Chapter Three

The Marketing Research Process

An Overview
 The Marketing Research Process
1. Problem definition and statement of objectives

Does it involve hypothesis or just a statement?

2. Creation of the research design

Exploratory, descriptive, causal, planning, implementing, controlling

3. Choice of research method

Primary / secondary – survey, focus groups, experiments, etc.

4. Sampling section / plan

Probability vs. non-probability, sample size

Key Terms & Definitions

 Research Problem Defined

• A research problem is a definite or clear

statement about an area of concern, a
condition to be improved upon, a difficulty
to be eliminated.
• Research problem ≠ trouble, mathematical
problem or obstacles during the research
process

Key Terms & Definitions

 Marketing Research Problem Examples

• How would a change in product mix impact

profitability?
• Which brands do people remember in this
product category? How about our
brand?
• Do samples or POPs create more
awareness for honey brands?
• Why are we losing market share?
• How would Fairy lowering its prices by
Key Terms & Definitions 10% affect our sales?
1. From a Management Problem to a Marketing Research Problem
Making the Transition

• A statement specifying the

type of managerial action
required to solve the problem.
Management
Decision •A goal statement
defining the specific
Problem information needed to
solve the marketing
Marketing research problem.
MReasrkeea
tricnhg
Rreoseb
PProblem
Marketing
ael rcmh
Research
• A statement specifying the type of information needed
by the decision maker to help solve the management Objective
decision problem and how that information can be
obtained efficiently and effectively.
• A statement of the decision problem into research
terms

Key Terms & Definitions

 1. From a Management Problem to a Marketing Research Problem
Making the Transition

•the number of membership has

declined to our swimming pool since a
new water park was built in the town
Management
Decision
Problem • To identify the reasons
of the decrease in
Marketing membership
MReasrkeea
tricnhg
Rreoseb
PProblem
Marketing
ael rcIsmhit
• Why is there a decrease in the membership?
ecause of the new water park? Are there other Research
b easons?

r Objective

Key Terms & Definitions

Management Decision
Problem vs. Marketing
Research Problem
Management Decision
Problem
 Asks what the decision
maker needs to do
 Action oriented
 Focuses on the symptoms
Marketing Research
Problem
 Asks what information is
needed and how it should be
obtained
 Information oriented
 Focuses on the underlying
causes
 Research Question vs. Research Hypothesis

A Research Question:
• Questioning what the researcher wants to learn – without making a claim about what
might be causing the issue at hand.

• “Why sales are declining?”

A Research Hypothesis:
•A conjectural statement about a relationship between two or more variables that can be
tested with empirical data. A claim, or argument about your theory of what is causing “X”
that you will research to prove or disprove:

• “Sales are declining because of competition”

Key Terms & Definitions

 2. Marketing Research Design

•“The plan to be followed to answer the

marketing research objectives.”

•It is the detailed blueprint used to guide the

research study towards its objectives including
what and how you will conduct the research
study.

Key Terms & Definitions

 2. Marketing Research Design

 Choose the Research Approach:

 Exploratory
 Descriptive
 Causal
 2a. Exploratory Research Studies
Marketing Research Design, Continued

Exploratory Studies Defined

Exploratory research is the preliminary research conducted to
increase the understanding of a concept, to clarify the exact
nature of the problem to be solved, or to identify important
variables to be studied.

Key Methods
• Secondary Data
Purpose

•To gain greater

understanding of a Analysis
• Case Analysis
concept
•To help defining the • Focus Groups
• In-depth interviews
research
• Pilot studies
problem
•To develop hypothesis
Key Terms & Definitions
 2b. Descriptive Research Studies
Marketing Research Design, Continued

Descriptive Studies Defined

Descriptive research studies answer the, who what, where, when
and how questions. It is used when one wants to gain a better
understanding of the specifics or details the research issue.

Key Methods
• Confirm Theories • Secondary Data
Purpose

• Brand Loyalty Measure • Cross sectional Surveys

• Describes Population • Longitudinal Surveys
• Build Customer Profile • Statistical Data
• Gain Specific Information
Analysis

Key Terms & Definitions

 Descriptive Research Studies
Marketing Research Design, Continued

Cross Sectional Surveys:

• Are one time snapshots of population;

• Use the same survey & different sample.

Longitudinal Surveys:

• Identify market trends;

• Use the same survey & same sample;
• Use tracking panels & groups.

Key Terms & Definitions

 2c. Causal Research Studies
Marketing Research Design, Continued

Causal Studies Defined

Research studies that examine whether the value of

one variable causes or determines the value of
another variable.

Key Methods
• Surveys
• Confirm Theories
Purpose

• Experiments
• Identify Cause & Effect
• Time Sequence
• Relationships Among
• Secondary Data
Variables
• Systematic Elimination

Key Terms & Definitions

 Which research approach(es) should be used?

• How would a change in product mix impact

profitability?
• Which brands do consumers remember in
this product category? Which type of
consumers remember our brand?
• Do samples or POPs create more
awareness for honey brands?
• Why are we losing market share?

Key Terms & Definitions

 3. Choosing a Research Method
Observation Research:
•Typically descriptive research that
monitors respondents’ actions
without direct interaction.
Experiments:
Survey Research: •Research to measure causality, in
•Research in which surveys which the researcher changes one
(personal, telephone, mail or or more independent variables
Internet) are used to obtain and observes the effect of the
facts, opinions, and attitudes changes on the dependent.
from respondents.

Other Qualitative Research:

•Research such as focus groups,
secondary data analyses, and case
studies.

Key Terms & Definitions

 3. Choosing a Research Method

Observation Research: https://ww

w.youtube.com/watch?v=Hat
mm84sqm0

Survey Research:
https://www.youtube.com/watch
?v=DysN48kKMiw

Key Terms & Definitions

 4. Sampling Procedure
Two Basic Types and Size

Probability Sampling:
•A subset of the population that can be assumed to be a representative cross
section of the population because every element in the population has a
known non-zero chance of being selected.

Nonprobability Sampling:
•A subset of the population in which the chances of selection for the
various elements in the population are not precisely known.

Sample Size:
•How many are needed to interview or
observe?
Key Terms & Definitions
The Marketing Research Process, Continued
5. Data collection

Personal, telephone, mail, internet, etc.

6. Data analysis

Level & scope must be determined early

7. Write and present the research report

Determine format, font, layout, PPTs, etc.

8. Follow-up

Were recommendations followed? Is more research needed?

Key Terms & Definitions

 5. Collecting the Data
 Survey
 Interviewer
 In person
 telephone

 No interviewer
 Mail
 Internet

 Observation
 In person
 Machine
 Experiments

Key Terms & Definitions

 6. Analysis of the
Data
Data Analysis:
•Use a variety of quantitative and qualitative
analytical techniques.

•Interpret and draw conclusions from the mass of

collected data.

Key Terms & Definitions

7. Writing and Presenting the Report
 Judging the Quality of a Report

 Using the Internet to Disseminate Reports

 Prepare a written and oral presentation to include the

research objectives, methodology, key findings,
limitations, acknowledgements, conclusion, and
recommendations.

Key Terms & Definitions

 8. Follow Up
 Will the findings be used?

 Why will they be used or why not?

 It is best to minimize any conflict between the

marketing department and other departments in the
organization.

Key Terms & Definitions