BUSINESS RESEARCH PROCESS

RESEARCH
The systematic and objective identification, collection,
analysis, dissemination, and use of information for the
purpose of assisting management in decision making
related to the identification and solution of problems
and opportunities in marketing”
Naresh K. Malhotra
Marketing Reserch: An Applied Orientation
RESEARCH
 Def. - Formal communication link with the environment
to provide accurate and useful information for better
decision making.

 Systematic process of specifying, collecting, analyzing,

and interpreting.

 Useful for planning, problem-solving, and controlling

APPLICATION OF MR

 Marketing research activities can be divided into four main

strategic categories:

 Market Analysis
 Identifying and evaluating opportunities
 Competitive Analysis

 Market Segmentation
 Analyzing market segments and selecting target markets
 Marketing Strategy Design
 Planning and implementing a marketing mix
 Analyzing Marketing Performance
MANAGERIAL VALUE OF RESEARCH
 Value
 Relevance
 Quality
 Timeliness
 Completeness

 Data vs. Information vs. Knowledge

SCIENCE OR ART?

 Objectivity of Investigator
 Unbiased
 Procedural integrity
 Accurate reporting
 Accuracy of Measurement
 Valid and Reliable
 Meaningful and useful
 Appropriate design (sample, execution)
 Open-minded to Findings
 Willing to refute expectations
 Acknowledge limitations
Problem Discovery Problem Selection of
and Definition discovery sampling
technique
Sampling

Selection of
exploratory research
technique Probability Nonprobability

Secondary
Experience Pilot Case Collection of
(historical) Data
survey study study data
data Gathering
(fieldwork)

Data Editing and

Problem definition Processing coding
(statement of and data
research objectives) Analysis

Data
Selection of processing
Research Design basic research
method Conclusions Interpretation
and Report of
findings
Experiment Survey
Secondary
Laboratory Field Interview Questionnaire Observation
Data Study Report
THE RESEARCH PROCESS

1. Define the Research Problem

2. Determine Research Design and Data Sources
3. Develop Sample Design and Sample Size
4. Develop Measurement Instruments
5. Collect and Prepare Data
6. Analyze and Interpret Data
7. Communicate Results
STEP 1: IDENTIFYING AND
FORMULATING THE RESEARCH
PROBLEM/OPPORTUNITY

 Process begins with the recognition of a

problem or opportunity:
 Problem: Set of circumstances in a market
and/or in the company that requires modified
or new marketing strategy to respond in a
way that will maintain or improve
performance.
 Market Opportunity: Set of circumstances
in a market that defines a situation in which a
company can improve performance by
creating modified or new marketing strategy.
STEP 2: DETERMINE THE RESEARCH
DESIGN AND DATA SOURCES
 Exploratory, Descriptive,
Causal
 Secondary vs. Primary
Data
 Survey research

 Observation research

 Focus Groups

 Experiments
 STEP 3: DESIGN SAMPLE
 Sample: a subset from a larger population
 Probability vs. nonprobability sample

 Number of respondents

 Method of contact

 Management of non-response

 Detailed field instructions

 Handling of data
 STEP 4: DEVELOP MEASUREMENT
INSTRUMENTS
 What observation form or questionnaire will
be best suit the needs of the project?
 Anonymous? Confidential?

 Structured vs. open-ended

 What types of rating scales?

 What is the layout going to look like?

STEP 5: COLLECT AND PREPARE
DATA
 Editing and Coding
 Data Entry

 Data Cleansing

 Summarization

 Error Assessment

 Reliability/Validity
STEP 6: ANALYZING THE DATA

Purpose of the analysis is to interpret

and draw conclusions from the mass of
collected data

Must select appropriate analytic tools to

match data, research objectives, and
information needs
 STEP 7: COMMUNICATING RESULTS
 Researchers must remember to speak in
managerial terms rather than in the terminology
understood only by research specialists
 Reports should outline technical details of the
research project and methods in an appendix, if
at all
 Researchers should spell out their conclusions in
clear, concise, and actionable terms
 Be open-minded to findings, be willing to refute
expectations, and acknowledge limitations.