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    Marketing Research: Scientific Method and Research Process

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    Avayant Kumar Singh
    The document discusses the scientific method and research process in marketing research. It explains that while marketing was once considered more an art than science, the use of research has made it more scientific. The scientific method aims for validity and reliability. While physical science research more closely follows the scientific method, marketing research can also be valid but validity questions may be more subtle. The marketing research process involves 7 steps - specifying objectives, preparing information needs, designing the study, sampling, sample size, fieldwork, and analysis and reporting. Challenges in applying the scientific method at each step are also outlined.

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    Marketing Research: Scientific Method and Research Process

    Uploaded by

    Avayant Kumar Singh
    208 views14 pages
    The document discusses the scientific method and research process in marketing research. It explains that while marketing was once considered more an art than science, the use of research has made it more scientific. The scientific method aims for validity and reliability. While physical science research more closely follows the scientific method, marketing research can also be valid but validity questions may be more subtle. The marketing research process involves 7 steps - specifying objectives, preparing information needs, designing the study, sampling, sample size, fieldwork, and analysis and reporting. Challenges in applying the scientific method at each step are also outlined.

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    Marketing Research

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    The document discusses the scientific method and research process in marketing research. It explains that while marketing was once considered more an art than science, the use of research has made it more scientific. The scientific method aims for validity and reliability. While physical science research more closely follows the scientific method, marketing research can also be valid but validity questions may be more subtle. The marketing research process involves 7 steps - specifying objectives, preparing information needs, designing the study, sampling, sample size, fieldwork, and analysis and reporting. Challenges in applying the scientific method at each step are also outlined.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    208 views14 pages

    Marketing Research: Scientific Method and Research Process

    Uploaded by

    Avayant Kumar Singh
    The document discusses the scientific method and research process in marketing research. It explains that while marketing was once considered more an art than science, the use of research has made it more scientific. The scientific method aims for validity and reliability. While physical science research more closely follows the scientific method, marketing research can also be valid but validity questions may be more subtle. The marketing research process involves 7 steps - specifying objectives, preparing information needs, designing the study, sampling, sample size, fieldwork, and analysis and reporting. Challenges in applying the scientific method at each step are also outlined.

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    Download as PPT, PDF, TXT or read online from Scribd
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    of 14

    Marketing Research

    Scientific Method and Research


    Process
    Scientific Method
    • Marketing is more an art than science
    • Use of research makes marketing a
    science
    • Research might be substituted for
    scientific method
    • Also, Methods make some research more
    scientific than others
    • Traits that characterize scientific methods
    – Validity and Reliability
    Scientific methods in Physical
    Science and Marketing
    • Initially developed and used in physical
    science
    • Validity is more in physical science
    • Marketing research can also have good
    validity but validity questions can be subtle
    • For reliability, physical science is more
    scientific than marketing
    • Control on conditions
    Distinctions between Scientific and
    Non Scientific Methods
    • Objectivity of the investigator
    • Accuracy of Measurement
    • Continuing and Exhaustive nature of
    measurement
    Difficulties in applying Scientific
    Methods in Marketing
    • Investigator involved in use of result
    • Imprecise Measuring devices
    • Influence of Measurement Process on
    result
    • Time pressure for results
    • Difficulties in using experiments to test
    Hypothesis
    • Great complexities of subject
    Marketing Research Process
    • Specifying Research Objective
    • Preparing the list of the needed information
    • Designing the data collection project
    • Selecting a sample type
    • Determining sample size
    • Organizing and carrying out the fieldwork
    • Analyzing the collected data and reporting the
    findings
    1. Specifying Research Objectives
    • Define purpose
    • Objective(s)

    Problems in achieving scientific method:


    • Uncleared objectives

    Minimizing Potential Sources of Errors:


    • Put objectives in written
    • Healthy discussion b/w manager and researcher
    • Once approved by both, freeze it.
    2. Preparing the list of the needed
    information
    • Information need to fulfill objectives
    • Depends upon objectives and situation

    Problems in achieving scientific method:


    • Busy schedule of Managers
    • Communication gap b/w managers and researchers

    Minimizing Potential Sources of Errors:


    • Proper participation of manager and researcher
    • Can anticipate the possible findings and respond
    3. Designing the data collection
    project
    • Availability of the required information
    • Go for secondary sources
    • Collect data from the field

    Problems in achieving scientific method:


    • Use of inappropriate research design
    • Respondents’ selection
    • Wrong questions
    • Deciding wrong scale

    Minimizing Potential Sources of Errors:


    • Select proper research design (exploratory or conclusive)
    • Who should be interviewed and how
    • Selecting proper sample size
    • Incorporation of experiments
    • Designing of data collection form
    4. Selecting a Sample Type
    • Generally marketers target large population
    • Can be of two general categories
    – Probability and non probability

    Problems in achieving scientific method:


    • Selection of proper sample

    Minimizing Potential Sources of Errors:


    • Properly defined groups, stores and other units of
    sample
    • Decide carefully the sample types
    5. Determining Sample size
    • How large a sample to select
    • Sample size can vary according to problem,
    budget, accuracy etc.

    Problems in achieving scientific method:


    • Problem in selecting insufficient sample size

    Minimizing Potential Sources of Errors:


    • Can use the theory of sampling statistics
    • Degree of accuracy
    6. Organizing and carry out Field
    work
    • Selecting, training controlling and evaluating field force
    • Focus on methods used

    Problems in achieving scientific method:


    • Check the validity of the work done
    • Fieldworkers may not follow the instructions

    Minimizing Potential Sources of Errors:


    • Follow good practices in selection and training
    • Use of standardize procedures to minimize errors
    • Control on field workers
    7. Analyzing the collected data and
    reporting the findings
    • Designing of collected data
    • Tabulation and analysis and processing of
    data
    • Reporting, the end product
    • Reporting will vary on nature of research
    and audience
    7. contd..
    Problems in achieving scientific method:
    • Careless in editing and coding
    • Not correctly designing tables for data collected
    • Poor reporting
    Minimizing Potential Sources of Errors:
    • Do tabulation and analysis carefully
    • Use of proper techniques of analysis
    • Present clearly and specifically

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