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CHAPTER 2
Marketing Research:
Process and Systems
for Decision Making
McGraw-Hill/Irwin
Copyright © 2013 by the McGraw-Hill Companies, Inc. All rights reserved.
THE ROLE OF MARKETING RESEARCH
• Marketing research: A process by which
information about environment is generated,
analyzed, and interpreted
• Aids decision making and is not a substitute for it
• It can reduce risks associated with managing
marketing strategies
• It is vital for investigating the effects of various
marketing strategies after implementation
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FIGURE 2.1 - THE FIVE Ps OF THE
RESEARCH PROCESS
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PURPOSE OF THE RESEARCH
• First step in the research process - Determine
explicitly why the research is needed and what
it is to accomplish
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PURPOSE OF THE RESEARCH
• Next, managers and researchers agree on:
• Current situation involving the problem to be
researched
• Nature of the problem
• Specific question(s) the research is designed to
investigate
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PLAN OF THE RESEARCH
• Research plan spells out the nature of the
research to be conducted
• Includes an explanation of sample design,
measures, and analysis techniques to be used
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PLAN OF THE RESEARCH
• Critical issues are whether:
• Primary or secondary data are needed
• Qualitative or quantitative data are needed
• Company will conduct its own research or
contract with a marketing research specialist
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PRIMARY VERSUS SECONDARY DATA
• Primary data: Collected specifically for the
research problem under investigation
• Secondary data: Previously collected data
that could be used for the problem at hand
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QUALITATIVE RESEARCH
• Qualitative research: Involves face-to-face
interviews with respondents designed to
develop a better understanding of what they
think and feel concerning a research topic
• Focus groups: Involve discussions among a
small number of consumers led by an
interviewer and are designed to generate
insights and ideas about products and brands
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QUALITATIVE RESEARCH
• Long interviews: Conducted by an interviewer
with a single respondent for several hours and
designed to find out such things as the meanings
various products and brands have for the person
or how a product influences the person's life
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QUANTITATIVE RESEARCH
• Quantitative research: Involves systematic
procedures designed to obtain and analyze
numerical data
• Observational research: Involves watching
people and recording relevant facts and
behaviors
• Survey research: Involves the collection of
data by means of a questionnaire
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QUANTITATIVE RESEARCH
• Experimental research: Involves manipulating
one variable and examining its impact on other
variables
• Mathematical modeling: Involves developing
equations to model relationships among
variables to investigate the impact of various
strategies and tactics on sales and brand choices
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FIGURE 2.3 - A COMPARISON OF DATA
COLLECTION METHODS USED IN
MARKETING RESEARCH
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FIGURE 2.3 - A COMPARISON OF DATA
COLLECTION METHODS USED IN
MARKETING RESEARCH
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FIGURE 2.3 - A COMPARISON OF DATA
COLLECTION METHODS USED IN
MARKETING RESEARCH
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COMPANY VERSUS CONTRACT RESEARCH
• Most large consumer goods companies have
marketing research departments that can
perform a variety of types of research
• Many marketing research firms, advertising
agencies, and consulting companies do marketing
research on a contract basis
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COMPANY VERSUS CONTRACT RESEARCH
• In either case, schedules for task completion,
the exact responsibilities of all involved parties,
and cost need to be considered
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PERFORMANCE OF RESEARCH
• Involves preparing for data collection and
actually collecting them
• Cardinal rule - Obtain and record the maximal
amount of useful information, subject to the
constraints of time, money, and respondent
privacy
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PROCESSING OF RESEARCH DATA
• Includes preparation of data for analysis and their
actual analysis
• Preparations include such things as editing and
structuring data and coding them for analysis
• Appropriate analysis techniques for collected data
depend on the nature of the research question and
the design of the research
• Critical part of this stage is interpreting and
assessing the research results
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PREPARATION OF RESEARCH REPORT
• Research report is a complete statement of
everything done in a research project
• Includes a write-up of each of the previous
stages as well as the strategic recommendations
from the research
• It should be clear and unambiguous with
respect to what was done and what
recommendations are made
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LIMITATIONS OF THE RESEARCH PROCESS
• Test marketing: The major goal is to measure
new product sales on a limited basis where
competitive retaliation and other factors are
allowed to operate freely
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LIMITATIONS OF THE RESEARCH PROCESS
• Problems that could invalidate test marketing
study results:
• Test market areas are not representative of the
market
• Sample size and design are incorrectly
formulated
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LIMITATIONS OF THE RESEARCH PROCESS
• Pretest measurements of competitive brand sales
•
•
•
•
are not made or are inaccurate
Test scores do not give complete support to the
study
Test market products are advertised or promoted
beyond a profitable level
Effects of factors that influence sales are ignored in
the research
Test-market period is too short to determine
whether the product will be repurchased
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MARKETING INFORMATION SYSTEMS
• Marketing decision support system - A
coordinated collection of data, tools, and
techniques involving both computer hardware
and software
• A popular form of marketing information system
• Marketers use this to gather and interpret
relevant information for decision making
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MARKETING INFORMATION SYSTEMS
• Require three types of software:
• Database management software for sorting and
retrieving data from internal and external
sources
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MARKETING INFORMATION SYSTEMS
• Model base management software that contains
routines for manipulating data
• Dialog system that permits marketers to
explore databases and use models to produce
information
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MARKETING INFORMATION SYSTEMS
• Marketing decision support systems are
designed to handle information from both
internal and external sources
• Internal information includes such things as sales
records, inventory data, or expenditure data
• External information concerns changes in
environment that could influence marketing
strategies
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