Marketing Research

Lecture 1 – Chapter 1
MRKT Major – Fall 2018

Course Lecturer:
Dr. Noha El-Bassiouny
Dr. Noha El-Bassiouny
Noha.elbassiouny@guc.edu.eg

Office: B5.313

Day Off: Saturday

 Course Assessment

Assessment Method Weight

Group Cases & Articles 10%

Project 30%

Midterm Exam 20%

Final Exam 40%

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 Chapter 1:
Introduction to
Marketing Research

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“The role of a marketing researcher
must include consulting skills,
technical proficiency, and sound
management. The focus of the role
is to provide information to identify
marketing problems and solutions
in such a way that action can be
taken”

– Michael Baumgardner, president and

CEO, Burke, Inc.

Page
5
 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.

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Dr. Noha El-Bassiouny and Dr. Sara Hamed 7
Source: Malhotra et al. (2006). “Helping MR Earn a Seat at the Table for Decision-Making”.
European Business Review, 18 (4).
 Classification of Marketing Research

Figure 1.1

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Classification of Marketing Research

Problem- Problem-Solving
Identification Research
Research Research undertaken to
Research undertaken to help solve specific
help identify problems marketing problems.
which are not
necessarily apparent on
the surface and yet exist
or are likely to arise in
the future.
Classification of Marketing Research

Problem-Identification Problem-Solving
Research Research

 Problem-identification research takes place first. Once a

problem or opportunity has been identified, problem-
solving research is undertaken to arrive at a solution.

 Both types go hand in hand, and a given marketing

research project may combine both types of research
 The Marketing Research Process

Step 1: Problem Definition

Step 2: Development of an Approach to the Problem

Step 3: Research Design Formulation

Step 4: Field Work or Data Collection

Step 5: Data Preparation and Analysis

Step 6: Report Preparing and Presentation

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 The Marketing Research Process

Step 1: Problem Definition:

• The purpose of the study
• The relevant background information

Step 2: Development of an Approach to the

Problem:
• Formulating a theoretical framework or analytical
models
• Formulating research questions and hypotheses

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 The Marketing Research Process

Step 3: Research Design Formulation:

• Blueprint for conducting marketing research
• Design a study that will:
 Test the hypotheses of interest
 Determine possible answers to the research questions
 Provide the information needed for decision making

Steps:
1. Definition of the information needed
2. Secondary data analysis
3. Qualitative research
4. Methods of collecting quantitative data (survey,
observation, and experimentation)
5. Measurement and scaling procedures
6. Questionnaire design
7. Sampling process and sample size
8. Plan of data analysis
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 The Marketing Research Process

Step 4: Fieldwork or Data Collection:

• A field force or staff is selected to collect the data

Step 5: Data Preparation and Analysis:

• Data Preparation: editing, coding, transcription of
data
• Data Analysis: analysis of data to derive information
related to the components of the marketing research
problem and, thus, to provide input into the
management decision problem.

Step 6: Report Preparation and Presentation:

• Documenting the project in written form by describing
all previous steps
• Presentation to management

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 The Role of Marketing Research

Figure 1.2

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 Marketing Research Suppliers & Services

Figure 1.4
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 Marketing Research Suppliers & Services

• Internal suppliers: A marketing research

department within the firm (in-house)

• External suppliers: Outside firms hired to

supply marketing research data
• Full-service suppliers: offer the entire range of
marketing research services, from problem definition,
approach development, questionnaire design, sampling,
data collection, data analysis, and interpretation, to
report preparation and presentation.
• Limited-service suppliers: specialize in one or a few
phases of the marketing research project

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 Marketing Research Suppliers & Services
Full-service Suppliers

• Syndicated services: collect information of

known commercial value that they provide to
multiple clients on a subscription basis
• Standardized services: research studies
conducted for different client firms but in a
standard way
• Customized services: offer a wide variety of
marketing research services customized to suit a
client’s specific needs. Each marketing research
project is treated uniquely.
• Internet services: conducting marketing
research on the Internet

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 Marketing Research Suppliers & Services
Full-service Suppliers

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 Marketing Research Suppliers & Services
Full-service Suppliers: Nielsen Services

RMS CI
(Retail Measurement (Consumer Insights)
Solutions/Services)

Customized Services Syndicated Services

Standardized Services Nielsen Solutions U&A Studies

(to the Client’s Standards) (Standardized Services) (Usage & Attitudes
Studies)

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 Marketing Research Suppliers & Services
Limited-service Suppliers
• Field services: collecting data through mail, personal,
telephone, or electronic interviewing

• Coding and data entry services: editing completed

questionnaires, developing a coding scheme, and transcribing
the data input into a computer

• Analytical services: designing and pretesting questionnaires,

determining the best means of collecting data, and designing
sampling plans, as well as other aspects of the research design

• Data analysis services: offered by firms that specialize in

computer analysis of quantitative data such as those obtained
in large surveys

• Branded marketing research products and services:

specialized data collection and analysis procedures developed
to address specific types of marketing research problems.
These procedures may be patented, given brand names, and
marketed like any other branded product.

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 Selecting a Research Supplier

 What is the reputation of the supplier?

 Do they complete projects on schedule?
 Are they known for maintaining ethical standards?
 Are they flexible?
 Are their research projects of high quality?
 What kind and how much experience does the supplier
have? Has the firm had experience with projects similar to
this one?
 Do the supplier's personnel have both technical and non-
technical expertise?
 Can they communicate well with the client?

Competitive bids should be compared on the basis of

quality as well as price.

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 Ethics in Marketing Research

1. Problem Definition
• Using surveys as a guise for selling or fundraising
• Personal agendas of the researcher or client
• Conducting unnecessary research

2. Development of an Approach to the Problem

• Using findings and models developed for specific
clients or projects for other projects
• Inaccurate reporting of manager’s needs

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 Ethics in Marketing Research

3. Research Design Formulation

• Formulating a research design more suited to the
researcher's rather than the client's needs
• Using secondary data that are not applicable or
have been gathered through questionable means
• Disguising the purpose of the research
• Using measurement scales of questionable
reliability & validity
• Using inappropriate sampling procedures and
sample size

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 Ethics in Marketing Research

4. Field Work or Data Collection

• Increasing discomfort level of respondents
• Not maintaining anonymity of respondents
• Disrespecting privacy of respondents
• Misleading respondents
• Embarrassing or putting stress on respondents

5. Data Preparation and Analysis

• Identifying and discarding unsatisfactory respondents
• Interpreting the results wrong and making incorrect
conclusions and recommendations

6. Report Preparation and Presentation

• Incomplete reporting
• Biased reporting
• Inaccurate reporting

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