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Introduction to Marketing Research

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5th edition Alvin C. Burns Ronald F. Bush

An Introduction to Marketing Research

A Framework for Marketing Management

Marketing 101 JOMC 272. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings.

1-1 International Business Environments and Operations, 13/e Part One Background For International Business Copyright © 2011 Pearson Education, Inc. publishing.

Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 1- 1 Basic Marketing Research: Using Microsoft Excel Data Analysis, 3 rd edition Alvin.

Chapter1 An Introduction to Marketing Research. The Importance of Information Companies Need Accurate Information About:..The marketing environment..Customer.

Chapter Two Advertising’s Role in Marketing. Prentice Hall, © Marketing is considered to be: a) The way a product is advertised among target.

LOGO Introduction to Marketing Research Professor Yu Hongyan Sun Yat-Sen Business School, SYSU 12 September 2015.

Chapter 7- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Customer-Driven Marketing Strategy: Creating Value.

Introduction to Advertising

2- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Two Company and Marketing Strategy Partnering.

Chapter 1: Marketing Planning: New Urgency, New Possibilities

1-1 Copyright © 2010 Pearson Education, Inc.. To understand Marketing Research, we must answer these questions: What is marketing? What is the marketing.

Marketing: Creating and Capturing Customer Value

Secondary Data and Packaged Information

Chapter Nine Marketing Channels and Channel Mapping

Chapter Six Strategic Research. Prentice Hall, © Market research is the foundation for advertising decisions because it: a) Identifies people.

Target marketing Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 7.

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The Marketing Research Process: An Overview

Apr 06, 2019

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The Marketing Research Process: An Overview. Chapter 3. Types of Marketing Research. Exploratory Descriptive Causal Concomitant variation. The Research Process. Defining the Problem Planning a Research Design Sampling Gathering the Data Processing and Analyzing the Data

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• research process
• selecting research method
• pilot study
• research proposal
• marketing research process

Presentation Transcript

The Marketing Research Process: An Overview Chapter 3

Types of Marketing Research • Exploratory • Descriptive • Causal • Concomitant variation

The Research Process • Defining the Problem • Planning a Research Design • Sampling • Gathering the Data • Processing and Analyzing the Data • Formulating the Conclusions and Preparing the Report

Defining the Problem • Ascertain the Decision Makers Objectives • Isolate & Identify the Problem • The Iceberg Principle • Identification of Key Variables • Research Question & Hypotheses

Research Proposal & Program Strategy • Research proposal • Program strategy

Exploratory Research Techniques • Secondary research • Journals • Pilot study • Research objective

Planning the Research Design • Selecting Research Method • Surveys • Experiments • Secondary Research • Observation • Which is best?

Sampling & Data Gathering • What is sampling? • Sampling v. population • Probability v. Nonprobability • Data gathering • Pretesting phase • Main study

Data Processing & Analysis • Data processing • Editing • Coding • Analysis

Conclusions & Report Preparation • Conclusions & Report Preparation

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• Chapter 1 Marketing Research Malhotra

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1-1© 2007 Prentice Hall

Introduction and Early Phases of Market Research

1-2© 2007 Prentice Hall

Chapter Outline

1) Overview

2) Definition of Marketing Research

3) A Classification of Marketing Research

4) Marketing Research Process

5) The Role of Marketing Research in Marketing Decision Making

6) Marketing Research and Competitive Intelligence

7) The Decision to Conduct Research

1-3© 2007 Prentice Hall

8) Marketing Research Suppliers and Services

9) Selecting a Research Supplier

10) Careers in Marketing Research

11) The Role of Marketing Research in MIS and DSS

12) The Department Store Project

13) International Marketing Research

14) Ethics in Marketing Research

15) Summary

1-4© 2007 Prentice Hall

Redefining Marketing Research

The American Marketing Association (AMA) redefined Marketing Research as:

The function that links the consumer, the

customer, and public to the marketer

through INFORMATION

1-5© 2007 Prentice Hall

Used to identify and define market opportunities and problems

Generate, refine, and evaluate marketing performance

Monitor marketing performance

Improve understanding of marketing as a process

1-6© 2007 Prentice Hall

Definition of Marketing Research

Marketing research is the systematic and objective identification collection analysis dissemination and use of information

For the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.

1-7© 2007 Prentice Hall

Market Research

Specifies the information necessary to address these issues

Manages and implements the data collection process

Analyzes the results

Communicates the findings and their implications

Helps managers use this information to make decisions

1-8© 2007 Prentice Hall

Classification of Marketing Research

Problem-Identification Research Research undertaken to help identify problems which are

not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research.

Problem-Solving Research Research undertaken to help solve specific marketing

problems. Examples: segmentation, product, pricing, promotion, and distribution research.

1-9© 2007 Prentice Hall

A Classification of Marketing Research

Marketing Research

Problem Identification Research

Problem-Solving Research

Market Potential ResearchMarket Share ResearchMarket Characteristics ResearchSales Analysis ResearchForecasting ResearchBusiness Trends Research

Segmentation Research

Product Research

Pricing Research

Promotion Research

Distribution Research

1-10© 2007 Prentice Hall

Determine the basis of segmentation

Establish market potential and responsiveness for varioussegments

Select target markets

Create lifestyle profiles:demography, media, and product image characteristics

SEGMENTATION RESEARCH

Test concept

Determine optimal product design

Package tests

Product modification

Brand positioning and repositioning

Test marketing

PRODUCT RESEARCH

1-11© 2007 Prentice Hall

Problem-Solving ResearchTable 1.1 cont.

PRICING RESEARCH

Pricing policies

Importance of price in brand selection

Product line pricing

Price elasticity of demand

Initiating and responding to price changes

PROMOTIONAL RESEARCH

Optimal promotional budget

Sales promotion relationship

Optimal promotional mix

Copy decisions

Media decisions

Creative advertising testing

Evaluation of advertising effectiveness

1-12© 2007 Prentice Hall

DISTRIBUTION RESEARCH

Determine…Types of distributionAttitudes of channel members Intensity of wholesale & resale coverage

Channel marginsLocation of retail and wholesale outlets

1-13© 2007 Prentice Hall

Marketing Research Process

Step 1 : Problem Definition

Step 2 : Development of an Approach to the Problem

Step 3 : Research Design Formulation

Step 4 : Fieldwork or Data Collection

Step 5 : Data Preparation and Analysis

Step 6 : Report Preparation and Presentation

1-14© 2007 Prentice Hall

Marketing Research ProcessStep 1: Defining the Problem

Step 2: Developing an Approach to the Problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report

1-15© 2007 Prentice Hall

The Role of Marketing Research

ControllableMarketing

•Product•Pricing•Promotion•Distribution

VariablesMarketing Research

MarketingDecisionMaking

ProvidingInformation

AssessingInformationNeeds

Marketing Managers

• Market Segmentation

• Performance & Control

•Target Market Selection• Marketing Programs

UncontrollableEnvironmentalFactors

• Economy• Technology• Laws &

Regulations• Social &

Cultural Factors

• Political Factors

Fig. 1.2• Consumers• Employees• Shareholders• Suppliers

Customer Groups

1-16© 2007 Prentice Hall

ClientNeeds Fin

Solve Problem

Achieve Goal

ClarifyDecisions

EvaluateInterpretFacilitate

MarketPlanResearch

AdviseAssistExecution

Opportunity scan

Option generation

Refine options

Power Decisions’ Methodology

1-17© 2007 Prentice Hall

Management Information Systems Vs. Decision Support Systems

Unstructured Problems

Use of Models

User Friendly Interaction

Adaptability

Can Improve Decision

Making by Using “What

Structured Problems

Use of Reports

Rigid Structure

Information Displaying

by Clarifying Data

Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012 Slide 11.1 Chapter 11 Causal research design:

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Chapter 1: Introduction to Marketing

Learning objectives.

After reading chapter 1, students should be able to

• Define and explain the terms ‘marketing’ and ‘marketing concept’
• Demonstrate an understanding of the historical development and progression of marketing in the business industry
• Provide an explanation of the benefits and value of studying marketing

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• How to get an answer whether these statement are TRUE?
• No. 1 Is Sizzler categorized as a service company since the product it sells is service not physical goods?
• No. 2 How students value the international program?
• RESEARCH (re-search) -search again
• Business research is defined as the systematic and objective process of generating information for aid in making business decisions
• Research information
• neither intuitive nor haphazardly gathered.
• must be objective
• Detached and impersonal
• Aimed to gain Information to reduces uncertainty
• It facilitates the managerial decision process for all aspects of a business
• Basic Research
• Attempts to expand the limits of knowledge.
• Not directly involved in the solution to a pragmatic problem.
• Is brand equity related to consumers decision making?
• Does employee satisfaction correlate to commitment?
• Applied Research
• Conducted when a decision must be made about a specific real-life problem
• Should KFC add spicy chicken wing to its menu?
• Should Procter Gamble add a high-priced orthodontic toothbrush to its product line?
• Research expenditures
• Delay of marketing decision and possible disclosure of information to rivals
• Possible erroneous research results
• Decreased uncertainty
• Increased likelihood of a correct decision
• Improved marketing performance and resulting higher profits
• When there is a difference between the current conditions and a more preferable set of conditions.
• Problems Mean Gaps
• Business performance is worse than expected business performance.
• Actual business performance is less than possible business performance.
• Expected business performance is greater than possible business performance.
• A coherent set of general propositions used as principles of explanation of the apparent relationships of certain observed phenomena.
• Two purposes of theory
• Understanding
• A generalized idea about a class of objects, attributes, occurrences, or processes that has been given a name
• A mental image that has no meaning to someone else except for the one who conceptualize.
• Management leadership productivity,
• Marketing satisfaction quality Intention
• Economics inflation gross national product,
• A concept or construct - a generalized idea about anything that are focused in the research.
• Proposition - statement about concept or relationship between concepts
• A variable is anything that may assume different numerical values
• Hypothesis - statement/s that guide the possibility of an explanation or generalization which can be validated empirically.
• Its empirically testable proposition
• Deductive Reasoning
• The logical process of deriving a conclusion from a known premise or something known to be true.
• Inductive Reasoning
• The logical process of establishing a general proposition on the basis of observation of particular facts.
• Variables come from concept that a researcher has identified from literature review, opinion, experience or observation
• Types of variables
• Independent
• Criterion/Resultant
• Moderator Enhances understanding of relations between independent and dependent variable
• Mediating (Intervening) Relates two variables together
• Variable consists of only small number of values, each corresponding to a specific category value or label.
• Consumer status
• High frequent , low frequent, non-customer
• Male, female
• Marital status
• Single, married, divorced, widowed
• Data that consist of a large number of values, with no particular category label attached to any particular data value.
• weight in kilograms
• the age in years
• the distance from the customers home to the department store in kilometers.
• Unit of Analysis
• Indicates what or who should provide the data and at what level of aggregation.
• Individuals (such as customers, employees, and owners)
• Households (families, extended families, and so forth)
• Organizations (businesses and business units)
• Departments (sales, finance, and so forth)
• Geographical areas
• Objects (products, advertisements, and so forth).
• Research Questions
• Express the research objectives in terms of questions that can be addressed by research.
• Help to develop well-formulated, specific hypotheses that can be empirically tested
• Help the researcher design a study that will produce useful results.
• Research Proposal
• A written statement of the research design
• Uses for the Proposal
• As a planning tool
• As a contract
• Forward linkage earlier stages influence later stages.
• Backward linkage later steps influence earlier stages of the research process.

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