Chapter-4

Conducting Marketing Research

Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

The Marketing Research Process

Step 1: Define the Problem, the Decision Alternatives, and the Research Objectives
Problem should not be too broadly or too narrowly defined
Define the problem and research objectives Develop the Research Plan

Collect the information Analyze the information

(I) Exploratory (II) Descriptive (III)Casual

Present the findings

Make the decision

The Marketing Research Process

Step 2: Develop the Research Plan
Data Sources Research Approaches Research Instruments Sampling Plan Control Methods
Data Sources: (I) Primary Data (ii) Secondary Data
Define the problem and research objectives Develop the Research Plan

Collect the information Analyze the information

Present the findings

Make the decision

The Marketing Research Process

Step 2: Develop the Research Plan
Data Sources Research Approaches Research Instruments Sampling Plan Contact Methods
Research Approaches: Five Ways Observational Research Ethnographic Research Focus Group Research Survey Research Behavioral Data Experimental Research
Analyze the information Define the problem and research objectives Develop the Research Plan

Collect the information

Present the findings

Make the decision

The Marketing Research Process

Step 2: Develop the Research Plan
Data Sources Research Approaches Research Instruments Sampling Plan Contact Methods
Research Instruments: Three main Instruments
Questionnaires- Closed-end, Open-end Qualitative Measure Technological Devices
Define the problem and research objectives Develop the Research Plan

Collect the information Analyze the information

Present the findings

Make the decision

The Marketing Research Process

Step 2: Develop the Research Plan
Data Sources Research Approaches Research Instruments Sampling Plan Contact Methods
Define the problem and research objectives Develop the Research Plan

Collect the information Analyze the information

Sampling Plan:
Sampling Unit Sampling Size Sampling Procedure Probability Sample Nonprobability Sample

Present the findings

Make the decision

The Marketing Research Process

Step 2: Develop the Research Plan
Data Sources Research Approaches Research Instruments Sampling Plan Contact Methods
Define the problem and research objectives Develop the Research Plan

Collect the information Analyze the information

Contact Methods Mail Questionnaire Telephone Interview Personal Interview Online Interview

Present the findings

Make the decision

The Marketing Research Process

Step 3: Collect the Information
Define the problem and research objectives Develop the Research Plan

Four Major Problem of Data Collection -Some Respondent will not be present/Replaced -Refuse to Cooperate -Some Interviewees will be biased or dishonest -Some Interviewers will be biased or dishonest

Collect the information Analyze the information

Present the findings

Make the decision

The Marketing Research Process

Step 4: Analyze the Information
Define the problem and research objectives Develop the Research Plan

Test Hypothesis Sensitivity analysis to test assumptions

Collect the information Analyze the information

Present the findings

Make the decision

The Marketing Research Process

Step 5: Present the Findings
Define the problem and research objectives Develop the Research Plan

Present research findings in as understandable and compelling as possible

Collect the information Analyze the information

Present the findings

Make the decision

The Marketing Research Process

Step 6: Make the decision
Define the problem and research objectives Develop the Research Plan

Collect the information Analyze the information

Present the findings

Make the decision