Marketing Research is the
systematic and objective identification, collection, analysis and use of information for the purpose of improved decision making related to the identification and solution of problems and opportunities in Marketing. American
Marketing Association
Marketing Research Defined
Problem DefinitionOrganization Symptoms Based on Symptom True ProblemTwenty-year-old neighborhood swimming association in a major city.
Membership has been declining for years. New water park with wave pool and water slides moved into town a few years ago.
Neighborhood
residents
prefer the
expensive
water park and
have negative
image of
swimming
pool.
Demographic
changes: Children
in this 20-year-old
neighborhood
have grown up.
Older residents no
longer swim
anywhere.
Problem Definition: Understand the Symptoms of the Problem
The Iceberg Principle
The principle indicating that the dangerous part of many business problems is neither visible to nor understood by managers.
Marketing Research
Problem Identification Research
- Market Potential
- Market Share
- Image Research
- Market Characteristics
- Sales Analysis
- Forecasting Research
- Business Trends
Research
Problem Solving Research- Segmentation Research: basis of segmentation; establish market potential & responsiveness for various segments; select target markets and create lifestyle profiles; demography, media and product image characteristics.- Product Research: concept testing, package testing, product modification, brand positioning and repositioning, market testing, control store tests.- Pricing Research: relevance of pricing in brand selection, pricing policies, price elasticity of demand, response to price changes.- Promotion Research: budget, sales and promotion relationship, IMC campaign, copy and media decisions, creative testing, evaluation of adv. effectiveness. - Distribution Research: type, attitudes of channel members, channel margins, location of retail and wholesale outlets.
Classification of Marketing Research
Marketing Research Process
Step 1: Problem DefinitionStep 2: Development of an Approach to the
ProblemStep 3: Research Design FormulationStep 4: Fieldwork or Data CollectionStep 5: Data Preparation and AnalysisStep 6: Report Preparation and Presentation
Management Decision Problem Vs. Research Problem
Management Decision Problem Research Problem/ Questions
Should a new product be To determine consumerintroduced? preferences and
purchase intentions for the proposed new
product. Should the advertising To determine the
effectivenesscampaign be changed? of the current
advertisingcampaign.
Should the price of the To determine the price
elasticitybrand be increased? of demand and the
impact on salesand profits of various
levels of price changes.
A Classification of Research Designs
Single Cross-Sectional Design
Multiple Cross-Sectional Design
Research Design
Conclusive Research Design
Exploratory Research Design
Descriptive Research
Causal Research
Cross-Sectional Design
Longitudinal Design
Exploratory & Conclusive Research Differences
Objective:
Character-istics:
Findings/ Results:
Outcome:
To provide insights and understanding.
Information needed is defined only loosely. Research process is flexible and unstructured. Sample is small and non-representative. Analysis of primary data is qualitative.
Tentative.
Generally followed by further exploratory or conclusive research.
To test specific hypotheses and examine relationships.
Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is quantitative.
Conclusive.
Findings used as input into decision making.
Exploratory Conclusive
Consumption of Various Soft Drinks by Various
Age Cohorts
8-1920-2930-3940-4950+
Age 1960 1969 19791950
52.945.233.923.218.1
62.660.746.640.828.8C1
73.276.067.758.650.0C2
81.075.871.467.851.9C3
C8C7C6C5C4
C1: cohort born prior to 1900C2: cohort born 1901-10C3: cohort born 1911-20C4: cohort born 1921-30
C5: cohort born 1931-40C6: cohort born 1940-49C7: cohort born 1950-59C8: cohort born 1960-69
Percentage consuming on a typical day
The Sampling Design Process
Define the Population
Determine the Sampling Frame
Select Sampling Technique(s)
Determine the Sample Size
Execute the Sampling Process
Classification of Sampling TechniquesSampling Techniques
Non probabilitySampling Techniques
ProbabilitySampling Techniques
ConvenienceSampling
JudgmentalSampling
QuotaSampling
SnowballSampling
SystematicSampling
StratifiedSampling
ClusterSampling
Simple RandomSampling
Questionnaire Definition• A questionnaire is a formalized set of
questions for obtaining information from
respondents. • Questionnaire technique is generally associated
with Survey research, but it is also frequently used
as the measurement instrument in experimental
(causal) research.
1) Preliminary Decision2) Question Content3) Question Phrasing4) Response Format5) Question Sequence6) Layout of the questionnaire7) Pretest and Revision
Questionnaire Design Process
Step 1. Specify The Information Needed
Step 2. Type of Interviewing Method
Step 3. Individual Question Content
Step 4. Overcome Inability and Unwillingness to Answer
Step 5. Choose Question Structure
Step 6. Choose Question Wording
Step 7. Determine the Order of Questions
Step 8. Form and Layout
Step 9. Reproduce the Questionnaire
Step 10. Pretest
Questionnaire Design Checklist
Questionnaire CheckingA questionnaire returned from the field may be unacceptable for several reasons.– Parts of the questionnaire may be incomplete.– The responses show little variance. – One or more pages are missing.– The questionnaire is received after the preestablished
cutoff date.– The questionnaire is answered by someone who does
not qualify for participation.
CodingCoding means assigning a code, usually a number, to each possible response to each question. The code includes an indication of the column position (field) and data record it will occupy.
Coding Questions• Fixed field codes, which mean that the number of records for each respondent is
the same and the same data appear in the same column(s) for all respondents, are highly desirable.
• If possible, standard codes should be used for missing data. Coding of structured questions is relatively simple, since the response options are predetermined.
• In questions that permit a large number of responses, each possible response option should be assigned a separate column.