Name : TẠ HỒNG NGỌC TRANG

Class: K59CA

CHAPTER 4
1. Marketing research process
 Overview of the Marketing Research Process:
Step 1: Problem Definition
Step 2: Development of an Approach to the Problem
Step 3: Research Design Formulation
Step 4: Field Work or Data Collection
Step 5: Data Preparation and Analysis
Step 6: Report Preparation and Presentation

 Step 1: Problem Definition

Define the problem and research objectives. The first step in any marketing research study is to
define the problem, while taking into account the purpose of the study, the relevant background
information, what information is needed, and how it will be used in decision making. This stage
involves discussion with the decision makers, interviews with industry experts, analysis of
secondary data, and, perhaps, some qualitative research, such as focus groups. There are three
types of objectives that can be deployed in marketing research: exploratory research, descriptive
research, causal research.
 Step 2: Development of an Approach to the Problem
Step two includes formulating an objective or theoretical framework, analytical models, research
questions, hypotheses, and identifying characteristics or factors that can influence the research
design. This process is guided by discussions with management and industry experts, case studies
and simulations, analysis of secondary data, qualitative research, and pragmatic considerations.
 Step 3: Research Design Formulation
A research design is a framework or blueprint for conducting the marketing research project. It
details the procedures necessary for obtaining the required information, and its purpose is to
design a study that will test the hypotheses of interest, determine possible answers to the research
questions, and provide the information needed for decision making. Decisions are also made
regarding what data should be obtained from the respondents (e,g,, by conducting a survey or an
experiment). A questionnaire and sampling plan also are designed in order to select the most
appropriate respondents for the study.
 Step 4: Field Work or Data Collection
Field work, or data collection, involves a field force or staff that operates either in the field, as in
the case of personal interviewing (focus group, in-home, mall intercept, or computer-assisted
personal interviewing), from an office by telephone (telephone or computer-assisted telephone
interviewing/CATI), or through mail (traditional mail and mail panel surveys with pre-recruited
households). Proper selection, training, supervision, and evaluation of the field force helps
minimize data-collection errors. In marketing research, an example of data collection is when a
consumer goods company hires a market research company to conduct in-home ethnographies and
in-store shop-alongs in an effort to collect primary research data.
 Step 5: Data Preparation and Analysis
 Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with the
goal of highlighting useful information, suggesting conclusions, and supporting decision making.
Data analysis has multiple facets and approaches, encompassing diverse techniques under a
variety of names in different business, science, and social science domains. Data mining is a
particular data analysis technique that focuses on modeling and knowledge discovery for
predictive rather than purely descriptive purposes. Marketers use databases to extract applicable
information that identifies customer patterns, characteristics and behaviors.
 Step 6: Report Preparation & Presentation
During the Report Preparation & Presentation step, the entire project should be documented in a
written report that addresses the specific research questions identified; describes the approach, the
research design, data collection, and data analysis procedures adopted; and presents the results and
the major findings. This permanent document is also helpful because it can be easily referenced by
others who may not have been part of the research.
The findings should be presented in a comprehensible format so that they can be readily used in
the decision making process. In addition, an oral presentation should be made to management
using tables, figures, and graphs to enhance clarity and impact.

 The marketing research process involves six steps: 1: problem definition, 2: development of
an approach to the problem, 3: research design formulation, 4: data collection, 5: data
preparation and analysis, and 6: report preparation and presentation.
 The first step in any marketing research study is to define the problem, while taking into
account the purpose of the study, the relevant background information, what information is
needed, and how it will be used in decision making.
 This stage involves discussion with the decision makers, interviews with industry experts,
analysis of secondary data, and, perhaps, some qualitative research, such as focus groups.
 There are three types of objectives that can be deployed in marketing research: exploratory
research, descriptive research, and causal research.
2. Research approaches
 Types of research approaches
In a broad, interdisciplinary field such as Planning, research may be conducted in a number of ways. Five
possible research approaches are suggested below. They are by no means mutually exclusive: a research
project may include two or more of these approaches, or approaches other than those described.

 The descriptive study

This approach attempts to identify the characteristics of a problem through description. Because
the subject cannot be described in all its detail, careful selection of facts must occur. Facts should
be gathered according to pre-determined criteria and for the purpose of demonstrating
relationships of interest. To the extent that the descriptive study of a particular problem provides
one with a generalized understanding of a phenomenon that, in turn, can be employed to
understand other specific problems, this approach is useful and acceptable. An example of this
approach would be a description of an unusual planning program in operation in one Municipality,
with the objective being to illustrate how the program differs from similar programs found in other
Municipalities.
 The explanatory study
This approach attempts to find the answer to an enigmatic question. For example, why has an
urban area acquired its particular shape, or why has a city council refrained from allowing mobile
 home parks in the community? The explanatory studies are designed to investigate origin - cause-
effect relationships. The typical study includes the collection of empirical data for the formulation
of hypotheses or less pretentious hunches and the subsequent test of these hypotheses by any one
of a number of ways available to the researcher.
 The remedial study
The remedial study seeks to formulate plans to correct or improve undesirable social, economic,
political, and environmental conditions. These undesirable conditions, causes and processes
associated with them are analyzed. Plans, strategies, and policies are formulated to remedy the
undesirable conditions. Implementation methods may be suggested. A remedial study may be
directed to the solution of pollution of a lake ringed by cottages or to pedestrian and vehicular
conflicts in the central business district.
 The methodological study
The methodological study attempts to devise, test or improve new research methods in Planning.
The study may deal with the development of a specific technique for the discipline or may take a
technique developed by another discipline and attempt to apply it to a Planning context. Possible
examples of this approach are innumerable; for example, the application of new forecasting
techniques developed in Management Science to a planning problem, or an attempt to develop
methods for breaking down cross census information into smaller temporal or areal units.
 The historical study
If it is designed to facilitate a deeper understanding of historical processes and is not merely an
attempt to fill gaps in our factual knowledge, the historical approach can be very useful. Studies
detailing the transference of the modern town Planning movement from Europe to North America
or the evolution of company towns in Ontario would be appropriate uses of the historical
approach.
3. Research instruments
 What is a Research Instrument?
A Research Instrument is a tool used to collect, measure, and analyze data related to your
research interests. These tools are most commonly used in health sciences, social sciences, and
education to assess patients, clients, students, teachers, staff, etc. A research instrument can
include interviews, tests, surveys, or checklists. The Research Instrument is usually determined
by researcher and is tied to the study methodology.

 Choosing a Research Instrument

Choosing a Research Instrument is done after conceptualization and the units of analysis have
been chosen, and before operationalizing concepts construct instruments:
1. Select a topic
2. Formulate a thesis statement
3. Choose the types of analyses
4. Research and write a literature review
5. Formulate the research questions
6. Conceptualize a topic, refine thesis
7. Choose research method and research instrument
8. Operationalize concepts construct instruments
9. Formulate the data collection strategy
10. Perform a pilot study
11. Collect data
12. Prepare the data for processing & analysis
13. Process & analyze data
14. Interpret & make inferences about data
15. Write the research paper
16. Publish data

 Characteristics of a Good Research Instrument

 Valid and reliable
 Based on a conceptual framework, or the researcher's understanding of how the particular
variables in the study connect with each other
 Must gather data suitable for and relevant to the research topic
 Able to test hypothesis and/or answer proposed research questions under investigation
 Free of bias and appropriate for the context, culture, and diversity of the study site
 Contains clear and definite instructions to use the instrument
 There are 3 types of Research Instruments: Interviews, Observations, Surveys
o Interviews: Interviews or the interaction where verbal questions are posed by an interviewer to
elicit verbal responses from an interviewee.
Structured Interview: A formal set of questions posed to each interviewee and recorded using a
standardized procedure.
Unstructured Interview: A less formal set of questions; the interviewer modifies the sequence and
wording of questions.
Non-Directive Interview: An unguided interview, including open-ended questions and use of
spontaneous engagement.

Focus Interview: An emphasis on the interviewees subjective and personal responses where the
interviewer engages to elicit more information.
Focus Group Interview: A group of selected participants are asked about their opinion or
perceptions concerning a particular topic
o Observations: Observation (watching what people do) is a type of correlational (non-
experimental) method where researchers observe ongoing behavior.
Structured Observations: Research conducted at a specific place, time, where participants are
observed in a standardised procedure. Rather than writing a detailed description of all behaviors
observed, researchers code observed behaviors according to a previously agreed upon scale.
Naturalistic Observation: The study the spontaneous behavior of participants in natural
surroundings. The researcher simply records what they see in whatever way they see it.
Participant Observation: A variation on natural observations where the researcher joins in and
becomes part of the group they are studying to get a deeper insight into their lives.
o Surveys: Survey research encompasses any measurement procedures that involve asking
questions of respondents. The types of surveys can vary on the span of time used to conduct the
study. They can be comprised of cross-sectional surveys and/or longitudinal surveys. Types of
questions asked in surveys include:
Free-Answer: Also referred to as open-ended questions, these include unrestricted, essay, or
unguided questions.
Guided Response Type: Recall-type questions asking the participant to recall a set of categories.
Multiple-choice or multiple response questions.