Marketing Research Process:

Step 1: Problem Definition

Take into account:
● The purpose of the study.
● The relevant background information (information needed) and how it will
be used in decision-making.

Involves discussions with the decision makers, interviews with industry experts,
analysis of secondary data and some qualitative research (e.g. focused groups).
-> The research can be designed and conducted properly.

Step 2: Development of an Approach to the Problem

Including formulating an objective or theoretical framework, analytical models,
research questions and hypotheses and identifying the information needed.

-> is guided by discussions with management and industry experts, analysis of

secondary data, qualitative research and pragmatic considerations.

Step 3: Research Design Formulation

● Is a framework or blueprint for conducting the marketing research project.
● Details the procedures necessary for obtaining the required information
● Is to design a study that will test the hypotheses of interest, determine
possible answers to the research questions and provide the information
needed to design appropriate scales to measure them.
● The issue of how the data should be obtained from the respondents (e.g.
conducting a survey or an experiment) must be addressed.
● Design a questionnaire and a sampling plan to select respondents for the
study:
1. Definition of the information needed
2. Secondary data analysis
3. Qualitative research
4. Methods of collecting quantitative data (survey, observation and
experimentation)
5. Measurement and scaling procedures
6. Questionnaire design
7. Sample process and sample size
8. Plan of data analysis.

Step 4: Fieldwork or Data Collection

Involving a field force or staff that operates either in the field, as in the case of:
● personal interviewing ( in-home, mall intercept, computer-assisted personal
interviewing)
 ● from an office by phone (telephone, computer-assisted telephone interviewing
or mobile)
● through the mail (traditional mail and mail panel surveys with pre-recruited
households)
● electronically (via email or the Internet)
Proper selection, training, supervision and evaluation of the field force -> help
minimize data-collection errors.

Step 5: Data Preparation and Analysis

● Including the editing, coding, transcription and verification of data.
● Each questionnaire or observation form is inspected or edited if necessary.
● The number or letter codes are assigned to represent each question in the
questionnaire.
● The data are analyzed to derive information related to the components of the
marketing research problem and provide input into the management decision
problem.

Step 6: Report Preparation and Presentation

The entire project should be:
● documented in a written report that addresses the specific research questions
identified.
● describes the approach, the research design, data collection, and data
analysis procedures adopted and presents the results and the major findings.
The findings should be:
● presented in an understandable format so that management can readily use
them in the decision-making process.
● an oral presentation should be made to management using tables, figures and
graphs to enhance clarity and impact.
The Internet is also being used to disseminate marketing research results and
reports, which can be posted on the Web and made available to managers on a
worldwide basis.

=> It should be noted that these steps are interdependent and iterative (phụ thuộc
lẫn nhau và lặp lại). Thus, at each step, the researcher should not only look back
at the previous steps but also look ahead to the following steps.
Secondary Data and Primary Data:
❖ Always start with secondary data
Secondary Research Primary Research

Definition Also known as desk research, Refers to information that is

is a method that involves the use collected by the researcher
of information previously specially for the project at hand.
collected for another research
purpose.

Sources Internal sources exist within the Tools to collect:

organization ● Interviews
● reports, previous research ● Surveys
findings or old documents ● Observations
that may still be used to ● Focus groups
understand a particular ● Smart devices
phenomenon.
External sources lie outside the
organization
● public libraries,
government departments,
council offices, and
various organizations, as
well as in newspaper or
journal articles.

Benefits Save time, money and effort ->
Data from reputable sources,
further adds to the researchers’
credibility in identifying a
trustworthy source of
information.
While it can take time and
resources to collect good, rigorous
primary data. The data belongs to
the researcher or his/her
organisation.
Research Design:
1. exploratory -> descriptive -> causal
2. descriptive -> exploratory -> skip causal
3. causal -> descriptive to refine the findings
Exploratory Descriptive Research Causal Research
Research (Experimental Research)

is used to explore is employed to describe the examines cause-and-effect

situations, especially market or respondents’ relationships.
when the researcher characteristics
is in unfamiliar
territory.

exploratory design is surveys are useful to A design experiment is the

useful in gaining measure the descriptive best way of understanding
background numbers relating to how one variable may
information and respondents’ age groups, influence another variable.
deciding about future income levels, expenditure
research approaches. patterns and even attitudes.

● an experiment is
conducted in a
natural setting - a
field experiment.
● researchers’ office or
university classroom
- lab experiment.

Qualitative Data vs Quantitative Data:

Qualitative Data Quantitative Data

a descriptive judgment using concept a measurable quantity, that is numbers

words instead of numbers. are used.

● to provide insights and ● to test specific hypotheses and

understanding examine relationships
● Information needed is defined ● The information needed is clearly
only loosely defined
● The research process is flexible ● The research process is formal
and unstructured and structured

● Gender ● Number of social media followers

● Country name ● Time taken to serve a customer
● Animal species ● Attitude towards a brand (1-5
● Emotional state, feelings scale)
● Opinions ● Amount of coffee sold on the first
day of an event
Focus Group:
● is a small-group discussion guided by a trained facilitator.
● is used to learn about:
○ participants’ opinions on a designed topic
○ to guide future action
-> Snowballing of ideas
-> Lots of information collected in a relatively short time
● Responses in a focus group are typically spoken, open-ended, relatively
broad and qualitative.
○ have more depth, nuance and variety
○ nonverbal communication and group interactions
○ get closer to what people are thinking and feeling
Step to conduct focus group:
1. Specify the objective of the focus group
2. Define the focus group participant
3. Screening questions
4. Recruit a moderator with 3 characteristics:
● The main difference is the group has a specific, focused discussion
topic.
● The group has a trained leader or facilitator.
● The group’s composition and group discussion are carefully planned
to create a nonthreatening environment in which people are free to talk
openly. Members are actively encouraged to express their opinions.
5. Suggest incentives (voucher, coupon,...)

Observational of Physical Evidence:

● is used to refer to several different types of techniques in which (human)
behaviour is systematically observed and recorded.
● is to describe a variable or set of variables.
-> to obtain a snapshot of specific characteristics of an individual, group
or setting.
● Areas of observation method application:
○ Customer shopping & usage habits
○ Evaluation of Service Performance (in the service sector)
○ Mystery shopping in Retailing
Examples:
● Content analysis of ads, newspapers, images, etc.
● Observing physical evidence can provide key insights, artifacts such as food
cans in garbage bins and counting of physical inventories are key methods
that can be used.

Sampling Method:
● Defining the population and sampling units
 ● Identifying the sampling frame - a list of elements from which a sample may
be drawn; a list of units (persons, households, businesses, etc.) in the survey
population
● Estimating the sample frame
● Determining the sampling methodology
● Choosing a sampling technique
Probability:
simple random sampling, systematic sampling - has rules to pick; stratified -
homogeneous, meaningful
- Simple Random: every element has an equal chance of being selected in
the sample.
- Systematic: random starting point, then every n-th element -> order of
elements becomes important.
- Stratified:
- Elements are divided into meaningful groups (e.g. year of study) -
should be homogeneous.
- Random sampling within strata, all included.
- Over-represent some elements -> disproportional sampling
- Cluster:
- Elements are divided into heterogeneous groups (e.g. suburbs,
states, tute classes)
- are selected at random to be included, not all clusters are included.

Non-probability:
convenience, snowball (initial group of respondents is selected, who then recruit
more respondents) - introduce bias (all similar people)
- Convenience Sampling: choosing sample elements that are available/easily
accessed at the time (e.g. intercepts, students in my class)
- Judgemental Sampling: population elements are selected based on the
judgment of the researcher
- Quota Sampling: set limits (quotas) for each subgroup of people
 - Snowball Sampling: an initial group of respondents is selected, who then
recruit more respondents -> introduces bias

EXAMPLE:
RS: association between smoking and gender
H0: no association
H1: Association
p > 0.05
-> reject H1, accept H0
-> There is no association between smoking and gender.

p < 0.05
-> reject H0, accept H0
-> There is an association between smoking and gender.

Sample Size:
● Larger sample = more accuracy
-> closer to census
● Factors to consider:
○ Level of heterogeneity (differences) in the population
○ Acceptable range of error
○ Confidence level
● Samples of 150 or more are generally sufficient
Sampling Error:
● Random sampling error: difference between sample and population due to
chance
● Systematic sampling errors: due to the researcher/researcher design
○ Sampling frame error
○ Sample/population definition
○ Self selection
Measures and Designing The Questionnaire:
Scaling:

Comparative Scale Noncomparative Scale

Direct comparison of an object with An object is scaled independently of

others others in the set

● Interpreted in relative term ● Interpreted independently

● Characteristic: Ordinal ● Characteristic: Interval/ ratio

Nominal Scale:
Numbers/alphabets/symbols serve only as labels for identifying and
classifying the objects: -> phân loại đối tượng
● No quantitative meaning
● Used for categorical data
● Characteristic: Description
-> What is your gender? (Male/Female)
-> What is your hair colour? (1-Brown; 2-Black; 3-Blonde; 4-Gray; 5-Other)

Ordinal Scale:
Numbers indicate the extent to which an object has more or fewer attributes
than others: -> định danh các giá trị được sắp xếp theo thứ bậc
● The order matters
● The magnitude differences do not matter
● Characteristic: Description & Order
-> ex: indicate the customers’ first, second, third and fourth choices of the hotels
-> Academic performance:
1. Weak, poor
2. Average
3. Fair
4. Excellent

Interval Scale:
Numbers indicate the extent to which an object has more or fewer attributes &
the distance between each number: có hai cực ở hai đầu dãy số thể hiện hai trạng
thái đối nghịch nhau -> cho biết được khoảng cách giữa các thứ bậc
● Order is known
● The differences can be compared
● “0” does not signify the absence of the attribute
● Characteristic: Description, Order & Distance
-> Measure attitudes, opinions, evaluations, beliefs, impressions, perceptions,
feelings, and intentions on a continuum.
-> takes the form of a series of continuous and regular digits 1-5, 1-7 or 1-10.
-> 1: completely disagree; 2: disagree; 3: normal; 4: agree; 5: Totally agree
-> 0 degrees Celsius does not mean the absence of heat

Ratio Scale:
Numbers indicate the extent to which an object has more or fewer attributes &
the distance between each number & absolute zero point: dùng cho đặc tính số
lượng - có đầy đủ đặc tính của thang đo khoảng cách -> cho phép lấy tỉ lệ so sánh
giữa hai giá trị của biến số.
● Order and difference are known
● “0” does signify the absence of the attribute
● Characteristic: Descriptive, Distance, Order & Origin
-> Number of children:_____
-> My monthly salary is:_____

Questionnaire Design Process:

Step 1: Decide the information required (FOCUS)
A survey is only available if it asks the right questions and in the right way (What
are the things you need to know? -> Make it simple and stay in the central part of the
research).
● Relevance: every question relates to the research problem and research
questions
● Accuracy: if the information obtained is reliable and valid

Step 2: Define the respondents (TARGET)

● Draw up a sampling frame: a list of elements from which a sample may be
drawn (e.g. customer database, student list, etc.).
 ● Consider factors such as the age, education, etc. of the target respondents.
● Make sure that the respondent group will give reliable data to your research.
Step 3: Choose the types of reaching target respondents
● Post? Email? Internet survey?
● How can they be reached in the most efficient way?
● How to make it easier for them?
● Can always give two alternatives
Step 4: Decide on question content (LESS IS MORE)
No question should be included unless the data is necessary to the research
Step 5: Develop the question wording
● Make the wording clear, simple and logical
● Remember the open questions, since they:
○ bring new findings and viewpoints
○ show the respondents’ own thoughts and ideas
○ allow reinforcement of respondents’ viewpoints
Step 6: Put questions into a meaningful order and format
1. Opening questions are CRITICAL
● Are the first exposure to the interview
● Provide the engagement of the respondent
● Must be easy to answer
2. Question flow:
● 1 question must SMOOTHLY lead to the next
● Group the questions that are related to the same subject
3. Questions variety
● Respondents become bored quickly when asked similar questions too
many times
● An open-ended question here and there may help
● Pictures can help vary the pace and increase interest
4. Appearance of the questionnaire
● Have a significant impact
● Confusing layouts make it difficult for understanding and less attractive
Step 7: Check the length of the questionnaire (LESS IS MORE)
Avoid unnecessary questions and make its as short as possible
Step 8: Pretest the questionnaire (DRAFT)
● Test the questionnaire with a pilot group of respondents
● Select the pilot group wisely and as broader as possible
Step 9: Develop the final survey form (FINALIZE)
Fine-tune and develop the final questionnaire

-> A well-designed questionnaire is essential to a successful survey:

● helps achieve the research objectives
● provides complete and accurate information
 ● is easy for both interviewers and respondents

EXAMPLE CASE:
1. Unilever is interested in utilizing secondary data before it starts
collecting primary data for a research study on Sydney-based
consumers. What possible sources of reliable information could the
company look at?
Internal sources:
● reports, previous research findings or old documents which may still be used
to understand a particular phenomenon.
External sources:
● public libraries, government departments, council offices, and various
organizations, as well as in newspaper or journal articles.

2. Suppose Unilever is looking into launching a new type of business in

Sydney - ice cream cafes. However, it wants to do research and explore
if this idea is at all feasible. What type of research design would you
recommend and why?
-> Exploratory research because it is used to explore situations when the
researcher is in unfamiliar territory. When Unilever wants to explore a whole new
type of business - ice cream cafes, it needs to know the background information and
decide about future research approaches for better strategies to attract and find the
most efficient ways to launch the business. Moreover, the descriptive research is
also useful in measuring the descriptive numbers relating to respondents’
demographic, income levels, expenditure patterns and even attitude towards the
business. This research design would help Unilever to describe the correct market or
respondent’s characteristics.

3. If Unilever is planning to conduct a survey with residents of Parramatta,

what kind of a sampling methodology would you recommend?
Probability or Non-Probability? Which particular technique would you
choose within this methodology? Why?
-> The use of probability sampling, specifically simple random sampling, is
recommended for this survey to ensure fair representation and improve the
generalizability of findings. This type of sampling ensures that every resident in the
Parramatta population has an equal chance of being selected for the survey, which
helps to ensure that the findings can be generalized to the larger population. Use
simple random sampling because the technique is simple and eliminates bias,
making it a suitable choice for this situation. In addition, the survey will more than
likely represent the diverse perspectives and characteristics of the residents of
Parramatta.

4. How would you describe the demographic profile of the respondents of

the Unilever survey (in the case study)?
-> The respondent profile consists of male (48.6%) and females (51.4%) who
purchase Unilever ice cream. Out of 529 respondents, 55.4% were under the age of
50 and 44.6% were over the age of 50. Most respondents do shop at the leading
supermarkets’ Coles and Woolworths, which totalled 67.3%. The remaining
respondents buy their ice cream from their local grocer. Weekly income between
$600-$999 and $1000-$1499 was pretty close to each other and also had the
highest numbers at a total of 40.4%. 15.3% of Respondents are between $299-$999
per week. 37.2% of respondents had a bachelor’s degree and 13.85 had a diploma.

This respondent profile includes people of all ages and it is not specifically targeted
at teenagers. By including all ages you include family members who do the grocery
shopping 99% of the time and therefore you have more accurate responses and the
answers are raw.

5. Explain what kind of information the one-sample output in the Unilever

case study provides to a marketing manager?
-> Overall, the one-sample output from the Unilever case study can provide useful
quantitative information to a marketing manager conducting the study, allowing them
to gain insights, draw conclusions, and potentially guide decision-making processes
relevant to Parramatta or the specific context of the case.