BK2103 ONDERZOEKSPROJECT
BLOCK 5
LECTURE 31-8-2020
https://onedrive.live.com/?authkey=%21AFIkrp7d4PC7nP4&id=33CE2A990D39B5B8%218244&cid=33CE2A990
D39B5B8 → alle video’s!!
The Research Process
Why research?
- Only 11% of customer related decisions are driven by data
- Intuition drives them to make decisions
Intuition goes wrong (1): Betty Crocker
- Only add water
- Very disappointing sales. Why?
- Answer: guilt, too easy to make
Intuition goes wrong (2): Red Lobster
- New all you can eat formula
- Badly miscalculated how many times customers would refill their plates for 20 dollars
- Bad decisions by doing assumptions
The alternative to intuition?
- DATA
- Good management requires good information
- Research project is about getting and analysing good information
Why care about research?
- Research has a big advantage
- Research is being updated, one study may lead to many more studies that can generalise the subject
What kind of business research?
Planning, collection, and analysis of data relevant to decision making and the communication of these results to
management
General goal: solve business and societal problems with various fields of applications, such as:
- Marking analysis
- Financial
- Brand
- Product
- Risk
- Competitor
- Demand
1
, - Distribution
Learning goals:
Decision problems require information, information requires research.
1) Understand what information is required
2) Select the best method
3) Transition from exploratory to confirmatory methods
4) Design stimuli and measures to collect data
5) Analyse data and draw conclusions
6) Engage in precise ….
7) ……
SEE SLIDES
The Research Process → see the book
1. Identification of problem
2. Creation of research design
3. Choice of method of research
4. Selection of the sampling procedure
5. Collection of data
6. Analysis of data
7. Writing and presentation of report
8. Follow-up
Problem vs. Symptom
How to differentiate a symptom vs. a problem?
Symptom = consequence (what indicates that we have a problem). A symptom is always measured.
Problem = what causes the symptom
Examples:
BMW brand did not attract new customers this year = symptom
- Symptom: no new customers
- Cause: ?
How much does the introduction of the new 3D TV contributes to the sales’ growth for Sony = problem (and is
a good research problem), you don’t know the results/ consequences yet.
- Symptom = sales growth
- Cause = introduction new 3D TV
The way how we can measure symptoms or causes, is learned in this class.
Bv. COVID = cause and coughing is the symptom. It can be measured, not as easily, not all symptoms are equal
or as easy to measure, but it is possible.
How to define a decision problem?
2
,Decision problems are “What shall we do?” -> management problems
- Vb. Should Philips invest in designing better 3D TVs?
- Vb. Should ABN AMRO design a new advertising campaign?
Research problems are “What information do we need?” -> in order to decide
- Vb. Are consumers likely to purchase better 3D TVs? / How much do customers want to invest in 3D
TVs / In which kind of places or markets etc… / When is the best timing to launch better 3D TVs? →
multiple research problems and questions possible
- Vb. How well does the current advertising campaign contributes to sales?
Shell is a good example of a company that does great sales, but does not have a great image.
That is important in order to create the research design (step 2) and choosing a method of research (step 3) in
order to answer the question correctly.
Why start with a research question? → You already gave it a thought, and you want to answer a specific
question with very specific data, you need a specific research problem. You need to define a research problem
at the beginning. It helps you decide if you should invest oid.
Types of research design
- Primary data = new data gathered to help solve the problem, vb. A survey (N = 1000 participants)
- Secondary data = data that have been previously gathered, vb. Yelp reviews (N = 1000 reviews)
Vb. Are people more negative when they review products more often online? → you can search reviews online,
for instance on Yelp. You can also create a survey with questions like “how often do you write online reviews”
or “how positive are you when reviewing products online” → creates a graph of the correlation between these
two subjects: positiveness & reviews
Advantages & disadvantages secondary and primary data → SEE SLIDES
Exploratory vs. descriptive vs. casual research
Exploratory research (block 5)
- Often called qualitative
- Main goal: obtaining insights to clarify problems
- Typical methods:
o Focus groups
o In-depth interviews
o Observation
- More about this in the second workshop
Survey research (block 6)
- Who, when, where, what, how many, how much, how often
- Question: how much nutritional labels influence snack food decisions for millennials?
- Example survey N=200 millennials
- VB. Questions: Perceived healthiness / I am likely to purchase this product
- Graph purchase intentions against perceived healthiness → correlation test/ regression
Experimental research (block 7)
3
, - Quantitative and casual
- “WHY”
- Example experiment N=200 millennials
- N=100 participants chips without lable
- N=100 participants with lable
- Anova statistical test = result two chips against purchase intentions scale 1-5
Are nutritional labels more effective at:
A. Decreasing consumption of unhealthy products
B. Increasing consumptions of healthy products → right answer
SEE MARKET RESEARCH BOOK
To analyse data use the software named “R” → download for free on the internet! Tutorial on Canvas this
week.
WORKSHOP: 2-9-2020
Bonus points:
- Canvas → Modules → ERPS PDF
-
- Max. 0,4 points
- You either use your bonuspoints for Marketing Management or Research Project
Assignment 1 (20%) – team assignment
Secondary Research and Focus Group
- Data is available in Excel and SPSS
- See Canvas for the assignment and data
- Download R & get yourself familiar with the data sets in Excel
Focus group:
- 50% of the group should come from another group, because of the diversity of the experiences
students have
- 6-12 members in a focus group
Research question: a question you can and want to answer → it is specific enough to answer and also relevant
to your research.
VB. Why / How using PayPal affects online shopping? – too broad, no specific answer.
Do people who use PayPal shop online more? – vague, do they spend more money, spend more time, etc. but
the question is answerable.
How much more per year people who have a PayPal account spend on online shopping – specific answer! The
research design is already in the question. It is also relevant for your research to know how much people spend
with PayPal. It doesn’t necessarily answers decision making, but gives you a right direction. You can use SMART
formulation, but pay attention to the relevancy of your decision problem.
VB. Will consumers buy new Audi e-tron? → How can you formulate this question more specific?
4
BLOCK 5
LECTURE 31-8-2020
https://onedrive.live.com/?authkey=%21AFIkrp7d4PC7nP4&id=33CE2A990D39B5B8%218244&cid=33CE2A990
D39B5B8 → alle video’s!!
The Research Process
Why research?
- Only 11% of customer related decisions are driven by data
- Intuition drives them to make decisions
Intuition goes wrong (1): Betty Crocker
- Only add water
- Very disappointing sales. Why?
- Answer: guilt, too easy to make
Intuition goes wrong (2): Red Lobster
- New all you can eat formula
- Badly miscalculated how many times customers would refill their plates for 20 dollars
- Bad decisions by doing assumptions
The alternative to intuition?
- DATA
- Good management requires good information
- Research project is about getting and analysing good information
Why care about research?
- Research has a big advantage
- Research is being updated, one study may lead to many more studies that can generalise the subject
What kind of business research?
Planning, collection, and analysis of data relevant to decision making and the communication of these results to
management
General goal: solve business and societal problems with various fields of applications, such as:
- Marking analysis
- Financial
- Brand
- Product
- Risk
- Competitor
- Demand
1
, - Distribution
Learning goals:
Decision problems require information, information requires research.
1) Understand what information is required
2) Select the best method
3) Transition from exploratory to confirmatory methods
4) Design stimuli and measures to collect data
5) Analyse data and draw conclusions
6) Engage in precise ….
7) ……
SEE SLIDES
The Research Process → see the book
1. Identification of problem
2. Creation of research design
3. Choice of method of research
4. Selection of the sampling procedure
5. Collection of data
6. Analysis of data
7. Writing and presentation of report
8. Follow-up
Problem vs. Symptom
How to differentiate a symptom vs. a problem?
Symptom = consequence (what indicates that we have a problem). A symptom is always measured.
Problem = what causes the symptom
Examples:
BMW brand did not attract new customers this year = symptom
- Symptom: no new customers
- Cause: ?
How much does the introduction of the new 3D TV contributes to the sales’ growth for Sony = problem (and is
a good research problem), you don’t know the results/ consequences yet.
- Symptom = sales growth
- Cause = introduction new 3D TV
The way how we can measure symptoms or causes, is learned in this class.
Bv. COVID = cause and coughing is the symptom. It can be measured, not as easily, not all symptoms are equal
or as easy to measure, but it is possible.
How to define a decision problem?
2
,Decision problems are “What shall we do?” -> management problems
- Vb. Should Philips invest in designing better 3D TVs?
- Vb. Should ABN AMRO design a new advertising campaign?
Research problems are “What information do we need?” -> in order to decide
- Vb. Are consumers likely to purchase better 3D TVs? / How much do customers want to invest in 3D
TVs / In which kind of places or markets etc… / When is the best timing to launch better 3D TVs? →
multiple research problems and questions possible
- Vb. How well does the current advertising campaign contributes to sales?
Shell is a good example of a company that does great sales, but does not have a great image.
That is important in order to create the research design (step 2) and choosing a method of research (step 3) in
order to answer the question correctly.
Why start with a research question? → You already gave it a thought, and you want to answer a specific
question with very specific data, you need a specific research problem. You need to define a research problem
at the beginning. It helps you decide if you should invest oid.
Types of research design
- Primary data = new data gathered to help solve the problem, vb. A survey (N = 1000 participants)
- Secondary data = data that have been previously gathered, vb. Yelp reviews (N = 1000 reviews)
Vb. Are people more negative when they review products more often online? → you can search reviews online,
for instance on Yelp. You can also create a survey with questions like “how often do you write online reviews”
or “how positive are you when reviewing products online” → creates a graph of the correlation between these
two subjects: positiveness & reviews
Advantages & disadvantages secondary and primary data → SEE SLIDES
Exploratory vs. descriptive vs. casual research
Exploratory research (block 5)
- Often called qualitative
- Main goal: obtaining insights to clarify problems
- Typical methods:
o Focus groups
o In-depth interviews
o Observation
- More about this in the second workshop
Survey research (block 6)
- Who, when, where, what, how many, how much, how often
- Question: how much nutritional labels influence snack food decisions for millennials?
- Example survey N=200 millennials
- VB. Questions: Perceived healthiness / I am likely to purchase this product
- Graph purchase intentions against perceived healthiness → correlation test/ regression
Experimental research (block 7)
3
, - Quantitative and casual
- “WHY”
- Example experiment N=200 millennials
- N=100 participants chips without lable
- N=100 participants with lable
- Anova statistical test = result two chips against purchase intentions scale 1-5
Are nutritional labels more effective at:
A. Decreasing consumption of unhealthy products
B. Increasing consumptions of healthy products → right answer
SEE MARKET RESEARCH BOOK
To analyse data use the software named “R” → download for free on the internet! Tutorial on Canvas this
week.
WORKSHOP: 2-9-2020
Bonus points:
- Canvas → Modules → ERPS PDF
-
- Max. 0,4 points
- You either use your bonuspoints for Marketing Management or Research Project
Assignment 1 (20%) – team assignment
Secondary Research and Focus Group
- Data is available in Excel and SPSS
- See Canvas for the assignment and data
- Download R & get yourself familiar with the data sets in Excel
Focus group:
- 50% of the group should come from another group, because of the diversity of the experiences
students have
- 6-12 members in a focus group
Research question: a question you can and want to answer → it is specific enough to answer and also relevant
to your research.
VB. Why / How using PayPal affects online shopping? – too broad, no specific answer.
Do people who use PayPal shop online more? – vague, do they spend more money, spend more time, etc. but
the question is answerable.
How much more per year people who have a PayPal account spend on online shopping – specific answer! The
research design is already in the question. It is also relevant for your research to know how much people spend
with PayPal. It doesn’t necessarily answers decision making, but gives you a right direction. You can use SMART
formulation, but pay attention to the relevancy of your decision problem.
VB. Will consumers buy new Audi e-tron? → How can you formulate this question more specific?
4
