Market Research

MARKET
RESEARCH.
General objective of the subject
At the end of the course, the student will recognize the importance of market
research, propose and follow a research methodology and apply the different
marketing information systems for decision making.
Official agenda
1. Information systems in marketing.
2. Market research.
3. Market research methodology
4. Quantitative methods.
5. Qualitative methods.
6. Specific techniques.
7. Execution of market research.
Introduction
In this subject the student will investigate everything related to the subject of
Marketing III, which considers Marketing Information Systems as a key tool for
decision-making for all marketing students, in addition to taking a tour of
quantitative methods and most well-known and used qualitative methods for all
market research.
In topic 1 , Marketing Information Systems will be explained . It is necessary

that you know and manage the primary and secondary sources of information,
which are necessary for making decisions that every executive makes; For this
reason, it is necessary that you recognize the advantages of each information
system since it allows you to make a decision.
In topic 2 you will learn about the importance of market research , the
methodology used for research and for exploratory studies, which are necessary
for all research.
Topic 3 delves into research methodology, which is why it is necessary that you
know its application and the skills related to it (sampling, statistical analysis and
field research) along with its importance in decision making.
In topic 4, quantitative data collection methods are developed, for example by

telephone, or by mail, also related to interviews, among others, thereby the
necessary methodology for the collection and analysis of information.
In topic 5 you will learn about the different qualitative methods for collecting
information that are worked directly with people, which are the personal interview,
the group session and direct observation, so you should know their advantages
and disadvantages. for the application.
In topic 6, other techniques used in market research that involve the previous
topics are presented, but their particular review is necessary.
In topic 7 we move from theory to practice and explain how market research is
carried out.
In the Annex you will find very useful information to carry out questionnaires
correctly.
TOPIC 1.
MARKETING INFORMATION SYSTEMS
particular objective
At the end of this topic, the student will identify the need to obtain information
considering its sources, methods and analysis, cost-benefit.
Detailed agenda
1. Marketing Information Systems.

2. Concept, importance and applications.
3. Sources of Information.
4. Information Subsystems.
4.1. Internal or accounting.
4.2. Intelligence.
4.3. Market research.
Introduction
The student will know the fundamental components of Marketing Information

Systems, necessary for the decision-making of every executive, and will also
review the sources of information and each of the subsystems that make it up, in
addition to the advantages and disadvantages of each. information subsystem,
which will relate to decision making. For a better understanding, you should know
the concept of Marketing Information System, since it is an important part of an
information flow chain between the marketing environment and Marketing
Management. The environment turns out to be a determining factor in decision
making, since the environmental factors that do not interact directly with the
organization are so dynamic that they modify the marketing manager's decisions in
the short term, while the factors that interact directly with the organization, they are
closely related to the marketing manager's decision making. So it is of vital
importance for the 5 organizations to be informed efficiently and effectively about
the behavior of the environment that surrounds the decisions.
1. Marketing Information Systems
Marketing Information Systems are an indispensable tool in modern organizations

and can be made up of people, equipment and procedures; The intention is to
store and process all the information that supports the correct decision making of
marketing management.
The information must be presented in such a way that it helps to correctly state the
problem to be solved or to identify opportunities. Once the problem or market
opportunity is identified, pertinent information will be collected with the intention of
helping the marketing manager objectively address the situation.
2. Concept, importance and applications.
A Marketing Information System is a stable structure of interaction made up of

people, equipment and procedures , whose purpose is to gather, classify,
evaluate and distribute relevant, timely and truthful information for use by decision
makers to improve planning. , execution and control of marketing plans1 .
The collection of information is necessary for modern organizations due to the

levels of competition that are occurring in international markets and the urgency of
knowing the needs and desires of their clients. Information regarding the
competition, intermediaries is also needed. , suppliers and everything that may
influence the decisions of the organization.
It has application in almost all areas of the organization, since most of the
information handled in the system is generated there. It comes from all areas of the
organization, and then is provided to the area that makes marketing decisions;
Another source of information is the environment in which the organization
operates, which is very useful for the decision maker.
3. Sources of information.
There are different sources of information, in essence it is divided into two large
ones.
groups (see table 1.1.) . Every researcher must develop skills for
search and interpretation of available sources.
Two types of sources of information are recognized, secondary sources and

primary sources:
Primary sources
It requires the search for information directly. This information represents going to
the source and trying to obtain the requested information, through different formats,
whether formal or informal.
Secondary sources
1
Ronald Weiers, Marketing Research.
They are sources of information that present data collected and in many cases
analyzed and available for consultation, whether generated and recorded by the
Organization or other external sources, this information sometimes requires
analysis, since the environment surrounding the Organization does not always
make said information available and on other occasions it is not available for
consultation.
 Internal Sources: modern organizations currently have sources of

information generated by the functional areas they have, however this
information must come in such a way that it is relevant for marketing.
Example: sales record, sales forecasts, balance sheet, income statement
among others.
 External sources: the importance that information has taken on today has
forced organizations to take measures that allow its search and
conservation to be used at any time required. Example: trade associations,
organizational reports, government publications mainly.
4. Information subsystems.
Modern organizations have developed true complexes that generate a lot of

information, always with a logic, but that serve as reference points when making
decisions. However, there are others that do not take advantage of this internal
source and resort to external sources that Although they generate information, it is
not always appropriate to their needs.
According to Kotler. Q2 ; In essence, the information system is based on three
major
areas:
TO. Development of necessary information.
 Internal databases. They are electronic data collections of information that

are obtained from data generated within the organization.
 Marketing intelligence. It is the systematic obtaining and analysis of
information that is available to the public about competition and events in
the marketing environment.
b. Information users
 Marketing directors and other users who base their decision making on a
planning, implementation, organization and control process.
c. Marketing environment.
 Macroenvironment and microenvironment of marketing
2
Philip Kotler. Fundamentals of Marketing
4.1. Internal or accounting
The internal subsystem, which is also called accounting, considers that most of the
information generated in an organization should come from the Accounting
area and although this is not one hundred percent true, it must be recognized that
they are right. for the type of information they generate.
There is classified information in the balance sheet of every organization, however,
there is the income statement that especially affects the decisions of the Marketing
Area, because it serves as a reference for budget allocation. As can be seen,
practically all areas of a modern organization are included in the Information
System.
4.2. Intelligence
This system has currently been developed as the main generator of information ,
because many organizations not belonging to the productive part have taken on
the task of collecting information that will later be useful for organizations that are
constantly making decisions about products, especially consumer products, in this
highly competitive market; This information is sold and once it has fulfilled its main
objective, which would be to update the decision makers in the organizations, it is
published so that anyone interested in these topics knows and analyzes this
information.
4.3. Market research.
It turns out to be a primary source of information , since it requires going directly

to the source of information and collecting data that will later be tabulated and
analyzed to provide to the decision maker in the Marketing area, basically it
focuses on interviews and uses tools such as the questionnaire for collecting
information.
Although there are organizations external to the company itself that are dedicated
to this work, in most cases there is an area at the service of the organization that
takes care of the internal and external management of information.
Topic 1 Bibliography
KINNEAR, Thomas and Taylor James, Marketing Research , McGraw Hill,

Mexico 2003. 812 p.
KOTLER, Philip and ARMSTRONG, Gary, Fundamentals of Marketing , Pearson,
Mexico 2003. 589 p.
WEIERS, Ronald, Marketing Research , Prentice Hall, Mexico 1995. 540 p.
Learning activities
A.1. Make a list of the way in which this medium usually obtains its
market information. What are its limitations and advantages?
 Yahoo http://www.yahoo.com
 Alta Vista http://www.altavista.com
 Microsoft http://www.microsoft.com
A.2. Identify at least three advantages and three disadvantages of the information
generated by the following electronic addresses. Justify your answer.
 Greenpeace http://www.greenpeace.com
 Red Cross http://www.redcross.org
 Amnesty International http://www.amnesty.org
A.3. Explain how the databases generated by airlines around the world work, use
the attached email addresses and justify your answer.
 British Airways http://www.british-airways.com
 TWA http://www.twa.com
 Mexican http://www.mexicana.com
Self-assessment questionnaire
1. Give a concept of Marketing Information System.

2. What should you understand by a primary source of information?
3. What is a secondary source of information?
4. Cite an advantage of information sources.
5. What type of information does an internal information source generate?
6. What will be the practical use of a secondary source of information?
a) external?
7. What are internal databases?
8. What is Marketing Intelligence?
9. Who makes up the marketing environment?
10. Name two tangible benefits of information systems.
Self-assessment exam
1. One of the characteristics of useful information is that it is:
a) Versatile
b) Ordinary
c) Timely
d) New
e) Special
2. Another characteristic to evaluate the information is that it must be:
a. attractive
b. Exclusive
c. Quality
d. With background
e. Shocking
3. What is a definition of Marketing Information System?
a. Data collection method for internal storage of the
organization.
a. Integrating system of background and historical facts of the company.
b. Set of procedures and resources that allows the obtaining, analysis
c. and the presentation of information in a planned and regular manner.
d. Record of current events that affect the company.
e. Control and recording of the history of the organization.
4. The Marketing Information System consists of subsystems for
collect, process and use information and one of them is:
a. Internal Finance Subsystem.
b. Internal Human Resources Subsystem.
c. Internal Accounting Subsystem.
d. Marketing Procedures Subsystem.
e. Information Development Subsystem.
5. Another subsystem of the Marketing Information System is:
a. Marketing Intelligence Subsystem.
b. Computer Subsystem.
c. Documentary Research Subsystem.
d. Audit Subsystem.
e. Comptroller Subsystem.
6. For the creation of a Marketing Information System there are two very
important supports, one of them is:
a. The mail.
b. Television.
c. The radio.
d. The Internet.
e. The optical fiber.
7. Another very important support for the creation of the Information System
of
Marketing is it?
a. Cinema.
b. The press.
c. The calculators.
d. The intranet.
e. The satellites.
8. A database is a source of information
a. Primary.
b. Obtained through an in-depth interview.
c. Secondary.
d. Obtained in a group session.
e. Obtained by observation.
9. A drastic cost reduction is:
a. A money saver.
b. Financial benefit.
c. Sales growth.
d. A tangible benefit in the commercial operation.
e. A tangible benefit in savings.
10. These sources of information can be classified into two large groups
a) External and secondary sources.
b) Internal and secondary sources.
c) Internal and external sources.
d) Secondary and primary sources.
e) Primary and internal sources.
TOPIC 2.
MARKET RESEARCH
At the end of this topic, the student will evaluate the importance of market
research, the types of research and its application in commercial companies.
Detailed agenda
1. Market research
2. Concepts
3. Importance and applications
4. Different types of research
5. Request or requirements for market research
Introduction
The student will gain in-depth knowledge of market research, its importance and
applications in organizations, the research methodology, and will deepen the
knowledge of the exploratory and conclusive studies necessary for all market
research, as well as designing the requirements of a research of markets in order
to be able to improve decision making.
1. Market research
It is an indispensable tool for every modern organization, which allows obtaining

the necessary information to establish policies, objectives, plans and strategies to
achieve its objectives.
2. Concepts.
To achieve a greater understanding of the importance of Market Research in the

decision-making of modern organizations, several concepts are cited below that
are compiled from different authors and associations where basically three
essential elements are recognized:
 Information gathering
 Analysis of the information
 decision making
“A systematic and objective approach to the development and provision of

information
applicable to the decision-making process of marketing management3 ”
“It is the systematic process in which information is generated in order to help in

making market decisions.4 ”.
“It is the systematic design, collection, analysis and reporting of data and findings
relevant to a specific marketing situation facing an organization.5 ” .
“Systematic collection, tabulation and analysis of information regarding marketing

activity, which is done with the purpose of helping the executive make decisions
that resolve their business purposes.”6 ”.
In order to carry out a market analysis successfully, it is necessary to apply

various knowledge acquired through the following subjects :
 Applied Economics , Psychology , Cultural Anthropology and

Sociology ; These are just some of the sciences necessary to carry out an
3
Thomas Kinnear and James Taylor, Marketing Research.
4
William Zikmund, Marketing Research
5
Philip Kotler and Gary Armstrong. Op. Cit.
6
cf, http://www.miespacio.org/cont/invest/estmerc.htm, American Marketing
Association, official definition of Marketing Research 2001
analysis of consumer behavior that allows us to understand their behavior
and improve decision-making in the design of new, more effective
strategies.
 Some other sciences such as Philosophy due to the outstanding
importance that logic has in applied research.
 Statistics and Mathematics for their fundamental contribution in the
quantification of the facts detected in the investigation.
 Communication , through the dialogue that occurs permanently in field
work.
 Business management , since the objectives pursued with research are
closely linked to the design of a strategy and the fulfillment of sales, prices,
products and distribution goals.
 The innovative capacity , applied to the development of new effective and
differentiated methods, in the design of profitable solutions.
3. Importance and applications.
A - Importance
The need to collect information related to national and international markets,

monitor each trend in these markets, as well as conduct market research that
allows us to determine the most effective strategies to enter and remain in these
markets increases.
The increase in importance of global businesses has led organizations worldwide

to use market research as an indispensable tool and obtain primary and secondary
information that answers their marketing problems.
B - Applications7
Market research is currently an indispensable tool; organizations recognize the

multiple applications it has, as shown below:
Consumer analysis
 Uses and attitudes.
 Motivation analysis.
 Brand positioning and image.
 Typologies and lifestyles.
 Customer satisfaction.
Advertising effectiveness
 Advertising pre-test.
 Campaign post-test.
 Monitoring ( tracking ) of advertising.
7
Cf. http://www.ilustrados.com/publicaciones/EpyyFykkEVELbdGrll.
 Promotional effectiveness.
Product analysis
 Concept test.
 Multi-concept-multi-attribute analysis.
 Price sensitivity analysis.
 Product test.
 Container and/or label test.
 Brand test.
Commercial studies
 Areas of influence of commercial establishments.
 Image of commercial establishments.
 Buyer behavior at the point of sale.
Distribution studies
 Audit of retail establishments.
 Distribution behavior and attitudes.
 Advertising at point of sale.
Media
 Media audience.
 Support effectiveness.
 Analysis of formats and contents.
Sociological and public opinion studies

 Electoral polls.
 Mobility and transportation studies.
 Sociological research.
 Institutional studies.
Market research supports the decision-making process, especially when it comes

to new situations that cannot be resolved based on the company's experience.
Market research must provide useful and relevant information for the company:
 Reduces the uncertainty surrounding a problem.
 It really influences decision-making, that is, not when it limits itself to
confirming something that we already suspect but rather when it provides
something new.
The applications of market research are the following:

 To detect the presence of problems that must be neutralized or solved.
 Study or analyze consumer choice behavior. Example: see what the
response levels of potential buyers are to changes in the variables.
 Study or investigate the environmental factors that can influence the
company's activity.
 Analyze the consequences of the company's actions on marketing variables.
The function of market research involves the diagnosis of information needs, its
systematic and objective search through the design of methods to obtain it, the
collection of data, the analysis and interpretation of relevant information to identify
and solve any problem or opportunity in the field of marketing and its timely
distribution among decision-making users.
4. Different types of research
To carry out market research it is necessary to know the difference between a

formal investigation and an informal one, what we know as a survey, corresponds
to an exploratory investigation that is known as informal and for the formal
investigation information related to the different approaches is provided. that is
given to market research, which are explained below.
 Exploratory investigation
Exploratory research is used in the early stages of the decision-making process

, because it provides information that helps define the problem statement. At this
stage of the investigation, the information obtained helps define the problem with
minimal expense and effort in money and time. It is highly flexible and allows you
to raise awareness of information and discover ideas that had not been
previously identified. Its effectiveness is appropriate in situations in which one is
seeking to solve problems or detecting potential market opportunities for new
products. In the case of the hypothesis, it may not exist but the identification of
variables related to the problem situation will always be identified.
The main objective is to provide identified alternatives , which allow the

researcher to make the best option in their decision making.
 Conclusive research
The information provided by this research helps the marketing area evaluate and
select the best course of action. This type of research is considered formal, since it
includes different processes for obtaining information related to the research.
Among the best-known techniques are surveys, experiments, observations and
simulation.
 Causal investigation
It seeks the existing relationship between the variables of a problem, it is

considered a conclusive investigation, since its main objective is to obtain evidence
about the variables and their causal relationship.
 Advertising pre-test
Commonly used by organizations to measure the possible impact of their

advertising, a group session or in-depth interviews are considered the ideal
techniques where subjects are presented with advertisements and reviewed
sequentially.
 Descriptive research
They are studies that allow you to take a photograph of the target market, since
they propose to describe something. Descriptive studies require that every
researcher develop a preliminary guide with the questions that will be answered
in their study, as well as the possible implications that arise.
 Cross-sectional research design
Descriptive research must clearly present a problem, a hypothesis and all the
information needed.
The cross-sectional design is the one most used in descriptive market research: it
is a type of research that must include the collection of information , according to
the specific sample, within a population at a single moment. The following can be
identified :
o Simple cross-sectional design: it is in which a sample is

determined and the information is required to be obtained at one
time.
o Multiple cross-sectional design: it is in which more than one
sample is determined and the information is required to be obtained
at once.
o Longitudinal design: it is a design that considers a fixed sample of
people that is measured repeatedly during a certain period. The
sample must remain for a certain period, during which it will allow the
researcher to document evidence that will be added during the period
studied, providing information that illustrates an identified problem.
5. Request for market research requirement
The request or requirement essentially contains the project and at the same time
can serve as a contract, it covers all phases of market research and contains:
a. The research problem. It includes the definition of the problem and
the statement of the research objectives.
b. The research method . It includes defining the type of investigation
that will be carried out and the convenience of each option.
c. The research design. By this time it will be known what data
collection method will be used and the probabilistic or non-
probabilistic method that will be used.
d. The collection, analysis and reporting of data. The correct
collection of data will give an effective report of the information,
however, the analysis is essentially the most important part of
collecting the information.
e. Research time and cost. At this time the schedule and costs are
reported to be evaluated as planned.
f. Appendix. All documents and information necessary for the
interpretation of the market study are added.
Bibliography of topic 2
HAIR Bush, Ortinau, Marketing Research , McGraw H.; Mexico 2006. 716 p.
WEIERS, Ronald, Marketing Research , Prentice Hall, Mexico 1995. 540 p.
KINNEAR, Thomas and TAYLOR James, Marketing Research , McGraw Hill,
Mexico 2003. 812 p.
KOTLER, Philip and ARMSTRONG, Gary, Fundamentals of Marketing , Pearson,
Mexico 2003. 589 p.
ZIKMUND, William, Marketing Research , Prentice H.; Mexico 1996. 740 p.
Learning activities
A.1. Prepare a summary of the types of research along with an example of each of
them, mentioned in the topic based on the books cited in
the bibliography.
A.2. Select an email address from those shown below and write a short summary
of the main product offered by the organization you chose and answer the
following: What are its main features and functions? For what type of market is it
most appropriate? And what type of study would you recommend applying to
expand your current market?
 Duracell http://www.duracell.com
 Energizer http://www.energizer.com
A.3. Imagine that you work in a travel agency and your boss had asked you to
compare your travel packages to Europe with those of the competition, what
actions would you take for your work. We suggest using the following email
addresses as a basis for your search:
 Aeroméxico http://www.aeromexico.com
 Mexican http://www.mexicana.com
What and how would you do to find the requested information? And what other
resources at these electronic addresses do you have for your search?
A.4. Taking one of the main soft drinks companies as a base, it identifies the way
in which it is facing the future and the competition. Justify your answer especially
with new products for Paraguay.
 Pepsi http://www.pepsi.com
 Coca cola http://cocacola.com
1. Give a concept of marketing research.
2. What is exploratory research?
3. Describe an exploratory research technique.
4. What is the advertising pre-test?
5. What is descriptive research?
6. What is cross-sectional design in conclusive research?
7. What is simple cross-sectional design in research?
8. What is multiple cross-sectional design in research?
9. What is longitudinal design?
10. Define a causal investigation.
1. What is the proper definition of marketing research?
a. It is the technique that allows us to know consumer trends
b. It is a qualitative method that offers short-term solutions.
c. It is a technique that allows us to obtain information about the needs
and preferences of the consumer.
d. It is a logical and sequential process that helps us obtain and
maximize sales of a product.
e. It is a marketing tool that is responsible for analyzing the market in
order to attack it without risking large amounts of resources.
2. Within market research, three basic objectives are considered, one of them
being?
a. Know the potential of the demand.
b. Know the sales areas.
c. Establish market segments.
d. Know the consumer.
e. Define the market.
3. Another basic objective of marketing research is?
a. Reduce risks.
b. Capture more clients.
c. Set a reasonable price.
d. Publicize advertising in the area.
e. Choose our suppliers.
4. What is one of the factors taken into account when carrying out market
research?
a. Time.
b. The place.
c. Schedule.
d. The ease of realization.
e. Its use.
5. Another factor that is taken into account when carrying out market research is:
a. Competitive factor.
b. Market capacity factor.
c. Economic factor.
d. Labor force factor.
e. Social factor.
6. What other factor is taken into account when carrying out market research?
a. Flexibility factor.
b. Technical training factor.
c. Knowledge factor.
d. Available information factor.
e. Specialization factor.
7. In which countries is marketing research little used?
a. France and Italy.
b. Morocco and Egypt.
c. China and Japan.
d. Mexico and the United States.
e. Spain and Argentina.
8. Which of these options is part of marketing research planning?
a) Definition of the objective.
b) Market segmentation.
c) The distribution.
d) The logistics.
e) The demand.
9. Which of these options is necessary to develop before carrying out market
research?
a. The survey.
b. The sampling method.
c. The statistical calculation.
d. Preliminary investigation in the SIM
e. The cientific method.
10. Which of these options is part of the planning of the investigation of
markets and is it essential for their formalization?
a. The decisions of the Planning area.
b. The decisions of the Finance area.
c. The sales strategy.
d. Advertising.
e. The requisition of market research.
THEME 3.
MARKET RESEARCH METHODOLOGY
At the end of this topic, the student will be able to identify the problem and carry
out a research approach.
Detailed agenda
2. Objective
3. Preliminary investigation
4. Hypothesis
5. Data collection methods
5.1. Quantitative
5.2. Qualitative
Introduction
Students, upon completing the course, will be able to handle a marketing research
methodology, including the essential parts of the methodology such as the
objective, the hypothesis and identify the different data collection methods, both
quantitative and qualitative. . Once you have learned the research methodology,
you will be able to apply the knowledge to manage the types of information, the
quantitative one that allows you to have a photograph of the information needed
and the qualitative one that will allow you to evaluate the data obtained.
These steps are essential to conducting formal marketing research.
As a final point, a report will be presented that illustrates the results of the
investigation.
All research requires a process that allows achieving the desired objective. Below
are the main steps to consider for market research:
1. Determine the need for information.
2. Define the objectives of the research.
3. Determine the necessary sources of information.
4. Develop ways to collect data.
5. Determine the sample.
6. Collect the data.
7. Process the data.
8. Analyze the data.
9. Present the results of the research.
It is vitally important to determine the need for information and how market
research can help us obtain it. Every researcher clearly understands the reason
why the information is needed.
In a second moment, the researcher must set the research objectives and try to
answer questions such as "why should the research be carried out?" Commonly,
objectives must be established in writing. Information needs should answer the
question "why is such specific information needed to achieve the research
objectives?"
At first, the search for information can focus on internal sources of the
organization, the next moment is to determine if the information can be obtained
updated from sources internal or external to the organization.
The presentation of the results will be made known to the person who requested
the market research, through a written report and an oral presentation.
The report is presented in a simple format and focused on the information needs
that were requested.
2. Objective.
Determining the objectives clearly can greatly represent the success of the market
research, since it will leave the possibility of reaching the solution to the main
problem raised and/or problems identified during the research. The researcher is
required to be a trained, open, pro-active, creative, methodical person who knows
how to listen, think and analyze each and every situation that arises.
The approach of specific or particular objectives for the design of a questionnaire

serves as a guide for its preparation.
a. UNIVARIATE . It is an examination that is done on

each of the variables, considered separately.
b. BIVARIATE . It is a test that is carried out to
FORMS OF determine the relationship between two variables.
c. MULTIVARIATE . It is an exam that includes the
ANALYSIS
simultaneous analysis of three or more variables.
3. Preliminary investigation
It represents information related to the organization and the relationship it has with
its environment, commonly carried out through direct interviews with our target and
potential market. It also consists of obtaining opinions about the products and/or
services offered in the market and the conditions in which the competition exists.
There are various ways to collect information, among those used are secondary
databases, interviews, case studies and pilot tests.
4. Hypothesis
A hypothesis is an assumption that can be tested. It is common that when planning

market research we assume the solution to the conflict to be resolved or the
situations that are giving rise to this problem.
The task of posing a hypothesis is complicated if the problem to be solved is not

defined, even more so if the objective of the research is not known, therefore it is
vitally important that the hypothesis be posed in such a way.
that our assumption can be validated.
5. Data collection method
It is important to determine the correct method for collecting data, since there are
different methods , the most used is the interview, which can be carried out in
different ways, by mail, in person, by telephone, among others, the other option
would be the direct observation.
5.1. Quantitative
All the information provided by this method can be counted, as it focuses on data
collection and allows the application of statistical analysis.
One of the sources from which this method is based is essentially secondary
databases without discarding primary sources that also provide information that
can be counted and analyzed methodically.
5.2. Qualitative
Currently, modern organizations rely on qualitative methods with an emphasis on

the analysis of both the market and its behavior, as well as our consumer through
in-depth interviews, group sessions and direct observation.
KINNEAR, Thomas and TAYLOR, James, Marketing Research , Mc Graw Hill,

Mexico, 2003. 812 p.
WEIERS, Ronald, Marketing Research , Prentice Hall, Mexico, 1995. 540
pages
Learning activities
A.1. Prepare a comparative table of the advantages and disadvantages of
qualitative and quantitative methods, and also prepare an example of them.
A.2. Based on the market research methodology, design a study to evaluate the
efficiency of the star products of the following organizations:
 Avon http://www.avon.com
 L'Oreal http://lorealcosmetics.com
 Mary Kay http://www.marykay.com
Consider that not all the information is found on the website and therefore design a
questionnaire that allows you to obtain the requested information.
A.3. Organizations dedicated to entertainment have decided to develop a new

material for their market, however, they need to evaluate the target market:
 Disney http://www.disney.com
 Warner Brothers http://www.warnerbros.com
Select one of the companies and design a descriptive marketing research
proposal. Justify your answer.
A.4. The automotive industry is thinking about designing a new car, however, it
requires obtaining information about its new customers and their preferences, for
which it asks you to carry out a market study.
 Chevrolet http://www.chevrolet.com
 Chrysler http://www.chrysler.com
 Ford Motor Co. http://www.ford.com
1. Define the research design in your own words.
2. What is sample design selection?
3. What is the study of secondary data?
4. What types of probabilistic methods do you recognize?
5. What is a sample?
6. What is a report?
7. What else is preliminary investigation known?
8. Cite a quantitative data collection technique.
9. What should be understood by data collection?
10. Explain the importance of interpreting the findings.
1. What is the proper definition of preliminary investigation?
a. It is the obtaining of basic knowledge about a topic.
b. It is the data collected to apply it directly.
c. Information without significance in the investigation.
d. Research process without prior delimitation.
e. Analysis of the information gathered to apply it later.
2. Preliminary investigation is also known as:
a. Exploratory or probing.
b. Forecast.
c. Design of the investigation.
d. Job program.
e. Previous decisions.
3. In the market research request it is essential to determine one of the following
points:
a. Purpose of the research.
b. Formulation of strategies.
c. Field work.
d. Conclusions that must be reached.
e. Elaboration of the report.
4. In the market research project there is one of the
following aspects
a. Data analysis.
b. The projections made.
c. The possible alternatives.
d. The methodology.
e. The strategies to follow.
5. In the conditions established in the market research project there is one of the
following points:
a. Disposal date.
b. Points of sale.
c. Delivery time.
d. Sales decisions.
e. Location.
6. Which of the following options is important to determine in the marketing
research request?
a. The offer.
b. The demand.
c. The cost.
d. The competition.
e. The official prices.
7. What is a hypothesis?
a. A tentative proposal to be verified.
b. A theoretical answer.
c. An explanation.
d. A concept.
e. A definition.
8. Which of the following options is a data collection technique of the qualitative
method?
a. Plans and strategies.
b. Turnover.
c. Breakeven.
d. Depth interview.
e. Segmentation by socio-economic strata.
9. Which of the following is a technique of the quantitative data collection method?
a. Statement of income.
b. Long-term planning.
c. Telephone interview.
d. Financial reasons.
e. The inflation index.
10. It is a form of information analysis
a. by count
b. analytical
c. statistical
d. bivariate
e. random
THEME 4.
QUANTITATIVE METHODS
At the end of this topic, the student will apply the research methodology to the
marketing using quantitative data collection methods.
Detailed agenda
1. Quantitative methods.
2. Personal, telephone and mail interview.
3. Design of forms of information collection.
4. Sample design.
5. Field work.
6. Tabulation.
7. Analysis and interpretation of data.
8. Conclusions.
9. Presentation of the report.
Introduction
Knowledge of the different quantitative methods will improve the knowledge that
the student requires for their professional life, knowing and applying the different
forms of data collection, designing the sample and carrying out field work until
reaching the market research report. Throughout the chapter, the student
understands the different ways to collect information, especially in terms of mail
and the different variables that this method presents. They will also learn about the
telephone interview and its applications in data research and the applications
presented by the Panel, we talk about the analysis of the information and the
conclusions.
1. Quantitative methods
Any market research that allows counting, measuring, or quantifying any type of
information can be considered quantitative and must be carried out through
representative samples, which allow an inference to be made in a specific
population. The information obtained offers answers to what, when, where and
how events happen in fully identified market segments.
In order to carry out quantitative research, different data collection techniques must
be used, the most used are the personal interview or survey, the telephone survey,
the direct mail or email survey, consumer panels and establishment panels.
2. Personal, telephone and mail interview

A - Personal interview
It is one of the most expensive methods and, however, most used to obtain the
information required, it allows obtaining better results, due to the ease with which
the interviewer can add observation to his interview and provide more data about
the investigation.
The interview must be carried out, based on a guide that contains the previously
selected questions either directly or indirectly, but in a structured way.
B - Telephone survey.
Using the telephone to conduct an interview is very economical, however, its

effectiveness is hindered because people sometimes will not be able or will not
answer a questionnaire, even if it is brief.
Another use given to the telephone is the measurement of “rating” which has to do
with the measurement of the audience of the television channels, whether pay or
open, in this case a decoder is used that is connected to a phone collects the
information it has previously stored.
C - Survey by direct mail or postal mail
Its effectiveness focuses on obtaining reliable databases that allow the survey to
be brought closer to the target market and then wait for the response by postal
mail.
The questionnaire must always be accompanied by a letter explaining the reasons

for the questionnaire, explaining the reason for the questionnaire and the
importance of its return.
It is a common practice to accompany the questionnaire with some type of

stimulus, which will be delivered upon receipt of the completed questionnaire.
D - Email Survey
This method of data collection has quickly become the favorite of research
agencies, due to its low cost, although not as effective as other methods. Here the
variant of traditional mail is the Internet, since through it Send the questionnaire to
the person whose email address is registered and it is easily returned by the same
means. It is advisable to invite the reader to answer it and send it for their attention.
E - Panel
It is the selection of a set of homes or establishments that represent a sample of

the behavior of our products and/or services in the real market. Here, homes and
establishments can be interviewed or audited to measure variables that change
over time. time and that constitute aspects of interest both for market researchers
and for retail distributor intermediaries who display our products at a point of sale.
3. Design of forms of information collection
The questionnaire is one of the most used forms of data collection, as it provides a
lot of information.
The questionnaires must be prepared according to their direct nature and their
structure. Regarding their nature, this can vary according to the request for the
required information. Many researchers recommend using an indirect
questionnaire to prevent the interviewee from asking questions. a prior judgment of
the answers according to the brand or product in question, however, some
organizations prefer to show who represents the investigation. On the other hand,
the structure may vary according to the type of study that is intended to be carried
out, thus a structured questionnaire can be prepared if what is intended is to
take a photograph of the market and an unstructured questionnaire if what is
intended is to carry out a survey. of market.
4. Sample design
The sample must represent the part of the population that we are interested in
investigating, observing, then measuring and subsequently analyzing in relation to
a product and/or service of the organization or the competition.
The sampling method can vary according to the data to be obtained and the
sample can be probabilistic or non-probabilistic.
The two main attributes of a sample are: that it is representative (that it clearly
shows a behavior typical of the population to be studied) and that it is sufficient .
(that leaves no room for doubt about the study being carried out).
There are several factors that can affect the determination of a sample:
 That the sample is heterogeneous.

 The sampling and non-sampling error.
 The desired level of confidence.
5. Field work
Field work consists of taking the research to the representative market for our work
and carrying out the planned activities to obtain the information.
People capable of carrying out the assigned commitment must be recruited for field
work, as well as supervisors who will provide support at all times for the successful
completion of field work.
The work team is determined according to the characteristics of the sample and
the nature and complexity of the questionnaire questions.
The data collection process includes evaluating costs, time, response rates that
can be obtained, quality of the data and the process.
6. Tabulation
It is a systematic process of arrangement and counting of the information obtained.

Data tabulation can be manual or electronic; the best-known software for this task
is SPSS ( Statistical Package for Social Sciences ).
The tabulation aims to show the results in a convincing, concrete and valid way,
since they have already been organized, classified and correlated with precision,
flexibility and economy, for the research.
7. Analysis and interpretation of data
The results must be analyzed and converted to data that can be interpreted for
decision making.
The data must be described statistically, through the most typical measures of
central tendency : mean, median and mode and the most common measures of
dispersion : the interval, the standard deviation and the variance.
Interpretation focuses on data and statistical analysis, which allow conclusions to

be drawn about the observations.
At the end of the interpretation, the preliminary conclusions that will be supported
by the data obtained are highlighted, to then carry out a final analysis of the results
obtained and establish the definitive conclusions.
8. Conclusions
The conclusions are supported by the information previously obtained and

analyzed by the researchers seeking answers to the problem posed at the
beginning of the investigation.
The reports of all research may or may not contain opinions, comments, and
suggestions from the researchers that they deem relevant.
The definitive conclusions must consider all the work carried out and the objective
of the research as well as the hypothesis. A conclusion must be made for the
objective, one for the hypothesis, accepting or rejecting it, in order to complete the
research process. It is also necessary to make comments on the qualitative
aspects of relevance that have been detected and the respective research findings.
9. Presentation of the report
There are three aspects to consider in a report:

1. Understanding the results obtained.
2. The organization of the information displayed.
3. The writing that must clearly express the results obtained.
The report can be prepared in a technical way so that it can be interpreted by

people knowledgeable about market research or in documentary form to be
interpreted by anyone who requires the information. In both cases, the annexes will
be shown with sufficient supporting information to the investigation. The
presentation of the report must be done in writing and orally .
Bibliography topic 4
KINNEAR, Thomas and TAYLOR, James, Marketing Research , Mc Graw Hill,
Mexico 2003. 812 pages
WEIERS, Ronald, Marketing Research , Prentice Hall, Mexico 1995. 540 pages
Learning activities
A.1. Hotel chains want to develop new areas of service with a fully focused
approach to customer service, for which they require conducting a quantitative
study that allows them to identify the market and its potential. Select one of the
following hotels and design a survey that includes at least a telephone and a
personal interview.
 Hyatt http://www.hyatt.com
 Marriott http://www.marriott.com
 Hilton http://www.hilton.com
A.2. With technological advances, organizations dedicated to the sale of musical

instruments are looking for new ways and means to sell their products, which is
why they require information that allows them to develop new sales strategies.
Select one of the organizations listed below and determine the data collection
method that will help these organizations increase their sales.
 Fender http://www.fender.com
 Gibson Guitars http://www.gibson.com
 Harmonic Arts http://www.harmonicarts.com
A.3. Through what method of data collection will the Greenpeace organization be
able to find new members who share its beliefs and values. Justify your answer
with examples
1. Define what an interview by mail is
2. What is a panel?
3. Name one advantage of a telephone interview.
4. What is email survey?
5. What is the personal interview?
6. Name one advantage of the personal interview
7. What is an establishment panel?
8. What is a questionnaire?
9. Name two types of questionnaire
1. 10. What is a dichotomous question?
1. What is a panel?
a. Set of interchangeable elements that allow obtaining information.
b. Subjects of marketing studies that provide information.
c. Set of subjects, homes or establishments that can be interviewed and/or
audited.
d. Place where various items are displayed.
e. Group of people with different characteristics to allow the study to be
carried out.
2. Which of the following is a quantitative data collection method?
a. Interview by mail.
b. Exams.
c. Social classification.
d. Continuous reviews.
e. Check.
3. Which of the following is a qualitative data collection method?
a. Plans and strategies.
b. Turnover.
c. Breakeven.
d. Depth interview.
e. Address.
4. Which of the following is a quantitative data collection method?
a. Documents.
b. Long-term planning.
c. Telephone interview.
d. Conferences.
e. Presentations.
5. Which of the following options is an advantage of using postal mail and/or
email?
a. Its slowness.
b. Its indirect nature.
c. Public relations.
d. Allows the company to carry out national studies to a large audience
e. The concessions.
6. Which of the following is a disadvantage of using postal mail?
a. Time.
b. The dedication.
c. Utility.
d. Lack of cooperation on the part of the recipients.
e. The lack of resources.
7. Which of the following is a disadvantage of using postal mail?
a. The values.
b. The pressures.
c. The influences.
d. Address lists are difficult to obtain.
e. The reference groups.
8. Which of the following is an advantage of using email?
a. The evaluation of alternatives.
b. The search of information.
c. Consumption options.
d. It reaches a very well-defined market.
e. The application of marketing techniques.
9. Which of the following is a disadvantage of using email?
a. The environment.
b. The strategy.
c. There is great network saturation in Mexico.
d. Distribution channels.
e. The adaptation.
10.What can be measured in a telephone interview?
a. Product launch.
b. The degree of retention of listeners and viewers.
c. The replacement of products.
d. The risks.
e. The opportunities.
11. What does the personal interview consist of?
a. The formulation of questions.
b. Segmentation by social class.
c. Interview by mail.
d. It is a structured questionnaire that can contain open questions, closed
questions or both and its application is direct and personal.
e. Management decisions.
12.Which of the following is an advantage of using the personal interview?
a. The offer.
b. More information can be obtained than using other methods.
c. The cost.
d. The competition.
e. The official prices...
13.The sample must meet certain characteristics to achieve its objectives, one of
them being:
a. Representativeness.
b. The leadership.
c. The direction.
d. The attention.
e. The retention.
14. Sampling methods are classified as:
a. Weighted and non-weighted
b. Non-probabilistic and probabilistic
c. Shared and unshared
d. Superfluous and not superfluous
e. Determinants and non-determinants
TOPIC 5.
QUALITATIVE METHODS
Particular objectives
At the end of the course, the student will apply what they have learned about
qualitative research techniques.
Detailed agenda
1. Qualitative methods
2. Group session, observation, in-depth interview
4. Analysis
5. Presentation of information
Introduction
Qualitative studies have currently acquired great relevance for organizations and
within the study of markets the most representative are group sessions, in-depth
interviews and direct observation, which, like a quantitative study, requires a
methodology. and presentation of results.
1. Qualitative Methods
Although qualitative research does not allow us to easily observe the small
descriptive differences of the market, as quantitative research can do, it does allow
us to observe market behavior and relate it to its environment.
2. Group session, observation, in-depth interview
TO. Depth interview
It is a broad interview and considered unstructured due to the way it is presented,

where many answers are sought to indirect or direct questions on a specific topic
and which is based on psychology to provide answers to the information obtained.
The interview seeks information about the personality of consumers and how they
adapt to an environment.
Thus, what the technique seeks is to determine the personality structure of the
subjects to be investigated and how they achieve their adaptation to the social
environment in which that person interacts or lives.
b. Observation
The purpose of this technique is to observe all the facts to which the consumer is
exposed, avoiding visual or physical contact.
A record is kept of all the activities carried out by the consumer, this can be
manual or electronic.
In qualitative research, studies of motives or motivations stand out, which turn out
to be of great help to understand consumer behavior that is not always logical and
rational.
There is also the possibility of observing consumer behavior in completely
artificially controlled situations.
c. Group Session
As with the first point, it is considered an interview in a free and unstructured

format that aims to obtain information from a small group of people. Also, the aim is
to know people's opinions on a particular topic, brand or other element of the
product.
It has three essential elements for its application:

 The group of people to be studied, which should not exceed ten people,
with characteristics that correspond to the target market being studied.
 The moderator , who represents the organization and whose main function
is to obtain information related to the case study in the best possible way.
 Topic guide , which turns out to be the document prepared by the
moderator, where he records the characteristics of the group to be studied
and the lines that will be followed in the group session.
This tool used in market research basically consists of the collection of useful and
valuable information based on the informal meeting of six to ten people with similar
characteristics and representatives of a well-defined segment of the surveyed
population.
Every time the moderator starts the group session, he must establish a climate of
trust with the group in order to achieve maximum use of the information obtained.
The results obtained from this technique should not be treated as conclusive or
representative of the observed population.
In order to plan the conduct of a qualitative study, it is necessary to determine a

methodology that may eventually vary, depending on the product being
investigated, the country where it is carried out and the characteristics of the
organization that requests it.
In essence you can follow a pattern:

 Determine the problem.
 Determine the objectives of the research.
 Define the moderator profile.
 Delimit the topic guide.
 Analyze the information obtained.
 Make a report.
4. Analysis
Qualitative research is situations where the researcher must be a person with

experience and knowledge, since his or her function is for the interviewees to
express their beliefs, frustrations or feelings and the information provided by them
is of the greatest use.
There is no model to define the way in which the information obtained will be
analyzed, since this analysis may vary depending on the product or service in
question.
5. Presentation of information
For the presentation of the results obtained in a qualitative study there are two
essential rules to follow:
 The first has to do with the presentation of the information, since it must be
expressed in such a way that whoever is going to consult it always has
content expressed in technical form, which only those who know research
will easily understand.
 The second corresponds to providing the information in such a way that
anyone unfamiliar with an investigation finds the information easy to access.
KINNEAR, Thomas and TAYLOR James, Marketing Research, McGraw Hill,

Mexico 2003.
MALHOTRA, Narres, Market Research , Pearson, Mexico 2004.
WEIERS, Ronald, Marketing Research , Prentice Hall, Mexico 1995.
Learning activities
A.1. Prepare a table of advantages and disadvantages of observational research

and group sessions.
A.2. Determine the best method to obtain information regarding breakfast options
that a hospital that receives people mostly for major medical check-ups should
present. Justify your answer.
A.3. Describe what observation method you would recommend to avoid crowding
on public transport during rush hour. Justify your answer.
A.4. Select several magazines where women appear on the cover and determine
by observation in which cases they are used as an object. Justify your answer.
TO 5. Conduct an in-depth interview with your friends or family and use a topic
such as the World Cup to find out their points of view on the topic, regardless of
whether they are a fan of this sport or not. Prepare a report of the results obtained
and add your personal comment. Justify your answer.
1. Define what an in-depth interview is.

2. What is the objective of the in-depth interview?
3. What is a group session?
4. What is a topic guide?
5. In essence, what is the role of the moderator in a group session?
6. What is direct observation?
7. Name one advantage that direct observation offers.
8. Name one disadvantage of direct observation.
9. If direct observation is added to the in-depth interview, what benefits does
it entail?
10. Who makes up a group session?
1. What is motivation made up of?
a. Desires and needs.
b. Values.
c. Feelings.
d. Logical reasoning.
e. Irrational impulses.
2. There are two types of motivations, one of them is:
a. Monetary.
b. Ethics.
c. Logics.
d. Physiological.
e. Of fun.
3. The other type of motivation that exists is:
a. Of affection.
b. Of recognition.
c. Of security.
d. Of superiority.
e. Psychological (secondary, learned or social).
4. Which of the following is a science of behavior?
a. The philosophy.
b. The maths.
c. The Chemistry.
d. The sociology
e. Physics
5. The selection of stimuli becomes part of the experience from what points?
a. Monetary.
b. Physicists.
c. Religious.
d. Sports.
e. The relative intensity of the stimulus.
6. What are the qualitative techniques most used by researchers?
a. Telephone and postal survey.
b. Personal and mail survey.
c. Internet and fax survey.
d. Group sessions, in-depth interviews and observation.
e. Economic and statistical models.
7. What is the in-depth interview?
a. It is knowing the preferences of consumers.
b. The purchase decision.
c. The uses of the product.
d. It is determining the structure of the personality to achieve its
adjustment in the social environment.
e. The attitude.
8. What are group sessions?
a. Work meetings.
b. Work relationships.
c. Parties.
d. Consumer group
e. Board of executives.
9. What other names are group sessions known by?
a. Party.
b. Marketers Corporation.
c. Investigation and development.
d. Teachers' congresses.
e. Focus groups.
10. What are the specific uses of group sessions?
a. Finished primary.
b. Concept tests for new products.
c. Social service in some government institution.
d. Friendly treatment.
e. Group management
11. What are the types of observations that can be made?
a. Inflation.
b. Observation in natural situation.
c. The objectives.
d. The profit rates.
e. The monopolies.
12.What are the advantages of observation?
a. Structured observation.
b. Ethics.
c. Logics.
d. The behavior is recorded at the time it is performed.
e. Of fun.
13.What other derived methodologies exist?
a. The cinemas.
b. The amusement parks.
c. Semiology.
d. Technological advances.
e. The natural classification.
14.What is a disadvantage of observation?
a. The attitude.
b. The arrogance.
c. The injustice.
d. The difficulty of observing aspects such as motivation, habits, etc.
e. Ease of exercise.
15.What other derived methodologies exist?
a. Oratory.
b. Political speeches.
c. The globalization.
d. The creative groups.
e. The observation.
TOPIC 6.
SPECIFIC TECHNIQUES
Particular objective.
Upon completion, the student will know and evaluate the specific techniques of
market research
Detailed agenda
1. Specific techniques.
2. For market research.
2.1. Measurement of attitudes.
2.2. Projective techniques.
2.3. Preceptual maps.
3. Specific market research.
3.1. Advertising research.
3.2. Product/price research.
3.3. Distribution research.
3.4. Other specific investigations.
Introduction.
Market Research for most studies requires that the student understand the
different techniques with which they will carry out their analysis of the information,
among the most used are:
 measuring attitudes,
 projective techniques and
 preceptual maps.
On the other hand, there are different techniques and market studies that are
applied to specific situations. Among the most used are those related to price
research, advertising, distribution and all those strategic activities that are
generated in the market. marketing area.
1. Specific techniques
There are a whole series of techniques that serve as tools to carry out qualitative
research, the best known are the projective techniques that are explained in detail
later.
2. For market research
Consumer behavior is not always logical and establishing their deepest motives
and attitudes is not always an easy task, which is why the work of market research
becomes more delicate and requires the support of deeper studies on behavior.
human, that allows us to understand their actions and develop strategies that
strengthen decision-making.
2.1 Measurement of Attitudes
Attitudes are part of human behavior, which leads market research to be interested
in studying them.
Attitude is a mental state that predisposes the individual to action and that will
respond in a certain way when subjected to a stimulus, both physical and mental.
Attitude Rating Scales
There are many ways to classify attitudes, the most important ones are listed
below:
2.2. Projective Technique.
It is a way of making a person, by asking indirect questions, allow them to project

their beliefs, frustrations and feelings to a third party.
These techniques derive from clinical psychology methods and allow us to know
the respondent's attitudes, opinions, motives and behaviors.
There are different projective techniques :
a. Word association tests.

b. Sentence completion method.
c. Use of the third person.
d. Use of role-playing.
e. Thematic perception tests.
2.3. Preceptual Maps
Preceptual Maps serve to review the positioning of products and/or services in a

given market, also to find market opportunities and verify the positioning and
repositioning of products and/or services.
Currently, preceptual maps are included in studies of consumer habits, image, and
attitudes.
They are visual representations of the consumer's ideas regarding a product,

brand, company or any other object in two or more dimensions.
3. Specific market research
There are different applications for market research, those used to a greater extent
are advertising, but they also exist for products, services, distribution and
promotion. A brief explanation will be given in the following points.
3.1. Advertising research

Commonly used to measure advertising impacts, they are applied before, during
and after the creation of an advertising campaign, seeking the opinion of the target
market about a specific campaign.
This type of research defines the advertising strategy, emphasizing visual

communication and helps the creative to understand consumer behavior.
It essentially measures how it is disseminated, how it is informed and how a

consumer is efficiently reminded about the products and/or services that the
organization disseminates. They are also known as pre-test and post-test.
3.2. Product/price research
Organizations are currently concerned about knowing more about their customers
and how they will face the competition, which forces them to carry out more studies
on products and services and how they will achieve maximum customer
satisfaction. The most common investigations into products refer to the brand,
packaging, packaging, label and packaging, since these elements of the product
are essential for its optimal marketing. Usually the aim is to identify the tastes and
preferences of customers and how to face the competition.
3.3. Distribution research
Currently, organizations are concerned about distribution, since this has become a
successful strategy for many organizations worldwide. For this reason, what is
sought here is to identify the distribution channel according to the product being
sold. try, choose the best means to reach the consumer and carry out the
necessary audits for the best control and display of merchandise.
3.4. Other specific investigations
There are also other types of studies that are carried out to measure product
exposures at the point of sale, measure the presence of the brand at the point of
sale, display, among others, and that help by providing information related to the
products and their competition. .
This type of research is very useful when reaching unknown markets or ones that
had not been faced directly, either because an intermediary was used or because
there is growth in the product category.
Bibliography of topic 6.
KINNEAR, Thomas and Taylor, James, Market Research , McGraw Hill, Mexico
2003.
MALHOTRA, Narres, Market Research , Pearson, Mexico 2004. WEIERS, Ronald,
Marketing Research , Prentice Hall, Mexico 1995.
Learning activities
A.1. Investigate the use of projective tests in market research and prepare a
summary, using the bibliography presented for this unit.
A.2. Investigate and prepare a comparative table of the different types of specific
research.
A.3. Differentiate between the cognitive, affective, and behavioral components of

attitude and give an example of each component.
A.4. Build a questionnaire made up of five questions and with them evaluate a
department store in the Federal District.
TO 5. Build a Likert scale and use it to measure the attitude towards an object of
your choice. Include a minimum of four statements in the scale. Use the books
presented in the bibliography.
1. Briefly explain what a projective technique is.

2. Give the concept of perceptual map.
3. Explain how the third person technique works.
4. What is the word association technique?
5. What is attitude measurement?
6. What is drawing frustration as a thematic perception test?
7. What are thematic perception tests?
8. What is the third person technique?
9. What are Category Rating Scales?
10. What are Graphic Rating Scales?
1. This technique allows the subject to be shown a series of words, some of which
are neutral and others closely related to the topic of the study.
a. Sentence completion.
b. Word association.
c. Story completion.
d. Projective techniques in combination.
e. Thematic perception test.
2. It is a version of the thematic perception test that uses a cartoon drawing for
which the interviewee suggests a dialogue in which the characters could relate.
d. Drawing frustration.
3. Projective technique in which the interviewee is asked what a third person does
or thinks about a product.
c. Story Completion
d. Drawing frustration.
4. Projective technique in which respondents are asked to complete several
incomplete sentences with the first word or phrase that comes to mind.
d. Projective techniques in combination.
5. Attitude is a mental state that predisposes the individual to respond in a certain
way when subjected to a certain stimulus.
a. Preceptual maps.
b. Projective technique.
c. Direct observation.
d. Measurement of attitudes.
e. Word association.
6. Here the subject to be investigated is asked to classify an object by comparing it
with a reference object.
a. scales by constant sums.
b. scales by paired comparisons.
c. category scales.
d. scales in rank order.
e. rating scales.
7. The subject to be investigated must order several objects according to some
criterion, which can vary from the quality to the taste of a drink.
a. scale by reference alternative.
b. category scales.
c. scales by paired comparisons.
d. category scales.
e. scales in rank order.
8. Although similar to the graphic rating scale, here the subject has to select from a
small number of categories instead of placing a mark.
a. scale by reference alternative.
b. category scales.
c. scales by paired comparisons.
d. category scales.
e. scales in rank order.
9. People who undergo this test must assign a certain number of points between
several objects, based on certain criteria.
a. scales by constant sums.
b. scales by paired comparisons.
c. category scales.
d. scales in rank order.
e. rating scales.
10. In the product/price research we seek to identify:
a. place and the services provided by the store.
b. the most appropriate study of the services.
c. the taste and preference of the client.
d. the desire of the businessman.
e. price of competing products.
TOPIC 7
EXECUTION OF MARKET RESEARCH.
Introduction.
The process of executing market research is to implement each of the necessary

steps to reach a final objective, responding to our research objective.
All market research requires exhausting research work, from collecting information,
processing it, verifying whether the means of data collection were adequate,
analyzing and collecting the information in a way that is easy to understand and
useful for the investigation, and Finally, prepare a final report, where all the
information collected and analyzed presents a result, whether positive or negative,
giving answers to the objective of the investigation.
Sample Preparation
The procedures used for statistical sampling are supported by a sampling frame
that includes all elements of the population to be consulted.
The framework is the basis for extracting the sample and obtaining it constitutes a
fundamental task in this phase. In conclusive studies, the sampling frame
guarantees the representativeness of the sample. To build the sampling frame in
commercial research, a list of clients, commercial entities and similar
establishments should be consulted, which will provide very important information
about the population for which the study has been conducted.
Data Collection
This is the longest and most expensive stage in the research process and in it
primary data is collected that is obtained directly from the sources to be
investigated through direct communication with people, observations of facts,
events and objects. This process is also often called field work.
In this phase, secondary data are also collected, which are obtained from files and
information systems related to the topic to be investigated; of specialized offices
that are dedicated to providing information in this regard; unions and organizations
that have data and reports on the topic that encourages research to be carried out.
The tasks included in field work make up a set of logistics operations that range
from:
 Hiring of interviewers, Supervisors and Personnel who will work in the plant
to follow up on the investigation and the processing of the collected data.
 Training of interviewers and other personnel who would intervene in the
execution of the investigation.
 Scheduling the interviews.
 Conducting the interviews.
Data Processing
Data constitute the raw material in market research, but they must necessarily be
processed for interpretation and analysis. For these purposes, the duly completed
records are tabulated or transferred to a safe and suitable instrument that allows
the information to be purified, classified, analyzed and presented in a clear and
reliable manner.
For this phase, a system that allows processing large volumes of data to convert
them into useful information is pertinent.
The raw data from the information collection instrument used in the research must
previously meet the following requirements:
 Definition of the variables and codes that facilitate the classification of the
information obtained through the research.
 Choice of resources, equipment or appropriate means for processing
information.
 Establish the appropriate method or means to purify and classify the
information collected and its appropriate presentation, interpretation and
analysis.
Analysis of results
The analysis of information will result in the arrival of conclusions that will
demonstrate the results of the research carried out; But to get here it is necessary
to use special analysis tools that provide an objective and relevant basis for the
interpretation of results.
1. Field work
When we talk about field work we mean physically collecting the information and
everything that this entails.
Collecting information involves:
 Find the people we have to interview.
 Management and administration of the questionnaire.
 Registration of information.
 Checking that everything has been done correctly.
Field work process.

 Plan field work : we place special importance on time and available
resources. With the analysis of resources and needs, the temporal
distribution of field work and the number of interviewers that make up the
field team can be established.
 Selection of field personnel: we must take into account the characteristics
of our research (objectives, audience), and also the characteristics of the
personnel that we are going to select. In principle, field personnel are
subcontracted. The selection itself can be carried out by different
procedures. When it is the research team itself that forms the field network,
the entire team must be selected and recruited. If it is a company
specialized in field work, it will already have a large group of researchers,
and will be aware of their own skills. In this case, the recruitment of new
interviewers is usually carried out gradually.
Interviewer training.
 General: it is included in what is called the interviewer's manual. It is

general training in commercial research, training courses that improve the
basic qualities of any aspiring interviewer.
 Specific to our specific research (briefing ): it is the training that is given
for each study in particular, what are the objectives of the study, who we are
interested in collecting information from, what sampling method we have
selected, places and times of selection of the interviewed. All this is included
in the briefing.
 Supervision and control of field work: on the one hand, the aim is to
verify that all the data that should have been collected have been collected,
and on the other hand, to verify that the data have really been collected as
they should have been collected. The control refers to the fact that all the
questionnaires are fully completed, which means they are reviewed by the
interviewer himself and his direct supervisor. If any questionnaire is
incomplete, it is discarded. In supervision, one must be certain that the
information has been collected in the manner in which it should be. The aim
is also to know whether the interviewers have carried out the interviews with
the people indicated to them, so that the quotas are respected. and the
established conditions.
Evaluation of field work.
It can be carried out based on different criteria, but we are going to focus on two:
 Economic criterion: focuses on the cost per valid interview. This type of
remuneration is strongly related to the form of remuneration of the field
team, since if remuneration is only based on an amount per valid
questionnaire, all interviewers are equally profitable.
 Profitability criterion: refers to the number of valid questionnaires per unit
of time.
1.1. Application of questionnaires.
It is the best-known method of data collection and with which the public is most
familiar.
Advantages.
 Diversity: The greatest advantage of the questionnaire is that an infinite

number of tools and questions can be included. Through a questionnaire,
not only the consumer's purchase frequencies of a beer brand can be
measured, but also their attitudes, motivations and tastes. In the next
chapter we will see some techniques for designing versatile questionnaires.
 Speed and cost: The questionnaire is a much cheaper and faster method
than observation. To find out consumer attitudes toward an orange juice
packaging label, the questionnaire method could be used and the public
interviewed asking them what colors they prefer, what the color of the label
suggests to them, and what improvements could be made to the packaging.
If the observation method were tried to solve the same problem, the
researcher would have to install a television camera inside the store and
carefully see what the public does every time they pass by the shelf and
select the product. This last method is, of course, much slower and more
expensive.
Disadvantages.
 Reluctance to answer: Sometimes interviewees resist answering with

sufficient accuracy and without ambiguity. Solving this problem depends
largely on the skills of the interviewer. For example, surveys carried out by
universities among the general public and administered by students can be
positive, because the interviewees answer all the questions that they would
be reluctant to answer by other means. When interviewees do not wish to
provide truthful answers, it is best not to respond.
 Lack of information: On other occasions, the interviewee cannot
collaborate in the investigation, because he or she does not have the
information, or has forgotten it, or needs to carry out a series of processes
to obtain it. When the interviewee does not have the information, it is not
worth trying to force him to answer. However, if you do not remember the
data, or need to perform some type of calculation to obtain it, it is
recommended that you be stimulated.
 Influence of the interrogation procedure: It may be that there are a series
of alterations in the answers, due to biases in the sample, poorly asked or
biased questions, or the lack of skill of the interviewer. All these possible
errors can be minimized by taking special care in each of the steps.
Types of questionnaires.
Questionnaires can be carried out using formal lists of questions that are asked
according to what is written, or questionnaire studies can be carried out without a
formal list of questions.
With these classification bases, we have four types of questionnaires:
 Structured - not disguised: In this type of questionnaires, a certain logical

order is followed in the questions, in addition to the fact that the interviewee
can fully realize the purposes pursued by the researcher.
 Unstructured - undisguised: There are three different kinds of reasons
why people buy:
o The reasons that are part of the person's own goals or attitudes
o Reasons that are a result of external influences such as advertising
o The reasons based on characteristics of the product itself.
 Unstructured – disguised: They are an excellent method for people to
express their emotions and attitudes towards a product spontaneously and
honestly. However, this tool sometimes presents some problems, especially
when session participants feel observed. For this reason, clinical
psychologists have developed disguised methods that serve to gather more
in-depth and precise data related to the attitudes and motivations of
consumers, so that the interviewee does not know the objective of the study.
 Structured – disguised: In this type of case, the interviewee does not know
why certain questions are asked, and for this reason he does not show bias
in the response. These techniques are based on the theory that knowledge,
perception and memory are conditioned by attitudes. For example, if a
person belongs to a political party, they will read more, attend more and
know more about it than someone who does not belong to this party, which
means that they will have a favorable attitude towards said party.
1.2. Observation.
The observation technique is a research technique that consists of observing

people, phenomena, facts, cases, objects, actions, situations, etc., in order to
obtain certain information necessary for an investigation.
The observation technique is usually used mainly to observe consumer behavior;

and, generally, when using this technique, the observer remains covert, that is, the
study subjects are not aware of their presence.
We can use this technique naturally, for example, by observing behaviors as they
occur in their natural environment; or based on a structured plan, for example,
creating situations where we can observe the behavior of the participants.
In order to use this technique, first of all we must determine our objective or reason
for research and, secondly, determine the information that we are going to collect,
which will allow us to meet our objective.
The advantages of using the observation technique is that it allows us to obtain

precise information that we would not otherwise be able to obtain, for example,
information about spontaneous behaviors that occur only in everyday life and in
their natural environments, or information that people would not be able to obtain.
or they did not want to provide us for various reasons. Likewise, another advantage
is that it is a low-cost and easy-to-apply technique.
However, among the disadvantages of using this technique are the fact of not
being able to determine emotions, attitudes, or the motivations that lead a
consumer to perform an act. Therefore, it is always advisable to use it together with
other research techniques.
2. Execution of qualitative techniques.
Qualitative research allows us to recover from the person (client / consumer) their
experience, their feelings, their opinion regarding what is being investigated, learn
about their habits, customs, culture, ways of thinking and proceeding.
It is advisable, among other cases, when the research topics can be individualized:
knowing management styles and their impact on the growth of the organization or
knowing how consumers think about the benefits of a product or service, also when
it is difficult to quantify. critical results: perception of the results of a change in the
product and its distribution, image changes of a brand or the organization.
Qualitative research involves the collection, analysis and interpretation of data that
are not objectively measurable, that is, they cannot be synthesized in the form of
numbers. However, this does not imply a lack of objectivity of the results obtained
through qualitative research.
Qualitative techniques are used in exploratory research, that is, those that try to
collect broader and more general information to focus on the object of study or
reflect a specific situation.
There are three types of qualitative research, whose applications basically focus on
the following aspects:
 Exploratory: aimed at defining the problem, establishing hypotheses to be

tested in subsequent investigations, generating concepts of new products or
services, proposing solutions to problems, determining what characteristics
are required of the products, knowing the consumer's reactions to a new
product, presenting questionnaires. structured.
 Guidance: focused on educating the researcher in an environment that is
not familiar to him, whether in terms of needs, satisfactions, situations and
problems of use, consumer vocabulary, etc.
 Clinic: aims to achieve a deeper vision of a certain topic that, with other
more structured techniques, would be impossible to know.
The techniques that make up qualitative research are:
 In-depth interviews : it can be defined as an unstructured personal

interview in which each interviewee is sought, individually, to freely express
their opinions and beliefs on a topic under analysis.
 Interviews in meetings or group dynamics: they have their origin in the
group therapy methods used by psychiatrists. Through this technique, a
moderator introduces a topic of discussion to a group of individuals, giving
them the opportunity to interact with their comments and opinions directed
at all times towards the analysis objectives, thanks to the skill of the
moderator.
 Projective techniques : It has its origin in clinical psychology. It covers a
set of techniques aimed at understanding the reasons for the individual's
behavior. By presenting a series of ambiguous stimuli, they are asked to
explain and interpret them, thus projecting the individual and revealing their
most intense values, feelings and beliefs. These are techniques for
collecting indirect, unstructured information, which are generally used in
conjunction with in-depth individual interviews.
 Creativity techniques : Creativity techniques have multiple other
applications in addition to those that will be attempted to be described in
market research. They focus on intensive processes of creating different
ideas, usually for solving new or atypical problems.
3. Processing.
Data processing typically refers to electrical, electronic, or mechanical techniques

used to manipulate data for human or machine use. Of course, since much
progress has been made in comparing computers and brains, why not reverse the
situation and claim that the brain is capable of processing data?
 Data: A data is a linguistic or numerical symbol that represents either

something concrete or abstract. "1, 2, 3" is data. At the time of linking data
such as "1, 2, 3" = "daily sales for January 1,2,3", the data becomes
information. It is common to confuse data with information.
 System: As the set of interrelated individuals, objects, etc. that serve the
same purpose, that is, that perform the same function with the same
purpose. The members modify each other, and external agents modify the
system.
 Processing: This is the action (whatever it may be), that is executed, in this
case on the data, and that achieves a transformation in it. Then we can
conclude that Data processing is any ordering or processing of data, or the
basic elements of information, through the use of a system. Then some type
of transformation is achieved on the data. It is this transformation that turns
data into information. From what moment does data become information?
Good from the moment in which that data (already processed) becomes
useful for a certain person.
Whoever processes the data performs quality control on it, but how does he know
if his work has finally fulfilled its objective or not? By receiving an intelligent
response from the other. We can then summarize the data processing system in
the following synoptic table:
Data Processing System:
What are Data Processing Systems used for?
Processing data is generating information for decision making.
To understand the correct definition of data processing, we can talk about the
mathematical model. This is the representation of something through numbers and
operations between them. What is the mathematical model for? For example, a
sale cannot be seen literally, so the mathematical model makes an invoice, which
represents an act of purchase and sale. This is the way in which a situation that
cannot be represented is resolved using a system. In reality, this is transmitted in
all areas of life. For example, the knowledge one has is always relative to a model.
What we have to learn from the Data Processing System are its invariant elements:
data, process and information concept. All of this makes up a model.
The rest depends on us and our willingness to do something. We provide the data,
we invent the programs and we obtain the results. That is to say, the process
begins and ends with us.
So, we can say that processing data is:

 Prepare the necessary administrative rules so that the data reaches the
process in a timely manner.
 Know what is going to be done with that data.
Each process aims to obtain specific information. Once the process is obtained,
someone observes the result obtained by our system and analyzes its coherence
(operation previously mentioned as “Quality Control”).
The data and its process:
Data is everything that enters my process. Every process consists of four constant
and invariable subprocesses:
 Income (data)
 Memorization
 Process
 Output (Information)
In a process there can be different variations. It may happen that there is no data
transformation. This case would occur when, for example, I enter a list, which
already, in fact, makes up a list, but when I obtain it ordered to print it there is a
process.
3.1. Verification of the questionnaires and their editing.

When you design a survey, the overall format and arrangement of items are
important from beginning to end. A poorly designed survey can lead to
respondents skipping questions or deciding not to answer your survey at all. It is
helpful to start with an introduction that explains the purpose of the survey.
Within the introduction, include the following elements:
 Name of the organization carrying out the survey.

 The confidentiality information and how the collected data will be used.
Many participants worry about security regarding their answers. Receiving
this information before starting the survey gives participants some peace of
mind.
 Estimated time needed to complete the survey.
 Information related to any incentives or prizes awarded for completing the
survey. Remember to send the gift you promised.
 Instructions for navigating the survey.
The questionnaires would need adaptation or preparation by the auditor at this
stage. However, before preparing the questionnaire, the auditor should determine
whether the purpose (function) and format of the questionnaire are described by
the audit procedure or whether personal preferences can be used. This is not a
requirement of the standard but there are companies that have documented how to
prepare their checklists or questionnaires and must comply with their procedures.
The format of the checklist or questionnaire can vary considerably, and will depend
on whether it is intended to be used as a memory aid or as part of the audit records
showing the scope and behavior/development of the audit.
The former may consist of only general topics to be covered during the audit, while
the latter may be an extensive and detailed questionnaire in which details of
examples, samples and answers to questions must be recorded.
Content of Checklists or Questionnaires
Regarding the content of an audit checklist or questionnaire, there are a number of

general points that should be considered when auditing any procedure or
geographic area, and each of these should be considered when preparing the
questionnaire to following:
 Availability of procedures and work instructions;
 The authorization, issuance and control of modifications to procedures, work
instructions and associated documents.
 The training/experience/qualifications of the personnel who carry out work in
the area and their understanding of the procedures they require for their
application.
 The effective and correct implementation and use of the procedures.
 Calibration and control of equipment (where required and that affects
product quality)
 The total and correct distribution and use of documents and forms.
 The correct filing of documents, forms and other quality records and their
maintenance to ensure their recovery.
In addition to using checklists or questionnaires, during the interview to be carried

out, the auditor can carry out verification of procedures and records against the
observed practice as indicated below:
 Verify that each step of the activity is carried out as described in the
applicable quality document.
 Verify that each space in the records is filled out, signed and dated when
required.
 Verify the use of updated document revisions.
 Check if there are any hand-made corrections in documents or records.
 Completely review some documents.
3.2. Coding.
One of the ways in which data can be captured accurately and efficiently is by
using it as knowledge of various codes. The process of putting ambiguous or
problematic data into a few easily captured digits or letters is called coding (not to
be confused with program coding).
Coding helps the systems analyst achieve the goal of efficiency, because data that
is coded requires less time to capture and reduces the number of concepts
captured. Encoding can also assist in the proper reordering of data at a later point
in the data transformation process.
Additionally, encrypted data can save valuable memory and storage space. In
short, coding is a way to be eloquent, but succinct, in data capture.
It refers to the process of grouping or assigning numerical codes to the various

answers to certain questions. Most interview questions are closed-ended and pre-
coded, meaning that numerical codes are assigned to the various responses in the
questionnaire itself.
Coding process.
The coding process for responses to open questions is as follows:
 List the answers: Coders at the research company prepare lists of the
actual answers to each open-ended question. In studies of a few hundred
interviewees, it is possible to list all the responses. In the case of larger
samples, the responses of a sample of interviewees are listed. Listing
responses may be done as part of the editing process or as a separate step,
often by the same individuals who edited the questionnaire.
 Consolidate responses : Examination of this list indicates that several
responses can be interpreted as meaning essentially the same thing;
Therefore they can be consolidated into a single category. This
consolidation requires several subjective decisions, these decisions are
generally made by a qualified research analyst and may require client
collaboration.
 Determine Codes – A numerical code is assigned to each of the categories
in the final consolidated list of responses. Example of code assignments for
the study of the beer sample.
 Enter the codes: once the responses have been listed and consolidated
and the codes have been determined the last step is the actual introduction
of the codes; This involves several secondary steps.
o Read the answers to the individual open questions.
o Match individual responses to the consolidated list of response
categories and determine the appropriate numerical code for each
response.
o Write the code in the appropriate place in the questionnaire for the
answer to that question.
3.3. Generation of the data matrix.
The data matrix is a way of ordering the data so that its structure (tripartite or
quadripartite) is visible and is of utmost importance in all research because it is the
orderly and structured way of interpellating reality with theory to make it intelligible (
understandable).
Now, to prepare a Data Matrix, the researcher must previously collect data through
the development, pretext and administration of some research technique that fits
the problem, the objectives of the study and the nature of the study. For example, if
the problem and objectives fit a quantitative study, the most convenient would be to
use the survey or questionnaire as a technique and prepare a data matrix, on the
other hand, if the intention is to use content analysis as a technique to To carry out
a quantitative study, instead of preparing a matrix, the most appropriate thing will
be to construct a spreadsheet or schedule that allows the information to be coded
and tabulated.
If the study is qualitative in nature and unstructured observation is chosen as a

technique, the most appropriate thing would be to keep a record through field
notes.
In short, there can be many variants, what is intended to be highlighted is that it is

not always necessary to construct a data matrix similar to the one that will be
presented later.
In addition to supervising field work, a review of the records obtained must be

carried out using different techniques. If it is a questionnaire or a survey, the forms
or records must be reviewed to control the percentage of responses, their quality,
the coding of the questions, the monitoring of the filter questions, etc.
Therefore, there must be correct editing of the records. If you work with qualitative
techniques such as, for example, an unstructured interview or unstructured
observation, you proceed in the same way. Once the field work and the editing of
the data obtained have been carried out, it is necessary to process the data, that
is, they are prepared to be analyzed. For this, two data processing techniques are
used: coding and tabulation. The above is valid, as far as coding is concerned, for
both a quantitative and qualitative methodological perspective.
4. Data analysis.
Once the data collection process has been developed, the raw data from the
instrument used for this purpose will be converted into a legible and
understandable form for subsequent analysis.
For this, the following sequence will be taken into account:
 Verification and editing of acceptable questionnaires : Each
questionnaire will have a review stage, where the data obtained will be
verified, that is, that they are well answered (complete), look based on the
answers given if they were well understood, that the elements of the sample
are those who answered the survey, etc. For this purpose, the percentage of
defective questionnaires allowed will be 5% of the total. If the percentage is
higher, they will be sent again to field work and the questionnaires will be
formulated again.
 Editing and cleaning of data : The data to be processed will be legible, so
that it can be easily understood; consistency, that they are in accordance
with the objectives of the study and with accuracy, since they will be
evaluated according to a series of parameters to verify if they were obtained
honestly by the interviewers. The data will be processed and analyzed using
software intended for this. SPSS and Microsoft Excel will be used, programs
designed to perform statistical analysis, with a user-friendly environment,
through interfaces that are easy to handle and understand.
Statistical tools.
For correct data analysis, the following statistical aids will be used:
 Cross tabulation: Data tabulation that consists of identifying a relationship

between variables, describing two or more variables simultaneously and
resulting in tables that reflect the joint distribution of the variables with a
limited number of categories or distinctive values.
 Inferential statistics tools: Chi-square tests to test the statistical
significance between the relationship of variables.
 Relationship analysis procedures : Regressions to verify the degree of
dependence and relationship between variables.
 General analysis procedures: Statistical graphs to evaluate proportions,
frequency histograms, hypothesis tests to evaluate them, etc.
Once the collection, coding and tabulation of the data has been completed, the
stage of analysis and then interpretation of the data follows.
 The analysis consists of separating the basic elements of the information

and examining them with the purpose of answering the different questions
raised in the research.
 Interpretation is the mental process through which we try to find a broader
meaning of the empirical information collected.
4.1. Descriptive analysis.
The first step in data analysis, once the data has been entered, is to perform a
descriptive analysis of the sample. This analysis will allow us to control the
presence of possible errors in the data entry phase, that is, we will detect values
out of range (e.g. e.g. a weight of 498 Kg is clearly a strange data), or the presence
of missing values. This initial analysis will also provide us with an idea of the shape
of the data: its possible probability distribution with its centralization parameters;
mean, median and mode; as well as its dispersion parameters; variance, standard
deviation, etc.
This analysis is very basic. Although there is a tendency to generalize to the entire
population, the first conclusions obtained after a descriptive analysis are a study
calculating a series of measures of central tendency, to see to what extent the data
are grouped or dispersed around a central value. This is what a rough concept
might be.
Logical structures of descriptive analysis
Among the options that were listed above, the most salient clues for selecting the
analysis method can be obtained by looking at the data extent and the time
perspective. Once you have decided on these, you can find in the cells of the table
below the usual analysis methods for each approach. The third taxonomy that was
mentioned above, regarding the existence of the previous theory, is of minor
importance and you can take it into account later when adjusting the method.
4.2. Inferential analysis.
Inferential analysis is used only in correlational studies; this is done through the
results obtained by crossing the independent variables with the dependent
variable. Through the results obtained in the tables generated by the statistical
program, it can be inferred whether the independent variable under analysis
influences the dependent variable and whether this influence is significant or not.
Hypothesis Testing
According to the inferential analysis, it can then be stated whether the null
hypothesis is accepted, or the null hypotheses that were raised in the
methodological chapter of the correlation study, or if the null hypothesis is rejected,
accepting the alternative.
The objective of content analysis is to make inferences, when the content of the
messages is analyzed to support conclusions not related to the content, then the
research acquires an explanatory or inferential character.
There are two categories of inferences:
a. Those that refer to the origin, causes, conditions, background of the

communication and especially its author, these inferences respond to the
questions <who> and <Why>.
b. The second is made up of inferences that refer to effects or results of the
communication and the analysis answers the question.
Combining the contributions of Berelson and Holsti, the following classification of

inferential content analysis is obtained:
 Analysis to make inferences about the causes, producers or background of

the communication.
 Analysis to identify the intentions and other characteristics of the creators of
the communications.
5. Investigation report.
This phase includes the presentation of the results of the research carried out; Said
report can be presented in three ways:
 Written report: Consists of an introduction; the statement of the problem

and the objectives of the research; description of the methodology used in
the research; the limitations of the research; the results that make up the
central body of the research; and finally the conclusions and
recommendations.
 Audiovisual Report: Under this modality, the report is usually presented
through data show projections, relying on extra visual materials to capture
the audience's attention.
 Verbal Report: It is the most difficult report to present, since it must follow a
logical sequence that allows the content of the investigation report to be
exhausted in an orderly manner; For this reason, the use of guide sheets is
recommended during the development of your presentation.
5.1. Investigation report.
Elements of a research report
1. Cover: Includes the title of the research, the name of the author or authors
and their institutional affiliation, or the name of the organization sponsoring
the study, as well as the date the report is presented.
2. Report index: Includes the titles of sections and subsections and their
relative location in the body of the report.
3. Summary: It constitutes a concise version of the problem statement,

objectives, method, most important results and the most relevant
conclusions. Its maximum length may vary, depending on the length of the
work, between 120 to 320 words.
4. Introduction: Includes the motivation or statement of the problem, the
background of the problem (objectives, hypotheses, research questions and
justification –importance- of the research), methodology used; including
definitions, variables, advantages and limitations of the method.
5. Theoretical framework: It constitutes the frame of reference of the work,
and includes the historical background and/or fundamental knowledge of the
topic found in the literature, a product of the bibliographic review.
Sometimes the theoretical framework is presented as part of the
introduction.
6. Experimental Part – Method: Describes how the research was carried out,
with such clarity that it can be completely reproduced; includes:
a. The experimental design; description of the system under study
(Universe and sample). Data about the risks implicit in the execution
of the experiment; such as tables of toxicities, risks of fire or burns,
etc., and data collection instruments, errors and reliability of the
measurements.
b. Procedure; summary of each step in the development of the
research.
When methods or procedures already described in the literature are used,
the corresponding references must be cited.
7. Results and discussion of Results: In this section the researcher limits
himself to describing his results through the use of tables, charts, graphs,
drawings, diagrams or maps. Each of these elements must be numbered
and accompanied by an explanatory text or title. The discussion will be
carried out with reference to the objectives of the work and the background
obtained from the review of the bibliography. In general it is written in the
past or impersonal present (third person). This is undoubtedly one of the
most important parts of the report and where the researcher develops all his
analytical skills.
8. Conclusions and Recommendations: Conclusions are derived in this
section, and are commonly presented as a summary of the discussion of the
results. Here they make recommendations for other investigations, the
implications of the investigation are analyzed and whether it answered the
questions posed before the investigation or whether the objectives of the
work were met.
9. Bibliography: It constitutes the references used by the researcher for the
elaboration of the theoretical framework and the analysis of the results. The
way of organizing the literature or references used varies according to the
branch of science and the demands of each scientific group; However, in
general, these are organized at the end of the body of the report and in
order of appearance. The format used also varies, but in general the name
of the author(s), the title of the chapter or name of the work is usually written
in quotation marks, the name of the work, the editor, the publishing house,
the site or place of publication, the year of publication and the page(s) of
location in the body of the work. Each of these elements is usually
separated by a comma. In the case of periodical publications, the volume
and edition number will be included after the title of the work, followed by the
year of publication in parentheses and the initial and final page of the article.
10. Appendices: They are useful as support material, to describe certain
aspects in greater detail, without distracting from reading the main text.
5.2. Oral presentation.
To be effective, a report must meet the following requirements:

 Clarity: for a presentation to be clear, the ideas must be clear. Clarity of
language is obtained through the proper construction of sentences, and also
through the accurate use of words. Property is the use of terms, it is the use
of those that precisely express the idea. Approximations should be avoided
and caution should be taken with apparent synonyms.
 This quality of the report, which is largely the result of effective organization,
is achieved by observing the following rules:
o Limit the information to four or five essential ideas.
o Establish the existing relationship between various points presented,
through adequate coordination of them.
o Develop the talk following a previously prepared outline with the
greatest care.
o Make an appropriate selection and use of support materials.
 Concretion : the level of concretion of the language must be adjusted to the
reader of the writing, trying to select the terms most related to their
experience, training or style; The concreteness of the language is improved
when, in addition to the proper construction of sentences and the selection
of terms, it is complemented with figures, examples or precise data. The
facts must contain names, references to places and experiences that
reinforce the facts.
When presenting the facts, the following must be taken into account:
 Do not multiply details and present statistics in round numbers, avoiding

complicated quantities that may cause confusion.
 Support the facts, whenever possible, with graphs, plans, maps or any other
type of visual aid.
Association of ideas: for recipients to better assimilate the facts presented to

them, a connection must be established between what is new and what is already
known, that is, what is familiar to listeners.
Basic characteristics.
Basically, an oral report must have the following characteristics:
 Objectivity : the sender or informant says what he knows and what he has
seen, but does not speak or issue any value judgment, so that the receivers
do not know what the opinion of the speaker is about the facts he reports. .
The presentation is rather done in an aseptic tone, without any attempt at
personal definition on the part of the informant. Correct information will
certainly be one in which the producer tries to place himself on neutral
ground, limiting himself to transmitting, without qualifying them, the facts of
which he has news, and leaving to the audience the work of evaluating each
one according to his personal perspective and his also personal hierarchy of
values. Expose, present what has been read or observed without omitting
evaluative judgment.
 Only the facts count and not the opinions: unless the person reporting
makes a clear and explicit distinction between when he states and when he
gives his own opinion regarding what he states, in the report the facts count
above all and the opinions should not count.
The report presents the facts as in a photograph and in their entirety,
providing data, details and all kinds of elements that allow the audience to
make an assessment that does not correspond to the issuer. The facts and
data must be presented in detail so that the listener can have sufficient
criteria to evaluate. If a personal opinion is to be expressed, it must be
indicated.
 Present, not convince: The person who informs does not intend to
minimally influence the mood of those who listen to him, but simply to send
them some data that he has discovered or collected. Another thing is that
these data have in themselves an eloquence and a meaning that makes all
consideration unnecessary and that for that very reason they produce an
effect, of whatever sign, on the will of those who receive them without
having been influenced by the informant and without that he has tried them
at all.
What clearly distinguishes the report from the thesis speech is that the person who
issues it does not have the intention of convincing, but strictly of informing. The
goal is to present the data as faithfully as possible so that the listener can reach
conclusions. You are not going to convince anyone, just present.
Outline of the report: the outline is like the guide of the report, which allows us to
avoid repetitions and confusion in the presentation of the topic and helps us to
produce ourselves in our own words.
It generally consists of three parts:

 Introduction: which covers the topic and understands the purpose of the
discussion, arouses interest and constitutes the necessary basis to enter
into the analytical examination of the facts. The purpose of this is to
stimulate the listener's interest and may include a summary of the topics that
will be discussed. In addition, new or unknown terms to be used are defined
or clarified.
 Body of the discussion : which is the orderly presentation of the facts,
supported by examples selected to illustrate the information. It is the core of
the report. This is reached once the listener's interest has been awakened.
It is the exhibition itself.
 Conclusion: which is the brief, well-considered and prepared summary,
through which the theme is confirmed, the material presented is gathered
and coordinated and it is shown that the objective has been, or can be
achieved. It comprises a summary of the basic ideas presented and its
purpose is to record the ideas presented in the listener's mind.
The process of ending a meeting includes three phases:
 Prepare the group for the conclusion.

 Summarize the resolutions and the most notable points of view of the
exhibition
 Express gratitude for the work done.
Report Phases
To be effective, that is, to meet the objectives pursued, the report must go through
various phases, such as provoking the attention of the recipients or receivers,
motivating them, presenting the topic and finally achieving their understanding and
acceptance. .
The attention of the listeners should be provoked through the introduction:
 Through a bold statement that causes impact.

 Through a funny anecdote or a lived example.
 Through a clever or well-placed question.
Next it is necessary to motivate the listeners. That is, convince them of the need to
have this information, which is achieved:
 Highlighting the importance of the issue or topic and pointing out what it
represents for them personally and in their future development.
 Illustrating this importance through data and figures of the highest reliability.
 Specifying the relationship that exists between the topic discussed and the
interests of the listeners and recipients.
Then we must move on to the presentation, in which special care must be taken to
achieve from the listeners:
 Understanding , through a sober and clear expression that is essential in
these cases.
 Acceptance, which implies that listeners believe in the validity of the
information offered to them and can use it.
Prepare the exhibition
Preparation must begin from writing the work that is going to be presented. Once
the written work is finished, or if you are going to present a chapter or topic of a
book, you will study it in order to prepare a script for your presentation.
The script is the list of points that you will cover in your oral presentation. Preparing
the script allows you to remember the content of your presentation without
difficulty. To prepare the script I suggest the following:
 Read the full report or topic.

 Select the key sentences or ideas from each paragraph.
 Describe the key words in sentences or ideas.
 Reduce keywords.
 Chain the keywords.
After having the script with the information you will be able to use the necessary
tools (graphic or audiovisual material) to help you and rely on them and prepare a
better presentation. It is also useful to write on the board, or write down the titles or
subtitles of your presentation, so that the audience can see them.
Exhibition essay
When the script is finished, the exposition must be rehearsed as many times as
required. Rehearsing allows you to realize your difficulties and overcome them, as
well as gain self-confidence.
Remember that, preferably, use tools to support you. This will help you remember
and organize what you say, which makes it easier for you to be understood.
Bibliography of topic 7.
KINNEAR, Thomas and Taylor, James, Market Research, McGraw Hill, Mexico
2003.
MALHOTRA, Narres, Market Research, Pearson, Mexico 2004. WEIERS, Ronald,
Marketing Research, Prentice Hall, Mexico 1995
http://www.ubp.edu.ar/congresomkt/pdfmkt/Victor_Valencia.pdf
http://fccea.unicauca.edu.co/old/procesamiento.htm
http://www.buendato.com/profiles/blogs/procesamiento-y-analisis-de
http://www.sistemasycalidadtotal.com/calidad-total/preparacion-de-listas-de-
verificacion-o-cuenarios-de-auditoria-checklist-de-auditoria-de-calidad/
http://www.slideshare.net/tomyto23/codificacin-de-datos
http://ayuda.surveymonkey.com/app/answers/detail/a_id/1120/~/sugerencias-para-
crear-una-introducci%E3%B3n-efectiva-para-la-encuesta .
EXHIBIT
HOW TO DESIGN A GOOD QUESTIONNAIRE.
Introduction.
There are four key questions we should ask ourselves when our goal is to design
an error-free structured questionnaire:
 How much time do those who will answer the questionnaire have?
 How much time does the researcher have to edit it, present it, apply it, code
it, process it and analyze it?
 How willing are those who are going to answer?
 How much will your app cost?
Before starting to write the questionnaire, we must identify and prioritize the
information we need and think about why we require it. Below we explain it in
detail:
1. Determine what information we want

To have a general overview of what information we are looking for, it is necessary
to answer the following questions:
 What is the objective of the research?

 What are the most relevant data that we want to obtain?
 What is the complementary data?
 What will be the information necessary to test the hypothesis?
2. Determine what type of questionnaire we are going to design
It is necessary to evaluate whether the questionnaire should be done through a

personal interview, by telephone or by email, since its wording and content depend
on the type of questions. For example, an email questionnaire and, in general, self-
administered questionnaires, require a special design, both to attract the attention
of the person from whom the response is expected and to be quite explicit, since
there is a lack of interviewers.
3. Determine the content of individual questions
As mentioned at the beginning of the chapter, designing a questionnaire is not

easy. Great analytical skills and experience are required to become a good
designer of this tool. It is also important to follow a series of
“recipes” before developing the individual questions.
3.1 Is the question necessary?
It is proven that the greater the number of questions, the less willingness there will
be on our part to answer them. On the other hand, a questionnaire with too many
questions generates a lot of research costs. For example, an unnecessary
question in a car study for young people would be: “If you had money, would you
change cars this year?” The question is idle because it starts from an assumption.
3.2 Is it one or more questions?
Two questions should never be combined in a single statement. Thus, a question

like this: “Do you think that Brazilian-made cars have a higher resale value than
similar golds and better fuel economy?” It is an incorrect question because,
whatever the answer, it will not be known with certainty whether the interviewee is
answering the first or the second question.
3.3 Does the interviewee have the requested information?
When preparing the questionnaire, it must be defined who will be the unit or person
in charge of making the decisions, since they will be the most appropriate to
provide us with the information we require. For example, if we want to collect data
about the attitude of the local purchasing managers regarding air purifiers, when
designing and conducting the survey we should try to interview precisely these
purchasing managers or, in any case, their collaborators. closest.
3.4 Is the requested material within the experience of the interviewee?
Many times the interviewee does not provide us with the data simply because he
cannot do so. Let's imagine a local survey among small sundries owners that aims
to collect the following information:
 How have your sales by product grown in the last three years?
 What administration method do you use?
 Do you have any specialized software for inventory control?
 How much money can you invest weekly on average?
3.5 Are the interviewees asked for data that they can easily answer?
Some questions require too much data processing. In the case of small store
owners it would be useless to ask:
 How much money can you invest weekly on average?
 Would you be willing to invest in a new line of isotonic drinks?
3.6 Does the interviewee need to make a lot of effort to obtain and provide
the information?
This section is similar to the previous one. For example, questions such as “What
TV shows did you watch last week?” involve a lot of time-consuming data
processing that often hinders data collection.
3.7 Are they going to give us the information?
There are two reasons why the interviewees do not give us the information:
 Because they don't want to provide it. There are people who do not like
to be asked about their age, weight, monthly income level, or do not want to
reveal certain habits or behaviors. In fact, we already saw in previous
chapters how it is necessary to use more subtle techniques to collect
information. From this point of view, questions like: “Do you often get
drunk?” are incorrect. or “Do you have the habit of taking sleeping pills?”
 Because they can't provide it . From this point of view, it is unfortunate
(sometimes) to ask men what brand of disposable diapers they prefer for
their babies, or to ask housewives what brand of automobile spark plugs in
their home.
4. Determine the type of questions
4.1 Open questions
Asking open questions can provide us with a lot of information that we would not
obtain with the closed question method. These types of questions give the person
answering the questionnaire the freedom to express themselves in their own
words. This is its main advantage. Its biggest disadvantage is that it is difficult to
code and add up this type of responses and draw conclusions, since those who
answer can digress and go down different paths. Furthermore, open questions do
not cause great interest in the interviewees, since they must be encouraged to
think about the answers spontaneously.
Some examples of open questions are:
 What are your favorite restaurants? Mention as many as you remember.

 What do you think about a new gym opening near here?
 What do you think of this place?
A variant of open questions is the possibility of writing down possible answers from
the moment the questionnaire is designed, without the interviewee knowing. For
example, we can ask your monthly income level and mark one of the three options
with an X.
Less than_____
Between and _____
Between and _____
Another variant is open questions with multiple choice:

 Do you shave with an electric razor or a razor?
 Did you buy it or was it given to you?
4.2 Multiple choice questions
In this case, the interviewee is presented with a question and a set of alternatives
so that he can select the one he prefers. The main advantage of this type of
questions is that they are easy to add and interpret. Their main disadvantage is
that they limit the ability to express oneself, as well as the number of responses
from the person answering.
Some multiple choice questions are:

 How far is your house from here?
a) from 0 to 100 meters ( )
b) from 101 to 500 meters ( )
c) from 501 to 1 kilometer ( )
d) from 1001 to 5 kilometers ( )
e) more than five kilometers ( )
 What do you like most about our pizzerias? (Mark the answer you prefer
with a cross)
a) The taste of pizzas ( )
b) The attention ( )
c) The decoration ( )
d) The environment ( )
e) Variety ( )
f) The price ( )
g) The closeness ( )
h) Other things (specify) ______________________________
4.3 Dichotomous questions

A dichotomous question is a multiple choice question that has only two possibilities
to choose from. It is one of the most frequently used question forms in marketing
research:7
 Do you prefer to buy fresh or canned tuna?
 Did you come walking or did you use any means of transportation?
 Are you happy with the service you are receiving from this pizzeria?
___But
 If a new pizzeria opened 20 blocks from here, would you go?
___But
5. Decide on the wording of the questions
Unfortunately, not all people know how to write correctly. If we are the ones who
design our questionnaire, we must make sure that it is well written. But if we know
beforehand that we are not good at that subject, we can ask someone who
masters the technique of good writing to do it for us, or at least to review it. This is
a golden rule, because bad writing can throw away the research work.
Some recommendations for the correct writing of the questionnaire are:
5.1 Define terms precisely
We must use the term that specifies what is desired with the greatest accuracy. In
other words, it must be specified precisely what, how, when, where, why and how
often. For example, an ambiguous question could be:
 Do you usually eat prepared food?

___But
 How do you buy it? ________________________________________
The questions are ambiguous because prepared food can include a wide variety of
foods: canned, frozen, ready-to-go. And asking how, in an open way, you can
collect very heterogeneous answers: hot, with great taste, packaged, I go to the
store, in the fast food section.
Another example: How much orange juice do you think this bottle has? is also
ambiguous, while: What percentage of orange juice do you think this bottle has? is
more appropriate. The first question can be answered in many ways, while the
second leads to a more appropriate answer.
5.2 Objective or subjective questions?
We must try to formulate the questions in the most objective way possible. For
example: Do you think Ford is a better brand than General Motors? is a subjective
question, while: What do you think is the best automobile brand? is the correct
question because it is more objective.
5.3 Positive or negative questions?
When questions are negative, respondents generally tend to answer in a biased

manner. For example: Do you think advertising is bad? is a question that tends to
bias the answer. Likewise, Do you think advertising is good? can also tip the
balance. The most appropriate question is: What do you think of the advertising of
this product?
5.4 Use simple words
As far as possible, we should avoid using fancy words or words that are not
common knowledge:
 Have you ever suffered from hypnagogic myoclonus?
 Do you drink industrialized drinks?
 Are you inclined towards any political party?
5.6 Avoid ambiguous questions
Sometimes the answers to many questions do not provide much information

because the questions were posed ambiguously:
 Do you come here often?
 Do you go on vacation frequently?
 Are you a light or heavy beer drinker?
 Do you change cigarette brands frequently or sporadically?
To avoid this, we can resort to an equivalence:
 Never--------------------Less than once a month

 Sometimes --------- 1 to 2 times a month
 Frequently -------- 3 to 4 times a month
 On a regular basis ------ More than 4 times a month
5.7 Avoid manipulation of responses
Sometimes, whoever requests or who carries out a market study has a special
interest in accepting or rejecting a hypothesis. In either situation you will tend to
manipulate the responses. To avoid a situation of this type, the researcher must
remember that, above all, he is looking for real and reliable facts that will allow him
to make better decisions. A case can be:
 Do you think it is right to buy a foreign brand of drink, leaving your

compatriots without work?
6. Decide the order of the questions
A good questionnaire should contain three types of information:

 Identification information: Includes data such as the interviewee's
address, residential area, interviewer's password and questionnaire number.
Using this information it is intended to have a reference about the
interviewee, especially for later clarifications.
 Classification information: All data that can later help establish the
consumer's profile. If it is an investigation between companies, data such as
the nature of the business, number of employees and annual sales are
requested.
 Basic information: It corresponds to the body of the questionnaire and are
all the questions that help to demonstrate (or not) a hypothesis and make
the best decision.
6.1 The welcome

Before asking the question, a brief introduction is given to indicate to the
respondent who is carrying out the research, its objectives and what is being
asked.
asks to contribute. For example:
Good (morning, afternoon, night). In this community we are conducting a study to

find out if you are interested in attending a new gym that will open its facilities near
here. Thank you very much for answering these questions
6.2 Initial questions
They should be simple and interesting. For example:
 Are you happy with the service you are receiving at your current gym?
___But
 What do you like most about your current gym? (Mark the answer you prefer
with a cross)
___ The environment.
___ The variety of devices.
___ The variety of services.
___ The price is reasonable.
___ Personalized attention from the coaches.
___ The decoration.
___ The atmosphere, the type of people who come.
___ Other things.
6.3 The most delicate questions

The most delicate or difficult ones are placed at the end of the questionnaire.
 If a new gym opened 20 blocks from here, 20% more expensive, but with
more equipment and better services, would you like to try it?
___Yes ___No ___I don't know
Just because?____________________________________________
Why not?____________________________________________
Finally, it is very important to thank the interviewee for their collaboration.
7. Decide on the physical aspect of the questionnaire
This factor is very important when the interviewee is going to answer the
questionnaire or when he can clearly appreciate the work of the interviewer, since
he will have physical contact with the document. Therefore, the document must
have a very good presentation, include adequate spaces and be reproduced in
photocopies with good quality.
8. Perform a pretest.
Once the questionnaire has been designed, the total amount to be applied should
not be photocopied. First you have to test it with a group of 20 people in order to
check that the questions are clear, that they are understood and that the
interviewees are going to give us the answers.
After applying the pilot test we can make changes to the original, so that we can
reproduce it.
Annex Bibliography.
BENASSINI, Marcela, Introduction to market research. A focus for Latin America,

Prentice Hall, 1st edition, Mexico, 2001.
How to put together a questionnaire, work carried out by Flapy-Universidad Latina
de Panamá and published at www.rrppnet.com.ar.
KOTLER, Philip, and Armstrong, Gary, Marketing. Version for Latin America,
Pearson Education, 11th edition, Mexico, 2006.
MALHOTRA, Naresh, Market research. An applied approach, Pearson Education,
5th edition, Mexico, 2008.
BASIC BIBLIOGRAPHY
BENASSINI, Marcela. “ Introduction to Marketing Research”, Mexico: Pearson

Prentice Hall, 1st Edition, 2001, 240 pp.
FISCHER Laura, NAVARRO Alma, MIRROR Jorge. “Market Research Theory and
Practice”, Mexico: Independent Editorial. Mexico 2003. 165 pp.
HAIR Joseph F. BUSH Robert P. ORTINAU David J. “Market Research”, Mexico:
McGraw Hill, 2nd Edition, 2004, 715 pp.
MALHOTRA K. Naresh “Market Research An Applied Approach”, Mexico: Pearson
Prentice Hall, 4th Edition, 2004, 713 pp.
WEBB John R. “Marketing Research”, Mexico: Thomson, 2nd Edition, 2003, 165
pp.
Further reading.
CZINKOTA Michael R, KOTABLE Masaki. “Marketing Management”, Mexico:

Thomson, 2nd Edition, 2001, 599pp.
FERNADEZ Valiñas Ricardo. “Marketing Fundamentals”, Mexico: Thomson, 2002,
336 pp.
FISCHER Laura, MIRROR Jorge. “Marketing”, Mexico: Mc Graw Hill, 3rd Edition,
2004, 540 pp.
KERIN A. Roger, BERKOWITZ N. Eric, HARTLEY W. Steven, RUDELIUS
William.“Marketing”, Mexico: McGraw Hill, 7th Edition, 2003, 857 pp.
KOTLER Philip. - “Marketing Management” (The Millennium Edition), Mexico:
Pearson Prentice Hall, 10th Edition, 2001, 718 pp.
KOTLER Philip, ARMSTRONG Gary. - “Marketing Fundamentals”, Mexico:
Pearson Prentice Hall, 6th Edition, 2003, 589 pp.
KOTLER Philip, ARMSTRONG Gary. - “Marketing” , Mexico: Pearson. Prentice
Hall, 8th Edition, 2001, 691 pp.
LAMB W. Charles, HAIR F. Joseph, MC DANIEL Carl. “Marketing”, Mexico:
Thomson, 6th Edition, 2002, 751 pp.
MC CARTHY Jerome, PERREAULT William. “M arketing, A Global Approach”,
Mexico: McGraw Hill, 13th Edition, 2001, 797 pp.
SANDHUSEN Richard L. “Marketing”, Mexico: CECSA, 2002, 660 pp. STANTON
William, ETZEL Michael, BRUCE J. Walker. “Marketing Fundamentals”, Mexico:
Mc Graw Hill, 13th Edition, 2003, 764 pp.

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MARKET

In topic 1 , Marketing Information Systems will be explained . It is necessary

In topic 4, quantitative data collection methods are developed, for example by

1. Marketing Information Systems.

The student will know the fundamental components of Marketing Information

1. Marketing Information Systems

Marketing Information Systems are an indispensable tool in modern organizations

A Marketing Information System is a stable structure of interaction made up of

The collection of information is necessary for modern organizations due to the

Two types of sources of information are recognized, secondary sources and

 Internal Sources: modern organizations currently have sources of

Modern organizations have developed true complexes that generate a lot of

TO. Development of necessary information.

 Internal databases. They are electronic data collections of information that

 Macroenvironment and microenvironment of marketing

4.3. Market research.

It turns out to be a primary source of information , since it requires going directly

KINNEAR, Thomas and Taylor James, Marketing Research , McGraw Hill,

1. Give a concept of Marketing Information System.

It is an indispensable tool for every modern organization, which allows obtaining

To achieve a greater understanding of the importance of Market Research in the

“A systematic and objective approach to the development and provision of

“It is the systematic process in which information is generated in order to help in

“Systematic collection, tabulation and analysis of information regarding marketing

In order to carry out a market analysis successfully, it is necessary to apply

 Applied Economics , Psychology , Cultural Anthropology and

3. Importance and applications.

The need to collect information related to national and international markets,

The increase in importance of global businesses has led organizations worldwide

Market research is currently an indispensable tool; organizations recognize the

Sociological and public opinion studies

Market research supports the decision-making process, especially when it comes

The applications of market research are the following:

4. Different types of research

To carry out market research it is necessary to know the difference between a

Exploratory research is used in the early stages of the decision-making process

The main objective is to provide identified alternatives , which allow the

It seeks the existing relationship between the variables of a problem, it is

Commonly used by organizations to measure the possible impact of their

 Cross-sectional research design

o Simple cross-sectional design: it is in which a sample is

5. Request for market research requirement

These steps are essential to conducting formal marketing research.

1. Market research methodology

The approach of specific or particular objectives for the design of a questionnaire

a. UNIVARIATE . It is an examination that is done on

A hypothesis is an assumption that can be tested. It is common that when planning

The task of posing a hypothesis is complicated if the problem to be solved is not

5. Data collection method

Currently, modern organizations rely on qualitative methods with an emphasis on

KINNEAR, Thomas and TAYLOR, James, Marketing Research , Mc Graw Hill,

A.3. Organizations dedicated to entertainment have decided to develop a new

2. Personal, telephone and mail interview

Using the telephone to conduct an interview is very economical, however, its

C - Survey by direct mail or postal mail

The questionnaire must always be accompanied by a letter explaining the reasons

It is a common practice to accompany the questionnaire with some type of