Marketing Research Methodology PDF

MKTG 330 Marketing Research Danny Kim Module 4: Research Methodology I  Service Fair September 11 (Wed) 10 AM – 1 PM Bulldog Alley Schedule  Type of hypothesis: Review Translate the marketing problem into a Marketing research process research methodol...

MKTG 330 Marketing Research Danny Kim Module 4: Research Methodology I  Service Fair September 11 (Wed) 10 AM – 1 PM Bulldog Alley Schedule  Type of hypothesis: Review Translate the marketing problem into a Marketing research process research methodology. Mapping a business problem into a Research methodology marketing problem Qualitative research vs. Quantitative research Mini Case I assigned Intro: Qualitative Research Skills Marketing Research Process 1 Map a business problem into a marketing problem 2 Translate the marketing problem into a research methodology 3 Design the research instrument 4 Devise a sampling plan 5 Collect data & clean data 6 Analyze data into information & report information Mapping a Business Problem to a Marketing Problem We are done with mapping! Let’s get that hypotheses tested. Declining Market Share Marketing Problem: Outdated Product Do consumers perceive our products to be outdated? Do consumers prefer newer (vs. outdated) products? Hypothesis: Consumers perceive our products to be outdated. Hypothesis: Consumers prefer newer (vs. outdated) products. Translate the Marketing Problem into a Research Methodology Select the right research methodology (ultimately, the right research design) to test the hypotheses. - What is a research methodology? - What research designs are there? - What is the right research methodology (research design)? First, let’s talk about research methodology! Research Methodology A research methodology specifies (1) the type of hypothesis to be tested, (2) the type of data to be collected, (3) the type of research approach to be taken, and (4) the type of analysis to be conducted. Research methodology Qualitative research Quantitative research Research Methodology A research methodology specifies (1) the type of hypothesis to be tested, (2) the type of data to be collected, (3) the type of research approach to be taken, and (4) the type of analysis to be conducted. Research methodology Qualitative research Quantitative research The “Why” Hypothesis The “How Many/Much” Hypothesis A research question on the nature of things. A research question on the degree/extent of things. “Why did my ex text me last night?” “How many times did my ex text me last night?” Research Methodology A research methodology specifies (1) the type of hypothesis to be tested, (2) the type of data to be collected, (3) the type of research approach to be taken, and (4) the type of analysis to be conducted. Research methodology Qualitative research Quantitative research Qualitative data (Categorical data) Quantitative data (Continuous data) Qualitative, non-quantifiable, subjective traits Quantitative, quantifiable, objective traits Words Photos Sounds Videos Numbers Research Methodology A research methodology specifies (1) the type of hypothesis to be tested, (2) the type of data to be collected, (3) the type of research approach to be taken, and (4) the type of analysis to be conducted. Research methodology Qualitative research Quantitative research Observe & Interpret Measure & Test Observe and interpret qualitative data. Measure and statistically test quantitative data. Research Methodology A research methodology specifies (1) the type of hypothesis to be tested, (2) the type of data to be collected, (3) the type of research approach to be taken, and (4) the type of analysis to be conducted. Research methodology Qualitative research Quantitative research Probing Analysis Statistical Analysis Summarize, categorize, and interpret qualitative data. Statistically analyze quantitative data. Research Methodology A research methodology specifies (1) the type of hypothesis to be tested, (2) the type of data to be collected, (3) the type of research approach to be taken, and (4) the type of analysis to be conducted. Research methodology Qualitative research Quantitative research Qualitative research Quantitative research Hypothesis The “Why” hypothesis The “how many/much” hypothesis Type of data Non-numerical data Numerical data Research approach Observe and interpret Measure and test Analysis Probing analysis Statistical analysis