Ch.2 Marketing Research Process

Role of Marketing Research
1. Reduces uncertainty
2. Helps focus decision making
Types of Marketing Research
Exploratory, Descriptive, Causal
-Initial research conducted to clarify and define the nature of a problem

-Does not provide conclusive evidence

-Subsequent research expected

Secondary data (historical data)

Pilot study/focus groups

Experience survey

-Describes characteristics of a population or phenomenon

-Some understanding of the nature of the problem

Causal Research
-An unproven proposition

-A possible solution to a problem


-Causal research attempts to explain events

Steps in the Marketing Research Process (All relevant details)
-Define the Problem or Opportunity
-State the Research Objectives
-Develop a Research Design
-Prepare for Data Collection
-Collect the Data
-Analyze the Data
-Write and Present the Research Report
Step 1: Define the Problem or Opportunity
-Reasons for pursuing the information
-Decision maker’s objectives
-What is already known about the issue?
-Risks associated with the problem or opportunity
-Resources available for the research activity
-How the information will help the decision maker
Step 2: State the Research Objectives
Three Types:
-Gather preliminary information to help identify a problem, generate hypotheses, and gain insights into something of interest
-Describe things like attitudes, perceptions, characteristics, activities, and situations
-Test hypotheses to determine cause-and-effect relationships
Step 3: Develop A Research Design
-Research Design: The framework that directs marketing research efforts.
-An effective research design does two things:
=Provides answers to questions as objectively, accurately, and economically as possible.
=Controls possible sources of errors, such as collecting data from respondents who are not representative of the population of interest.
Step 4: Prepare for Data Collection
-Secondary Data: Data that has already been collected for a purpose other than the current study.
-Primary Data: Original data gathered to satisfy the purpose of the current study.
Step 5: Collect the Data
-Personal Interviews
-Telephone Surveys
-Mail Surveys
-Computer-Assisted Surveys
Step 6: Analyze the Data
-Edit Data
-Code Data
-Analyze Data
Step 7: Write and Present the
Research Report
Write and Present the
Research Report