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Marketing Research
Overview
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Introduction to marketing research
Research design
Data collection
Data analysis
Reporting results
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
Nature of marketing
research (MR)
• Systematic and objective process of
planning, gathering, analysing and
reporting data
• Used to solve specific problem or
opportunity
Redefining Marketing Research
Used to identify and
define market
opportunities and
problems
Generate, refine, and
evaluate marketing
performance
Monitor marketing
performance
Improve understanding
of marketing as a
process
Definition of Marketing
Research
Marketing research is the systematic and objective
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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.
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
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.
A Classification of Marketing
Research
Fig 1.1
Marketing Research
Problem
Identification Research
Market Potential Research
Market Share Research
Market Characteristics Research
Sales Analysis Research
Forecasting Research
Business Trends Research
Problem Solving
Research
Segmentation Research
Product Research
Promotion Research
Distribution Research
Problem Solving Research
Table 1.1
SEGMENTATION RESEARCH
 Determine the basis of segmentation
 Establish market potential and
responsiveness for various
segments
PRODUCT RESEARCH
 Select target markets
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Test concept
 Create lifestyle profiles:
demography, media, and
product image characteristics
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Determine optimal product design
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Package tests
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Product modification
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Brand positioning and
repositioning
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Test marketing
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Control score tests
Problem
Solving
Research
PROMOTIONAL
RESEARCH
Table 1.1 cont.
0.00%
APR
PRICING RESEARCH
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Optimal promotional budget
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Sales promotion relationship
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Optimal promotional mix
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Copy decisions
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Media decisions
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Creative advertising testing
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Evaluation of advertising effectiveness
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Claim substantiation
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Pricing policies
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Importance of price in brand selection
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Product line pricing
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Price elasticity of demand
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Initiating and responding to price changes
$ALE
Problem Solving Research
Table 1.1 cont.
DISTRIBUTION RESEARCH
Determine…
 Types of distribution
 Attitudes of channel members
 Intensity of wholesale & resale coverage
 Channel margins
 Location of retail and wholesale outlets
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
The Role of Marketing
Fig 1.2
Research
Customer Groups
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Consumers
Employees
Shareholders
Suppliers
Uncontrollable
Environmental
Factors
Controllable
Marketing
Variables
Marketing
Research
•Product
•Pricing
•Promotion
•Distribution
Assessing
Information
Needs
Providing
Information
Marketing
Decision
Making
Marketing Managers
• Market Segmentation
• Target Market Selection
• Marketing Programs
• Performance & Control
•Economy
•Technology
•Laws &
Regulations
•Social & Cultural
Factors
•Political Factors
Characteristics of MR
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Quantitative vs. qualitative
Applied vs. basic research
Can be inaccurate
Time and budget constrains
Remember the benefits of marketing research – Page 8
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
IMPORTANCE OF
MARKETING RESEARCH IN
DECISION MAKING
• Necessary to keep existing
customers
• Provides insight to an ever changing
market
ETHICAL CONSIDERATIONS
• Participants should be comfortable
• Participants should not be deceived
• Participants should be willing and
informed
• Data should be held in confidence
SECONDARY RESEARCH
• Advantages and disadvantages
• Internal data sources
• External data sources
• The Internet
SURVEY RESEARCH
• Errors
• Types of surveys
– Personal
• Door-to-door
• Executive
• Mall intercepts
– Telephone
– Mail
• Internet
• Self-administered interviews
OBSERVATION
• Advantages and disadvantages
• Methods
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Human vs. machine
Natural vs. contrived
Disguised vs. undisguised
Structured vs. unstructured
Direct vs. indirect
EXPERIMENTS
• Laboratory vs. field
• Internal vs. external validity
• Test marketing
MEASUREMENT CONCEPTS
• Levels of measurement of scales
• Open-ended response format
• Fixed –alternative response
– Comparative scales
– Non-comparative scales
QUESTIONNAIRE DESIGN
• Considerations
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Info requirements
Question content
Question structure
Question wording
Question sequence
Layout
• Reliability issues
SAMPLING
• Define population
• Determine sample frame
• Select sampling technique
– Probability
– Non-probability
• Determine sample size
• Execute sampling process
FIELDWORK
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Selecting fieldworkers
Training fieldworkers
Supervising fieldworkers
Validating fieldworkers
Evaluating fieldworkers
DATA PREPARATION
• Validation
• Editing
• Coding
• Data entry
• Data cleaning
DATA ANALYSIS
• Tabulation
• Graphic
• Descriptive statistics
HYPOTHESIS TESTING
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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
RESEARCH REPORT
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Title page
Letter of transmittal
Table of contents
Executive summary
Introduction
Methodology
Findings
Conclusions and recommendations