HANOI UNIVERSITY OF SIENCE AND TECHNOLOGY

SCHOOL OF MANAGEMENT & ECONOMICS

PRINCIPLES OF MARKETING

PhD. Nguyen Thi Mai Anh

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 UNIT 1

INTRODUCTION TO MARKETING

1.1 Marketing & Maketing management

1.2 Core Marketing concepts
1.3 Marketing management orientations
1.4 Marketing mix

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 UNIT 2

MARKETING INFORMATION SYSTEM

& MARKET RESEARCH
2.1 Marketing Information System
2.2 Market research

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2.1 MARKETING INFORMATION SYSTEM
▪ Customer insight
▪ Fresh marketing information-based
understandings of customers and the
marketplace that become the basis for
creating customer value, engagement,
and relationships
▪ Big data
▪ The huge and complex data sets
generated by today’s sophisticated
information generation, collection,
storage, and analysis technologies.
MARKETING INFORMATION SYSTEM - MIS

▪ A MIS consists of people &

procedures dedicated to
assessing information needs,
developing the needed
information, and helping decision
makers use the information to
generate and validate actionable
customer and market insights
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MARKETING INFORMATION SYSTEM
 DEVELOPING NEEDED INFORMATION
INTERNAL MARKETING MARKET RESEARCH
DATABASE INTELLIGENCE
- The systematic monitoring, - The systematic
- Data obtained from
collection, & analysis of design, collection,
data sources within the
publicly available analysis, and
company
information about
- sales, revenues, cost, reporting of data
consumers, competitors, &
customer complaints, relevant to a specific
developments in the
satisfaction… marketing situation
marketplace
- Quicker and cheaper
- Data: Government data facing an
than other information
sources
(census data; income, organization.
expenditure statistics);
- Issues: mainternance &
Overseas trade statistics…
storage

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GOOD MIS

▪ Continous system
▪ Relevance
▪ Accuracy
▪ Completeness
▪ Timeliness
2.2 MARKET RESEARCH
MARKET RESEARCH

is the systematic design, collection, analysis, and

reporting of data relevant to a specific marketing
situation facing an organization.
Organization engage in marketing research for two
reasons:
• To identify marketing problems
• To solve marketing problems

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MARKET RESEARCH PROCESS

Implementing the
Define the Develop the
research plan, Interpreting &
problems & research plan for
collecting & reporting the
research collecting
analyzing the findings
objectives information
data
1. DEFINE PROBLEMS & RESEARCH OBJECTIVES
▪ Management problems
▪ Focus on actions – what to do
▪ Decision making
▪ Broader problem
▪ E.g: Should we launch this new product?
▪ Research problems
▪ Focus on research, identify, assess
▪ Collect information
▪ Different aspects of manager problems
▪ E.g: How much customer like this product and their
intention to buy
EXAMPLES
MANAGEMENT PROBLEMS
How to improve customer
satisfaction?
What should we do to improve
customer satisfaction?
Should the company launch this new
product?
RESEARCH PROBLEMS
1. Assess the customer satisfaction
2. Evaluate the impact of factors to
overall customer satisfaction
1. Measure how much customer like
this product?
2. Determine channels that
customer often use to buy this
product?
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RESEARCH OBJECTIVES
▪ Research objectives are the specific activities
(tasks) to answer the RQ
▪ Types of research objectives
▪ General objectives
▪ Broad goals – state what the researcher expects to
achieve in general terms
▪ Specific objectives
▪ Short term and narrow in focus
▪ They are small logical connected parts to achieve
general objectives

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2. RESEARCH PLAN
▪ The arrangement of conditions for collection & analysis of
data in a manner that aims to combine relevance to the
research purpose with economy in procedure
▪ A scheme or plan of action for meeting the research
objectives
▪ A blue-print for conducting a study
▪ How the research will be conducted
▪ Type of data will be collected
▪ Means used to obtain these data
▪ It helps to minimize possible errors and maximize the
reliability and validity of data

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TYPES OF RESEARCH
▪ Which research should be best for the study
Types of research

Collect data
Objectives Data collection
Time

Cross-sectional Exploratory Descriptive Qualitative

research research research research

Logitudinal Co-relational Explanatory Quantitative

research research research research

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DATA SOURCES

Secondary data Primary data

▪ Which data ▪ What kind of data
▪ Who are population
▪ Sources ▪ How to communicate
▪ Time frame with them
▪ How to analyse ▪ What should be the
sampling method and
sample size
▪ How to analyze

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CONTACT METHODS FOR PRIMARY DATA

▪ Indepth interview or focus group

▪ Intercept interview
▪ Mail
▪ Email
▪ Telephone

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SAMPLING METHODS

Non-
probability Convenien
Sampling Judgmenta Quota Snowball
ce
Techniques l Sampling Sampling Sampling
Sampling

Simple
Probability Systematic Stratified Cluster
Random
Sampling Sampling Sampling Sampling
Sampling
Techniques

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RESEARCH INSTRUMENT

▪ Interview guideline
▪ Questionnaire
▪ Structure
▪ Types of information gathered (norminal,
ordinal, interval or ratio)
▪ Scale

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3. COLLECTING DATA

▪ Collecting secondary data

▪ Collecting primary data

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COLLECTING SECONDARY DATA

▪ Types of data
▪ Sources of secondary data
▪ Evaluate secondary data
▪ Sources of full-text publication

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TYPES OF DATA
Secondary data Primary data
▪ Data collected by ▪ Data collected from the
someone rather than the field under the control &
user supervision of an
▪ Or data are already investigator
available i.e., data which ▪ Original data collected
have already been especially for the
collected and analysed purpose of researcher
by someone else.

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SECONDARY SOURCES OF DATA
Quantitative data
Data that Gathered by government & other
organizations or researchers &
already exists
expressed in statistical form
because
someone else Qualitative data
Written by other people/ organizations
has gathered it
& expressed in words such as
newspapers, articles, publications,
books, letters, photographs…

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TYPES OF SECONDARY DATA

Internal External
Data collected by an
Data gathered in house outside organization

Financial record; sales Government statistics;

performance, list of commercial data in the
customer … market; books…
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PROS &CONS

PROS CONS
▪ Less time, cost, effort ▪ Seldom fits with the
▪ Low cost to accquire purpose of researcher
▪ Comparable ▪ Outdated, not timely
▪ Many secondary data ▪ Many others know
are free ▪ Accuracy of secondary
data is unknown

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EVALUATING SECONDARY DATA
▪ Who collected the data
▪ What is the data provider’s purpose or goal
▪ When was the data collected
▪ How the data was collected
▪ What type of data was collected
▪ Whether the data is consistent with data from
other sources
▪ Format, terminologies, consistency
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SOURCES OF PUBLICATIONS – FULL-TEXT
▪ http://www.proquest.com/
▪ http://www.emeralinsight.com/
▪ http://www.sciencedirect.com/
▪ http://www.abscohost.com/
▪ http://www.referenceforbusiness.com/
▪ http://www.marketlineinfo.com/

▪ http://www.na.gov.vn/
▪ http://www.yellowpages.com.vn

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OFTEN FREE ON

▪ SSRN - The Social Science Research Network

▪ Research Gate
▪ Google Scholar

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HOW TO ACCESS

▪ The above academic data sources are

proprietary sources
▪ You need to have account to get access
▪ Friends, relatives
▪ Some web sites offer trial

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COLLECTING PRIMARY DATA

▪ Primary data
▪ Primary sources of data

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PRIMARY DATA

Primary data is a type of

data that is collected by
researchers directly from
first-hand sources (like
interviews, surveys, …)
without going through any
existing sources

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PROS &CONS

PROS CONS
▪ Targeted issues are ▪ More resources
addressed required, high cost
▪ Great control of data ▪ Time consuming
accuracy
▪ Take time to get the
▪ Proprietary data
data

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PRIMARY SOURCES OF DATA
Qualitative data
Data that are Observation In-depth interview
fresh and Focus group Case studies
collected for the
first time Quantitative data
Mail Email
Phone Intercept interview

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IN-DEPTH INTERVIEW

▪ An in-depth interview is an open-

ended, discovery-oriented method
to obtain detailed information about
a given topic from a respondent
▪ Goal is to explore in depth a
respondent's point of view,
experiences, feelings, and
perspectives.
▪ It may take from 30 minutes to more
than 1 hour

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FOCUS GROUP
▪ A technique used to collect data
through group interaction.
▪ An interview conducted by a trained
moderator among a small group of
carefully selected respondents in an
unstructured and natural maner on
a given topic
▪ Group size is about 8-12 people
▪ Used to identify and explore how
people think and behave, and they
throw light on why, what and how
questions.

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MAIL – MERITS & DEMERITS
MERITS DEMERITS
▪ Low cost ▪ Low return rate
▪ Large geographical ▪ Low respondent
coverage
control
▪ Reliable respondent (free
from bias) – adequate time ▪ One way
to think communication – no
▪ Long questionnaire explaination
▪ No field staff required ▪ Slow data collection
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MAIL - NOTE

▪ Used guarantee mail

service
▪ Introductory letter
▪ Attach returned mail
with clear address and
stamp

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TELEPHONE
MERITS DEMERITS
▪ Flexible compare to mailing ▪ Little time – short
▪ Faster than other methods interview
▪ Cheaper than intercept interview ▪ Restricted to responends
▪ Call back are simple & economical who have phones
▪ High respondent rate (high ▪ Not suitable for
pressure on respondents) comprehensive or long
questionnaire
▪ Two ways communication (can
explain easily) ▪ Depend on time
conducting interview
▪ No field staff required
▪ Respondents are passive
▪ Wide coverage of sample
▪ Require trained
interviewer
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TELEPHONE - NOTE

▪ Consider carefully the

time and phone
number

▪ Train interviewer

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INTERCEPT INTERVIEW
MERITS
▪ Highest respondent rate
(Higest pressure on
respondents)
▪ Fast data collection
▪ Two ways communication
(can explain easily)
▪ High level of respondent
control
DEMERITS
▪ Expensive – required
skilled field
interviewer
▪ Sampling might be bias
▪ Short questionnaire
▪ Depend on time and
location for conducting
interview
▪ Respondents are
passive
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INTERCEPT - NOTE

▪ Train the interviewer

▪ Consider carefully the
time and location
▪ Clear sampling
procedure

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QUESTIONNAIRE DEVELOPMENT

▪ Questionnaire development process

▪ Questionnaire structure

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QUESTIONNAIRE DEVELOPMENT
Steps in questionnaire development
1. Decide the information required
2. Select the communication method
(how to reach the respondents)
3. Develop full questions
4. Put questions into a meaningful
order and format
5. Final check
6. Conduct pre-test the questionnaire
7. Finalize the survey form

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1. THE REQUIRED INFORMATION

▪ List down all needed information

▪ Organize into topics
▪ Respondent information
▪ Organization information
▪ Construct information…

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2. COMMUNICATION METHOD

▪ Intercept interview
▪ Mailed questionnaire The more sensitive or
▪ Telephone interview personal the
▪ Email information, the more
personal the data
collection form should
▪ Check the database? be

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3. DEVELOP FULL QUESTIONS

▪ Decide types of
information (norminal,
ordinal, interval or scale)
▪ Write full question
(statement) for each
information required

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ATTENTION IN FORMING QUESTIONS
▪ Simple wording, common understanding
▪ Is question too sensitive
▪ Biased questions?
▪ Is this question really needed? (no question should be
included unless it used for hypothesis testing)
▪ Can the respondent answer the question correctly? Or be
able to answer?
▪ Do the words have the same meaning to all respondents
▪ Are any words or phrases vague
▪ Question has all possible answers?

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4. ORDER OF QUESTIONS
▪ Begin with easy, simple, nonthreatening and interesting
questions
▪ Question flow – One leads easily and naturally to the next
▪ Group questions into the same and logically coherent
section
▪ Special important questions should not put at the very end
of the questionnaire – Try to put in an earlier part of the
questionnaire (if possible)
▪ Do not put too many difficult questions together. Hard
questions are interspersed with easy ones
▪ Hard questions should be put at the end (section or
questionnaire)
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5. FINAL CHECK BEFORE PRE-TEST
▪ Avoid abbreviations
▪ Avoid baised or suggestive questions or term
▪ Pretest to identify confusing question
▪ Provide anonymity to respondents
▪ Do not crowd a page with too many questions
▪ Pay attention to the presentation and layout of
the form
▪ Prescribe or explain key terminologies
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6. PILOTING THE QUESTIONNAIRE
▪ Select small, convenient sample to test the
questionnaire
▪ Purpose:
▪ Have questions been placed in the best order This step is easy to
▪ Questions are understood by all classes of do, inexpensive, but
respondents
▪ Questionnaires as they are worded will achieve often overlooked,
the desired results? therefore no
▪ Questions had all possibilities of answer?
chance to correct
▪ Additional or specifying questions are needed
▪ Are there any questions that should be
the mistake.
eliminated
▪ Are instructions adequate?

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STRUCTURE OF QUESTIONNAIRE

▪ 3 SECTIONS
▪ Section 1: Introduction
▪ Section 2: Respondent information
▪ Section 3: Content questions

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SECTION 1. INTRODUCTION

▪ Introduce researcher or research org

▪ Objectives of the study
▪ Benefits of respondents
▪ Non-disclosure information
▪ Management information
▪ Name, contact, time of survey, signature
▪ Contact address

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SECTION 2. RESPONDENT INFORMATION

▪ Information of respondents or respondent

organization
▪ Classification questions (gender, education;
ownership...)
▪ Need to be carefully thought. These question
should be needed for significant testing
among different groups

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SECTION 3. CONTENT QUESTIONS

▪ Consist of all research questions

▪ Objective oriented questions
▪ Should be structured in topics
▪ Opened questions should be at the end (if
needed)

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TYPES OF QUESTIONS
OPEN-ENDED QUESTIONS CLOSED-ENDED
▪ Questions in which the QUESTIONS
choice of responses are ▪ Questions in which
not specified & responses choices are
respondents must specified & respondents
generate their own must choose answers
responses among available
alternatives

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SCALING TECHNIQUES

Scaling Techniques

Non-
Comparative
comparative
Continous rating Itemized rating
Paired comparison scale scale

Rank order Likert

Sermantic
Constant sum differential

Q sort and other Staple

procedures

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 COMPARATIVE SCALING
PAIRED COMPARISON RANK ORDER

- Respondents will be asked to select one - Respondents are asked to rank items in
object between two object presented order of priority
- E.g. Which one do you prefer: Coke or - E.g. Rank the below criteria in selecting
In
Pepsi? MBA. 1 is the most important and 5 is leats
comparative
important: Brand, study fees, duration,
scaling, the
location, curriculum.
respondent is
asked to CONSTANT SUM Q-SORT & OTHERS
compare one
object with - Respondents are asked to allocate a - Respondents are asked to rank order the
another constant sum of units statements from their point of view.
- E.g. Please divide a constant sum (100) to - It is a comparative scale used to rank order
indicate the relatively important the above procedure to sort objects based on
MBA attributes (Brand, study fees, duration, similarity with respect to some criterion
location…)

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COMMON CLOSED QUESTIONS
1. Dichotomous Scale.
2. Likert Scale.
3. Semantic Differential Scale.
4. Fixed or Constant Sum Rating Scale.
5. Stapel (basic) Scale.
1. DICHOTOMOUS SCALE
The dichotomous scale is used to either
a Yes or NO answer. It is a nominal scale.

EXAMPLE

Question: Do you have a job?

Answer: Yes / No
Question: Your gender?
Answer: Male / Female
LIKERT SCALE
▪ Respondents are asked to indicate a degree of
agreement or disagreement with each of a series of
statements about the stimulus objects
Statements Strongly Disagree Neither Agree Strongly
disagree agree nor agree
disagree
Big C has variety products 1 2 3 4 5

Products in Big C have 1 2 3 4 5

reasonale price
Service is good 1 2 3 4 5

It has convenient location 1 2 3 4 5

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SEMANTIC DIFFERENTIAL

▪ A seven point rating scale with end points

associated with bipolar labels (good & bad;
complex & simle) that have semantic meaning

Modern — — — — — — — Old fashioned

Good — — — — — — — Bad
Clean — — — — — — — Dirty
Important — — — — — — — Unimportant
Expensive — — — — — — — Inexpensive
Useful — — — — — — — Useless
Strong — — — — — — — Weak
Quick — — — — — — — Slow

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STAPLE SCALE
▪ A unipolar scale with ten categories numbered from (-5) to (+5),
without a neutral point (zero). Ths scale is usually presented
vertically

+5 +5
+4 +4
+3 +3
+2 +2
+1 +1
SERVICE QUALITY FRIENDLY PERSONNEL
-1 -1
-2 -2
-3 -3
-4 -4
-5 -5

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EXAMPLE OF CONSTANT SUM
▪ Please allocate 100 points among the below important attributes
of MBA. More point will be given to more important atribute

Attribute Points
1. Brand 25
2. Location 5
3. Duration 20
4. Study fee 20
5. Easy to get Degree 10
6. Curriculum 20
Total 100

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4. REPORTING THE FINDINGS
▪ Analyse the collected data
▪ Report should addresses
▪ Research objectives
▪ Research design
▪ Data collection
▪ Data analysis precedures adopted
▪ Present the results and major findings
▪ It can be a writtern or an oral presentation
▪ Report should use visual aids such as graphs, picture, tables, model
▪ Disseminate the result
▪ Publications
▪ Attending the conference
WEBSITE USE FOR PARAPHRASING

▪ Quillbot.com
▪ Paraphrasing-tool.com
▪ Articlerewritertool.com

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