MARKETING RESEARCH

Asad Javed

RESEARCH
R Recognition of information needs
E Effective decision making
S Systematic and objective
E Exude or disseminate information
A Analysis of information
R Recommendation for action
C Collection of information
H Helpful to managers

Purpose Of Marketing Research

Reduces Uncertainty
Helps in decision making
Gain a more detailed understanding of consumers
needs:
e.g., views on products prices, packaging, recent
advertising campaigns

Reduce the risk of product/business failure:

there is no guarantee that any new idea will be
a commercial success
Can help to achieve commercial success

Forecast future trends:

it can also be used to anticipate future customer needs

Marketing Research
Why do businesses need accurate and up-to-date information?

To undertake marketing effectively

Changes in technology
Changes in consumer tastes
Market demand
Changes in the product ranges of competitors
Changes in economic conditions

Marketing Research: Definition

Many definitions of Marketing Research:

Marketing research is the systematic design,
collection, analysis and reporting of data and
findings relevant to a specific marketing situation
facing the company.
Marketing research is the process of designing,
gathering, analyzing, and reporting information
that may be used to solve a specific marketing
problem.

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.

Customer Groups
Consumers
Employees
Shareholders
Suppliers
Uncontrollable
Environmenta
l
Factors

Controllable
Marketing
Variables
Product
Pricing
Promotion
Distribution

Marketing
Research

Marketing
Assessing
Providing
Information Information Decision
Making
Needs

Marketing Managers
Market Segmentation
Target Market Selection
Marketing Programs
Performance & Control

Economy
Technology
Laws &
Regulations
Social &
Cultural
Factors
Political Factors

MARKETING RESEARCH PROCESS

Step 1: Purpose of Research
Step 2: Plan of Research
Step 3: Performance of Research
Step 4: Processing of Research
Step 5: Preparing and Presenting the Report

1. Purpose of Research
It is a difficult thing but it provide
clear direction.
It determines the nature of research.

1. Purpose of Research
Types of Research
Exploratory
Descriptive
Causal

1. Purpose of Research
Uncertainty Influences the Type of Research

CAUSAL OR
DESCRIPTIVE

COMPLETELY
CERTAIN

ABSOLUTE
AMBIGUITY

EXPLORATORY

1. Purpose of Research
Degree of Problem Definition
Exploratory Research
Descriptive Research
Causal Research
(Unaware of Problem)(Aware of Problem)
(Problem Clearly Defined)
possible situation

Our sales are declining and What kind of people are buying Will buyers purchase more of
we dont know why.our product? Who buys our
our products in a new package?
competitors product?
Would people be interested
Which of two advertising
in our new product idea? What features do buyers prefer campaigns is more effective?
in our product?

Exploratory Research
Initial research conducted to clarify
and define the nature of a problem
Does not provide conclusive
evidence
Subsequent research expected

Descriptive Research
Describes characteristics of a
population or phenomenon
Some understanding of the nature of
the problem

Descriptive Research
Example
Weight Watchers average customer:
Woman about 40 years old
Household income of about $50,000
At least some college education
Trying to juggle children and a job

Descriptive Research
Example
Mens fragrance market:
1/3 size of womens fragrance
market
But growing at a faster pace
Women buy 80 % of mens
fragrances

Causal Research
Conducted to identify cause-andeffect relationships

IDENTIFYING CAUSALITY

A causal relationship is impossible to

prove.
Evidence of causality:
1. The appropriate causal order of
events
2. Concomitant variation--two
phenomena vary together
3. An absence of alternative plausible
explanations

2. Plan of Research
Have to develop an effective plan of research.
Manager and Researcher have to decide:
1. Data Source:
Primary or Secondary data???
2. Research Approach
Primary data can be collected through 5 sources:
a. Observation
b. Focus Group
c. Survey Research
d. Behavioral Research
e. Experimental Research

2. Plan of Research
3. Research Instrument
How Primary data will be collected?
a. Questionnaires
b. Interviews
c. Qualitative methods (generally

used for exploratory purposes - small

number of respondents - not
generalizable to the whole population
Used for theory
development)

2. Plan of Research
4. Sampling Plan and Design
A sample plan identifies who is to be sampled and
how to select them for study.
A sample element refers to a unit of the entity
being studied.
A sample Frame is a list from which the sample
elements are drawn for the sample.
A sample plan specify how to draw the sample
elements from the sample plan.
Methods are available to help the researcher
determine the sample size required for the
research study.

2. Plan of Research

5. Data Collection Forms

Questionnaires/Forms are designed to
collect the data.
Validity and reliability of scales are
measured.
6. Personnel Requirement
List of all he persons required that for
research.
Authorities and responsibilities are
distributed.

2. Plan of Research
7. Milestones
Detail outline plan of complete study.
Deliverable
8. Analysis Phase
Coding
How data will be analyzed?

3. Performing the
Research
It includes:
Preparing data collection
Collection of data

It depends on type of research and

type of data needed.

4. Processing of
Research
Coding data
Male =1
Female=2

Applying statistical tests like

ANOVA
Measuring central tendency
Measuring dispersion
Correlation
Regression
Etc.

5. Preparing Research
Report
Preparing the marketing research
report involves describing the
process used, building meaningful
tables, and using presentation
graphics for clarity.
Complete statement of everything
done in research.
It should be clear and unambiguous.

Problem
discovery

Problem Discovery
and Definition

Sampling

Selection of
exploratory research
technique

Secondary
(historical)
data

Experience
survey

Probability

Pilot
study

Case
study

Data
Gathering
Data
Processing
and
Analysis

Problem definition
(statement of
research objectives)

Experiment
Laboratory

Conclusions
and Report

Survey
Field

Interview

Nonprobability

Collection of
data
(fieldwork)
Editing and
coding
data
Data
processing

Selection of
basic research
method

Research Design

Selection of
exploratory research
technique

Questionnaire

Observation

Secondary
Data Study

Interpretation
of
findings

Report