Marketing Research
Marketing Research Defined
The systematic and objective process of generating
information for aid in making marketing decisions.
The Marketing Research Process
1. Define the Problem
2. Develop an Approach to the Problem
Type of Study? Exploratory, Descriptive,
Causal?
Mgmt & Research Questions, Hypotheses
3. Formulate a Research Design
Methodology or Questionnaire Design
4. Fieldwork
5. Prepare & Analyze the Data
6. Prepare & Present the Report
Marketing Research Types
Basic Research
Attempts to expand the limits of knowledge
Not directly involved in the solution to a
pragmatic problem
Applied Research
Conducted when a decision must be made
about a specific real-life problem
 Using Marketing Research
 We can use Marketing Research to:
 Identify & Evaluate Opportunities
 Analyze Market Segments
 Select Target Markets
 Plan & Implement Marketing Mixes
 Analyze Marketing Performance
 Performance Monitoring Research
Research that regularly provides feedback for
evaluation and control.
Determining When to Conduct Marketing Research
1.Time constraints 2.Availability of data
3.Nature of the decision 4.Benefits versus costs
ALWAYS Remember
Marketing Research is a tool. It assists
marketing managers in their decision making.
IT IS NOT A REPLACEMENT FOR
MANAGERIAL JUDGEMENT!!
Sampling techniques & sample size
Population:
a set which includes all measurements of
interest to the researcher. (The collection of all
responses, measurements, or counts that are of
interest)
Sample:
A subset of the population.
Why sampling?
Get information about large populations
1.Less costs 2.Less field time
3.More accuracy 4.When it’s impossible to study
the whole population.
Target Population:
The population to be studied/ to which the
investigator wants to generalize his results.
Sampling Unit:
smallest unit from which sample can be selected.
Sampling scheme
Method of selecting sampling units from sampling
frame.
Types of sampling
Non-probability samples
Convenience samples (ease of access)
sample is selected from elements of a
population that are easily accessible
Snowball sampling (friend of friend….etc.)
Purposive sampling (judgemental)
You chose who you think should be in the study
Quota sample - Probability of being chosen is
unknown
Cheaper- but unable to generalize potential for
bias
Probability sample
Allows application of statistical sampling theory
to results to:
1.Generalise 2.Test hypotheses
Methods used in probability samples
Simple random sampling
Each subject has a known probability of being
selected
Systematic sampling
Ratio between sample size and population size
Stratified sampling
Multi-stage sampling
Cluster sampling
a group of sampling units close to each other.
Conclusions
Probability samples are the best.
Ensure:
Representativeness | Precision
Errors in sample
Systematic error (or bias)
Inaccurate response (information bias)
Sampling error (random error)
Top 1 error
The probability of finding a difference with our
sample compared to population, and there really
isn’t one….
Known as the α (or “type 1 error”)
Usually set at 5% (or 0.05)