Exploring

Marketing Research
Chapter 3:
William G. Zikmund
The Marketing Research Process

Information
Reduces Uncertainty
Helps focus decision making

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Types of Research
Exploratory
Descriptive
Causal

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Uncertainty Influences the Type of Research

CAUSAL OR
DESCRIPTIVE

COMPLETELY
CERTAIN

ABSOLUTE
AMBIGUITY

EXPLORATORY

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Degree of Problem Definition

Exploratory Research
Descriptive Research
Causal Research
(Unaware of Problem)(Aware of Problem)
(Problem Clearly Defined)
possible situation

Our sales are declining and What kind of people are buying Will buyers purchase more of
we dont know why.our product? Who buys our
our products in a new package?
competitors product?
Would people be interested
Which of two advertising
in our new product idea?
What features do buyers prefer campaigns is more effective?
in our product?

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Exploratory Research
Secondary Data
Experience Survey
Pilot Studies

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Exploratory Research
Initial research conducted to clarify and
define the nature of a problem
Does not provide conclusive evidence
Subsequent research expected

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Descriptive Research
Describes characteristics of a population or
phenomenon
Some understanding of the nature of the
problem

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I keep six honest serving men, (they

taught me all I knew), their names are
and
what, and why, and
and where and when,
how,
who.
--Rudyard Kipling

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Descriptive Research Example

Weight Watchers average customer:
Woman about 40 years old
Household income of about $50,000
At least some college education
Trying to juggle children and a job

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Descriptive Research Example

Mens fragrance market:
1/3 size of womens fragrance market
But growing at a faster pace
Women buy 80 % of mens fragrances

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Causal Research
Conducted to identify cause-and-effect
relationships

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IDENTIFYING CAUSALITY
A causal relationship is impossible to prove.
Evidence of causality:
1. The appropriate causal order of events
2. Concomitant variation--two phenomena vary
together
3. An absence of alternative plausible
explanations

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Stages of the Research Process

Problem Discovery
and Definition

Research
Design

Discovery and
Definition

and so on
Conclusions and
Report

Sampling
Data Processing
and Analysis
Data
Gathering

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Research Stages
Cyclical process - conclusions generate new
ideas
Stages can overlap chronologically
Stages are functionally interrelated
Forward linkages
Backward linkages

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Problem
discovery

Problem Discovery
and Definition

Sampling

Selection of
exploratory research
technique

Secondary
(historical)
data

Experience
survey

Probability

Pilot
study

Case
study

Data
Gathering
Data
Processing
and
Analysis

Problem definition
(statement of
research objectives)

Experiment
Laboratory

Conclusions
and Report

Survey
Field

Interview

Nonprobability

Collection of
data
(fieldwork)
Editing and
coding
data
Data
processing

Selection of
basic research
method

Research Design

Selection of
exploratory research
technique

Questionnaire

Observation

Secondary
Data Study

Interpretation
of
findings

Report

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The Marketing Research

Process
Problem
Selection
of
Discovery

Sample Design

Exploratory
Research

Collection of the
Data

Selection of the
Basic Research
Method
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The Research Process

(cont.)

Editing and
Coding

Report

Data Processing

Interpretation of
the Findings
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Stages in the Research Process

Problem discovery and problem definition

Research design
Sampling
Data gathering
Data processing and analysis
Conclusions and report
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Problem Discovery and

Definition

First step
Problem, opportunity, or monitor operations
Discovery before definition
Problem means management problem

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The formulation of the problem

is often more essential than its
solution
Albert Einstein

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State the research

questions and research
objectives

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Hypothesis
A statement that can be refuted by empirical
data

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If you do not know where you are going,

any road will take you there.

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Secondary
(historical)
Data

Pilot
Study

Experience
Survey

Case
Study

Exploratory
Research

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Exploratory Research
Techniques - Two Examples
Secondary Data (Historical Data)
Previously Collected
Census of Population
Literature Survey

Pilot Study
A number of Diverse Techniques

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Focus Group Interview

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Research Design
Master plan
Framework for action
Specifies methods and procedures

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Basic Research Methods

Surveys
Experiments
Secondary data
Observation

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Selecting a Sample

Sample: subset
of a larger population.

SAMPLE

POPULATION

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Sampling
Who is to be sampled?
How large a sample?
How will sample units be selected?

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Data Gathering Stage

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Data Processing and Analysis

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Conclusions and Report Writing

Effective communication of the research
findings

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Research Proposal
A written statement of the research design
that includes a statement explaining the
purpose of the study
Detailed outline of procedures associated
with a particular methodology

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Research Program Strategy

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Defining Problem Results in

Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation
Problem Definition

Exploratory
Research
(Optional)

Statement of
Research Objectives
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