Synopsis
Marketing Research
1. The Nature of Marketing Research
Learning Objectives
After reading this module you should be able to:
 define marketing research, understand the philosophy of science and understand how
marketing research relates to marketing decision-making and planning;
 appreciate the major divisions of marketing research and how it is part of marketing
strategy;
 understand the role played by marketing research agencies and the kind of services they
provide;
 be aware of the ethical issues involved in marketing research;
 be aware of how the Internet can be used in marketing research;
 appreciate the need for creativity in marketing research;
 appreciate the problems created by non-response in marketing research.
Sections
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
1.9
1.10
1.11
1.12
1.13
1.14
1.15
1.16
1.17
1.18
1.19
1.20
1.21
1.22
Introduction
Marketing Research: A Definition
Philosophy of Science
Marketing Research and Decision-Making
Divisions of Marketing Research
Categories of Applied Marketing Research
The Marketing Information System
Types of Data
Types of Data that Can Be Collected
Marketing Research Is a Part of Marketing Strategy
Deciding Who Should Do the Research
Need for Assistance from Outside Research Organisations
Research Sources
Types of Research Available
Selecting an Outside Research Firm
Evaluating the Proposals
Ethical Considerations in Marketing Research
Researchers’ Obligations to Clients
The Changing Role of Marketing Research
Using the Internet for Marketing Research
The Need for More Creativity in Research
Non-Response as an Issue in the Effectiveness of Marketing Research
Learning Summary
This module has explored how marketing research can take some of the risk out of marketing decision-making by providing information that can contribute to sound marketing
decision-making. This may be achieved in all elements of the marketing-mix and, through
involvement in problem formulation and solution-finding, marketing research becomes an
integral part of the process of formulating marketing strategy. Marketing research can
perform a variety of studies and makes use of both primary and secondary data sources. It
can be applied either in-house or by marketing research companies that specialise in this
form of consultancy. The latter offer a wide range of services, from off-the peg studies to
tailor-made studies to meet the needs of individual clients. Like many other services
involving the generation of confidential information and reports, ethical considerations are
an important issue and need to be fully explored. New ways of asking questions pose
challenges for marketing researchers and the introduction of creativity into marketing
research is paramount.
2. Planning the Research Project
Learning Objectives
After reading this module you should be able to:
 understand how marketing research helps in allaying uncertainty;
 appreciate the cost and value of marketing research;
 appreciate the need to plan, schedule and control a marketing research project, probably
with the aid of computer-based PERT in this process.
Sections
2.1
2.2
2.3
2.4
2.5
2.6
2.7
2.8
2.9
2.10
2.11
2.12
2.13
2.14
2.15
Introduction
Marketing Problems
Continuous Monitoring for Problems
Problem Definition: Goal-Oriented Approach
Steps in Solving Problems
Deciding Whether to Undertake a Research Study
Uncertainty in Decisions
Probable Pay-Off of Each Option
Costs of Getting Information
The Research Plan and Proposal
Acquiring the Required Information
The Questions Requiring Answers
Planning in Advance for Analysis of Research Data
The Proposal
Use of PERT in Planning Research
Learning Summary
In this module it has been argued that marketing research performs a key role in helping to
solve marketing problems and improve decisions. It achieves this by producing information
that helps to allay uncertainty. The cost and value of marketing research, however, must be
taken into account when deciding how much time and effort to expend on this activity.
While the benefits of good information speak for themselves, the research has to be cost
effective if it is to be used at all. Where the costs outweigh the benefits it is not desirable to
undertake research. Marketing research projects are complex entities and require considerable planning, scheduling and control. This helps to coordinate a project and ensures that
research information is produced within the specified period and cost specifications.
Computer-based PERT network methods help to plan, schedule and control a project and
facilitate savings in the cost and time required to complete the project.
3. Secondary Data
Learning Objectives
After reading this module you should be able to:
 appreciate the various sources of secondary data;
 understand how to start systematically to collect this data.
Sections
3.1
3.2
3.3
3.4
3.5
3.6
3.7
Introduction
Types of Secondary Data
Searching For External Data
How Secondary Data Can Be Used
Other General Sources
Professional Organisations and Libraries
Using Secondary Data in Exploratory Research
Learning Summary
This module has considered the various sources of secondary data and suggested systematic
ways of searching for appropriate data or information relevant to a marketing problem.
Attention has been drawn to both government and commercial sources of data and to
libraries, bibliographies, indexes and abstracts as important aids in the search for information
process. Detailed information has been presented about many secondary information
sources.
4. Sampling
Learning Objectives
After reading this module you should be able to:
 appreciate the key elements involved in devising a sampling plan;
 understand the important features of both probability and non-probability samples;
 understand the major types and primary practical uses of both probability and nonprobability sampling;
 understand the primary approaches for determining sample size;
 appreciate the nature of the sources of sampling and non-sampling error and how to
minimise them.
Sections
4.1
4.2
4.3
4.4
4.5
4.6
Introduction
Sampling
The Sampling Frame
Sampling Methods
Sampling In Practice
The Size of the Sample
Learning Summary
This module has introduced the idea of sampling, contrasting it with a census. The key
elements involved in devising a sampling plan have been discussed and the importance of
properly defining the target population of interest has been emphasised. Illustrations of the
important features of both probability and non-probability samples have been given and the
major types and primary practical uses of both probability and non-probability sampling
have been outlined. The primary approaches for determining sample size have been
discussed and the concept of sampling and non-sampling error has been considered. The
nature of the factors contributing to response and non-response errors have been described
and suggestions made as to how response rates can be improved and non-response errors
minimised. Particular attention has been given to sampling methods that are most appropriate for small populations. Attention has also been paid to the management of the sampling
process and the determination of sample size.
5. Surveys
Learning Objectives
After reading this module you should be able to:
 appreciate the various approaches to collecting primary data through surveys: postal
surveys, personal interviews, telephone surveys, completely self-administered surveys,
panels and omnibus studies;
 understand the criteria used for selecting the data collection method best suited to the
specific marketing research problem on hand;
 understand that, when using surveys to help answer a marketing problem, relevance,
accuracy, timeliness and cost must be taken into account;
 appreciate the merits of different survey methods.
Sections
5.1
5.2
5.3
5.4
5.5
5.6
5.7
5.8
5.9
Introduction
Postal Surveys
Personal Interviews
Telephone Surveys
Self-Administered Surveys
Panels
Syndicated Research Services
Omnibus Studies
Interactive Research
Learning Summary
This module has explored some of the various methods of collecting primary data through
surveys: postal surveys, personal interviews, telephone surveys, completely self-administered
surveys, panels and omnibus studies. The importance of and criteria for selecting the data
collection method best suited to the specific marketing research problem have been
considered. When using surveys to help answer a marketing problem, relevance, accuracy,
timeliness and cost have to be taken into account. The module has discussed the merits of
different survey methods, since each method has its own advantages and limitations.
Attention has also been given to the use of panels, syndicated research services, omnibus
studies and interactive research.
6. Measurement and Scaling
Learning Objectives
After reading this module you should be able to:
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appreciate the basic concepts of measurement and scaling;
distinguish between the various types of measurement scales;
describe and illustrate the comparative types of measurement scales;
distinguish and illustrate the non-comparative types of measurement scales;
appreciate the difference between single-item versus multiple-item scales.
Sections
6.1
6.2
6.3
6.4
6.5
6.6
Introduction
Measurement
Scale Types
Attitude Measurement
Self-Reporting Methods
Methods For Rating Attributes
Learning Summary
This module has defined and discussed the basic concepts of measurement and scaling,
distinguishing among the various types of measurement scales. A description and illustration
of comparative types of measurement scales have been given, as have descriptions and
illustrations of non-comparative types of measurement scales. Single-item versus multipleitem scales have been compared and discussed. Various attitude measurement scales have
also been examined.
7. Questionnaires
Learning Objectives
After reading this module you should be able to:
 understand the principles involved in designing and constructing questionnaires;
 understand the principles involved in testing and debugging questionnaires.
Sections
7.1
7.2
7.3
7.4
7.5
7.6
Introduction
Structure of the Questionnaire
Stages in the Development of A Questionnaire
Questionnaire Design and Construction
Introducing a Questionnaire
Reliability and Validity in Questionnaire Design
Learning Summary
Questionnaire design is a craft. Many factors have to be taken into account when assembling
a questionnaire. These include such things as the overall research objectives, the kinds of
data analysis that are to be employed, the amount of money that can be spent on the
research project and the time in which the research has to be completed. There are no hard
and fast rules about designing a questionnaire but there is a set of guidelines that can be
followed to help overcome the risk of poor questionnaire design.
In this module we have examined issues in questionnaire design and construction. The
major activities involved in questionnaire design are: (1) preliminary considerations, (2)
question content, (3) question phrasing, (4) types of response format, (5) question sequence,
(6) questionnaire layout, and (7) pretest, revision and final version of the questionnaire. The
discussion emphasised general guidelines and suggested basic principles involved in asking
questions. For questionnaire construction, attention was focused on response formats,
logical flow and layout considerations. In discussing the pretesting of questionnaires
emphasis was placed on what items should be pretested, the manner in which the pretest
should be conducted, who should be the respondents in the pretest, and how large a sample
is required for the pretest. Finally, attention was paid to establishing the reliability and
validity of questionnaires.
8. Qualitative Research
Learning Objectives
After reading this module you should be able to:
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understand the nature and uses of focus groups;
understand the possible misuse of focus groups;
appreciate the techniques used in moderating group discussions;
understand the difference between focus groups used for consumer-product research
and those used for industrial research.
Sections
8.1
8.2
8.3
8.4
8.5
8.6
8.7
8.8
8.9
Introduction
Focus Groups
Types of Focus Groups
Other Group Research Methods
The Moderator
Preparation
The Interview
Industrial Focus Groups
Other Qualitative Research Methods
Learning Summary
This module has examined the nature and uses of focus groups, showing how this method
of data collection can obtain information that is largely unavailable through other types of
marketing research. Advice has been offered about the possible misuse of focus groups, and
details of the techniques used in moderating group discussions have been described. The
distinction between focus groups used for consumer-product research and those used for
industrial research has been made. Attention has also been drawn to a variety of other
qualitative research techniques, notably those relying on projective methods. Finally
consideration has been given to a new way of collecting qualitative data through the medium
of electronic interviews.
9. Observations and Experiments
Learning Objectives
After reading this module you should be able to:
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understand the role played by observational techniques in marketing research;
appreciate how experimentation can be applied in marketing;
understand the function and limitation of different experimental designs;
understand the different kinds of approaches that can be taken to test-marketing.
Sections
9.1
9.2
9.3
9.4
9.5
9.6
9.7
9.8
Introduction
Observation
Experiments
Impact of Extraneous Factors
Experimental Designs
Statistical Designs
Test-Marketing: An Introduction
Consumer-Tracking Studies
Learning Summary
This module has examined a variety of observational methods including those using
mechanical means and scanning. It has also looked at experimentation as a research method.
Different types of experimental design have been examined, together with a discussion of
their limitations, as well as a variety of approaches to test-marketing.
10. Quantitative Data Analysis
Learning Objectives
After reading this module you should be able to:
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understand how to identify meaningful patterns in research data;
understand how to convert into tables data collected with research instruments;
understand how to code questions;
understand how to analyse data with statistical methods;
appreciate how the computer can be used to transform and facilitate the interpretation of
research data.
Sections
10.1
10.2
10.3
10.4
10.5
10.6
10.7
10.8
10.9
10.10
10.11
10.12
10.13
10.14
Introduction
Interpretation
Analysis
Tabulation
Editing
Coding
Statistical Treatment: Giving Meaning to Survey Numbers
Measures of Location
Measures of Dispersion
Hypothesis Testing
Chi-Square Analysis
Use of Similarities Between Numbers to Show Cause and Effect
Analysis of Variance
Measuring Relationships
Learning Summary
This module has examined how research results can be analysed and interpreted to establish
meaningful patterns. The steps involved in converting completed research instruments into
tables has been examined, together with the coding of answers to questions and the
statistical treatment of survey data. Attention has been given to the role of the computer in
transforming and facilitating the interpretation of research data. Specific topics covered
include the cross-tabulation of data, correlation and regression. Multivariate analysis of
variance has also been covered, together with other multivariate techniques such as multiple
regression analysis, cluster analysis, factor analysis, conjoint analysis and multidimensional
scaling.
11. Qualitative Data Analysis
Learning Objectives
After reading this module you should be able to:
 understand the general overall approach to qualitative analysis;
 appreciate the types of computer programs that may be used to help in the process of
categorisation and other aspects of qualitative research;
 understand how to improve data display;
 convey meaning in the analysis through the use of matrices, networks and diagrams.
Sections
11.1
11.2
11.3
11.4
Introduction
Qualitative Analysis
Operational Aspects of Qualitative Research
Data Displays
Learning Summary
In this module we have examined the general overall approach to qualitative analysis, a key
aspect of which involves transcribing what has been said or otherwise recorded and then
undertaking a detailed analysis of the transcribed written text. This involves searching for key
words and phrases and categorising sections of text. Methods for doing this have been
reported in the module, together with types of computer programs that may be used to help
in this process. In quantitative research, tables and graphs are used to display data and
convey meaning in the analysis. In qualitative analysis the same effect may be achieved with
the use of matrices and networks. The module has given some examples of these tools. In
the case of networks, attention has also specifically been given to the construction of causal
diagrams that can do much to help in the interpretation of findings.
12. Evaluating, Reports and Presentation
Learning Objectives
After reading this module you should be able to:
 understand the importance of the presentation to the success of a research study;
 appreciate the preparation of different aspects of the presentation;
 understand how to use some of the visual and electronic aids that are available to the
presenter.
Sections
12.1 Introduction
12.2 Evaluation of Research
12.3 The Written Report
12.4 The Sections of a Report
12.5 The Oral Research Report
12.6 Visual Aids and Their Use
Learning Summary
This module has examined the importance of the presentation to the success of a research
study. It looked at the preparation of the different aspects of the presentation and concluded
with a discussion of some of the visual and electronic aids that are available to the presenter.
13. Applied Marketing Research
Learning Objectives
After reading this module you should be able to:
 understand how marketing research may be applied to specific areas of
marketing.
Sections
13.1
13.2
13.3
13.4
13.5
13.6
13.7
13.8
13.9
13.10
13.11
13.12
13.13
13.14
Introduction
Product Research
Getting Ideas for New Products
Product Delivery
Naming the Product
Packaging the Product
Market Segmentation Research
Cartographying Geographic Segmentation
Competition Research
Promotion Research
Measuring Advertising Effectiveness
Selling Research
Pricing Research
Distribution Research
Learning Summary
This module has examined several applied areas of marketing research: product research,
segmentation research, competition research, promotion research, pricing research and
distribution research. In the case of product research, attention has been paid to product
generation and testing, consumer product testing and packaging research. In the case of
segmentation research, attention has been given to researching ways of segmenting the
market. In promotion research, attention has been focused on the ways of assessing its
suitability and effectiveness, and various approaches to pricing research were examined.
Finally, attention was paid to some aspects of distribution research.
14. Marketing Research Settings: Business-To-Business, Services
and Internal Marketing
Learning Objectives
After reading this module you should be able to:
 understand the differences and similarities between consumer marketing research and
business-to-business marketing research;
 appreciate how marketing research can be applied to the marketing of services;
 have an understanding of the concept of internal marketing and the role that can be
played by marketing research within such a context.
Sections
14.1
14.2
14.3
14.4
14.5
Introduction
Business-To-Business Marketing Research
Research Into Services
SERVQUAL
Research for Internal Marketing
Learning Summary
The module has examined business-to-business marketing research and internal marketing
research. In the case of business-to-business marketing research the differences and the
similarities with consumer marketing research have been explored. Business-to-business
marketing research has changed considerably in recent years and employs many of the
approaches that were at one time the domain of consumer research.
Service marketing research includes shopping surveys. In a shopping survey, a field worker poses as a customer and, following a list of predefined steps, makes mental notes. Major
users of such surveys are retailers and hotels. Such studies are generally handled by an
outside specialist firm. It also makes use of customised, full-scale studies of service satisfaction to provide measurement of customer reactions to the delivery of service. Other
customer/client reaction studies are often used by small-scale retailers or service firms as
well as by the larger firms.
Parasuraman et al. published their now classic article which led to a revolution in the way
that service quality is dealt with. In that paper the results of their exploratory research were
presented, including a statement of ten service quality determinants that appeared to be
relevant. In order to improve ‘true quality’ in a service organisation the first step is to
identify the quality determinants most important or relevant to the company’s target market
and then assess their own and their competitors’ performance. This early work formed the
basis for the development of SERVQUAL.
Internal marketing is based upon the idea that every individual in an organisation, particularly a service organisation, should recognise that they have customers to serve. There is a
positive link between internal service quality and external service quality and hence customer
satisfaction, customer loyalty and the profitability of the organisation. Market research can
be adopted for use with employees. Personnel can be given the opportunity to give feedback
to management about working conditions, company policy in general and workers’ own
understanding about what comprises quality for the customer. The relationships between
organisational sub-units and their relationship to top management are also important. This
can be assessed by a variation of the SERVQUAL instrument mention above.
15. Global Marketing Research
Learning Objectives
After reading this module you should be able to:
 appreciate how marketing research is organised and conducted in global markets;
 understand how global marketing research may differ from research in the home market.
Sections
15.1
15.2
15.3
15.4
15.5
Introduction
Global Marketing Research
Desk Research
Principal Methods of Organising Research
Marketing Research in Developing Countries
Learning Summary
Emphasis has been placed on how marketing research is organised and conducted in global
markets. Desk research is an important source of information and attention has been given
in the chapter to identifying fruitful sources of information. There are additional difficulties
involved in undertaking marketing research in developing countries and the situation is also
worsened by a lack of requisite research skills and a poor appreciation of the value of
marketing research. Often, few indigenous organisations possess marketing research
departments and comparatively few commercial marketing research services exist.
16. Marketing Decision-Support Systems
Learning Objectives
After reading this module you should be able to:
 appreciate the nature of marketing decision-support mechanisms;
 appreciate, in particular, the use of traditional management science and operational
research tools in marketing.
Sections
16.1
16.2
16.3
16.4
Introduction
Marketing Information Systems
Decision-Support Mechanisms
Forecasting Demand
16.5 Applications for Mathematical Models in the Marketing Decision-Support System
16.6 Expert Systems and Decision Support
Learning Summary
Marketing information systems exist to help marketing managers get to grips with the
volumes of data with which they are constantly bombarded. The marketing information
system provides management with a variety of reports to help its decision-making.
Marketing planning requires the size of current and potential markets to be carefully
measured and estimated. There are several approaches to forecasting. Some methods rely on
asking questions of people, while others involve the statistical analysis of historical data.
An indication and examples of how management science/operational research techniques
and tools can be applied to marketing problems is given. Methods considered included linear
programming, transportation models, assignment models, network models, decision trees,
inventory models, queuing theory models, Markov analysis, simulation and game theory.
A growing area of interest and importance in the area of decision-support systems are
expert systems. There are many opportunities for the implementation of expert systems in
marketing.