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Marketing Quality Circle

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

Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

Qualitative research Quantitative research

Syndicated service Custom Specialty-line

Define the problem Develop research plan Collect information Analyze information Present findings Make decision

Define the problem Specify decision alternatives State research objectives

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

Data sources Research approach Research instruments Sampling plan Contact methods

To meet the managers information needs, the research plan can call for gathering secondary data, primary data or both.
Secondary dataInformation that already

exists somewhere , having been collected for another purpose.

Primary dataInformation collected for the

specific purpose at hand.

The company must also collect primary data Managers need to make sure that it should be relevant, accurate, current and unbiased. To design a plan for primary data collection a number of decisions should be taken into consideration:

Research Approaches Contact Methods Sampling Plan Research Instruments

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-12

Research Approaches

Observational Research

Survey Research

Experimental Research

Contact Methods

Mail

Telephone

Personal Interviewing

Online Marketing research

Research Instruments
Mechanical Devices

Questionnaire

Ensure questions are free of bias Make questions simple Make questions specific Avoid jargon Avoid sophisticated words Avoid ambiguous words

Avoid negatives Avoid hypotheticals Avoid words that could be misheard Use response bands Use mutually exclusive categories Allow for other in fixed response questions

Galvanometers Audiometers Eye cameras

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?

Marketing Research

Types of Marketing Research Firms

Qualitative research Quantitative research

Types of Research

The Marketing Research Process

Data sources Research approach Research instruments Sampling plan Contact methods

Define the problem Specify decision alternatives State research objectives Exploratory research Descriptive Research Causal Research

Syndicated service Custom

Organizational SpecialtyCulture line Spirituality &

Define the problem

Secondary Data Primary Organizational Data Culture

Develop research plan

Research Approaches Contact Methods

Observational Survey Experimental

Collect information Analyze information

Sampling Plan

Mail Telephone Personal interviewing Online marketing research

Probability Samples Non probability Samples

Research Instruments
Present findings
Questionnaire Mechanical Devices

Make decision