Chapter

4
Conducting
Marketing Research

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 The Scope of
marketing research
• American Marketing Association
– Marketing research is the function that links the
consumer, customer, and public to the
marketer through information
– 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.
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 The Scope of
marketing research
• Importance of marketing insights
– Generating insights (how and why we observe
certain effects in the marketplace)

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 Figure 4.1
The Marketing Research Process

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 Step 1
• Define the problem

• Define the decision alternatives

• Define the research objectives

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 TYPES OF RESEARCH

Exploratory

Descriptive

Causal

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Step 2: Develop the Research Plan
DATA SOURCES

Secondary Data
(Already Exists)

Primary Data
(Freshly Gathered
For A Specific Purpose)

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Step 2: Develop the Research Plan

Research approaches

 Observational research
 Ethnographic research
 Focus group research
 Survey research
 Behavioral research

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 FOCUS GROUPS

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Step 2: Develop the Research Plan
Research instruments

Questionnaires

Qualitative measures

Technological devices

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Questionnaire

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Questionnaire

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Step 2: Develop the Research Plan
Sampling plan
– Sampling unit: Whom should we survey?

– Sample size: How many people should we

survey?

– Sampling procedure: How should we choose the

respondents?

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Step 2: Develop the Research Plan
Contact methods

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 Online Research
• Advantages • Disadvantages
– Inexpensive – Small
– Expansive – Skewed
– Fast – Excessive turnover
– Honest – Technological
– Thoughtful problems
– Versatile – Technological
inconsistencies

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 Step 3 to Step 6

Step 3: Collect the Information

Step 4: Analyze the Information

Step 5: Present the Findings

Step 6: Make the Decision

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Measuring Marketing Productivity

• Marketing metrics

• Marketing-mix
modeling

• Marketing dashboards

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 Marketing metrics
• Measures that help marketers quantify,
compare, and interpret performance

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