WEEK FIVE – BUSI 2204B

Agenda:
Chapter 5: Marketing Research

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The Role of Marketing Research
• Marketing research is about gathering information about
customers, their needs, and the marketplace in which
they operate
• The marketplace is constantly changing, so marketing
research brings clarity to the unknown aspects of the
marketplace
• Marketing research does not solve the problem on its
own

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The Role of Marketing Research
• Descriptive role: presenting factual statements

• Diagnostic role: explaining relationships within data

• Predictive role: predicting results of a marketing

decision (“What if?”)

3
 4

The Marketing
Research
Process
Types of research design
• Exploratory
• Conclusive
• Descriptive
• Casual

The Marketing
Research
Process
Collect the
Data
Secondary versus Primary Data

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Qualitative Data Collection
Methods
• Interviews: best as one-on-one but are often costly and
take a considerable amount of time

• Focus Groups: Small groups that fit your target

segment and are guided by a professional

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Quantitative Data Collection
Methods
• Survey Research: A researcher interacts with people
• Personal Interviews: One-on-one…costly
• Mall Intercept Interviews: Is it representative?
• Telephone Interviews: Not as costly, but annoying
• Surveys: Mail surveys less expensive, low response
rate…replaced by Survey Monkey?

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 Typical
Problems
in Wording
Questions

Source: Murray Sang 10

Analyze the
Data
Analyzing
the Data

Source: Murray Sang 12

Present the
report
Provide follow-
up
 When to Conduct Market
Research?
• The first step in the process is to understand the problem

• Be willing to admit you don’t have the answers

• Through market research you can create a more efficient

and effective company

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