Marketing Reserach Module

St.
Nicolas College BS IN BUSINESS ADMINISTRATION

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Technology
MKTG 9 MARKETING RESEARCH
Lesson 1: Marketing Research Introduction
Learning Objectives:
After reading this chapter the students should be able to:
 Define marketing research;
 Understand the nature of marketing research
 List the different methods of conducting marketing research;
 Compare the two basic categories of marketing research;
 Differentiate the various types of organizations that conduct marketing research;
 Enumerate the different uses of marketing research;
 Discuss the steps in the marketing research process; and
 Identify marketing research practices that are perceived as unethical.
After ideas for products are conceived, marketing research is usually the first step in the marketing
process. Small and big companies conduct marketing research to get hold of information from the
marketplace. They obtain information on competitors and determine the needs and wants of consumers and
customers. They use the information gathered to solve problems. Marketers then analyze the data and
develop various marketing strategies.
THE NATURE OF MARKETING RESEARCH
A lot of organizations find the markets they serve are dynamic with customers, competitors and market
situations constantly changing. These organizations discover that marketing efforts that work today cannot be
relied upon to be successful in the future. Coping with varying conditions necessitate marketers have enough
market knowledge to make the appropriate adjustments to their marketing strategy. Gaining knowledge for
marketers is accomplished through marketing research.
Marketing is the process of planning and executing the conception, pricing, Promotion, and
distribution of ideas, goods, and services to create exchanges that gratify both individual and organization
objectives. The goal of an organization based from the marketing concept is customer satisfaction rather than
profit maximization. Basically, the organization should be consumer-oriented with the intention of trying to
understand consumers' requirements and satisfy them Pr0mptIy and efficiently, in ways that 'are valuable to
the consumer and the organization. This means that any organization should make researches and seek to
acquire information on consumer needs and collect marketing intelligence to help satisfy these requirements
efficiently.
Marketing research is a significant part of such a marketing intelligence system. Through providing
relevant, accurate, and timely (RAT) information, marketing research helps to improve management decision
making. Every decision creates distinctive needs for information, and applicable strategies can be created
based on the information obtained through marketing research in action.
Most of the time, marketing research is regarded as barely as the gathering and analyzing of data for
someone else to use. Competitive advantage can be achieved and sustained by firms through the innovative
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and creative application of market information. Hence, marketing research is not simply the evaluation of
decisions that have been made but as information input to decisions. However, market research alone does
not promise achievement. The smart application of market research is the key to business success. A
competitive edge is more the outcome of how information is applied than of who does or does not have the
information.
Market research embodies the voice of customers about a product and getting rid of this
important tool can result in:
1. Poor understandi.ng about what a customer wants and needs and which customer needs are
unsatisfied and less ability to recognize would-be problems that hurtles along the way therefore more
unanswered questions about how to continue in the market
2. Deficient ability to prevent risk in the marketplace resulting to more risk that an expensive and
unsuccessful marketing campaign will be launched
3. Little prediction of vital market trends about a product creating more errors and inaccurate
assumptions regarding upcoming trends
4. No anticipation of the emergence of new markets that result to more hits and misses when trying to
foresee new markets
5. Lack of ability to quantify one's own marketing effectiveness resulting to more launching of useless
marketing campaigns
6. Less understanding of a company's unique target market resulting to more launching of products and
marketing that communicate to a market beyond one's own target.
7. Fewer knowledge of a company's competition and inability to compete creating more opportunities to
fall behind the competition resulting in less business and smaller revenues
In reality, there are three major categories of a marketing research department's goal which are
programmatic, selective, or evaluative.
1. Programmatic research is executed to develop marketing alternatives through market

segmentation, market opportunity analysis, or consumer attitude and product usage studies,
2. Selective research is made to examine different decision options like new product concept testing,
advertising copy testing, pretest marketing, and test marketing.
3. Evaluative research is performed to appraise performance of programs, such as tracking advertising
recall, corporate and brand image studies, and measuring customer satisfaction with the quality of the
product and service.
The number of products and types of services introduced into the market directly corresponds to the need
for marketing research and the future of marketing research shows to be both promising and challenging.
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Methods of Conducting Marketing Research
There are several methods being used to conduct marketing research which are detailed here:
Focus Groups
Focus groups are usually conducted at focus group facilities. These facilities have one-way mirrors so
managers can eavesdrop to consumers' feedback about their products and services. A moderator or special
interviewer typically manages the focus group discussion. He develops a discussion guide of 5 to 10 questions
related to the product. He then solicits ideas from participants on various questions about the product. The
model size for a focus group is from six to ten people. For instance, a moderator may speak to customers
about a small restaurant's new fish fillet sandwich meal. He may ask them if they like the idea of a new fish
fillet sandwich, how much they would pay for it and whether or not they would purchase it. Companies often
use focus groups to narrow several versions of a product down to the best offering which is the one the
customers prefer.
One-on-One Interviews
One-on-one interviews are conducted in a comparable manner to focus groups, but with only one
person. One-on-one interviews go a step further than usual personal interviews. Company managers use these
interviews to observe someone actually using their product. For instance, a computer software firm may want
to test a new application program, so they set up a computer and watch as individuals use the software. Like
focus groups, managers watch behind one-way mirrors. Moderators then sit in the room with each person and
ask them questions, including how they like the software, or how simple it is to use. Companies then decide
whether they require making changes to the software, depending on actual consumer usage.
Phone Surveys
In order to further validate information obtained from focus groups and one-on-one interviews
companies use phone surreys. Marketers conduct phone surveys with larger numbers of consumers and
customers. Accordingly, data taken from larger number of phone surveys give clues of what the average
Consumer thinks about a particular product or .service. For instance, a bank may conduct 300 phone surveys
to determine how pleased customers are with its customer service. Marketers would develop a questionnaire
from which to raise the questions. They may include key measurable elements like friendliness, timeliness and
accuracy in the questionnaire. Then they ask customers to rate those elements on a scale of 1 to 10, with 10
being the highest rating and 1 being the lowest. The bank may also request customers to detail on their
responses. The bank manager would then use the information to upgrade the bank's customer service.
Testing
Often, companies take marketing research one step further with actual test marketing. For' instance,
the restaurant company may actually test its fish fillet meal out into five of its 10 local restaurants, advertising
the meal on local television and radio and through coupon magazine ads. In order to validate the success of
the new meal, corporate marketing managers may then track sales and profits. The restaurant would then
know if its marketing research was a correct sign of success.
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THE PROBLEM: MARKETERS NEED INFORMATION
While doing market research, a major TV manufacturer uncovered the problem that people regularly
misplace their TV remote control. Customers did not identify this as a problem that needed solving, but it was
a common issue.
By listening to the customers' silent need, the company was able to develop a feature that resonated
with its target market (a "remote-control finder" button on the TV itself).
Using this outside-in approach enables a marketer to concentrate on and solve the company's target
market's problems. It removes the guesswork from product development and reduces concerns related what
competitors are developing Listening to the market is the best research a company can do to ensure that it
builds the right solutions.
Market research can be separated into two basic categories: problem identification research and
problem-solving research. Problem-identification research helps marketing teams identify what types of
problems they might have, while problem-solving research helps identify ways to solve those problems
through marketing mix and segmentation. There are many problem identification and solving methods that
can be completed through market research. Take a look at the examples below to see which methods can
benefit a company.
Problem-Identification Research
By conducting new market research projects the company might discover a potential dilemma or
opportunity that it has not considered before. It could discover any of the following factors through problem-
identification research:
1. Brand image — It is the customers' perceptions of a brand. It's very essential to be aware of how
customers view a company. Determining which strategies the company wants to apply to positively
influence its brand image can be done through researching its consumers' current perceptions and
what they want from the company.
2. Market characteristics — This is the characteristics of a company's target market. The company
needs to think all aspects that make its different customers to purchase. Its customers in the rural
areas are going to have different purchasing behaviors than those from the urban areas. Recognizing
these differences between subcultures, and meeting the needs of those differences, will help the
business' marketing strategies succeed.
3. Market potential — It 'is an estimate of a product's potential profit. If a company researches how
consumers might react to advertising or price changes in its product before it takes action, it will be
better prepared and market to its consumers more accurately.
4. Market share — This is the percent of total product sales compared to a company's competitors.
Market share gives an estimate of the amount of market a company holds and can give an idea of how
it is compared to its competitors. It also can reveal some of its competitors' capabilities and strengths,
so it can develop an appropriate strategy.
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Problem-Solving Research
Once a company identifies its marketing problem, it needs to research how to solve it. The following
research options will help solve potential problems or capitalize on opportunities identified by a company;
1. Distribution research — This is determining where product should be sold and how to get it
there. Distribution research aids a company plans the best approach to get its product from the
manufacturer to the retail shelf. Moreover it should determine where its inventory will be held in
addition to deciding which retailers should carry its product.
2. Market segmentation -This concerns grouping customers by similar backgrounds or the
same purchase behaviors. Utilizing problem-solving research can determine how to most
accurately accomplish this and even how to design advertisements to draw those groups. The
company will need to gather both qualitative and quantitative data to exactly understand its
market segments.
3. Pricing research — This is about, determining the ideal price for the company's product.
Setting the price for its product is one of the most important marketing steps. It needs to keep
the customer in mind as well as remember that the main goal is to maximize its profits.
Consider whether or not customers can be gained through lower prices. Or maximizing profit
can be done through increasing price. The company should know the sensitivity of its customers
by beginning to slightly increase price. All aspects need to be well thought-out. Researching
customer’s reactions to price sensitivity is essential.
4. Product research — This concerns testing a company's new or revised products or completing
test marketing. Researching secondary data or observing how its products will be used can
allow the company to effectively compete in the market. Testing different components can
identify new products or discover ways to modify existing products, for instance, updating a
product to compete with newer products.
5. Promotional research —This is on following up with the effectiveness of the company's
advertising strategies. If a company is using advertisements, there are factors it needs to be
checking up on. Unless the company is evaluating its advertising budget, if its ads are useful in
both retaining and gaining customers and researching what type of ads (online, commercial. or
print) are most effective, it truly cannot know whether its wasting the company's money.
Using research for problem identification and problem solving is essential when a company wants the
best in its market. Classifying a company's problem should always come before attempting to solve them.
Otherwise, a firm might be spending money to solve the wrong problem.
WHO DOES MARKETING RESEARCH?
Market research is a complicated process which involves different steps to be conducted for each
market research process that is carried out. There are many market research companies which conduct
research for top brands across the world. There can be small business marketing companies, large corporate
marketing companies, product specific marketing companies, and so on. However„ in general, market research
companies are not divided on the basis of the market research work that they 'conduct. Rather, they are
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divided on the basis of clients that they take up. Let us understand the different types of market research
firms.
Syndicated Market Research Firm
Syndicated market research companies are the ones who look the market requirements and
prepare their reports accordingly. A.C Nielsen is an example Of a market research company, which knows that
other top companies are looking for consumer behavior studies, buying patterns and so on. Thus, A.C Nielsen
regularly presents reports on buying patterns, industry analysis and sector analysis which is then sold at a cost
to all companies. Simplifying the example even further, say you are the product head in P&G for Ariel
detergent. You need a report on the detergent market. Such reports will be ready with A.C Nielsen as it carries
out research reports for the open market, and not for specific companies. Thus, you get ready-made reports at
a given price.
Now comes to question of how or where to acquire syndicated research reports. Well, syndicated
research reports can be acquired from any of the following sources:
1. Industry association — Industry associations are good sources to find ready-made information
about their industry and market. They hire market research companies to conduct study for them and
then often provide the results of that study publically for everyone. They can be a good source when
you want to find macro level information about any industry or market but can be very little use if your
needs are very specific.
2. University libraries — University or school libraries often have access to digital databases which
provide research information and if you have access to them then you can find a vast collection of
information. This again has limitations when you are looking for something very specific, but often
provide enough information which can help you to a greater extent.
3. Market research reports portals — This is the most convenient way to find and buy syndicated
market research reports. You can use portals like market research reports to find and purchase
syndicated research reports. These portals distribute syndicate reports offered by many renowned
global market research companies.
Investing in syndicated research is an often a cost-effective solution for firms seeking to, gain valuable market
insight. Here are the benefits of syndicated research:
1. Providing a representative overview of the market — While J custom research often focuses on
a smaller subject/issue or population, good syndicated research ensures a representative sample of the
overall market. It provides a clear representation of the players in the market, whether they are
customers, clients, or businesses. The sample should be large enough and weighted appropriately to
accurately provide relevant and actionable intelligence.
2. Identifying industry trends — Because syndicated research is undertaken on a large scale, it often
provides a macro-level overview: of the issues facing a particular industry. Syndicated research is
useful for organizations looking to understand the market landscape and their position in it, as well as
those looking to gain a jump-start on issues likely to affect the industry in the future.
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3. Measuring brand awareness, strength, and perceptions — Similarly) this market overview
perspective allows multiple companies who invest In syndicated research to see how their brands and
product offerings are viewed among customers and potential customers compared to those of their
competitors.
4. Offering competitive intelligence — By offering insights on macro-level industry trends as well as a
detailed understanding of specific issues within an industry or market, syndicated research can be a
valuable source for competitive intelligence professionals seeking to gain information on how best to
position their companies in a competitive market.
Custom Market Research Firm
Custom research is specifically conducted for and funded by a single client company, and the results
are proprietary to the client. Now, taking the above example, instead of wanting the complete market analysis,
you want to know just how well Ariel and your particular brands are doing in the market. What is the thing
missing in these products and what can be features added? For such a purpose, you will hire a custom market
research firms. As the name suggests, these custom market research firms will be ready to do the custom jobs
that you give r them. Thus, initially many market research firms start as custom market research firms, and
then move on to specialty or syndicated market research firm.
Specialty Market Research Firm
Once a market research firm has a grip on one specialty, then the firm may be known as a specialty
market research firm. Many a times such market research firms also depend on the team of directors leading
them, If, for example, the team of directors or the proprietor is an advertising individual, the firm might
specialize in advertising research because the team and the experience are ready with the specialty market
research firm. On the other hand, if the top brass is from product development, then the market research firm
can take jobs of pilot testing. In general, specialty firms are the one who are involved with in depth analysis Of
your specific requirements. So, tomorrow if you are a product manager and you want to analyze whether the
pilot product which you are going to launch will be accepted or not, you will approach a specialty, market
research firm, whose specialty is conducting market feasibility studies.
Thus, the above three are the main market research firms in the market. However, with the advent of
social media and due to ever increasing presence of the internet, there is a fourth type of market research firm
which is slowly but surely cropping up fast.
The Online Market Research Firm
There are dozens of online market research firms. However, online market research firms might be
more useful for other online marketers like Ebay, Online E-commerce portals, top bloggers and so on. MOZ
and search engine land are few of these search marketing firms. There are many such online market research
firms. These firms help the website owners, as well as the brands, to connect to their desired users and at the
same time conduct online analysis. 'This online analysis then helps the corporate land up on top in search
engines, better their own existing product lines, and in general get to know what the gist of the brand is in the
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online community. Thus, you will see that top websites like Facebook, Twitter are now showcasing "Trends"
on their website. These trends are market research information, and many a times companies can act on
these "trends" and see a broad picture. The Google trends report for example, will show you exactly how a
trend has increased or decreased in its popularity over time. Thus, although these are not traditional market
research firms, a lot of market research data can be derived from such websites.
THE USES FOR MARKETING RESEARCH
For marketers, research is not only used for the purpose of learning, it is also a critical component
needed to make good decisions. Market research does this by giving marketers a picture of what is occurring
(or likely to occur) and, when done well, offers alternative choices that can be made. For instance, good
research may suggest multiple options for introducing new products or entering new markets. In most cases
marketing decisions prove less risky (though they are never risk free) when the marketer can select from more
than one option.
Market research can provide insightful information about market, product, audience, competition, and
more. When a company uses a comprehensive research library, it can make decisions with greater clarity and
confidence. By having research to backup its marketing decisions, it can optimize its brand strategy choices
and minimize its risk for failure.
The uses for market research are vast. However, in most marketing research studies the following five
critical uses of marketing research can be encountered.
1. Optimize brand strategy and positioning — Every marketer's objective is to position themselves
uniquely in the marketplace ahead of their competition: Quantitative (numbers-based) and qualitative
(conversation-based) marketing research can be used to identify where a company's brand stands
compared to the competition, what metrics it should be tracking over time, and what brand benefits
matter most to its target market.
2. Identify or better understand its target market — Market research is an excellent way to find the
best market or target demographic for a product or service. By focusing a company's efforts to the
right markets, it can see faster results, improved efficiency, and greater overall performance from its
marketing campaigns. In addition, if its target is already defined, a company can use marketing
research to better understand its target consumer and to uncover critical behavior drivers and attitudes
that inform their purchase decisions.
3. Elevate messaging and communication -- Marketers often find themselves talking at consumers
rather than with them to determine how they may fit into their lives.. Their messaging must resonate
with their audience, whether through their advertising, package design, or website. Marketing research
is a great way to test concepts and key messages to evaluate which ones target customers can relate
too.
4. Innovate with impact — Innovation is a key part of any brand's growth. However, conducting
marketing research enables a company to focus its innovation efforts on the highest growth
opportunities for itself and its brand, design a product or service with the optimal benefits and
features, and zero in on the ideas or concepts that address its consumers' desires, needs, and
interests.
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5. Assess category and competition — whether a company is a small local business or a multinational
corporation, understanding its competition and category is a crucial part of dominating the market.
Market research can help to reveal key aspects of the competitors' products, services, marketing
strategies, and target audience. Using this information within a company's own campaigns can help to
lead in the market over its competition and add value to its business or brand. In addition, regularly
monitoring category and potential major industry changes will enable a company to stay ahead of the
game and prepare its brand to adapt and innovate.
In the modern global market, marketing research is not just helpful, it is essential to success. It must be
placed on the top of a. company's marketing to-do list to get the best results for ones business.
THE MARKETING RESEARCH PROCESS
How is the market research project conceived, planned, and executed? The answer, in part, is through
a research process, consisting of stages or steps that guide the project from its conception through the final
analysis, recommendation, and ultimate action. The research process provides a systematic, planned approach
to the research project and ensures that all aspects of the .research project are consistent with each other. It
is especially important that the research design and implementation be consistent with the research purpose
and objectives. Otherwise, the results will not help the client.
Marketing research exercise may take many forms but systematic enquiry is a feature common to all
such forms. Being a systematic enquiry, it requires a careful planning of the orderly investigation process.
Though it is not necessary that all research processes would invariably follow a given sequence, yet marketing
research often follows a generalized pattern which can be broken down and studied as sequential stages.
Some of the major steps involved in marketing research process are as follows:
Identification and defining the problem
The market research process begins with the identification of a problem faced by a company. The
clear-cut statement of problem may not be possible at the very outset of research process because often only
the symptoms of the problems are apparent at that stage. Then, after some explanatory research, clear
definition of the problem is of crucial importance in marketing research because such research is a costly
process involving time, energy and money. Clear definition of the problem helps the researcher in all
subsequent research efforts including setting of proper research objectives, the determination of the
techniques to be used, and the extent of information to be collected. It may pe noted that the methods of
explanatory research popularly in use are survey of secondary data, experience survey, OF pilot studies, like
studies of a small initial sample. All this is also known as preliminary investigation.
Statement of research objectives

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Any useful marketing research study begins with a clearly defined objective. A clear and written
objective helps business owners avoid studying the wrong or a nonexistent problem. A useful research
objective should declare the specific question or problem that necessitated the research and its importance.
After identifying and defining the problem with or without explanatory research, the researcher must
take a formal statement of research objectives. Such objectives may be stated in qualitative or quantitative
terms and expressed as research questions, statement or hypothesis. For example, the research objective, "To
find out the extent to which sales promotion schemes affected the sales volume" is a research objective
expressed as a statement. On the other hand, a hypothesis is a statement that can be refuted or supported by
empirical finding. The same research objective could be stated as, "To test the proposition that sales are
positively affected by the sales promotion schemes undertaken this summer." Example of another hypothesis
may be: "The new packaging pattern has resulted in increase in sales and profits." Once the objectives and
the hypotheses are developed, the researcher is ready to choose the research design.
Planning the research design or designing the research study
After defining the research problem and deciding the objectives; the research design must be
developed. A research design is a master plan specifying the procedure for collecting and analyzing the
needed information. It represents a framework for the research plan of action. The objectives of the study are
included in the research design to ensure that data collected are relevant to the objectives. At this stage, the
researcher should also determine the type of sources of information needed, the data collection method like
survey or interview, the sampling, methodology, and the timing and possible costs of research.
Planning the sample
Quality within the sample size is more important than the quantity of. the sample size. The goal of data
sampling is to obtain answers from representatives of an entire population of interest, not amass a large
sample size. When selecting which candidates to use in the sample, researchers can use a variety of sampling
methods.
Primary sampling methods include random sampling; a stratified sampling method, where individuals
are chosen based on shared characteristics; an area sampling, where individuals are selected according to
specific locations, or quota sampling, where individuals are chosen put of specific subgroups.
Sampling involves procedures that use a small number of items or parts of the population (total items)
to make conclusion regarding the population. Important questions in this regard are:
a) Who is to be sampled as a rightly representative lot?

b) Which is the target population?
c) What should be the sample size meaning how large or how small?
d) How to select the various units to make up the sample?
Data Collection
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The collection of data relates to the gathering of facts to be used in solving the problem. Hence,
methods of market research are essentially methods of data collection. Data can be secondary, such as
collected from concerned reports, magazines and other periodicals, especially written articles, government
publications, company publications, books, and so on.' Data can be primary, such as those collected from the
original base through empirical research by means of various tools. There can be broadly two types of sources
a) Internal sources — existing within the firm itself, such as accounting data, salesmen's reports, and
so on.
b) External sources — taken from outside the firm.
Marketing research involves two types of data sources: primary data sources and secondary data sources.
Secondary data sources, also known as published data, come from credible and independent sources.
Secondary sources should be the first line of collecting data when conducting marketing research, as they are
widely available and often inexpensive. If secondary data sources cannot answer the objective, the researcher
must collect primary data, which is typically collected specifically for the objective of the examination at hand.
While primary data often fits more precisely with the research objective, data collection can be costly and
time consuming. Market researchers who need primary data must construct a data-collection instrument to
collect, information. In most instances, this consists of observational studies or questionnaires. The quality of
the data-collection instrument determines the quality and usefulness of the data.
Researchers can "pre-test" the data-collection instrument to gauge its suitability. During the pre-test,
researchers use a survey or their specific data-collection instrument to test people who are similar in age,
education and knowledge of your respective market to the actual customer or sample subject. Pre-test
participants must complete the instrument in the same manner as actual sample subjects. For example, if a
data-collection instrument requires a telephone survey, the pre-test participants must take the pre-test over
the phone. After completion, researchers should ask the test group if there were any questions or instructions
that were unclear or unnecessary to determine if' a category or question requires revision or removal.
Data Processing and Analysis
Once data have been collected, these have to be converted into a format that will suggest answers to the
initially identified and defined problem. Data processing begins with the editing of data and its coding. Editing
involves inspecting the data-collection forms for omission, legibility, and consistency in classification. Before
tabulation, responses need to be classified into meaningful categories. The rules for categorizing, recording
and transferring the data to 'data storage media' are called codes. This coding process facilitates the manual
or computer tabulation. If computer analysis is being used, the data can be key punched and verified. Analysis
of data represents the application of logic to the understanding of data collected about the subject. In its
simplest form analysis may involve determination of consistent patterns and summarizing of appropriate
details. The appropriate analytical techniques chosen would depend upon informational requirements of the
problem, characteristics of the research designs and the nature of the data gathered. The statistical analysis
may range from simple immediate analysis to very complex multivariate analysis.
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Data analysis consists of recording and summarizing the responses for each question or observation for
every participant. Summary calculations such as determining the most frequent answer or average answer can
provide an overview of the survey information. Advanced calculations and statistical tests, which vary
according to the sampling method used to obtain data, can provide additional insight, such as the difference in
answers given by two different respondents.
The final stage in the marketing research process is that of interpreting the information and drawing
conclusion for use in managerial decision. The research report should clearly and effectively communicate the
research findings and need not include complicated statement about the technical aspect of the study and
research methods. Often the management is not interested in details of research design and statistical
analysis, but instead, in the concrete findings of the research. If need be, the researcher may bring out his
appropriate recommendations, or suggestions in the matter. Researchers must make the presentation
technically accurate, understandable and useful,
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MARKETING RESEARCH ETHICS
Ethics refers to moral principles or values that generally govern the conduct of an individual or group.
Researchers have responsibilities to their profession, clients, and respondents, and must adhere to high ethical
standards to ensure that both the function and the information are not brought into disrepute.
Marketing research has experienced resurgence with the widespread use of the Internet and the popularity of
social networking. It is easier than ever before for companies to connect directly with customers and collect
individual information that goes into a computer database to; be matched with other pieces of data collected
during unrelated transactions. The way a company conducts its market research these days can have serious
ethical repercussions, impacting the lives of consumers in ways that have yet to be fully understood. Further,
companies can be faced with a public backlash if their market research practices are perceived as unethical.
1. Deceptive practices—The ease with which a company can access and gather data about its
customers can lead to deceptive practices and dishonesty in the company's research methods. This
type of ethical problem can run the gamut — from not telling customers that information is being
collected when they visit a website to misrepresenting research results by changing database numbers.
Any action that uses lies and deception to find out or establish information about consumers falls under
this category.
2. Invasion of privacy — One of the most, serious ethical considerations involved in market research is
invasion of privacy. Companies have an Unprecedented ability to collect, store and match information
relating to customers that can infringe on a person's right to privacy. In many instances, the customer
does not know or understand the extent of the company's infiltration into his life. The company uses
this information to reach the customer with targeted advertising, but the process of targeting can have
a chilling effect on personal freedom.
3. Breaches of confidentiality — Another significant ethical consideration involved in market research
involves breaches of confidentiality. Companies regularly share information about customers with
partners and affiliates, requiring the customer to opt-out of the sharing if he doesn't want to be
involved. Some companies sell information they have gathered on customers to outside companies.
Ethically, any unauthorized disclosure of customer information is problematic.
4. Objectivity—Marketing and advertising have a significant impact on public perceptions. Market
researchers have an ethical obligation to conduct research objectively, so that available data allows for
the development of a balanced or reality-based picture. Researchers who allow their own prejudices to
skew their work tend to contribute to the perpetuation of stereotypes in advertising, the development
of destructive social constructs and the enabling of unjust profiting from poverty. For example, a
market researcher with a one-dimensional view of minorities could do a fair amount of harm if allowed
to shape an advertising campaign based on skewed data collection.
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MARKETING RESEARCH IN ACTUAL PRACTICE
Name: Date
Year/Section Grade/Score
:
DIRECTION: Read the story of Coca Cola below. Research more about this story of market research by
Coca Cola that cost the company lost millions. Make a short report about its market research mistake and
make your reaction about it.
Market Research Example:
How Coca-Cola Lost Millions with This Mistake
In the mid-1980s, the Coca-Cola Company made a decision to introduce a new beverage product.
The company had evidence that taste was the single most important cause of Coke’s decline in the
market share in the late 1970s and early 1980s.
A new product dubbed “New Coke” was developed that was sweeter than the original-formula Coke.
Almost 200,000 blind product taste tests were conducted in the United States, and more than one-half
of the participants favored New Coke over both the original formula and Pepsi.
The new product was introduced and the original formula was withdrawn from the market. This
turned out to be a big mistake! Eventually, the company reintroduced the original formula as Coke Classic
and tried to market the two products simultaneously.
Ultimately, New Coke was withdrawn from the market.
What went wrong with Coke's market research?
Two things stand out.
First, there was a flaw in the market research taste tests that were conducted: They assumed that
taste was the deciding factor in consumer purchase behavior.
Consumers were not told that only one product would be marketed. Thus, they were not asked
whether they would give up the original formula for New Coke.
Second, no one realized the symbolic value and emotional involvement people had with the original
Coke.
The bottom line on this is that relevant variables that would affect the problem solution were not
included in the research.
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So what ‘s the lesson?
Market research matters. when done correctly you gain decision making power. if done incorrectly, it could
end up costing your company millions.
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PRACTICE ACTIVITY 1
Name: Date
:
Browse recent issues of news papers and magazines. Identify five example of problem identification research
and five examples of problem – solving research
Problem Identification Research
Problem- Solving Research

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PRACTICE ACTIVITY 2
Make a suggestion about what kind of marketing research would be useful to each of the following:
1. The bookstore inside your university/colleges (school)

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2. The public transport authority in your place
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3. The major shopping mall near your place of residence
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4. A restaurant near your place of residence
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5. A theme park near your place
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CHAPTER EXAMINATION 1
Name: Date
:
I. IDENTIFICATION
Direction: On the space provided before each number, write the word or words that will make the statement
correctly.
1. ___________ is a significant part of such, a marketing intelligence system.

2. ___________is made to examine different decision options like new product concept testing,
advertising copy testing, pretest marketing, and test marketing.
3. A____________ or special interviewer typically manages the focus group discussion.
4. ____________helps identify ways to solve those problems through marketing mix and segmentation.
5. _____________is the customers' perceptions of a brand.
6. ______________is on following up with the effectiveness of the company's advertising strategies.
7. _______________ companies are the ones who look the market requirements and prepare their
reports accordingly.
8. _____________refers to moral principles or values that generally govern the conduct of an individual
or group.
9. _____________is the percent of total product sales compared to a company's competitors.
10._____________, also known as published data, come from credible and independent sources.
II. TRUE OR FALSE
Direction: On the space provided before each number put a T if the statement is TRUE and F if the
statement is FALSE.
1. The goal of an organization based from the marketing concept is customer satisfaction rather than
profit maximization.
2. The smart application of market research is the key to business success.
3. Custom research is specifically conducted for and funded by a single client company, and the results
are proprietary to the client.
4. One of the most serious ethical considerations involved in market research is invasion of privacy.
5. Innovation is a key part of any brand's growth.
6. Most of the time, marketing research is not regarded as barely as the gathering and analyzing of data
for someone else to use.
7. Evaluative research is executed to develop marketing alternatives through market segmentation,
market opportunity analysis, or consumer attitude and product usage studies.
8. Marketers conduct phone surveys with smaller numbers of consumers and customers.
9. Product research concerns testing a company's new or revised products or completing test marketing.
10.For marketers, research is only used for the purpose of learning.
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III. ENUMERATION
1. 5 Problem – solving research

2. 5 Critical uses of Marketing Research
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LESSON 2. The Research Question
 Identify the key steps in formulating the problem;

 Outline the various steps in the problem formulation process; and
 Describe the elements that make up the marketing research proposal.
Market research can give you insight into your market, your competitors, your products, your
marketing and your customers. Research problems range from simple to complex, depending on the number
of variables and the nature of their relationship.
Problem definition involves stating the general marketing research problem and identifying its specific
components. If you understand the nature of the problem as a researcher, you will be able to better develop a
solution, for the problem. Inadequate problem definition is a leading cause of failure of marketing research
project.
THE PROBLEM FORMULATION
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. The tasks involved in formulating the marketing research problem include discussions
with management, including the key decision-makers, interviews with industry experts, analysis of secondary
data, and qualitative research. These tasks should lead to an understanding of the environmental context of
the problem. The environmental context of the problem should be analyzed and certain essential factors
evaluated. These factors include past information and forecasts about the industry and the firm, objectives of
the firm, buyer behavior, resources and constraints of the firm, the legal and economic environment, and
marketing and technological skills of the firm.
The researcher should avoid defining the marketing research problem either too broadly or too
narrowly. An appropriate way of defining the market research problem is to make a broad statement of the
problem and then identify its specific components.
The research problem or the research questions should be formulated in a sequential manner. This will
reduce the chances of ambiguities to a minimum. There is no hard and fast rule for formulating the research
problem. One can adopt a logical manner to reach the desired research problem, objectives and research
questions, Before deciding about the research area or the research problem in specific the researcher should
ask two questions for himself: does he have the desired knowledge in the particular research area or not and
does he have interest in conducting research on that particular area. Knowledge is necessary in order to deal
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with the research justly and clearly. On the other hand, interest enables the researcher to give proper concern,
time and energy in the accomplishment of the research.
A good problem formulation is:
1. Interesting keeps the researcher involved in it throughout the research process

2. Researchable can be investigated through the collection and analysis of data, using case study or
other techniques
3. Understandable and logically build up well formulated and has logical structure with main question and
following sub-questions
4. Manageable -- fits the level of researcher's level of research skills, needed resources, and time
restrictions
5. Purposeful establishes cooperation between researcher and business which should lead to economical
and practical development of both sides
6. Ethical does not embarrass or harm participants
The Six Key Steps in Formulating Marketing Problem/s are:
1. Meet with client
At the earliest stage of the market research in order to correctly define the problem the researcher
must meet the manager needing the study. The two goals in this step are:
a. to develop rapport and open communication lines, and

b. to obtain as much information as possible about the problem/opportunity
Generally, the planned and unplanned changes in the marketing environment are the sources of
marketing problems. The nature of the problem and the type of research required can be properly provided by
understanding the basic source of the problem. Planned change is intended for the future, while the
orientation of unplanned change is toward the past. Research on planned change tends to be proactive, while
research on unanticipated or unplanned change tends to be reactive. The basic issue in planned change is how
to go about the change that the firm desires to bring about. The task at this step is to know whether the
problem needing information resulted from planned or unplanned change.
Planned change may include development and introduction of new products, improved distribution,
more effective pricing and promotion with the intention of increasing revenues. On the other hand unplanned
change can come as a response to new technology, new product introduced by the competitor, misuse of
product, unexpected new idea from customer complaint or a change in demographic or lifestyle of target
customers.
2. Clarify the Problem/Opportunity
Researchers play a key role in problem formulation because they bring a new perspective to the
problem/opportunity situation. In this step the researcher help managers get the accurate the heart of the
problem. Researchers posed as consultants in determining together with the manager the root causes and
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clear paths of action. The true nature of the problem should be spotted. In order to help find out the problem
the researcher may conduct exploratory research.
Providing different angles on the problem is an important thing the researcher can do for a manager.
Majority of managers, especially those were part of the company for extended years are afflicted by normal
thinking. Normal thinking is developing routine ways of seeing the business and its environment and
responding to different conditions. Researchers can help them get to the heart of the problem. Normally this is
a positive thing, however sometimes it can be a barrier to identifying the true nature of a problem.
3. State the Manager's Decision Problem
A decision problem is the basic problem or opportunity facing the manager for which marketing
research is intended to offer answers.
For instance, consider a laundry shop that has been open for half a year but has yet to make profit.
The owner makes costs as low as possible. The revenue from the new business has not materialized as quickly
as forecasted. Although on the mind of the owner posed several questions like the business' lack of success
and how to successfully move forward, the initial decision would be "Why are my shop's revenues so low?"
This situation is not expected, so the problem came from unplanned change.
The decision problem faced by the owner of the laundry shop is a case of discovery-oriented decision
problem. Discovery-oriented decision problems typically ask "what" or "why" and generate information that
can be used by managers to make important decisions. These problems are frequent with unplanned changes
in the marketing environment for which managers simply need basic information. In dealing with unplanned
changes the researcher is asked to give facts that decision makers can apply in strategizing. Information about
customer satisfaction, overall awareness of customers or consumer perceptions can be provided by the
researcher. Discovery-oriented decision problem however, seldom provide actionable solution. The purpose of
discovery-oriented decision problem is to offer insights essential for the managers to craft better decisions.
Another form of manager's decision problem is strategy oriented decision problem which 'is usually
directed at "how" planned change should be implemented and focus on making decisions. For instance, the
initial research for the, laundry shop pointed out that awareness level of the customers among its target
market is only 35%. "How to best increase awareness?" is the appropriate strategy oriented decision problem
in this situation. 'The researcher may determine effectiveness of two proposed advertising campaign for
increasing awareness level.
4. Select Research Problem/s
Research problems restate the decision problem in research terms, from the, researcher's
perspective. Specifically a research problem establishes the research that can be done in order to provide
answers to the decision problem. The example of laundry shop with the owner facing the discovery-oriented
decision problem of "Why are my shop's revenues so low?" the researcher could offer several possibilities of
research to obtain the answer to the problem, which are:
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a. find out sales levels required to breakeven

b. evaluate shop traffic and pattern of obtaining laundry service
c. look into the present customer satisfaction
d. evaluate the perceptions of the present target market about the, laundry shop and its
competitors
e. find out the level of awareness of the target market
Typically, in strategy oriented decision problem there are 'only limited possible research problems. The
reason mainly is that the focus has transferred to making a choice among selected alternatives. In the
example of the laundry shop, from discovery-oriented decision problem to strategy oriented decision
problem, ,the question would be '"How do I increase the shop traffic?"' Some strategic option could be
increasing level of sales' promotion, introduction of advertising campaigns, rearranging the store layout and
others. Perhaps the best area to consider for research in this example is advertising in the presence of factors
like the manager's experience, the available budget and the results Of discovery-oriented research,
Possible research problems can come from the client during the process of 'clarifying the' problem,
through exploratory research for new ideas or the experiences and insights of the researcher. At this step the
significant thing do is to specify the full range of possible research problems.
Developing a framework to discover the potential issues, the potential business outcomes required and
finally the approaches necessary to develop the right direction is often times recommended. The researcher
may' use the framework to understand the core issue. So for the laundry shop business; the driver of lower
revenue could be the amount of spend per client due to less repeat business or low amount of service per
visit, Probably, low awareness driven by low promotional activities or poor word-of-mouth is the reason for low
revenue. Therefore, low revenue is not the only problem but less repeat business, less customer awareness as
well as low amount of service per visit are the research problems that could be established.
5.Selecting Possible Research Problems
There are a lot of feasible research problems that would offer useful information particularly with
discovery-oriented decision problems. The technique is to find out which among the research problems to
prioritize given the limited resources of the managers. The trade-off between benefits of the information to be
acquired, the significance of the decision to be made later and cost of obtaining the information should be
evaluated. The researcher ought to review each possible research problem with consideration on money, time
and effort.
Going back to the laundry shop example with the discovery-oriented decision problem of "Why are my
shop's revenues so low?" there could be quite a few potential research problems. Collecting information from
present customers, the researcher can determine customer satisfaction. Gathering information from target
market even those who are not yet the customers of the shop could reveal perception of the target market
about the shop as well as the perceptions of competitors. It would be costly though to address these three
problems in market research. The researcher working closely with the owner of the laundry shop should
attempt to answer too many research problems or it may lead both of them to half-baked results. Enthusiasm
alone will not do good jobs.
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Budget limitation makes it impossible to do all things so the best choice must be considered.
6.Prepare and Submit a Research Request Agreement
The research request agreement summarizes the problem formulation process in written form and is
submitted to managers for approval. It includes the following sections:
a. Background — This includes the events that led to the manager's decision problems in order
to gain deeper understanding of the problem.
b. Decision problem - This contains a short discussion of the sources of the problem whether
these is planned or unplanned change as well as if the problem is a discovery oriented or
strategy oriented one.
c. Research problem(s) -- This is the list of research problems and the input that each would
provide to the decision problem. The cost and benefits of each research problem is provided
here. The justification for the final choice of the research problem is also supplied in this
section.
d. Use -- The manner each information will be used is written in this section. For discovery
oriented decision problems key information to be obtained and how this information will be
used by manager must be pointed out,. For sti-ategy oriented decision problems how
information will be. used by manager to make action decision must be pointed out
e. Targets and their subgroups- the groups from which the information must be collected
should be specified to determine appropriate sample.
f. Logistics - Time and money estimation to conduct the research is available in this section.
The research request agreement must be submitted to the decision maker for approval. It is best that
the approval is in writing.
THE MARKETING RESEARCH PROPOSAL
Marketing research is at the heart of addressing the four P's of marketing: product, price, place and
promotion. That is, the product must satisfy a need, be priced at the right level in a place where it will be seen
by the right people and promoted to generate sales. A proposal is a rationale for undertaking a research
project and as such it must be persuasive, written in non-technical language and thorough in its analysis.
Systematic planning is required at all the stages of the marketing research process. The procedures
followed at each stage are methodologically sound, well documented, and, as much as possible, planned in
advance. Marketing research uses the scientific method in that data are collected and analyzed to test prior
notions or hypotheses.
A research proposal is intended to convince others that you have a worthwhile research idea, that you
have a good grasp of the relevant literature and the major issues, and that your methodology is sound.
Generally, a research proposal should contain all the key elements involved in the research process and
include sufficient information for the readers to evaluate the proposed study.
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Regardless of your research area and the methodology you choose, all research proposals must
address the following questions: What you plan to accomplish, why you want to do it and how you are going
to do it,
The quality of your research proposal depends not only on the quality of your proposed study, but also
on the quality of your proposal writing. A good research study may run the risk of rejection simply because the
proposal is poorly written, Therefore, it pays if your writing is coherent, clear and compelling. The following
are the common elements of a research proposal in marketing research:
Abstract
An abstract is the first part of the marketing research proposal It explains why the research is taking
place, the goals of this research and brief information on the methodology and theories used.
Introduction
The introduction part is aimed at giving the readers an overall idea of the marketing research. The
introduction must include the information needed to carry out the research in a smooth and effective manner.
For instance, if the purpose of research is to study the impact of television viewing habits on young
generation, then the first information required is the kind of television programs and channels, which are
influencing the youngsters in a positive or negative way.
Addressing the Research Problem
A research problem is the situation that causes the researcher to feel apprehensive, confused and ill at
ease. It is the demarcation of a problem area within a certain context involving the WHO or WHAT, the
WHERE, the WHEN and the WHY of the problem situation. Research problem leads to a hypothesis for the
project.
Research Design
The researcher must give a complete description of the research design he will be following in his
work. The research design can be exploratory, casual, descriptive or adopted.
Cost Analysis
Estimated costs for marketing research make an important part of the proposal. The decision making
authorities must be given a succinct idea of the cost which will be incurred on the research. This part must
include a complete breakdown of cost in relation to the research tools.
If more research analysis tools are being employed by the researcher, then a comparison of tools and
their cost must be presented to the research committee. This section also emphasizes on validity and
reliability.
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Timetable and Reporting
The proposal must include the duration of the marketing research project The research administration
is interested in knowing the stages where the primary, intermediary and final report will be submitted. It is
recommended that the "t: research includes Critical Path Method (CRM) or Program Evaluation and Review
Technique (PERT) in this section.
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MARKETING RESEARCH IN ACTUAL PRACTICE
NAME: DATE:
YEAR/SECTION GRADE/SCORE
DIRECTION: Read the Surf Super-concentrate story below and answer the questions below it using the
lessons from this chapter.
SURF SUPER-CONCENTRATE FACES A SUPER WASHOUT IN JAPAN

Source: http://themarketingresearch.com/surf-superconcentrate-faces-asuper-washout-in-japan-12127
Unilever sold consumer products in 150 countries. As much as 85 percent of their profits came from
overseas, with 7 percent of their profits being attributed to Asia and the pacific. Unilever attempted to break
into the Japanese detergent market with Surf Super concentrate. It achieved 14.5 percent of the market share
initially during test marketing, which fell down to a shocking 2.8 percent when the product was introduced
nationally.
Where did they go wrong? Surf was designed to have a distinctive premeasured packet as in tea-bag-
like sachets, joined in pairs because convenience was an important attribute to Japanese consumers. It also
had a "fresh smell" appeal. However, Japanese consumers noticed that the detergents did not dissolve in the
wash, partly because of weather conditions and also because of the popularity of low-agitation washing
machines. Surf was not designed to work in the new washing machines. Unilever also found that the "fresh
smell" positioning of new Surf had little relevance because most consumers hung their wash out in the fresh
air. The research approach was certainly not without flaw as Unilever failed to identify critical attributes that
are relevant in the Japanese detergent market. Furthermore, it identified factors such as "fresh smell" that had
no relevance in the Japanese context. Appropriate qualitative research such as focus groups and depth
interviews across samples from the target market could have revealed the correct characteristics or factors
leading to a suitable research design.
Despite weak performance in the Japanese market, Surf continued to perform well in several markets
including India through 2009. Surf. Launched in 1952, is the third biggest-selling product in the washing
detergent market behind Unilever's Persil and Procter & Gamble's Ariel.
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QUESTIONS:
1. What are some possible marketing decision problems? State whether the decision problems are
discovery- or strategy-oriented
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2. What are some relevant marketing research problems for the decision problems you have identified?
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3. what types of information would be useful to answer these question?
___________________________________________________________________________________
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4. How would you go about securing this information?
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PRACTICAL ACTIVITY 1
NAME: DATE:
Imagine that you have a friend who is the Decision Maker (DM) for a local soft-drink company which is
considering the introduction of a calamansi-lime soft-drink. The idea is to position this product as an
alternative for heavy cola drinkers to be consumed by all soft-drink drinkers. This DM requested you to be the
researcher for the company for this particular project. First, identify the management decision problem. Then
translate this management decision problem into a research problem. The space below is provided for you.
Management Decision Problem:
_________________________________________________________________________________________
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Research Problem:
_________________________________________________________________________________________
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PRACTICAL ACTIVITY 2
NAME: DATE:
Kellogg's is the world's leading producer of cereal and a leading producer of convenience foods,
including cookies, crackers, toaster pastries, cereal bars, frozen waffles, meat alternatives, pie crusts, and
cones. with 2007 annual sales of 511.776 billion and a market share of more than 30 percent. David Mackay,
chairman and CEO of Kellogg's, takes pride in being a part of the Kellogg Company because of the consistency
of the decisions that are made- within the company to promote the long-term growth of their business as well
as serve the needs of their people and communities.
With such a large share of the market, one would think that Kellogg's is untouchable, However,
Kellogg's faced a slump in the market Its cereal sales were declining and it had to face the challenge of getting
out of its slump. Kellogg's therefore turned to marketing research to identify the problem and develop several
solutions to increase cereal sales,
State the management decision problem and research problem for the situation below: (Source:
Marketing Research 3rd ed. by Mathotra, Hail Shaw & Oppenheim)
Management Decision Problem:
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Research Problem
_________________________________________________________________________________________
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CHAPTER EXAMINATION
NAME: DATE:
I. IDENTIFICATION
Direction: On the space provided before each number, write the word or words that will make the statement
correct.
1. ________ involves stating the general marketing research problem and identifying its specific components.
2.__________ may include development and introduction of new products, improved distribution, more
effective pricing and promotion with the intention of increasing revenues.
3._____________is developing routine ways of seeing the business and its environment and responding to
different conditions.
4. A_____________ is the basic problem or opportunity facing the manager for which marketing research is
intended to offer answers.
5. ______________typically ask "what" or "why" and generate information that can be used by managers to
make important decisions.
6. ______________restate the decision problem in research terms, from the researcher's perspective.
7. A______________ is intended to convince others of a worthwhile research idea, a good grasp of the
relevant literature and the major issues, and that methodology is sound.
8. A ______________is usually directed at "how" planned change should be implemented and focus on
making decisions.
9. A_______________is a rationale for undertaking a research project and as such it must be persuasive,
written in non-technical language and thorough in its analysis.
10. ___________________includes the events that led to the manager's decision problems in order to gain
deeper understanding of the problem.
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II. TRUE OR FALSE
Direction: On the space provided before each number put a C if the statement is TRUE and IC if the
statement is FALSE.
1. An appropriate way of defining the market research problem is to make a narrow

statement of the problem and then identify its specific components.
2. Research on planned change tends to be reactive, while research on unplanned
change tends to be proactive.
3. The abstract must include the information needed to carry out the research in a
smooth and effective manner.
4. Estimated costs for marketing research make an important part of the proposal.
5. The proposal must include the duration of the marketing research project.
6. The researcher should avoid defining the marketing research problem either too
broadly or too narrowly.
7. The research problem or the research questions should be formulated in a sequential
manner.
8. Marketing research is at the heart of addressing the four P's of marketing: product,
price, place and promotion.
9. Planned change is intended for the future, while the orientation of unplanned
change is toward the past.
10. A good research study may run the risk of rejection simply because the proposal is
poorly written.
III. ENUMERATION
1. 5 Characteristics of a good problem formulation

2. 5 sections of the research request agreement
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LESSON 3: EXPLORATORY, DESCRIPTIVE AND CAUSAL RESEARCH DESIGNS
 Identify the elements that must be stated in a research design;

 Compare and contrast exploratory, descriptive and causal design;
 Describe each of the different types of exploratory research;
 Distinguish between cross sectional and longitudinal study;
 Detail the steps in market testing; and
 Differentiate market testing methods based on the type of the market namely business to consumer
(B2C) or business to business (B2B).
Marketers use marketing research to find answers to various questions related to market dynamics,
business environment and consumer behavior. For this a formal research design plan is created by marketers.
However, some marketers’ conduct research without formal plan as well. For example, a hotel owner who asks
returning customers what was their experience during their stay at his hotel, is conducting a research without
a formal research design.
THE NATURE OF RESEARCH DESIGN
A research design is the detailed blueprint used to direct a research study toward its objectives. The
process of designing a research study involves many interrelated decisions. The major component of research
design is to choose which type of marketing research will be best suited for desired objective.
A marketing research design specifies the procedure for conducting and controlling the marketing
research project. The choice of particular design would follow from the problem. At such there is no single
best design. The following are the elements that need to be explicitly stated in any marketing study about
collection and analysis of data:
1) Type of data — What type of information is to be collected in line with marketing research objectives.
Will it involve exploratory, descriptive or casual research?
2) Source of data — What are the possible sources of data such secondary or commercial for obtain the
needed information?
3) Form of data —This refers to specification of how data are to be collected. Data could be collected by
observation method or communication method through various forms of data collection instruments
4) Nature of data selection and analysis plan — This refers to whether data are to be collected at
single point or different points of time. The first is called cross-sectional while the latter is referred as
longitudinal. Moreover, whether the study will involve carrying out any sample selection and if there is
how the sample will be collected. It must state how the analysis will be carried out.
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The research design should be constructed needs creativity and scientific expertise. A design to be efficient
must be simple, easy to administer and flexible. There is no such thing as a perfect research design for a
marketing research study. The standard for evaluation should be based on practicality, completeness on major
issues and efficiency in terms of time and money required.
EXPLORATORY RESEARCH DESIGNS
Exploratory research is used in cases where the marketer has little or no understanding about the
research problem due to lack of proper information. The research methods are highly flexible, unstructured,
and qualitative, for the researcher begins without firm preconceptions as to what will be found. The research
may use books, syndicated research, case studies, focus groups, expert interviews and survey techniques to
conduct exploratory research.
The absence. of structure permits a thorough pursuit of interesting ideas and clues about the problem
situation. For example, a marketer has heard about social media marketing techniques which are employed by
their competitors with great success but he is not familiar with using these for his products/services.
He needs to use exploratory market research to gain/discover insights about this situation. Thus when
the goal of the marketer is to precisely formulate problems, clear concepts, gain insights, eliminate impractical
ideas and form hypotheses then exploratory research is used.
The core goal of exploratory research is to equip marketers with enough information to facilitate
marketers plan a format research design correctly. For example by conducting exploratory research the
marketer can find out that the competition is using popular social media channels like Facebook, Twitter,
Linkedln and YouTube to reach target consumers effectively and successfully engaging customers with the
brand directly. Now with this information he can plan a formal research design to test his hypothesis.
The exploratory approach attempts to discover general information about a topic that is not well
understood by the marketer. For instance, a marketer has heard news reports about a new Internet
technology that is helping competitors but the marketer is not familiar with the technology and needs to do
research to learn more. When gaining insight (i.e., discovery) on an issue is the primary goal, exploratory
research is used.
When it comes to online surveys, the most common example of exploratory research takes place in the
form of open-ended questions. Think of the exploratory questions in your survey as expanding your
understanding of the people you are surveying. Text responses may not be statistically measureable, but they
will give you richer quality information that can lead to the discovery of new initiatives or problems that should
be addressed.
Methods of Exploratory Research
Exploratory research is the researcher's tool to understand an issue more thoroughly, before
attempting to quantify mass responses into statistically inferable data. Used properly, exploratory research will
provide rich quality information that will help identify the main issues that should be addressed in our surveys
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and significantly reduce a research project's level of bias. Here are the different methods researchers can use
in exploratory research:
Literature Search
It is almost impossible to come up with a research topic that hasn't been conducted before. Beyond
this, when it comes to designing your survey and research plan, it is usually not best to reinvent the wheel. All
research strategies can benefit from reviewing similar studies taken and learning from their results. Consider
your organization's previous research as free direction on how you should design your present research goals.
For example, if you are running your second annual customer feedback survey, look at the questions that were
provided the most useful information and reuse them in your new survey.
External secondary research can also help you perfect your research design. Beyond reviewing other
organizations' research projects, social media like blogs and forums can give you a better sense of the issues,
opinions and behaviors that go along with your research's subject matter.
In-depth Interviews/Expert surveys
Expert surveys allow researchers to gain information from specialists in a field that they are less
qualified or' knowledgeable in. For example, if a researcher was tasked with surveying the public's stance and
awareness on environmental issues, he could create a preliminary expert survey for a selected group of
environmental authorities. He would ask broad open-ended questions that are designed to receive large
amounts of content, providing the freedom for the experts to demonstrate their knowledge. With their input,
he would be able to create a survey covering all sides of the issues.
It's important to start with a good literature search, but at some point it is desirable to talk to persons
who are well informed in the area being investigated. These people could be professionals or persons outside
the organization. Here, the researcher doesn't need questionnaire. The approach adopted should be highly
unstructured, so that the participant can give divergent views to tap the knowledge and experience of
individuals with information strongly related to the situation ot opportunity at hand. Anybody with related
information is a potential candidate for a depth interview, such as existing clients, members of the target
market, executives and supervisors of the client organization, sales representatives, suppliers, retailers, and so
on. For example, a children's book publisher useful information regarding a sales decline by speaking with
librarians and school teachers who revealed that increasing numbers of people were using library facilities and
possibly buying fewer books for their children.
Focus Groups
A focus group most commonly contains 8 to 12 people fitting the description of the target sample
group and asks them specific questions on the issues and subjects being researched. Sometimes, focus groups
will also host interactive exercises during the session and request feedback on what was given. This depends
on what is being researched, like a food sampling for a fast food chain or maybe a presentation of potential
advertisements for an anti-smoking campaign.
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Focus groups continue to be one of the most common Uses of exploratory research, providing
researchers with a great foundation on where people stand on an issue. The open and natural discussion
format of focus groups allows for a wider variety of perspectives in a shorter period of time. discussion is
directed by a moderator who is in the room with the focus group participants. While choosing these
individuals, care must be taken to see that they should have a common background and have comparable
experiences in buying. This is certainly needed since there should not be a conflict among the group members
on the common problems that are being talked about. Throughout the discussion, future buying attitudes,
present buying opinion and other related information are collected.
Here are several ways of conducting focus group discussion:
1) Two-way focus group Here one focus group watches another focus group and discusses the observed
interactions and conclusion.
2) Dual moderator focus group -- Here one moderator ensures the session progresses smoothly, while
another ensures that all the topics are covered.
3) Dueling moderator focus group -- Here two moderators deliberately take opposite sides on the issue
under discussion.
4) Respondent moderator focus group Here one and only one of the respondents is asked to act as the
moderator temporarily.
5) Client participant moderator focus groups Here one or more client representatives participate in the
discussion, either covertly or overtly.
6) Mini focus groups - Here groups are composed of four or five members rather than 6 to 12.
7) Teleconference focus groups -- Here the telephone network is used.
8) Internet-based focus groups —Such groups in which multiple respondents can meet electronically via
chat rooms, instant messaging, Web cameras, and the like, offer tremendous speed and cost benefits,
particularly when using an established online panel of respondents.
The moderator in the focus group plays the single most important and most difficult role in the
process. For one thing, the moderator typically translates the study objectives into a guide-book. The
moderator's guidebook lists the general (and specific) issues to be addressed during the session, placing them
in the general order in which the topics should arise. In general, a funnel approach is used; with broad general
topics first and then increasing focus on the specific issues to be studied. A moderator must understand the
background of the problem and what the client needs to learn from the research process. Without this
information, it's impossible to develop the guidebook and conduct a focus group effectively.
Case Analyses/Pilot Studies
Researchers can understand a lot in regards to a problem by studying carefully selected examples or
cases of the phenomenon. Case studies are suitable to undertake exploratory research. A researcher must
examine carefully the previously published case studies with regard to variables like price, advertisement,
changes in the trend, and so on.
An increasingly popular form of case analysis is ethnography. Ethnography is useful as I an exploratory

research tool. This tool, which has been adapted from anthropology, often involves prolonged observation of
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consumers during the course of their ordinary daily lives. It can allow insights based on real behavior, not just
on what people say. Microsoft has used teams of researchers to observe and videotape computer users at
home and at work. Not long ago, the researchers observed 50 families in seven countries as they used the
next version of the company's operating system. Through this process, they found over 1,000 problems; about
800 of which hadn't been identified by company testers. Interpreting the rich, qualitative data produced by
this tool is very difficult to do. Remaining objective about the results (such as not allowing preconceived ideas
and expectations to influence the interpretation) may be even harder to do.
Open-Ended Questions
All open-ended questions in your survey are exploratory in nature. The mere fact that companies allow
respondents to provide any feedback they please, gives them the opportunity to gain insights on topics they
haven't previously thought of. Adding a few open-ended questions in surveys with large amounts of
respondents can be a bit difficult and time-consuming to search through, but it can point to significant trends
and opinions for more research.
For instance, a news website may ask its visitors the open-ended question, 'What would you like to see
improved most on our website?' After analyzing the responses, it identifies the top three discussed areas which
are navigation, quality of information and visual displays. It can then use these three topics as its main focus
or research objectives for a new survey that will look to statistically quantify people's issues with the website
with closed-ended questions.
Observational Research
Observational research can come in a different shapes and sizes. In general, there are two categories:
strict observation with no interaction with the subject at all, or observation with some level of
intervention/interaction between the researcher and subject. There are many examples of observational
research. Here are a few:
1) Usability testing — Watching a subject use a prototype device is one form of observational research.
Again, this can be done with or without intervention.
2) Eye tracking—Let's say a company has come up with a website. It might ask people to navigate his
website, and it will use eye tracking technology to create a "heat map" of where their eyes go on the
website. This information can be used to re-design and optimize the page elements.
3) Contextual inquiry — This is a hybrid form of research that involves interviewing subjects as the
researcher watches them work or play in their natural environment.
4) In-home observation —Watching a family member go through the morning routine in their home
might turn up useful insights into problematic points that need solving.
5) In-store observation — Simply watching shoppers in action is another form of observational
research. What do shoppers notice? How do they go through a store? and some other questions.
6) Mystery shoppers — This involves hiring a regular person to go into a store and pretends to be an
'everyday shopper. They will then report on aspects of their experience, such as store cleanliness,
politeness of staff, and others. In the case, the mystery shopper is the researcher and the store is the
subject being observed.
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The greatest benefit of this technique is that researchers can measure actual behavior, as opposed to user-
reported behavior. It's a big deal, because people will often report one thing on a survey, but behaves in
another way when the rubber hits the road. Observational research is a direct reflection of "real life," so these
insights are often very reliable and useful.
DESCRIPTIVE RESEARCH DESIGNS
Descriptive research embraces -a large proportion of marketing research. Unlike exploratory

research, descriptive research is preplanned and structured in design so the information collected can be
statistically inferred on a population.
The purpose is to provide an exact picture of some aspect of the market environment. Descriptive
research is used to find accurate answers of questions like:
1) Who are users of my products / services?

2) How they are using my products / services?
3) What proportion of population uses my products / services?
4) What is the future demand for my products / services?
5) Who are all my competitors?
Thus descriptive research is used to explain, monitor and test hypotheses created by marketers to help
them find accurate answers. Due to this reason descriptive research is rigid, well structure and well planned
and uses quantitative techniques like questionnaires, structured interviews, data analysis and other
instruments.
For instance, the marketer from previous case may use descriptive research to find out if he also starts
using social media marketing techniques for promoting his products and services then:
1) How many of his current customers will be attracted to them?

2) How many new customers can be engaged using social media?
3) How much time, effort and money will be involved in this activity?
4) What will be the predicted return on investment (ROI)?
5) Will he be able to attract competitor's customers?
The main idea behind using this type of research is to better define an opinion, attitude, or behavior held
by a group of people on a given subject. Consider your' everyday multiple choice questions. Since there are
predefined categories a respondent must choose from, it 'is considered descriptive research. These questions
will not give the unique insights on the issues like exploratory research would. Instead, grouping the
responses into predetermined choices will provide statistically inferable data. This allows you to measure the
significance of your results on the overall population you are studying, as well as the changes of your
respondents opinions, attitudes, and behaviors over time.
Coming from a market research perspective, descriptive research can be an important tool in
understanding consumer behavior. In order to conduct this type of research in regard to a market, one must
determine the purpose of the research, form a question stating what the researcher wants to know and form a
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hypothesis as to what the answer might be. Once the purpose, a question and a hypothesis are put together,
they can be used to create a market research study.
For example, a purpose, a question and a hypothesis are created for two descriptive research situations
below:
Situation One
Purpose: What should be the target market segments?
Question: Who buys our product?
Hypothesis: Customers who buy our product are between the ages of 28 and 30.
Question: Who buys the product from our competition?
Hypothesis: Those who buy from our competition are 30 and over.
Situation Two
Purpose: How should a new product be distributed?
Question: Where do consumers purchase similar products right now?
Hypothesis: Consumers buy products similar to our new product at large discount chain stores.
TYPES OF DESCRIPTIVE STUDIES
Further classifications of descriptive research would consist of following five categories:
Cross-sectional study
Cross-sectional research is used to examine one variable in different groups that are similar in all other
characteristics. It is based on observations that take place in different groups at one time. This means there is
no experimental procedure, so no variables are manipulated by the researcher. Instead of performing an
experiment, a researcher would simply record the information that he observes in the groups he is examining.
Because of this, a cross-sectional research study can be used to describe the characteristics that exist in a
group, but it cannot be used to determine any relationship that may exist. This method is used to gather
information only. The information may then be used to develop other methods to study the relationship that is
observed.
All too often, decision makers will make changes based on an intuition. Even if it's an educated guess
based on observable trends, the only way to make the right choice is to act on real data from actual audience.
For busy researchers looking to provide insight smaller scope, cross-sectional studies are a more realistic
and, often, more effective way to get the data they need to make informed decisions.
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While the exact benefits vary by project, there are three main reasons why researchers may choose to run
a cross-sectional study. They are:
1) Faster -Because a cross-sectional study Only happens once, a researcher will be able to analyze
and act on -his data immediately
2) Less expensive -Again, the strength of cross-sectional studies is that they happen once A
research won't need to go through the time and expense Of administering surveys over a "long
period of time. With this method. It’s one and done.
3) Easier to manage - is the researcher noticing a theme yet? One survey is much easier to
manage than multiple, from design to collecting responses to analyzing data to acting on the
results.
SAMPLE OF CROSS - SECTIONAL STUDY
A mobile game company knows that the most valuable customers are those who regularly use their game
for at least two months.
The marketing director for this company wants to know which age group is the most likely to download
the game and, most importantly, to keep playing.
To find out, she created a survey to poll 300 individuals from three categories: 15-24 years old, 25-34,
and 3544. All individuals are current players.
The questionnaire collected data on how long a player had been using the game and how often they
played.
The information collected gave preliminary data suggesting that while more 1524 year olds were
downloading the game, 25-34 year olds were actually the most likely to still be playing after two months.
The marketing director sees this and acts on it, making short-term readjustments to their existing
promotions to appeal to the 25-34 age bracket.
To explore the findings more deeply, the team may put together two new surveys: one for 15-24 year
olds to see why the game is not keeping their attention, and one for the 25-34 year olds to explore how best
to get more people to download the game in the first place.
This example illustrates both the strength of cross-sectional studies in collecting data that can immediately
influence business decisions, and shows how researchers can use one study's findings to inform future surveys
that will explore causation more deeply.
Source:https://www.surveygizmo.com/survey-blog/how-to-use-crosssectionat-studies-to-
validate& your-marketing-assumptions/
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While there are lots of reasons to go cross-sectional, there are reasons why researchers choose
longitudinal studies. There are data types and trends that are easier to track and analyze over the course of
many weeks or months, and a researcher simply won't get that kind of insight with a one-off survey.
These are the limitations of cross-sectional studies:
1) Observational -- With a cross-sectional study, a researcher is only looking at a group once. He is not
able to influence survey-taker behavior or monitor changes in behavior over time.
2) One time only -- Sometimes, strength can be a weakness. Because a researcher is only polling his
audience once, he will not be able to track changes over time.
3) Correlation, not causation – Correlation does not imply causation. In a cross-sectional study, it
may be easy to spot answers that correlate with one another, but a researcher will not be able to
precisely find out why they appear to go together.
Longitudinal study
A longitudinal study is observational, meaning that there is no interference With the subjects, or
respondents (if you happen to be surveying). What makes a longitudinal study distinctive is the timeline.
Instead of a researcher collecting data from varying subjects in order to study the same variables, the same
subjects are observed in multiple times, and often over the course of many years.
What is noteworthy about longitudinal research is that data is gathered from the same individuals at a
minimum of two points in time. First, data is collected from individuals to establish baseline information. Then,
data is gathered from those similar individuals at least ,one more time so that some type of comparison can be
made.
Most information collected over time involves data collection points over months, years and/or
decades; it is important that data analysis involve comparison of data between or among data collection points
or periods to most exactly gauge change over time as well as the effectiveness of an intervention or strategy.
There are three distinct kinds of longitudinal studies: panel, cohort, and retrospective.
1) Panel — A panel usually involves a somewhat random sample of subjects.

2) Cohort — A cohort observes subjects in a similar group based on region, age, or common
experiences
3) Retrospective study —A retrospective study involves historical data, often times in
comparison to updated data. This is a type of longitudinal research that involves a look into the
past using historical documents,' including medical records, employment records, or
documentation recording a continuous quality management initiative.
An applicable example might be a study on the benefits of jogging, where multiple measurements are
taken; resting heart rate, body mass index, blood pressure, all across groups of varying levels of exercise.
Researchers aren't collecting data from a single subject over several years to learn about the effects of
jogging, but from many subjects just once. This is often referred to as a snapshot.
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The key advantage to longitudinal studies is the ability to show the patterns of a variable sooner or
later. This is one powerful way in which to learn about cause-and-effect relationships. Depending on the scope
of the study, longitudinal observation can also help to discover "sleeper effects" or connections between
different events over a long period of time; events that might otherwise not be linked.
There are, of course, drawbacks to longitudinal studies, panel attrition being one of them. If you are
dependent on the same group of 2,000 subjects for a study that takes place once every year, for twenty
years, obviously some of those subjects will no longer be able to participate, either due to death, refusal, or
even changes in contact information and address. That cuts down on useable data a researcher can draw
conclusions from.
Another weakness is that while longitudinal data is being collected at multiple points, those observation
periods are pre-determined and cannot take into description whatever has happened in between those touch
points. A third disadvantage is the idea of panel conditioning, where over time, respondents can often
unknowingly change their qualitative responses to better fit what they consider to be the observers intended
goal. The process of the study itself has changed how the subject or respondent views the questions.
The richness of data gathered over months and years cannot be undervalued; the breadth and depth
of information resulting from longitudinal research is unparalleled. It can be expensive, but those costs can be
contained with careful attention to the design of process. But, there is no better way to document change in
attitudes, behavior, perception, employment, mobility and retention. In most cases, it is the only way.
CAUSAL RESEARCH DESIGNS
In this form of research the marketer tries to determine if the manipulation of one variable, called the
independent variable, affects another variable, called the dependent variable. In essence, the marketer is
conducting an experiment. In order to be effective the design of causal research is highly structured and
controlled $0 that other factors do not affect those being studied.
Marketers use this approach primarily for purposes of prediction and to test hypotheses, though it can
also be used to a lesser extent for discovery and explanatory purposes. In marketing, causal research is used
for many types of research including testing marketing scenarios, such as what might happen to product sales
if changes are made to a product's design or if advertising is changed. If causal research is performed well
marketers may be able to use results for forecasting what might happen if the changes are made.
When it is necessary to show that one variable causes or determines the values of other variables, a
causal research approach must be used. Descriptive research is not sufficient, for ail it can show is that two
variables are related or associated. Of course, evidence of a relationship or an association is useful; otherwise,
researchers would have no basis for even inferring that causality might be present. In order to go beyond this
inference researcher must have reasonable proof that one variable preceded the other and that there no other
causal factors that could have accounted tot the
Causal research is used by marketers to find cause and effect relationship of variables It is sometimes
referred as Them.' method. In this type of reseat-eh, the marketer fries to understand the effects of
manipulating independent variable dependent variable.
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Causal research uses field and laboratory experimentation techniques to achieve its goals. This
research is used by marketers mainly to predict and test hypotheses. Here are some test cases where causal
research can be used:
1) What will happen to sale of my product 'if t changes the packaging of the product?
2) What will happen to sale of my product if i change the design of the product?
3) What will happen to sale of my product if I change the advertising?
Like descriptive research, causal research is quantitative in nature as well as preplanned and structured
in design, For this reason, it is also considered conclusive research. Causal research differs in its attempt to
explain the cause and effect relationship between variables. This is opposed to the observational style of
descriptive research, because it attempts to decipher whether a relationship is causal through
experimentation. In the end, causal research will have two objectives:
1) To understand which variables are the cause and which variables are the effect, and
2) To determine the nature of the relationship between the causal variables and the effect to be
predicted.
For example, a cereal brand owner wants to learn if they will receive more sales with their new cereal
box design, Instead of conducting descriptive research by asking people whether they would be more likely to
buy their cereal in its new box, they would set up an experiment in two separate stores. One will sell the
cereal in only its original box and the other with the new box. Taking care to avoid any outside sources of
bias, they would then measure the difference between sales based on the cereal packaging. Did the new
packaging have any effect on the cereal sales? What was that effect?
Causal research falls under the category of conclusive research, because of its attempt to reveal a
cause and effect relationship between two variables. Like descriptive research, this form of research attempts
to prove an idea put forward by an individual or organization. However, it significantly differs on both its
methods and its purpose. Where descriptive research is broad in scope, attempting to better define any
opinion, attitude, or behavior held by a particular group, causal research will have only two objectives:
1. Understanding which variables are the cause, and which variables are the effect. For
example, let's say a city councilor wanted to reduce car accidents on !heir streets. They might find
through preliminary descriptive and exploratory research that both accidents and road rage have been
steadily increasing over the past 5 years, Instead of automatically assuming that road rage is the cause
of these accident; it would be important to measure whether the opposite could be true. Maybe road
rage increases in light of more accidents due to lane closures and increased traffic, It could also be the
case of the old saying "correlation does not guarantee causation." Maybe both are increasing due to
another reason like construction, lack of proper traffic controls, or an influx of new drivers.
2. Determining the nature of the relationship between the causal variables and the effect
predicted. Continuing with the example, let's say the city councilor proved that road rage had an
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increasing effect on the number of car accidents in the area. The causal research could be used for two
things. First measuring the significance of the effect, like quantifying the percentage increase in
accidents that can be contributed by road rage. Second, observing how the relationship between the
variables works (like enraged drivers are prone to accelerating dangerously or taking more risks,
resulting in more accidents).
Causal Research and Business Goals
It really doesn't matter what type of organization you are or what goals you have, causal research can
be used to benefit you. The goal of causal research is to give proof that a particular relationship exists. From a
company standpoint, if you want to verify that a strategy will work or be confident when identifying sources of
an issue; causal research is the way to go.
Here are a few examples of how causal research could be implemented with different goals in mind:
1. Increasing customer retention -- Most franchise chains conduct causal research experiments within
their stores. In one case, a large auto-repair shop recently conducted an experiment where select
shops enforced a policy that an employee would have a one-on-one with the client while their vehicle is
being assessed. They were instructed to go over any concerns and speak in layman's terms about
anything wrong with the car, focusing on the client understanding the issues. This experiment was
implemented because of an online survey that identified a lack of employee-client communication as
being a barrier to repeat, customers. After identifying two solutions to this issue (facilitating discussion
and increasing client understanding), the company used this experiment to learn just how effective
these solutions would be in increasing customer retention. By comparing the sales, in unchanged shops
to those that were part of the experiment, the company noticed a significant increase in customer
loyalty.
2. Community initiatives -- City councilors often use causal research to measure the success of their
community initiatives. Let's say the City of Manila conducted a survey and learned that Manilans were
dissatisfied with current public transit options. They could then set in motion a strategy to create more
'Park and Rides' to help more people be able to ride the bus. After implementing this strategy they can
resend the same survey and measure what type of effect it has had on the overall satisfaction of public
transit.
3. Effective advertising — Advertising is one of the most common sectors for causal research. Most
times companies will test ad campaigns in small areas before expanding it across all, locations. The
idea is to measure whether there is a sufficient increase in sales, leads or public interest in those
regions with the advertisement before committing fully. Many organizations will take this experiment a
step further by creating a survey asking customers what made them visit or interested in their services.
Now the business can compare responses from customers in the experiment area to the responses of
their overall client base and see if the increa9e in traffic is a direct result of their advertising.
MARKET TESTING
Introducing a new product or service without first testing the market is like jumping off a cliff into the
sea, blindfolded unthinkable, life threatening, treacherous and unnecessarily risky. Many new ideas and
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products are successful because their creators identified an unmet need in the market and verified the viability
of that concept.
Your time and money are extremely valuable to you. You cannot afford to waste them by investing
them in producing a product or service that fails in the marketplace. The more you test your product before
you produce and sell it, the more likely you are to earn the sales and profits that you desire. Just remember,
every peso you spend in market testing will save you many pesos of losses later on in the marketing process.
Market testing is a tool used by companies to provide insight into the probable market success of a
new product, or effectiveness of a marketing campaign. It can be used by a business to evaluate factors such
as the performance of the product, customer satisfaction or acceptance of the product, the required level of
material support for the full launch, and distribution requirements for a full launch. Here's how to begin
market testing:
1. Develop a prototype, model or description of the product or service that you can show to
others. Most ideas for new products or services don't work the first time. With a model or prototype,
you can photograph it or create a picture of some kind and demonstrate it to a prospective buyer; It
also allows you to try it out for yourself to make sure it works. (Be sore to keep accurate notes of your,
research; you may come up with an even better idea later.)
2. Determine the price that you can sell the product for in the current marketplace. Get
'accurate prices and delivery dates from suppliers, especially if you're purchasing. the product for
resale. Determine all the costs involved in bringing the product or service to market: the costs Of
offices, equipment, Shipping, loss, breakage, insurance, transportation, salaries, etc. Include your
personal labor costs at your hourly rate as a cost of doing business. Ask your friends and family if
they'd buy this product at the price you will have to charge.
3. Go to a potential customer with your sample or prototype and ask if he would buy it. Be
sure to call on the individual who makes buying decisions. Then ask him how much he'd pay for this
product. If people criticize your new product idea, ask them why. Ask how the product could be
modified to make it more attractive.
4. Compare your product with other products on the market. Continually ask, "Why would
someone switch and buy from me?" Solicit the negative opinions of others. Don't fall in love with your
idea—be an optimistic pessimist by looking for the flaws in your marketing plan.
5. Visit trade shows and exhibitions--they're a terrific place to get immediate feedback on a
new product. You can get into a trade show by signing up as either a manufacturer or wholesale
buyer. Once you're in, find out what else is available that's similar or that performs the same function
as your product. Other companies marketing similar products will have their products on display--take
a good, hard look at what they have to offer. Then talk to product buyers—sophisticated buyers at the
trade show can tell you immediately whether or not your product will be successful.
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The only real test of a product is a market test, where you take your new product or service to a customer
who can buy it to see if he likes it. As soon as you know your cost and price, make a sales call on a potential
buyer. The ability to sell the product is more important than any other skill; this will give you a chance to
sharpen yours. Listen carefully to the comments and objections of the buyer their feedback is priceless.
Then once you've determined there's a large enough market for your product at the- price you'll have to
charge to make a profit immediately begin thinking Of ways to improve both the product and the marketing.
Continually tweaking your plans instead of sticking only with your original ideas will help ensure your produces
success.
Different Methods for Market Testing
There are different market testing methods based on the type of the market namely business to consumer
(B2C) or business to business (B2B).
The Main Methods for B2C are the following:
1. Simulated test market — In a simulated test market, respondents become aware of a new product
after being exposed to advertising, typically; a concept board. They then indicate their interest in
purchasing the product. They are assigned to a certain "awareness •track" before viewing the product
at the shelf. Simulated test marketing takes into account the changing influences on consumer
purchasing decisions. It allows a consumer to become aware of a new product as he would in the real
world. This provides marketers with an accurate purchasing rate for sales forecasting. Simulated test
marketing primarily serves as a forecasting tool. Additionally, it enables marketers to experiment on
different inputs, from tactical elements such as budget allocation across different digital media to
strategic elements such as target and positioning. It allows them to test a few alternative plans and
choose the best one according to projected volume or sales. With the use of this market-testing
method, companies are able to improve and revise their marketing plans and select the optimal plan
that will most likely attain performance objects in the real world.
2. Test marketing — This is the final step before commercialization. The objective of this marketing
phase is to test all the variables in the marketing plan, including different elements and characteristics
of the product. This stage represents the launching of the total marketing program, albeit on a limited
basis. Three questions can be answered through test marketing:
a. Is the overall workability of the marketing plan realized as planned?
b. Do alternative allocations of the budget need to be evaluated?
c. Can marketers determine whether users are being inspired to switch from their previous
brands to the new one, and whether repeat purchases are taking place?
3. Consumer panel — It is a group of consumers within a specific market; it is these consumers whose
industry behavior is believed to be a representative sample of the entire market. By studying such
panels marketers are able to determine the attitudes, values and beliefs of consumers and gain an
understanding of the total market.' Consumer panel research is, nowadays, often carried out online and
can consist of many hundreds or thousands of respondents. It is through these online panels that
marketers are able to gain sector specific insights quickly and inexpensively.
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As far as B2B is concern the following are the methods for market testing:
1. The new product is tested in a limited geographical area. Sales people attempt to make an actual sale
as part of a regular sales call.
2. The new product is tested in distributor and dealer display rooms. This method is reflects the product's
normal selling situation.
3. The new product is tested in trade show. This method has an advantage of testing the new product to
a large number of potential buyers, but has the disadvantage of revealing the product to Competitors.
Therefore, the seller must be ready to launch the product to the market shortly after the trade show.
4. The new product is tested through speculative sale. Sales people approach the potential customers
and pretend to make a sale using prepared selling materials, a real product and a actual price list. Here
the objective is not to test whether an actual sale can be accomplished, but rather to test the
customer's level of interest and excitement willingness to ask for a sample or purchase intention if the
product was available.
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Practical Activity 1
NAME: DATE:
YEAR/SECTION: GRADE/SCORE
Serrano's is a chain of fast food restaurants located in major cities of Metro Manila. Sales have been growing
very slowly for the last two years. Management has decided to add more items to the menus they serve.
However, they first wanted to know more about their customers and their preferences. Answer the following
questions to help the Serrano's in their business:
1. List two ways on how to market test the new menu.

___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
2. What type of research is fitting to the situation of Serrano’s? Defend your answer for your
choice.
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
__________________________________________________________________
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I. IDENTIFICATION
Direction : On the space provided before each number, write the Avoid or words statement correct.
____________1.A___________is the detailed blueprint used to direct a research study toward its objectives.
___________ 2. A___________design specifies the procedure for conducting and controlling the marketing
research project.
___________ 3. ____________refers to specification of how data are to be collected.
____________4. A___________starts with broad general topics first and then increasing focus on the specific
issues to be studied.
____________5. ____________is used to explain, monitor and test hypotheses created by marketers to help
them find accurate answers.
____________6. _____________is used to examine one variable in different groups that are similar in all
other characteristics.
____________7. A_____________ is observational, meaning that there is no interference with the subjects,
or respondents
___________ 8. A__________ involves historical data, often times in comparison to updated data.
___________ 9.___________ are the connections between different events over a long period of time.
___________ 10. ___________is used by marketers to find cause and effect relationship of variables.
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II. TRUE OR FALSE
Direction: On the space provided before each number put a if the statement is TRUE and x if the statement
is FALSE.
_________1. The research design should be constructed needs creativity and scientific expertise.
__________2. Exploratory research is used in cases where the marketer has enough understanding about the
research problem due to proper information at hand.
__________3. Descriptive research embraces a large proportion of marketing research.
__________4. A focus group most commonly contains 80 to 120 people fitting the description of the target
sample group and asks them specific questions on the issues and subjects being researched.
__________5. Observational research is a direct reflection of real life, so these insights are often very reliable
and useful.
__________6. All close-ended questions in your survey are exploratory in nature.
__________7. Many new ideas and products are successful because their creators identified an unmet need in
the market and verified the viability of that concept.
__________8.In a customer panel, respondents become aware of a new product after being exposed to
advertising, typically a concept board.
__________9. Trade show has an advantage of testing the new product to a large number of potential buyers,
but has the disadvantage of revealing the product to competitors.
__________10. Speculative sale takes into account the changing influences on consumer purchasing decisions.
Ill. ENUMERATION
5 ways of conducting focus group discussion
5 examples of observational research

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LESSON 4: Main Body or text of the Research Report
CHAPTER 1. THE PROBLEM AND ITS BACKGROUND
Introduction
Background of the Study
Theoretical Framework
Statement o the Problem
Hypotheses
Scope and Limitation
Significance of the Study
Definition of Terms
CHAPTER 2. REVIEW OF RELATED LITERATURE AND STUDIES

Foreign Literature
Local Literature
Foreign Studies
Local Studies
Synthesis and Relevance to the Study
CHAPTER 3. RESEARCH METHODOLOGY

Research Method Used
Population and Sample Size
Descriptive of Respondents
Research Instrument
Data-Gathering Procedure
Statistical Treatment of Data
CHAPTER 4. PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

Presentation
 Textual
 Tabular
 Graphical
Analysis
Interpretation
CHAPTER 5. SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS

Summary of Findings
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Conclusions
Recommendations
MAIN BODY OR TEXT OF THE RESEARCH REPORT
This is a presentation of descriptions of how to write the chapters of a research or thesis report the
conventional, popular way. Students and other users of this material should utilize ingenuity in making their
own adjustments to fit their purposes. The arrangement of the chapters is as follows: Chapter -I, The
Problem and Its of Background; Chapter II, Review of Related Literature and Studies; Chapter III,
Research Methodology; Chapter IV, Presentation, Analysis and Interpretation of Data; and Chapter V,
Summary, Conclusions, and Recommendations. Every chapter is an important division of the problem under
investigation. Each assumes specific roles.
HOW TO WRITE CHAPTER 1
The body of the text starts with Chapter I entitled The Problem and Its Background. This part
introduces the entire research study,
In historical research, the arrangement is approached differently. The narrative is mentioned following
a chronological or topical order. Hence, writing this type of research deviates from the descriptive type.
In experimental studies, the style could be different from those of the descriptive and historical studies.
A series of chapters dealing with the details of equipment and materials used, the procedure, and the results
could be presented.
This section deals with the following:

(l) Introduction;
(2) Background of the Study;
(3) Theoretical Framework;
(4) Conceptual Framework;
(5) Statement of the Problem;
(6) Hypotheses;
(7) The Scope and Delimitations of the Study;
(8) Significance of the Study; and,
(9) Definition of Terms. These are the general components of Chapter 1.
Introduction
The introduction is not a title of the chapter. It is actually a paragraph side head, which begins
Chapter I . The beginning of the introduction is the presentation of the topic, that is what the topic is all about
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and its importance. The next part of the introduction is the reference to the existence of an unsatisfactory
condition, a problem that has to be solved. The ending of the introduction should be the rationale of the
study- the need to solve the problem, the reason for conducting the study
We have but a brief introduction of the thesis. It is merely composed of three paragraphs enabling the
readers -to see at a glimpse the entire contents of the research work.
The intention of the first paragraph is to provide the readers a mental warm-up; thus, giving them
information and readiness as to what the thesis is all about.
The second paragraph carries the bulk of introduction.
The third land last paragraph is a sort Of Al closing portion that is intriguing and. challenging the
readers to become interested in knowing the 'results of the proposed study. Consequently the readers will be
prompted to continue reading the thesis.
Background of the Study

This segment consists of statements on what led the investigator to launch the study. A historical
background may be given. Situations that may have-spurred the researchers to undertake the study are
included. The background of the study may have been generated by some empirical observation, the need to
explore the problem and some other relevant conditions.
Begin this section with a clear description of the background of the study and the social, institutional
context which will; frame the project. Be careful to describe as clearly as possible the problem intended to be
addressed and refer to the relevant literature in the field.
This section describes the history of the problem. That is. it is an overview of factors which have led to
the problem, comprise the problem and the historical significance relative to the problem. This should take
between one to one and a half pages.
Theoretical Framework
This the foundations of the research study. These are highly related theories and principles that were
established and proven by authorities which are very useful to the present study. Almost all research' studies
that were conducted in the past were based on universally accepted theories and principles.
Theoretical Framework means relating to or having the characteristics of the theory. Theoretical
Framework, therefore, refers to the set of interrelated construct, definitions, and prepositions that presents a
systematic view of phenomena by specifying relations among variables. The theoretical framework becomes
the basis of the research problem. ' It explains the phenomena upon which the thesis investigation hopes to fill
the vacuum in the stream of knowledge.
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Pursuing the linkage between theory and the problem at hand, the researcher views theoretical
framework as an organized body that explains what has been done and what has been said on the topic or
problem being investigated. Moreover, the body of knowledge establishes relationships among -the variables
concerned. The present study is the missing link to the body of knowledge. Accordingly, if and when the
research study is consummated, the gap or missing -link disappears since the study will have closed the gap.
The theoretical framework is now more complete until another researcher discovers another gap,
inconsistency, or weakness which. will be the object of another investigation.
WHAT DATA MUST BE OBTAINED FROM A THEORY?
1. The name/s of author/s of the be taken including the place and the time/year when he or she
postulated such a principle or generalization.
2. Next, copy exactly the pan or parts of the theory that are relevant to your study. Make sure you will
use a parenthetical reference to recognize the pans copied.
3. Finally, you will have to make a synthesis by relating to your findings what the theory has to say about
the phenomenon being studied.
Conceptual Framework
The conceptual framework shall show the research paradigm or structure of the entire study, This will guide
the researcher what to do or not to do and what are needed or not needed in the study.
This is the researcher's map that guides him/her in undertaking the study. It shows how he/she
understands and looks at the problem by means of presenting relationships of variable after a review of
related literature and studies. The discussion of the conceptual framework is followed by a diagram (also
called a paradigm) that allows the reader as well as the researcher to have an idea of the whole research
process at one glance.
Conceptual Framework consists of the investigator's own position on a problem after his exposure to
various theories that have bearing on the problem. It is the researcher's new model which has its roots on the
previous models which the researcher had studied. The conceptual framework becomes the central theme, the
focus, the main thrust of the study. It serves as a guide in conducting the investigation.
The conceptual paradigm is a diagrammatic representation of a conceptual framework.

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It depicts in a more vivid way what the research wants to cover.
There are three styles of presenting the conceptual framework. They are as follows.
1. The Conceptual Framework is integrated with the problem in Chapter l. Also there is no separate
Chapter Il for Review of Related Literature and Studies for it .is also integrated in Chapter l .
2. The Conceptual Framework is followed by the Statement of the Problem in Chapter I with a separate
chapter Il for a Review of Related Literature and Studies.
3. The Review of Related 'Literature and Studies is in chapter Il with the Conceptual Framework at the
encl of the Chapter.
Statement of the Problem
The Statement of' the Problem is what the researcher aims to discover or establish. Research demands
that a clear statement of the problem be made. The researcher should write out in a simple language just
what it is he/she proposes to investigate, At may be in the form of: (l ) a question or questions or a single
question followed by several sub-questions; (2) a declarative statement or a series of complete statements;
and, (3) a statement followed by a series of questions. The question form has some advantages by way Of
sharpening and clarifying the problem to be attacked, although both statements and question are generally
acceptable. Whatever the form may be, the research should keep away from the phrase "a study to show" so
as to avoid the implications of initial bias since the purpose of the researcher is to seek an impartial answer to
the questions raised rather than to prove something.
The Statement of the Problem is the focus Of the study and all questions stated should be categorically
answered. The following are some guide to the problem from broad to the specific: (l) Read a lot of reading
materials; (2) Define the interest; (3) Continue reading the literature; (4) Cite the special aspects of interest;
(5) Read the studies about the interest; (6) Delimit the broad problems to specific ones; and. (7) State the
problem.
The statement of the problem can best be used as frame of reference to write this paragraph. It is
simply telling the readers the scope and coverage of the study. To be able to solve the stated problem is the
major task of the researcher. It must revolve around mentioning the purpose of the study which is to
determine the relationships existing or not existing between the independent and dependent variable.
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Guidelines in Formulating the General Problem and the Specific Sub problems
1. The general statement of the problem and the specific sub problems or questions should be formulated
first before conducting the research.
2. It is customary to state the specific sub problems in the interrogative form. Hence, sub problems are
called the specific questions.
3. Each specific question must be clear and unequivocal.
4. Each specific question is researchable apart from the other questions.
5. Each specific question must be based upon known facts and phenomena.
6. Answers to each specific question can be interpreted apart from the answers to other specific
questions.
7. Answer to each specific question must contribute to the development of the whole research problem or
topic.
8. Summing up the answers to all specific questions will give. a complete development of the entire
study.
9. The number of specific questions should be enough to cover the development of the whole research
problem or study.
10. Generally, there should be a general statement of the problem and then this should be broken up into
as many sub problems or specific questions as necessary.
The main problem is stated first. The problem should be stated in a similar manner as the title but not
necessarily in the same words. A good main problem spells out expected sub problems that will further clarify
it. Sub-problems spring out of the main problem. The variables and factors are stated in the sub problems
which could be in the form of questions or statements.
Objectives are sometimes used by other researchers instead of the problem and sub problems. The
objectives sub problems and/or hypotheses give direction for the entire research project. Examples are herein
presented.
Objectives
Main Objective : To find out the various motor transportation problems in the Greater Manila area.
Sub-Objectives.
1. To determine common problems of commuters regarding fares in the Greater Manila area.
2. To find out problems of commuters regarding the observance of traffic rules.
3. To identify other problems of commuters regarding noise, cleanliness, load, loading, and
unloading.
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4. To identify some causes of accidents of motor vehicles in the Greater Manila.

5. To determine sections saturated with motor vehicles during rush hours in the different sections
of the Greater Manila area.
Hypothesis
A hypothesis is a tentative conclusion or answer to a specific question raised at the beginning of the
investigation. It is an educated guess about the answer to a specific question. Some problems or sub problems
call for the setting up of hypotheses. A hypothesis is a hunch usually stated in the null form. The null
hypothesis is tested statistically. The computed statistical value provides the basis for determining whether the
hypothesis is to be accepted or rejected.
Forms of Hypotheses
1. Operational Form stated in the affirmative, and also states that there is a difference between two
phenomena.
2. Null Form stated in the negative, and also states that there is no difference between the two
phenomena.
Guidelines in Formulation of Explicit Hypothesis:
1. In experimental investigation, hypotheses e to be explicit; they have to be expressed. They have to be

expressed also in comparative and correlational studies,
2. In descriptive and historical investigations, hypotheses e seldom expressed if not entirely absent. The
sub problems or specific questions raised before the start of the investigation and stated under
the statement of the problem serve as the hypotheses. The specific question serves as the hypotheses.
With this fact, it is logical to presume that all studies in research have hypotheses and for that matter
all theses and dissertations have their own respective hypotheses. Consequently, no research is
conducted without any hypothesis at all.
3. Hypotheses are usually stated in the null form because testing a null hypothesis is easier than a
hypothesis in the operational form. Testing the hypothesis is simply means gathering data to answer it.
4. Hypotheses are formulated from the specific questions upon which they are based.
Purposes, Functions and Importance of Hypotheses or Specific Questions
1. They help the researcher in designing his study: what methods, research instrument, sampling design,
and statistical treatments to be used, what to gather, etc.
2. They serve as bases for determining assumptions.
3. They serve as bases for determining the relevance of the data.
4. They serve as bases for the explanation or discussion about the data gathered.
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5. They help or guide the researcher in consolidating his findings and in formulating his conclusions.
Generally, findings and conclusions are answers to the hypotheses or specific questions raised at the
start of the investigation;
The following are examples of hypotheses stated in null form.
1. There is no significant difference in mean scores and variance in the self-perception scale between
children with liked nicknames and those with disliked nicknames.
2. There is no significant difference in mean score and variance in the self-perception scale between
children with no nicknames and those with liked nicknames.
children with no nicknames and those with disliked nicknames.
children with no nicknames and those with several nicknames, some of which they like and some they
dislike.
Scope and Limitations of the Study
Limitations are stated to guide thesis report readers and the researchers themselves. Readers
may want more inclusions in the study if the limitation is not stated. This part states what is included in the
particular study. Reasons why other aspects seemingly relevant to the study are omitted are also stated in this
part of the report. Unusual occurrences in the process of making the study, like in terms of instrumentation
and application of results are mentioned.
Scope of the study
Defines where and when the study. was conducted and who the subjects were. 'The scope sets the
delimitations and establishes the boundaries of the study.
Limitations -- is a phase or 'aspect of the investigation which may affect the result adversely but over which
the researcher has no control.
This portion of the introduction simply points out what is included or covered by the
investigation and what is not. In terms of "what," the researcher should explain clearly the specific topic
covered by the study and which are not covered by the study. In terms of "who/whom," the researcher should
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identify who are involved in the research and who are not. In terms of "where," and "when," the writer is
obliged to indicate definitely the locale and the time covered by the research.
Some phrases/expressions we can use to express scope and limitations are:
1. The study focused on, or included only.

2. The study involved only
3. The coverage of the study was limited to
4. The researcher had no intention to
5. There was no attempt to
6. The investigation was not concerned with
Guidelines in writing the Scope and Limitations:
1. A brief description of the general purpose of the study.

2. The subject matter and the topics studied and discussed.
3. The locale of the study, where the data were gathered of the entity to which the data belong.
4. The population or universe from which the respondents were selected.
5. The period of the study.
Significance of the Study
This criterion refers to the significance of the study to the field involved, its timeliness and its practical value
in terms of applicability and eventual implementation of the results. The researcher should make certain that
the results will indeed be useful.
Guidelines in Explaining the Significance of the Study
1. The rationale, timeliness, and/or relevance of the study.
2. Possible, solutions to existing problems or improvement to unsatisfactory conditions.
3. Who are to be benefited and how they are going to be benefited.
4. Possible contributions to the fund of knowledge.
5. Possible implications.
Definition of Terms
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Terms are defined according to their use in the study. This clears up difficulty 'in
understanding the research report. Sometimes the definition of terms -given in the International Webster's
Dictionary is not the definition of the same term as used in the study.
This is the last part of Chapter 1. Two ways of defining a term are the conceptual or
constitutive and operational or functional. The conceptual definition is given in dictionaries. It is the academic
or universal meaning of a word; it is the meaning understood by almost everybody. The operational definition
is according to how the word was used by the researcher in the study.
After defining all terms, arrange them alphabetically using the first letter of the first word as
basis. This portion of the thesis will then look like a little dictionary.
If it will be necessary to use the definitions of printed sources and materials, a parenthetical reference has to
be included in the typewritten material.
Guidelines in Defining Terms:
1. Only terms, words, or phrases which have special or unique meanings in the study are defined.
2. Terms should be defined operationally.
3. The researcher may develop his own definition from the characteristics of the term defined.
4. Definitions may be taken from encyclopedias, books, magazines and newspaper articles, dictionaries
and other publications but the researcher must acknowledge his sources.
5. Definitions should be brief, clear and unequivocal as possible.
6. Acronyms should always be spelled out fully especially if it is not commonly known or if it is used for
the last time.
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LESSON 5: HOW TO WRITE CHAPTER II
"Review of Related Literature and Studies"
The second chapter is the "Review of Related Literature and Studies". It is imperative that only
readings relevant to the study should be included. For the purpose of organization, the researcher-writer
should organize his materials systematically. The first part of this chapter may present general concepts,
principles, and theories related to the study both foreign and local. The review of the related literature and
studies is a necessity in any research work to make sure that: (l ) the study is not a mere repetition of a
previous work or a replicate of a previous study; (2) the important past works of others are not overlooked;
and (3) the study could be a verification of findings of past researchers. This part of the manuscript presents,
in one way, the justification of the research project. Definite information about the extent of literature included
should be thoroughly studied.
Chapter II includes foreign literature, local literature, foreign studies and local studies. A final part of
this chapter is the Synthesis. It presents whether the present investigation confirm, negate or innovate the
findings in other inquiries about the same research problem or topic so that generalizations or principles
maybe formulated. Before the discussions on the composition of Chapter II, an introductory paragraph follows
the Chapter Number and Title introducing the various parts.
There is no required number of research studies to be included in the review of related literature and
studies. The number of readings to- be included is dependent upon the following: (1) availability of materials
within the awareness of the researcher: (2) library facilities; and (3) relevance of research studies already
conducted. The materials in the Review are generally used in the interpretation of findings in Chapter IV.
Without these readings and studies, the researcher may be handicapped in explaining certain results of the
study. With them, results are more meaningfully interpreted. Readers will be able to understand the
intertwining of occurrences. The researcher will be able to improve the utilization of results and to see what
could have caused some biases or loopholes in the results of the study.
Before a problem is conceptualized, the researcher-student should make intensive readings to the
problem in minslr in order that he would know his entry point to the topic. To have a good start on making a
study, he should ask this himself. "Will this be an original work?" or "Will it be merely an extension of a work
done long time ago?"
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These questions can only be answered after a thorough review of related literature and studies
pertinent to the topic considered by the research proponent.
What is a Review of Related Literature and Studies?
Review of Related Literature and Studies is the major process that leads a researcher to past theory
and studies. And it is expected that the results of such studies, the findings and conclusions have benefit and
relevance to the ongoing study. The review involves systematic identification, location, and analysis of
documents containing information related to the research problem. This is the researcher's immediate concern
to look for these sources to put the literature into some organized form and use these for the study.
Importance and Function of a Review Of Related Literature and Studies
First of all, Review of Related Literature and Studies helps in a situation in which a researcher-student
has not been decided topic yet. It will enable him to determine and have a good idea of the topic he is
interested on through reading literatures and studies such theses, dissertation, books and even periodicals.
After having al Idea of what would be the topic of the study, the review of related literature an studies
is much help to the workability of research findings •in the past as well as theories, principles, and conclusions
formulated by the experts of the preceding generations.
According to Fonollera (1993), the review enables a researcher-student to narrow down the
general problem area to a specific researchable and well defined manageable problem. And it also avoids an
unintentional duplication on past studies.
Sevilla (1992) has cited functions of the Review of Related Literature and Studies. These are:
1. It provides the conceptual or theoretical framework of the planned research.

2. It provides the information about past researches related to the intended study.
3. It gives the feeling of confidence since by means of the review of the related literature and studies a
researcher will have on hand all constructs related to the study. He therefore is an authority on the
subject as far as mastery of information is concerned.
4. It gives information about the research methods used, the population and the sampling considered, the
instrument used in gathering data, and the statistical computation.
5. It provides findings and conclusions of the past investigations which may relate the researcher's own
findings and conclusions.
Components of the Review of Related Literature and Studies
Callisto (2006) cited three components of-a Review of Related Literature and Studies. The first component is
Related Literature consisting of books, documentation, articles, etc. which are closely related to the present
study. The ideas of the author should be stated and his surname and year of publication of his book should be
included.
The Related Studies is the second component of this chapter. It includes ideas from the theses or dissertations
read and which have relation to the present study. The thesis writer's surname -must always be indicated after
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each idea, so with the year when the thesis or dissertation was written. The selected studies must also be
categorized onto foreign and local.
Lastly, Synthesis of Review, which cites the similarities of the aforementioned theses or dissertations with
the present study, will be stated. Mention also the difference of the present study from those theses or
dissertations mentioned. Family names of the writers must be stated together with the year when these were
written.
Sources of a Review of Literature and Studies
1. Books, encyclopedia, almanacs, and similar references.

2. Articles published in professional journal magazines, periodicals, newspapers.
3. Manuscript, monographs, speeches, letters and diaries.
4. Unpublished theses and dissertations.
5. The constitution and laws and statutes of the land.
6. Bulletins circular, and order emanating from government offices and departments, especially from the
Office of the President of the Philippines and the .Department of Education. Culture and Sports.
7. Records of the schools, public and private especially reports of their activities.
8. Reports from seminars, education or otherwise.
9. Official reports of all kinds. social, economic, scientific, technical and political.
TYPES OF SOURCES
1. General References tell the researcher where to find other sources, such as articles, monographs,
books and other documents. Most general references are either indexes, which list the author, title,
and place of publication of articles and other materials on education, or abstracts, which give a brief
summary or various publications, as well as their author, title, and place of publication.
2. Primary Sources - these are the result of researches or investigations that are reported by the
researchers themselves, and are then published. Most primary sources are journals.
3. Secondary Sources these are publications in which, the authors describe the works done by others.
STEPS IN REVIEWING LITERATURE AND STUDIES
1. Define the problem

2. Determine the key word/s which will serve as the descriptor.
3. Refer to the general references.
4. Read enough materials from the primary and the secondary sources.
5. Note down (on your note cards) five important data from each related study you may encounter.
a) Problems: State it clearly

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b) Hypothesis or List each exactly as stated in the study you have reviewed.
c) Procedure: Indicate the research methodology used, the respondents (research
population,- -sample and how they were obtained and research instrument
d) Findings: List the major findings. Indicate whether the objectives or the hypotheses were
realized or supported by the findings. (Note how this study relates to your study).
e) Conclusion: List down the conclusion Hypothesis
Pointers in Reviewing Related Literature and Studies
1. Be ready to spend 'the whole day or even days in a library browsing over books, magazines, periodicals
or, theses for possible literature. Flitting visits to the library will not give beneficial results. If you are to
make use of the library adequately, you cannot do this with only cursory look into it. Better surf the
internet on all possible materials related your topic.
2. In terms of presentation, your review should be logically arranged by topic or theme. It should present
an authoritative discussion on the historical development of the problem.
3. Your review should provide critical evaluation of related studies and examine the appropriateness and
applicability of research design used.
4. Show how the methodology of previous studies are replicated, modified, or improved in the present
study and how the study will contribute to the existing literature and research.
5. As you explore reading materials, examine whether it is relevant. The question of relevance_ to your
study requires judgment on your part.
6. Take down notes on directly and, indirectly related matters to your study. You may need those
indirectly related information later on.
7. The statement of the problem of a previous research work will help you know if it is a related literature
or not.
Characteristics of Related Literature and Studies
1. Materials must be recent as possible.

2. Materials must be objective and unbiased.
3. Materials must be relevant to the study.
4. Materials must not be too few or too many.
Ways of Citing Related Literature and Studies
1. By author or write. In this method the ideas, facts or principles although they have the same meaning,
are explained -of discussed separately and cited in the footnotes with their respective authors or
writers.
2. By Topic. In this case. if different authors or writers have the same opinion about the topic, the topic is
discussed and cited under the names of the authors. This is the Summary their opinions. This is to
avoid separate and long discussion
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3. Chronological. According to the year they were written, materials which are written earlier should be
cited first before those, which are written later.
What to Cite
It should be emphasized that only the major findings, ideas, generalizations, principles, or conclusions
in related materials relevant to the problem under investigation should be discussed in this chapter. Generally,
such findings, ideas, generalization, principles or conclusions are summarized, paraphrased, or synthesized.
LESSON 6: HOW TO WRITE CHAPTER III
Methodology
Chapter III is entitled Research Methodology (It varies according to the research method used. In
descriptive research studies. like surveys and genetic studies, the chapter on research methodology include
the following (1) research method used; (2) population and sampling; (3) description of respondents; (4)
description of instruments used in the collection of data: (5) validation of the instrument (6) how data were
collected, and (7) how data were treated and organized. An introductory paragraph precedes the discussion of
the composition of Chapter III.
Research Method Used
This part describes the appropriate research method used. This could be the descriptive research
method. The specific descriptive method is elaborated on. It could be the. survey type, the project feasibility,
case study, normative survey, etc. For experimental method or quasi-experimental studies, the description of
the experimental and control groups. the equating process, the independent or dependent variables and
factors are mentioned. For historical studies, the approach is different. The description of the historical study
method is done.
Population and Sampling Technique.
The researcher describes how he selected places, products; situations, and respondents. If regions
were used, the different regions of the country are included in his first list. The next question is: how did the
researcher select the sample regions included in the study? Are the selected regions representative of all the
regions that make up the Philippines? If barrios in a particular province were the focus of the study, how did
the researcher select the few barrios representative of all the barrios? On the other hand, if ethnic groups
were used, how did he arrive at the majority and minority ethnic groups of the particular national survey? The
researcher should describe how he went about selecting the sampled places and sampled products and
respondents in this part of the methodology.
Respondents of the Study
The respondents are described as a small group or as a big group. Characteristics may include sex. age
levels. socio-economic status, marital status. level of intelligence, education. type of community (urban or
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rural, barrio or town), ethnic group, and other characteristics sought by the researcher to describe his
respondents. These characteristics of respondents could be presented in table form.
Instruments Used
Instruments used for gathering data are described under Research Methodology. The various aspects
of the instruments are mentioned. Items in each instrument are described. too. If validation of the test was
made, this is also mentioned. In some studies, several instruments are used. These could be related following
the order of administration. It is desirable that writers mention how these instruments were used in the study.
Could it be that Instruments I is intended to shed light on Hypothesis 1 ; Instrument 2. on Hypothesis 2; and
so f0rth?
If the instrument is lengthy, this is generally placed in the appendix. Such replacement has to be
mentioned in the text and labeled as Appendix A, B, or C, as the case may be.
This part describes the tools used to measure the variables. In most cases, this means detailing the
survey used. If a researcher developed a survey on his own or modified one which is in the literature, he
needs to include this plus the cover letter in the appendix. If he is using a well-researched questionnaire,
reference it clearly.
Ways of Collecting Data
1. Mechanical devices include almost all tools (such as microscopes, telescopes, thermometer, rulers, and
monitors) used in physical sciences.
2. Clerical tools are used when the researcher studies people and gather data on the feelings, emotions,
attitudes and judgment of the subject.
2.1 Questionnaire method
2.2 Interview method
2.3 Empirical observation method
2.4 Registration method
2.5 Testing method
2.6 Experiment method
2.7 Library method
Questionnaire Method
This is a list of planned, written question, related to particular topic with space provided for indicating
response to each question intended for the submission to a number of persons for a reply; commonly used in
normative studies and in the measurement of attitudes and opinions.
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Guidelines in the Formulation of Questions in a Questionnaire
1. Make all directions clear and unequivocal.

2. Use correct grammar.
3. Make all questions unequivocal.
4. Avoid asking biased questions.
5. Objectify the responses.
6. Relate all questions to the topic under study.
7. Create categories or classes for approximate answers.
8. Group the questions in logical sequence.
9. Create sufficient number of response categories.
10. Word carefully or avoid questions that deal with confidential and embarrassing information.
11. Explain and illustrate different questions.
12. State all questions affirmatively.
13. Place all space for replies at the left side.
Interview Method
This is a purposeful face to face relationship between persons, one called the interviewer who asks
questions to gather information and the other called the interviewee or the respondent who supplies the
information asked for.
This is feasible when a personal interaction is available. The research interview is a research method
that involve situation or condition the respondent is in, although it entails difficulty in tallying as the answer
are varied. In other words, the answer is entirely left at the discretion of the respondent.
In general, respondents do not like to answer open-ended questionnaires for aside from giving multiple
responses; they feel that they are taking an examination. Aside from this, an open-ended questionnaire gives
multiple responses, which makes statistical analysis difficult.
There are two types of research interview:
1. The Structured or Formal interview agenda
The questionnaire state specifically in a fixed list (called the interview guide) and the interviewer asks the
question verbatim in the order in which they are listed. If complete standardization is required, he is told not
to repeat the question, not to deviate from the order, and not to ask additional questions.
2. An Unstructured Interview
Direction of the interview is relatively unpredictable although he has list of questions, he does not need to
follow the order in which they come. Moreover, he is free to repeat a question, to ask additional questions,
and to move to other points, which he thinks are useful to the interview. The interview requires that at the
end, the necessary information have been gathered.
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PLANNING AND CONDUCTING THE INTERVIEW
Before the interview
1. Have a definite purpose and be aware of the audience for which the interview is conducted.
2. Find out about the interviewee and his background, interest, etc. so that you can ask pertinent
questions.
3. Choose the type of interview to be used. Your choice will be determined by the nature of the research
and the degree of control the interviewee wishes to exert. The question format and the response mode
will of course vary according to the nature of the variables under the investigation, the type of
subjects, the resources available to the researcher and so on.
4. Prepare an interview guide. Plan the topics to discuss and the questions to be asked.
During the interview
1. Begin the interview promptly and introduce yourself politely.

2. Sit side by side with the interviewee.
3. Before the interview proper starts, explain to the interviewee the nature of the research and purpose of
the interview.
4. Establish rapport with the interviewee by putting him/her at ease.
5. Be alert to follow up leads and questions not in the list.
6. Take care to write down all the interviewee's answers concisely and accurately. You may request
permission to tape the interview.
7. After you have asked all the questions, thank the interviewee for sharing his/her time and his
knowledge.
After the interview
1. With all the information you have obtained, you can start with your report. The quality of your final
paper will depend on the answers that you recorded and the answers will depend on the questions that
you asked.
2. Stage manages your interview. Give a little background of your interview. Your reader will be
interested to know something interesting about the interviewee his/her life appearance, manner of
speaking and other human-interest details.
3. Build your interview around a striking point or a topic of great interest.
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4. Insure mechanical accuracy. Provide criteria by which you can check your interview for accuracy and
grammatical form.
What to avoid in Interviews
1. Avoid exerting undue premise upon a respondent to make him participate in an interview.
2. Avoid disagreeing or arguing with or contradicting the respondent.
3. Avoid unduly pressing the respondent to make reply.
4. Avoid using a language well over and above the ability of the respondent to understand.
5. Avoid talking about irrelevant matters.
6. Avoid placing the interviewee in embarrassing situations.
7. Avoid appearing too high above the respondent in education, knowledge and social status.
8. Avoid interviewing in an unholy hour.
Observation is the process of watching the situation of the research through the use of the senses. It can be
used in descriptive or experimental investigations, but it cannot be used in historical studies. In this kind of
study, the researcher is concerned with the direct description of the research situation and the best way to
achieve this objective is to watch it. It is also used to supplement the data gathered through questionnaire.
Researcher can be a:
1. Direct participant when the researcher is one of the respondents such as when an anthropologist lives
with a cultural minority to observe its customs, traditions, etc
2. Indirect participant — example; when one observes how accounting is taught in the classroom.
Observation may also be:
1. Structured observation — it focus on important and relevant information and is also based on a given
observation guidelines which delimits the observation activities.
2. Unstructured observation — does not have any observation guide, thus giving flexibility in observing
activities to the study.
Measuring instruments are the tools of data collection. They allow the researcher to implement the research
method and •to produce data for analysis.
Two classes:
1. Standardized Instruments
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a. This is one that has been carefully developed, has highly refined measurement procedures, and
has been designed for administration under carefully prescribed conditions for some specific
purpose.
2. Researcher Developed Instruments
2.1 Interview Schedule is a written instrument that is used by the interviewer to guide the
asking of the questions. It can be used to gather factual information, preferences and
opinions.
2.2 Observation Form is a written form used by the researcher which focuses on the
occurrence of a certain behavior or 012jectives. The instrument likewise provides a means of
recording the observation.
2.3 Document Analysis Form is a written form which serves as a guide to the researcher in his
analysis of printed materials. It also provides a means for recording finding of the review
process which can be summarized later. This type of instrument is primarily used in historical
and descriptive research specifically content analysis, case studies and ethnography.
2.4 A Questionnaire is a written instrument which contains a series of questions where

individuals respond. It is usually completed by one individual independently. It can be mailed
or personally administered and it is generally used to gather factual information.
TYPE OF SURVEY QUESTIONNAIRES TO BE USED
1. Dichotomous Response items offer the respondent two alternatives to choose from
(i.e Yes-No, True-False)
2. Multiple Choice
3. Checklist
4. Rating Scales. It is where the respondent evaluates a particular product, certain attitudes and other
characteristics. It is where he expresses his perceptions or how he views something.
Commonly Used Rating Scales
A. Numerical Rating Scale is where a respondent indicates his response in a scale of numbers ranging
from I to 7.
Ex. The teacher stimulates student's interests.
12 3 4 5 6 7
Not all very much
B. Graphic Rating Scale contains words than numbers.
Ex. The instructor maintains classroom discipline.

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Never Seldom Occasionally Frequently Always
C. Forced Choice Rating Scale presents a respondents with a series of choices and requires him to choose
one over the other.
Ex. Indicate the characteristics which best describe your teacher (choose only one)
Has sense of humor

Always comes late
Boring
Terror
5. The Ranking Item contains lists of items and the respondent is asked to choose which item is the most
important, second most important and so on.
6. Attitude Scales measures the attitude of respondents by asking a series of statements of preference.
Commonly Used Scales:
a) Semantic Differential
Developed by Osgood, Suci, and Tannenbaun- (cited in Best and Kahn, 1998) where the respondent
indicates an attitude •or opinion between 2 extreme choices.
Ex. Clean_____________________Dirty
b) Likert Scale is made up of a series of opinion statements about some issues.
Ex. I am given due recognition for my achievements.
Strongly agree Agree Undecided Disagree Strongly Disagree
Validation of the Instrument
In this section, suggestions, corrections and refinement of the draft may be explained thoroughly. The
different persons involved in the corrections and refinement of the research instrument may be mentioned.
After the refinement of the research instrument, testing the validity and reliability of the instrument may be
done.
For the validity, experts in line with the field of the study may be requested to go over the research
instrument.
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For reliability, the researcher may use any of the four methods. These are test-retest method, split-
half, parallel form, and internal consistency.
Data Gathering Procedure
This part clarifies the data gathering steps, procedures and time schedule. It explains for whom and
how permission to conduct study will be obtained, how it will be administered to and retrieved from the
respondents. How long it will take the respondents to answer each instrument and when the data gathering
will be done.
This part of the chapter on Research Methodology narrates how the researcher went about gathering
data. Questions to be answered are the following:
1. Who gathered the data?
2. From where are they gathered?
3. When were the data gathered?
4. How were {he data gathered?
5. Were there special teams involved?
6. Was the collection by mail or was it personally handled by the researcher?
7. What were the difficulties encountered, if any?
8. Was there a need for special ways of collecting the data?
9. How long did it take to gather the data?
10. What about the administration of the data-gathering instrument?
These questions are to be answered in this part of the report.
Statistical Treatment of Data
In this part, the questions of the study in Chapter I under the Statement of the Problems will be
answered using the statistical tools, which may be described, and the formula may be explained. Moreover,
the level of probability may be stated to determine the degree of significance of the findings. The data must
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be described how will it be analyzed and the rationale for the selection of the particular technique. It is crucial
that the variables are defined operationally in order to be ready to specify the statistical analysis.
Treatment of data includes the classifications made, the tallying, and the statistical computations
made. It is advisable that the researcher-writer look back at the formulated sub-problems or 012jectives
and/or hypotheses of the, research study, using these as guide to the presentation of treatment used.
Statistical formulas are presented in this part. However, if long processes are used, formulas or steps
undergone could be included in the appendix. In the presentation of formulas, it would be beneficial to the
reader if symbols are interpreted or explained.
LESSON 7: HOW TO WRITE CHAPTER IV
Presentation, Analysis and Interpretation of Data
Chapter IV is entitled Presentation, Analysis and Interpretation of Data. An introductory paragraph precedes
the discussion of this.
1. PRESENTATION is the process of organizing data into logical, sequential and meaningful categories and
classifications to make them amenable to study and interpretation.
Three modes of presentation
1. Textual- uses statements with numerals or numbers to describe data.

2. Tabular -use presentation through tables.
3. Graphical -clarifies further in a more vivid fashion certain facts, trends, relationships in cases where
tables cannot show various shades and meanings.
TABLES
The systematic arrangement of related data in which classes of numerical facts or data are given each
a row and their subclasses are given each a column in order to present the relationship of the sets or
numerical facts or data in a definite, compact and understandable form or forms.
Rules for Handling of Tables
1. Good tables are relatively simple, concentrating on a limited number of ideas.

2. Ifs table is large enough to occupy more than half-page, it should be placed on a page by itself,
carefully centered for a balanced effect. It is short, it may be placed on the page with textual
discussion that relates to it.
3. Text references should identify tables by number, rather than by such expressions as, "The table
above," or "the following table".
4. Tables should not exceed the page size of the manuscript.
5. The word Table is centered between the page margins and typed capitalizing the first letter of each
important word, followed by the table number in Arabic numerals. The caption is placed two spaces
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below the word table, and arranged in inverted pyramid form. No terminal punctuation is used. The
main title should be brief, clearly indicating the nature of the data presented.
6. Top of the table is placed two spaces below the last line of the title. Column headings, or box heads,
should be clearly labeled, describing the nature and units of measure of data listed.
7. If numbers are shortened by the omission of zeros, that fact should be mentioned in the subtitle (In
millions of dollars-in thousand of tens).
8. Numerical data are, usually arranged in descending order of magnitude or frequency; so that
comparisons by position can be noted readily.
9. Decimal points should always be aligned in the column.
10. When footnotes are needed to explain items, small Arabic letters or typewriter key symbols are used.
Table footnotes are placed just below the table, rather than at the bottom of the pages
FIGURES
The device that presents statistical data in graphic form, Figures should not be intended as substitutes
for textual description, but included to emphasize certain significant relationships.
Characteristics of Good Figures
1. The title should clearly describe the nature of data presented.

2. Figures should be simple enough and be understandable.
3. Numerical data upon which the figure is based should be presented in an accompanying table. if it is
not included in the figure itself
4. Data should be presented carefully and accurately.
5. Figures should be used sparingly.
6. Figures that occupy more than a half page should be placed on a separate page.
7. Figures should follow, never precede, the related textual discussions.
8. Figures are numbered with Arabic rather than Roman numerals.
9. Title of the figure is placed below the figure.
Four Acceptable and Frequently used title forms
1. Paragraph form
Figure l . Absences of students at Washington school during November, 2000.
2. Underhung Form
Figure l , Absences of students at Washington school during November, 2000
3. Block Form
Figure l . Absences of students at Washington school during November, 2000
4. Inverted pyramid form

Figure I
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Absences of students at Washington

School during November
2000
2. ANALYSIS is the process of breaking up the whole study into its constituent parts of categories according
to the specific questions under the statement o f the problem.
Classification of Data. Classification-is grouping data with similar characteristics.
Bases of classification are the following:
1. Qualitative kind
2. Quantitative
3. Geographical
4. Chronological
3. INTERPRETATION
It gives the result of the analysis, makes inferences pertinent to the research relations studied, and
draws conclusions about these relations. Interpretation of Data is to form inferences, interpretations,
conclusions and/or generalizations from the collected data. They are designed to represent characteristics of
groups and are to be applied to groups rather than to individual cases one at a time.
The key sentences of group-derived generalization
1. Generally, only the proportional predictions can be made.

2. The average can be made to represent the whole group.
3. Full-frequency distribution reveals characteristics of a group.
4. A group itself generates new qualities, characteristics, properties, or aspects not present in individual
cases.
5. A generalization can also be made about individual cases.
6. In certain cases, predictions on individual cases can be made.
Implications of Findings
1. The existence of the condition.

2. The probable cause of the condition.
3. The probable effect of the condition.
4. The measure to remedy the unsatisfactory conditions.
5. The entity or area involved or affected.
The organization of the presentation and interpretation of results varies according to the research method
used. The number of chapters on the presentation of findings or results could be one or more. In historical
research writing, the narrative is presented following a chronological series or topical chapters.
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In descriptive research, especially the survey type; the presentation of results follows a pattern. Results
are usually given captions. It would be a good idea to follow the hypotheses or objectives or sub-problems in
the-presentation of results. Findings could be presented in one chapter if there are only a few. If there is much
material to be presented, they could be written in several chapters. A one-chapter presentation could be
presented by giving the title of the chapter as "Presentation, Analysis, and Interpretations of Data". In the
same chapter, captions of what is going to be presented, deduced from the hypotheses, sub-problems of
objectives are formed. Under each of these captions, appropriate tables Of results are shown Customarily, a
table is introduced. This is followed by the table.
after the presentation o f the table, it is analyzed, and salient findings are mentioned and interpreted.
Analysis and Interpretation of Data
After the data have been gathered, counted, checked, and examined, the next step is to analyze and
determine what they indicate; the results of the findings must be interpreted. Analysis should bring out the
salient findings.
Interpreting the data is one of the most important steps in arriving at a final acceptable conclusion of
the problem which the researcher has undertaken. However, interpreting the information which has been
gathered is not an easy task and can hardly be accomplished by a novice. There are specific qualities that a
competent individual must possess to qualify him for the job of interpreting the data. It is certainly unwise to
make expenditures of major sums of money for gathering information from a variety of primary and secondary
sources and then have an unqualified person make inaccurate recommendations on the basis of the data.
Therefore, it is valuable to set up certain criteria as basis for the choice of the interpreter:
1. He should be skilled, competent, and well-versed in the field in which he is working.

2. He should be a patient individual who is not content with superficial research but who demands of
himself and his field a thorough analysis and investigation into all primary and secondary sources
available.
3. His viewpoint should not be narrow; he should be able to see the broad aspects of his findings.
4. He should have good organizational ability so that he can readily integrate the results of the qualitative
comments with the qualitative facts.
Only such a man qualify to interpret the data and make recommendations which may involve the expenditure
of hundreds of thousands of pesos for new projects like a new plant site, a new package for a product, the
opening of a new store, or the introduction of a new item in the market.
In the process of interpreting data, the researcher must continually strive to avoid:
1. Showing bias or prejudice.

2. Assuming that because some aspects of two or more situations are similar all aspects are.
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3. Arriving at conclusions on the basis of inadequate evidence.

4. Assuming that one situation is the case if the data prove that a second situation is not
5. Making recommendations on inadequate data.
6. Comparing information or facts which are not really comparable.
Scope of the Interpretation
It is important that the researcher decides how great an area his interpretation will encompass. Shall
he simply point out in very brief statements what the various percentages indicate? Or shall he go further and
discuss the implications which one may draw from his findings? It may be that the interpreter feels that his
task is not completed until he not only interprets the statistical data and discusses its implications, but also
offers his recommendations. There is even one additional step that he may wish to take, and that is to point
out in detail how his recommendations may best be carried through into actual practice.
It is important, therefore, that the report writer decides early in his work just exactly how far he
intends to go in his report; will it carry merely an analysis or will recommendations for future action be
included? And if recommendations are submitted, in what detail will they be offered? These are some of the
decision he must make in the writing of the report.
One may ask the question: How shall I interpret results? The answers to this question are the
following?
1. Use empirical observations to explain results.

2. Use review of related literature and studies to explain occurrences.
3. See similarities and dissimilarities of your findings with other researchers' findings in their researches.
Experimental research results are presented differently. For this type of research study, a series of
chapters could be presented. One chapter may deal on the equipment and materials used another on the
experimental design, another on the detailed procedure and the results. Explanations of materials and
equipment used are necessary because the research procedure is dependent upon these. Usually, emphasis is
given to the groups or materials, or products under study, the experimental and control groups. It follows that
in the presentation of the results, the two groups (experimental and control) are usually presented side by side
in tables to Vividly see existing differences, if any Like the descriptive research report, organization of results
may follow the hypotheses. Ordering results this way would show some order and facilitate ease in
understanding occurrences.
Findings are interpreted in the light of results found by other researchers. Also, empirical observations
may be used to explain occurrences. This part utilizes the readings the researchers have previously done.
Interpretations deduced from reviews of literature and research studies should be properly documented. This
is true in the three research methods requiring an explanation of occurrences.
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LESSON 8: HOW TO WRITE CHAPTER V
Summary, Conclusions, and Recommendations
Chapter V is entitled Summary, Conclusions, and Recommendations. An introductory paragraph

precedes the discussions of the chapter.
This is the last chapter of the research paper, and besides the summary of findings, conclusions and
recommendations, it also gives in summary form the statement of the general problem or purpose of the
study, the respondents, sampling design, period of study, method of research used and research instrument.
Therefore, this is the most important part of the research paper. It practically contains the whole research.
For readers who like to get a "quick look" of the research study, this chapter is often resorted to. The
reason is that, in a "nutshell," the summary of results, conclusions and recommendations is presented. This
part is easier to read and it saves on the busy reader's time. Only the salient points of the entire study are
provided in this Chapter. Each part of this chapter is described as follows.
The Summary of Findings
The summary starts with the purpose of the study. A statement or two spell out the objectives or
hypotheses. A short paragraph describes the procedure. This is followed by the findings. Presentation of the
findings usually follows the heading in the chapter on presentation of results, analysis and interpretation.
However, in the summary, a brief presentation of results is made and tables found in the previous chapter are
omitted. Emphasis is given on results that are "outstanding". No interpretation of occurrences is made. The
disadvantages of using only the summary in appraising the research study are the following:
1. Since it is brief, misinterpretation may arise.

2. The entire picture of the study is left to one's imagination.
3. One's .imagination may not be right.
4. The summary does not spell out the details.
5. Sometimes there arises a need for going back to other chapters.
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On the other hand, summaries are written for certain reasons, among which are the following: (1) for easy
leading, and (2) to save time.
The Summary of Findings is the condensed version or the abridged coverage of the main points
highlighted in the study. It tells the result of the data gathered after they have been tallied, computed,
compared, contrasted, interpreted and evaluated. It includes a brief statement of the problem, a description of
the main features of the method, a listing of the main results and the writer's conclusion based on the data
gathered. It includes the findings of the research which sum up interpretations of analyzed data presented to
answer each research question in the study.
The Summary of Findings is a technical report of the activities conducted and the results obtained in an
investigation. It 'includes a synopsis of the following:
1. The objective of the study.

2. The subjects who served as respondents to the study either as respondents Or as key resource
persons.
3. The sampling procedure conducted to determine the sample subjects.
4. The method of research employed in the study.
5. The research instrument used to gather data.
6. The statistics applied to treat the data obtained.
Remember when writing a summary: Use verbs in the past tense.
Guidelines in writing the summary of findings
1. There should be a brief statement about the main purpose of the study, the population
correspondents. and the period of the study, method of research used, the research instrument, and
the sampling design. There should be no explanations made.
2. The findings may be lumped up together but clarify demands that specific question under the
statement of the problem must be written first to followed by the findings that would answer it.
3. The findings should be textual generalizations: that is. a summary of the important data consisting of
text and numbers or statistical measures woven into a meaningful statement.mo deduction nor
inference nor interpretation should be made otherwise it will only be duplicated in the conclusion.
4. Only the important findings, the highlights of the data, should be included in the summary, especially
those upon which the conclusions should be based.
5. Findings are not explained nor elaborated upon anymore.' They should be stated as concisely as
possible.
6. No new data should be introduced in the summary of findings.
Conclusions
Conclusions are 'general statements, inferences and abstractions based on the findings, s and they
should answer the specific questions raised at the beginning of the investigation. They should be logical and
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valid outcomes of the study, 'and they should be stated concisely and clearly and limited only to the subject of
the study.
Conclusions are derived from the finding of the study. It considers the limitations of the applicability of
research findings. These are general statements that could be explained by the data gathered.
Steps in Making Conclusion
1. Analyze the implications or the suggested meanings of the data presented.

2. Refer back co the rationale of the study as discussed in the introductory part of the thesis, the specific
objectives, and the hypothesis.
3. Make a generalized judgment out of the implications or suggested meanings in the light of the specific
objectives/problems of the study.
Remember when writing a conclusion: The sentences are constructed in the present tense.
Guidelines in Writing Conclusion
1. They should not contain any numeral because numerals generally limit the forceful effects or impact
and scope of a generalization. No conclusions should be made that are not based upon the findings.
2. Conclusions should appropriately answer the given under the statement of the problem. The study
becomes almost meaningless if the questions raised are not properly answered by the conclusions.
3. Conclusions should point out what were factually learned from the inquiry. However. no conclusions
should be drawn from the implied or indirect effects of the findings.
4. Conclusions should be formatted concisely. that is, brief and sh01t, yet they convey all necessary
information resulting from the study as required by the specific questions.
5. They should be worded as if they are 100% true and correct. They should not give any hint that the
researcher has some doubts about their validity and reliability. The use of qualifiers such as probably,
perhaps, may be, and the like should be avoided as much as possible.
6. Conclusions should refer only to the population, area or subject of the study.
7. Conclusions should not be repetitions of any statements anywhere in the thesis. They may be
recapitulations if necessary but they should be worded differently and they should convey the same
information as the statements recapitulated.
Factors that a researcher should guard against
1. Bias
2. Incorrect generalization
3. Incorrect deduction
4. Incorrect comparison
5. Abuse correlation data
6. Limited information furnished by any one ratio
7. Misleading impression concerning magnitude of basic variable
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Good concluding statements do not repeat the data on which the same statements are based. General
statements derived from findings could be grouped under some appropriate headings. Conclusions consider
the limitations of the applicability of research findings.
The following are pointers for appraising the validity of a conclusion:
1. The conclusion should be in agreement with the facts. Only facts revealed in the study should be
mentioned. This could be done by looking back into the data and the findings previously mentioned.
Conclusions based on empirical observation alone are faulty. The investigator should also assess
conclusions with common sense.
2. The conclusions should support findings. Investigators should look back to established principles, facts,
and theories. If and when a conclusion made disagrees with an established principle, there is no need
'for a more thorough investigation of data. A generalization could either be -true or false, and
confirmation of the stand should be made. A conflicting conclusion shows drawbacks in an
investigation. It could be that the study is not complete, that the means of gathering data are
inadequate, respondent samples are not enough, or there are some flaws in statistical analysis.
3. The conclusion should be stated in simple terms. Clarity of expression facilitates understanding of what
the writer wants to convey. Terminologies should be within the level understanding of the readers. It
should summarize the findings in a direct manner.
4. Conclusions should be directing, that is. the generalization made could be a basis for further study.
These statements should be substantial. Generalizations should also be leading. They serve also as
basis for other recommendations.
5. Conclusions should avoid preconceived ideas and prejudices. Only facts with . actual basis (deduced
from data) should be used. Prejudice should not be allowed to enter in the formulation of general
statements.
Recommendations
Recommendations should be derived from findings and conclusions. This part envisions how results
could be used for the - betterment of situations and life. People, agencies or institutions who may use the
results and how they could use the same are mentioned.
Important Pointers in Making Recommendations
1. Applications or recommendations made should directly be from data gathered and from findings.
Otherwise, these should be labeled accordingly.
2. The use of non-technical language is suggested. There will be more users of suggested applications if
these are written in layman's language.
of Business and
Technology
3. Suggest a few feasible recommendations, rather than many which could hardly be attained.
4. Extension studies springing out of the research study could be enumerated for future investigations.
These topics will help other researchers.
5. Recommendations are meant to improve a particular field of study, a situation or life in general.
Recommendations are based on the conclusions. They should be action-oriented, feasible, practical and
attainable; hence, they should help solve problems discovered in the study. However, no recommendations
should be given for any problem that was not discovered. nor discussed in the study.
Recommendations are suggestions or proposals regarding courses of action to be undertaken by the

concerned end-users of the thesis. These are based on the implications and conclusions deduced from the
study. These are given to remedy deficiencies or fill up gaps' indicated in the implications and conclusions.
Remember in writing recommendations : For strong recommendations, sentences with verbs in the
active imperative mood is preferred.
Guidelines in Writing the Recommendation
1. Recommendation should aim to solve or help solve problems discovered in the investigation.
2. No recommendations should be made for a problem, or anything for that matter, that has not been
discovered or discussed in the study.
3. There may also be recommendations for the continuance of a good practice or system, or even
recommendation for its improvement.
4. Recommendations should aim for the ideal but they must be feasible, practical and attainable. It is
useless to recommend the impossible:
5. Recommendation should be .logical and valid.
6. Recommendations should be addressed to -the persons, entities, agencies, or officers who or which are
in a position to implement them.
7. There should be a recommendation for further research on the same topic in other places to verify,
amplify, or negate the findings of the study.
The implications of the study may be the culmination of a research study. The implications or
recommendations present the functional uses of a piece of work. Devoid of implications, the results are
meaningless.
REFERENCE MATERIALS
The third main part of the research report or thesis consists of the references which include the
following:
Bibliography or List of References
Selected materials relevant to and used in the study are to be included in this part. These could be
books, monographs, pamphlets, master's theses, doctoral dissertations, articles, written speeches, and other
research studies reported in journals or elsewhere. A consistent style adopted by the university should be
of Business and
Technology
used. The Polytechnic University of the Philippines, adopts the American Psychological Association (APA)
format, The APA format is discussed in this chapter. The student writing his thesis should use the manual
recommended by the school or the university. The following are general pointers in writing a bibliography:
1. The bibliography should be arranged in a definite order, either alphabetically or chronologically, by

surnames of authors.
2. This list of references should be typed single-spaced with double-spaced between entries.
3. The bibliography' or list of references should follow immediately the last chapter.
4. Page numbering should be continuous.
5. If there is a long list of bibliography materials, group materials by topic, with the alphabetical ordering
preserved under each of the headings or topics.
6. It is desirable that the sources of materials included in the footnotes be included in the bibliography.
7. Unpublished theses have also a place in the list of references.
8. References should be presented consecutively
Sample Bibliography
BIBLIOGRAPHY
Books
Andres, T. Q. D. (2001). Production management the Philippines setting . Manila: Rex Book Store.
Bersonni, R. O. (1996). Self- Assessment -The head of department in schools . New York: Harder and Row.
The American Psychology Association (APA) Format
1. General Guidelines
2. Reference Criterion Style
3. Reference List Style
GENERAL GUIDELINES IN THESIS WRITING USING THE AMERICAN

PSYCHOLOGICALASSOCIATION (APA) FORMAT
of Business and
Technology
This style provides a standard system for giving credit to others for their contribution to their work. It
is what we call a "parenthetical" documentation style, meaning the citations to original sources appear in the
text. This allows the reader to see immediately where the information comes from, and it saves the trouble of
having to make footnotes and endnotes.
A) TYPEFACE
Use the serif typeface, e.g. Al 2-point Times New Roman and 12-point Courier. Serif "tails" at the top and
bott01n of the letters help readers to follow a line of text.
B) SPACING
Double-space all text throughout the manuscript, including the title page and reference page. The
exceptions are wider spaces between text and headings and single-spacing within the reference list items and
long quotations.
C) INDENTATION
Use the tab key to indent the first lines of paragraphs and all links of block quotes five to seven spaces or
1/2 inch.
D) ABBREVIATIONS
Acronyms and abbreviations must be spelled out completely on initial appearance in text. Can be used only
if abbreviation is conventional, is apt to be familiar, will 'save considerable space, and will prevent
cumbersome repetition. Avoid beginning a sentence with an acronym or an abbreviation.
E) CAPITALIZATION
Capitalize all words of four letters or more in titles of books and articles in text. Do not capitalize names of
laws, theories and hypotheses except for proper nouns.
F) HYPHENATION
For compound words not in the dictionary, use hyphen for clarity 'rather than omit them. Hyphenate
compound adjectives that precede the noun they modify (e.g. role-playing technique, two-way analysis.
middle-class families). Do not hyphenate' a compound adjective if its meaning is established or it cannot be
misread (e.g. grade point average, sex role difference).
G) NUMBERS
Use figures for numbers 10 and above (e.g. 12 of the subjects); for numbers above and below 10 grouped
comparison) (e.g. 2 of 1 5 responses); for numbers representing time. dates and age (e.g. 3 years ago, 2
hours); for numbers denoting a specific place ili 'a series, book or table (e.g. Table 4, Group 4).
of Business and
Technology
Use words for numbers below 10 that do not represent precise measurements (nine items, six pages); for
numbers beginning a sentence, title or heading (e.g. Forty-eight percent responded, ten problems were
answered).
H) QUOTATIONS
Incorporate quotations of less than 40 words in the text with double quotation marks. Place quotation of
40 or more words in a double-spaced block, indented five 'spaces from left margin. Do not use quotation
marks with a blocked quotation.
If quoting more than one paragraph, indent the first line of each paragraph five additional spaces from the left
margin.
A page number always immediately follows a quotation, even when author and date precede it.
1. PARENTHETICAL CITATION
The APA style calls for three kinds of information to be included in the in-text citation. These are author's
last name, the date of publication and the page number. The last one, page number, appears only in a citation
to a direct quotation.
Where to place in-text citations in relation to the text
1. Idea-focused. Place the author(s) and date(s) in parentheses at a common appropriate place in or at
the end of the sentence.
Example:
Researchers have pointed out the lack of trained staff is a common barrier in providing adequate research
education (Fisher, 1999).
2. Researcher-focused. Place only the date in the parenthesis.
Example:
Fisher (1999) recommended that research education be required for college graduate in California.
3. Chronology-focused. Integrate both the author and the date into the sentence.
Example:
In 2001, Weist proposed using the Accounting Teaching and Learning Scheme to. analyze and develop
accounting mental skill programs for college students.
Content of Citations
of Business and
Technology
The term author(s) may include editor(s) that appear in the reference list entry in place of authors.
Also, use an. ampersand (&) before the final name in multiple-author citations inside parentheses and use
"and" outside.
THE APA REFERENCE CITATION STYLE
General format for reference citation:
(Author's surname, Year of publication)
Example: (Baysa, 2006)
Reference citation for quoted text:
(Author's surname, Year of publication, Page number of source text)
Example: (Baysa, 2006, p.8)

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St.

Nicolas College BS IN BUSINESS ADMINISTRATION

Lesson 1: Marketing Research Introduction

THE NATURE OF MARKETING RESEARCH

1. Programmatic research is executed to develop marketing alternatives through market

Methods of Conducting Marketing Research

THE PROBLEM: MARKETERS NEED INFORMATION

WHO DOES MARKETING RESEARCH?

Syndicated Market Research Firm

Custom Market Research Firm

Specialty Market Research Firm

The Online Market Research Firm

THE USES FOR MARKETING RESEARCH

THE MARKETING RESEARCH PROCESS

Identification and defining the problem

Statement of research objectives

Planning the research design or designing the research study

Planning the sample

a) Who is to be sampled as a rightly representative lot?

Data Processing and Analysis

MARKETING RESEARCH ETHICS

MARKETING RESEARCH IN ACTUAL PRACTICE

Market Research Example:

How Coca-Cola Lost Millions with This Mistake

Ultimately, New Coke was withdrawn from the market.

What went wrong with Coke's market research?

Two things stand out.

So what ‘s the lesson?

Problem Identification Research

Problem- Solving Research

1. The bookstore inside your university/colleges (school)

1. ___________ is a significant part of such, a marketing intelligence system.

II. TRUE OR FALSE

1. 5 Problem – solving research

LESSON 2. The Research Question

After reading this chapter the students should be able to:

 Identify the key steps in formulating the problem;

THE PROBLEM FORMULATION

A good problem formulation is:

1. Interesting keeps the researcher involved in it throughout the research process

The Six Key Steps in Formulating Marketing Problem/s are:

1. Meet with client

a. to develop rapport and open communication lines, and

2. Clarify the Problem/Opportunity

3. State the Manager's Decision Problem

4. Select Research Problem/s

a. find out sales levels required to breakeven

5.Selecting Possible Research Problems

6.Prepare and Submit a Research Request Agreement

THE MARKETING RESEARCH PROPOSAL

Addressing the Research Problem

Timetable and Reporting

MARKETING RESEARCH IN ACTUAL PRACTICE

SURF SUPER-CONCENTRATE FACES A SUPER WASHOUT IN JAPAN

Management Decision Problem:

Management Decision Problem:

II. TRUE OR FALSE

1. An appropriate way of defining the market research problem is to make a narrow

_ 3. __refers to specification of how data are to be collected.