1. MARKETING
MANAGMENT
CHAPTER 2:
MARKETING
RESEARCH

2. DEFINITION
• Marketing research is the
systematic design, collection,
analysis and reporting of
data relevant to a specific
marketing situation facing an
organization.

3. IMPORTANCE OF MARKETING
RESEARCH
1. Identify and define marketing
opportunities and problems.
2. Generate, refine and evaluate
marketing actions.
3. Monitor marketing performance.
4. Improve understanding of marketing
process.
5. Reduce risk in marketing decision.

4. MARKETING RESEARCH PROCESS
1. Problem and research objective
 Must be defined carefully
 The managers must know enough the problems
to help the in planning and information needed.
 After the problem has been defined , the
manager and the researcher must set the
research objectives.

5. 3 types of research :
i. Exploratory research
 To gather preliminary information that will
help to better define problems and suggest
hypotheses
ii. Descriptive research
 To better describe marketing problems ,
situation or markets such as market potential
, demography and attitude of consumer.

6. iii. Causal research
 To test hypotheses about cause and effect
relationship.
2. Research plan
 Outlines sources of existing data and spell
out the specific research approach , contact
methods , sampling plans , and instrument
that will use to gather new data and data
source.

7. Research approach :
Primary data can be collected in few ways :
a) Observational research
• Observing relevant people , actions and
situation as they shop/consume product.
b) Survey research
• Asking people questions about their
knowledge , attitudes , preferences and
buying behavior and to magnitudes in the
general population.

8. c) Experiment research
• Selecting matched groups of subjects
• Giving different treatments
• Controlling related factors
• Checking for differences in group responses
The purpose of experiment is to capture cause
effect relationship by eliminating competing
explanations of the observed findings

9. d) Focus group
• A professional research moderator provides
questions and probes based on a discussion
guide or agenda prepared by the marketing
managers responsible to ensure that the
right material gets covered.
e) Behavioral data
• Customers leave traces of their purchasing
behavior in store scanning data , catalog
purchase and customer’s database.
• Can be learned by analyzing this data.

10. f) Ethnographic research
• Uses concepts and tools from anthropology
and other social science discipline to provide
deep understanding of how people live and
work.
3. Collect the information
 Depending on the research design , collecting
data may involve a variety of activities.
 The data collection phase is the most
expensive and the most prone to error.
 Some respondent will give biased or
dishonest answer.

11. 4. Analyzing the information
 When the data are recorded on the
questionnaire or other form , the researcher
first view each form to make sure it has been
filled out completely and properly.
 The researcher tabulates the data and
develops frequency distribution.
 Some advanced statistical techniques will
also apply

12. 5. Present the findings
 The researcher should findings that are
relevant to marketing decision facing
management.
6. Make the decision
 Draw the conclusion.
 The researcher needs to weigh the evidence.

13. PROBLEMS IN MARKETING RESEARCH
1. Data validity / A narrow conception of the
research
 The manager may not careful define the
problem. When the fact finding fails to be
useful, the management’s idea will
reinforced.

14. 2. Uneven caliber of researcher
 Less competent marketing researcher are
hired, and their weak training and deficient
creativity lead to unimpressive result.
3. Late and occasionally erroneous findings.
 Marketing research takes time and money.
Managers are disappointed if the marketing
research costs too much or takes too much
time.

15. 4. Personality and presentational differences
 Different between line manager and
researcher styles in the way of productive
relationship. Line manager may need the
simplicity and certainly but the researchers
complicated and tentative.
5. Poor framing of the problems in marketing
perspective.