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2
The Marketing Research Process and Proposals

McGraw-Hill/Irwin

Copyright 2010 by the McGraw-Hill Companies, Inc. All rights reserved.

Learning Objectives
Describe the major environmental factors influencing marketing research Discuss the research process and explain the various steps Distinguish between exploratory, descriptive, and causal research designs Identify and explain the major components of a research proposal

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Carolina Consulting Company

Information Research Process

Information research process is the systematic task steps in the gathering, analyzing, interpreting, and transforming of data structures and results into decisionmaking information

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Research Is Not Always Necessary

Information already available Insufficient time frames Inadequate resources Costs outweigh value

Exhibit 2.2 Phases of the Information Research Process

Phase I
Determine the Research Problem

Phase II
Select Appropriate Research Design

Phase III
Execute the Research Design

Phase IV
Communicate the Research Results

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Scientific Method
Logical Objective Systematic Reliable Valid

Phase I. Determine the Research Problem

Step 1. Identify and clarify information needs Step 2. Define the research problem and questions Step 3. Specify research objectives and confirm information value

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Step 1: Identify and Clarify Information Needs

Purpose of the research request Understand the complete problem situation Identify and separate out symptoms Determine the unit of analysis Determine the relevant variables

Exhibit 2.5 The Iceberg Principle

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Step 2: Define the Research Problem and Questions

Initial research question

Redefined research questions

Step 3: Specify Research Objectives and Confirm Information Value

Can the information be collected at all? Can the information tell the decision maker something not already known? Will the information provide significant insights? What benefits will be delivered by this information?

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Phase II. Select the Research Design

Step 4. Determine the research design and data sources Step 5. Develop the sampling design and sample size Step 6. Examine measurement issues and scales Step 7. Design and pretest the questionnaire

Step 4: Determine the Research Design

Exploratory Research

Descriptive Research

Causal Research

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Step 5: Develop the Sampling Design and Sample Size

Identify the relevant defined target population by either: conducting a census of all members, or selecting a subgroup Develop a probability or non-probability sampling plan Determine how many people need to be investigated

Step 6. Examine Measurement Issues and Scales

Level of information needed Reliability and validity of information Development of reliable and valid scale measurement Dimensions underlining critical factors Single or multi-item measures used to collect data

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Step 7: Design and Pretest Questionnaire

Questionnaires can be pretested in a usability lab like this one

Phase III. Execute the Research Design

Step 8. Collect and prepare data

Step 9. Analyze data

Step 10. Interpret data to create knowledge

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Phase IV. Communicate the Research Results

Step 11. Prepare and present final report
Executive Summary Introduction Problem Definition & Objectives Methodology Results, Findings, Limitations of Study

Research Proposal Outline

Purpose of proposed research project Type of study Definition of target population and sample size Sample design and data collection method Specific research instruments Potential managerial benefits Proposed cost for total project Profile of research company Optional dummy tables of projected results

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Marketing Research in Action: Magnum Hotel

Can this proposal achieve managements objectives? Is the target population the appropriate one? Are there other questions that should be asked?

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