03-mktg rsch process.ppt

ExploringMarketing Research William G. Zikmund
Chapter 3:
The Marketing Research Process
Information
Reduces Uncertainty
Helps focus decision making
Types of Research
Exploratory
Descriptive
Causal
COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY
CAUSAL OR
DESCRIPTIVE
EXPLORATORY
Uncertainty Influences the Type of Research
Exploratory Research Descriptive Research Causal Research
(Unaware of Problem) (Aware of Problem) (Problem Clearly Defined)
“Our sales are declining and “What kind of people are buying “Will buyers purchase more of
we don’t know why.” our product? Who buys our our products in a new package?
competitor’s product?”
“Would people be interested “Which of two advertising
in our new product idea?” “What features do buyers prefer campaigns is more effective?”
in our product?”
Degree of Problem Definition
possible situation
Exploratory Research
Secondary Data
Experience Survey
Pilot Studies
Exploratory Research
Initial research conducted to clarify and define the nature of a problem
Does not provide conclusive evidence
Subsequent research expected
Descriptive Research
Describes characteristics of a population or phenomenon
Some understanding of the nature of the problem
“I keep six honest serving men, (they taught me all I knew), their names are
--Rudyard Kipling
what,
and why,
and when,
and how,
and where
and who.”
Descriptive Research Example
Weight Watchers average customer:
Woman about 40 years old
Household e of about $50,000
At least some college education
Trying to juggle children and a job