MARKETING RESEARCH

INSTRUCTOR:
NGUYEN QUOC HUNG, MBA (AIT).
Course Description

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 Course Description

• This course will provide students with an

in-depth understanding of marketing
research.

• Students will be involved in a practical

application of marketing research via a group
project which will focus on a real situation.
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 Course Description (cont.)

• Students will write a research brief,

determine the research methodology and
conduct interviews and surveys as required.

• Students will be responsible for presenting

their findings in both written and oral form.

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Knowledge and Understanding

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 Knowledge and Understanding

• This course is designed to provide students with

a basic understanding of the marketing research
process.

• The role of marketing research in strategic

decision-making.

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 Knowledge and Understanding

• There will be a focus on understanding the

theoretical components of research design, as
well as developing practical skills in data
collection, analysis and interpretation.

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 Knowledge and Understanding
Through practical application within a market research
project, students will:

• Present a research proposal

• Design a sampling and research method
• Develop a survey instrument
• Manage data collection
• Conduct statistical analysis techniques
• Interpret results, and
• Present research findings.
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 Knowledge and Understanding

• Emphasis will be placed on developing written

and oral communication skills for presentation
to clients.

• Ethical business frameworks will also required

to be adopted.

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Learning Outcomes

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 Learning Outcomes
By the end of this course students should be able to:

• Discuss the scope and managerial importance of

marketing research and its role in the development of
marketing strategy.

• Provide a detailed overview of the stages in the

marketing research process.

• Develop research questions and objectives that can be

addressed in a research design.
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 Learning Outcomes
• Develop a market research design; including:

 Identifying appropriate research approaches:

- Qualitative
- Survey
- Observation, and
- Experimental research techniques

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 Learning Outcomes

• Develop a market research design; including:

 Preparing measurement instruments

(including surveys and focus group outlines)

 Designing a sampling approach and sampling

frame

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 Learning Outcomes

• Manage the data collection process.

• Use contemporary statistical packages to

calculate and report descriptive statistics
from quantitative data.

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 Learning Outcomes

• Interpret data analysis in the context of

the identified business problem.

• Communicate research results in written

report and oral presentation formats.

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TEXTBOOK
Textbook
Course Content and Objectives
 Course Objectives

Objective 2 Objective 3 Objective 4

Objective 1
Research Data Analysis &
The Role & Value of Research Design &
Development Communicating
Market Research Gathering Accurate data
Research Findings

Marketing research for

Identify and clarify Sampling theory &
managerial decision Statistic reviews
information needs methods
making

Marketing research & Specify research Measurement & Data processing by

marketing-mix variables objectives designing questionnaire SPSS

The marketing research

Writing research Research report &
process & Research Collecting data
proposals presentation
methodologies

Theory Theory and Pratical assigement Pratical assignment

 Course Content
Reading
Objective 1
The role & value of Essentials of marketing research
marketing
research Chapter 1: Marketing research for managerial decision making
- Marketing research and marketing mix
- Marketing theory

Marketing research Chapter 2: The Market ing Research Process and Proposals
for managerial - Overview of the Research Process
decision making - Phase I: Determine the research problem
- Phase II: Select the research design
- Phase III: Execute the research design
Marketing research
- Phase IV: Communicate the results
anh marketing mix
variables
Chapter 3: Secondary data, Literature reviews, and hypotheses
- Value of secondary data and literature reviews
- Conducting a literature review
The marketing - Internal and external of secondary data
research process &
Research Chapter 4: Exploratory and Observational research designs and data colletion
methodologies approaches
- Value of qualitative research
- Overview of qualitative and quantitative research methods
- Observation methods

Chapter 5: Descriptive and causal research designs

- Value of descriptive and causal survey
- Descriptive research designs and survey
- Causal research designs
 Course Content

Reading Assigment
Objective 2
Research
Essentials of marketing research - Research topic
development
- Research problem
Chapter 2: The Marketing research Process and Proposals and objectives
- Determining the need for information research - Research Proposals
Identify and clarify - Phase I: Determine the research problem
information needs
Chapter 3: Secondary data, Literature reviews, and Hypotheses
- Develop a conceptual model
Specify research
objectives Chapter 5: Descriptive and Causal research Designs
- Causal research designs

Writing research Reviews:

proposals - Consumer behaviour
- Marketing
 Course Content

Objective 3 Reading Assigment

Research design &
Gathering accurate Essentials of marketing research - Designing
data
questionnaires
Chapter 2: The marketing research process and proposals - Collecting data
Sampling theory & - Step 5: Develop the sampling design and sample size
methods - Step 6: Examine measurement issues and scales
- Step 7: Design and pretest the questionnaire
Measurement &
designing Chapter 6: Sampling theory and methods
questionnaire
Chapter 7: Measurement and scaling
Collecting data Chapter 8: Designing the questionnaire
 Course Content

Objective 4 Reading Assigment

Data analysis &
Essentials of marketing research - Data analysis by
communicating
SPSS
research findings
Chapter 10: Preparing data for quantitative analysis - Writing research
- Editing and coding report
- Data entry - Research findings
- Data tabulation Presentation
Statistic Reviews
Chapter 11: Basic data analysis for quantitative research
- Value of statistical analysis
Data Processing by - How to develop hypotheses
SPSS - Analyzing relationships of sample data
- Comparing means: Independent versus related samples

Research Report &

Chapter 12: Examining relationships in quatitative research
Presentation
Chapter 13: Communicating marketing research findings

SPSS textbook

Reviews
Statistic
 Assessment

Assessment Value
Individual Assignment 40%
Group Assignment 1,2 50%
Participation 10%
Total 100%
Group Assignment (4-5 students)

• Assignment 1: Writing Research Proposal

• Assignment 2: Writing Research Report

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 The Marketing Research Process
and Proposals
McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
THE MARKETING RESEARCH
PROCESS
Exhibit 2.2 - The Four Phases of the
Research Process

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Exhibit 2.4 - Phases and Steps in the Research Process

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THE RESEARCH PROPOSAL
 Research Proposal
You will need to submit a Research Proposal. This
document will include the following sections:

1. Purpose of the Proposed Research Project

2. Type of Study
3. Definition of Target Population and Sample Size
4. Sample Design and Data Collection Methods
5. Specific Research Instruments
6. Potential Managerial Benefits of the Proposed Study
7. Proposed Cost for the Total Project
8. Profile of the Research Company Capabilities
9. Optional Dummy Tables of the Projected Results
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Exploratory Research
 Exploratory Research

• Exploratory research is research

conducted for a problem that has not
been clearly defined.

• Ex: “fast food”, “good food”, “safe food”,

“healthy food”,….

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In-Depth Interview Techniques
 In-Depth Interviews
• A data-collection method in which a well-
trained interviewer asks a participant a set of
semi-structured questions in a face-to-face
setting.

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Forcus Group Interview
Techniques
 Focus Group Interviews

• A qualitative data collection method.

• Responses to open-ended questions are

collected from a small groups of participants
who interactively and spontaneously discuss
topics of interest to the researcher.

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Descriptive Research
 Descriptive Research

Descriptive research is used to describe

characteristics:
– What
– Who
– When
– Where
– How
of a population or phenomenon being studied.

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 Descriptive Hypotheses
• Possible answers to a specific applied research
problem

• Its development involves:

– Reviewing the research problem or opportunity
– Writing down the questions that flow from the
research problem or opportunity
– Brainstorming possible answers to the research
questions
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Causal Research
Causal Research
Causal Research Design
Synthesizing Secondary Research
for the Literature Review

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 What is a Literature Review?
• It is a comprehensive examination of available
information that is related to your research topic

– Can help clarify and define the research problem and

research questions
– Can suggest research hypotheses to investigate
– Can identify scales to measure variables and research
methodologies that have been used successfully to
study similar topics.

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 Developing a Conceptual Model
• Literature reviews can help conceptualize a model
that summarizes the relationships you hope to
predict
• Elements required to conceptualize and test a
model:
– Variables
– Constructs
– Relationships

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Variable
• An observable item that is used as a measure on a questionnaire

Construct
• An unobservable concept that is measured by a group of related
variables
Relationships
• Associations between two or more variables

Independent Variable
• The variable or construct that predicts or explains the outcome variable
of interest
Dependent Variable
• The variable or construct researchers are seeking to explain

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Developing Hypotheses and
Drawing Conceptual Models

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 Causal Hypotheses

• Theoretical statements about relationships

between variables

• Two hypotheses can formally be stated:

– Hypothesis 1: Higher spending on advertising leads to

higher sales
– Hypothesis 2: Higher prices lead to lower sales

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 Causal Hypotheses

• Positive relationship: An association between

two variables in which they increase or decrease
together

• Negative relationship: An association between

two variables in which one increases while the
other decreases

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 Characteristics of Good Hypotheses

• Follow from research questions

• Written clearly and simply
• Must be testable

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 Conceptualization
• Development of a model that shows variables
and hypothesized or proposed relationships
between variables

• Involves:
– Identifying the variables for your research
– Specifying hypotheses and relationships
– Preparing a diagram (conceptual model) that visually
represents the relationships you will study
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 Process of Conceptualization

• Identify variables for research

• Specify hypotheses and relationships
• Prepare a diagram that represents the
relationships visually

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Exhibit 3.8 - A Model of New Technology Adoption

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 Hypothesis Testing
• Hypothesis: An empirically testable though yet
unproven statement developed in order to explain
phenomena

– Null hypothesis: A statistical hypothesis that is tested

for possible rejection under the assumption that it is
true.
– Alternative hypothesis: The hypothesis contrary to the
null hypothesis, it usually suggests that two variables
are related.
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 Hypothesis Testing
• A null hypothesis refers to a population
parameter, not a sample statistic

– Parameter: The true value of a variable

– Sample statistic: The value of a variable that is
estimated from a sample

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Scale Measurement and
Questionnaire Design
 Scale Measurement
• The process of assigning descriptors to
represent the range of possible responses to a
question about a particular object or construct

– Scale points: Designated degrees of intensity

assigned to the responses in a given questioning or
observation method

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 Four Basic Scale Levels
Nominal Scale
• The type of scale in which the questions require respondents to provide only some type of
descriptor as the raw response

Ordinal Scale
• A scale that allows a respondent to express relative magnitude between the answers to a
question

Interval Scale
• A scale that demonstrates absolute differences between each scale point

Ratio Scale
• A scale that allows the researcher not only to identify the absolute differences between
each scale point but also to make comparisons between the responses

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Examples of Nominal Scales

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Examples of Ordinal Scales

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Interval Scales
Exhibit 7.4 - Examples of Interval Scales

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Exhibit 7.5 - Examples of Ratio Scales

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Questionnnaire Design
 What is Questionnaire?

• Questionnaire: A formal framework consisting

of a set of questions and scales designed to
generate primary raw data.

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Exhibit 8.1 - Steps in Questionnaire Design

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