Marketing Research

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Marketing Research
2
Overview

• Introduction to marketing research
• Research design
• Data collection
• Data analysis
• Reporting results

3
Redefining Marketing Research

• The American Marketing Association (AMA)
  redefined Marketing Research as

• The function which links the consumer, the
• customer, and public to the marketer
• through INFORMATION

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Nature of marketing research (MR)

• Systematic and objective process of planning,
  gathering, analysing and reporting data
• Used to solve specific problem or opportunity

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Redefining Marketing Research
Information
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Definition of Marketing Research

• Marketing research is the systematic and
  objective
• identification
• collection
• analysis
• dissemination
• and use of information
• for the purpose of improving decision making
  related to the
• identification and
• solution of problems and opportunities in
  marketing.

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Market Research

• Specifies the information necessary to address
  these issues
• Manages and implements the data collection
  process
• Analyzes the results
• Communicates the findings and their implications

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Classification of Marketing Research

• Problem Identification Research
• Research undertaken to help identify problems
  which are not necessarily apparent on the surface
  and yet exist or are likely to arise in the
  future. Examples market potential, market
  share, image, market characteristics, sales
  analysis, forecasting, and trends research.
• Problem Solving Research
• Research undertaken to help solve specific
  marketing problems. Examples segmentation,
  product, pricing, promotion, and distribution
  research.

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A Classification of Marketing Research
Fig 1.1
Marketing Research
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Problem Solving Research
Table 1.1
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Problem Solving Research
Table 1.1 cont.
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Problem Solving Research
Table 1.1 cont.
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Marketing Research Process

• Step 1 Problem Definition
• Step 2 Development of an Approach to the
  Problem
• Step 3 Research Design Formulation
• Step 4 Fieldwork or Data Collection
• Step 5 Data Preparation and Analysis
• Step 6 Report Preparation and Presentation

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The Role of Marketing Research
Fig 1.2
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Characteristics of MR

• Quantitative vs. qualitative
• Applied vs. basic research
• Can be inaccurate
• Time and budget constrains

Remember the benefits of marketing research
Page 8
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Role of MR in decision making

• Provides info
• Functional roles
• Descriptive
• Diagnostic
• Predictive
• Factors influencing MR
• Time
• Data availability
• Nature of decision
• Cost-benefit
• Lack of resources

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IMPORTANCE OF MARKETING RESEARCH IN DECISION
MAKING

• Necessary to keep existing customers
• Provides insight to an ever changing market

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ETHICAL CONSIDERATIONS

• Participants should be comfortable
• Participants should not be deceived
• Participants should be willing and informed
• Data should be held in confidence

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SECONDARY RESEARCH

• Advantages and disadvantages
• Internal data sources
• External data sources
• The Internet

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SURVEY RESEARCH

• Errors
• Types of surveys
• Personal
• Door-to-door
• Executive
• Mall intercepts
• Telephone
• Mail
• Internet
• Self-administered interviews

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OBSERVATION

• Advantages and disadvantages
• Methods
• Human vs. machine
• Natural vs. contrived
• Disguised vs. undisguised
• Structured vs. unstructured
• Direct vs. indirect

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EXPERIMENTS

• Laboratory vs. field
• Internal vs. external validity
• Test marketing

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MEASUREMENT CONCEPTS

• Levels of measurement of scales
• Open-ended response format
• Fixed alternative response
• Comparative scales
• Non-comparative scales

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QUESTIONNAIRE DESIGN

• Considerations
• Info requirements
• Question content
• Question structure
• Question wording
• Question sequence
• Layout
• Reliability issues

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SAMPLING

• Define population
• Determine sample frame
• Select sampling technique
• Probability
• Non-probability
• Determine sample size
• Execute sampling process

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FIELDWORK

• Selecting fieldworkers
• Training fieldworkers
• Supervising fieldworkers
• Validating fieldworkers
• Evaluating fieldworkers

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DATA PREPARATION

• Validation
• Editing
• Coding
• Data entry
• Data cleaning

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DATA ANALYSIS

• Tabulation
• Graphic
• Descriptive statistics

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HYPOTHESIS TESTING

• Formulate null hypothesis
• Choose appropriate statistical test
• Decide on desired significance level
• Calculate value of test statistic
• Compare observed value of test statistic with
  critical value and arrive at conclusion

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RESEARCH REPORT

• Title page
• Letter of transmittal
• Table of contents
• Executive summary
• Introduction
• Methodology
• Findings
• Conclusions and recommendations