MARKETING

BM012-3-1-MKG (VC1)
Lecture 2
Marketing Research
 Learning Outcomes

1. Outline the steps in the marketing research process.

2. Explain how companies analyze and use marketing information.
3. Discuss the special issues some marketing researchers face,
including public policy and ethics issues.

4-19

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Marketing Research

Marketing research is the systematic

design, collection, analysis, and reporting
of data relevant to a specific marketing
situation facing an organisation.

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Steps in the Marketing Research Process

The Marketing Research Process

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Defining the Problem and Research Objectives

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Developing the Research Plan

• Outlines sources of
existing data
• Spells out the
specific research
approaches, contact
methods, sampling
plans, and
instruments to
gather data

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Developing the Research
Plan
The proposal should cover the:

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Developing the Research
Plan

Secondary data is information that already

exists somewhere, having been collected for
another purpose.

Primary data is information collected for the

specific purpose at hand.

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Gathering Secondary Data

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Primary Data Collection

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Primary Data Collection

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Primary Data Collection

Research Approaches
Observational research involves gathering
primary data by observing relevant people,
actions, and situations.

Ethnographic research involves sending

trained observers to watch and interact with
consumers in their “natural environments.”

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Primary Data Collection

Research Approaches
Survey research involves gathering primary data
by asking people questions about their knowledge,
attitudes, preferences, and buying behavior.

Experimental research involves gathering

primary data by selecting matched groups of
subjects, giving them different treatments,
controlling related factors, and checking for
differences in group responses.

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Primary Data Collection
Strengths and Weakness of Contact Methods

Mail Telephone Personal Online

Flexibility Poor Good Excellent Good

Quantity of data that can Good Fair Excellent Good

be collected

Control of interviewer Excellent Fair Poor Fair

effects

Control of sample Fair Excellent Good Excellent

Speed of data collection Poor Excellent Good Excellent

Response rate Poor Poor Good Good

Cost Good Fair Poor Excellent

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Primary Data
Collection
Focus Group – Personal Contact Method

– Six to 10 people
– Trained moderator
– Challenges
• Expensive
• Difficult to
generalize from
small group
• Consumers not
always open and
honest
BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research
 Primary Data Collection

Online Contact Methods

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Primary Data Collection

Sampling Plan

A sample is a segment of the population selected

for marketing research to represent the
population as a whole.
– Who is to be studied?
– How many people should be studied?
– How should the people be chosen?

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Primary Data Collection
Sampling Plan – Types of Samples
Probability Sample

Simple random sample Every member of the population has a known and equal chance of selection.

Stratified random sample The population is divided into mutually exclusive groups and random samples are drawn
from each group.

Cluster (area) sample The population is divided into mutually exclusive groups and the researcher draws a sample.

Nonprobability Sample

Convenience sample The researcher selects the easiest population members.

Judgment sample The researcher uses their judgment to select population members.

Quota sample The researcher finds and interviews a prescribed number of people in each of several
categories.

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Primary Data Collection
Research Instruments—Questionnaires
• Most common
• In person, by phone, or online
• Flexible
• Researchers must be careful with
wording and ordering of questions
– Closed-ended
– Open-ended
• Useful in exploratory research

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research
 Learning Objective 2

• Explain how companies analyze and use

marketing information.

Analyzing and Using Marketing Information

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Customer Relationship Management
(CRM)

CRM involves managing detailed information

about individual customers and carefully
managing customer touch points to
maximize customer loyalty.

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Customer Relationship Management

CRM Touch Points

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Distributing and Using Marketing Information

Information distribution involves making

information available in a timely, user-
friendly way.
– Intranet
– Extranet

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Learning Objective 3

• Discuss the special issues some marketing

researchers face, including public policy and
ethics issues.

Other Marketing Information Considerations

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Other Marketing Information
Considerations

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Summary
• Companies can conduct their own marketing research
or hire other companies to do it for them. Good
marketing research is characterized by the scientific
method, creativity, multiple research methods,
accurate model building, cost benefit analysis, healthy
skepticism, and an ethical focus.
• The marketing research process consists of defining
the problem, decision alternatives; and research
objectives; developing the research plan; collecting the
information; analyzing the information; presenting the
findings to management; and making the decision.

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Summary

• In conducting research, firms must decide whether to

collect their own data or use data that already exist. They
must also choose a research approach (observational, focus
group, survey, behavioral data, or experimental) and
research instruments (questionnaire, qualitative measures,
or technological devices). In addition, they must decide on
a sampling plan and contact methods (by mail, by phone, in
person, or online).

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 Question and Answer Session

Q&A

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research

 What We will Cover Next

• Next, we will discuss on Segmentation, Targeting

& Positioning.

BM012-3-1-MKG Marketing Chapter 2 – Basic Marketing Research