 Inorder to improve in

making good decisions

with providing the right
information, the
marketing researchers
should follow several
steps.
1. Formulating the
Marketing Research
Problem
2. Statement of Research
Objectives
3. Research Design
4. Planning the Sample
5. Data Collection
Techniques
6. Analysis and
Interpretation
7. The Marketing Research
Report
o Research starts with a problem
that management is facing. This
problem needs to be understood,
the cause diagnosed, and
solutions developed.
o A management problem must first
be translated into a research
problem.
 Management problems focus on
an action.
 Research problems focus on
providing the information needed in
order to solve the management
problem.
 Once the problem is given an
approach from a research angle,
finding a solution is easier.
“Sales are not growing”- this is the
management problem
“Why the sales of my products are not
growing?”- this is the research problem

This will determine if the lack of sales is

due to:
1. Poor expectations that lead to a general
lack desire to buy, or
2. Poor performance experience and a
lack of desire to repurchase.
 The researcher must take a formal
statement of researcher objectives.
 Objectives may be stated in qualitative or
quantitative terms and expressed as
research questions, statement or
hypothesis.
For example, the research objective is “To find
out the extent to which sales promotion
schemes affected the sales volume” is a
research objective expressed as statement.

A hypothesis is a statement that can be

refuted or supported by empirical finding.
The same research objective could be stated
as “To test the proposition that sales are
positively affected by the sales promotion
schemes undertaken this summer.”
Example of another hypothesis may be:
“The new packaging pattern has resulted
in increase in sales and profits.”
If the objectives or the hypotheses are
developed, the researcher is ready to
choose the research design.
 The research design is a plan or
framework for conducting the study and
colleting data.
 It is defined as the specific methods and
procedures used to acquire the
information needed.
 It represents a framework for the research
plan of action.
 The objectives of the study are included in
the research design to ensure that data
collected are relevant to the objectives.
There are three types of Research design:

1. EXPLORATORY RESEARCH
-it is used in cases where the marketer
has little or no understanding about the
research problem due to lack of proper
information.
-it follows an unstructured format and
makes use of qualitative techniques,
secondary research and expert’s
opinion.
-The core goal of exploratory research
is to equip marketers with enough
information to facilitate marketers plan
a format research design correctly.

2. DESCRIPTIVE RESEARCH
-It describes marketing problems,
situations, or markets, such as the
market potential for a product or the
demographics and attitudes of
consumers.
Descriptive research is used to find accurate
answers of questions like:
1. Who are users of my products?
2. How they are using my products?
3. What proportion of population uses my
products?
4. What is the future demand for my products?
5. Who are all my competitors?

-Descriptive research is used to explain,

monitor and test hypotheses created by
marketers to help them find accurate
answers.
-Due to this reason, descriptive research
is rigid, well structure and well planned
and uses quantitative techniques.

3. CAUSAL RESEARCH
-It is used by marketers to find cause
and effect relationship of variables.
-It is also sometimes referred as “If…
Then…” method.
-It uses field and laboratory
experimentation techniques to achieve
its goals.
Here are cases where causal research can
be used:
1. What will happen to sale of my product
if I change the packaging of the product?
2. What will happen to sale of my product
if I change the design of the product?
3. What will happen to sale of my product
if I change the advertising?
 Sampling involves procedures that use a small
number of items or parts of the population to
make conclusion regarding the population.
In order to design a sample, a researcher must
find answers to these questions:
1. From which base population is the sample to
be selected?
2. What is the method for sample selection?
3. What is the size of the sample?
Upon knowing who the relevant
population is established there is already
a base for the sample. This will allow the
researcher to make inferences about a
larger population.
There are two methods of selecting a
sample from a population: probability or
non-probability sampling.
PROBABILITY METHOD relies on a
random sampling of everyone within the
larger population.
Here are some types of probability
methods of sampling:
1. SIMPLE RANDOM SAMPLING- Simple
random sampling refers to any
sampling method that has the following
properties.
a. The population consists of N objects.
b. The sample consists of n objects.
c. If all possible samples of n objects are
equally likely to occur, the sampling
method is called simple random
posting.
2. STRATIFIED SAMPLING- the population
is divided into groups, based on some
characteristic. Then, within a group, a
probability sample is selected.
-In stratified sampling, the groups are
called strata.
3. Cluster Sampling- every members of
the population is assigned to one, and
only one, group.
-Each group is called a cluster.
-A sample of cluster is chosen, using a
probability method.
4. MULTISTAGE SAMPLING- a sample is
selected by using combinations of
different sampling methods.
For example, In stage 1, the researcher
might use cluster sampling to choose
clusters from a population. Then, in
Stage 2, he might use simple random
sampling to select a subset of elements
from each chosen cluster for the final
sample.
5. SYSTEMATIC RANDOM SAMPLING- with
a systematic random sampling, the
researcher creates a list of every member
of the population. From the list, he
randomly selects the first sample
elements from the first k elements on
the population. Thereafter, he selects
every kth element on the list. This
method is different from simple random
sampling since every possible sample of
n elements is not equally likely.
Non probability method is based in part
on the judgment of the researcher, and
often employs convenience samples, or
by other sampling methods that do not
rely on probability.
Here are some types of non-probability
methods of sampling:
1. VOLUNTARY SAMPLE- A voluntary
sample is made up of people who self-
select into the survey. Often, these
folks have a strong interest in the main
topic of the survey.
2. CONVENIENCE SAMPLE- a convenience
sample is made of people who are easy
to reach.
The collection of data relates to the
gathering of facts to be used in solving
the problem.
 Methods of market research are
essentially methods of data collection.
There are two kinds of data:
1. SECONDARY DATA are facts and figures
that have already been recorded before
the marketing research project.
-Data that are secondary can be
collected from concerned reports,
magazines and other periodicals,
especially written articles, government
publications, company publications,
books, etc.
 There are two sources of secondary data
which are the internal sources and
external sources.
INTERNAL SOURCES include data that
exists and is stored inside the
organization.
EXTERNAL SOURCES is data that is
collected by other people or
organizations from the organization’s
external environment.
2. PRIMARY DATA are facts and figures
that are newly collected for the
marketing research project.
-Data that are primary can be collected
from the original base through
empirical research by means of various
tools.
 -There are many ways to collect data.
Two important methods to consider are
interviews and observation.

INTERVIEWS required a researcher to ask

questions and receive responses.
Common modes of research
communication include interviews
conducted face-to-face, by mail, by
telephone, by email, or over the internet.
This broad category of research techniques is
known as survey research. These
techniques are used in both non-
experimental research and experimental
research.
OBSERVATION- observing a person’s or
company’s past or present behavior can
predict future purchasing decisions.
-Data collection techniques for past
behavior can include analyzing company
records and reviewing studies published
by external sources.
 In order to analyze information from
interview or observation techniques, a
research must record results. Because
the recorder results are vital,
measurements and development are
closely linked to which data collection
techniques he decide on.
 the way of recording the data changes
depends on which method to use.
 In order for data to be useful, they must
be analyzed. Analysis techniques vary
and their effectiveness depends on the
types of information collected, and the
type of measurements to be used.
Because they are dependent on the data
collection, analysis techniques should be
decided before the steps.
 This report include all of information,
including an accurate description of the
research process, the results, conclusions
and recommended course of action. The
report should provide all the information the
decision makers need to understand the
project.
 .