Marketing

Research
Prepared By:
Guarin, Claide
Abdul, Aiza
Capuno, Maria Jessa
Daite, Diane
Marketing Research
 The process or set of processes that
links the producers, customers, and end
users to the marketer through
information used to identify and define
marketing opportunities and problems;
generate, refine, and evaluate marketing
actions; monitor marketing performance;
and improve understanding of marketing
as a process. 
 Is a set of Research
Marketing six steps which defines the tasks to be
Process
accomplished in conducting a marketing research
 study.
These include:
• Problem Definition
• Development of an Approach to the Problem
• Research Design Formulation
• Field Work or Data Collection
• Data Preparation and Analysis
• Report Preparation and Presentation
Problem Definition

 The first step in any marketing research

project is to define the problem. In defining
the problem, the researcher should take
into account the purpose of the study, the
relevant background information, what
information is needed, and how it will be
used in decision making.Problem
definition
involves discussion with the
decision makers, interviews with
industry experts, analysis of 
secondary data, and, perhaps,
some qualitative research, such as 
focus groups. Once the problem
has been precisely defined, the
research can be designed and
conducted properly.
Development of an Approach to
the Problem
 Development of an approach to the problem
includes formulating an objective or theoretical
framework, analytical models, research questions,
hypotheses, and identifying characteristics or
factors that can influence the research design.
This process is guided by discussions with
management and industry experts, case studies
 and simulations, analysis of secondary data,
qualitative research and pragmatic
considerations.
Research Design
Formulation
 A research design is a framework or blueprint for
conducting the marketing research project. It
details the procedures necessary for obtaining
the required information, and its purpose is to
design a study that will test the hypotheses of
interest, determine possible answers to the
research questions, and provide the information
needed for decision making.
 Conducting exploratory research, precisely
defining the variables, and designing appropriate
scales to measure them are also a part of the
research design. The issue of how the data should
be obtained from the respondents (for example, by
conducting a survey or an experiment) must be
addressed. It is also necessary to design a
questionnaire and a sampling plan to select
respondents for the study.
Steps in Research Design
Formulation
• Secondary data analysis
• Qualitative research
• Methods of collecting quantitative data (survey,
observation, and experimentation)
• Definition of the information needed
• Measurement and scaling procedures
• Questionnaire design
• Sampling process and sample size
• Plan of data analysis
Field Work or Data Collection
 Data collection involves a field force or
staff that operates either in the field, as
in the case of personal interviewing (in-
home, mall intercept, or computer-
assisted personal interviewing), from an
office by telephone (telephone or
computer-assisted telephone
interviewing), or through mail
(traditional mail and mail panel surveys
with prerecruited households). Proper
selection, training, supervision, and
evaluation of the field force helps
 Data Preparation and
 Analysis
Data preparation includes the editing, coding, transcription,
and verification of data. Each questionnaire or observation
form is inspected, or edited, and, if necessary, corrected.
Number or letter codes are assigned to represent each
response to each question in the questionnaire. The data from
the questionnaires are transcribed or key-punched on to
magnetic tape, or disks or input directly into the computer.
Verification ensures that the data from the original
questionnaires have been accurately transcribed, while data
analysis, guided by the plan of data analysis, gives meaning
to the data that have been collected.
Report Preparation and Presentation
 The entire project should be documented in a written
report which addresses the specific research questions
identified, describes the approach, the research design,
data collection, and data analysis procedures adopted,
and presents the results and the major findings. The
findings should be presented in a comprehensible
format so that they can be readily used in the decision
making process. In addition, an oral presentation should
be made to management using tables, figures, and
graphs to enhance clarity and impact.
 Exploratory research
 is research conducted for a problem that has not been
studied more clearly, establishes priorities, develops
operational definitions and improve the
final research design.
 as the name states, intends merely to explore the
research questions and does not intend to offer
final and conclusive solutions to existing problems.
 is the initial research, which forms the basis
of more conclusive research.
Descriptive Research
 is used to describe characteristics of a population or
phenomenon being studied. It does not answer questions
about how, when and why the characteristics occurred.
 It can be either quantitative or qualitative. It can involve
collections of quantitative information that can be tabulated
along a continuum in numerical form, such as scores on a test
or the number of times a person chooses to use a-certain
feature of a multimedia program, or it can describe categories
of information such as gender or patterns of interaction when
using technology in a group situation.
 involves gathering data that describe events and then
organizes, tabulates, depicts, and describes the data
collection.
Causal Research
 also known as explanatory research is conducted in order to
identify the extent and nature of cause-and-effect relationships.
 It can be conducted in order to assess impacts of
specific changes on existing norms, various processes
etc.
 focus on an analysis of a situation or a specific problem
to explain the patterns of relationships between
variables.
 Experiments are the most popular primary data
collection methods in studies with causal research
design.
Developing
the Research
Plan
 Secondary Data
 Secondary data refers to data that was collected by someone other
than the user. Common sources of secondary data for social science
include censuses, information collected by government departments,
organizational records and data that was originally collected for
other research purposes.
Gathering Secondary Data
Commercial online databases
Internet search engines
Needs to be relevant (fits the research project’s needs),
accurate(reliably collected and reported), current (up-to-date enough
for current decisions), and impartial (objectively collected and reported)
 Primary Data
 Primary data means original data that has been collected
specially for the purpose in mind. It means someone collected
the data from the original source first hand.
Primary Data Collection
 Observational research- involves gathering primary data by observing
relevant people, actions, and situations.
•Ethnographic research- involves sending observers towatch and
interact with consumers in their “naturalenvironments.”
•Netnography research- observing consumers in a natural context on
the internet.
 Survey Research- approach best suited for gathering
descriptive information.
 Experimental Research- best suited for gathering
causal info
 Contact Methods
• Mail
• Telephone
• personal interviewing
• Online interview
 Questionnaires
  A questionnaire consists of a set of questions presented to
respondents.

Do’s and Don’ts

 Ensure questions are free of bias
 Make questions simple
 Make questions specific
 Avoid jargon
 Avoid sophisticated words
 Avoid ambiguous words
 Avoid negatives
 Avoid hypotheticals
 Avoid words that could be misheard
 Use response bands
 Use mutually exclusive categories
 Allow for “other” in fixed response
questions
Sampling Plan
 The processes that are involved in identifying and
obtaining a sample.

Two Types
1. Probability Samples- Each population member has a known
chance of being Included in the sample.
2. Non-Probability Samples- Used when probability sampling
costs too much or takes too much time.
Implementing the Research Plan
Steps in Implementing The Research Plan

 Collecting the data

 Processing the data
 Analyzing the data
 Interpreting and Reporting the Findings

Steps
 Interpret the finding
 Draw Conclusions
 Report to management
Thank
You