Module 3.

2
Marketing
Research
MARKETING RESEARCH

Is a function under a business

organization’s Marketing
Information System (MkIS) is
primarily for the gathering,
analysis, and timely
distribution of information for
the use of marketing decision
makers.
THE PURPOSE AND IMPORTANCE
OF MARKETING RESEARCH

Identify viable new products

and services
THE PURPOSE AND IMPORTANCE
OF MARKETING RESEARCH

Enable risk reduction

THE PURPOSE AND IMPORTANCE
OF MARKETING RESEARCH

Identify market opportunities

and threats
THE PURPOSE AND IMPORTANCE
OF MARKETING RESEARCH

Determine the level of

customer satisfaction
THE PURPOSE AND IMPORTANCE
OF MARKETING RESEARCH

Pinpoint and anticipate market

trends or changes
THE PURPOSE AND IMPORTANCE
OF MARKETING RESEARCH

Decide on the best advertising

medium
THE PURPOSE AND IMPORTANCE
OF MARKETING RESEARCH

Pre-test and post-test

advertising and promotional
campaigns.
THE PURPOSE AND IMPORTANCE
OF MARKETING RESEARCH

Evaluate the results of test

marketing
THE PURPOSE AND IMPORTANCE
OF MARKETING RESEARCH

Evaluate the result of

packaging, brand name and
label testing
THE PURPOSE AND IMPORTANCE
OF MARKETING RESEARCH

Determine consumer price

awareness and sensitivity
THE PURPOSE AND IMPORTANCE
OF MARKETING RESEARCH

Undertake location studies

STEPS IN THE
MARKETING
RESEARCH PROCESS
1. RESEARCH NEED DETERMINATION

The problem situation has to be

assessed initially to determine if
marketing research is needed at
all.
2. Problem/Opportunity Determination

Both problems and opportunities

can be subjects of marketing
research.
3. Establishment of Research Objectives

The purpose of research

objectives is to gather precise
information to address
information gaps.
4. Research Design Determination
4 MAJOR TYPES OF RESEARCH
DESIGNS

Observational
Experimental
Qualitative
Quantitative
Observational
Social phenomenon is observed
in its natural setting, and
observations can be made any
one time or regularly within a
period of time.
Experimental
Includes laboratory experiments
and test marketing. Results from
2 sets of samples are compared.
Qualitative
Includes focus groups, in-depth
interviews and projective
techniques. This type of research
uses only a small number of
respondents. Thus, results are
not reflective of the general
population.
Quantitative
One example of this type of
research is the use of surveys. It
is used to test observations. The
number of respondents is
relatively large and randomly
selected, and the results are
generally reflective of the
population.
4. Research Design
Determination
5. Information Source/Type
Identification
2 BASIC TYPE OF
INFORMATION
Primary Information
Secondary Information
PRIMARY INFORMATION

Data gathered by the researcher

himself for the specific research
problem.
SECONDARY INFORMATION

Acquired from the previously

conducted researches.
2 SOURCES OF INFORMATION

Internal Data
Focus Groups
INTERNAL DATA
FOCUS GROUPS
6. Determination of Data Access
Method
4 WAYS OF DATA ACCESS:

Person Administered Surveys

Computer Administered Surveys
Self Administered Surveys
Hybrid Surveys
PERSON ADMINISTERED
SURVEYS
COMPUTER ADMINISTERED
SURVEYS
SELF ADMINISTERED SURVEYS
HYBRID SURVEYS
MAJOR PARTS OF A SURVEY:

Introduction
Screening
Core
Classification
INTRODUCTION
SCREENING
CORE
CLASSIFICATION
7. DATA COLLECTION FORMS
DESIGNS
TYPES OF QUESTIONS USED IN
QUESTIONNAIRES:

Categorical Response Question

-Dual or Multiple Choice
TYPES OF QUESTIONS USED IN
QUESTIONNAIRES:

Open-ended Questions
TYPES OF QUESTIONS USED IN
QUESTIONNAIRES:

Metric Questions
8. SAMPLE SIZE AND SAMPLING
PLAN DETERMINATION

Sampling methodology can be

nonprobability or probability
based.
Probability Sampling

Utilize the principle of

randomness. Randomness is
when every member of the
survey population has an equal
non-zero chance of being
selected as part of the sample.
Nonprobability Sampling

Does not involve probabilities. All

members of the survey
population do not have equal
chances of being selected to be
part of the sample.
TYPES OF NON PROBABILITY
SAMPLING:

Convenience Sampling
Judgement Sampling
Referral Sampling
Systematic Sampling
Stratified Sampling
Convenience Sampling
Judgement Sampling
Referral Sampling
Quota Sampling
 TYPES OF PROBABILITY
SAMPLING
• Simple Random
Sampling
• Systematic Sampling
Simple Random Sampling
Systematic Sampling
Cluster Sampling
Stratified Sampling
9. DATA COLLECTION

This is the stage in the process

where the questionnaires are
administered to the selected
respondents.
10. DATA ANALYSIS

At this stage, collected data is

summarized and generalized.
The differences and relationships
between and among data are
determined.
11. REPORT PREPARATION &
PRESENTATION

The last step in the marketing research

process is the preparation and
presentation of the report findings,
interpretations, conclusions, and
recommendations to marketing decision
makers. This serves as basis for
strategies or tactical decisions.
EXTERNAL FACTOR

The information from these researches

helps marketers identify
macroenvironment shifts. These are
bases in pinpointing opportunities and
anticipating threats.
OBSERVATIONAL RESEARCH

This is an invaluable aid in determining

consumer behavior. It assists marketers
in determining the retails shelf
placement strategy to use.
Test Marketing

Based on test marketing results, the

company shall gauge the acceptability of
a proposed product/service.
Target Market Studies
Concept, Product Development,
and Product Studies

Using the results generated by concept,

product development and product
studies, marketing organizations shall
select the proposed product/service
concepts that have the highest level of
market acceptance.
Pricing Tests
Location Studies

Location studies determine ideal retail

store locations and is a valuable tool in
site selection.
Advertising pre- and post-testing

These tests can determine advertising

copy effectiveness, advertising recall,
sales promotion response rates, outdoor
advertising traffic results, and the
effectiveness of public relations media
placement.
Usage, Attitude and Image
studies