After reading this chapter, people should:
Know what constitutes good marketing research
Know what are good metrics for measuring marketing productivity
Know how marketers can assess their returns on investment of marketing expenditures
Know how companies can more accurately measure and forecast demand
2. LEARNING OBJECTIVES
After reading this chapter, students should:
1. Know what constitutes good marketing
research
2. Know what are good metrics for measuring
marketing productivity
3. Know how marketers can assess their
returns on investment of marketing
expenditures
4. Know how companies can more accurately
measure and forecast demand
3. What is 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.
6. Types of Marketing Research Firms
Syndicated service
Custom
Specialty-line
7. The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Make decision
8. Step 1: Define the Problem
Define the problem
Specify decision alternatives
State research objectives
9. Step 1: Define the Problem
Marketing managers and researchers must
work closely together to define the problem
and agree on research objectives.
After the problem had been defined carefully,
the manager and researcher must sat the
research objectives.
A marketing research project might have one of
three types of objectives:
1.Exploratory research
2.Descriptive Research
3.Causal Research
10. Step 2: Develop the Research Plan
Data sources
Research approach
Research instruments
Sampling plan
Contact methods
11. Step 2: Develop the Research Plan
To meet the manager’s information needs, the
research plan can call for gathering secondary
data, primary data or both.
Secondary data—Information that already exists
somewhere , having been collected for another
purpose.
Primary data—Information collected for the
specific purpose at hand.
17. Sampling Plan
Three decisions
Sampling unit: Who is to be surveyed?
Sample size: How many people should be surveyed?
Sampling procedure: How should the respondents be
chosen?
18. Marketing Research
The Marketing
Research
Process
Define the problem
Organizational
Culture
Types of
Research
•Qualitative
research
•Quantitative
research
Types of Marketing
Research Firms
Spirituality &
Organizational
Culture
Syndicated
service
Custom
Specialty-
line
Develop
research plan
Collect
information
Analyze
information
Present findings
Make decision
•Define the problem
•Specify decision alternatives
•State research objectives
•Exploratory research
•Descriptive Research
•Causal Research
•Data sources
•Research approach
•Research
instruments
•Sampling plan
•Contact methods Secondary
Data
Primary
Data
•Research
Approaches
•Observational
•Survey
•Experimental
•Contact Methods
•Mail
•Telephone
•Personal
interviewing
•Online marketing
research
•Sampling Plan
•Probability Samples
•Non probability
Samples
•Research
Instruments
•Questionnaire
•Mechanical Devices