Chapter 2

Chapter 2 The Marketing Research Process

Learning Objectives 1. Describe the four phases involved with the research process 2. Describe ten integrative task steps involved with the research process 3. Illustrate and explain the critical elements of problem definition in marketing research. 3. Distinguish among exploratory, descriptive, and causal research designs

Changing View of the Marketing Research Process • Changing Marketing Environmental • • • •

Internet Secondary Data Primary Data Gatekeeper Technology • Traditional methods • Privacy legislation • Online marketers and researchers

• Global Markets • Marketing Research • Information Research Process

• Four Situations When Marketing Research Not Needed 1. 2. 3. 4.

Information already available Insufficient time frame Inadequate resources Costs outweigh the value of the research

Decision Maker’s Questions Responsibility of the Decision Maker

Decision makers should consider a set of evaluative questions 1. What is the perceived importance and complexity of the problem? 2. Is the problem realistically researchable? 3. Will the research findings be implemented?

4. Will the research design and data represent reality? 5. Will the research results and findings be used as legal evidence? 6. Is the proposed research politically motivated?

Conditional reasons to consider conducting research Will it: 1. Clarify the problem or identify marketplace changes 2. Help the company acquire a competitive advantage 3. Help achieve marketing objectives 4. Provide an understanding of future market conditions

Overview of the Information Research Process

Standardized Phases 4 Phases—Information Research Process 1. Determine the research problem 2. Select the appropriate research design 3. Execute the research design 4. Communicate the research results

Phase I: Determination of the Information Research Problem Step 1: Identify and Clarify Information Needs • Formal Statement of the Problem • Decision Problem • Determine the decision maker’s purpose • Perform Situation Analysis

• Understand the complete problem situation • Remember the iceberg

Exhibit 2.8

Illustrate and explain the critical elements of problem definition in marketing research

Phase I: Determination of the Information Research Problem • Identify and Separate Out Measurable Symptoms • Separate the root problems from the observable and measurable symptoms

• Determine the Unit of Analysis • Individuals, households, geographical areas, etc.

• Determine the Relevant Variables to the Situation • Identify independent and dependent variables • Information and specific constructs are relevant

Phase I: Determination of the Information Research Problem

Step 2: Specify the Research Questions and Define The Research Problem • Reformulate the Problem in Scientific Terms • Defining research problem influences all the remaining research steps

Step 3: Confirm Research Objectives Assess the Value of Information • Stated Research Objectives • Research Objectives

Phase II: Select the Appropriate Research Design

Step 4: Determine the Research Design and Data Sources • • • • •

Exploratory Research Descriptive Research Causal Research Secondary Data Sources Primary Data

Phase II: Select the Appropriate Research Design

Step 5: Determine the Sample Plan and Sample Size • Target Population • Sample • Probability Sampling

• Each member of the defined target population has a known chance of being selected • Nonprobability Sampling

Phase II: Select the Appropriate Research Design

Step 7 Pretest the Questionnaire Write questionnaire Questionnaire must be pretested Clarity of instruction and question Sequence of the topics and question

Revision can be done at this stage

Phase III: Execute the Research Design

Step 8 Collect and Prepare Data Data Collection Methods ◊ Use Interviewers ◊ Self-administrated questionnaires ◊ Questioning Methods ◊ Observation Methods ◊ Future Methods Primary and Secondary Data collection done

Phase III: Execute the Research Design

Step 9: Analyze Data

Analysis Procedures • Frequency distribution • Sample statistics • Multivariate data analysis

Step 10 Transform Data Structures into Information • Information is created fro decision makers • Interpret the results of the statistical analysis

Phase IV: Communicate the Research Results

• Step 11: Prepare and Present the Final Report to Management • Sections in Research Report • Submit Written Report • Make oral presentation