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Sampling Research for Profitability - PowerPoint by xso77287


Sampling Research for Profitability document sample

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									        CHAPTER 2

Problem Definition and The
   Marketing Research
   The Marketing Research Process

                                                          5. Data collection

                                        4. Selecting the
                                        Sampling procedure
                                                                 6. Data analysis
                          3. Choosing the
              What?       research method
                                                    7. Report writing &
            2. Creating the                         presentation

  Why?      research design

1. Identifying &                     8. Follow-up
Formulating the
Research Problem
Overview of the Research
Process (alt.)
1. Establish need for information
2. detail research objectives and information needs –
   “Why is this project being conducted?” and "What specific information
   is required to attain the objectives?"
3. design research and data sources – information to collect, sources of
   data, and plan guiding data collection and analysis
4. design data-collection procedure – e.g., questionnaire
5. design sample – define population, sample-selection method, and the
   sample size
6. collect data
7. process and code data
8. analyze data
9. present results – oral presentation and/or written report
   Step 1: Define the problem
 Objectives Vs. problems

 Management decision problem vs. marketing research

 Problem or Symptom?

 Cherry Blossom sales are dropping.
 Kiwi is the main competitor.
 Salespeople tell me that Kiwi is gaining share.

     what is likely to happen with such decisions?
      $20 million ad campaign
      Price promotions
      Six months later - NO JOB!!
 How to define the decision problem?
  Cherry Blossom shoe polish is losing sales!
  Cherry’s market share is dropping….because Kiwi is
   taking away market share

   Is the market shrinking?
   Are there other new competitors?
   Are there different needs?
Problem Definition: Cherry Blossom Shoe Polish is losing
         sales due to three important trends:

    -consumers are wearing other kinds of non-leather shoe
         -attitudes towards shoe polishing is declining
        -consumers have less time to polish their shoes
Identifying & Formulating the
     Research Problem

Identifying & Formulating the
     Research Problem
 Creating the Research Design
 Research Design
   Exploratory Study (Montblanc)
     Seeking insight into the general nature of the problem.
   Descriptive Study
     Description of the environment.
   Causal Study
     Whether one variable causes the other.
 Hypotheses
   A conjecture; a possible answer to the research question
Conducting Exploratory Research
     What is Exploratory Research?

     Seeking   insight into the general nature of the
     Qualitative Research; Observation, Mystery
      shopping, Focus groups, In-depth interviewing,

    NO hypothesis or vague hypothesis
Descriptive Research (Example)
 Describe the characteristics of relevant groups
   Internet users
   Who buys our products?
   Where do they buy it?
Causal Studies
 Variable
 Dependent variable
 Independent variable
 Three issues for causal studies
   Temporal sequence. Attitude  Behavior.
   Concomitant variation
   Spurious association
What is this type of research?
  Who are our users?
  Will an increase in service staff help profitability?
  What is the demographic profile of our target market?
What is this type of research?
  What are the reasons for falling sales?
  Will a change in price improve loyalty?
Choosing a Method of Research
  Survey
    Mail
    Telephone
    Intercept
  Observation
    Monitors respondents actions without direct interaction
  Experiments
Sampling Procedure
 Probability vs. Non-probability sampling
   Population Vs. Sample


 The other steps……….
Regardless of which presidential
 candidate you now support, who do
 you think won the debate?
   George W. Bush       19%
   John Kerry       61%
   No winner/about even 16%
   Don't know       4%

 The NEWSWEEK poll was conducted by Princeton
    Survey Research Associates, which interviewed 1,013
    registered voters by telephone on Sept. 30-Oct. 2. The
    margin of error is plus or minus 4 percentage points.
  2-5 Errors in Marketing Research
Two main types of errors in marketing research:
  sampling errors
     unavoidable inaccuracy stemming from using samples to
      estimate quantities in the population
     equals difference between the sample value and the true
      underlying population value
  non-sampling errors – errors that occur in the research
    process over and above the sampling error
     inadvertent mistakes
     deliberate deceptions
  2-5c Types of Non-Sampling Errors
 faulty problem definition – solving the wrong problem
 incorrect population definition – wrong sample
 sampling frame not representative of the population
   e.g., phone book under-represents stock buyers
 non-response errors – refusals and not at home
 poor questionnaire design
   e.g., biased or misleading question
 measurement error – scale doesn’t match construct of interest
 improper causal inferences – assigning cause inappropriately

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