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CHAPTER 3: THE MARKETING RESEARCH

Principles of Marketing
Assoc. Prof. Dr. Thu Huong Pham
Mobile: 0912522490
Email: huongftu1@gmail.com
1. Marketing research
2. Marketing research process
2.1.Defining the problem and research objectives
2.2.Developing the research plan
2.3.Gathering secondary data
2.4. Primary data collection
2.5. Data processing
2.6. Reporting the findings
3. Questionnaire
4. Marketing information system (MIS)

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1. Marketing research 1. Marketing research

Marketing research is the systematic design, collection,
analysis, and reporting of data relevant to a specific
marketing situation facing an organization.
The purpose of marketing research:
ØGives marketers insights into customer motivations,
purchase behavior, and satisfaction.
ØHelps marketers to assess market potential and market
share
ØHelps marketers to measure the effectiveness of marketing
mix activities.
How companies carry out marketing research studies:
v Have their own research departments that work with marketing
managers on marketing research projects.
v Hire outside research specialists to consult with management on
specific marketing problems and to conduct marketing research
studies.
v Purchase data collected by outside firms

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2. Marketing research process 2. Marketing research process

2.1. Defining the problem and research objectives:
1. Defining the problem and research objectives:
ü Hardest step in the research process: the manager may
2. Developing the research plan know that something is wrong without knowing the specific
causes.
3. Gathering secondary data
ü Most difficult but also the most important one: it guides
4. Primary data collection the entire research process.
ü After the problem has been defined carefully, the manager
5. Data processing and the researcher must set the research objectives.
6. Reporting the findings

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2. Marketing research process 2. Marketing research process

2.1. Defining the problem and research objectives: 2.2. Developing the research plan:
üA marketing research project might have one of three types of objectives: - Outlines sources of existing data and spells out the specific
research approaches, contact methods, sampling plans, and
instruments to gather new data.
Exploratory Research Descriptive Research Causal Research
- Research objectives must be translated into specific information
needs.
gathers preliminary describes things, such as the tests hypotheses
information that will help market potential for a about cause-and- effect - The research plan should be presented in a written proposal.
define the problem and product or the demographics relationships.
suggest hypotheses and attitudes of consumers
who buy the product.

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2. Marketing research process 2. Marketing research process

2.2. Developing the research plan: 2.3. Gathering secondary data
The research proposal should cover Secondary data consist of information that already exists somewhere, having
been collected for another purpose.

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2. Marketing research process 2. Marketing research process

2.4. Primary data collection
2.3. Gathering secondary data Primary data consist of information collected for the specific purpose
Source of secondary data: q Designing a plan for primary data collection calls for a number of
- Company internal database decisions on research approaches, contact methods, sampling plan, and
- External database: internet, Google, market research companies, research instruments.
government agency, business publication

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2. Marketing research process 2. Marketing research process

2.4. Primary data collection 2.4. Primary data
• Research Approaches collection
üObservational research involves gathering primary data by • Contact Method
observing relevant people, actions, and situations. • Information can be
üSurvey research involves gathering primary data by asking people collected by mail,
questions telephone, personal
interview, or online.
üExperimental research involves gathering primary data by selecting Table shows the
matched groups of subjects, giving them different treatments, strengths and
controlling related factors, and checking for differences in group weaknesses of each
contact method.
responses. Experimental research is best suited for gathering causal
information. •Mail
•Telephone
•Personal

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2. Marketing research process 2. Marketing research process

2.4. Primary data 2.4. Primary data collection
collection Research instruments
Sampling plan ü Questionnaire is most common
A sample is a segment ü Mechanical instruments:
of the population o Marketers use mobile phone GPS technologies to track consumer movements
selected for marketing o Retailers use check out scanners to record shoppers’ purchases.
research to represent o Neuromarketing measures, often combined with biometric measures (eye and facial
movement, heart rates )
the population as a
whole.

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2. Marketing research process 2. Marketing research process

2.5. Data processing
- Researchers process and analyze the collected data to isolate important
information and findings.
- The researchers then tabulate the results and compute statistical measures.
Qualitative research: Based on the density or frequency of responses,
build hypothetical scores.
Quantitative research: Use software for data analysis: Excel or SPSS
2.6. Reporting the findings
Ø The market researcher must now interpret the findings, draw conclusions, and
report them to manager.
Ø Managers may be biased.
They might tend to accept research results that show what they expected and
reject those that they did not expect. Thus, managers and researchers must work
together closely when interpreting research results

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3.Questionnaire Personal question (age, gender, job…)

3. Questionnaire Terminated question
3.1 Type of questions
Double checked- question

- The questionnaire is the most common instrument, Closed-end question

whether administered in person, by phone, by email,
or online. Open-end question
- Questionnaires are very flexible. There are many
ways to ask questions Semi-closed question

Direct question

Indirect question

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3. Questionnaire
3.2 Type of answers 3. Questionnaire
Yes/No Are you satisfied with the product? A. Yes 3.3 Questionnaire format
B. No
Multiple choice - How much time do you use social media A. Less than 1 hour § Title
choose one option per day? B. From 2 - 3 hours
C. From 4 - 5 hours § Introduction
D. More than 5 hours
§ Answer instructions
Multiple choice - Which social network are you using? A. Facebook. F. Zalo
choose multiple option B. Instagram. G. Viber § Questions
C. You tube. H. Whats App
D. Linked In. I. Twitter § Personal questions
E. Tiktok. K. Others…
§ Thank you
Scale- response Purchasing via Facebook gives you 1. Strongly disagree
flexibility in shopping time 2. Disagree
3. Neutral
4. Agree
5. Strongly agree

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3. Questionnaire 3. Questionnaire
3.4 Points to make 3.5 Points to avoid
• Sensitive questions (competitor)
vResearchers should also use care in the
wording and ordering of questions. • Too long, too complicated questions
vThey should use simple, direct, and • Guiding question (agree?…)
unbiased wording.
• Translation and spelling errors
vQuestions should be arranged in a logical
order. • Questions are only Yes/No
vThe first question should create interest if
possible, and difficult or personal questions
should be asked last so that respondents do
not become defensive.

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4. Marketing information system (MIS) Managing Marketing Information

• Marketing information system (MIS) refers to the people and
procedures dedicated to assessing information needs, developing the
needed information, and helping decision makers to use the
information to generate and validate actionable customer and market
insights.
• Companies must design effective marketing information systems that
give managers the right information, in the right form, at the right time
and help them to use this information to create customer value and
stronger customer relationships.

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Publications
• Video teaching methodology https://www.youtube.com/watch?v=KRzcKsmqUxc&t=1819s
• Promoting energy efficiency in an emerging market: insights and intervention strategies,
Vol. 38, Issue. 2, Journal of strategic planning for energy and the environment, Scopus
Q3 https://www.tandfonline.com/doi/abs/10.1080/10485236.2018.12027909?journalCo
de=ustp20
• Bitter taste brewing in Vietnamese coffee, East Asia Forum
http://www.eastasiaforum.org/2014/03/15/bitter-taste-brewing-in-vietnamese-coffee/
• Coffee, Cooperation and Competition: a comparative study between Colombia and
Vietnam, Joint research between FTU, Vietnam and EAFIT University, Colombia funded
by UNCTAD https://www.slideshare.net/butest/coffee-cooperation-and-competition-a-
comparative- stud
• Vietnamese Garment Enterprises After the Termination of the Multi-Fiber Agreement,
CBDS Working Paper Series Nr. 3, 2007, Copenhagen Business School Press, ISBN
978-87-92111-02-9 https://www.cbs.dk/files/cbs.dk/schaumburg-muller_3.pdfy-between

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