MARKETING RESEARCH PROCESS
By
DR. LOKESH JINDAL
ASSOCIATE PROFESSOR
Department of Management
LEARNING OUTCOMES
1. Classify marketing research into one of three types
2. List the major phases of the marketing research
process
3. Distinguish between the concepts of theory and
hypothesis
4. Explain the difference between a research project and
a research program
Introduction
• Key ways in which researchers contribute to
decision making:
1. Helping to better define the current situation
2. Defining the firm—determining how consumers,
competitors, and employees view the firm
3. Providing ideas for product improvements or
possible new product development
4. Testing ideas that will assist in implementing the
marketing mix strategy for the firm
5. Examining how correct a certain marketing theory
is in a given situation
Types of Marketing Research
• Marketing Research (Information)
Reduces uncertainty
Helps focus decision making
• Types of Research
Exploratory
Descriptive
Causal
• Uncertainty Influences the Type Of Research
Complete certainty = Causal or descriptive research
Absolute ambiguity = Exploratory research
Exploratory Research
• Exploratory Research
Conducted to clarify ambiguous situations or discover
ideas that may be potential business opportunities.
Initial research conducted to clarify and define the
nature of a problem
Does not provide conclusive evidence
Subsequent research expected
• Exploratory Research Methods
Secondary data
Experience survey
Pilot studies
Descriptive Research
• Descriptive Research
Describes characteristics of objects, people, groups,
organizations, or environments
Addresses who, what, when, where, and how questions
Some understanding of the nature of the problem exists
• Diagnostic Analysis
Seeks to diagnose reasons for market outcomes and
focuses specifically on the beliefs and feelings
consumers have about and toward competing
products.
Does not provide direct evidence of causality
Surveys are typical diagnostic descriptive research tools.
Causal Research
• Causal Research Defined
Research conducted to identify cause and effect
relationships (inferences)
EXHIBIT 3.1 Types of Marketing Research
Note: The degree of uncertainty of the research problem determines the research methodology.
Stages in the Research Process
• Process Stages:
1. Defining the research objectives
2. Planning a research design
3. Planning a sample
4. Collecting the data
5. Analyzing the data
6. Formulating the conclusions and preparing the
report
EXHIBIT 3.2 Stages of the Research Process
EXHIBIT 3.3
Flowchart of
the Marketing
Research
Process
Note: Diamond-shaped boxes indicate stages in the research process in which a choice of one or more
techniques must be made. The dotted line indicates an alternative path that skips exploratory research.
Defining the Research Objectives
• Research Objectives
The goals to be achieved by conducting research.
• Deliverables
The consulting term used to describe research
objectives to a research client.
• Defining the Managerial Decision Situation
Clarify the problem, opportunity, or monitor operations
Define the managerial decision situation
Exploratory Research Techniques
• Previous Research
Historical data and literature reviews.
• Pilot Studies
A small-scale research project that collects data from
respondents similar to those to be used in the full study.
• Pretest
A small-scale study in which the results are only preliminary and
intended only to assist in design of a subsequent study.
• Focus Group
A small group discussion about some research topic led by a
moderator who guides discussion among the participants.
Stating Research Objectives
• Theory
A formal, logical explanation of some events that
includes predictions of how things relate to one
another.
• Hypothesis
A statement that can be refuted by empirical data
EXHIBIT 3.7 Example Decision Statements, Research Objectives, and
Research Hypotheses
Decision Statement: Research Objectives: Hypotheses:
What should be the retail Forecast sales for product Sales will be higher at $5.00
price for product X? X at three different prices. than at $4.00 or at $6.99.
What things should we Identify the top factors that Cleanliness is related
invest in to improve our contribute to customers’ positively to customers’
service quality? service quality perceptions. service quality perceptions.
Should we invest in a Determine how much role Crowding is related
training program to reduce conflict influences negatively to customers’
role conflict among our employee job satisfaction. service quality perceptions.
employees?
Role conflict is related
positively to job satisfaction.
Planning the Research Design
• Research Design
A master plan that specifies the methods and
procedures for collecting and analyzing the needed
information.
Framework:
Objectives of the study
Sources of information
Design technique (survey or experiment)
Sampling methodology
Schedule and cost of the research
Selection of the Basic Research Method
• Survey
A research technique in which a sample is
interviewed in some form or the behavior of
respondents is observed and described.
Telephone
Mail (Written)
Internet
Personal interview
Selection of the Basic Research Method
(cont’d)
• Experiment
A carefully controlled study in which the researcher
manipulates a proposed cause and observes any
corresponding change in the proposed effect.
Experimental variable: the proposed cause that is controlled
by the researcher by manipulating it.
Manipulation: the researcher alters the level of the variable in
specific increments.
Test market: an experiment that is conducted within actual
market conditions.
Selection of the Basic Research Method
(cont’d)
• Secondary Data for Descriptive and Quantitative
Analysis
The use of historical data to predict (forecast) future
outcomes or demonstrate a correlation with related
variables.
• Observation
Recording what can be observed.
Advantage: avoids self-report bias.
Disadvantage: cannot record what cannot be observed.
• There is no one “best” design.
Sampling
• Sampling
Involves any procedure that draws conclusions based
on measurements of a portion of the population.
• Sampling Decisions
Who to sample?—target population
What size should the sample be?
How to select the sampling units?
Random sample
Cluster-sample
Gathering Data
• Unobtrusive Methods
Methods in which research respondents do not have
to be disturbed for data to be gathered.
Processing and Analyzing Data
• Editing Data
Editing involves checking the data collection forms for
omissions, legibility, and consistency in classification
• Coding Data
Applying rules for interpreting, categorizing,
recording, and transferring the data to the data
storage media are called codes.
• Data Analysis
The application of reasoning to understand the data
that have been gathered.
Drawing Conclusions and Preparing a
Report
• Steps in Communicating the Research Findings
Interpreting the research results
Describing the implications
Drawing the appropriate conclusions for managerial
decisions.
• Reporting Requirements
Conclusions fulfill the deliverables promised in the
research proposal.
A clearly-written, understandable summary of the
research findings
The Research Program Strategy
• Research Project
A single study that addresses one or a small number
of research objectives.
Uses specific techniques for solving one-dimensional
problems, such as identifying market segments, selecting the
best packaging design, or test-marketing a new product.
• Research Program
Numerous related studies that come together to
address multiple, related research objectives.
Because research is a continuous process,
management should view marketing research at a
strategic planning level.
