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Designing Market Research :Explicit Tradeoffs

The Design of MR studies requires Theory & Practice , Art & Science , Precision and Actionability... . Whether its implicit or explicit research techniques , attitudinal or behavioural data , big data or small data , the researcher still needs to design for maximum effect! The 'Actionable Insight'!

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Designing Market Research :Explicit Tradeoffs

  1. 1. Explicit Tradeoffs in Designing Market Research RESEARCH DESIGN Muder Chiba
  2. 2. muder.chiba@gmail.com Qualitative Method Quantitative Method THOUGHTFUL RESEARCH DESIGN Qualitative Mode Quantitative Mode
  3. 3. DESIGN NEEDS MUST INCORPORATE EXECUTION AND DELIVERY REQUIREMENTS Design Execution Delivery muder.chiba@gmail.com THOUGHTFUL RESEARCH DESIGN
  4. 4. STRIKING THE BALANCE muder.chiba@gmail.com Content Context Scientific Method Wisdom Metric Innovation Cost Quality
  5. 5. STRIKING THE BALANCE muder.chiba@gmail.com Pure Translations Colloquial Translations Long questionnaire Quality Output Random Purposive 
  6. 6. muder.chiba@gmail.com Design Execution THOUGHTFUL RESEARCH DESIGN
  7. 7. Primary Secondary Catchall muder.chiba@gmail.com Which Information Collection is right for you? Which Research is right for you? Market Sales Marketing STRIKING THE BALANCE Design Objective
  8. 8. 100 1,000 10,000 100,000 muder.chiba@gmail.com Which Sample is right for you? Which Sampling is right for you? Purposive Mixed Mode Stratified ‘Pure ‘ Random STRIKING THE BALANCE Practice Theory River Panel
  9. 9. IDI Triads FGD EGD muder.chiba@gmail.com Which Design is right for you? Dipstick Ad-Hoc Dipsticks Timed Dipsticks Continuous Monadic Seq. Monadic Paired Block Design STRIKING THE BALANCE Simplicity Complexity
  10. 10. Question based single number Composite Single number Derived Single Number Strategic Complex single number muder.chiba@gmail.com Which Analytics is right for you? % and mean scores Crosstab Sequential Dichotomization Multivariate Stated Jacquards Chip game Correlation Correlation Regression Multiple Regression P2S models STRIKING THE BALANCE Socialization Finesse
  11. 11. muder.chiba@gmail.com Which Base Perspective is right for you? Deterministic Probabilistic
  12. 12. Market Complexity Decisions Information Complexity muder.chiba@gmail.com TRAINING SOLUTIONS FOR MULTIVALENT THINKING@WORK

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