Chapter

4
Conducting
Marketing Research

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Learning Objectives
1. What is the scope of marketing research?
2. What steps are involved in conducting good
marketing research?
3. What are the best metrics for measuring marketing
productivity?

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 The Scope of
marketing research
• American Marketing Association
– Marketing research is the function that links
the consumer, customer, and public to the
marketer through information—information
used to identify and define marketing
opportunities and problems; generate, refine,
and evaluate marketing actions; monitor
marketing performance; and improve
understanding of marketing as a process.

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 The Scope of
marketing research
• Importance of marketing insights
– Generating insights (how and why we observe
certain effects in the marketplace)

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 The Scope of
marketing research
• Who Does Marketing Research?

 Marketing departments in big firms

 Everyone at small firms
 Syndicated-service research firms
 Custom marketing research firms
 Specialty-line marketing research firms

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 Research conducted
at small companies
Engage
students/pro
fessors
Tap
employee Use Internet
creativity

Tap partner Check out

expertise rivals

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 The Scope of
marketing research
• Overcoming Barriers
to the Use of
Marketing Research
– Many companies
still fail to use it
sufficiently or
correctly

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 Figure 4.1
The Marketing Research Process

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 Step 1
• Define the problem

• Define the decision alternatives

• Define the research objectives

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Step 2: Develop the Research Plan
• Data sources
– Secondary data vs. primary data

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Step 2: Develop the Research Plan
• Research approaches

 Observational research
 Focus group research
 Survey research
 Behavioral research

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Step 2: Develop the Research Plan
• Research instruments

Questionnaires

Qualitative measures

Technological devices

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Questionnaire

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Questionnaire

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 Qualitative measures

ZMET Word
approach association

Projective
Laddering techniques

Brand
Visualization
personification

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Step 2: Develop the Research Plan
• Technological devices
– Galvanometer
– Tachistoscope
– Eye-tracking
– Facial detection
– Skin sensors
– Brain wave scanners
– Audiometer
– GPS
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Step 2: Develop the Research Plan
• Sampling plan
– Sampling unit: Whom should we survey?

– Sample size: How many people should we

survey?

– Sampling procedure: How should we choose

the respondents?

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Step 2: Develop the Research Plan

• Contact methods

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 Online Research
• Advantages • Disadvantages
– Inexpensive – Small
– Expansive – Skewed
– Fast – Excessive turnover
– Honest – Technological
– Thoughtful problems
– Versatile – Technological
inconsistencies

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 Step 3 to Step 6

Step 3: Collect the Information

Step 4: Analyze the Information

Step 5: Present the Findings

Step 6: Make the Decision

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 Table 4.2
Good Marketing Research

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Measuring Marketing Productivity

• Marketing metrics

• Marketing-mix
modeling

• Marketing dashboards

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 Marketing metrics
• Measures that help marketers quantify,
compare, and interpret performance

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 MARKETING-MIX MODELING
• Analyzes data from a variety of sources, such as
retailer scanner data, company shipment data, pricing,
media, and promotion spending data, to understand
more precisely the effects of specific marketing
activities

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 Marketing Dashboards
• “A concise set of interconnected performance
drivers to be viewed in common throughout
the organization.”

 Customer-performance scorecard

Stakeholder-performance scorecard

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 Table 4.4

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 Figure 4.3
Example Of A Marketing Dashboard

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