Zoom Etiquette:

• Make sure your full name shows up appropriately.

• Mute your microphone. Turn it on when it is your
turn to speak.
• Use the Zoom functions to communicate if needed
(e.g. chat, raise hand, react, answering poll)
• Use an appropriate Zoom background if you wish.
• Setup your camera properly. Open it at the start of
the class.
• Be an active listener. Pay attention to the speaker.
• Ask questions. Take down notes. And enjoy each
session.
The class will start at 10:10 am.
 What’s for Today?
• Unit II: The Market/Marketing Research Process
• Module 3: Research Design Formulation (continuation)
• Module 4: Data Collection
• Module 5: Data Processing and Analysis
• Module 6: Interpretation and Presentation of Results
 UNIT II: The
Market/Marketing Research
Process

Module 3:
Research Design Formulation
Classification of Market Research Designs
I. Exploratory Research Design
II. Conclusive Research Design
A. Descriptive Research
a. Cross-Sectional Design
i. Single Cross-Sectional Design
ii. Multiple Cross-Sectional Design
b. Longitudinal Design
B. Causal Research
 Types of Descriptive Research
1. Market studies – size of a market, buying power of
consumers, availability of distributors, consumer profiles
2. Market share studies – proportion of total sales received by
a company and its competitors
3. Sales analysis studies – sales by geographic region and
product line, type, and size of the account
4. Image studies – consumer perceptions of a firm and its
products
 Types of Descriptive Research
5. Product usage studies – consumption patterns
6. Distribution studies – traffic flow patterns and number and
location of distributors
7. Pricing studies – range and frequency of price changes and
probable consumer response to proposed price changes
8. Advertising studies – media consumption habits and
audience profiles for specific type of media
 Types of Cross-Sectional Design
CSD – collection of information from any given sample of population elements
only once

1. Single CSD – sample survey research design; only one sample of

respondents is drawn from the target population, and information is obtained
from the sample only once

2. Multiple CSD – two or more samples of respondents, and information from

each sample is obtained only once; different times over long intervals;
comparison at the aggregate level only; e.g. cohort analysis
 Longitudinal Design
LD – involves a fixed sample (or samples) of population elements that is
measured repeatedly on the same variables

Sample remains the same over time; provides a vivid illustration of the
situation and the changes taking place over time

Panel – sample of respondents who have agreed to provide information at

specified intervals over an extended period
 UNIT II: The
Market/Marketing Research
Process

Module 4:
Data Collection
 Types of Data
1. Primary data
• Originated by a researcher for the specific purpose of their
research problem
• Expensive and time consuming
2. Secondary data
• Already been collected for purposes other than the research
problem
• Can be located quickly and inexpensively
Criteria for Evaluating Secondary Data
Criteria Issues Remarks
Specifications/ Data collection method Data should be reliable,
Methodology Response rate valid, and generalizable
Quality of data to the problem at hand.
Sampling technique
Sample size
Questionnaire design
Fieldwork
Data analysis
Error/Accuracy Examine errors in: Assess accuracy by
approach, research comparing data from
design, sampling, data different sources
collection, data
analysis, reporting
Criteria for Evaluating Secondary Data
Criteria Issues Remarks
Currency Time lag between Census data are
collection and periodically updated by
publication syndicated firms.
Frequency of updates
Objective Why were the data The objective will
collected? determine the relevance
of the data.
Nature Definition of key Reconfigure the data to
variables increase their
Units of measurement usefulness, if possible.
Categories used
Relationships examined
Criteria for Evaluating Secondary Data
Criteria Issues Remarks
Dependability Expertise, credibility, Data should be
reputation, and obtained from an
trustworthiness of the original rather than an
source acquired source.
 Sampling Design Process
1. Define the target population
- Collection of elements or objects that possess the information sought by
the researcher and about which inferences are to be made
- Translate the problem definition into a precise statement of who should
and should not be included in the sample
- Element – object that possesses the information sought by the researcher
and about which inferences are to be made
- Sampling unit – basic unit consisting the elements of the population to be
sampled
 Sampling Design Process
2. Determine the sampling frame
- Representation of the elements of the target population; list or set of directions for
identifying the target population

3. Selecting a sampling technique

- Bayesian approach – elements are selected sequentially; after each element is
added to the sample, the data are collected, sample statistics computed, and
sampling costs determined
- Traditional approach – entire sample is selected before data collection begins
- Sampling with replacement vs sampling without replacement
- Probability vs non-probability sampling
 Classification of Sampling Techniques
A. Non-Probability Sampling
1. Convenience Sampling
2. Judgmental Sampling
3. Quota Sampling
4. Snowball Sampling
B. Probability Sampling
1. Simple Random Sapling
2. Systematic Sampling
3. Stratified Random Sampling (Proportional, Equal)
4. Cluster Sampling
5. Other Sampling Techniques
 Sampling Design Process
4. Determining the sample size
Sample Sizes Used in Marketing Research Studies
Type of Study Min. Size Typical Range
Problem identification research 500 1,000-2,500
Problem solving research 200 300-500
Product tests 200 300-500
Test marketing studies 200 300-500
TV/radio/print advertising 150 200-300
Test market audits 10 stores 10-20 stores
Focus groups 2 groups 6-15 groups
5. Execute the sampling process
 Methods of Data Collection
1. Survey method – use of structured questionnaire to a sample of a
population to elicit information from respondents

A. Telephone (phone) interviews – traditional and computer-assisted

telephone interviewing
B. Personal interviews - in-home interviews, mall-intercept personal
interviews, and computer-assisted personal interviews (CAPI)
C. Mail interviews – traditional mail interviews and mail panel
D. Electronic interviews – email and internet/online interviews
 Methods of Data Collection
2. Observation method – involves recording the behavioral patterns of people,
objects, and events in a systematic manner to obtain information about the
phenomenon of interest; as events occur or from records of past events

A. Structured observation – researcher specifies in detail what is to be

observed and how the measurements are to be recorded; for conclusive
research
B. Unstructured observation – observer monitors all aspects of the
phenomenon that seem relevant to the problem at hand; for exploratory
research
 Methods of Data Collection
2. Observation method

A. Disguised observation – respondents are unaware that they are being

observed; enables respondents to behave naturally; uses one way
mirrors, hidden cameras or inconspicuous mechanical devices;
observers may be disguised as shoppers or sales clerks or in other
appropriate roles
B. Undisguised observation – respondents are aware that they are being
observed; observer effect is minor and short-lived or it can seriously
bias the behavior patterns
 Methods of Data Collection
2. Observation method

A. Natural Observation – observing behavior as it takes place in

the environment (e.g. eating fast food at Burger King)
B. Contrived Observation – observing behavior in an artificial
environment (e.g. test kitchen set up in a shopping mall)
 Methods of Data Collection
2. Observation method

A. Personal Observation
- Researcher observes actual behavior as it occurs and does not attempt to
control or manipulate the phenomenon being observed; observer merely
records what takes place (e.g, traffic counts and flows in a department
store)
B. Mechanical Observation
- Mechanical devices record the phenomenon being observed (e.g.,
audimeter, people meter, eye tracking monitors, pupilometers, voice pitch
analyzer, and devices measuring response latency)
 Methods of Data Collection
2. Observation method

C. Audit
- Researcher collects data by examining physical records or performing
inventory analysis; data are collected personally by the researcher and are
based upon counts (e.g., retail and wholesale audits, pantry audit)
D. Content Analysis
- Objective, systematic, and quantitative description of the manifest content
of a communication; unit of analysis may be words, characters, themes,
space and time measures, or topics
 Methods of Data Collection
2. Observation method

E. Trace Analysis
- Data collection is based on physical traces, or evidence, of past behavior
(e.g., browsing and usage behavior using cookies; name, address, phone
number, and access site)
 Methods of Data Collection
Ethnographic Research
- Study of human behavior in its natural context and involves observation of
behavior and setting along with depth interviews; obtains audio and visual
recordings; combines survey and observation methods

Mystery Shopping
- Trained observers pose as consumers and shop at company or competitor-
owned stores to collect data about customer-employee interaction and
other marketing variables; mystery shoppers question the store employees,
mentally take note of the answers, and observe the variable of interest
 Methods of Data Collection
3. Experimentation - used to infer causal relationships

A. Laboratory Environment
- Artificial setting for experimentation in which the researcher constructs the
desired conditions
B. Field Environment
- Experimental location set in actual market conditions
 Methods of Data Collection
3. Experimentation

Test Marketing
- Application of controlled experiment done in limited, but carefully
selected, test markets; involves replication of the planned national
marketing program for a product in the test markets
- Marketing mix variables are varied in test marketing and the sales are
monitored so that an appropriate national marketing strategy can be
identified
- Objectives: to determine market acceptance of the product and to test
alternative levels of marketing mix variables
 Fieldwork
1. Selection of field workers
- Healthy, outgoing, communicative, pleasant appearance, educated, and experienced
2. Training of field workers
- Making the initial contact, asking the questions, probing, recording the answers, and
terminating the interview
3 Supervision of field workers
- Quality control and editing, sampling control, control of cheating, and central office control
4. Validation of fieldwork
- Submitting authentic interviews
5. Evaluation of field workers
- Cost and time, response rates, quality of interviewing, and quality of data
 UNIT II: The
Market/Marketing Research
Process

Module 5:
Data Processing and Analysis
 Primary Scales of Measurement
Scale: Nominal – a scale whose number serve only as labels or tags for
identifying and classifying objects with a strict one-to-one correspondence
between the numbers and the objects
Basic Characteristics: Numbers identify and classify objects
Examples: Social Security numbers, numbering of players
Marketing Examples: Brand numbers, store types, sex classification
Descriptive Statistics: percentages, mode
Inferential Statistics: Chi-square, binomial test
 Primary Scales of Measurement
Scale: Ordinal – ranking scale in which numbers are assigned to objects to
indicate the relative extent to which some characteristics is possessed; it is
possible to determine whether an object has more or less of a characteristic
than some other object
Basic Characteristics: Number indicates the relative positions of the objects but
not the magnitude of differences between them
Examples: Quality rankings, rankings of teams in a tournament
Marketing Examples: Preference rankings, market position, social class
Descriptive Statistics: Percentile, median
Inferential Statistics: Rank order correlation, Friedman ANOVA
 Primary Scales of Measurement
Scale: Interval – scale in which the numbers are used to rate objects such that
numerically equal distances on the scale represent equal distances in the
characteristic being measured
Basic Characteristics: Differences between objects can be compared; zero
point is arbitrary
Examples: Temperature
Marketing Examples: Attitudes, opinions, index numbers
Descriptive Statistics: Range, mean, standard deviation
Inferential Statistics: Product-moment correlations, t-tests, ANOVA, regression,
factor analysis
 Primary Scales of Measurement
Scale: Ratio – highest scale; allows the researcher to identify or classify
objects, rank order the objects, and compare intervals or differences
Basic Characteristics: Zero point is fixed; ratios of scale values can be
computed
Examples: Length, weight
Marketing Examples: Age, income, costs, sales, market shares
Descriptive Statistics: Geometric mean, harmonic mean
Inferential Statistics: Coefficient of variation
 Data Preparation Process
1. Preparing preliminary plan of data analysis
2. Questionnaire checking
3. Editing
4. Coding
5. Transcribing
6. Data cleaning
7. Statistically adjusting the data
8. Selecting a data analysis strategy
 Data Analysis Strategy
1. Problem definition, development of an approach, and research design
2. Known characteristics of the data
3. Properties of statistical techniques
4. Background and philosophy of the researcher
5. Data analysis strategy
 UNIT II: The
Market/Marketing Research
Process

Module 6:
Interpretation and
Presentation of Results
 Report Preparation and
Presentation Process
1. Problem Definition, Approach, Research Design and Field Work
2. Data Analysis
3. Interpretation, Conclusions and Recommendations
4. Report Preparation
5. Oral Presentation
6. Reading of the Report by the Client
7. Research Follow Up