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LECTURE 1Marketing The systematic and objective identification, collection, analysis and dissemination of
research information for the purpose of improving decision making related to the identification of
problems and opportunities in marketing. -> market research is a subset of marketing
research.
Research process 1. Problem definition
2. Development of an approach
3. Research design formulation
4. Fieldwork or data collection
5. Data preparation & analysis
6. Report preparation
Problem • Clarify the management decision problem
definition • Take into account: purpose, background information, information needed
• Define research problem and questions
• Create mutual understanding and agreement
• Confirm information value
• Should guid the researcher in proceeding with the project
Management • Asks what the decision maker needs to do
decision problem • Action oriented
MDP
1. Marketing • Asks what information is needed and how it should be obtained
research problem • Information oriented
Example Groningen:
MDP
• What can we do to retain talented workforce?
• How can we make the city more attractive?
MRP
• How attractive is the city currently?
• What aspects influence the attractiveness?
• What aspects influence the choice of living?
• How can these be improved?
Example
• MDP: declining number of visitors BK
• MRP: Determine relative strengths / weaknesses compared to main competitors
• MRP: Determine consumer evaluation of BK
• MDP: Develop new chain
• MRP: Determine consumers’ perceptions of and interest in the restaurant chain
2. Development • Objective / theoretical framework
of an approach o Which variables (constructs) should be investigated?
o Based on academic literature, general empirical findings
• Model
, o Variables and their interrelationships
o Verbal, graphical, or mathematical
• Hypotheses
o Tentative statements about relationship between two or more variables
(according to theory)
o I.e., a possible answer to each research question
o Can be tested empirically
Model A stylized representation of reality
3. Research • Purpose is to design a specific study
design • Framework for conducting the marketing research project
formulation • Procedure for obtaining the information needed
• Details of implementing the approach
Research design • Exploratory
types o Discover ideas, insights, understanding processes
o Experts, qualitative research
• Descriptive (conclusive)
o Describing important characteristics/markets
o Surveys, panels, quantitative research
• Causal (conclusive)
o Determine cause-effect relations
o Cleanest: experiments
Exploratory vs.
Conclusive
,Research design
types
6 W s for • Why = MDP
research design • What = MRP + Research Questions
• Way =
o Type (exploratory, descriptive, causal?)
o Method of data collection
o Method of analysis
• Who =
o Population, target group
o Sampling frame
o Sampling method, sample size
• When
• Where
Secondary data • Data collected for some purpose other than the problem at hand
• Can be located quickly
• Lower costs
, Primary vs.
Secondary data
When to use • General rule (Malhotra):
secondary data? o Start with secondary data
o When exhausted or marginal returns: collect primary data
• Critically evaluate the quality/suitability of secondary data, e.g.
o Methodology
o Errors (approach, sampling)
o Objective
Classification
secondary data
LECTURE 2
Qualitative vs.
Quantitative
Qualitative = • An ambigious problem to which we want new insights / understanding
often exploratory • Exploring issues which are hard to quantify or to give an objective answer to
• Does not aim to provide generalisable results but to produce in-depth
understanding and novel insights
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