Marketing Research Essentials PDF

Help DF Deric WGU: Market Research Essentials Second Version 󰍉 Search within this courseware 󰢨 Grades 󱚌 Notebook Steven Stromp...

Help DF Deric WGU: Market Research Essentials Second Version 󰍉 Search within this courseware 󰢨 Grades 󱚌 Notebook Steven Stromp Chapter 1: The Purpose of Market Research 󰸖 Market Research Essentials Chapter 1: The Purpose of Market Introduction 󰸖 Research The act of conducting research involves using systematic approaches to gathering appropriate information to 󰧭 Introduction answer a question. The terms “marketing research” and “market research” are often used interchangeably in the 󰧭 1: Why Conduct Market Research? business research industry. Both can refer to researching all facets of a market. However, “marketing research” is 2: When Should Market Research Be most often synonymous with research activities related to advertising, promotion, and public relations. Market 󰧭 Performed? research includes providing insight and strategy for these functions but is also much broader in scope. In fact, 󰧭 3: Who Conducts Market Research? market research provides insight to support all levels of strategic decision making for a company (or even an 󰧭 4: Core Concepts of Market Research entire industry in some instances) — including but not limited to advertising, promotion, and public relations research. At the product/service level, market research helps support decision making through a product’s or 󰧭 Conclusion service’s entire life cycle. 󰧭 Glossary 󰸖 Chapter 2: De ning the Research Objective 󰸖 Chapter 3: Internal Secondary Research 󰸖 Chapter 4: External Secondary Research Video Case Study: Oswald Service and 󰸖 Repair Chapter 5: Qualitative Primary Research: 󰸖 Design and Application 󰸖 Video Case Study: Dinosaur Bar-B-Que Chapter 6: Quantitative Primary Research 󰸖 Design Figure 1.I.1 (Source: Stukent) Chapter 7: Quantitative Primary Research 󰸖 Application With these distinctions in mind, this text was purposefully titled “Market Research Essentials.” 󰸖 Video Case Study: Textile Graphix 󰸖 Chapter 8: Sampling Techniques In market research, the focus is on 󰸖 Chapter 9: Fielding Studies 1. Understanding the target market so members can be identi ed and communicated with strategically. 󰸖 Chapter 10: Descriptive Data Analysis Example areas of research: 󰸖 Chapter 11: Inferential Data Analysis 󰸖 Chapter 12: Communicating Results a. How do we retain current customers? b. How do we attract new customers? 󰸖 Cumulative Glossary c. What should be the creative focus of a new advertising campaign? 󰸖 Student Resources 2. Exploring emerging market opportunities and competitive trends with the purpose of informing new 󰸖 Courseware Information product or service development and improvements to existing products or services. Example areas of research: a. How can we grow and adapt to the existing market? b. How can we grow and adapt to emerging markets? c. How do we react to competitive forces? d. Should we enter a new product category? 3. Gathering assessments from all stakeholder groups (including customers, employees, vendors, other partners, as well as the community at large) in order to inform efforts related to improving satisfaction, brand awareness and perception, collaboration opportunities, and productivity. Example areas of research: a. Are customers satis ed? b. Are employees engaged? c. Should the company make changes to customer service procedures? d. How is our brand perceived compared to competitors? No matter the major a student has chosen or the industry a professional is a part of (be it healthcare, education, technology, sales, etc.), it is important to understand that research will be a necessary component. The decisions  to launch a new product, produce a million-dollar television commercial or regarding how to address emerging DF competitors and environmental trends each require research in order for business leaders to make sound WGU: Market decisions. Research Essentials Second Version Companies expect employees to know how to use data in decision making. In today’s business environments, Steven Stromp employees often become jacks-of-all-trades. Even when not in roles traditionally associated with research, professionals may need to know how to conduct research. Furthermore, employees in a variety of roles may nd themselves in the position of hiring a research vendor and will need to be able to recognize appropriate research methodologies and sound research techniques. 󰧭 Introduction 󰧭 1: Why Conduct Market Research? 󰧭 2: When Should Market Research Be Performed? 󰧭 3: Who Conducts Market Research? 󰧭 4: Core Concepts of Market Research 󰧭 Conclusion 󰧭 Glossary  Help DF Deric WGU: Market Research Essentials Second Version 󰍉 Search within this courseware 󰢨 Grades 󱚌 Notebook Steven Stromp Chapter 1: The Purpose of Market Research 󰸖 Market Research Essentials Chapter 1: The Purpose of Market Section 1: Why Conduct Market Research? 󰸖 Research Companies are faced with a multitude of decisions on a daily basis. 󰧭 Introduction Should the organization expand to new markets? 󰧭 1: Why Conduct Market Research? What is the next product or service that should be developed? 󰧭 2: When Should Market Research Be Performed? Should a current product or service be altered or eliminated? 󰧭 3: Who Conducts Market Research? Should the company make changes to customer service procedures? What should be the creative focus of a new advertising campaign? 󰧭 4: Core Concepts of Market Research 󰧭 Conclusion 󰧭 Glossary IT ALL STARTS WITH THE RESEARCH OBJECTIVE. De ning the research objective is a key rst step to any market research project. Chapter 2 of this courseware explores typical market research objectives and their 󰸖 Chapter 2: De ning the Research Objective more speci c underlying research questions. The objective is used to help determine an appropriate 󰸖 Chapter 3: Internal Secondary Research research methodology and plan of execution. 󰸖 Chapter 4: External Secondary Research Video Case Study: Oswald Service and 󰸖 Repair All of the above decisions carry some measure of risk. Incorporating research before making such business Chapter 5: Qualitative Primary Research: decisions is the primary way to reduce the risk. Therefore, the primary purpose of conducting market research is to 󰸖 Design and Application reduce the risk in making business decisions. 󰸖 Video Case Study: Dinosaur Bar-B-Que Chapter 6: Quantitative Primary Research Example 󰸖 Design Using Research to Reduce Risk: Sole Athletics Chapter 7: Quantitative Primary Research 󰸖 Application Sole Athletics, an athletic shoe company, is interested in developing a television commercial. Let’s look at why it is important to conduct research before producing such a campaign. 󰸖 Video Case Study: Textile Graphix 󰸖 Chapter 8: Sampling Techniques 󰸖 Chapter 9: Fielding Studies 󰸖 Chapter 10: Descriptive Data Analysis 󰸖 Chapter 11: Inferential Data Analysis 󰸖 Chapter 12: Communicating Results 󰸖 Cumulative Glossary 󰸖 Student Resources 󰸖 Courseware Information Figure 1.1.1 Determining the Level of Risk Sole Athletics has tasked its marketing department with producing a television commercial. After gathering bids from several advertising agencies, the marketing team has determined that the production of the commercial will cost roughly $1 million. Buying ad time on network, cable and online outlets will cost another $1 million. Business risk is the possibility a company will have lower than anticipated pro ts or experience a loss rather than pro t. For Sole Athletics, the advertising project has quickly become quite a risky endeavor. There is the possibility the company could spend the $2 million and not generate the sales needed to cover the cost of its investment. Sole Athletics must do all it can to ensure there will be a return on its investment. Identifying the Target Market No matter how well intended, going straight into production on a television commercial based on a concept dreamed up by corporate leaders and the company’s marketing team would be a mistake. But, these are competent professionals in their elds, so why might producing the commercial based solely on their ideas have a good chance at failing?  To begin answering this question, think of the demographic makeup of any corporate team. It is rare to nd DF corporate leaders that represent their target consumers demographically, much less how those consumers might WGU: Market view the value of a product or service—or how they might interpret a particular advertising campaign. A company’s Research Essentials target consumer/target market is the population of consumers that t the pro le of those who have a need or Second Version Steven Stromp desire for that company’s product or service. One reason to conduct research is so that the voice of the target market is included before execution. Gathering Secondary Data The marketing team at Sole Athletics begins by selecting an advertising agency that will produce the commercial. Before the agency can begin developing concepts, it needs to know what the key messages are that Sole Athletics 󰧭 Introduction would like to communicate via an advertising campaign. 󰧭 1: Why Conduct Market Research? Sole Athletics wants to convey that its product: 2: When Should Market Research Be 󰧭 Performed? Is of high quality 󰧭 3: Who Conducts Market Research? Provides superior comfort 󰧭 4: Core Concepts of Market Research Exudes attributes of health and wellness 󰧭 Conclusion 󰧭 Glossary The agency also requests the pro le of the target consumer. These data have been gathered from prior research conducted by Sole Athletics. Existing data is called secondary research. In this case, the secondary research includes demographic and psychographic data. Demographics are statistics that describe target consumers’ attributes. For Sole Athletics, target consumers demographics include: Ages 21-45 Live in metropolitan areas with a population over 100,000 Household income of $70,000 or more per year 0 percent male, 40 percent female Psychographics are attitudes and behaviors of the target consumer. For Sole Athletics, these include Active lifestyle (running, walking, sports) Travel out of home state/country at least once annually Likely to have gym membership Likely to own a hybrid car Developing Concepts The television commercial concepts developed by the advertising agency vary in tone and content, but each incorporate (a) the key messages about the product as well as use (b) the demographic and (c) psychographic information to aid the agency in developing concepts that appropriately speak to Sole Athletics’ speci c audience. The advertising agency does not produce these concepts into commercials at this point. Instead, the agency further eshes out the three most favorable concepts (chosen by the marketing team) in the form of animated storyboards. Animated storyboards are somewhat crude animations developed out of a series of still images or drawings and include an announcer voice over, music and additional dialogue that would be included in the fully-produced commercial. Animated storyboards are a cost-effective way to convey the intended look and feel of a commercial to target consumers—without having to fully produce the creative concept. Gathering Primary Data The advertising agency contracts with a research rm to gather from target consumers reactions and feedback to the animated storyboards. Such data gathering is an example of primary research, original research conducted with the intent of addressing speci c research questions or problems. GATHERING PRIMARY DATA IS REFERRED TO AS “FIELDING.” Fielding research studies includes such tasks as recruiting and conducting focus groups, crafting survey invitations, and monitoring survey response rates. Best practices in elding research studies are covered in Chapter 9. Determining Sample. The research rm also requests the secondary demographic and psychographic data on the target consumer. Of course the rm will not be able to gather feedback from all target consumers but will want to assure that the research conducted includes a representative sample of the target consumer population. In other words, those they gather opinions from should be a subset of the target consumers, re ecting their ages, geography, lifestyle behaviors, etc. If not, the research results would not describe the target market (and would essentially be useless).  Focus Groups. The research rm suggests rst conducting a series of focus groups. A focus group is a guided DF discussion with a small group of participants for the purpose of gathering feedback, opinions and brainstorming. WGU: Market The information derived from a focus group session is considered qualitative. Qualitative data includes thoughts, Research Essentials opinions, ideas that cannot readily be counted. The output is generally text-based or visual. Qualitative Second Version Steven Stromp methodologies typically do not include a large enough sample to attribute the results onto an entire target market. However, the advantage is in the richness and detail of the information gathered. In Sole Athletics’ case, focus groups are used to further re ne the animated storyboards and be sure they resonate with members of the target market. Once the storyboards are tweaked based on the focus group feedback, the research rm launches an online survey 󰧭 Introduction wherein the animated storyboards are embedded as video clips. Running through a battery of questions, 󰧭 1: Why Conduct Market Research? respondents (those who participate in a survey) are asked for their rst impressions as well as their opinions on a variety of factors regarding the commercial concepts. 󰧭 2: When Should Market Research Be Performed? 󰧭 3: Who Conducts Market Research? Online Survey. While the focus groups help re ne the storyboards with brainstorming and detailed feedback, the 󰧭 4: Core Concepts of Market Research survey allows for gathering more robust data that can be quanti ed. Thus, the type of data typically gathered in surveys is quantitative data. Quantitative data is expressed numerically, such as percentages and mean scores 󰧭 Conclusion (3. on a 5-point likeability scale, for example). 󰧭 Glossary If the amount of data gathered is robust enough and proper sampling techniques are employed to assure a representative sample of the target population, then quantitative results can be used to describe the opinions of the target market overall. For instance, if a concept is favored using sound quantitative techniques, there is a stronger likelihood the target market as a whole would also favor this concept. To guide researchers, there are sampling standards that help determine the acceptable number of respondents required for a survey. Formulas are used to help determine how con dent researchers can be that survey results describe the target population. WHAT IS A “GOOD” SAMPLE SIZE? First and foremost, a sample should be representative of the target market. Formulas are used to help determine the proper sample size for a research study. Once size is determined, various sampling techniques are deployed to help guide the selection of potential respondents. Chapter covers these methods. Analyzing Data Following are the research results of the survey taken by a sample of Sole Athletics’ target consumers reacting to three animated storyboard concepts. Using this data, Sole Athletics learns that Concept B, “Road Ahead,” is the “winner” since it was rated the most positively in the majority of categories. However, the marketing team has decided to ask the advertising agency to tweak the winning concept to help bolster the “focused on quality” score. A second series of animated storyboards will be produced based on the results. More testing will follow until the executives at Sole Athletics are con dent the nal commercial will not only clearly convey key messaging but will also resonate with core potential consumers. THERE ARE TWO LEVELS OF DATA ANALYSIS. Analyzing data can be placed on two levels: (1) descriptive data analysis and (2) inferential data analysis. Descriptive analysis (covered in Chapter 10) summarizes basic characteristics — often by calculating percentages and averages. Inferential analysis (Chapter 11) uses statistical techniques to make predictions and “inferences” about the target population as a whole based on a sample of data.  DF WGU: Market Research Essentials Second Version Steven Stromp 󰧭 Introduction 󰧭 1: Why Conduct Market Research? 󰧭 2: When Should Market Research Be Performed? 󰧭 3: Who Conducts Market Research? 󰧭 4: Core Concepts of Market Research 󰧭 Conclusion 󰧭 Glossary Figure 1.1.2 TAKEAWAY Even if Concept B were produced after just one round of testing, Sole Athletics has taken a major step in reducing its risk in developing the commercial. Such research may cost between $20,000 and $50,000 to conduct— depending on the complexity, how many rounds of research are conducted, and the sampling techniques employed. Yet in the case of a $2 million dollar advertising project, these costs could be easily justi ed. Without conducting research, the corporation would have no way of knowing if the message would be appealing to potential consumers. Without appropriate feedback, such a commercial may not impact sales as much as Sole Athletics had hoped. If the messaging is not rst vetted by a representation of target consumers, the company could, in a worse case, suffer a damaged reputation resulting in losses of sales. ________________________________________________________________________ A GOOD RESEARCHER MUST ALSO BE A STRONG COMMUNICATOR. The best designed, deployed, and analyzed study may not achieve its full impact potential if it is not well understood by its users. Tailoring research reports to meet end user needs, understanding proper reporting components for various types of studies, and developing appropriate data visualizations are key. Best practices in communicating research results are covered in Chapter 12.  Help DF Deric WGU: Market Research Essentials Second Version 󰍉 Search within this courseware 󰢨 Grades 󱚌 Notebook Steven Stromp Chapter 1: The Purpose of Market Research 󰸖 Market Research Essentials Chapter 1: The Purpose of Market Section 2: When Should Market Research Be Performed? 󰸖 Research Conducting effective market research requires expertise from a trained researcher. Yet, at a minimum, it also 󰧭 Introduction requires dedicated time to the involved tasks. Also, conducting research typically requires at least some budget 󰧭 1: Why Conduct Market Research? allocation beyond human resources. Determining whether or not to engage in research practices depends on the 󰧭 2: When Should Market Research Be Performed? 1. Level of risk associated with the research-based decision 󰧭 3: Who Conducts Market Research? 2. Cost of the data collection method 3. Type of data required to best address the research-based decision 󰧭 4: Core Concepts of Market Research 4. A deadline of when the research-based decision is needed 󰧭 Conclusion 󰧭 Glossary Examining the type of data required for decision-making along with the timeline and level of risk the research question holds can be a helpful exercise in determining if a research project should be launched. 󰸖 Chapter 2: De ning the Research Objective 󰸖 Chapter 3: Internal Secondary Research GOOD TO KNOW! “Data” is the plural of “datum.” Datum is a single piece of information while data are multiple pieces of datum collected 󰸖 Chapter 4: External Secondary Research together. Therefore, it is correct to state, “using these data, we conclude that…” rather than stating “using this data, we conclude that…” Video Case Study: Oswald Service and 󰸖 Repair Chapter 5: Qualitative Primary Research: Level of Risk 󰸖 Design and Application In general, if the decision is high stakes, research should be included as part of the decision-making process. Risky 󰸖 Video Case Study: Dinosaur Bar-B-Que decisions, like the two million dollar advertising investment in the Sole Athletics example in Section 1, almost Chapter 6: Quantitative Primary Research always warrants some form of research. Of course, the research budget should not exceed the projected bene t or 󰸖 Design cost of the outcome. The research cost in the Sole Athletics example was $20,000 to $50,000. This price tag would Chapter 7: Quantitative Primary Research 󰸖 Application be justi ed due to the high investment. 󰸖 Video Case Study: Textile Graphix Conversely, if the cost of the research effort exceeds the estimated bene t of the decision, research is most likely 󰸖 Chapter 8: Sampling Techniques not warranted. For example, the decision to place a $500 advertisement in a regional magazine for the opening of a retail store carries relatively low risk. Unless existing research on past performance of such advertisements is 󰸖 Chapter 9: Fielding Studies readily available, most marketing managers would likely take the risk and place the advertisement without 󰸖 Chapter 10: Descriptive Data Analysis conducting research. 󰸖 Chapter 11: Inferential Data Analysis 󰸖 Chapter 12: Communicating Results 󰸖 Cumulative Glossary 󰸖 Student Resources 󰸖 Courseware Information Figure 1.2.1 Source: Mikael Blomkvist via Pexels) Secondary Research Cost and Timing Collecting and interpreting secondary research (typically via existing databases or web searches) is often cheap or even free. In most cases, secondary data is relatively quick to obtain. Because other researchers have already interpreted the information, it is also relatively easy to analyze and conclusions are relatively easy to make. For business decisions requiring a quick turnaround that can be answered with existing research, secondary data is a viable option. Secondary research, however, will not be adequate for research questions that require reactions to or attitudes about a company’s more recent or upcoming product concepts, services, or operational adjustments. Primary Research Cost and Timing  Conducting primary research (original research) is generally more costly and time intensive than conducting DF secondary research (existing research). Since the research will be conducted from start to nish by the researcher WGU: Market or research team, primary research requires higher levels of involvement as well as expertise on executing Research Essentials research methodologies. Second Version Steven Stromp A lot of students (and professionals alike) wonder why it would cost anything to launch a survey (one primary research tool) when there are free survey software tools available. However, reaching the correct target market to sample from is often a costly endeavor in and of itself, requiring a multitude of procedures. In terms of timing, there is the time it will take to develop the survey, collect the data ( elding), as well as the time it will take to process, analyze, and report the data. Hastily conducted primary research may result in leading decision-makers in 󰧭 Introduction the wrong direction. 󰧭 1: Why Conduct Market Research? For business decisions wherein the research question is speci c to attitudes and opinions about the company’s 2: When Should Market Research Be 󰧭 Performed? operations, products, or services and adequate time has been budgeted for the purpose of collecting and 󰧭 3: Who Conducts Market Research? analyzing the data, primary research is a viable option. 󰧭 4: Core Concepts of Market Research 󰧭 Conclusion 󰧭 Glossary Table 1.2.1 (Source: Stukent) An important caveat is that although primary research often comes with associated costs, it does not always have to be expensive. There are ways of conducting market research on the cheap. For example, research vendors such as Cloud Research and Proli c offer reasonable fees to access their research panels (a panel is created when potential respondents sign up to take part in impromptu studies). On the other hand, the risk in using such services is always whether or not the sample is representative enough of the target market.  Help DF Deric WGU: Market Research Essentials Second Version 󰍉 Search within this courseware 󰢨 Grades 󱚌 Notebook Steven Stromp Chapter 1: The Purpose of Market Research 󰸖 Market Research Essentials Chapter 1: The Purpose of Market Section 3: Who Conducts Market Research? 󰸖 Research There is no set way market research activities are accomplished. Those responsible for carrying out research 󰧭 Introduction activities range from (1) on-staff research experts to (2) a mix of on-staff and external resources to (3) an external 󰧭 1: Why Conduct Market Research? research rm completing all phases. 󰧭 2: When Should Market Research Be Performed? In-House Research 󰧭 3: Who Conducts Market Research? Larger companies typically have their own market research departments. Such departments may consist of a 󰧭 4: Core Concepts of Market Research research manager along with analysts and support staff. The teams may be segregated by specialty, such as 󰧭 Conclusion primary and secondary research. The teams may also be segregated by the type of internal area served, such as 󰧭 Glossary department or product line. Depending on the size of the market research department, some tasks, such as data collection, may be farmed out to research vendors. In smaller companies, individuals may be tasked with the 󰸖 Chapter 2: De ning the Research Objective market research function. These individuals may conduct research themselves or farm out a large portion to a 󰸖 Chapter 3: Internal Secondary Research consultancy. 󰸖 Chapter 4: External Secondary Research External Research Consultancies Video Case Study: Oswald Service and 󰸖 Repair Research consultancies operate in much the same way as internal market research departments. Staff are often Chapter 5: Qualitative Primary Research: organized by industry. Because of the volume of studies, consultancies often carry a wider breadth of expertise 󰸖 Design and Application among various industries. Research rms are often able to provide services that individual companies cannot 󰸖 Video Case Study: Dinosaur Bar-B-Que afford, such as: Chapter 6: Quantitative Primary Research 󰸖 Design Data analysis and statistical expertise, Chapter 7: Quantitative Primary Research Focus group moderators, 󰸖 Application Focus group facilities, 󰸖 Video Case Study: Textile Graphix Open-ended coding services (categorizing survey comments), and Fielding services (such as online surveys requiring lists of potential consumers, telephone interviewing, focus 󰸖 Chapter 8: Sampling Techniques group recruiting, in-person product testing, door-to-door surveying). 󰸖 Chapter 9: Fielding Studies 󰸖 Chapter 10: Descriptive Data Analysis According to Statista, the top 10 market research rms based on revenue are as follows: 󰸖 Chapter 11: Inferential Data Analysis Firm 2022 Revenue (in billions $) 󰸖 Chapter 12: Communicating Results 󰸖 Cumulative Glossary Gartner 5.4 󰸖 Student Resources IQVIA 5.43 SalesForce 4.52 󰸖 Courseware Information Adobe Systems 4.42 Nielsen 3.55 Kantar 2.72 Ipsos 2.53 Circana (IRI+NPD) 2.21 CoStar Group 2.1 S&P Global (IHS Markit) 1.97  DF WGU: Market Research Essentials Second Version Steven Stromp 󰧭 Introduction 󰧭 1: Why Conduct Market Research? 󰧭 2: When Should Market Research Be Performed? 󰧭 3: Who Conducts Market Research? Figure 1.3.1 󰧭 4: Core Concepts of Market Research 󰧭 Conclusion In-House versus Research Consultancy 󰧭 Glossary Utilizing an in-house researcher or a research team will be cheaper than hiring an outside agency if the organization has a su cient amount of research to conduct. Another possible bene t of an in-house approach is a clearer idea of the research objective being explored. In-house staff will be more familiar with an organization’s products and market. This can lead to more appropriate data collection tools as well as more appropriate strategic recommendations. Although costs may be higher when working with an external researcher, there are advantages. Researchers with an external organization can remain objective and unbiased since they will not have a stake in the outcome. They may also have added knowledge and expertise in the latest methodologies and industry developments. An external rm may also have access to comparative data, which can help a company benchmark against competitors. A nal advantage is not having to pull existing staff from current duties to perform a research study. This is especially advantageous if the company has a relatively small staff or if the staff has little research expertise. Market Research Analysts and Marketing Managers A common title used for market research professionals is the market research analyst. According to O*NET, a division of the U.S. Department of Labor, market research analysts “research market conditions in local, regional, or national areas, or gather information to determine potential sales of a product or service, or create a marketing campaign. [They] may gather information on competitors, prices, sales, and methods of marketing and distribution. A sample of common job titles include, “Business Development Specialist, Client Service and Consulting Manager, Communications Specialist, Demographic Analyst, Market Analyst, Market Research Analyst, Market Research Consultant, Market Research Specialist, Market Researcher, Marketing Research Coordinator.” Visit the market research analysts O*NET summary report to learn more. Since marketing and research go hand-in-hand, the Department of Labor classi es many of the research manager functions along with marketing manager functions. With this in mind, the marketing manager occupational description is as follows. Portions related more closely with market research are italicized. “Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a rm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the rm's pro ts or share of the market while ensuring the rm's customers are satis ed. Oversee product development or monitor trends that indicate the need for new products and services.” A sample of common job titles include, “Account Supervisor, Brand Manager, Business Development Director, Business Development Manager, Commercial Lines Manager, Market Development Executive, Marketing Coordinator, Marketing Director, Marketing Manager, Product Manager.” Visit the marketing managers O*NET summary report to learn more. Other more specialized market research position descriptions are provided in further chapters, including business intelligence analyst, survey researcher and statistician.  Help DF Deric WGU: Market Research Essentials Second Version 󰍉 Search within this courseware 󰢨 Grades 󱚌 Notebook Steven Stromp Chapter 1: The Purpose of Market Research 󰸖 Market Research Essentials Chapter 1: The Purpose of Market Section 4: Core Concepts of Market Research 󰸖 Research Before heading on to Chapter 2, let’s review some of the core concepts of market research introduced in this 󰧭 Introduction chapter. These concepts are used throughout this text and are integral in understanding how market research is 󰧭 1: Why Conduct Market Research? performed. 󰧭 2: When Should Market Research Be Performed? Secondary Research 󰧭 3: Who Conducts Market Research? Despite its name, secondary research is usually conducted rst. Performing secondary research involves gathering 󰧭 4: Core Concepts of Market Research information that currently exists through Google searches, databases, etc. Advantages include that it’s readily 󰧭 Conclusion available and usually cheap. Disadvantages include that it won’t always t the speci c research question. 󰧭 Glossary Furthermore, data could be outdated. 󰸖 Chapter 2: De ning the Research Objective Primary Research 󰸖 Chapter 3: Internal Secondary Research Primary research is typically conducted after secondary research, in order to collect information that could not be 󰸖 Chapter 4: External Secondary Research gleaned. Primary research is original research. The most common form of primary research is surveys. Video Case Study: Oswald Service and Advantages include that primary research can be tailored to answer a speci c research question and focused on 󰸖 Repair an appropriate target market. Disadvantages include that it can take more time to collect and that there are often Chapter 5: Qualitative Primary Research: higher costs involved. 󰸖 Design and Application 󰸖 Video Case Study: Dinosaur Bar-B-Que Chapter 6: Quantitative Primary Research 󰸖 Design Chapter 7: Quantitative Primary Research 󰸖 Application 󰸖 Video Case Study: Textile Graphix 󰸖 Chapter 8: Sampling Techniques Figure 1.4.1 (Source: Shutterstock) 󰸖 Chapter 9: Fielding Studies 󰸖 Chapter 10: Descriptive Data Analysis Quantitative Research 󰸖 Chapter 11: Inferential Data Analysis Quantitative research is research in which results are measurable and can be counted. Quantitative research 󰸖 Chapter 12: Communicating Results methodologies strive for a large enough sample size so that results can be projected upon a larger population. 󰸖 Cumulative Glossary Statistics are used to interpret and analyze these data. 󰸖 Student Resources Qualitative Research 󰸖 Courseware Information Qualitative research is research in which thoughts, opinions, and observations that cannot be expressed in numbers are collected. Qualitative research is used for exploratory research and idea generation. It’s often used to give meaning behind quantitative results. Qualitative results cannot be projected upon a larger population. Figure 1.4.2 (Source: Shutterstock) It is important to note that secondary data can be either quantitative or qualitative. Likewise, primary data can be either quantitative or qualitative. 1.4.3 (Source: Stukent) Concept Meaning Primary research Research that is original  Secondary research Research that is pre-existing DF Quantitative research Output data that are measurable WGU: Market Qualitative research Output data that provides meaning and context; are not measurable Research Essentials Second Version Steven Stromp While these four concepts form the basis of market research, more nuanced research can be found within each. For example, the following concepts are explored further in this courseware: Internal Secondary Research Chapter 3 of this courseware focuses on internal secondary research. Internal secondary research, also known as 󰧭 Introduction desk research, involves gathering and analyzing existing information that has been previously collected by the 󰧭 1: Why Conduct Market Research? same organization. This information can come from a variety of sources, such as reports, studies, publications, company databases, and company records (such as sales and customer databases). Internal secondary research 󰧭 2: When Should Market Research Be Performed? can be a cost-effective and time-saving way to gather information, as it leverages existing resources within the 󰧭 3: Who Conducts Market Research? organization. However, it's important to critically evaluate the quality, relevance, and reliability of the data, as well 󰧭 4: Core Concepts of Market Research as consider any potential biases that may be present in the original sources. 󰧭 Conclusion 󰧭 Glossary External Secondary Research External Secondary Research is the focus of Chapter 4. Also known as market intelligence, external secondary research involves gathering information from sources outside of the organization, such as published reports, articles, books, and other publicly available data. External secondary research is useful in identifying competitors, calculating which competitors own which percentage of a market (known as market share), and gathering intelligence on consumer and industry trends. Qualitative Primary Research If qualitative research focuses on research of non-numerical, in-depth insights about a particular topic and primary research is original research, then qualitative primary research is original research that collects non-numerical in- depth insights. Speci c methods explored in this courseware (Chapter 5) include: Focus groups Interviews Ethnographic market research (studying consumer behavior) User experience and user interface research (known as UX/UI) Mystery shopping Quantitative Primary Research If quantitative research focuses on obtaining numerical data and analyzing it using statistical methods and primary research is original research, then quantitative primary research is original research focusing on analyzing numerical data. Surveys are the most common form of quantitative primary research since they are ubiquitous thanks to the use of online and mobile survey software. Surveys are usually considered quantitative primary research because they are developed to address a speci c research objective and typically strive for large enough sample sizes so that the results can be projected to the target market at large. Chapter focuses on the best practices in developing surveys. Chapter 7 of the courseware explores common types of quantitative primary market research, including: New product development studies Brand and community perception studies Advertising research Customer satisfaction Research on these topics typically involves a survey component, but also may make use of additional methods, such as: Experiments (testing the impact of an intervention) A/B testing (common experiments used in digital advertising research) Central location and home-use testing (used in hands-on product research)  Help DF Deric WGU: Market Research Essentials Second Version 󰍉 Search within this courseware 󰢨 Grades 󱚌 Notebook Steven Stromp Chapter 1: The Purpose of Market Research 󰸖 Market Research Essentials Chapter 1: The Purpose of Market Conclusion 󰸖 Research The purpose of conducting market research is to reduce risks in making business decisions. The higher risk the 󰧭 Introduction outcome of a business decision holds, the more necessary research is to help guide the decision. Applying the 󰧭 1: Why Conduct Market Research? correct methodology to examine the market of interest, be it internal or external stakeholders, is crucial. Secondary research (existing research) is a good place to start gathering data on a problem. Oftentimes, primary research 󰧭 2: When Should Market Research Be Performed? (original research) is used to help answer research questions secondary research was unable to address. When 󰧭 3: Who Conducts Market Research? conducting primary research, it is important to be sure feedback is gathered from a representative sample of the 󰧭 4: Core Concepts of Market Research target market. 󰧭 Conclusion Research activities may be carried out by an individual, an in-house research team, or an external consultancy. The 󰧭 Glossary decision on who carries out the research is dependent on the structure and resources of the company needing to address the research objective. 󰸖 Chapter 2: De ning the Research Objective 󰸖 Chapter 3: Internal Secondary Research 󰸖 Chapter 4: External Secondary Research Video Case Study: Oswald Service and 󰸖 Repair Chapter 5: Qualitative Primary Research: 󰸖 Design and Application 󰸖 Video Case Study: Dinosaur Bar-B-Que Chapter 6: Quantitative Primary Research 󰸖 Design Chapter 7: Quantitative Primary Research 󰸖 Application 󰸖 Video Case Study: Textile Graphix 󰸖 Chapter 8: Sampling Techniques 󰸖 Chapter 9: Fielding Studies 󰸖 Chapter 10: Descriptive Data Analysis 󰸖 Chapter 11: Inferential Data Analysis 󰸖 Chapter 12: Communicating Results 󰸖 Cumulative Glossary 󰸖 Student Resources 󰸖 Courseware Information Previous - Chapter Previous Next Next - Chapter Reading Assist  DF WGU: Market Research Essentials Second Version Steven Stromp 󰧭 Introduction 󰧭 1: Why Conduct Market Research? 󰧭 2: When Should Market Research Be Performed? 󰧭 3: Who Conducts Market Research? 󰧭 4: Core Concepts of Market Research 󰧭 Conclusion 󰧭 Glossary  Help DF Deric WGU: Market Research Essentials Second Version 󰍉 Search within this courseware 󰢨 Grades 󱚌 Notebook Steven Stromp Chapter 2: De ning the Research Objective 󰸖 Market Research Essentials Chapter 1: The Purpose of Market Introduction 󰸖 Research Often a client requiring research approaches the researcher with a request for a particular methodology (research Chapter 2: De ning the Research 󰸖 Objective tool) rather than providing a research objective or speci c research questions. 󰧭 Introduction For instance, a researcher is often approached with: “We need a survey,” or “We need a focus group.” A savvy 󰧭 1: Objectives and Research Questions researcher should not dive into such a request and begin executing the suggested methodology. Rather, a researcher should work with the client to clearly de ne the research objective. Only when both parties understand 󰧭 2: Types of Research the purpose of the research and what the user hopes to gain can an appropriate methodology be selected. 3: Determining the Research 󰧭 Methodology 󰧭 4: The Research Plan This chapter provides an overview of how to de ne a research objective that will lead to proper research methodologies. This chapter also covers how to develop research plans, which detail the scope, methodology, data 󰧭 Conclusion collection, and analysis procedures prior to research being performed. 󰧭 Glossary 󰸖 Chapter 3: Internal Secondary Research 󰸖 Chapter 4: External Secondary Research Video Case Study: Oswald Service and 󰸖 Repair Chapter 5: Qualitative Primary Research: 󰸖 Design and Application 󰸖 Video Case Study: Dinosaur Bar-B-Que Chapter 6: Quantitative Primary Research 󰸖 Design Chapter 7: Quantitative Primary Research 󰸖 Application 󰸖 Video Case Study: Textile Graphix 󰸖 Chapter 8: Sampling Techniques 󰸖 Chapter 9: Fielding Studies 󰸖 Chapter 10: Descriptive Data Analysis 󰸖 Chapter 11: Inferential Data Analysis 󰸖 Chapter 12: Communicating Results 󰸖 Cumulative Glossary 󰸖 Student Resources 󰸖 Courseware Information Previous - Chapter Previous Next Next - Chapter Reading Assist  Help DF Deric WGU: Market Research Essentials Second Version 󰍉 Search within this courseware 󰢨 Grades 󱚌 Notebook Steven Stromp Chapter 2: De ning the Research Objective 󰸖 Market Research Essentials Chapter 1: The Purpose of Market Section 1: Objectives and Research Questions 󰸖 Research The Research Objective Chapter 2: De ning the Research 󰸖 Objective When researchers are given requests that begin with suggesting a methodology, such as, “We need a survey,” the best response is, “What question are you trying to answer?” Most market research projects tend to have one to two 󰧭 Introduction overarching research questions that the client is attempting to answer before making a strategic decision. These 󰧭 1: Objectives and Research Questions overarching questions comprise the research objective. 󰧭 2: Types of Research The research objective is a broad question or statement that declares the purpose of conducting the research. 󰧭 3: Determining the Research Methodology Without the research objective, the researcher cannot begin to develop an appropriate methodology. 󰧭 4: The Research Plan 󰧭 Conclusion The Research Questions Related to the research objective are additional research questions that help esh out the overarching research 󰧭 Glossary objective. These questions are more detailed and tactical in nature. They are the questions that need to be 󰸖 Chapter 3: Internal Secondary Research answered to fully address the research objective. 󰸖 Chapter 4: External Secondary Research Example Research Objectives and Questions Video Case Study: Oswald Service and 󰸖 Repair Let’s take a look at a few examples of how the research objective and corresponding research questions can work together. Chapter 5: Qualitative Primary Research: 󰸖 Design and Application ____________________________________ 󰸖 Video Case Study: Dinosaur Bar-B-Que Chapter 6: Quantitative Primary Research Example 1 󰸖 Design Company: Sole Athletics Chapter 7: Quantitative Primary Research 󰸖 Application Research Objective: To determine the general awareness and reputation of Sole Athletics, Inc. 󰸖 Video Case Study: Textile Graphix 󰸖 Chapter 8: Sampling Techniques Questions: 󰸖 Chapter 9: Fielding Studies 1. What is Sole Athletics aided and unaided brand recall in the marketplace? How do these compare to 󰸖 Chapter 10: Descriptive Data Analysis competitor brands? 󰸖 Chapter 11: Inferential Data Analysis 2. What speci c attributes describe Sole Athletics in the marketplace? How does this compare to competitor brands? 󰸖 Chapter 12: Communicating Results 3. How does the current brand message of superior comfort and health and wellness resonate with target 󰸖 Cumulative Glossary consumers? 󰸖 Student Resources 4. How has Sole Athletics’ reputation changed over the past three years? 󰸖 Courseware Information ________________________________________________________________________ ____________________________________ Example 2 Company: Pawnee, Indiana Parks & Recreation, Dept. Research Objective: To determine how to best redesign the Chippewa Hills Park playground. Questions: 1. Which playground activities are currently most popular? How does popularity vary by age and gender? 2. Which current playground activities are least popular? 3. What problems do visitors currently encounter when using the playground? 4. What new playground equipment is most desired? ________________________________________________________________________ ____________________________________ Example 3 Company: Amazon  Research Objective: To determine the viability of developing an Amazon-branded laptop. DF WGU: Market Questions: Research Essentials Second Version 1. What is the ideal niche in the laptop market that Amazon could exploit that also ts with its image? Steven Stromp 2. What are the optimal standard features that would appeal to the laptop market? 3. What are features that would differentiate a new laptop offering in the marketplace? 4. What are optimum price points that would be accepted by the ideal niche market? ________________________________________________________________________ The research objective and corresponding research questions become the basis for guiding the market research 󰧭 Introduction project. Determining both of these components will help guide the researcher in determining and developing the proper research tools (or methods). 󰧭 1: Objectives and Research Questions 󰧭 2: Types of Research 󰧭 3: Determining the Research Methodology 󰧭 4: The Research Plan 󰧭 Conclusion 󰧭 Glossary  Help DF Deric WGU: Market Research Essentials Second Version 󰍉 Search within this courseware 󰢨 Grades 󱚌 Notebook Steven Stromp Chapter 2: De ning the Research Objective 󰸖 Market Research Essentials Chapter 1: The Purpose of Market Section 2: Types of Research 󰸖 Research Before determining speci c research methods, it’s important to understand the three types of research and how Chapter 2: De ning the Research 󰸖 Objective they may correspond to the research objective. 󰧭 Introduction The three types of research are 󰧭 1: Objectives and Research Questions (1) exploratory 󰧭 2: Types of Research 󰧭 3: Determining the Research Methodology (2) descriptive 󰧭 4: The Research Plan (3) causal 󰧭 Conclusion 󰧭 Glossary Exploratory Research Exploratory research is a type of research conducted to clarify a question that in the present leads to ambiguous 󰸖 Chapter 3: Internal Secondary Research answers. Exploratory research is used to discover new ideas or to brainstorm solutions. In market research, 󰸖 Chapter 4: External Secondary Research exploratory research is often used in new product or service development when testing concepts or generating Video Case Study: Oswald Service and ideas. 󰸖 Repair Chapter 5: Qualitative Primary Research: Below are examples of research objectives that are likely to lead to exploratory research. 󰸖 Design and Application 󰸖 Video Case Study: Dinosaur Bar-B-Que ____________________________________ Chapter 6: Quantitative Primary Research 󰸖 Design Example 1 Chapter 7: Quantitative Primary Research Company: Dyson 󰸖 Application 󰸖 Video Case Study: Textile Graphix Research Objective: To determine the possible household chores a domestic robot concept should perform 󰸖 Chapter 8: Sampling Techniques ________________________________________________________________________ 󰸖 Chapter 9: Fielding Studies ____________________________________ 󰸖 Chapter 10: Descriptive Data Analysis 󰸖 Chapter 11: Inferential Data Analysis Example 2 󰸖 Chapter 12: Communicating Results Company: Robin Health System 󰸖 Cumulative Glossary Research Objective: To determine the problems with scheduling appointments with the health system’s 󰸖 Student Resources pediatricians 󰸖 Courseware Information ________________________________________________________________________ In the Dyson example, the company has yet to develop a concept. Therefore, research at this stage would need to explore features to be included in a concept that could then be further tested. In the Robin Health System example, managers have been informed by patient satisfaction results that parents are unhappy with scheduling appointments with pediatricians. The associated research is considered exploratory because it will examine possible problems and solutions. Descriptive Research Descriptive research describes demographic characteristics, psychographic behaviors, as well as opinions held by a market, including consumers and other stakeholders. Descriptive research is also used to help describe phenomena taking place in the marketplace itself, such as competitor behaviors and market trends. Descriptive research helps answer questions related to who, what, where, why, and how. Below are examples of research objectives that are likely to lead to descriptive research. ____________________________________ Example 1 Company: Vanderbilt University  Research Objective: To determine how satis ed students are with the various aspects of the university experience DF WGU: Market ________________________________________________________________________ Research Essentials Second Version ____________________________________ Steven Stromp Example 2 Company: Coca-Cola Research Objective: To determine the various segments of Coca-Cola consumers ________________________________________________________________________ 󰧭 Introduction The Vanderbilt University example can be considered descriptive because results will help describe the market; in 󰧭 1: Objectives and Research Questions this case, the satisfaction among students. In the Coca-Cola example, determining market segments is a classic 󰧭 2: Types of Research descriptive task. Market segments help describe various groups of consumers so that a company can develop 󰧭 3: Determining the Research Methodology products and modes of communication that cater to their needs and preferences. 󰧭 4: The Research Plan Causal Research 󰧭 Conclusion Causal research aims to determine if changes in one variable impacts changes in another variable (or other set of 󰧭 Glossary variables). A variable is anything that has a quantity that varies. Survey ratings and sales gures can be considered variables, for example. An independent variable is a variable that can be tested to see if it causes an effect on other variables. The variables that the independent variable may impact are called dependent variables. Causal studies are often carried out by conducting an experiment to prove causality. Below are examples of research objectives that are likely to lead to causal research. ____________________________________ Example 1 Company: Robin Health System Research Objective: To determine what factors contribute most to the low satisfaction of the hospital's meals ________________________________________________________________________ ____________________________________ Example 2 Company: Stuccos Car Dealership Research Objective: To determine if the time spent with customers impacts vehicle sales ________________________________________________________________________ The Robin Health System study will be carried about by conducting an experiment to test the relationships between various factors and how they impact meal satisfaction. Such an experiment could be set up by testing several independent variables (such as new heated trays, alternative seasonings, new menu options, etc.) and seeing how these interventions impact meal satisfaction scores (dependent variable). In the Stuccos Car Dealership example, the researchers will be testing to see if the independent variable (time spent with customers) causes a change in the dependent variable (vehicle sales).  Help DF Deric WGU: Market Research Essentials Second Version 󰍉 Search within this courseware 󰢨 Grades 󱚌 Notebook Steven Stromp Chapter 2: De ning the Research Objective 󰸖 Market Research Essentials Chapter 1: The Purpose of Market Section 3: Determining the Research Methodology 󰸖 Research Research methodologies are tools researchers can use to help address a research question. Researchers have Chapter 2: De ning the Research 󰸖 Objective this toolbox of methodologies at their disposal when approaching a study. As discussed in Chapter 1, (1) the level of risk associated with the research decision, (2) cost of the research and (3) how soon the research is needed 󰧭 Introduction before a strategic decision is made are all factors that impact a methodological choice—or if research is 󰧭 1: Objectives and Research Questions conducted at all. 󰧭 2: Types of Research Therefore, there is no de nitive research tool that can be mapped squarely to each type of research objective. 3: Determining the Research 󰧭 Methodology However, clearly identifying the client’s objective, determining the speci c research questions that need to be 󰧭 4: The Research Plan answered, and identifying the type of research that best ts (exploratory, descriptive, causal) is a good start at 󰧭 Conclusion narrowing down the possible options. 󰧭 Glossary Research Methodology Options 󰸖 Chapter 3: Internal Secondary Research Let’s examine the most common market research methods used. Each methodology listed includes whether it can be considered primary (original research) or secondary (existing research) as well as whether or not it produces 󰸖 Chapter 4: External Secondary Research predominantly qualitative results (thoughts, observations) or quantitative results (data that is measurable). Several Video Case Study: Oswald Service and 󰸖 Repair of these methods will be explored in more detail throughout the text. Chapter 5: Qualitative Primary Research: SECONDARY RESEARCH 󰸖 Design and Application Primary or Secondary method: Secondary 󰸖 Video Case Study: Dinosaur Bar-B-Que Chapter 6: Quantitative Primary Research Qualitative or Quantitative method: Either 󰸖 Design Chapter 7: Quantitative Primary Research 󰸖 Application Description: Secondary research involves gathering existing data from past research studies, articles, databases, sales gures, etc. to potentially address other research objectives. Collected data can be data sources internal to a 󰸖 Video Case Study: Textile Graphix company or external. 󰸖 Chapter 8: Sampling Techniques Used for: Monitoring competitor and market trends, benchmarking against past internal performance, as well as 󰸖 Chapter 9: Fielding Studies benchmarking against competitor performance. 󰸖 Chapter 10: Descriptive Data Analysis 󰸖 Chapter 11: Inferential Data Analysis Considerations: The use of secondary research can oftentimes help researchers avoid conducting more time consuming and expensive primary research. However, the data available may not address the research objective 󰸖 Chapter 12: Communicating Results closely enough or may be too out-of-date to be of use. 󰸖 Cumulative Glossary 󰸖 Student Resources 󰸖 Courseware Information Figure 2.3.1 (Source: CDN vid Pixabay) ____________________________________ Example Appropriate Research Objective for Secondary Research Company: Dr Pepper Snapple Group Research Objective: To determine whether or not to enter the avored sparkling water market Respondent Type: N/A  Type of Research: Descriptive DF WGU: Market ________________________________________________________________________ Research Essentials Second Version Primary Research Steven Stromp Focus Groups Primary or Secondary method: Primary Qualitative or Quantitative: Qualitative Description: A group discussion among target consumers or other stakeholders about a product, service, or other topic; the synergy of group participants is used to create dialog around a topic 󰧭 Introduction Used for: New product development, brainstorming solutions, and gauging new ideas 󰧭 1: Objectives and Research Questions 󰧭 2: Types of Research Considerations: Recruiting for focus groups, conducting the sessions, and analyzing the qualitative results takes 󰧭 3: Determining the Research time. Identifying and recruiting appropriate participants can be expensive. They are best avoided if quick Methodology turnaround is required. Focus groups are increasingly taking place virtually; the pros and cons of this choice are 󰧭 4: The Research Plan discussed in Chapter 5. 󰧭 Conclusion 󰧭 Glossary Figure 2.3.2 (Source: Christina Morillo via Pexels) ____________________________________ Example Appropriate Research Objective for Focus Groups Company: Us Weekly Research Objective: To determine how to improve the layout of the Celebrity Fashion section in both print and online versions of the magazine Participant Type: Consumer Type of Research: Exploratory ________________________________________________________________________ Interviews Primary or Secondary method: Primary Qualitative or Quantitative: Qualitative Description: An in-depth semi-structured question and answer session among an interviewer and one to three participants around a topic that is usually complex Used for: Mostly business-to-business research or examining interactions with complex or sensitive products and services Considerations: Interviewer must be well briefed on topic and/or corporate culture (if interviewing employees) before attempting interviews as misunderstanding of culture or industry jargon can lead to frustration and poor rapport between the interviewer and interviewee. Additionally, as with focus groups, conducting interviews takes time and identifying and recruiting appropriate participants can be expensive. They are best avoided if quick turnaround is required.  DF WGU: Market Research Essentials Second Version Steven Stromp Figure 2.3.3 (Source: Christina Morillo via Pexels) 󰧭 Introduction ____________________________________ 󰧭 1: Objectives and Research Questions Example 󰧭 2: Types of Research Appropriate Research Objective for Interviews 󰧭 3: Determining the Research Methodology 󰧭 4: The Research Plan Company: Whole Foods Market 󰧭 Conclusion Research Objective: To determine if the strategy of the company is going in the right direction. 󰧭 Glossary Which current strategies are on target, which are off base and which strategies are missing? Participant Type: Employees (leadership team) Type of Research: Exploratory ________________________________________________________________________ Ethnographic Market Research Primary or Secondary method: Primary Qualitative or Quantitative: Qualitative Description: The main tool of ethnography is observation, which could be in-person, digital, or captured by the participant via his or her mobile device. Other methods include consumer diaries and passive tracking techniques. Used for: Capturing authentic behaviors, reactions and interactions involving a product, product concept, or service in a real-world setting. Can also provide insight into the consumer decision-making process, how to improve customer service interactions as well as retail design/layouts. Considerations: In order to capture subjects in authentic scenarios, observers must not be conspicuous. Observations may be conducted via monitoring equipment, eliminating the need for an on-site, in-person observer. Figure 2.3.4 (Source: succo via Pexels) ____________________________________ Example Appropriate Research Objective for Ethnographic Market Research Company: Dave & Buster's Research Objective: To determine how to redesign the layout for optimum space utilization and guest enjoyment Subject Type: Consumers  Type of Research: Exploratory DF WGU: Market ________________________________________________________________________ Research Essentials Second Version UX/UI Research Steven Stromp Primary or Secondary method: Primary Qualitative or Quantitative: Qualitative Description: UX research refers to studying the “user experience” with a product, service, or customer interaction. UI research refers to studying how well consumers interact with and navigate a company’s “user interface.” 󰧭 Introduction Used for: Marketing design research, such as with website and app design. With this focus, UX would include the functionality of a website whereas UI would focus on the layout and visual aesthetics. 󰧭 1: Objectives and Research Questions 󰧭 2: Types of Research Considerations: In order to best understand the nuances of the customer experience and how consumers navigate 󰧭 3: Determining the Research Methodology an interface, researchers often also include other qualitative, such as focus groups and ethnographic research. 󰧭 4: The Research Plan 󰧭 Conclusion 󰧭 Glossary Figure 2.3.5 (Source: Pexels) Example Appropriate Research Objective for UX/UI Research Company: Grandin Road Research Objective: A prototype for a new website design needs to be tested for how well users can navigate the site. Participant Type: Consumers Type of Research: Exploratory Mystery Shopping Primary or Secondary method: Primary Qualitative or Quantitative: Qualitative Description: Involves researchers secretly acting as consumers in order to gather data on the customer experience Used for: Gauging how well company protocol, including customer service components, is followed; may include a product testing component Considerations: Data collection tools must be standardized and match company protocol so a researcher is not scoring an employee unfairly. Figure 2.3. (Source Andrea Piacquadio via Pexels) ____________________________________  Example DF Appropriate Research Objective for Mystery Shopping WGU: Market Research Essentials Company: Burger King Second Version Steven Stromp Research Objective: To determine if drive-thru timing standards are being met, if customer service protocol is being followed, and if food preparation standards are achieved Subject Type: Consumers Type of Research: Descriptive 󰧭 Introduction ________________________________________________________________________ 󰧭 1: Objectives and Research Questions Surveys 󰧭 2: Types of Research Primary or Secondary method: Primary 󰧭 3: Determining the Research Methodology Qualitative or Quantitative: Quantitative 󰧭 4: The Research Plan 󰧭 Conclusion Description: The researcher selects a sample of respondents from a population and administers a standardized 󰧭 Glossary set of questions. The set of questions can be administered in various ways. Online surveys are by far the most common type, but in some instances, surveys are distributed as telephone interviews, taken in person, or mailed in a hard copy format.Used for: Mostly quantitative research when it’s important that results can be attributed to the target population at large Considerations: There are pros and cons to each survey distribution method. Online surveys have a fast data collection period, yet the sample gained may not be representative of the population. Due to the self-selective nature of online surveys, there is a risk an overabundance of respondents may either be brand champions or those wishing to air negative experiences. Mailed surveys will have a low return rate, yet may be bene cial for studies targeting populations without phones or Internet access. Telephone interviewing has the risk of bias from the respondent attempting to please the interviewer, yet allows for probing of more rich responses. Figure 2.3.7 (Source: Getty) ____________________________________ Example Appropriate Research Objective for Surveys Company: Advance Auto Parts Research Objective: To determine customer satisfaction with all components of the business and to compare results between stores to identify best practices Respondent Type: Consumers Type of Research: Descriptive ________________________________________________________________________ Central Location Tests and Home Use Tests Primary or Secondary method: Primary Qualitative or Quantitative: Quantitative Description: In home use tests, a sample of the