The

Marketing
Research process
Marketing 2 course lecture
Prepared by: Irena Antošová
Marketing research importance

• To find out consumer and customer needs

• Get to know the market
• To identify business opportunities
• To reduce business risk
• To find out where to advertise
• To identify customer requirements
• To improve selling techniques
The stages of the research process

Problem identification and definition

Project Planning

Tentative analysis of the situation

Primary Research Planning

Data collection

Data analysis

Presenting the Findings

Problem Identification

A well defined problem is half-resolved.

• Precise specification
• The cost/benefit of the research
• The client – researcher relationship
(organization)
Defining the objectives

• The main research objective follows-up an issue

• Decomposition of the main objectives
• Clear and easy to understand
• Precise
• SMART
• Expressed in programme questions

If the company is not ready to face the possibility

that the research may bring negative findings,
then they are still not adequately prepared.
Project Planning

Stipulating the research project plan:

• bespoke and befitting the situation
• unique (no templates)
• detailed
• is the basis for cooperation with the agency,
managing the research team
• is a prerequisite for checking on
implementation progress and outcome
Research Plan Content

• Problem issue and purpose of the research

• Research objectives
• Methodology (quantitative X qualitative methods)
• Timetable
• Costs
• Competences
• Ensuring data security and confidentiality
• Other possible additions
Mind Maps
Mind Maps

• Personal/work
• Paper/electronic
(e.g. SimpleMind, Edraw)
• Research planning and organization overview
• Quick orientation
• Simple association
• Checking project status
• Continuous updating
Mind Maps – brainstorming

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Tentative (Indicative) analysis

• Familiarization with the problem context

• Secondary analysis
• Descriptive, diagnostic, prognostic research
• Early problem resolution options

Data:
• Secondary X Commercial
• Internal X External
• Status X Flow
• Microdata X Aggregated data
Determination of hypotheses

The hypothesis is a claim about an as-yet unknown status

of two or more phenomena in the studied domain, which
can be tested.

Example:
Alcohol consumption is not dependent on gender.

Divided into:
• descriptive
• explanatory
Primary Research Planning

1. Data characteristics
2. Data collection techniques
(polling, observation, experiment)
3. Data processing methods
4. Competent persons and their
qualifications
5. Primary research budget
6. Ensuring data security and confidentiality
7. Using the information obtained
Research methods
Characteristics Quantitative research Qualitative Research
Methods used Analysis of secondary data and Psychological exploration,
materials, standardized interview, indirect projective
written questionnaire techniques, in-depth
individual interviews, group
interviews, expert interviews
Polling method The exact order of the questions Open-ended questions,
and issues set out. number of questions not
determined
Interviewer Well briefed layman Psychologist, expert
interviewer
Contact Oral, written, telephone Intensive personal
Catchment size Representative sample of several Small sample of a few dozen
hundred or thousand respondents. respondents.
Data analysis Statistical procedures, first and Evaluation of cases,
foremost. qualitative analysis methods.
Thank you for your attention!