5. The Marketing Research Process
Defining the
objectives and
research needs
Designing the
research
Data collection
process
Analyzing data and
developing insights
Action plan and
implementation
6. Step 1: Defining Objectives
and Research Needs
What information is needed to
answer specific research
questions?
How should that information be
obtained?
19. Qualitative versus Quantitative
Data Collection Techniques
Qualitative research
Observation
Quantitative research
Experiments
In-Depth interviews
Survey
Panel
Scanner
Data
collection
research
Social media
Focus groups
20. CHECK YOURSELF
1.
What are the types of qualitative research?
1.
What are the types of quantitative research?
21. Advantages and Disadvantages of Secondary and
Primary Data
Type
Examples
Advantages
Disadvantages
Secondary Research
❑Census data
❑Sales invoices
❑Internet information
❑Books
❑Journal articles
❑Syndicated data
❑Saves time in collecting
data because they are
readily available
❑Free or inexpensive
(except for syndicated
data)
❑May not be precisely
relevant to information
needs
❑Information may not be
timely
❑Sources may not be
original, and therefore
usefulness is an issue
❑Methodologies for
Primary Research
❑Observed consumer
behavior
❑Focus group interviews
❑Surveys
❑Experiments
❑Specific to the immediate
❑data needs and topic at
hand
❑Offers behavioral insights
❑generally not available from
❑secondary research
❑Costly
❑Time consuming
❑Requires more
sophisticated
❑training and experience to
design
❑study and collect data
22. Key Terms
•
Data are raw numbers or other factual information that,
on their own, have limited value to marketers.
•
Experimental research is a type of quantitative research
that systematically manipulates one or more variables to
determine which variables have a causal effect on another
variable.
•
Marketing research consists of a set of techniques and
principles for systematically collecting, recording,
analyzing, and interpreting data that can aid decision
makers involved in marketing goods, services, or ideas.
23. Key Terms
•
Panel research is a type of quantitative research that involves
collecting information from a group of consumers (the panel) over
time.
•
Scanner research is a type of quantitative research that uses data
obtained from scanner readings of UPC codes at check-out
counters.
•
A survey is a systematic means of collecting information from
people that generally uses a questionnaire.
•
Syndicated data are data available for a fee from commercial
research firms such as Information Resources Inc. (IRI), National
Purchase Diary Panel, and ACNielsen.
