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Chapter 4 - 2 Conducting Marketing Research

This is the second part of the fourth chapter on marketing management.

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42 views

Chapter 4 - 2 Conducting Marketing Research

This is the second part of the fourth chapter on marketing management.

Uploaded by

adiba10mkt
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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CONDUCTING MARKETING

RESEARCH
CHAPTER 4-2, MKT 5315 MARKETING MANAGEMENT

Adiba Anis, Assistant Professor, School of Business, Bangladesh Open University


CHAPTER OUTLINE
• The Scope of Market Research
• Market Research Process

Adiba Anis, Assistant Professor, School of Business, Bangladesh Open University


THE SCOPE OF MARKETING RESEARCH

• Marketing research is the systematic design, collection,


analysis, and reporting of data and findings relevant to a specific marketing situation facing the
company.

• It 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.

Adiba Anis, Assistant Professor, School of Business, Bangladesh Open University


THE MARKETING RESEARCH PROCESS

Define the Problem


and Research
Develo
Objectives researc

Collect the
information

Analyze the
Adiba Anis, Assistant Professor, School of Business, Bangladesh Open University
Presen
1. DEFINE THE PROBLEM AND RESEARCH OBJECTIVES

• Marketing managers must be careful not to define the problem too broadly or too narrowly for
the marketing researcher.

• Exploratory research: Its goal is to shed light on the real nature of the problem and to suggest
possible solutions or new ideas.

• Descriptive research: It seeks to quantify demand, such as how many first-class passengers
would purchase in-flight Internet service at $25.

• Causal research: Its purpose is to test a cause and-effect relationship.

Adiba Anis, Assistant Professor, School of Business, Bangladesh Open University


2. DEVELOP THE RESEARCH PLAN
• DATA SOURCES The researcher can gather secondary data, primary data, or both.
• Secondary data are data that were collected for another purpose and already exist somewhere.
• Primary data are data freshly gathered for a specific purpose or for a specific research project

Adiba Anis, Assistant Professor, School of Business, Bangladesh Open University


2. DEVELOP THE RESEARCH PLAN (CONT.)
• RESEARCH APPROACHES Marketers collect primary data in five main
ways:

• Observation,
• Focus groups,
• Surveys,
• Behavioral data, and
• Experiments.

Adiba Anis, Assistant Professor, School of Business, Bangladesh Open University


2. DEVELOP THE RESEARCH PLAN (CONT.)
• Observational Research: Researchers can gather fresh data by observing the
relevant actors and settings unobtrusively as they shop or consume products.
• Focus Group Research: A focus group is a gathering of 6 to 10 people carefully
selected by researchers based on certain demographic, psychographic, or other
considerations and brought together to discuss various
topics of interest at length.
• Survey Research: Companies undertake surveys to assess people’s knowledge,
beliefs, preferences, and satisfaction and to measure these magnitudes in the
general population.

Adiba Anis, Assistant Professor, School of Business, Bangladesh Open University


2. DEVELOP THE RESEARCH PLAN (CONT.)
• Behavioral Research: Customers leave traces of their purchasing
behavior in store scanning data, catalog purchases, and customer
databases. Marketers can learn much by analyzing these data. Actual
purchases reflect consumers’ preferences and often are more reliable
than
statements they offer to market researchers.

Experimental Research: experimental research, designed to capture


cause-and-effect relationships by eliminating competing explanations
of the observed findings.

Adiba Anis, Assistant Professor, School of Business, Bangladesh Open University


2. DEVELOP THE RESEARCH PLAN (CONT.)
• RESEARCH INSTRUMENTS: Marketing researchers have a choice of three main
research instruments in collecting primary data:
• Questionnaires: A questionnaire consists of a set of questions presented to
respondents.
• Qualitative measures: Qualitative research techniques are relatively unstructured
measurement approaches that permit a range of possible responses.
• Technological devices: There has been much interest in recent years in various
technological devices. Galvanometers can measure the interest or emotions
aroused by exposure to a specific ad or picture.

Adiba Anis, Assistant Professor, School of Business, Bangladesh Open University


2. DEVELOP THE RESEARCH PLAN (CONT.)

• SAMPLING PLAN: After deciding on the research approach and instruments, the
marketing researcher must design a sampling plan. This calls for three decisions:

• Sampling unit: Whom should we survey?

• Sample size: How many people should we survey?

• Sampling procedure: How should we choose the respondents?

Adiba Anis, Assistant Professor, School of Business, Bangladesh Open University


2. DEVELOP THE RESEARCH PLAN (CONT.)
• SAMPLING PLAN: After deciding on the research approach and instruments, the
marketing researcher must design a sampling plan. This calls for three decisions:
• Mail Contacts The mail questionnaire is one way to reach people who would not give
personal interviews or whose responses might be biased or distorted by the interviewers.
• Telephone Contacts Telephone interviewing is a good method for gathering information
quickly; the interviewer is also able to clarify questions if respondents do not understand
them.
• Personal Contacts The interviewer can ask more questions and record additional
observations about the respondent, such as dress and body language.
• Online Contacts A company can embed a questionnaire on its Web site and offer an
incentive to answer it, or it can place a banner on a frequently visited site such as Yahoo!,
inviting people to answer some questions and possibly win a prize.

Adiba Anis, Assistant Professor, School of Business, Bangladesh Open University


3. COLLECT THE INFORMATION
• The data collection phase of marketing research is generally the most expensive
and the most prone
to error.
• Marketers may conduct surveys in homes, over the phone, via the Internet, or at
a central interviewing location like a shopping mall.

Adiba Anis, Assistant Professor, School of Business, Bangladesh Open University


4. ANALYZE THE INFORMATION
• The next-to-last step in the process is to extract findings by tabulating the data
and developing summary measures.

Adiba Anis, Assistant Professor, School of Business, Bangladesh Open University


5. PRESENT THE FINDINGS
 The researcher presents findings relevant to the major marketing
decisions facing management.
 Researchers increasingly are being asked to play a more proactive,
consulting role in translating data and information into insights and
recommendations.

Adiba Anis, Assistant Professor, School of Business, Bangladesh Open University


6. MAKE THE DECISION
• Some organizations use marketing decision support systems to help
their marketing managers make better decisions.

Adiba Anis, Assistant Professor, School of Business, Bangladesh Open University

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