Marketing Research

Part I
Here you will use a consistent set of categories or sections that provide a framework for analysis. This framework, described below, will also serve as way for
you to consider marketing research you read in the future conducted by others. Framework — For every case, you will be expected to systematically consider
each case in six categories. Use these subheadings.
Research Purpose – Here the firm or organization must succinctly provide an overarching reason to conduct the research. The Research Purpose provides
the justification as well as the integrated reasoning.
Research Objectives – These provide more specific information about what the firm or organization hopes to accomplish by the research. In addition, the
objectives should flow directly from the purpose of the study and all of the other components should be linked to one or more of the stated objectives.
Research Design – This section should include a clear descriiption of how the research will be conducted including the methods to be used, with justification
of strengths and limitations of the alternatives, and the expected outcomes. The design should link to the research objectives so that it is clear to all involved
what outcomes are expected and how these will be achieved in the selected design.
Sampling Method and Selection – This section should clearly indicate what method will be used to select the sample participants and how the information
will be collected from the respondents. Because there are multiple issues which usually arise in the selection of the sample, limitations should be addressed
here also.
Data Collection Method – Here the researcher must clearly indicate the ways that the data will actually be collected from the sample. Some examples could
include telephone surveys, focus groups or in-depth interviews, to name a few. This section will also include information about how follow up or call backs
will occur, if needed. The questions on the instrument on in the interview protocol must link directly to one of the research objectives identified as key to the
study.
Data Analysis and Presentation – Because the analysis methods are dependent upon the kinds of data collected , the analysis techniques will flow directly
from the format and the level of measurement found in the data. Where appropriate, this section should include the statistical analysis techniques that will
be used. In addition, the kinds of data collected will also influence how the data is presented, so that decision makers can understand the major points.
For each category, you will critique the case, based on what should be included and how the content of that section relates to the remainder of the
information provided. The goal is not to write a new research proposal for the case, but to use these categories to organize your analysis. For example, you
will NOT design a new purpose for the case, but you might comment on the clarity and feasability of the purpose and whether, based on the information in
the case, the stated purpose makes sense. The same logic should be applied for the other five categories.
Also, it is important that the sections relate well to each other. For example, the research design should be supported by the sampling method and selection.
It should be clear how the objectives will be met via the research design selected. Each may seem reasonable, but they must also be integrated and each
section of the framework should flow from the earlier ones. It is important to remember that the overarching goal of marketing research is to provide
information for decision-makers.
Thus, by the end of the course you will have used this framework four times and should begin to think about every research study as an integrated whole,
rather than a set of sequential, separate pieces.
Part II
This section will consist of responding to the questions or the assignment posed at the end of each assigned case. For this case, the questions are:
1. Does it surprise you that there are so many “sudden subscribers”? Why would a person subscribe (at a cost that could be as high as $50 per person)
instead of first trying it out? After reviewing Table 18.5, in what aspects would you say that such a person differed from other subscribers? Interpret the
footnote in Table 18.5.
2. What does Table 18.6 say about the difference between the three groups? What are the other implications of Table 18.6 for ACT?