Marketing Research

2023-2024

THE MARKETING
RESEARCH PROCESS
Carla Carvalho Martins
 MARKETING RESEARCH
CURRICULAR UNIT Presentation 2:
Final Presentation
+ Test

Communicating
Research Findings
Presentation 1:
Pitch Survey fieldwork; Quantitative
Analysis I, II and II
Qualitative Research
Techniques I, II; Analysis
Qualitative Research: Nature,
Approaches
Secondary Research

Marketing Research Problems from Management

Decision Problems; Research Design

Marketing Research Process

Introduction to Marketing Research

Learning Outcomes
• Describe the steps in the marketing-research process
• Understand the importance of the problem audit for problem definition
• Recognize the key role of a theoretical background in conducting research
• Acknowledge the meaning of ‘conceptual model’ in research
• Recognize the existence of different research approaches
MARKETING RESEARCH
PROCESS
1. PROBLEM DEFINITION
The process of defining the broad problem to be addressed
and its specific components.

It guides the researcher …

• … in obtaining all the information needed to address a
marketing decision problem
• … in maintaining focus and proceeding with the project
in a consistent manner.

As it guides the subsequent stages of the research process,

it needs to be clearly defined before stepping up to the
following phases.
1. PROBLEM DEFINITION

THE PROBLEM AUDIT

Defining the research problem entails an
understanding of the background of the problem by
analysing the environmental context - problem audit.
This involves discussions with decision makers,
qualitative interviews with industry experts and other
knowledgeable individuals, as well as the analysis of
readily available secondary data.
An understanding of the environmental context
facilitates the identification of the marketing decision
problem.
Then, the marketing decision problem is translated
into a marketing research problem (see next lecture).
2. RESEARCH APPROACH DEVELOPMENT
[THEORETICAL FRAMEWORK]

It is almost like a second part of the problem definition. It is the

process of selection, adaptation and development of an appropriate
theoretical framework to underpin the research design. This entails
relevant literature review.
‘Sound’ theory helps the researcher in the following steps of the
research process.
2. RESEARCH APPROACH DEVELOPMENT
(THEORETICAL FRAMEWORK)

WHY WE NEED THEORY IN MARKETING RESEARCH?

 Identifying and conceptualizing key variables (what should be

measured or understood?)
 Operationalizing key variables (how can we measure/assess the
key variables?)
 Establishing hypothetical relationships between variables (not
mandatory, only applicable to explanatory studies)
 Guiding research design (sampling, research methods and
tools)
 Integration of findings (in the light of previous research,
integrating them with the existing body of knowledge)
2. RESEARCH APPROACH DEVELOPMENT
(THEORETICAL FRAMEWORK)

OUTCOMES OF THE PHASE OF RESEARCH APPROACH DEVELOPMENT:

This phase of the process should result in a set of outcomes:

 Theoretical background
Identification of key concepts/variables and literature-based definition; Identification of relevant theories, models, and previous studies related to the topic and
adoption of a theoretical perspective

 Research Questions
Specific inquiries that guide a research study or investigation. They define the scope and focus of the research and provide a clear direction for the researcher to
follow (work like a summary of the research problem)

 Conceptual model (aka analytical model)

Set of variables under study and their potential interrelationships
2. RESEARCH APPROACH DEVELOPMENT
(THEORETICAL FRAMEWORK)

WHAT IS A CONCEPTUAL (OR ANALYTICAL) MODEL? Website

• Refers to a framework that outlines the relationships between quality
variables or concepts being studied.
• It provides a visual or mathematical representation, or a description of Product
how different variables are believed to interact or influence each other quality
Perceived
within a particular phenomenon or system. benefits of
online shopping
• Conceptual models help researchers to organize their thinking, guide
the research process, and generate hypotheses. Convenience

HYPOTHESIS
Risk
Unproven statement or proposition about a phenomenon of
interest that (partially or fully) answer to a research question.
Hypotheses should be well grounded in extant literature and /or
prior exploratory studies and be able to be tested empirically
 2. RESEARCH APPROACH DEVELOPMENT
(THEORETICAL FRAMEWORK) Visual representation

Verbal representation

H1: Perceived website quality significantly influences

perceived benefits of online shopping.

H2: Perceived product quality significantly influences

perceived benefits of online shopping.
Mathematical representation
H3: Perceived convenience significantly influences
perceived benefits of online shopping.

H4: Perceived risk significantly influences perceived

benefits of online shopping.
3. RESEARCH DESIGN
Research design is the definition of the blueprint for conducting a marketing research project. It details the procedures necessary
for obtaining the required information. Its purpose is to establish a study design that will give response to the research problem.
It includes…
 Sampling strategy: Describe how participants or data sources will be selected to represent the target population.
 Data collection procedures and techniques: Specify the techniques, instruments, or tools used to gather data (e.g., surveys,
interviews, observations).
 Variables and measures: measurement scales used for each variable (only qualitative studies).
 Data analysis techniques: how collected data will be processed, analyzed, and interpreted to address research questions.
3. RESEARCH DESIGN

MAJOR TYPES OF RESEARCH

3. RESEARCH DESIGN
Qualitative Research
DATA COLLECTION
TYPE OF DATA COLLECTED DATA ANALYSIS

• In-depth Interviews /
Focus Groups Qualitative Data Qualitative Data Analysis
Expressed as :
• Qualitative observation Words Objects Pictures Identifies themes and patterns in
• Documents
data, giving them structure.
Unstructured data

Quantitative Research
DATA COLLECTION

• Surveys TYPE OF DATA COLLECTED DATA ANALYSIS

• Structured Interviews
Quantitative Data Statistical/Quantitative
• Structured Observation Expressed as: Analysis
• Existing statistics (databases, Numbers Quantifies/measures variables and
Structured data relationships among variables
reports, documents…)
• Structured analysis of content

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.

3. RESEARCH DESIGN

The research design will depend on the research main purpose, which is shaped by both the process of problem definition and
the theoretical framework adopted.

INDUCTION DEDUCTION

REALITY OBSERVATION  THEORY THEORY  REALITY OBSERVATION

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4. DATA COLLECTION (FIELDWORK)
The stage of a research project in which data is
collected from a sample, using one or multiple
data collection techniques, and according to the
previously defined research design.
To collect data, it is often necessary to previously
develop the instruments of data collection
(interview scripts, questionnaires,
observation guides, etc…)
5. DATA ANALYSIS
The stage of a research project in which sense is given to
data through one or more kinds of data analysis, with the
goal of discovering useful information, informing
conclusion and supporting decision-making.
6. COMMUNICATION OF RESEARCH FINDINGS
The traditional route through which to report applied research would be to
document the research with a written report that addresses the specific
research questions identified, describes the approach, research design, data
collection and data analysis procedures adopted, and presents the results and
major findings.
However, due to increasing pressures on managers’ time, researchers realise
that they need to go beyond reports – that may never be read – and use
alternative means. Frequently these are visual, and can include videos, images
or infographics to enhance clarity and impact.
SESSION 3:
RESEARCH PROBLEM FROM MANAGEMENT DECISION PROBLEM
RESEARCH DESIGN