Steps Involved in Marketing Research Process

Step 1: Problem identification Mainly,

Qualitative
Research
Step 2: Research objective

Step 3: Research method Today’s discussion

Step 4: Data collection

Step 5: Data analysis

Mainly,
Quantitative Step 6: Report writing/Managerial implications
Research
Step 2: Research Objective (WHAT) (Recall … J )

Research Hypothesis
statement/questions Modeling

Development
Testing
Mathematical Graphical
-Qualitative research
-Quantitative Research
-Need literature/argument
-Report H1
STEP 3: RESEARCH METHOD (HOW)
 Research method: Conceptualization

Research method: Plan/framework for carrying out the

study/research.

• A good research method will ensure that the marketing research

project is conducted effectively and efficiently.
 Components of a Research Method

3.1. Nature of study/research design: Exploratory; and Conclusive

(descriptive, causal).

3.2. Measurement and scaling procedures

3.3. Data collection instrument

3.4. Sample size and sampling

Classification of Nature of study

Research Nature

Exploratory Conclusive
Research Design Research Design

Descriptive Causal
Research Research
 Exploratory & Conclusive Research Differences

Exploratory (Qualitative) Conclusive (Quantitative)

Objective: To discovery of insights and To test specific hypotheses and
understanding. examine relationships.

Characteristics Research process is unstructured. Research process is structured. Sample

Sample size is small and non- size is large and representative. Data
representative. Data analysis is analysis is quantitative.
qualitative.

Techniques FGI, In-depth interview, Lit review Survey, Experiment

Data Analysis Nonsatistical Statistical

Findings Tentative Conclusive.

/Results:
Generally followed by further Findings used as inputs into decision
Outcome: quantitative research. making.
A Comparison of exploratory, descriptive and causal studies

Exploratory Descriptive Causal

Objective: Describe market Determine cause
Discovery of ideas
characteristics or and effect
and insights
functions relationships

To describe the
Example: A review of Impacts of
characteristics of
literature to advertisement on
relevant groups, such
identify factors sales
as consumer
influencing
segments.
purchase
behaviour.

Surveys
FGD Experiments
Observation
Methods: Expert surveys
Pilot surveys
Secondary data
Secondary data
Marketing examples of exploratory, descriptive, and causal
studies
Exploratory Descriptive
Ambiguous problems. Aware of problems
“Our sales are declining “What kinds of people are
...why.” buying our products? Who
buys our competitors’
“Our customers are products?”
leaving…why.”
H1: “Price, and Quality are
related to sales”
We use the following
words for descriptive:
Related, Associated,
Linked.
Causal
Clearly defined problems
“Will buyers purchase more of
our product with
a change of our website?”
H1: “Would changes in price
and quality lead to change in
sales?”
We use the following
words for causality:
Impact, Influence, Lead
to.
 What could be the nature of your MR project?

• Only exploratory?

• Only Conclusive? – Problem Solving

• Exploratory-cum-conclusive? – Problem identification cum solving

• Exploratory-cum-conclusive-cum-exploratory?

• Conclusive-cum-exploratory?

Look at the Steps I & II of your MR Project to decide the

nature of your MR Project.
Problem Identification and Research Objective Steps : The case
of Chumbak
SYMPTOM
Qualitative research:
Decline in Sales. Literature review, FGI, In-
Describe
depth interview the
MANAGEMENT DECISION PROBLEM (MDP) NATURE of
How to revive Sales through Store loyalty?
this project
Qualitative research:
Literature review, FGI, In-
MARKETING RESEARCH PROBLEM (MRP) depth interview
Examine the current impacts of factors that
influence Store loyalty of Chumbak.
Research Objective
H1: Quality, Availability of products, Product
range, and Customer service positively impact
Store loyalty of Chumbak.
H2: Price of products negatively impact Store
loyalty of Chumbak.

Subsequently the project tested these

hypotheses with quantitative research
 Research Method Components: The case of Chumbak

Nature of study Scale Data collection Sampling

• Exploratory All factors measured Questionnaire as • Simple Random
In-depth interviews using rating based (1- data collection sampling method
Literature reviews 5) Likert scale instrument • 30 responses per
FGI variable
• Conclusive • Survey targeted at
Survey Questionnaire Indian travelers
Experiment above the age of 18
 CP

Refer article “Factors affecting Indian shopper’s attitude and

purchase intention: An empirical check”.

Question: What is the nature of this MR project?

Option 1: Only Conclusive
Option 2: Exploratory cum Conclusive
Option 3: Only Exploratory

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