Transcript Chapter 3 - Exploring Marketing Research

Types of Marketing
Research
Dr. Michael R. Hyman, NMSU
Marketing Research Types
Basic research
Applied research
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Basic Research
• Attempts to expand the
limits of knowledge
• Not directly involved in the
solution to a pragmatic
problem
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Basic Research Methods
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Surveys
Experiments
Secondary data
Observation
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Basic Research Example
Do consumers experience cognitive
dissonance in low-involvement
situations?
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Applied Research
Conducted when a decision
must be made about a
specific real-life problem
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Applied Research Example
• Should McDonalds add Italian pasta
dinners to its menu?
• Marketing research told McDonald’s it
should not?
• Should Procter & Gamble add a highpriced home teeth bleaching kit to its
product line?
• Research showed Crest Whitestrips would
sell well at a retail price of $44
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Types of Research
• Exploratory
• Descriptive
• Causal
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Uncertainty Influences
the Type of Research
CAUSAL OR
DESCRIPTIVE
COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY
EXPLORATORY
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Degree of Problem Definition
Exploratory Research
(Unaware of Problem)
“Our sales are declining and
we don’t know why.”
“Would people be interested
in our new product idea?”
Descriptive Research
(Aware of Problem)
Causal Research
(Problem Clearly Defined)
“What kind of people are buying “Will buyers purchase more of
our product? Who buys our
our products in a new package?
competitor’s product?”
“Which of two advertising
“What features do buyers prefer campaigns is more effective?”
in our product?”
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Exploratory Research
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Exploratory Research Techniques:
Two Examples
• Secondary data (historical data)
– Previously collected
– Census of population
– Literature survey
• Pilot study
– A number of diverse techniques
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Exploratory Research
• Initial research conducted to clarify and
define the nature of a problem
• Does not provide conclusive evidence
• Subsequent research expected
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Descriptive Research
• Describes characteristics of a population
or phenomenon
• Some understanding of the nature of the
problem
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Descriptive Research Example
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•
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Weight Watchers average customer
Woman about 40 years old
Household income of about $50,000
At least some college education
Trying to juggle children and a job
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Descriptive Research Example
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•
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Men’s fragrance market
1/3 size of women’s fragrance market
But growing at a faster pace
Women buy 80 % of men’s fragrances
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Causal Research
• Conducted to identify cause and effect
relationships
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Identifying Causality
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•
A causal relationship is impossible to
prove.
Evidence of causality:
1. The appropriate causal order of events
2. Concomitant variation--two phenomena vary
together
3. An absence of alternative plausible
explanations
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Research-Directed Marketing:
Minimizing Risk, Maximizing Profits
Source: AMA Best Practice Webcasts
Sponsored by: Vividence
Webcast Date: July 22, 2004
Time: 55 minutes
Presenter: Dr. Bonny Brown, Director of
Research, Vividence Corporation
Click here for free webcast (you’ll need to register
on the AMA site; introduces many topics covered
in this course)
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