Session 1.pdf

COURSE RESEARCH METHODS I N C O M M U N I C AT I O N A N D MARKETING MASTER S T R AT E G I C M A R K E T I N G & C O M M U N I C AT I O N CAMPUS MARÍA DE MOLINA PROFESSOR JON LAUCIRICA RODRIGUEZ RESEARCH M O B I L I T Y I N L AT E X I X C E N T U R Y W H AT D O Y O U N E E D ? Fa s t e r h o r s e s...

COURSE RESEARCH METHODS I N C O M M U N I C AT I O N A N D MARKETING MASTER S T R AT E G I C M A R K E T I N G & C O M M U N I C AT I O N CAMPUS MARÍA DE MOLINA PROFESSOR JON LAUCIRICA RODRIGUEZ RESEARCH M O B I L I T Y I N L AT E X I X C E N T U R Y W H AT D O Y O U N E E D ? Fa s t e r h o r s e s WHY? To a r r i v e s o o n e r t o o u r destinations W H AT E L S E W O U L D Y O U R I D E A L H O R S E H AV E ? Longer autonomy More obedient Comfortable trot PROFESSOR Learnings JON LAUCIRICA RODRIGUEZ Time L O C AT I O N BILBAO PROFESSOR JON LAUCIRICA RODRIGUEZ I was born L O C AT I O N BILBAO PROFESSOR JON LAUCIRICA RODRIGUEZ Telecommunications Engineering L O C AT I O N BILBAO PROFESSOR JON LAUCIRICA RODRIGUEZ Telecommunications Engineering L O C AT I O N BILBAO PROFESSOR JON LAUCIRICA RODRIGUEZ Year in Chile L O C AT I O N SANTIAGO DE CHILE PROFESSOR JON LAUCIRICA RODRIGUEZ Year in Chile L O C AT I O N SANTIAGO DE CHILE PROFESSOR JON LAUCIRICA RODRIGUEZ Business Consultant L O C AT I O N BILBAO PROFESSOR JON LAUCIRICA RODRIGUEZ Business Consultant BIG NATIONAL 1.120 EMPLOYEES L O C AT I O N BILBAO PROFESSOR JON LAUCIRICA RODRIGUEZ Master in Digital Marketing L O C AT I O N LONDON PROFESSOR JON LAUCIRICA RODRIGUEZ Master in Digital Marketing L O C AT I O N LONDON PROFESSOR JON LAUCIRICA RODRIGUEZ Brand Manager L O C AT I O N MADRID PROFESSOR JON LAUCIRICA RODRIGUEZ Brand Manager BIG INTERNATIONAL 50.000+ EMPLOYEES L O C AT I O N MADRID PROFESSOR JON LAUCIRICA RODRIGUEZ L O C AT I O N MADRID PROFESSOR JON LAUCIRICA RODRIGUEZ TEACHING L O C AT I O N MADRID PROFESSOR JON LAUCIRICA RODRIGUEZ Head of Insights L O C AT I O N BILBAO/STOCKHOLM PROFESSOR JON LAUCIRICA RODRIGUEZ Head of Insights START-UP 80 EMPLOYEES L O C AT I O N BILBAO/STOCKHOLM PROFESSOR JON LAUCIRICA RODRIGUEZ Martin PROFESSOR JON LAUCIRICA RODRIGUEZ BIG NATIONAL BIG INTERNATIONAL CONSULTANT CLIENT SIDE CLIENT SIDE START-UP AGENCY SIDE SETTING EXPECTATIONS COURSE W H AT RESEARCH METHODS I N C O M M U N I C AT I O N AND MARKETING SYLLABUS HOW E VA L U AT I O N C R I T E R I A R E S E A R C H M E T H O D S I N C O M M U N I C AT I O N A N D M A R K E T I N G COURSE OBJECTIVE Provide you with the skills required to understand and conduct research in corporate c o m m u n i c a t i o n a n d m a r ke t i n g R E S E A R C H M E T H O D S I N C O M M U N I C AT I O N A N D M A R K E T I N G COURSE OBJECTIVE The primary goal of this course is to equip participants with the necessary skills for comprehending and executing research in the realms of corporate communication and marketing. Beginning with an overview of research and its relevance in contemporary business communication practices, the course will delve into key stages essential for strategizing and executing research projects. These stages include selecting appropriate methodologies, designing research, gathering data, analyzing it, and effectively presenting the findings. Moreover, the course will specifically cover several commonly utilized quantitative and qualitative methods in corporate communication and marketing research, such as surveys, interviews, and focus groups. Through practical classwork and collaborative group assignments, participants will gain practical experience in conducting applied research within a business context. Additionally, the course will encourage participants to contemplate the ethical challenges associated with each method. The main objectives of the course are as follows: 1. Understand the role of research in modern business. 2. Gain knowledge on and the ability to run different research methods. 3. Effectively utilize and analyze research findings, as well as prepare comprehensive research reports. 4. Develop skills in evaluating research outcomes and research reports. R E S E A R C H M E T H O D S I N C O M M U N I C AT I O N A N D M A R K E T I N G SYLLABUS SUMMARY DAY 1 DAY 2 INTRODUCTION TO RESEARCH DAY 5 SESSION 2: FROM BUSINESS PROBLEM TO RESEARCH SESSION 3: SAMPLING APPROACHES Q U A N T I TAT I V E RESEARCH DAY 3 DAY 4 SESSION 1: AIMS OF MARKET RESEARCH SESSION 4: FROM THEORY TO MEASURES S E S S I O N 5 : D ATA C O L L E C T I O N S E S S I O N 6 : D ATA A N A LY S I S A N D V I S U A L I Z AT I O N Q U A L I TAT I V E RESEARCH SESSION 7: RESEARCH METHODS S E S S I O N 8 : D ATA A N A LY S I S R E S U LT S A N D S E S S I O N 9 : M I X E D M E T H O D S A N D E X A M P R E S E N TAT I O N S E S S I O N 1 0 : S H A R I N G R E S U LT S A N D C O N C L U S I O N R E S E A R C H M E T H O D S I N C O M M U N I C AT I O N A N D M A R K E T I N G E VA L U AT I O N C R I T E R I A 20% CLASS P A R T I C I P AT I O N R E S E A R C H M E T H O D S I N C O M M U N I C AT I O N A N D M A R K E T I N G E VA L U AT I O N C R I T E R I A 20% CLASS P A R T I C I P AT I O N AT T E N T I O N , P R O A C T I V I T Y A N D C O M M I T M E N T I N A N D OUT OF THE CLASSROOM DURING THE WEEK 30% GROUP P R E S E N TAT I O N C O L L A B O R AT E , C O N T R I B U T E A N D FA C I L I TAT E PRODUCTIVE GROUP WORK 50% FINAL EXAM S H O W T H AT T H E H O E W O R K H A S B E E N D O N E A N D T H AT YOU’RE READY TO KICK-OFF A RESEARCH DAY 1 SESSION 1 INTRODUCTION AIMS OF MARKET RESEARCH D AY 1 SESSION 2 FROM BUSINESS PROBLEM TO RESEARCH INTRODUCTION TO MARKET RESEARCH SESSION 1 I N T RO D U C T I O N A I M S O F M A R K E T R ES EA RC H BLOCK 1 RESEARCH FOR DECISION MAKING IN MARKETING A N D C O M M U N I C AT I O N BLOCK 2 PRIMARY AND SECONDARY RESEARCH BLOCK 3 RESEARCH APPROACHES AND HOW TO SELECT AMONG THEM BLOCK 4 CONCLUSION AND Q&A BLOCK 1 RESEARCH FOR DECISION MAKING IN MARKETING A N D C O M M U N I C AT I O N RESEARCH IN BUSINESS The systematic process of collecting, analyzing, and interpreting data to make informed marketing and communication decisions. Especially relevant in understanding: Consumer Behaviour Market Trends Competitive Landscape BLOCK 1 RESEARCH FOR DECISION MAKING IN MARKETING A N D C O M M U N I C AT I O N “The secret to success is to know something nobody else knows.” - Aristotle Onassis - BLOCK 1 RESEARCH FOR DECISION MAKING IN MARKETING A N D C O M M U N I C AT I O N BLOCK 1 RESEARCH FOR DECISION MAKING IN MARKETING A N D C O M M U N I C AT I O N MARKETING MANAGERS & OTHER DECISION MAKERS MARKETING ENVIRONMENT BLOCK 1 RESEARCH FOR DECISION MAKING IN MARKETING A N D C O M M U N I C AT I O N MARKETING MANAGERS & OTHER DECISION MAKERS Analysis Planning Implementation Controls MARKETING INFORMATION SYSTEM Customer needs Market Potential and Size Market trends and competition Marketing campaign effectiveness MARKETING ENVIRONMENT Target markets Marketing channels Competitors Audience Macro environmental forces BLOCK 1 RESEARCH FOR DECISION MAKING IN MARKETING A N D C O M M U N I C AT I O N MARKETING MANAGERS & OTHER DECISION MAKERS Analysis Planning Implementation Controls MARKETING INFORMATION SYSTEM MARKETING ENVIRONMENT Target markets Marketing channels Competitors Audience Macro environmental forces BLOCK 1 RESEARCH FOR DECISION MAKING IN MARKETING A N D C O M M U N I C AT I O N INSIGHTS DISSEMINATION DATA COLLECTION Gathering it from various sources, both internal and external Sharing relevant insights with key stakeholders within the organization INFO ANALYSIS Analyzing the information available to identify trends, patters and create valuable insights INFO RETRIEVAL Accessing stored data when marketing decision-makers need it MARKETING MARKET INFORMATION RESEARCH SYSTEM DATA PROCESSING Filtering, cleaning and structuring data INFO STORAGE Storing data in databases for future usage BLOCK 1 RESEARCH FOR DECISION MAKING IN MARKETING A N D C O M M U N I C AT I O N Market Research Is research needed? Time constraints Is there enough time before the decision is Yes made to carry out the research? No Nature of the decision Availability of Data Is it feasible to obtain Yes the data Is the decision of considerable strategic Yes or tactical importance? No No Don’t conduct research Benefits vs costs Does the value of the expected research outcome exceed the costs of conducting the research? No Conduct research Yes SESSION 1 I N T RO D U C T I O N A I M S O F M A R K E T R ES EA RC H BLOCK 1 RESEARCH FOR DECISION MAKING IN MARKETING A N D C O M M U N I C AT I O N BLOCK 2 PRIMARY AND SECONDARY RESEARCH BLOCK 3 RESEARCH APPROACHES AND HOW TO SELECT AMONG THEM BLOCK 4 CONCLUSION AND Q&A BLOCK 2 PRIMARY AND SECONDARY RESEARCH PRIMARY RESEARCH Primary Involves gathering data directly from original sources. Methods include surveys, interviews, focus groups, observations. Emphasize its customization and relevance to specific research questions. Data Sources SECONDARY RESEARCH Secondary Relies on existing data and information from various sources. Examples include market reports, academic studies, government publications. Highlight its cost-effectiveness and quick access to data. BLOCK 2 PRIMARY AND SECONDARY RESEARCH Primary WHICH ONE SHOULD I USE? ? Data Sources Secondary BLOCK 2 PRIMARY AND SECONDARY RESEARCH Primary COMBINE THEM + Data Sources Secondary Primary research fills gaps when specific information is missing from secondary sources. Secondary research provides context and background information. BLOCK 2 PRIMARY AND SECONDARY RESEARCH Quantitative Primary Qualitative Data Sources Internal Secondary Bid Data Public Sources External Scholarly Literature Standardized research services BLOCK 2 PRIMARY AND SECONDARY RESEARCH Quantitative Primary Data on Sales Qualitative Data on Customers Data on Financial & Exploitation Issues Data Sources Internal Secondary Bid Data Public Sources External Scholarly Literature Standardized research services BLOCK 2 PRIMARY AND SECONDARY RESEARCH Quantitative Primary Qualitative Data Sources Internal Secondary Data obtained from: Chambers of Commerce Industry observatories and associations Social and economic research centers, etc. Such as: Data of Inflation Employment GDP Bid Data Public Sources External Scholarly Literature Standardized research services BLOCK 2 PRIMARY AND SECONDARY RESEARCH Quantitative Primary Objective and systematic method of collecting and analyzing numerical data to identify patterns, relationships, and causeand-effect interactions. Qualitative Data Sources Internal Secondary Bid Data Public Sources External Scholarly Literature Standardized research services BLOCK 2 PRIMARY AND SECONDARY RESEARCH Quantitative Primary Qualitative Data Sources Internal Secondary Exploratory method that focuses on understanding the underlying reasons, opinions, and motivations behind a particular phenomenon. Bid Data Public Sources External Scholarly Literature Standardized research services BLOCK 2 PRIMARY AND SECONDARY RESEARCH Quantitative Primary Qualitative Data Sources Internal Secondary Bid Data Public Sources External Scholarly Literature Standardized research services SESSION 1 I N T RO D U C T I O N A I M S O F M A R K E T R ES EA RC H BLOCK 1 RESEARCH FOR DECISION MAKING IN MARKETING A N D C O M M U N I C AT I O N BLOCK 2 PRIMARY AND SECONDARY RESEARCH BLOCK 3 RESEARCH APPROACHES AND HOW TO SELECT AMONG THEM BLOCK 4 CONCLUSION AND Q&A BLOCK 3 RESEARCH APPROACHES AND HOW TO SELECT AMONG THEM PHILOSOPHICAL WORLDVIEWS POSTPOSITIVISM CONSTRUCTIVISM TRANSFORMATIVE PRAGMATISM BLOCK 3 RESEARCH APPROACHES AND HOW TO SELECT AMONG THEM Quantitative Objective and systematic method of collecting and analyzing numerical data to identify patterns, relationships, and cause-and-effect interactions. It focuses on generating statistical models and data that can be generalized to a larger population. Key Characteristics: Objectivity: It emphasizes objectivity and relies on statistical analysis to derive insights from numerical data. Data Collection: Common methods include surveys, experiments, and structured observations, resulting in data that can be analyzed using statistical techniques. Sample Size: Often requires larger sample sizes to ensure statistical significance and generalizability of findings. Analysis: Involves statistical analysis, such as regression analysis, hypothesis testing, and data modeling. BLOCK 3 RESEARCH APPROACHES AND HOW TO SELECT AMONG THEM Qualitative Exploratory method that focuses on understanding the underlying reasons, opinions, and motivations behind a particular phenomenon. It involves collecting non-numerical data to gain in-depth insights into human behavior and the underlying motivations and attitudes that drive it. Key Characteristics: Subjectivity: It allows for a subjective interpretation of data and provides a deeper understanding of the context in which the research is conducted. Data Collection: Common methods include interviews, focus groups, observations, and case studies, often yielding descriptive and narrative data. Sample Size: Typically involves smaller sample sizes to facilitate in-depth analysis. Analysis: Involves coding, thematic analysis, and the identification of patterns or themes within the data. BLOCK 3 RESEARCH APPROACHES AND HOW TO SELECT AMONG THEM Factors to Consider Qualitative Research Exploratory research, understanding motivations and behaviors Quantitative Research Testing hypotheses, confirming relationships, and measuring quantifiable data Mixed Methods Research Exploring and validating, providing a comprehensive understanding Non-numerical data (words, images, observations) Numerical data that can be measured and analyzed statistically Combination of non-numerical and numerical data Small sample size for in-depth analysis Thematic analysis, coding, and interpretation Large sample size for statistical significance Statistical analysis, hypothesis testing, and data modeling Generalizability Limited generalizability, contextspecific insights High generalizability to a larger population Moderate generalizability with context-specific insights Time and Resources Relatively more time-consuming and resource-intensive Requires adequate time and resources for data collection and analysis Moderately time and resourceintensive Scenarios Understanding customer Measuring customer satisfaction, perceptions, exploring new market product performance, and sales trends trends Research Objective Data Type Sample Size Data Analysis Moderate to large sample size Combination of thematic analysis and statistical techniques Exploring customer behavior and preferences in depth, testing and confirming hypotheses BLOCK 3 RESEARCH APPROACHES AND HOW TO SELECT AMONG THEM Ethical Considerations in Market Research Privacy and data protection. Informed consent. Avoiding bias and manipulation. High impact in the credibility of findings. SESSION 1 I N T RO D U C T I O N A I M S O F M A R K E T R ES EA RC H BLOCK 1 RESEARCH FOR DECISION MAKING IN MARKETING A N D C O M M U N I C AT I O N BLOCK 2 PRIMARY AND SECONDARY RESEARCH BLOCK 3 RESEARCH APPROACHES AND HOW TO SELECT AMONG THEM BLOCK 4 CONCLUSION AND Q&A BLOCK 4 CONCLUSION AND Q&A