4

Marketing Quality Circle

LEARNING OBJECTIVES

After reading this chapter, students should:

1. Know what constitutes good marketing research
2. Know what are good metrics for measuring
marketing productivity
3. Know how marketers can assess their returns on
investment of marketing expenditures
4. Know how companies can more accurately measure
and forecast demand
What is Marketing Research?
Marketing research is the systematic design, collection,
analysis, and reporting of data and findings relevant to a
specific marketing situation facing the company.
Types of Research

 Qualitative research
 Quantitative research
Types of Marketing Research Firms
 Syndicated service
 Custom
 Specialty-line
The Marketing Research Process
 Define the problem
 Develop research plan
 Collect information
 Analyze information
 Present findings
 Make decision
Step 1: Define the Problem
 Define the problem
 Specify decision alternatives
 State research objectives
Step 1: Define the Problem
 Marketing managers and researchers must work
closely together to define the problem and agree on
research objectives.
 After the problem had been defined carefully, the
manager and researcher must sat the research
objectives.

 A marketing research project might have one of three

types of objectives:
1. Exploratory research
2. Descriptive Research
3. Causal Research
Step 2: Develop the Research Plan
 Data sources
 Research approach
 Research instruments
 Sampling plan
 Contact methods
Step 2: Develop the Research Plan
 To meet the manager’s information needs, the research
plan can call for gathering secondary data, primary data
or both.

 Secondary data—Information that already exists

somewhere , having been collected for another
purpose.

 Primary data—Information collected for the specific

purpose at hand.
Primary data collection
 The company must also collect primary data
 Managers need to make sure that it should be relevant,
accurate, current and unbiased.
 To design a plan for primary data collection a number of
decisions should be taken into consideration:

Copyright © 2009 Pearson Education, Inc. Publishing as

Prentice Hall 4-11
Research Plan Cont.
 Research approach
 Research instruments
 Sampling plan
 Contact methods
 Cont.
Research Approaches

Observational Survey
Research Experimental
Research
Research
Cont.
Contact Methods

Online
Telephone Personal Marketing
Mail Interviewing research
Cont.
Research Instruments

Mechanical
Questionnaire Devices
Technological Devices
 Galvanometers
 Audiometers
 Eye cameras
 Sampling Plan
Three decisions

 Sampling unit: Who is to be surveyed?

 Sample size: How many people should be surveyed?
 Sampling procedure: How should the respondents be chosen?
 Types of Marketing
Marketing Research Research Firms

•Qualitative
research Types of Research •Define the problem Syndicated
The Marketing •Specify decision alternatives service
Research Process •State research objectives
•Quantitative •Exploratory research Custom
research •Descriptive Research
•Data sources •Causal Research Spirituality &
Organizational
•Research approach Specialty-line
Culture
•Research instruments Define the problem
•Sampling plan
•Contact methods
Secondary
Develop research Data •Research Approaches
plan •Observational
•Survey
Primary Data
Organizational •Experimental
Culture •Contact Methods
Collect information •Mail
•Telephone
•Personal interviewing
•Online marketing
research
Analyze information
•Sampling Plan
•Probability Samples
•Non probability
Samples
•Research Instruments
Present findings •Questionnaire
•Mechanical Devices

Make decision