Principle of Marketing

Lecture 3
Marketing research

Daroon Faridun
darwn983@gmail.com

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Session Objectives
Introduction to marketing
research
 marketing research Process
•Research types
•Qualitative research
•Quantitative research

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Why Marketing Research? benefits
Marketing research facilitates
exchange by linking the marketer and
the customer through information.
Marketing research reduces decision-
making uncertainties
Marketing research helps to discover
new windows of opportunities

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Marketing research definition
Market research is the process of collecting,
analysing and presenting useful
information about consumers.

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Different Types of Marketing Research

Product
research

Consumer Promotion
research research

Marketin
g research

Macro /
Distribution
micro
research
research

Seles
research

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Marketing Research Process
Research Problem
Research Design
Data collection
Design sample
Collect data
Interpretation
Report
presentation

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1- Define the research problem
Specify the research objectives
Identify the consumer population of
interest
Place the problem in an
environmental context.

Note: Problem does not refer to ‘something

that is wrong’
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2- Research design
Data can be collected from either primary
sources or secondary sources.
 Primary data are original research:
questionnaires, interviews, experiments or
product tests with consumers.
Secondary data comes from already published
information in journals, newspapers,
commercially published market research,
government statistics, directories, yearbooks,
CD-ROM databases and the Internet.
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Research design - Primary Data
 Advantages
1- The researchers have the amount of control.
2- Focuses on the specific issues.
3- The researchers will be presented with
original and unbiased data.
4- Most reliable
 Disadvantages
1- It consumes a lot of time
2- It may take a lot of money
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Research design - Secondary Data
 Advantages
1- Less costly
2- Less time consuming

 Disadvantages
1- it is often out of date
2- Problems of fit
3- Problems of accuracy

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Marketing research method
If we use primary data, we will have three
methods
1- Quantitative method
2- Qualitative method
3- Mix method

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Quantitative method
Quantitative research methodology deals
with areas that can be expressed in
numbers.
Such as survey
It will tell researchers, for example, what
proportion of the population drinks tea in
the mornings and what their ages and
occupations are; what it will not do very
easily is tell researchers why those people
prefer tea to coffee.
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Comparison of survey methods

Method Response Cost Time Non

rate response
Bias
Face to high high slow low
face
Postal Moderate Moderate Fast Moderate

Phone Moderate Low Fast High

Electronic Moderate Low Fast High

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Survey/Questionnaire design
Questionnaire design can be a lengthy process for this
reason. The criteria for writing survey questions are as
follows:
• Questions need to be short, simple and unambiguous.
• Questions should not be leading – in other words they
should not direct the respondent towards a particular
answer.
• The questionnaire’s introduction should be persuasive
• Questions must be necessary and relevant to the
study.
• Questions must be specific.

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Qualitative method
Qualitative research methodology deals
with areas that cannot be expressed in
numbers.
Qualitative research will often tell
researchers why people behave in the way
they do, but since it usually consists of
subjective opinions it can be difficult to
quantify.

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Qualitative methods
There are numerous methods of qualitative
research such as : (data collection)
 Interviews
 Focus group
 Experimentation
 observation

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Interviews
 Strengths
 Interviewer can prompt the respondents
 Flexible
 Detailed responses
 Allows probing
 Respondents give full attention
 Weakness
 High cost
 Time consuming
 Risk of bias
 Requires interview skills
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Focus groups
A group of six or eight people is recruited
and invited to talk about the subject. This
or focus group method tends to produce a
wide range of opinion, because each
member of the group will ‘trigger’ the
other members to think of things to say

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Focus groups
 Advantages
Inexpensive
Quick
Range of attitudes
Detailed qualitative Information
 Disadvantages
Need to build rapport
Need good control by the moderator
Some members may be inhibited
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3-Data collection
•Telephonic interviews
•Personal Interviews
•Online interviews
•Internet based survey
•Telephone survey
•Mail surveys
•Street surveys
• Focus group
• etc
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4- Design sample process
Define the target population
Determine the sampling frame
Select a sampling technique
Determine the sample size
Execute the sample process

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5- collect data
You can start to collect the data in the
specific place

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6- Interpretation
Quantitative analysis
•Data entry
•Tabulation
•Analyses
•Univarate analyses
•Multivariate analyses
•Interpretation of results

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6- Interpretation
Qualitative analysis
•Grounded theory
•Template analysis
•Discourse analysis

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7- Report presentation
Dependant on the type of research
If we have Quantitative research,
•Graphs and charts
•Numbers
and if we have Qualitative research
•Words and discussion
•Quotes

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 Typical report
Typical report includes
•Executive summary
•Description of methodology
•Discussion of results
•Limitations of the study
•Conclusions and recommendations

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