Market Research Summart
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Karl Popper’s theory of conjecture & refutation.Operational definitions.(how loyal the customer is)Andreason’s backward market research methodology.Questionnaire design – Guidelines.Scales – nominal, ordinal, interval & ratio. Projective techniques.Randomized response technique.？Interviewee & interviewer biases, frame error, mail survey response rate.Interpretation of R outputsClass exercises.1.market research introduction:Understand what marketing research is and its definitionMR作用：provide info. to improve managerial decision-making related to solution of problems and identification of opportunities in marketing.定义：identification of info. needed, collection of data, analysis of data, dissemination of info., use info.marketing research process1.define the problem 2. Develop approach to the problem 3. Formulate a research design 4. Do field work/ collect data 5. Prepare and analyze data 6. Prepare & present reportthe info. Value chain: data->info. -> knowledge -> decision making -> implement actionthe science of marketing?empirical approach to marketing decision making -> the fallacy of inductive logicSCIENCE CANNOT PROCEED BY INDUCTIONK.popper: theory of conjecture and refutation :1.physical theory is always provisional 2.In the process of scientific discovery, one must start with a conjecture in the form of an easily refutable statement. (Strictly existential statements cannot be falsified. (只要存在一个就好)A conjecture in the form of a “restricted” existential statement is easily refutable. search for negative evidence so that a conjecture can be refuted)Bayes’s Theorem: 911 P（posterior of TA）= 0.36 =p(TA/E)＝0.0045/0.1246 = p(TA)*P(E/TA)/ p(TA)*P(E/TA)+p(MA)*P(E/MA)[pic 1]hypothetico-deductive 假设演绎法：Hare Krishna Society’s begging for donation tactics. induction -> Hypothesis: Sending a monetary gift increase survey completion rates compared to as an after-the-fact reward-> Deduction: Reciprocation Theory: We repay what another person has provided us.[pic 2]construct good operational definitions/ viewed as proxy measurement (Hemline Indicator) validity (specified and concrete)/ use same operational definition as previous researchers. / These instructions are descriptions of sets of actions or operations that someone can follow accurately to obtain a measurement. EG: If the detergent is green in color, would you say that it is environmentally friendly? Green is not operationally defined. There is a spectrum of green colors. Use a show card with the green color in mind painted on it during the interview.
Multiple operationalism concept: (1. how satisfied? 2. How likely to recommend 3. How likely to choose again?)applied and basic researchapplied: Practical emphasis; Often have a dollars-and-cents orientation quick payoffpure research: theoretical emphasis; little direct impact; done without any thought at about payoff, just satisfy the desire to understand.market research industryresearch suppliers: internal & external 1. full service: Syndicated Services (collect and sell common pools of data of known commercial value designed to serve a number of clients; household & consumer data from regular periodic surveys purchase panels, media panels, Institutional data (Electronic scanner data) may be obtained from retailers, wholesalers, or other firms); internet service; customized or standardized services 2. limited service: field service; others (data analysis)external research suppliers: marketing research firms; communication agencies; consultants2.problem definition and approachStep in problem audit (an attempt to clarify the marketing problem with the purpose of developing the Research Question Tree.)1.Restate the symptom in broad question form.2.The broad management questions are progressively broken down into research questions.3.A research question must be refined if it is not specific enough.4.The kind of information that is needed to answer the specific research questions.[pic 3]Andreason’s Backward Market Research Methodology[pic 4][pic 5]3. research designresearch design: 定义framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems. 分类: Exploratory Research Design; Conclusive Research Design(1.Descriptive Research: Cross-Sectional Design/Longitudinal Design, 2. Causal Research)Exploratory Research Design作用：Used when the research question is still fluid or undetermined;Formulate a problem or define a problem more precisely; Gain insights for developing an approach to the problem ;Help delineate the dependent and independent variables; Develop hypotheses类型：1.Literature search; Secondary data analysis 2.Experience survey or Expert survey or Key informant survey – interview people knowledgeable about the subject being investigated. 3.Focus group. 4.Ethnographic methods – the detailed observation of consumers during their ordinary daily lives using direct observations, interviews, and video and audio recording.5. cases studyDescriptive Research：作用：Descriptions of population characteristics ;Estimates of frequency of characteristics; Discovery of associations among variables