MARKTONDERZOEK
D0E48a
Gebruiker
,Module 1: introduction to marketing research & from
marketing research problem/opportunity to marketing
research design
① Definition of marketing research (AMA)
Marketing zonder data te verzamelen en analyseren => geen goede marketeer
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at large.
Marketing research is the function that links the consumer, customer, and public to the marketer
through information-information used to identify and define marketing opportunities and problems;
generate, refine, and evaluate marketing actions; monitor marketing performance; and improve
understanding of marketing as a process. Marketing research specifies the information required to
address these issues, designs the method for collecting information, manages and implements the
data collection process, analyzes the results, and communicates the findings and their implications.
② Marketing research process: 6 stages
Stage 1: Problem Definition
- Business problem / opportunity
o Defined based on interactions between
▪ Environmental context of the problem / opportunity
▪ Management decision problems
▪ Marketing research problems
It involves discussion with decision-makers, in-depth interviews with industry experts, and
the collection and analysis of readily available published information
1
,Example: robotics in hotels → Problem /Opportunity & Research Question
1. Environmental Context: Potential Problems/ Opportunity
HOTEL setting: bestaande situatie beter begrijpen
- Zijn klanten tevreden over hun hotel ervaring, en waarom (niet)? Welke aspecten zijn
belangrijk, en welke niet? Scoren we goed op de dingen die belangrijk zijn?
- Zijn klanten trouw en zijn ze bereid engagementsgedragingen (bv aanbevelingen, feedback)
te doen, en waarom (niet)? Wat zijn de drivers?
- Is de website van ons hotel optimaal, en hoe beïnvloedt deze de attitude van klanten, en hun
intenties?
- Zijn klanten tevreden over de behandeling van hun klachten? En wat zijn de gevolgen?
- …
HOTEL setting: nieuwe situatie begrijpen
- Moeten we in robotics investeren? Hoe staan onze klanten daar tegenover? Wat zijn
belangrijke factoren die attitude en gedrag/intenties bepalen?
o Er zijn verschillende soorten robots voor verschillende soorten hotels
- Welke designfeatures of robot kenmerken moeten we kiezen ifv een optimale
klantenervaring?
Stage 2: Research Approach Developed
Key is to have some theoretical foundations (i.e., academic literature): As a foundation for research
design
- in order to, to help you decide
o What (e.g., concepts) should be measured
o How it should be measured (i.e., appropriate scales)
o More: e.g., how to collect data, how to analyse data, how to report findings, etc.
Stage 3: Research Design Developed
Goal: a blue print for conducting the marketing research project
- Final Conceptual Framework: what to measure (which variables?), how to measure (scaling?)
- How to obtain data (= sample decisions such who, how many, which type of sample)
2
, - How to handle the data:
o Type of Analysis (exploratory, descriptive, causal)
o Analysis flow/procedure (e.g., missing values, bias tests, handling categorical
variables, test measurement instrument, sample descriptives, correlation table,
descriptive statistics, collinearity tests, regression, moderation analyses, etc.)
③ Process of defining a marketing research problem/opportunity
④ Importance of strong theoretical foundations
⑤ A research model (conceptual framework): verbal, graphical and analytical model &
research questions & research hypotheses
Example: robotics in hotels → conceptual framework + survey instrument
Strong Theoretical Foundations via Academic Literature (secondary data)
1) Theoretische variabelen
Example 1: davis
1. PU: PERCEIVED USEFULNESS
(e.g., Electronic mail enables me to accomplish tasks more quickly; Electronic mail
allows me to accomplish more work than would otherwise be possible)
2. PEOU: PERCEIVED EASE OF USE
(e.g., I find it cumbersone to use the electronic mail system)
and linked it to Usage Intentions
(e.g., I predict that I will use it on a regular basis in the future)
Example 2: Venkatesh
Effort expectancy = PEOU
Facilitating conditions → welke condities maken iets makkelijker, bv. is er iemand om
jou te helpen, iemand die jou het kan uitleggen
3
D0E48a
Gebruiker
,Module 1: introduction to marketing research & from
marketing research problem/opportunity to marketing
research design
① Definition of marketing research (AMA)
Marketing zonder data te verzamelen en analyseren => geen goede marketeer
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at large.
Marketing research is the function that links the consumer, customer, and public to the marketer
through information-information used to identify and define marketing opportunities and problems;
generate, refine, and evaluate marketing actions; monitor marketing performance; and improve
understanding of marketing as a process. Marketing research specifies the information required to
address these issues, designs the method for collecting information, manages and implements the
data collection process, analyzes the results, and communicates the findings and their implications.
② Marketing research process: 6 stages
Stage 1: Problem Definition
- Business problem / opportunity
o Defined based on interactions between
▪ Environmental context of the problem / opportunity
▪ Management decision problems
▪ Marketing research problems
It involves discussion with decision-makers, in-depth interviews with industry experts, and
the collection and analysis of readily available published information
1
,Example: robotics in hotels → Problem /Opportunity & Research Question
1. Environmental Context: Potential Problems/ Opportunity
HOTEL setting: bestaande situatie beter begrijpen
- Zijn klanten tevreden over hun hotel ervaring, en waarom (niet)? Welke aspecten zijn
belangrijk, en welke niet? Scoren we goed op de dingen die belangrijk zijn?
- Zijn klanten trouw en zijn ze bereid engagementsgedragingen (bv aanbevelingen, feedback)
te doen, en waarom (niet)? Wat zijn de drivers?
- Is de website van ons hotel optimaal, en hoe beïnvloedt deze de attitude van klanten, en hun
intenties?
- Zijn klanten tevreden over de behandeling van hun klachten? En wat zijn de gevolgen?
- …
HOTEL setting: nieuwe situatie begrijpen
- Moeten we in robotics investeren? Hoe staan onze klanten daar tegenover? Wat zijn
belangrijke factoren die attitude en gedrag/intenties bepalen?
o Er zijn verschillende soorten robots voor verschillende soorten hotels
- Welke designfeatures of robot kenmerken moeten we kiezen ifv een optimale
klantenervaring?
Stage 2: Research Approach Developed
Key is to have some theoretical foundations (i.e., academic literature): As a foundation for research
design
- in order to, to help you decide
o What (e.g., concepts) should be measured
o How it should be measured (i.e., appropriate scales)
o More: e.g., how to collect data, how to analyse data, how to report findings, etc.
Stage 3: Research Design Developed
Goal: a blue print for conducting the marketing research project
- Final Conceptual Framework: what to measure (which variables?), how to measure (scaling?)
- How to obtain data (= sample decisions such who, how many, which type of sample)
2
, - How to handle the data:
o Type of Analysis (exploratory, descriptive, causal)
o Analysis flow/procedure (e.g., missing values, bias tests, handling categorical
variables, test measurement instrument, sample descriptives, correlation table,
descriptive statistics, collinearity tests, regression, moderation analyses, etc.)
③ Process of defining a marketing research problem/opportunity
④ Importance of strong theoretical foundations
⑤ A research model (conceptual framework): verbal, graphical and analytical model &
research questions & research hypotheses
Example: robotics in hotels → conceptual framework + survey instrument
Strong Theoretical Foundations via Academic Literature (secondary data)
1) Theoretische variabelen
Example 1: davis
1. PU: PERCEIVED USEFULNESS
(e.g., Electronic mail enables me to accomplish tasks more quickly; Electronic mail
allows me to accomplish more work than would otherwise be possible)
2. PEOU: PERCEIVED EASE OF USE
(e.g., I find it cumbersone to use the electronic mail system)
and linked it to Usage Intentions
(e.g., I predict that I will use it on a regular basis in the future)
Example 2: Venkatesh
Effort expectancy = PEOU
Facilitating conditions → welke condities maken iets makkelijker, bv. is er iemand om
jou te helpen, iemand die jou het kan uitleggen
3
