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Research Question Example Marketing Research - PowerPoint

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Research Question Example Marketing Research document sample

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									The Marketing Research
       Process
The Research Purpose

• A shared understanding between manager and
  researcher about
  – Problem or opportunity to be studied
     • Exploratory (qualitative) research to identify problems or
       opportunities
     • Goal is to move from exploratory to confirmatory (quantitative)
       research (decision-focused)
  – Evaluation of decision alternatives
     • If there are no decision alternatives, no research is necessary
  – Research users
     • External bodies may require high-quality research designs
Research Purpose: Example Case

• Example Case: Promoting a New
  Health Cub in town
• Research problem: Consumers largely
  ignore advertising
• Research opportunity: Competitor’s facilities
  are outdated
Market Research Process
1. Agree on Research Purpose
2. Establish Research Objectives
Research Objective

• A statement, in as precise terminology as
  possible, of what information is needed to satisfy
  the research purpose
• What do we plan to achieve (know) through this
  research, that dovetails into the research purpose
• Case: Promoting a New Health Club in town
  – Research Objective:
Explicating the Research Objective

  Research Question
    What specific information do we want under the broad
     research objective
  Hypothesis Development
    Can we make a specific statement about a research
     question which we believe to be accurate
  Research Boundaries
    Who should be included / excluded from the research
The Research Question (RQ)

• Specifies information the decision maker
  needs to achieve the research purpose
• One Research Objective may lead to many
  research questions
• RQs used when we do not have sufficient
  information to state a hypothesis
Case: New Health Club: Research
Questions: Consumers Ignore Advertising
Case: New Health Club: Research
Questions: Outdated competitor’s facilities
The Hypothesis

• A statement related to the research
  question which you believe to be accurate
• Two types (Null & Research) – research to
  reveal which of these are correct
• Specify variables to be measured with /
  without value OR variables to be
  measured and relationship between them
 Hypothesis Development


                      Theory

Research   Research   Management    Hypothesis   Research
Purpose    Question   Experience                 Design
                      Exploratory
                      Research
Role of the Hypothesis
• Introduces more detail than the RQ
• RQ: Why are sales in the Northeast lower than
  the national average?
• H1: The competitor released a new ad campaign
• H2: The weather was abnormally cold
• H3: A distribution problem prevented products
  from reaching the retailers
• Introduces variables to be included in the
  research design (e.g. new ad campaign,
  temperature, distribution problems)
Case: New Health Club: Hypotheses:
Consumers ignore advertising?
Case: New Health Club: Hypotheses:
Outdated competitor’s facilities
The Marketing Research Process
 (Research Objective)
Research            Research       Hypothesis
Purpose             Question
Develop a can How effective is     The design that
design for the  each of several    conforms to the
new Miller beer different design   advertising message
                alternatives?      is best.
Increasing      What is the current Builders Square’s
Builders Square image of Builders image is not as good
store traffic   Square?             as its competitor’s
                                    image.
The Research Process Pyramid
  Abstract level      Research Problem



                     Research Objectives



                     Research Questions


                         Hypotheses


 Operational level
                     Questionnaire Items

								
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