Marketing Research: Aaker, Kumar, Day Seventh Edition Instructor's Presentation Slides

Marketing
Research
Aaker, Kumar, Day
Seventh Edition
Instructors Presentation
Slides
Chapter Four
Research Design and
Implementation
Research Design and

Implementation
Research Design
The
detailed blueprint to guide the

implementation of a research study
toward the realization of its objectives
Marketing Research 7th
Aaker,
Kumar, Day
Categories of Research
Exploratory Research
Used when seeking insights into the general nature of a

problem, the possible decision alternatives, and the
relevant variables that need to be considered
Aaker,
Kumar, Day
Categories of Research (Cont.)

Descriptive Research
Provides
an accurate snapshot of some aspect

of the market environment, such as:
The
proportion of the adult population that supports

the United Fund
Consumer
evaluation of the attributes of our product

versus competing products.
The
socioeconomic and demographic characteristics

of the readership of a magazine
The
proportion of all possible outlets that are

carrying, displaying, or merchandising our products
Aaker,
Kumar, Day
Categories of Research (Cont.)

Causal Research
Used when it is necessary to show that one variable

causes or determines the values of other variables, a
causal research approach must be used
Aaker,
Kumar, Day
Detective Funnel
Uses Combination of All Three
Research Techniques
Exploratory
techniques generate all

possible reasons for a problem
Descriptive
and Causal approaches

narrow the possible causes
Aaker,
Kumar, Day
Problem
Detective Funnel
Exploratory
Research
Possible
causes of the
problem
Descriptive
Research
Causal
Research
Probable
Causes
Aaker,
Kumar, Day
Data Collection Methods

Relationship between Data Collection Method and
Category of Research
Category of Research
Data Collection Method Exploratory
Descriptive Causal
Secondary Sources
Information System
Databanks of other
organizations
Syndicated Services
Primary Sources
Qualitative Research
Surveys
Experiments
a
a
b
b
a
b
b
a
b
b
a
Aaker,
Kumar, Day
Research Tactics and

Implementation
Once the research approach has been
chosen:
Develop:
The
Plan
specifics of measurements
for choosing the sample
Methods
of analysis
Analysis
of value versus cost and time
involved
Aaker,
Kumar, Day
Issues in International
Research Design
Determining Information Requirements
Consider level and type of decision for
which research is conducted
Two types of decisions
Strategic
Tactical
Aaker,
Kumar, Day
Research Design (Contd.)
Global Strategic Decision
Mostly made at corporate headquarters
Information required is governed by
overall company objectives
Implies long term survival of company
Deal with macro environment
Aaker,
Kumar, Day
Tactical Decisions
Concerned with micro-level
implementation issues
Information obtained from primary data
Concerned with marketing mix strategy
for country/product markets
Made at functional or subsidiary level
Aaker,
Kumar, Day
Unit of Analysis
Researcher must decide at what level the
analysis is done
Global
level
All countries taken simultaneously
Regional
Groups of countries considered homogeneous for macro

environmental factors
Country
level
level
Each country taken as separate unit
Aaker,
Kumar, Day
Construct, Measurement and

Sample Equivalence
Construct Equivalence
Deals with how both the researcher and
the subjects see, understand, and code
a particular phenomenon
"Are we studying the same
phenomenon in countries X and Y?"
Aaker,
Kumar, Day

Sample Equivalence (Contd.)
Measurement Equivalence
Deals with the methods and procedures
used by the researcher to collect and
categorize essential data and
information
Are the phenomenon in countries X and
Y measured the same way?"
Aaker,
Kumar, Day

Sample Equivalence (Contd.)
Sampling Equivalence
"Are the samples used in countries X
and Y equivalent?"
Aaker,
Kumar, Day
Key Pitfalls in Conducting and

International Research
Selecting a domestic research company
to do your international research
Rigidly standardizing methodologies
across countries
Interviewing in English around the world
Setting inappropriate sampling
requirements
Aaker,
Kumar, Day
Key Pitfalls in Conducting and

International Research
(Contd.)
Lack of systematic international
communication procedures
Misinterpreting multi-country data across
countries
Not understanding international
differences in conducting qualitative
research
Aaker,
Kumar, Day
Error in Research Design

Two Components of Errors
Sampling error
Non-sampling error
Sampling Error
Difference between a measure obtained from a sample

of population and the true measure that can be obtained
only from the entire population
Nonsampling Error
All other errors associated with a research project
Aaker,
Kumar, Day
Sources of Nonsampling Error

Design Errors
Flaws in research design
Selection Error
Population Specification Error
Sampling Frame Error
Surrogate Information Error
Measurement Error
Experimental Error
Data Analysis Error
Aaker,
Kumar, Day

(Contd.)
Administering Errors
Occur during the administration of a survey
instrument to the respondents
Questioning
Recording
Error
Error
Interference
Error
Aaker,
Kumar, Day

(Contd.)
Response Error
Occur
when respondent provides inaccurate

answers to survey questions
Non-response Error
Occur
if
Some
members of sample not contacted
Some
members provide incomplete or no

response to survey instrument
Aaker,
Kumar, Day
Budgeting the Research

Project
Two approaches to budgeting
Estimate the dollar costs associated with each
research activity
Used for unusual or expensive projects
Determining the activities to be performed in

hours and apply standard cost estimates to these
hours
Used for routine projects or when researcher has

knowledge of costs
Aaker,
Kumar, Day
Scheduling the Research

Project
Identifies personnel accountable for each task
within a given time period
Scheduling techniques:
Critical path method (CPM)
Program evaluation & review techniques (PERT)
GANTT charts
Graphical evaluation & review techniques (GERT)
Aaker,
Kumar, Day
Research Proposal
Describes a plan for conducting and
controlling a research project
Basis for a written contract between manager
and researcher
Basis for a vehicle for reviewing important
decisions
Used to choose among competing supplies
and influence decision to fund study
Aaker,
Kumar, Day
Basic Contents of a Research

Proposal
Executive Summary
Purpose and Scope
Objectives
Research Approach
Time and Cost Estimates
Appendices
Aaker,
Kumar, Day

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Marketing

Research Design and

detailed blueprint to guide the

Marketing Research 7th

Used when seeking insights into the general nature of a

Marketing Research 7th

Categories of Research (Cont.)

an accurate snapshot of some aspect

proportion of the adult population that supports

evaluation of the attributes of our product

socioeconomic and demographic characteristics

proportion of all possible outlets that are

Marketing Research 7th

Categories of Research (Cont.)

Used when it is necessary to show that one variable

Marketing Research 7th

techniques generate all

and Causal approaches

Marketing Research 7th

Marketing Research 7th

Data Collection Methods

Marketing Research 7th

Research Tactics and

of value versus cost and time

Marketing Research 7th

Marketing Research 7th

All countries taken simultaneously

Groups of countries considered homogeneous for macro

Each country taken as separate unit

Marketing Research 7th

Construct, Measurement and

Marketing Research 7th

Construct, Measurement and

Construct, Measurement and

Marketing Research 7th

Key Pitfalls in Conducting and

Key Pitfalls in Conducting and

Error in Research Design

Difference between a measure obtained from a sample

All other errors associated with a research project

Marketing Research 7th

Sources of Nonsampling Error

Sources of Nonsampling Error

Marketing Research 7th

Sources of Nonsampling Error

when respondent provides inaccurate

members of sample not contacted

members provide incomplete or no

Marketing Research 7th

Budgeting the Research

Used for unusual or expensive projects

Determining the activities to be performed in

Used for routine projects or when researcher has

Marketing Research 7th

Scheduling the Research

Basic Contents of a Research

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