Lecture Marketing research (12th edition) - Chapter 4: Research design and implementation
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Marketing Research
Aaker, Kumar,
Leone and Day
Twelfth Edition
Instructor’s
2
Chapter Four
Research Design and Implementation
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Research Design and
Implementation
▫
Research design is
the detailed
blueprint to guide
the implementation
of a research study
toward the
realization of its
objectives
Preliminary
Planning Stage
Research Design
Implementation
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Types of Research
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Detective Funnel
Many research studies use combination of all three research
techniques:
▫
Exploratory techniques generate all possible reasons for a
problem
▫
Descriptive and Causal approaches narrow the probable causes
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Relationship between Data Collection Method and
Category of Research
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Research Tactics and Implementation
•
Once the research approach has been
chosen, develop the following:
▫
Specifics of measurements
▫
Plan for choosing the sample
▫
Methods for analyses
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Errors in Research Design
Two Types of Errors
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Errors in Research Design (cont.)
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Budgeting the Research Project
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Scheduling the Research Project
Scheduling the research project
requires identifying the personnel
responsible for each task within a
given time period.
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Research Proposal
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Basic Contents of a Research
Proposal
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Designing International Marketing Research
Greater attention to issues such as:
1.
Understanding the nature and
type of information sought
2.
Defining the relevant unit of
analysis
3.
Formulating problems, variable
specifications and categories
4.
Identifying and selecting sources
of information
5.
Availability and comparability of
data
6.
Achieving equivalence
of samples and
measures across
countries and cultures
7.
Identifying the degree
of centralization of the
research
8.
Coordinating research
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Issues in International Research
Design
Three issues critical to international research design are;
1.
Determining information requirements
2.
3.
Determining the unit of analysis
Achieving the equivalence of construct,
measurement, sample and analysis
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Determining Information Requirements
•
•
Consider level and type of decision for which research is conducted
Two types of decisions:
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Unit of Analysis
Researcher must decide at what level the analysis is done:
▫
Global level
▫
Regional level
▫
Groups of countries considered homogeneous for macro
environmental factors
Country level
▫
All countries taken simultaneously
Each country taken as separate unit
Similar segments across countries
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Construct, Measurement, Sample, and Analysis Equivalence
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Key Pitfalls in Conducting an International Research
•
Selecting a domestic research company to do your international research
•
Rigidly standardizing methodologies across countries
•
Interviewing in English around the world
•
Setting inappropriate sampling requirements
•
Lack of systematic international communication procedures
•
Misinterpreting multicountry data across countries
•
Not understanding international differences in
conducting qualitative research
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End of Chapter Four
