Chapter 8Marketing Research

The Information Pyramid

InfoAdvantage

InformationParity

Information Deficit

Marketing Research Defined

The planning, collection, and analysis of data relevant to marketing decision making and the communication of the results to management.

Stages in Marketing Research Project

I. Define the Research Problem

II. Determine Research Objectives

III. Gather Secondary Data

IV. Create the Research Design

V. Implement the Research Design

VI. Write and Present the Research Report

I. Define the Research Problem

The research problem is a statement of why the research needs to be done. What is the purpose of the research?

II. Determine Research Objectives

Involves clearly and precisely stating what information is needed in order to solve the research problem

Must work closely with the client in this stage Research objectives will guide the entire

research project

III. Gather Secondary Data

What is secondary data? What are the two types of secondary data?

– Internal– External

Why check secondary data first?

IV. Create the Research Design

What is primary data? What is the research design?

A. Chose a Method of Research

Observation involves gathering data by directly or indirectly observing and recording behavior.

-advantages and disadvantages? Survey involves gathering data by asking people

what they think and do.– Advantages and disadvantages – Survey methods - Personal interview (mall intercept and

focus groups), telephone interview, mail survey, email and internet survey

B. Design the Sampling Plan

Census or Sample? How many people should be surveyed? How should the sample be chosen?

Probability sample or nonprobability sample?

C. Design the Questionnaire

What questions should be asked? What questioning technique should be used?

-Open ended questions

-Close ended questions How should questions be worded? What order should questions be in?

V. Implement the Research Design

Data Collection and Processing Data Analysis

Tabulate (Frequency, Mean, Median,Mode) Cross classify

Statistical techniques

VI. Prepare and Present Written Report

The report includes a summary of everything done in the research project: research problem, research objectives, secondary data collected, research design used, summary of findings, and recommendations