LECTURE 1
Marketing 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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