MGT5268 Marketing Research
Iskandar Abdullah Ph.D.
Marketing Research
By Professor
Iskandar Abdullah PhD
Chapter 1
Topics:
Introduction
Role of Marketing Research
Research Process & Design
Marketing Research
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Links an organization to its market through information
Identify & define marketing opportunity & problems
Generate, refine & evaluate marketing actions
Monitor marketing performance
Improve understanding of marketing as a process
Role of Marketing Research
 Specifies information required
 Designs method for collecting information
 Manages & implements data collection process
 Interprets results & communicates findings
Role of Marketing Research in Managerial Decision
Making
4 Stages of Marketing Planning Process
Situational Analysis
Strategy Development
Marketing Program Development
Implementation
Factors Influencing Marketing Research Decisions
 Relevance
 Type & Nature of Information Sought
 Timing
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MGT5268 Marketing Research
Iskandar Abdullah Ph.D.
 Availability of Resources
 Cost-Benefit Analysis
Marketing Research in Practice
 Programmatic Research
– Develops market options through market segmentation, market opportunity analysis, or
consumer attitude & product usage studies
 Selective Research
– Tests different decision alternatives such as new product testing, advertising copy testing,
pre-test marketing, & test marketing
 Evaluative Research
– Evaluation of performance of programs
Choices:
In-House Vs Research Agencies
 Corporate or in-house marketing research department
 Market research agencies
Factors Influencing Choice of Research Agencies
 Internal personnel may not have skills or experience
 Outside help may be called to boost internal capacity in response to
urgent deadline
 Often it is cheaper to go outside
Factors Influencing Choice of Research Agencies –
cont.
 Outside suppliers may have special facilities or competencies which would be
costly duplicate for a single study
 Political considerations
 Increased credibility of research used in litigation or in proceedings before
regulatory or legislative bodies
Type and Nature of Services
Customized
– Work with individual clients
Syndicated
– Routinely collect information on several different issues & provide it to firms that subscribe
to their services (e.g., Nielsen Television index)
Standardized
– Projects conducted in standard, pre-specified manner & supplied to several different clients.
(e.g., Starch readership surveys)
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MGT5268 Marketing Research
Iskandar Abdullah Ph.D.
Type & Nature of Services - cont.
Field
 Suppliers concentrate only on collecting data for research projects
Selective
 Specialize in just one or two aspects of marketing research, mainly concerning data coding data,
editing or data analysis
Branded products / Services
 Develop specialized data collection & analyses procedures to address specific of research
problems that they market as branded products
International Market Research Industry
Percentage of Worldwide Market Research Expenditure Per Country
United States 39%
Japan
10%
Western Europe 40%
Rest of World 11%
Overview of Marketing Research Process
MR Process Evolves From Answers to Five Key Questions
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Why should we do research?
What research should be done?
Is it worth doing the research?
How should the research be designed to achieve the research objectives?
What will we do with the research?
Marketing Research Process
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Agree on Research Purpose
Establish Research Objectives
Estimate Value of Information
Design the Research
Collect the Data
Prepare and Analyze Data
Report the Research Results and Provide Strategic Recommendations
The Marketing Research Process
Step 1
 Research Purpose
– Problem or opportunity analysis
– Evaluation of decision alternatives
– Research users
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MGT5268 Marketing Research
Iskandar Abdullah Ph.D.
The Marketing Research Process
cont.1
Step 2
Research Objective
– A statement, in as precise terminology as possible, of what information is needed
– Should be framed to ensure information obtained will satisfy research purpose
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Research Question
Hypothesis Development
Sources of Hypotheses
Research Boundaries
The Marketing Research Process
cont.2
Step3
 Estimating the Value of Information
– Expected Value Concept
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