1. MARKETING
RESEARCH
Techniques

2. • Data Sources
Primary Data
- Freshly gathered data for specfic purpose.
- First hand information
- Expensive to collect, analyse and evaluate
Secondary Data
- Data that has already been collected for other purposes
- published data

3. • Primary data collection
Contact
Methods
Research
Approaches
• Observation
• Survey
• Experiment
•
•
•
•
Sampling Plan
Mail
Telephone
Personal
Online
• Sampling
Unit
• Sample Size
• Sampling
Procedure
Research
Insttruments
• questionnaire
• Mechanical
instruments

4. Research Approaches
• Observational Research
The gathering of primary data by observing relevant
people,actions and situations
• Survey Research
Gathering primary data by asking people questions
about their knowledge, attitudes, preferences, and buying behaviour.
• Experimental Research
Gathering primary data by selecting matched groups of
subjects ,giving them different treatment, controlling related factors,
and checking for differences in group responses

5. Contact Methods
• Mail Questionnaire
- Questionnaires are mailed by interviewer
- Questionnaire should be simple and clearly worded
• Telephone Interview
- Interactive
- Can gather information quickly
• Personal Interview
1. Individual interviewing – Interviewing people in their homes or
offices or in shopping malls.

6. 2. Group / focus group interviewing – Interviewing six to ten people for a
few hours with a trained interviewer and make them talk about a
product , services or organization.The interviewer “focuses” the group
discussion on important issues .
• Online marketing research
Collecting primary data through internet surveys and online focus
groups.

7. Sampling Plan
Sample – A segment of the poplutation selected for marketing research
to represent the population as a whole
Designing a sample requires :
1. Sampling Unit
Who should be surveyed?
2. Sample Size
How many should be surveyed?
3. Sampling procedure
How should they be selected for the survey?

8. Research Instruments
Questionnaires
1. Closed-end questions - This questionnaires include all posible
answers and the respondents want to make choices among them.
2. Open-end questions - Allows respondents to answer in their own
words.
Mechanical Instruments
Researchers use mechanical instruments to monitor consumer
behavior

9. Gathering Secondary Data
-Secondary data can be collected from company’s internal data base.
-Companies can buy secondary data from external information
sources
Examples of extenal information sorces
1. LexisNexis – Track firms , industries trends and pramotion
techniques.
2. Information Resources,Inc – provides supermarket scanner data for
tracking grocery product movement and new product purchasing
data
3. U.S. Census – provides detailed statistics and trends about the U.S.
Population.