【國(guó)外原版配套PPT市場(chǎng)營(yíng)銷調(diào)研】MarketingResearch

1、Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia1PowerPoint to accompanyNaresh MalhotraJohn HallMike ShawPeter OppenheimPowerPoint to accompanyMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia2Chapter 3Specifying the Market

2、ing Research ProcessMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia3Chapter ObjectivesAfter reading this chapter you should be able to:Appreciate that good research requires good thinkingUnderstand that nothing is as practical as a good theoryShow how a broad

3、research approach is narrowed into specific market research questionsDescribe the processes the researcher carries out to understand the context and how to approach the market research problemMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia4Chapter Objectives (

4、continued)Understand the usefulness of hypotheses about the market research problemAppreciate the importance of clearly specifying the information needed and its relationship to the research objectivesDemonstrate how to specify practical, measurable and achievable research objectives Malhotra, Hall,

5、 Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia5TopicThe approach to specifying the marketing research objectivesTasks involved in specifying the research objectivesChoosing the best approachInternational marketing researchSummary Malhotra, Hall, Shaw, Oppenheim: Marketing R

6、esearch 3e 2006 Pearson Education Australia6The Approach to Specifying the Marketing Research ObjectivesTo develop an effective and efficient research design the research must choose the basis on which to exam the problemThis approach is the overall paradigm:An overall and fundamental basis on which

7、 a situation can be considered and analysedConfidence needed that it is a reasonable set of assumptions with which to guide the formulation of the research objectives and the research design methodologyIn consumer behaviour studies the basic paradigm could be that the behaviour is rational, consciou

8、s decision making and not based on random subconscious behaviourMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia7The Approach to Specifying the Marketing Research ObjectivesTasks the researcher may undertake:Establish objectives and theoretical frameworkDevelop

9、 conceptual and analytical modelsSet the research questionsSpecify appropriate hypothesesMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia8The Approach to Specifying the Marketing Research ObjectivesIn the process of developing a conceptual approach and paradigm

10、 there are four important outputs for the research design:List of research questionsSpecification of the necessary informationProject scopeResearch objectivesMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia9TopicThe approach to specifying the marketing research

11、 objectivesTasks involved in specifying the research objectivesChoosing the best approachInternational marketing researchSummary Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia10Establishing Objective Theoretical FoundationsResearch should be based on objectiv

12、e evidence and supported by theoryTheory:A conceptual scheme based on foundational statements called axioms that are assumed to be trueShould be objectiveNot be influenced by pre-conceived or biased perspectivesShould not bias the resultsMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pe

13、arson Education Australia11Establishing Objective Theoretical FoundationsObjective evidence is gathered by compiling relevant findings from secondary sources past research, marketing plans and communication strategiesResearchers should rely upon theory to determine which factors to investigatePast r

14、esearch on theory development and testing provide important guidelines for determining the relationship between factorsTheory from review of academic literature in books, journals and monographs Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia12Establishing Obj

15、ective Theoretical FoundationsTheoretical considerations important to:Operationalising and measuring factorsSelection of research design and samplingOrganise and interpret findingsConsiderable effort should be expended on establishing the theoryIf researcher neglects theory more likely to:Misunderst

16、and dataMisinterpret findingsBe unable to integrate findings with previous findings by othersNothing is so practical as a good theoryMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia13Establishing Objective Theoretical FoundationsThe role theory plays in various

17、 marketing research phases is summarised as follows:Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia14Establishing Objective Theoretical FoundationsTheory plays role in basic research but requires creativity as theory may not adequately specify the real world c

18、aseTheories are incomplete:Need to identify other factors pertinent to the marketing situationStudents are directed to Example 3.1 and Fig 3.2 (pp. 81-2) for an illustration how previous research, which established the theoretical framework, provided a solid base on which to develop new ways to thin

19、k conceptually Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia15Conducting the Literature ReviewReviewing background literature importantReview is both:Active searching for topics relevant to problem at handPassive ongoing to keep up to date with current views

20、, etcStudents are directed to Example 3.3 and Fig 3.3 (pp. 83-4) for an illustration how a literature review helped shape research design/information collectedMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia16Developing Conceptual and Analytical ModelsMarket re

21、search has borrowed from scientific method which isA theory-to-proof method of discovery that involves a step-by-step, logical, organised and rigorous approach to understanding and solving problemsConceptualisation is about establishing relationships between factors (variables) in an analytical mode

22、lConstructs are intangible factors which are not readily observable in themselves but are thought to be importantMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia17Two ways to gather knowledge:Inductive approachA method that takes extensive observation then draw

23、s conclusionsDeductive approachA method that theorises from existing data and then sets out to prove the theory based on hypothesis and experimentationInduction and DeductionDeductive approach starts with the theoryInductive approach starts with the informationMalhotra, Hall, Shaw, Oppenheim: Market

24、ing Research 3e 2006 Pearson Education Australia18MODERATING VARIABLESHypothetico-Deductive MethodProvides a scientific approach to formulating a theoretical frameworkMODERATING VARIABLESAlter the manner and intensityof the relationship betweenthe independent, intervening, and dependent variablesIND

25、EPENDENT VARIABLESThe primary factors or controllable variablesINTERVENING VARIABLESIntervening theoretical constructs or consequenceswhich are part of the cause-and-effect relationshipDEPENDENT VARIABLESPrimary effects or outcomesFig 3.4Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pe

26、arson Education Australia19 Independent variablesVariables that are manipulated by the experimenter and whose effects are measured and compared Dependent variablesVariables that measure the effect of the independent variables on the test units Moderating variablesVariables that change or alter the n

27、atural influence the independent variable has on the dependent variable Intervening variablesVariable that are intermediaries generated by the independent variable and having a definable effect on the dependent variableHypothetico-Deductive MethodMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3

28、e 2006 Pearson Education Australia20 An explicit specification of a set of variables and their interrelationships designed to represent some real system or process in whole or in partVerbal Model nProvides a written representation of the relationships among variablesGraphical Model nProvides a visua

29、l picture of the relationships among variablesMathematical Model nExplicitly describes the relationships among variables, usually in equation formAnalytical Models Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia21Analytical Models Malhotra, Hall, Shaw, Oppenhe

30、im: Marketing Research 3e 2006 Pearson Education Australia22Setting the Marketing Research QuestionsMRQs are refined statements of the specific components of the problemEach component may be broken down into subcomponents or research questionsResearch questions ask what specific is requiredResearch

31、questions guided by:Problem definitionTheoretical frameworkProposed analytical modelMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia23Setting the Marketing Research QuestionsFor example: For a survey of shoppers:Do they exhibit loyalty to brands and stores?Are

32、they impulsive shoppers who make immediate purchases on credit?Are they more conscious of personal appearance than customers of competing stores?Are they price-conscious shoppers?Are they habitual window shoppers who enjoy the shopping experience?Is shopping a total experience, including shopping wi

33、th friends or eating out while shopping?Research questions can be refined to one or more hypothesesMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia24Specifying Appropriate HypothesesHypothesis:Unproven statement or proposition about a factor or phenomenonThey a

34、re more than just questionsMay be tentative statement about the relationships between factors in the theoretical framework or analytical modelIt suggests both dependent and independent variables for the research designMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Aust

35、ralia25Hypothesis:Provides guidelines for what and how data are to be collected and analysedNot to be confused with a statistical hypothesisMarketing Research ProblemResearch QuestionsHypothesesObjective/TheoreticalFrameworkAnalyticalModelMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 P

36、earson Education Australia26Setting the Scope of the ProjectInvolves looking at the broad and specific components of the projectBroad nature provides overall context any limits will begin to define the scopeSpecific components serve to limit the extent of the researchThose to be measured are derived

37、 from the purpose of the study and the environmental contextIssue may be purchase not consumption so broad context requires information from the household purchaseIssue may apply to certain geographic regions so the study would be limited to themMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e

38、 2006 Pearson Education Australia27Describing the Information RequiredInformation list should follow from defining the problem and developing the research approachA guide to this information is what characteristics should be addressed in the survey instrumentThere is no one best approach for identif

39、ying relevant characteristicsTo ensure the information addresses all components of the problem a set of dummy tables should be preparedMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia28Describing the Information RequiredDummy table:Blank catalogues dataDescribe

40、s how analysis will be structuredForces specificity of information detailAlternative is to work backwardsMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia29Alternative Approach Referred to as Backward Market ResearchDetermine how results will be implementedDecid

41、e report content & appearanceSpecify required analysisDetermine data needed for analysisCheck secondary sourcesDesign instrument & sampling plan to fill data gapsConduct fieldworkDo analysisNB: Market research is not always a sequential process there is feedback between the various stepsMalh

42、otra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia30Describing the Information RequiredEach marketing research problem is likely to require the generation of unique information invariably the following are gathered:Consumer demographic and socioeconomic characteristi

43、csPsychographic and lifestylesPersonality variablesMotivationsKnowledgePast behaviourAttitudes and opinionsIntentions Refer to Research in Practice 3.1 p. 91 for an illustration of research questions and hypothesesMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australi

44、a31Specifying the Marketing Research Objectives (MROs)MROs:Need to be clearly defined and measurableSpecify exactly what information should be obtained for decision makingResearch objectives are critical to next step formulating research designThe process of developing the MROs may refine the resear

45、ch problem and suggest new decisions are warrantedWhen properly developed good objectives make the construction of the questionnaire or group discussion topic guide relatively easierMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia32TopicThe approach to specifyi

46、ng the marketing research objectivesTasks involved in specifying the research objectivesChoosing the best approachInternational marketing researchSummary Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia33Choosing the Best ApproachOften more than one good approa

47、chNo approach perfectCreativity and ingenuity needed for an approach that will yield information for decision making:EffectivelyEfficientlyRefer to Table 3.3 p. 93 for an example of how to progress from business objectives to research objectivesMalhotra, Hall, Shaw, Oppenheim: Marketing Research 3e

48、2006 Pearson Education Australia34TopicThe approach to specifying the marketing research objectivesTasks involved in specifying the research objectivesChoosing the best approachInternational marketing researchSummary Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Austr

49、alia35International Marketing ResearchPeople have perceptions, motivations, attitudes and beliefsThere are sociocultural differencesHow do Western theories fit in less developed countries?Different attitude to “time”Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 2006 Pearson Education Australia36TopicThe approach to specifying the marketing research objectivesTasks involved