...They also contain clear objectives, specify information sources on which the data will be collected, the type of data, design technique, sampling methodology and budgets as well. The three types of research design are namely exploratory, descriptive and causal research design. Exploratory research design Exploratory research design is a study which is designed to find out enough about the problem to usefully formulate a hypothesis. It stems from the general problem description such as finding out how consumers make decisions about things like life insurance. Exploratory research design is used when looking for insights into the problem and also to help define hypothesis (but does not test) and key variables. It is also used to identify course of action when information needs are vague and also to establish priorities for further research. Characteristics of exploratory research design Exploratory research design is flexible and unstructured It is used for finding tentative data Used as building block for more research. For example pilot surveys, secondary data and focus groups It is done on small non representative sample Methods used Exploratory research design uses soft methods such as depth interviews, focus group discussion, case studies, qualitative research and also secondary data. When it is done It is done generally initial research conducted to clarify and define the nature of the problem. Descriptive research design Descriptive research design...
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...a research project? 5. What elements make up the marketing research proposal? 6. What factors should the researcher consider while formulating a research design in international marketing research? 7. How can technology facilitate the research design process? 8. What ethical issues arise when selecting a research design? AUTHOR’S NOTES: CHAPTER FOCUS This chapter provides an overview of research design. A definition and a classification of research designs are presented. The differences between exploratory and conclusive research designs are discussed. The three basic types of research designs, namely exploratory, descriptive, and causal, are described and a comparative analysis of these designs is presented. The potential sources of errors in research designs are covered in some detail. The budgeting and scheduling of a marketing research project, as well as the preparation of a marketing research proposal, are covered. This chapter is similar to competing texts with regard to the material on the basic types of research designs. It is different in that it presents a comparative analysis of these designs and also gives a unified treatment of errors associated with research designs. This chapter could be taught by focusing on the opening questions sequentially. Greater emphasis could be placed on the differences between exploratory and conclusive research (Opening Question 2) and on the material on exploratory, descriptive, and causal research (Opening Question...
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...Marketing Research (MKTG 311) Dr. Raoul V. Kübler Assistant Professor for Marketing Marketing Research (MKTG 311) Dr. Raoul V. Kübler Assistant Professor for Marketing The Marketing Research Process Session 3 LEARNING OUTCOMES 1. Classify marketing research as either exploratory research, descriptive research, or causal research. 2. List the major stages of the marketing research process and the steps within each. 3. Understand the concepts of theory and hypothesis and the critical role they play in research. 4. Know the difference between a research project and a research program. Marketing Research - Spring 2013 - Dr. Raoul V. Kübler 2 Key ways in which researchers contribute to decision making: 1. Helping to better define the current situation 2. Defining the firm—determining how consumers, competitors, and employees view the firm 3. Providing ideas for product improvements or possible new product development 4. Testing ideas that will assist in implementing the marketing mix strategy for the firm 5. Examining how correct a certain marketing theory is in a given situation Marketing Research - Spring 2013 - Dr. Raoul V. Kübler 5 Types of Marketing Research • Exploratory • Descriptive • Causal Marketing Research - Spring 2013 - Dr. Raoul V. Kübler 6 Exploratory Research • Exploratory Research • Conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities. • Initial research conducted...
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...173 Seth, Momaya, Gupta AN EXPLORATORY INVESTIGATION OF CUSTOMER LOYALTY AND RETENTION IN CELLULAR MOBILE COMMUNICATION Anita Seth Kiran Momaya H.M. Gupta Cellular mobile industry has undergone rapid changes as a result of liberalization and globalization. In such a ever changing scenario, expansion and maintaining the loyal customer base seems to be a great challenge for the mobile service providers. As a result of increased competition, customer loyalty and retention have become important goals for mobile service operators. Reacting to the pressures, most of the cellular mobile service providers are trying to attract subscribers by not only reducing their tariff rates but also giving attention to the quality of services delivered. In this context the present paper focuses on the customer loyalty and retention in cellular mobile communication. Literature review was carried out covering the theoretical and empirical work on the subject and exploring the relations with service quality. Exploratory interviews were conducted in order to gain practical insights of the subject. Based on the literature review and findings from the interviews, this paper presents a rich research agenda for further research. 1.0 INTRODUCTION T he forces of liberalization and globalization of telecommunication market have pressurized the companies to maintain their market share by focusing on retaining their current customers. They are being increasingly confronted with challenges to attract...
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...Exploratory research: The chief purpose of exploratory research is to reach a better understanding of the research problem. This includes helping to identify the variables which should be measured within the study. When there is little understanding of the topic it is impossible to formulate hypotheses without some exploratory studies. For example, crop residues such a straw are high in lignin (a wood-like substance) and low in nutrients. This makes them a poor animal feed since the lignin acts against digestibility and the low nutrient content means poor food value. However, if treated in a strong alkali, plus a little heat, the lignin breaks down and the nutrient content increases. A company was established to exploit this technology and did so successfully for 4 seasons. After this period sales began to slow down. Three other manufacturers had entered the market by this time. The company, Animal Feed Systems, did not know whether the whole industry had slowed down or if only their product was suffering. Nor did they know if the problem was temporary in that perhaps the market comprised of "early adopters" had been saturated but it was only a matter of time before other farmers began to buy their systems when they saw how well they worked. It was also possible that if a problem did exist it could lie in any one of a number of areas: animal populations might be declining, distributors may not be promoting the product aggressively, customers may be experiencing difficulties in...
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...brands. This example was presented in your text to illustrate: a. poor budgeting for research b. how researchers in large firms are in "silos" and are not open to outside suggestions c. how former research studies often determine the design of present studies d. improper research design e. a case where exploratory research should have been undertaken after the causal research Answer: (d) Difficulty: (Moderate) Page: 114 2. Which of the following is true about research design? a. Research design should be the first consideration in a research project. b. Research design decisions should be made after data analysis. c. Research design should be selected during the initial meeting with a client. d. Research design should be selected after thoroughly considering the problem and research objectives. e. Research designs should be made after data collection. Answer: (d) Difficulty: (Moderate) Page: 116 3. Which of the following is the best description of research design? a. a set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information b. a marketing term or concept involved in the marketing management problem that will be researched c. the specific pieces of...
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...Acknowledgement We would like to recall with gratitude, the tremendous support and encouragement, which we received from our honourable faculty Mr. Nurul Hasan Khan. As an Instructor and Advisor to the report,he made critical reviews of our work as we progress through each stage, provided valuable insights and academic training to improve the quality of the work. We are grateful for his stimulating guidance and encouragement during the period of preparation this project. Without his guidance, this would simply not have been possible. We would also like to thank the manager(please include name) of Mainland Chine for their suppoer in conducting this research Executive Summary Table of Content Part 1 Introduction Company Profile Basic information Mainland China, located in Uttara, Dhaka, is an outlet of the international Chinese restaurant chain owned by Speciality Group based in Kolkata, India. The Dhaka outlet is the chain's first international restaurant outside India, it is their first revolving one and the first such one to be at the topmost floor of a 14-storied high-rise. The other concerns of Speciality Group are Sigri, Oh! Calcutta, Flame and Grill, Machaan--all serving different cuisines. Geographical terriotory: Currently Mainland China boasts 41 other outlets throughout India in cities like Mumbai, Kolkata, Chennai, Bangalore and so on. In Bangladesh, The chain plans to open operation in Gulshan, banana and Chittagong soon. Background: ...
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...purpose. By so doing, Dell Computer Company developed a marketing strategy focusing on consumer direct purchase of their products from the source. This strategy has allowed the company survives in the market irrespective of many competitors who have similar products, (Musil, 2011).Dell is in the process of understanding consumer behaviours on personal computers and other equipment that relates to computer. With the increase in the number of companies with similar computer services, Dell need to focus on its marketing strategy in order to establish the best market segment. This essay will focus on how Dell should use the exploratory research design understand consumer behaviours on purchase of personal computers. The essay will also evaluate on the current company’s marketing strategy and determine its applicability towards survival and growth in the market. Discussion The most vital aspect in the current personal computer market is to develop products that serve needs of consumers. Dell Computer Company must develop a research study and determine how household consumers purchase personal computers. This will help the company come up with a marketing strategy for marketing its products. Reaching the target population is the most necessary aspect an organization that want to market its product should do. Exploratory research is the best marketing research design that most companies that want to develop their marketing strategies apply. The approach helps the company understand...
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... The term of business research is considered a form of practical studies that a company can use to obtain important data to analyze in order to create better ideas and decisions for the company. The research can include different forms of data which includes the feedback of consumers, product research, financial data, and competitive analysis. The various levels of management which uses the business research gain the ability to have a better understanding of the company. Also, they gain a better understanding of their position in their particular market, and how to stay competitive and improve their position within the market. This paper will be a summary of the business research processes through Frederick’s experience in the field of retail and a study of merchandising created by the University of South Africa back in 2013. Frederick currently works in retail which focuses on merchandising in daily operations. The research process is broken down into three major parts which include the; • Identity of the research problem and the research methods used. • How the research is solved within the chosen functional area • Potential applications within the determined functional area. The study chosen focused on the perception which the consumer has on visual merchandising in relation to retail shopping. Research Problem The primary research problem suggested in the study was the determination of the different characteristics of visual merchandising...
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...Ghulam Abbas Pass: 3 Introduction to Marketing Describe how a selected organisation or any other organisation uses marketing research to contribute to the development of its marketing plane. A definition of marketing research: "Marketing research is the systematic and objective search for, and analysis of, information relevant to the identification and solution of any problem in the field of marketing." The key words in this definition are; systematic, objective and analysis. Marketing research seeks to set about its task in a systematic and objective fashion. This means that a detailed and carefully designed research plan is developed in which each stage of the research is specified. Such a research plan is only considered adequate if it specifies: the research problem in concise and precise terms, the information necessary to address the problem, the methods to be employed in gathering the information and the analytical techniques to be used to interpret it. The market research brief: Marketing research can be concerned with any of a variety of aspects of the market: the product, sales, buyer behaviour, promotion, distribution, pricing, packaging, etc. Since the researcher cannot investigate everything about a market, he/she must be selective. The question remains as to how the researcher decides where to focus the study, and to what depth each issue should be investigated. The answer should lie in a document called the research brief. The research design is...
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...brand credibility and brand equity (Spry, et al., 2009) | Celebrities ,Product endorsement, Brands, Australia | Celebrities Endorsement Conceptual Framework (Appendix 2) | Global Beauty Industry Trends In The 21ST Century (Łopaciuk & Łoboda, 2013) | global beauty industry, global market for cosmetics and toiletries products | Global Cosmetic Trends (Appendix 3)Global Retail Trends (Appendix 4) | Effective Advertising and its Influence on Consumer Buying Behavior (Ghulam Shabbir Khan Niazi, 2012) | Environmental response, Emotional response, Consumer buying behavior | Research Model (Appendix 5) | Exploratory analysis of global cosmetic industry major players ,technology and market trends (Kumar, 2005) | Cosmetic industry; Toiletry industry; Cosmetic industry analysis; SWOT analysis; Cosmeceuticals; Globalization | Global Market Size (Appendix 6) | An Exploratory Study of the Types and Roles of Skincare Advertising Visuals in Magazines (Hingorani, 2008) | Skincare Advertising, Visuals, Magazine Advertisements | Advertisement Elements (Appendix 7) | On the relationship between store image, store satisfaction and store loyalty (Josée Bloemer, 1997) | store image, store satisfaction and store loyalty | Conceptual Model (Appendix 8) | The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions (Carolyn Tripp, 1994) | Endorsement, products, celebrities, consumers attitudes, purchase intention | Perception on endorsements and attitude...
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...Alternative Treatments- Research Plan Dr. Gail Robin Essentials of Health Care Marketing May 15, 2011 Describe the Problem thoroughly and carefully to consider the full scope Prior to the 1990’s, unproven medications were not fully accepted by society. However in 1991, the efforts of several people led to the establishment of an office of alternative medicine within the National institutes of health (NIH) (Am J Pharm Educ.2006). Unproven medications include dietary supplements, herbal medicines, and homeopathic medications. Unproven therapies encompass medical therapies outside of evidence based medicines such as pseudo medical devices, therapeutic touch, reflexology, naturopathy and traditional Chinese medicines (Am J. Pharm Educ. 2006). Alternative medicines are often times originated in cultures and referred to as culturally base alternative medicines. One of the problems associated with alternative medicines is the insufficient studies which have led to reduced acceptance and educational opportunities to learn more about the benefits of alternative medications (Glob Health Promot., 2009). Over the years there have been an increased use and acceptance of alternative medicine practices and practitioners by patients and healthcare providers. In a survey one conducted by a community based research group in San Diego, California, out of 542 patients at 16 different family practice clinics, it was reported that 21% of the patients have used one or more forms of alternative...
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...Tourism Marketing in Developing countries: a study of Bangladesh Contact Address: S M Nazrul Islam, PG Researcher, Hospitality and Tourism Management, University of Strathclyde, Glasgow Email: smnazrul.islam@starth.ac.uk Tourism has become a very important and dynamic sector both in the world economy and particular in the developing countries. Its growth affects not only the activities directly linked to tourism but also other sectors. Tourism is already an important sector in some developing countries and will become so for others. Developing countries have been fast growing in tourism industry terms in the world over the last decade. Tourism is one of the most important sectors in a large number of developing countries. Increases in economic growth, disposable income and leisure time, political stability, and aggressive tourism campaigns, among others factors, have fuelled the significant growth of tourism. Developing countries have some common characteristics, such as extreme poverty and widespread conflict (including civil war and ethnic clashes), extensive political corruption, lack of political and social stability, human resource weakness (human assets index, nutrition, health, education and adult literacy), and economic vulnerability. Bangladesh is a developing country in Asia, holding high potentiality for tourism. Bangladesh Parjatan Corporation (BPC) plays an important role for the development of tourism. For a long time, Bangladesh has been an attractive destination...
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...Ch1 What is Marketing Marketing has been defined by the AMA as an organisational function and a set of processes for creating, communicating and delivering value to customers, and for managing customer relationships in ways that benefit the organisation and its stakeholders. What is Marketing Strategy? A Marketing Strategy consists of selecting a segment of the market as the company’s target market and designing the proper “mix” of the product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market. What is Marketing Research Marketing research is the process of designing, gathering, analysing, and reporting information that may be used to solve a specific marketing problem，the function that links the consumer, customer, and public to the marketer through information – information used to identify and define marketing opportunities and problems What are the uses of Marketing Research • Identify marketing opportunities and problems • Generate, refine, and evaluate potential marketing actions • Monitor marketing performance • Improve marketing as a process Ch2 Marketing Research Process Step 1: Establish the Need Research takes time and costs money Step 2: Define the Problem • If the problem is incorrectly defined, all else is wasted effort. • Problems may be either specific or general. Step 3: Establish Objectives Research objectives, when achieved, provide the information...
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...Marketing and Audience Research Research Report Word Count: 1800 Executive Summary The topic of this report is the predictors of Online Retail Shopping. It centres on the question of what are the determinants of Australian consumers’ attitudes toward online retail shopping. A sample size of depth interviews will be analysed, cross referenced and used to infer behavioural patterns. The target audience is English speaking adults in Australia who have previously engaged in online retail shopping. 1.1 Importance of the Research Online shopping is gaining exponential momentum in modern society, and empirical evidence indicates this trend will only continue to grow (Hooson 2011). Given that marketing ultimately drives every product, service, idea and attempt to influence consumer behaviour – it is an invaluable tool for any company. In order to effectively market your product, research into the wants, needs and behaviour of your target audience is integral to the development of your businesses collateral and positioning. Marketing Research is one of the few tools that allows researchers to get primary evidence into what actually shapes the buying behaviour of consumers; as well as opinions, attitudes and beliefs about certain brands or products. Once accumulated, this information can be used to discern the most effective means of marketing. Considering the number of industries with high barriers to entry, substantial costs in establishment, and growing competition...
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