Media,

Media, Culture
Culture and
and
Society
Society
Lecture Prepared By
Ms.Gayathri
Marketing Research
Process
Define the problem and research objectives

Develop the research plan

Collect the information

Analyze the information

Present the findings

Step 1: Define a problem, research
projects can be specific
Exploratory- suggesting possible
solutions
Descriptive-to examine and experiment
Casual- its purpose to test a cause-and
effect relationship
Step 2: Marketing research calls for
developing the most efficient plan for
gathering the needed information. The
marketing manager needs to know the cost
of the research plan before approving it.
Designing the research plan calls for
decisions on the data sources, research
approaches, research instruments,
sampling plan and contact methods.
Data sources: The researcher can
gather secondary data, primary data
or both
Primary data: data gathered for a specific purpose
or of a specific research project. Questionnaires,
interviews, focus group interviews, observation
case studies etc.,
Secondary data: data that were collected for
another purpose and already exist some where.
Researchers usually start their investigation by
examining secondary data to see whether the
problem can be partly or wholly solved. Such as
data supplied by the marketing organization,
Annual company reports, Government statistics
etc.,
 Research approaches
1.Observational Research: Fresh data can be gathered by
observing the relevant actors and settings.
2.Focus- group research- A focus group is a gathering of six to
ten people who are invited to spend a few hours with a
skilled moderator to discuss a product, service, organization
to the people in group
3.Survey research: surveys to learn about people’s knowledge,
beliefs, preferences and satisfaction.
4.Behavioral data: Customers leave traces of their purchasing
behavior is store scanning data and customer data bases.
Experimental research: The most scientifically valid research
is experimental research. In this researchers can have
confident in conclusions.
 Research Instruments
Marketing researchers have a choice of two main
research instruments in collecting data:
Questionnaires and Mechanical devices
Questionnaires: A Questionnaire consists of a set of
questions presented to respondents for their
answers. In preparing the questionnaire, the
professional marketing researcher carefully
chooses the questions and their form, wording and
sequence.
Closed ended questions have all the possible
answers
Open ended Questions allow respondents to
answer in their own words
Mechanical devices: are occasionally used in
marketing research
 Sampling Plan
After deciding on the research approach and instruments, the marketing
researcher must design a sampling plan.
1. Sampling Plan: Who is to be surveyed? The marketing researcher must
define the target population that will be sampled. Age, Sex, working
class student etc.,
2. Sample size: How many people should be surveyed? Large sample gives
more reliable results than small samples. However it is not necessary
to sample the entire target population.
3. Sampling Procedure: How should the respondents be chosen?
Probability sample are
a. random sample- equal chance of selection
b. stratified random sample- such as age groups
c. cluster sample- such as city blocks, group interview
Non-probability sample:
a. Convenience Sample- The researcher selects the mos
accessible population members
b. Judgment Sample- The researcher selects population
members who are good prospects for accurate information
c. Quota Sample- The researcher finds and interviews a prescribed
number of people in each several categories
 Step 3. Collect the
Information
The data collection phase of marketing
research is generally the most expensive
and most to error. In the case of surveys,
four major problems arise. Some
respondents will not be at home and must
re-contacted or replaced. Other
respondents will refuse to cooperate. Still
others will give biased or dishonest
answers. Finally, some interviewers will be
biased or dishonest.
 Step 4. Analyze the
Information
• The next to last step in the marketing
research process is to extract findings
from the collected data. The researcher
tabulates the data and develops frequency
distributions. Researcher will also apply
some advanced statistical techniques and
decision models in the hope of discovering
additional findings.
 Step. 5 Present the
Findings
• As the last step, the researcher
presents the findings to the relevant
parties. The researcher should
present major findings that are
relevant to the major marketing
decisions facing management.
 Characteristics of Good
Marketing Research
1. Scientific Method: Effective marketing research uses
the principles of the scientific method: Careful
Observation, formulation of hypothesis, prediction and
testing.
2. Research creativity: At its best, marketing research
develops innovative ways to solve a problem
3. Multiple methods: Good Marketing researchers shy
away from over-reliance (expectation measures) on any
one method. They also recognize the value of using 2 or
3 methods to increase confidence in the results
4. Interdependence of models and data: Good Marketing
researchers recognize the data are interpreted from
underlying models that guide the type of information
sought
5. Value and cost of Information: Good
marketing researchers show concern for
estimating the value of information against
its cost.
6. Ethical Marketing: Good Marketing
research benefits both the sponsoring
company and its customers. The misuse of
marketing research can harm or annoy
consumers.
 Closed ended questions
Dichotomous : A question with 2 possible answers. Example:
1.

In arranging this trip, did you personally phone American? Yes No

2. Multiple choice: A question with three or more answers. Example:
With whom are you traveling on this flight?
-No one –spouse – spouse and children – Children only – Business
associates/friends/relatives. – An organized tour group
3. Likert scale: A statement with which the respondent shows the
amount of agreement/disagreement. Example
Small airlines generally give better service than large ones.
-strongly disagree –disagree –neither agree or disagree –Agree –
Strongly agree
• Rating scale: A scale that rates some attribute
from poor to excellent. Example
American’s food service is
-Excellent –very good –good –fair –poor
Intention to buy scale: A scale that describes the
respondent’s intention to buy. Example
If an in-flight telephone were available on a long
flight, I would
-Definitely buy
-Probably buy
-Not sure
-Probably not buy
-Definitely not buy
 Open ended questions
Completely unstructured: A question that
respondents can answer in an almost unlimited
number of ways.
What is your opinion of American Airlines?
Word Association: Words are presented, one at a
time and respondents mention the first word that
comes to mind. Example
What is the first word that comes to your mind
when you hear the following
Airline_____________-
American __________
Travel_________
• Sentence completion: An incomplete
sentence is presented and
respondents complete the sentence.
When is choose an airline, the most
important consideration in my
decision is ________________