MARKETING RESEARCH –
ANALYZING THE DATA
MARKETING 360
Brian Gillespie
Marketing Research Process
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Step 1: define the research problem
Step 2: determine the research design
Step 3: chose the method to collect primary data
Step 4: design the sample
Step 5: collect the data
Step 6: analyze and interpret the data
Step 7: prepare the research report
Design the Sample
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Probability sampling
 Simple random sampling
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Systematic sampling
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Pick nth person after a random start
Stratified
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Everyone has same chance of getting in
Divide into groups, sample randomly in each group
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e.g. men and women
Non-probability sampling
 Convenience sample
 Quota sampling
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sample percentage representative to different groups
Collect the Data
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Careful training is essential
Minimize differences between participants data
collection experiences
Can be very time consuming
International research poses variety of problems
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Language
Regulations
Access
Customs
Data Quality Concerns
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Garbage in, garbage out
Reliability
 Can
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Validity
 Are
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the same results be repeatedly found?
we measuring what we are trying to measure?
Generalizability
 How
well does the data from the sample we used
represent the general population?
Analyze and Interpret the Data
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Qualitative analysis
 Interpretation
 Recognition
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of themes and repeat occurrences
Quantitative analysis
 Analysis
of variance (ANOVA)
 Regression
 Path analysis
 Confirmatory factor analysis
Variables
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Independent variables
 Variable
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Dependent variables
 Variable
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manipulated or changed by the researcher
measured by the researcher
Independent variable should influence the
dependent variable
Causality: Mediation
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Shows causality between Independent variable and
dependent variable
No relationship between independent variable and
dependent variable if mediation does not exist
IV: Poor
eating habits
Weight
gain
DV: Lower
self esteem
Causality: Moderation
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Relationship between independent variable and
dependent variable exist
Moderating variable changes the relationship
between independent and dependent variables
Regular
exercise
IV: Poor
eating habits
DV: Weight
gain
Mediated Moderation and
Moderated Mediation
Regular
Exercise
IV: Poor
eating habits
Weight
gain
DV: Low self
esteem
Self
Monitoring
IV: Poor
eating habits
Weight
gain
DV: Low self
esteem
Data Collection Scenarios
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In groups, you are interested in researching the
inclusion of corporate social responsibility
declarations in mission statements and it’s impact on
sales
 What
kind of sample would you design?
 What method of data collection would you use?
 How would you analyze the data?
Prepare the Research Report
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Executive summary
A
brief summary of the report that highlights the
important findings
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Purpose of the study
Description of the research methods
Discussion of the results
Limitations of the study
Conclusions drawn and managerial implications
Ethics in Marketing Research
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Taking all steps necessary to minimize potential
harm to participants
Institutional Review Board
Reporting results as found
Stanford Prison Experiment (1971)
Milgram Study (1974)
Vicary (1957)