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Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Chapter FourChapter Four
Research Design and Research Design and ImplementationImplementation
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Marketing Research Process – Part 2Marketing Research Process – Part 2
Some time ago, IBM sold of their PC division to a Some time ago, IBM sold of their PC division to a Chinese firm called Lenovo. The Chinese Chinese firm called Lenovo. The Chinese company is now offers laptop computers to the company is now offers laptop computers to the US market (originally sold by IBM under the US market (originally sold by IBM under the ThinkPad name). Lenovo has a choice:ThinkPad name). Lenovo has a choice:
1.1. Using the original Think Pad logo or Using the original Think Pad logo or
2.2. Using a newly designed logo. Using a newly designed logo.
As a market research firm, please create a As a market research firm, please create a research design for helping the company take a research design for helping the company take a decision.decision.
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Background QuestionsBackground Questions
Problem:Problem: Which logo should Lenovo use?Which logo should Lenovo use? Decision alternatives:Decision alternatives: Should Lenovo go ahead with a new logo or use Should Lenovo go ahead with a new logo or use
the Think Pad logothe Think Pad logo Research ObjectiveResearch Objective To determine which logo enjoys the most positive To determine which logo enjoys the most positive
associationsassociations To determine which logo causes the greatest To determine which logo causes the greatest
willingness to buywillingness to buy
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Research designResearch design
Detailed blueprint used to guide the Detailed blueprint used to guide the research study to its objectivesresearch study to its objectives
Defines research approach to be used for Defines research approach to be used for obtaining informationobtaining information
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Rese
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RESEARCH DESIGN PROCESS
Research Approach
Exploratory Descriptive Causal
Choice of data collection methodSecondary, standardized, qualitative,Surveys, experimentsRole of research supplierProject designRaw data collection
Research Tactics
Develop measures, Questionnaire,Design experiments, design samplingplan, anticipate analysis
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Categories of Research ApproachesCategories of Research Approaches
Causal
Exploratory
DescriptiveEach element plays a distinct and complementary role!
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Exploratory ResearchExploratory Research
Used when seeking insights Used when seeking insights – Into the general nature of the problemInto the general nature of the problem– The decision alternativesThe decision alternatives– The variables to be included The variables to be included
The questions – “why” and “how” are The questions – “why” and “how” are importantimportant
The probeThe probe
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Lenovo caseLenovo case
Research Objective:Research Objective: How do consumers perceive the Think Pad logo How do consumers perceive the Think Pad logo
and the new logo?and the new logo? Research Approach:Research Approach: Exploratory research to understand all Exploratory research to understand all
associations the two logos throw upassociations the two logos throw up Choice of data collection method:Choice of data collection method: Qualitative: Focus groups, in-depth interviewsQualitative: Focus groups, in-depth interviews
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Exploratory Research – Another Exploratory Research – Another ExampleExample
Case 2: Levis is considered by many to be a Case 2: Levis is considered by many to be a fading brand. The company wants to fading brand. The company wants to revitalize it and would like to understand revitalize it and would like to understand why Levis does not appeal to its target why Levis does not appeal to its target demographicdemographic
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Limitations of Exploratory ResearchLimitations of Exploratory Research
No hypothesis or vague or ill-defined hypothesisNo hypothesis or vague or ill-defined hypothesis– Not possible to confirm / disconfirmNot possible to confirm / disconfirm
No firm preconceptions of what will be foundNo firm preconceptions of what will be found Biased – relies too much on the interpretation of Biased – relies too much on the interpretation of
the researcherthe researcher Inaccurate recording and reportingInaccurate recording and reporting
– Technology overcomes this to a large extentTechnology overcomes this to a large extent
Limited generalizability (external invalidity)Limited generalizability (external invalidity)
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Descriptive ResearchDescriptive Research
Most marketing research falls in this Most marketing research falls in this categorycategory
Greatest application: describe a marketing Greatest application: describe a marketing situationsituation
Hypothesis exist but may be tentative and Hypothesis exist but may be tentative and speculativespeculative
Can only show if two variables are Can only show if two variables are associatedassociated
May precede causal researchMay precede causal research
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Limitations of Descriptive ResearchLimitations of Descriptive Research
Does not focus on the ‘why’ – understanding Does not focus on the ‘why’ – understanding phenomenaphenomena
Cannot be used for prediction and controlCannot be used for prediction and control
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Lenovo CaseLenovo Case
Now that we know what associations do the two Now that we know what associations do the two logos throw up, what is our next step?logos throw up, what is our next step?
Research ObjectivesResearch Objectives:: Find out the degree of closeness of these Find out the degree of closeness of these
associations with the logosassociations with the logos Find out how favorably each association is Find out how favorably each association is
perceivedperceived Find out which logo do consumers preferFind out which logo do consumers prefer Find out if their preferences are related to their Find out if their preferences are related to their
willingness to buywillingness to buy
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Lenovo CaseLenovo Case
Why not collect this data during exploratory Why not collect this data during exploratory research?research?
What would this information be useful for?What would this information be useful for?
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Lenovo caseLenovo case
Research Approach:Research Approach: Descriptive ResearchDescriptive Research Choice of data collection methodChoice of data collection method:: SurveysSurveys Which variables do we measure?Which variables do we measure? Closeness of association with logoCloseness of association with logo Favorability of associationFavorability of association Preferences for logoPreferences for logo Willingness to buyWillingness to buy
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Descriptive Research examplesDescriptive Research examples
Owners who like SUVs are the most vocal Owners who like SUVs are the most vocal about high gas pricesabout high gas prices
Americans who frequently travel abroad are Americans who frequently travel abroad are more accepting of higher gas pricesmore accepting of higher gas prices
What is the market size of regular coffee What is the market size of regular coffee drinkers?drinkers?
What are the preference levels for coffee What are the preference levels for coffee and tea?and tea?
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Lenovo caseLenovo case
Now that we know the preferences for each logo, Now that we know the preferences for each logo, and their willingness to buy, what should our next and their willingness to buy, what should our next step be?step be?
Research Objective:Research Objective: Confirm that it is the preference for the brand logo Confirm that it is the preference for the brand logo
ONLYONLY that causes the willingness to buy that causes the willingness to buy Hypothesis:Hypothesis: Consumer preference for the Think Pad logo is Consumer preference for the Think Pad logo is
positively related to their willingness to buy the positively related to their willingness to buy the productproduct
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Some more causal research Some more causal research HypothesesHypotheses
Attitude to SUVs is negatively related to high Attitude to SUVs is negatively related to high gas price acceptabilitygas price acceptability
Greater frequency of travel abroad is Greater frequency of travel abroad is positively related to acceptability of high gas positively related to acceptability of high gas pricesprices
Greater awareness of American culture is Greater awareness of American culture is positively related to Starbucks acceptabilitypositively related to Starbucks acceptability
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Causal ResearchCausal Research
Shows that one variable causes or determines the Shows that one variable causes or determines the value of another variablevalue of another variable
Hence controlling one variable can help control the Hence controlling one variable can help control the otherother
Causality can be inferred only if:Causality can be inferred only if:1. Evidence of a strong association between the predictor 1. Evidence of a strong association between the predictor
and dependent variablesand dependent variables2. The predictor variable precedes the dependent variable 2. The predictor variable precedes the dependent variable
in timein time3. Other rival explanations are ruled out3. Other rival explanations are ruled out Hypothesis stated very specifically in terms of Hypothesis stated very specifically in terms of
variables and quantity or directionvariables and quantity or direction
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Exploratory / Descriptive / CausalExploratory / Descriptive / Causal
ExploratoryExploratory DescriptiveDescriptive CausalCausal
Seek InsightsSeek Insights Describe a marketing Describe a marketing situationsituation
Establish predictive Establish predictive relationshipsrelationships
Broad research Broad research questionsquestions
Specific research Specific research questionsquestions
No research No research questionsquestions
No hypothesesNo hypotheses Hypotheses with 1 / 2 Hypotheses with 1 / 2 variables and variables and direction specifieddirection specified
Only hypotheses with Only hypotheses with 2 variables and 2 variables and direction specifieddirection specified
Hypotheses with 2 Hypotheses with 2 variables can only variables can only confirm associationsconfirm associations
Hypotheses with 2 Hypotheses with 2 variables can confirm variables can confirm predictive powerpredictive power
Results feed into Results feed into descriptive / causaldescriptive / causal
Results may feed into Results may feed into causal researchcausal research
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Experimental DesignsExperimental Designs
Designs to infer causalityDesigns to infer causality Aid understanding (“why”) of phenomenaAid understanding (“why”) of phenomena Allows prediction and controlAllows prediction and control The observation – “O”; and exposure or The observation – “O”; and exposure or
manipulation – “X”manipulation – “X”– If “X” really does cause “O” then the experiment If “X” really does cause “O” then the experiment
has internal validityhas internal validity– If there is a question then we may have If there is a question then we may have
Plausible Rival Explanations (PRE)Plausible Rival Explanations (PRE)
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Some PRE for the Lenovo caseSome PRE for the Lenovo case
Pre-existing knowledge of company and its Pre-existing knowledge of company and its country of origin may influence willingness to buycountry of origin may influence willingness to buy
The product design (looks/feel) may influence The product design (looks/feel) may influence willingness to buywillingness to buy
Consumers knowledge of computers / computing Consumers knowledge of computers / computing may influence willingness to buymay influence willingness to buy
Consumers attitude to computers may influence Consumers attitude to computers may influence willingness to buywillingness to buy
Consumers ease with computers may influence Consumers ease with computers may influence willingness to buywillingness to buy
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Example – Exp. DesignsExample – Exp. Designs
Carnival Cruise Lines known for its “party” Carnival Cruise Lines known for its “party” image wants to attract the family crowd and image wants to attract the family crowd and makes a new commercial showing good, makes a new commercial showing good, clean fun for families.clean fun for families.
Assume we want to measure the impact of Assume we want to measure the impact of the commercial on a subject’s attitude to the commercial on a subject’s attitude to Carnival Cruise linesCarnival Cruise lines
Basic experimental design: X OBasic experimental design: X O
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Some problems with the X O designSome problems with the X O design
Subject’s pre-existing attitude towards Subject’s pre-existing attitude towards Carnival CL may have influenced the Carnival CL may have influenced the subject (History effects)subject (History effects)
The subject may have matured since the The subject may have matured since the manipulation (Maturation effects) – manipulation (Maturation effects) – especially important for quasi-experimentsespecially important for quasi-experiments
Some subjects may be afraid of sailing and Some subjects may be afraid of sailing and water (Selection effects)water (Selection effects)
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
An improvement over the X O designAn improvement over the X O design
O X O O X O Which effects have been controlled?Which effects have been controlled? History effectsHistory effects Continued ProblemsContinued Problems The subject may have matured between the two The subject may have matured between the two
observations (Maturation Effects) – important in observations (Maturation Effects) – important in quasi experimentsquasi experiments
Some subjects still afraid of water (selection Some subjects still afraid of water (selection effects)effects)
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
An improvement over the OXO An improvement over the OXO designdesign
O X OO X O
O OO O Which additional effects have been controlled Which additional effects have been controlled
here?here? Maturation effectsMaturation effects Continued ProblemsContinued Problems Selection effects: the subjects in one group may Selection effects: the subjects in one group may
be more afraid of water than the other groupbe more afraid of water than the other group
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
More improvement…More improvement…
Further improvementFurther improvementO X OO X O
RARAO OO O
Random Assignment (RA) neutralizes selection Random Assignment (RA) neutralizes selection effectseffects
The design now controls history, maturation and The design now controls history, maturation and selection effectsselection effects
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Lenovo CaseLenovo Case
What experimental design best controls for What experimental design best controls for the PRE’s?the PRE’s?
RARA
Design now controls for History, Maturation Design now controls for History, Maturation and selection effectsand selection effects
O1 X O1
O2 X O2
Oc Oc
Laptop with Think Pad logo
Laptop with new logo
Laptop with no logo
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Exploratory/Descriptive/Causal? Exploratory/Descriptive/Causal? Choice of data collection method?Choice of data collection method?
Case 1: To understand what do consumers Case 1: To understand what do consumers think about BMW the brandthink about BMW the brand
Case 2: To understand if Vioxx really Case 2: To understand if Vioxx really increases the risk of heart attacksincreases the risk of heart attacks
Case 3: To understand if consumers read Case 3: To understand if consumers read nutrition labels on foodstuffsnutrition labels on foodstuffs
Essentials of Marketing Research Essentials of Marketing Research Kumar, Aaker, Day Kumar, Aaker, Day
Exploratory/Descriptive/Causal? Exploratory/Descriptive/Causal? Choice of data collection method?Choice of data collection method?
Case 4: To understand if an ad has the Case 4: To understand if an ad has the desired effectdesired effect
Case 5: To know what is the size of the Case 5: To know what is the size of the coffee market in the UScoffee market in the US
Case 6: To know if the drop in prices has Case 6: To know if the drop in prices has increased salesincreased sales
Case 7: To know what people understand Case 7: To know what people understand by “convergence of technologies”by “convergence of technologies”