the MROs may refine the research problem and suggest new decis

36、ions are warrantedWhen properly developed good objectives make the construction of the questionnaire or group discussion topic guide relatively easierTopicThe approach to specifying the marketing research objectivesTasks involved in specifying the research objectivesChoosing the best approachInterna

37、tional marketing researchSummary Choosing the Best ApproachOften more than one good approachNo approach perfectCreativity and ingenuity needed for an approach that will yield information for decision making:EffectivelyEfficientlyRefer to Table 3.3 p. 93 for an example of how to progress from busines

38、s objectives to research objectivesTopicThe approach to specifying the marketing research objectivesTasks involved in specifying the research objectivesChoosing the best approachInternational marketing researchSummary International Marketing ResearchPeople have perceptions, motivations, attitudes and beliefsThere are sociocultural differencesHow do Western theories fit in less developed countries?Different attitude to “timeTopi