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Marketing Management
Chapter 4 – Conducting
Marketing Research

Dr. Manoochehr Najmi

Graduate School of Management and Economics
Sharif University of Technology
1399-00 (2)
 Chapter Questions

 What constitutes good marketing research?

 What are the best metrics for measuring
marketing productivity?
 How can marketers assess their return on
investment of marketing expenditures?

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 Marketing Information System
(MKIS)

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 What is Marketing Research?

Marketing research is the systematic

design, collection, analysis, and
reporting of data and findings relevant
to a specific marketing situation facing
the company.

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 Types of Marketing Research Firms

Syndicated-service: gather consumer and trade information

and sell. Not for any specific client.

Custom: carry out specific projects

Specialty-line: provide specialized research services-

Interviewing services

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 The Marketing Research Process

 Define the problem and research objectives

 Develop the research plan
 Collect the information
 Analyze the information
 Present the findings
 Make the decision

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 Step 1: Define the Problem and
research objectives

 Careful definition: not to define the problem too

broadly or too narrowly
 An agreement between marketing managers
and marketing researchers.

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Types of Research

Exploratory

Descriptive

Causal

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 Step 2: Develop the Research Plan

 Data sources
 Research approaches
 Research instruments
 Sampling plan
 Contact methods

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 Data sources

Secondary

Primary

 Data sources
 Research approaches
 Research instruments
 Sampling plan
 Contact methods
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 Research Approaches

 Observational and ethnographic

 Focus group
 Survey
 Behavioral
 Experimental
 Data sources
 Research approaches
 Research instruments
 Sampling plan
 Contact methods
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Focus Groups

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 Research Instruments

 Questionnaires (closed-end and open-end)

 Qualitative Techniques (unstructured
Measurement)
 Technological Devices

 Data sources
 Research approaches
 Research instruments
 Sampling plan
 Contact methods 4-13
Qualitative Techniques

Word Associations

Projective Techniques

Visualization

Brand Personification

Laddering
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Projective Techniques

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 Technological Devices
 Galvanometers
 Tachistoscope (visual perception)
 Eye cameras
 Audiometers
 GPS

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 Sampling Plan

 Sampling unit: Who is to be surveyed?

 Sample size: How many people should be
surveyed?
 Sampling procedure: How should the
respondents be chosen?

 Data sources
 Research approaches
 Research instruments
Sampling plan

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 Contact methods
 Contact methods

 Mail contacts
 Telephone contacts
 Personal contacts
 Online contacts

 Data sources
 Research approaches
 Research instruments
Sampling plan

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 Contact methods
 Step 6: Make the decision
What is a
Marketing Decision Support System
(MDSS)?
 A marketing decision support system is a
coordinated collection of data, systems, tools,
and techniques with supporting hardware and
software by which an organization gathers and
interprets relevant information from business
and environment and turns it into a basis for
marketing action.

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 Table 4.2 Characteristics of
Good Marketing Research

 Scientific method
 Research creativity
 Multiple methods
 Interdependence of models and data
 Value and cost of information
 Healthy skepticism
 Ethical marketing

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What are Marketing Metrics?

Marketing metrics are the set of measures

that helps marketers quantify, compare, and
interpret marketing performance.

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 Sample Marketing Metrics
Internal
External
 Awareness of goals
 Awareness
 Commitment to goals
 Market share
 Active innovation support
 Number of complaints
 Resource adequacy
 Customer satisfaction
 Staffing/skill levels
 Distribution
 Desire to learn
 Total number of
 Willingness to change
customers
 Freedom to fail
 Loyalty
 Autonomy

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 What is Marketing-Mix Modeling
(MMM)?
Marketing-mix models analyze data from a
variety of sources, such as retailer scanner data,
company shipment data, pricing, media, and
promotion spending data, to understand more
precisely the effects of specific marketing
activities.

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Source: Nielsen
Figure 4.3 Marketing Dashboard

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 Table 4.4 Sample Customer-Performance
Scorecard Measures

 % of new customers to average #

 % of lost customers to average #
 % of win-back customers to average #
 % of customers in various levels of satisfaction
 % of customers who would repurchase
 % of target market members with brand recall
 % of customers who say brand is most preferred

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 For Review

 What constitutes good marketing research?

 What are the best metrics for measuring
marketing productivity?
 How can marketers assess their return on
investment of marketing expenditures?

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