After reading this chapter, people should: Know what constitutes good marketing research Know what are good metrics for measuring marketing productivity Know how marketers can assess their returns on investment of marketing expenditures Know how companies can more accurately measure and forecast demand

1. Marketing Quality Circle
4

2. LEARNING OBJECTIVES
After reading this chapter, students should:
1. Know what constitutes good marketing
research
2. Know what are good metrics for measuring
marketing productivity
3. Know how marketers can assess their
returns on investment of marketing
expenditures
4. Know how companies can more accurately
measure and forecast demand

3. What is Marketing Research?
Marketing research is the systematic design,
collection, analysis, and reporting of data and
findings relevant to a specific marketing situation
facing the company.

4. Types of Research
 Qualitative research
 Quantitative research

5. TheMarketingResearchProcess

6. Types of Marketing Research Firms
 Syndicated service
 Custom
 Specialty-line

7. The Marketing Research Process
 Define the problem
 Develop research plan
 Collect information
 Analyze information
 Present findings
 Make decision

8. Step 1: Define the Problem
 Define the problem
 Specify decision alternatives
 State research objectives

9. Step 1: Define the Problem
 Marketing managers and researchers must
work closely together to define the problem
and agree on research objectives.
 After the problem had been defined carefully,
the manager and researcher must sat the
research objectives.
 A marketing research project might have one of
three types of objectives:
1.Exploratory research
2.Descriptive Research
3.Causal Research

10. Step 2: Develop the Research Plan
 Data sources
 Research approach
 Research instruments
 Sampling plan
 Contact methods

11. Step 2: Develop the Research Plan
 To meet the manager’s information needs, the
research plan can call for gathering secondary
data, primary data or both.
 Secondary data—Information that already exists
somewhere , having been collected for another
purpose.
 Primary data—Information collected for the
specific purpose at hand.

12. Primary data collection
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Inc. Publishing as Prentice Hall
4-12
 The company must also collect primary data
 Managers need to make sure that it should be
relevant, accurate, current and unbiased.
 To design a plan for primary data collection a
number of decisions should be taken into
consideration:
 Research Approaches
 Contact Methods
 Sampling Plan
 Research Instruments

13. Cont.
Research Approaches
Observational
Research
Survey
Research
Experimental
Research

14. Cont.
Contact Methods
Mail Personal
Interviewing
Telephone
Online
Marketing
research

15. Cont.
Research Instruments
Questionnaire
Mechanical
Devices

16. Technological Devices
 Galvanometers
 Audiometers
 Eye cameras

17. Sampling Plan
Three decisions
 Sampling unit: Who is to be surveyed?
 Sample size: How many people should be surveyed?
 Sampling procedure: How should the respondents be
chosen?

18. Marketing Research
The Marketing
Research
Process
Define the problem
Organizational
Culture
Types of
Research
•Qualitative
research
•Quantitative
research
Types of Marketing
Research Firms
Spirituality &
Organizational
Culture
Syndicated
service
Custom
Specialty-
line
Develop
research plan
Collect
information
Analyze
information
Present findings
Make decision
•Define the problem
•Specify decision alternatives
•State research objectives
•Exploratory research
•Descriptive Research
•Causal Research
•Data sources
•Research approach
•Research
instruments
•Sampling plan
•Contact methods Secondary
Data
Primary
Data
•Research
Approaches
•Observational
•Survey
•Experimental
•Contact Methods
•Mail
•Telephone
•Personal
interviewing
•Online marketing
research
•Sampling Plan
•Probability Samples
•Non probability
Samples
•Research
Instruments
•Questionnaire
•Mechanical Devices