MARKETING RESEARCH &

MARKETING DECISION MAKING

Dr. Menatalla KAOUD

PhD in Management Science (Marketing &
1 Management Information System)
EDGE Doctoral School (Nantes University, France)
Mkaoud@nu.edu.eg
THE MARKET RESEARCH PROCESS

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THE MARKET RESEARCH PROCESS

Design & Visualize &

Define Determine Sampling
Prepare Analyze Communicate
objective & Research & Data
Research Data
Problem Design Collection Data
Instrument

For more info. : www.mymarketresearchmethods.com

THE MARKET RESEARCH PROCESS
 Step
5:
Analyze Data
Primary data = survey, interviews, etc.

Data structured properly (excel sheet)

= The fun begins ! ➔ Analysis tools (Excel, SPSS, etc.)
- Build tables and graphs,
- Segment your results by groups that make sense (i.e.
age, gender, etc.)..
- Interviews (create answer categories)
=> Quantify and Interpret

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Start to formulate the story you will tell : )
THE MARKET RESEARCH PROCESS
 Step
5:
Analyze Data
Secondary data (The analysis of existing data)

➢ PESTEL analysis
A PESTEL analysis is an acronym for a tool used to
identify the macro (external) forces facing an
organization.

The letters stand for Political, Economic, Social,

Technological, Environmental and Legal. 5
 THE MARKET RESEARCH PROCESS

➢ PESTEL analysis

o In marketing, before any kind of strategy or tactical plan

can be implemented, it is fundamental to conduct a
situational analysis.

o Organizations that successfully monitor and respond to

changes in the macro-environment are able to
differentiate from the competition and create a
competitive advantage.

o It should be repeated at regular stages (6 monthly

minimum) to identify changes in the macro environment.
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THE MARKET RESEARCH PROCESS
➢ PESTEL analysis

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THE MARKET RESEARCH PROCESS

➢ PESTEL analysis

 Political Factors:
➢ These determine the extent to which government
and government policy may impact on an
organization or a specific industry. This would
include political policy and stability as well as trade,
fiscal and taxation policies too.

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THE MARKET RESEARCH PROCESS

➢ PESTEL analysis

 Economic Factors:
➢ These factors impact on the economy and its
performance, which in turn directly impacts on
the organization and its profitability. Factors
include interest rates, employment or unemployment
rates, raw material costs and foreign exchange rates.

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THE MARKET RESEARCH PROCESS

➢ PESTEL analysis

 Social Factors:
➢ These factors focus on the social environment and
identify emerging trends. This helps a marketer to
further understand their customers’ needs and wants.
Factors include changing family demographics,
education levels, cultural trends, attitude changes and
changes in lifestyles.

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THE MARKET RESEARCH PROCESS

➢ PESTEL analysis

 Technological Factors:
➢ These factors consider the rate of technological
innovation and development that could affect a
market or industry. Factors could include changes
in digital or mobile technology, automation, research
and development.

➢ Consideration must also be given to new methods of

distribution, manufacturing and also logistics.
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THE MARKET RESEARCH PROCESS

➢ PESTEL analysis

 Environmental Factors:
➢ These factors relate to the influence of the
surrounding environment and the impact of
ecological aspects.

➢ With the rise in importance of CSR (Corporate

Sustainability Responsibility), this element is
becoming more important. Factors include climate,
recycling procedures, carbon footprint, waste disposal
and sustainability 12
THE MARKET RESEARCH PROCESS

➢ PESTEL analysis

 Legal Factors:
➢ An organization must understand what is legal
and allowed within the territories they operate
in. They also must be aware of any change in
legislation and the impact this may have on
business operations. Factors include employment
legislation, consumer law, trade regulation and
restrictions, etc.

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 THE MARKET RESEARCH PROCESS

➢ PESTEL analysis

 Legal Factors:

(Political factors do cross over with legal factors;

however, the key difference is that political factors are
led by government policy, whereas legal factors must be
complied with.)

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 THE MARKET RESEARCH PROCESS

A PESTEL analysis helps an organization identify the

external forces that could impact their market and
analyze how they could directly impact their business.

The outcomes of a PESTEL analysis can then be used to

populate the opportunities and threats in a

SWOT analysis
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THE MARKET RESEARCH PROCESS
Internal factors

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External factors
ASSIGNMENT – PROJECT MILESTONE (20%)
 Define your Research problem / opportunity
 Determine Your “Research Design”
 Design & Prepare Your “Research Instrument”

Final version
- Assignment Deadline :
Sunday 27 Oct. (11 : 55 pm)

 Email to Menna KAOUD & Ahmed AYMAN

 Email Subject : Project Name
(CC : the members of the project group)
and your attached file.

Course materials (in the Moodle) – 17

Course Syllabus