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RESEARCH
The systematic and objective identification, collection,
analysis, dissemination, and use of information for the
purpose of assisting management in decision making
related to the identification and solution of problems
and opportunities in marketing”
Naresh K. Malhotra
Marketing Reserch: An Applied Orientation
RESEARCH
Def. - Formal communication link with the environment
to provide accurate and useful information for better
decision making.
Market Analysis
Identifying and evaluating opportunities
Competitive Analysis
Market Segmentation
Analyzing market segments and selecting target markets
Marketing Strategy Design
Planning and implementing a marketing mix
Analyzing Marketing Performance
ROLE OF RESEARCH IN DECISION
MAKING
Customer Groups
Uncontrollab
• Consumers
le
• Employees
Environment
Controllabl • Shareholders
al Factors
e • Suppliers
Marketing
• Economy
Variables
• Technology
Research • Competition
• Product
• Laws and
• Pricing
Regulations
• Promotion
Assessing Providing Marketing • Social and
•
Informatio Informatio Decision Cultural
Distribution n Needs n Making Factors
• Political
Factors
Managers
• Market Segmentation
• Target Market Selection
• Marketing Programs
• Performance and Control
\ 03/13/20
MANAGERIAL VALUE OF RESEARCH
Value
Relevance
Quality
Timeliness
Completeness
Objectivity of Investigator
Unbiased
Procedural integrity
Accurate reporting
Accuracy of Measurement
Valid and Reliable
Meaningful and useful
Appropriate design (sample, execution)
Open-minded to Findings
Willing to refute expectations
Acknowledge limitations
Problem Discovery Problem Selection of
and Definition discovery sampling
technique
Sampling
Selection of
exploratory research
technique Probability Nonprobability
Secondary
Experience Pilot Case Collection of
(historical) Data
survey study study data
data Gathering
(fieldwork)
Data
Selection of processing
Research Design basic research
method Conclusions Interpretation
and Report of
findings
Experiment Survey
Secondary
Laboratory Field Interview Questionnaire Observation
Data Study Report
THE RESEARCH PROCESS
Observation research
Focus Groups
Experiments
STEP 3: DESIGN SAMPLE
Sample: a subset from a larger population
Probability vs. nonprobability sample
Number of respondents
Method of contact
Management of non-response
Handling of data
STEP 4: DEVELOP MEASUREMENT
INSTRUMENTS
What observation form or questionnaire will
be best suit the needs of the project?
Anonymous? Confidential?
Data Cleansing
Summarization
Error Assessment
Reliability/Validity
STEP 6: ANALYZING THE DATA