3.

Marketing
Research
By: Mtra. Mariana Sierra
The sales of Pedigree, the brand of pet food, are
decreasing 20%. The marketing team wants to know
why customers aren’t buying Pedigree anymore.
Find out why?
Make research:
1. What is the purpose of the research?
2. Mention 3 things we need to know to solve the
main question.
3. How can we collect the information?
4. Who will answer the survey?
5. Prepare the survey in Google Forms with 10
questions.
Learning Objectives
General Objective

To understand how marketing research

methodology helps marketer gather
information for decision making.

Kerin, Hartley & Rudelius. (2014). Marketing. McGraw-Hill, México.

 Learning Objectives
Marketing Information Systems
1. Explain how the marketing information
systems lead to marketing actions.
1. Describe the 5 step marketing research
approach that leads to marketing actions.
Marketing Information Systems
What is it?

People, technology and

procedures to obtain
marketing information.

• Collect, analyze and distribute.

• Precise, timely and reliable information.

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Marketing Information Systems
Sources of Information

Internal Databases

Marketing
Marketing Intelligence information
System
Marketing Research

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Marketing Information Systems
Sources of Information

Internal Databases.
Electronic collections
of information about
the customers and
products of the
company.

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Marketing Information Systems
Sources of Information

Marketing Intelligence.
Systematic collection and
analysis of public
information regarding
competitors and
environmental forces.

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Marketing Information Systems
Sources of Information

Marketing Research.
Process of defining a
marketing problem,
systematically collecting
and analyzing information
and recommending
actions.

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Marketing Research
5 Step - Marketing Research Approach

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Marketing Research
5 Step - Marketing Research Approach
Step 1. Define the Problem
To explore consumer habits To evaluate a prototype of a new product

To measure advertising effectiveness To decide if the new packaging is a “go”

Marketing Research
5 Step - Marketing Research Approach
Step 1. Define the Problem

What is the purpose of the research?

Exploratory Descriptive
Causal Research
Research Research
To provide ideas about To find the frequency To determine the
a vague problem. with which something extent to which the
Brainstorming. occurs. change in one factor
changes another one.

“Are the needs of the
consumer satisfied?”
“Which product
“How much does the
concept, A or B, is of
sales will vary when the
best interest to our
price increases?”
target market?”

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Marketing Research
5 Step - Marketing Research Approach

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Marketing Research
5 Step - Marketing Research Approach
Step 2. Develop the Research Plan
1. Mention the data needed for a research:

Exploratory Descriptive
Causal Research
Research Research

Generate ideas for

Select a product
new product Define a price range.
concept.
development.

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Marketing Research
5 Step - Marketing Research Approach
Step 2. Develop the Research Plan
2. Determine how to collect the data:

• Sampling Methods

• Data Collection Methods

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Marketing Research
5 Step - Marketing Research Approach
Step 2. Develop the Research Plan
Sampling Methods.
Selecting a group of
distributor, customer or
prospects for the research.

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Marketing Research
5 Step - Marketing Research Approach
Step 2. Develop the Research Plan
Sampling Methods.

● Probability Sampling

● Nonprobability Sampling

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Marketing Research
5 Step - Marketing Research Approach

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014
Step 3. Collect Relevant Information
Secondary Data

Internal Secondary Data:

• Financial Budget
• Sales Forecast
• Actual Sales
• Customer Complaints Report.

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Step 3. Collect Relevant Information
Secondary Data

External Secondary Data:

• Marketing Journals (Scientific Articles)
• Market Reports (Euromonitor)
• Market Analysis (Hofstede Insights)
• Statistical Data (INEGI)
• Social Media Reports (Talkwalker)

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Step 3. Collect Relevant Information
Secondary Data

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

 Step 3. Collect Relevant Information

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Step 3. Collect Relevant Information
Primary Data

1. Observational Data
Facts obtained by watching how people
actually behave.

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Step 3. Collect Relevant Information
Primary Data

1. Observational Data
a) Mechanical Methods
Devices transmit data of behavior.

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Step 3. Collect Relevant Information
Primary Data

1. Observational Data
b) Personal Methods
Reveals what people do.

• Mystery Shoppers

• Ethnographic Research

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Step 3. Collect Relevant Information
Primary Data

1. Observational Data
c) Neuromarketing Methods
Used to observe responses to non-conscious
stimuli through neural activity. Reveals why.

● Brain Scanning
● Eye Tracking
● Skin Conductance
Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014
 Step 3. Collect Relevant Information

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Step 3. Collect Relevant Information
Primary Data

2. Questionnaire Data

Facts obtained by asking attitudes, intentions

and behaviors. 2 methods:

a) Idea Generation
b) Idea Evaluation

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Step 3. Collect Relevant Information
Primary Data

2. Questionnaire Data

Qualitative Data Quantitative Data

Non-numerical information. Quantifiable information.
Attitudes, behaviors, How many? How often? How
emotions. much?
Obtained in idea generation Obtained in idea evaluation
and observational methods. methods.
“Karla smells the shampoo in
“Karla purchases shampoo 6
the supermarket before
times a year.”
buying a brand.”

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

 Step 3. Collect Relevant Information
Primary Data

2. Questionnaire Data
a) Idea Generation Methods

• Find deep insights.

• Qualitative Data.
• Open-ended questions.
• Semi-structured (“Interview
Schedule” which mentions the
data needed for the research).
Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014
Marketing Information Systems
Marketing Research Approach – Collect Information
Interview Schedule Example:
 Step 3. Collect Relevant Information
Primary Data

2. Questionnaire Data
a) Idea Generation Methods
I. Individual Interviews (Depth Interview)
• One researcher & one
respondent.
• Follow up questions.
• Expensive.

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Chapter Two Slide
 Step 3. Collect Relevant Information
Primary Data

2. Questionnaire Data
a) Idea Generation Methods
II. Focus Groups
• 6 to 10 respondents.
• Moderator.
• Recorded in special rooms with
one-way mirror.
• Peer support to uncover ideas.
https://www.youtube.com/watch?feature=youtu.be&v=whpJ19RJ4JY&sfns=mo&app=desktop
Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014
Step 3. Collect Relevant Information
Primary Data

2. Questionnaire Data
b) Idea evaluation Methods
• Test ideas.
• Quantitative Data (use of statistical
inference).
• Questionnaires.
• Structured and worded precisely.
• Personal or online.
Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014
Step 3. Collect Relevant Information
Primary Data

Types of questions in a questionnaire:

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014
 Step 3. Collect Relevant Information

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Step 3. Collect Relevant Information
Primary Data

3. Primary Data: Other Sources

a) Social Media
Poll visitors in real time.

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Chapter Two Slide

Step 3. Collect Relevant Information
Primary Data

3. Other Sources
b) Panels
To analyze changing behavior over time.

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Step 3. Collect Relevant Information
Primary Data

3. Other Sources
c) Experiments
Manipulate factors under controlled conditions to
test cause and effect.

• Independent variables (Cause or marketing

driver).
• Dependent variable (Result).
• Example: Test Markets.
Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014
Step 3. Collect Relevant Information
Primary Data

3. Other Sources
d) Big Data. Large amount of
data collected from a
variety of sources (scanners
in checkout counters,
cookies, usage history in
phones, internet of things).

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

 Step 3. Collect Relevant Information
Primary Data

3. Other Sources

e) Data Analytics.
Efficiently transforming
data in useful
information.

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Marketing Research
5 Step - Marketing Research Approach
Step 3. Collect Relevant Information

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Marketing Research
5 Step - Marketing Research Approach

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Marketing Research
5 Step - Marketing Research Approach
Step 4. Develop findings.

Cross Tabulations.
Analyze data
involving two or
more variables to
discover relations.

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Marketing Research
5 Step - Marketing Research Approach
Step 4. Develop findings.

Marketing Dashboard.
Creative way to
present findings
graphically.

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014

Marketing Research
5 Step - Marketing Research Approach

Kerin, Hartley, Rudelius, Marketing, McGrawhil, 2014