Marketing Research

Topic 2: The Marketing Research

Process
 What are the skills you will learn in this
course?

1. Understand the role of MR in a business context

2. Learn how to effectively define a business problem
in research terms
3. Have a knowledge of key quantitative and
qualitative research techniques
4. Be able to recommend an appropriate research
technique in a given context
5. Understand the principles of sampling
6. Understand the principles of questionnaire design

7. Have experience in conducting a research project

from start to finish
The Marketing Research Process

1. Problem Definition

2. Develop Approach to the Problem

3. Formulate Research Design

4. Undertake Fieldwork to Collect Data

5. Data Preparation and Analysis

6. Report Prepartation and Presentation

 Classification of Marketing Research

Marketing Research

Problem Identification Problem Solving

Research Research

• Market Share • Segmentation Studies

• Image Studies • Product Research
• Business Trends • Pricing Research
• Investigative Studies • Promotion Research
• Sales Analysis • Distribution Research
 Problem Definition

A broad statement of the general problem and

identification of the specific components of
the marketing research problem
 Problem Definition Process: Step 1

Context of the Marketing Problem - The Tasks Involved

Discussions with Interviews with Secondary Data

Decision makers Experts Evaluation

Translate Management Decision Problem into

Marketing Research Problem
 Problem Approach: Step 2

Decide on Approach to Problem

Specify Info Research Questions

Analytical Model
Needed Hypotheses

Next Step: Build Research Design

 Problem Definition
Company Decision Maker Vs. Researcher

Discussion Between the Researcher and the Decision

Maker

Focus of the Focus of the

Decision Maker in Researcher:
the Company:
Underlying Causes:
Loss of Market Share •Promotion by
competition
•Inadequate distribution
•Lower Product Quality
•Other?
 Conducting a Problem Audit

History of the Problem

Alternative courses of Action Available to DM*

Criteria for Evaluating Alternative Courses of Action

Nature of Potential Actions Based on Research

Information Needed to Answer the DM’s Questions

Corporate Decision Making Culture

*Decision Maker
Assess the Context of the Problem

• Past information and forecasts

• Available Resources
• Objectives of the decision maker
• Buyer behaviour
• Legal environment
• Economic Environment
• Technology Environment
 Problem Definition: Common Errors

Problem Definition too broad

• Does not provide guidelines for next

steps

Problem Definition too Narrow

•May miss some important components

of the problem
 Correct Definition of MR Problem

Broad Statement

Component 1 Component 2 Component 3

 Translation of Management Decisions into
Research Problem

Management Decision Research Problem

• Determine Consumer preferences

• Should New Products be
and purchase intentions for proposed
introduced? new products

• Should the advertising • Determine the effectiveness of the

campaign be changed? current advertising campaign

• Determine the price elasticity of the

• Should the price of the
demand the impact of sales with
brand be increased? various price changes
Problem Definition Exercise: Boat Noodle

The
The Boat
Boat Noodle
Noodle Restaurant
Restaurant has
has experienced
experienced aa decrease
decrease
in
in the
the number
number of of customers
customers who
who eat
eat at
at their
their restaurant
restaurant
over
over the
the last
last 44 months.
months. They’re
They’re not
not sure
sure why
why business
business
has
has gone
gone down
down andand are
are wondering
wondering ifif they
they should
should change
change
their
their menu
menu as as aa means
means ofof bringing
bringing people
people back.
back.

To do…
1. Identify the Management Decision.
2. Follow the Problem definition process (step 1) to translate
the Management Decision into a Research Problem.
3. Follow the Problem Approach (step 2) and recommend a
research approach to Boat Noodle.
 Problem Definition Process: Mobitel

Mobitel
Mobitel has
has recently
recently found
found that
that there
there has
has been
been aa
significant
significant increase
increase in
in the
the number
number ofof cancelled
cancelled accounts.
accounts.
Upon
Upon investigation
investigationitit appears
appearsthat
that the
themajority
majority ofofthese
these
customers
customers are
arestudents…they
students…they arearewondering
wondering ifif they
they
should
should run
run aa special
special promotion
promotionto to win
win these
these students
students
back.
back.

To do…
1. Identify the Management Decision.
2. Follow the Problem definition process (step 1) to translate
the Management Decision into a Research Problem.
3. Follow the Problem Approach (step 2) and recommend a
research approach to Boat Noodle.
 Problem Definition Process:
G’Day Mate Guesthouse
G’Day
G’DayMate
Mateisisaanew
newguesthouse
guesthouseininPhnom
PhnomPenh
Penhthat
thathashasbeen
been
recently
recentlyopened
openedby byaayoung
youngCambodian.
Cambodian. Her Hergoal
goalisisto
totarget
target
Australian
Australiantravellers
travellersininPhnom
PhnomPenh
Penhwith
withsimilar
similar
accommodation
accommodationand andfood
foodthat
thatthey
theywould
wouldreceive
receivein
inAustralia.
Australia.
To
Todate,
date,aafew
fewtravellers
travellershave
havestayed
stayedat
atthe
theguest
guesthouse
houseand and
really
reallyenjoyed
enjoyedit,
it,but
butfew
fewpeople
peopleseem
seemtotoknow
knowabout
aboutit.it. AA
promotional
promotionalcampaign
campaignisisneeded,
needed,but
butwhere
wheretotostart??
start??

To do…
1. Identify the Management Decision.
2. Follow the Problem definition process (step 1) to translate
the Management Decision into a Research Problem.
3. Follow the Problem Approach (step 2) and recommend a
research approach to Boat Noodle.