MARKET

RESEARCH
PREPARED BY: MARIA LOURDEZ D. LAMANILAO, MBA, LPT

SOURCES:

H A G U E , P. ( 2 0 2 1 ) . M A R K E T R E S E A R C H I N P R A C T I C E : A N I N T R O D U C T I O N TO GAINING MARKETING INSIGHT (4TH EDITION).

KOGAN PAGE LTD.

KOLB, B. (2018). MARKETING RESEARCH. SAGE PUBLICATIONS, INC.

 THE BASICS OF MARKET RESEARCH
What Is Market Research?
• “Market research is the systematic collection, analysis and interpretation of information relevant
to marketing decisions (Hague, 2021, p. 16).”
• “Marketing research is the function that links the consumer, customer, and public to the
marketer through information—information used to identify and define opportunities and
problems; generate, refine, and evaluate actions; monitor performance; and improve
understanding of it as a process.” (American Marketing Association, 2017)

• Market Research is a subset of Marketing Research. It is amore defined concept as the research is focused on
a specific market, place or location. An example would be a shampoo company would like to know if a
certain bottle design for their product would be favorable for its customers.

• Marketing Research connects an organization to its market via collecting information. It is collected to
monitor the marketing performance. An example would be the same shampoo company wanting to
conduct a research to measure the effectiveness of their last ad campaign.

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New Roles for Market Research

1820s
Simple street surveys
1900s
Start of a fledgling market
research industry (by
observation, audit;
emergence of
firms such as vehicle for information more powerful; Use of
Nielsen and modeling such as factor
Attwood in the US and the and cluster analysis for
GB) 1970s and 1980s segmentation, conjoint
1950s and Development of surveys to analysis for pricing
track customer satisfaction decisions, data fusion to fill
1960s in gaps of missing data,
Recent years and
Use of sample surveys with geomapping to find the
questionnaires; market Computing power
collecting becoming cheaper and best locations for retailing
research interview main
or distribution

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Use of Market Research in

Business Models and
Frameworks
Market research is a vital component in
many marketing paradigms: 1. Igor
Ansoff’s products’ and markets’ matrix (Ansoff
Matrix)

2. Theodore
Levitt’s life cycle
3. Four Ps
(pillars of
marketing)
 Note: Images were sourced from the
book by Hague (2021), p. 7. Please see
References section.

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Uses of Market Research

 Note: Images were sourced from the book by Hague (2021), pp. 9-10. Please see References section.

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Consumer and Business-to-

Business Market Research
CONSUMER MARKET RESEARCH research programs (for example by organizationssuch as Nielsen).
BUSINESS-TO-BUSINESS MARKET RESEARCH
❑ Quantitative methods based on rigorous sampling and qualitative
Employs the same techniques but in different ways: characterized by a much
techniques that explore complex consumer perceptions and smaller population to survey, often measured in hundreds of thousands rather
motivations than the consumer millions

❑ Can be subdivided between FMCGs and other markets (media, Frequently very variable, made up of companies in different industries and
travel and leisure, financial, consumer durables, and so on) with huge differences in size

❑ Modern marketing concepts and market research largely grew up Complex groups influencing the buying decision such as procurement,
in FMCG markets. technical and production departments, and financial departments

❑ What is happening at the store level is a major concern and is the Markets are not confined to single countries. Marketing is international
with global brands and marketing programs.
information output of some of the largest continuous market
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Quantitative and Qualitative Research

QUANTITATIVE RESEARCH QUALITATIVE RESEARCH

❑ Concerned with larger numbers of interviews, at least 200 and Often used as a precursor to a larger study and it provides diagnostic
data and insights using focus groups and depth
sometimes 1,000 or more. These numbers provide measures of
behavior and attitudes that represent the larger market from interviews.
which the sample has been drawn.
May be harder to define but is focused on “understanding” rather than
❑ Can include calculation of the market size, the size of market simple measurement.
segments, brand shares, purchase frequencies, awareness of
brands, distribution levels and so on.
Smaller sample
❑ Rigorous research design and sampling methods

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 Steps in the Research Process

1. data) and sample profile. 4. Plan the research whom). recommendations.

Determine the 3. Choose the research method (how, when,
Quanti – stats, charts,
research question. approach (e.g., descriptive, where, and by
5. Conduct the tables
2. Decide on the sources of exploratory, causal).
information research. Quali – diagrams, quotes,
(primary and secondary 6. Analyze and report the photos and videos
findings and

Tuesday, November 7, 2023 MARKET RESEARCH 9

REFERENCES
• Alsayed, N.A. (2019, December). Explaining the differences between a market research and marketing
research by providing examples. ResearchGate.
https://www.researchgate.net/publication/
354844291_Explaining_the_differences_between_a_Market_Re
search_and_Marketing_Research_by_providing_examples

• American Marketing Association. (2017). Definition of marketing research. https://www.ama.org/the

definition-of-marketing-what-is-marketing

• Hague, P. (2021). Market research in practice: An introduction to gaining marketing insight (4th Edition).
Kogan Page Ltd.

• Kolb, B. (2018). Marketing research. SAGE Publications, Inc.

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