1. The Market Research Process
1. Defining the
problem and
objectives
2. Developing
the research
plan
3. Collecting
the
information
4. Analysing
the
information
5. Presenting
the findings
Steps
Comments
Distinguish between
the research type
needed e.g.
- exploratory
- descriptive
- causal
Decide on
- budget
- data sources
- research
approaches
- research
instruments
- sampling plan
- contact methods
Information is
collected
according to
the plan ( it is
often done by
external firms)
Statistical
manipulation of
the data collected
(e.g. regression)
or subjective
analysis of focus
groups
Overall conclusions
to be presented
rather than
overwhelming
statistical
methodologies
If a problem is
vaguely defined,
the results can
have little
bearing on the
key issues
The plan needs
to be decided
upfront but
flexible enough
to incorporate
changes/
iterations
This phase is
the most costly
and the most
liable to error
Significant
difference in
type of analysis
according to
whether market
research is
quantitative or
qualitative
Can take various
forms:
- oral presentation
- written conclusions
supported by analysis
- data tables

2. Stages in Research Process

5.  Designing the Research Project
 Research design
 An overall plan for obtaining the information needed to
address a research problem or issue
 Hypothesis
 An informed guess or assumption about a certain problem or
set of circumstances
 Accepted or rejected hypotheses act as conclusions for the
research effort

6. Determining the Research Technique
 Selection of the research technique
depends on a variety of factors:
 The objectivity of the data sought must be
determined. Unstructured data will require more
open-ended questions and more time than
structured data.
 Whether the data should be collected in the real
world or in a controlled environment.
 Whether to collect historical facts or information
about future developments.
6

7. The Marketing Research Process
 Collecting Data
 Types of data
 Primary data: data observed and recorded or collected directly
from respondents
 Secondary data: data complied both inside and outside the
organization for some purpose other than the current
investigation

8. Methods for Developing Primary Data
Data
Qualitative?
Quantitative?
Focus Groups
Observation
Interviews
Panels
Surveys
Experiments

9.  Methods of Collecting Primary Data
 Sampling
 Population—all the elements, units, or individuals of interest to
researchers for specific study
 Sample—a limited number of units chosen to represent the
characteristics of a total population
 Types of sampling
 Probability—each element has an known chance for study
 Random—each element has an equal chance for study
 Stratified—study population divided into like groups
 Quota: population is grouped and elements are arbitrarily chosen

10.  Basic Survey Methods
 Mail survey
 Telephone survey
 Online survey
 Personal interview survey
 In-home (door-to-door) interview
 Focus-group interview
 Telephone depth interview
 Shopping mall intercept interviews
 On-site computer interviews

12.  Observation (for Data Collection) Methods
 Direct contact with subject is avoided to reduce possible awareness
of observation process.
 Physical conditions, subject actions, and demographics are noted.
 Data gathered may be influenced by observer bias.
 Experimentation
 A research method that attempts to maintain (control) certain
variables while measuring the effects of experimental
(uncontrolled) variables
 Delphi studies : Delphi studies are a means for
aggregating the judgements of a number of experts who
cannot come together physically.
-The Delphi technique is particularly valuable because it
uses mail, fax, or electronic communication to bridge large
distances and therefore makes experts accessible at a
reasonable cost.

13. External Market Research Firms
Types Description
1. Syndicated - service research
firms
Data gathered periodically from
customers and distribution channels and
then sold to clients (e.g. A.C. Nielson)
2. Custom market research firms Hired to carry out specific research
projects for clients. The firm conducts the
survey and the results are the property of
one client only (e.g. Research
International)
3. Specialty line research firms Firms providing a specialised service to
other market research firms, e.g. a firm
selling field interviewing services

14.  Questionnaire Construction
 Open-ended question
 Question which invites the respondent to answer as their own
interests or personal subjectivity dictates
 Dichotomous question
 Question which to which the respondent can make only an
either/or or yes/no response
 Multiple-choice question
 Question asks the respondent to choose a response from a fixed
set of responses

15. Interpreting Research Findings
 Statistical Interpretation
 Analysis of survey data to determine what is typical or
what deviates from the average that indicates:
 How widely the responses vary
 How the responses are distributed
 Which hypotheses are supported
 Which hypotheses are rejected

16. Interpreting Research Findings
 Reporting Research Findings
 Take an objective look at survey findings
 Report deficiencies and reasons for
deficiencies
 Prepare a formal, written document
 Summary and recommendations
 Short, clear, and simply expressed for executives
 Technical report
 Contains more detailed information about research methods
and procedures and important data gathered

17.  Benefits of Marketing Research
 Helps firms stay in touch with customers’ changing
attitudes and purchase patterns
 Assists in better understanding market opportunities
 Determines the feasibility of a particular marketing
strategy
 Aids in the development of marketing mixes to match
the needs of customers
 Improves marketer’s ability to make decisions