Chapter 2
The Marketing Research
Process
Learning Objectives
1. Describe the four phases involved with
the research process
2. Describe ten integrative task steps
involved with the research process
3. Illustrate and explain the critical elements
of problem definition in marketing
research.
3. Distinguish among exploratory,
descriptive, and causal research designs
Changing View of the Marketing Research Process
• Changing Marketing Environmental
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•
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Internet
Secondary Data
Primary Data
Gatekeeper Technology
• Traditional methods
• Privacy legislation
• Online marketers and researchers
• Global Markets
• Marketing Research
• Information Research Process
• Four Situations When Marketing
Research Not Needed
1.
2.
3.
4.
Information already available
Insufficient time frame
Inadequate resources
Costs outweigh the value of the
research
Decision Maker’s Questions
Responsibility of the Decision Maker
Decision makers should consider a set
of evaluative questions
1. What is the perceived importance
and complexity of the problem?
2. Is the problem realistically
researchable?
3. Will the research findings be
implemented?
4. Will the research design and
data represent reality?
5. Will the research results and
findings be used as legal
evidence?
6. Is the proposed research
politically motivated?
Conditional reasons to
consider conducting research
Will it:
1. Clarify the problem or
identify marketplace changes
2. Help the company acquire a
competitive advantage
3. Help achieve marketing objectives
4. Provide an understanding of
future market conditions
Overview of the Information Research Process
Standardized Phases
4 Phases—Information Research
Process
1. Determine the research problem
2. Select the appropriate research
design
3. Execute the research design
4. Communicate the research
results
Phase I: Determination of the Information
Research Problem
Step 1: Identify and Clarify Information
Needs
• Formal Statement of the Problem
• Decision Problem
• Determine the decision maker’s purpose
• Perform Situation Analysis
• Understand the complete problem situation
• Remember the iceberg
Exhibit 2.8
Illustrate and explain the critical
elements of problem definition in
marketing research
Phase I: Determination of the Information
Research Problem
• Identify and Separate Out Measurable
Symptoms
• Separate the root problems from the observable
and measurable symptoms
• Determine the Unit of Analysis
• Individuals, households, geographical areas, etc.
• Determine the Relevant Variables to the
Situation
• Identify independent and dependent variables
• Information and specific constructs are relevant
Phase I: Determination of the Information Research Problem
Step 2: Specify the Research Questions and
Define The Research Problem
• Reformulate the Problem in Scientific Terms
• Defining research problem influences all the
remaining research steps
Step 3: Confirm Research Objectives Assess
the Value of Information
• Stated Research Objectives
• Research Objectives
Phase II: Select the Appropriate Research Design
Step 4: Determine the Research Design
and Data Sources
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•
•
•
Exploratory Research
Descriptive Research
Causal Research
Secondary Data Sources
Primary Data
Phase II: Select the Appropriate Research Design
Step 5: Determine the Sample Plan and
Sample Size
• Target Population
• Sample
• Probability Sampling
• Each member of the defined target
population has a known chance of
being selected
• Nonprobability Sampling
Phase II: Select the Appropriate Research Design
Step 7 Pretest the Questionnaire
Write questionnaire
Questionnaire must be pretested
Clarity of instruction and question
Sequence of the topics and question
Revision can be done at this stage
Phase III: Execute the
Research Design
Step 8 Collect and Prepare Data
Data Collection Methods
◊ Use Interviewers
◊ Self-administrated questionnaires
◊ Questioning Methods
◊ Observation Methods
◊ Future Methods
Primary and Secondary Data collection done
Phase III: Execute the
Research Design
Step 9: Analyze Data
Analysis Procedures
• Frequency distribution
• Sample statistics
• Multivariate data analysis
Step 10 Transform Data Structures into
Information
• Information is created fro decision makers
• Interpret the results of the statistical analysis
Phase IV: Communicate the Research Results
• Step 11: Prepare and Present the Final
Report to Management
• Sections in Research Report
• Submit Written Report
• Make oral presentation