According to Kotler and Armstrong, marketing

research is systematic design, collection, analysis,

and reporting of data to a specific marketing
situation facing an organization.

In conducting a marketing research, marketers

follow a systematic procedure in gathering and
analyzing data. This procedure in gathering and
analyzing data.

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 Implementing
Defining the Developing the
the research Interpreting and
problem and research plan
plan - collecting reporting the
research for collecting
and analyzing findings
objectives information
the data

Figure 3.3. The Marketing Research Process

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 In this step, the marketing team
must determine the problem and the
Defining the problem research objectives. Through this step
and research objectives is usually the hardest part of the
process, the researchers should
understand the nature of research and
the possible best source of information.
In determining the problem, the
marketing group may be guided by
these two questions:
1. Why is there a need to conduct a
marketing research?
2. What particular gap in marketing that
needs to be addressed?

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 In formulating the research objectives, the marketing team may
base it in three types of research objectives.

Exploratory • To collect initial information that will help define

problem and suggests hypotheses.
Research
Descriptive • To describe marketing problems, situations or
markets, such as the market potential for a product
Research or the demographics and attitude and customers.

Casual • To test hypotheses about causes-and-effect

relationships.
Research
Figure 3.4. Types of Research Objectives, Kotler and Armstrong
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 In this stage, the marketing team must
Developing a research develop a research plan that would be the basis
of the information that needs to be gathered
plan for collecting efficiently in attaining the research objectives.
information Marketing research plan may contain the
following variables:
•Statement of the problem
•Research objectives
•Significance of the research
•Scope of research
•Existing data
•Research approaches
•Research methods
•Sampling plan
•Research tools or instruments
•Research cost
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 In gathering information needed for the planning the marketing research,
the marketing research may gather secondary data and/or primary data
depending on the information needs of the management.

Secondary data – these are existing information gathered to serve some

other purpose or use. In gathering secondary data, the marketing team may refer
to its internal database or may call on services from other sources of information
like business data and government information services.
The advantages of using secondary data:
1. Low cost
2. Can be acquired faster because the data is already available

Primary data – these are information gathered to serve the specific purpose
of the research. The research team should ensure that all information collected is
significant, precise, updated, and impartial.
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 In gathering primary data, the marketing researchers consider
research approach, methods, sampling, and instruments.
Research Approaches:
1.Observation Research – collecting data through
observation of famous people, actions and reactions to
situations.
2.Survey research – collecting data through inquiry to people
on their knowledge, choices, perception, attitude, and
behavior.
3.Experimental – collecting data through the choice of
matched groups of subjects, exposing them into different
treatments and controlled tests.
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Contact Methods:
1. Mail questionnaires – information can be attained by emailing the
questionnaires to the target customers.
2. Telephone interviews – target respondents can be reached through
phone calls.
3. Personal interview (Focus interview and focus group interview) – the
personal interview is a good source of a rich information because it does
not only provide researchers with answers to the questions but also, the
researcher can observe the nonverbal reactions of the interviewee. Focus
group interview consist of five (5) to six (6) being interviewed at the same
time. It is usually a form of discussion.
4. Online – gathering data using online survey or online focus group
interview using a web camera.

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Sampling Plan:
The term sample refers to a segment of the population selected for the
marketing research to represent the population as a whole (Kotler and
Armstrong).
There are three (3) factors that need to be considered in designing the
sample in marketing research. These are the following:
1. Sampling unit – It refers to the subject ( person or group of people) that will be
studied. Marketing researchers may select one sample among the target
population of the research to represent the whole. For example, when studying
the buying behavior of college students in Metro manila on fast food products, a
single college student in a university can be a sampling unit.
2. Sampling size – it refers to the number of subjects to be included in the study.
Example, how many students should be included in the study? The size of the
sample may be determined depending on the statistical considerations and the
cost of research. The reliability of the results may be affected by the sampling
size.
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3. Sampling procedures – It refers to the process of selection of the
sample. How the subject in the sample be selected? The marketers may
use probability samples or nonprobability samples in their selection.
Probability Samples:
a. Simple random sample
b. Stratified random sample
c. Cluster (area) sample
Nonprobability Samples:
a. Convenience sample
b. Judgment sample
c. Quota Sample

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Research Instruments:
Marketing researchers may use questionnaires and/or
mechanical instruments in gathering primary data.
Questionnaires. It is the most common research instrument.
Many researchers questionnaires as a tool in gathering data,
whether for a personal interview, mail, telephone, and/or
online.
Questionnaires are flexible instrument of the researcher.
Marketing researchers may ask closed-end question or open-
end questions to respondents depending on the objective of
the research.

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 Closed-end questions provide possible
answers to choose. For example:
Where did you learn the services being offered
by the shop?
a. Referred by family, friends, and colleagues
b. Through TV, radio, and print advertisement
c. Online Ads via e-mail or Facebook accounts
d. Others

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 Open-end questions provide respondents to use their words in
answering the questions. This allows marketing researchers to
understand the consumers better by finding out what they are
thinking. For example:
a. What is your stand in changing concept of beauty among Filipino
women?
b. What is your point of view on Filipino women using skin-whitening
products, like soap, lotion, pills/capsules, or injectable serum?
c. What is your opinion on products that offers skin whitening results in
just one (1) week?

Mechanical Instruments. Marketing researchers can also use mechanical

devices to monitor the behavior of the customers. Some companies use
people meters or retail scanners in getting information on the consumer
behavior.
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 Collecting and analyzing the
data. In this stage, the marketing
Implementing the researchers implement the research
research plan plan. The research team is carefully
administering the collection of data to
secure reliability and accuracy of the
results.
In this process, the research
team must secure utmost accuracy and
completeness of the data to be treated
and analyzed. In the research process,
this is the most tiring and expensive
stage. Thus, the marketing research
team should be prepared and
equipped.

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 In this stage, the marketing
researchers will interpret the processed
Interpreting and data and come up with findings and
reporting the findings conclusions before reporting it to the
management.
The marketing research should
report the significant findings and
insights that will help management in
making major decisions.
On the other hand, managers
also have a major role in interpreting
the generated data. Manager’s insights
are pertinent in giving an in-depth
interpretation of the information.

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BY: ADVERTISING
GROUP
Identification:
1. This type of research is to collect initial information that
will help define problem and suggests hypotheses.
2. This type of research to describe marketing problems,
situations or markets, such as the market potential for a
product or the demographics and attitude and customers.
3. This type of research to test hypotheses about causes-
and-effect relationships.
4. It is used gathering data using online survey or online
focus group interview using a web camera.
5. The target respondents can be reached through phone
calls.
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Identification:
6. To collect more information can be attained by emailing
the questionnaires to the target customers.
7. It is a focus group interview consist of five (5) to six (6)
being interviewed at the same time. It is usually a form of
discussion.
8. It refers to the process of selection of the sample.
9. It refers to the subject ( person or group of people) that
will be studied.
10. It refers to the number of subjects to be included in
the study.
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Identification:
11. Marketing researchers may use questionnaires and/or
mechanical instruments in gathering primary data.
12. Marketing researchers can also use mechanical devices to
monitor the behavior of the customers.
13. Many researchers questionnaires as a tool in gathering
data, whether for a personal interview, mail, telephone,
and/or online.
14-15. What are the two kinds of questionnaires are flexible
instrument of the researcher.

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Enumeration:
16-19. Give the four (4) marketing research process.
20. Give one (1) advantages of using secondary data.

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Answers:
1. Exploratory Research 13. Questionnaire
2. Descriptive Research 14. Open-end
3. Casual Research 15. Close-end
4. Online 16. Defining the problem and research
5. Telephone Interview objectives
6. Mail Questionnaires 17. Developing a research plan for
collecting information
7. Personal Interview
18. Implementing the research plan
8. Sampling procedure
19. Interpreting and reporting the
9. Sampling unit findings
10. Sampling size 20. Low cost / Can be acquired faster
11. Research Instrument because the data is already available
12. Mechanical Instrument 24