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͞ It is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific problem.͟
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link the consumer to the marketer by providing information that can be used in making marketing decisions.
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^? Identifying Market Opportunities and problems.
^? àenerate, Refine, and Evaluate Potential Marketing Actions.
^? Monitor Marketing Performance
^? Improve Marketing as a Process
^?  E MARKEINà RESEARC INDUSRY
^? PRE MARKEINà RESEARC ERA
Pre marketing Era is that business owners knew their customers so that there was little need for formal marketing research.

  
 

he significance of the early development era is that customers were separated from business managers, marketing managers, and marketing research was needed
to understand the distant market.

 
 
   
^? UESIONNAIRE ERA: uestionnaires, still an important tool of marketing research, became prominent in marketing research during the period 1920-
1940.
^? UANIAIVE ERA: Many quantitative techniques were applied to studying consumers and markets for the first time during the quantitative era-1940-
1960
^? ORàANIZAIONAL ACCEPANCE ERA: During organizational acceptance era, management began to realize that, in order to survive, marketing research
was needed to implement the marketing concept.
^? PC EC NOLOàY ERA: he technology era has brought many new products and services to the research industry that have impacted the way business is
conducted.
^? àLOBALIZAION ERA-ON LINE ERA: research firms has followed their client firms to new markets all around the world.
 
 
 
^? DEONOLOàY: focuses on the rights of individual. If individual͛s right is violated, then the behavior is not ethical.
^? ELEOLOàY: a philosophy that focuses on the trade-off between individual costs and group benefits. If benefits outweigh costs, the behavior is judged to
be ethical.

 


 
 
^? INERNAL SUPPLIERS: an entity within the firm supplies marketing research. (1) have their own formal departments, (2) no formal department but a single
individual responsible in marketing research, (3) assign no one responsibility for conducting marketing research.
^? EXERNAL SUPPLIERS: external suppliers are outside firms hired to fulfill a firm͛s marketing research needs.
^? CLASSIFYINà EXERNAL SUPPLIER FIRMS
^? (1) FULL-SERVICE SUPPLIER FIRMS : have the ability to conduct the entire marketing research project.
^? Syndicated data service firms: collect information that is made available to multiple subscribers.
^? Standardized service firms: provides syndicated marketing research services as opposed to syndicated data to clients.
^? Customized service firms: variety of research services that are tailored to meet the client͛s .
^? Limited service suppliers firms: specialize in one, or more at most, a few marketing activities.
 
 
 



  
^? KEY UESIONS:
^? SYMPOMS OF  E PROBLEM
^?  E MANAàER͛S SIUAION
^? INFORMAION ABOU  E PROBLEM
^? SUSPECED CAUSES OF PROBLEM
^? POSSIBLE SOLUIONS O  E PROBLEM
^? ANICIPAED CONSEUENCE OF  ESE SOLUIONS
^? MANAàER͛S ASSUMPIONS ABOU  E CAEàORIES OF INFORMAION
 


 
 
^? RESEARC INEàRIY: he loss of integrity may take the form withholding information, falsifying data, altering research results, or misinterpreting
research findings.
^? SUààINà : selling under the guise of research
^? FRUààINà: fund raising under the guise of a survey.
^? CONFIDENIALIY/ANONYMIY :it means the research knows but does not identify him.
^? DECEPION: ACIVE-intentionally giving false information. PASSIVE -omission of information to fully inform respondents.
 
 
 
 
^? BASIC RESEARC ʹ It is undertaken to extend knowledge by attempting to improve marketing as a process.
^? APPLIED RESEARC ʹ most marketing research are applied because it is undertaken to solve a specific problem
^? ONLINE RESEARC (Use of Online Survey)ʹ he use of computer networks, including the Internet, to assist in any phase of the marketing research process
including development of the problem, research design, data gathering, analysis, and report writing and distribution.
^? •EB-BASED RESEARC - A type of research that make use of •EB-based application
 
 



 
͞ An MIS is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to
marketing decision makers.͟



^? INERNAL REPOR SYSEM- Internal information from the organization.
^? MARKEINà INELLIàENCE SYSEM ʹ It is defined as set of procedures and sources used by managers to obtain everyday information about
developments.
^? MARKEINà DECISION SUPPOR SYSEM ʹ It is defined as collected data that may be assessed and analyzed using tools and techniques that help
managers in decision making
^? MARKEINà RESEARC SYSEM- Marketing research studies sometimes called Adhoc/projects.
MARKEINà RESEARC PROCESS ʹ 11 SEPS
1. ESABLIS  E NEED FOR MARKEINà RESEARC
^? Purpose of marketing research is to reduce the uncertainty in marketing decisions.
^? here is sufficient funding
^? Costs outweigh the benefits
^? ight deadline precludes the application of marketing research
2. DEFINE  E PROBLEM
^? he most important step in the market research process is properly defining the marketing manager͛s problem
^? Exploratory Research helps in clearly define the problem.
^? Strategies to identify research problems
1.? Read Literature
2.? Surf the Internet
3.? Inquire from Business Practitioners
4.? Attend Conferences/Fora/Symposia
5.? Inquire from Other Agencies
^? CRIERIA FOR PROBLEM SELECION

^? CRIERIA FOR FORMULAINà RESEARC PROBLEM

3. ESABLIS RESEARC OBJECIVES

^? Research objectives identify what specific pieces of information are necessary to solve the problem at hand.
^? CRIERIA FOR FORMULAION OF RESEARC OBJECIVES

4. DEERMINE RESEARC DESIàN: A set of advance decisions that make up the master plan specifying methods and procedures for collecting analyzing the needed
information.
  
  

^?  c
c ʹ Used to illustrate and determine patterns or characteristics of variables in particular instances or events
^? 
- Undertaken to gather initial data patterns or characteristics of variables.
^? c
- Carried out to ascertain that the occurrence of, or change in, the independent variables leads to changes in dependent variables.
^?  
c ʹ Conducted to assess performance outcome or impact of a set of variables on another one.
^?  
c- Undertaken to confirm if two or more variables reveal similar or different patterns of characteristics when compared, using a set of
variables as a basis.
^? 
c  ʹ Conducted to establish the fact that the outcome or certain patterns of relationships occur together in a specified manner without
suggesting that one variable causes the other variable to change.
^?   -Carried out to ascertain that an occurrence of, or change in, the independent variables leads to changes in independent variables.
 
  

^? EXPERIMEN- defined as manipulating an independent variable to see how it affects a dependent variables, while controlling the effects of additional
extraneous variables.
^? DEPENDEN VARIABLES: variables that we have little or no direct control over, yet we have strong interest in manipulating.
^? EXRANEOUS VARIABLES: those that may have some effect on a dependent variables but yet are not independent variables.
^? INDEPENDEN VARIABLES: are those variables which the researcher has control and wishes to manipulate.
 
 

^? YPES OF EXPERIMENS
^? LABORAORY EXPERIMENS: are those in which the independent variables is manipulated and measures of dependent variable are taken in a contrived
and artificial setting for the purposed of controlling many extraneous variables that may affect the dependent variable.
 ^? FIELD EXPERIMENS: are those in which the independent variables are manipulated and the measurements of the dependent variables are made on test
unit in their natural setting.
^? ES MARKEINà: is the phrase commonly used to indicate an experiment, study, or test that is conducted in a field setting.
^? BROAD CLASSES OF USES OF ES MARKEINà
^? o test the sales potential of a new product.
^? o test variation in the marketing mix for a product/service.
5. IDENIFY INFORMAION YPES AND SOURCES
^? PRIMARY DAA ʹ Information gathered for a particular research/purpose.
^? SECONDARY DAA ʹ Data already available ( coming from books, researches, studies, opinions, and others)
6. DEERMINE ME ODS OF ACCESSINà DAA
 REE DAA COLLECION PROCESS
^? UANIAIVE- involves a structured questionnaire and a large sample
^? UALIAIVE ʹ involves observing and/or asking open-ended questions, usually with small number of informants
^? PLURALISIC ʹ combines the advantages of both qualitative and quantitative research.
7. DESIàN DAA COLLECION FORMS
YPES OF UESIONS
CLOSED-END UESIONS
^? Dichotomous ʹ questions offering two answer choices.
^? Multiple Choice - question offering three or more choices.
^? Likert Scale - a statement with which the respondent shows the amount of agreement or disagreement.
^? Importance scale ʹ a scale that rates the importance of some attribute from not at all important to extremely important.
^? Rating scale ʹ a scale that rates some attribute from poor to excellent.
^? Intention to Buy scale ʹ a scale that describes the respondent͛s intentions to buy.
OPENʹEND UESIONS
^? Completely unstructured - a question that respondents can answer in almost unlimited number of ways.
^? Sentence completion - incomplete sentence are presented, one at a time, and respondents complete the sentence.
^? Story completion - an incomplete story is presented, and respondents are asked to complete it.
^? hematic Apperception ests (AS)- a picture is presented, and respondents are asked to make up a story about what they think is happening or may
happen in the picture.
8. DEERMINE  E SAMPLE PLAN AND SIZE
^? SAMPLE PLAN- It refers to the process used to select units from the population to be included in the sample.
^? SAMPLE SIZE ʹ It refers to determining how many units of the population should be included in the sample.
^? SAMPLINà ʹ he process of choosing representative and adequate respondents from the population.
^? SAMPLINà PROCESS

YPES OF SAMPLINà DESIàN

PROBABILIY SAMPLE
1.? SIMPLE RANDOM SAMPLE ʹ A selection process by which every member of the population has a known and equal chance of selection.
2.? SRAIFIED RANDOM SAMPLE- he process of selecting wherein the population is divided into mutually exclusive groups (age, gender, education, etc.).
3.? CLUSER SAMPLE- he population is divided into mutually exclusive groups (such as area/place)
NON-PROBABILIY SAMPLE
1.? CONVENIENCE SAMPLE- he researcher selects the easiest population members from which to obtain information
2.? JUDàEMEN SAMPLE - he researcher uses his judgment to select population members who are good prospects for accurate information.
3.? UOA SAMPLE ʹ he researcher finds & interviews a prescribed number of people in each of several categories.
^? MARKEINà RESEARC PROCESS-11 SEPS
9. COLLEC  E DAA
ME ODS OF DAA àA ERINà
^? MEC ANICAL
^? SURVEY
^? OBSERVAION
^? LARàE àROUP DISCUSSION
^? PERSONAL INERVIE•
^? (prelim exam)
10. 
ʹ involves entering data in the computer files, inspecting data for errors, and running tabulations and various statistical tests.
ypes of Relationships between Variables
^?  !c is one in which the presence (absence ) of one variable is systematically associated with the presence (absence) of
another variable.
^?  ! - are the ones in which the researcher can assign only general direction to the association between two variables.
^? " ! ʹ It is a straight line association between two variables.
Formula: Y = a + bx
•here: y = the dependent variable
a= the intercept
b= the slope
x= the independent variable used to predict
dependent variable
^? "# $"%
 Example : y = P0 + P6.20x
If a salesperson makes 100 cold calls in a given day, the expected total revenues would be P620 (P6.20x100 Calls). Certainly, the salesperson would not derive
exactly P620 for every 100 calls, but the linear relationship shows what is expected to happen on  .
^? CURVILINEAR RELAIONS IPS- are those in which one variable is associated with another variable.
^? CROSS ABULAION ʹ consist of rows and columns defined by the categories classifying each variable. It has four types of numbers, frequency, raw
percentage, and row percentage.
^? C I-SUARE ANALYSIS ʹ It is an examination of frequencies for two nominal-scaled variables in a cross-tabulation table determine whether the variables
have non-monotonic relationship.
^? CORRELAION COEFFICIENS AND COVARIAION - It is defined as the amount of change in one variable systematically associated with change in another
variable.

 !"!!#$"
1.? NOMINAL ʹ Uses categories or classifications.
^? Categories are mutually exclusive
^? Uses Non-parametric
^? Chi-square, McNemar͛s test
2. ORDINAL - Data are arranged in meaningful order, rank, or classes.
^? Scales are mutually exclusive
^? Non-parametric, spearman͛s coefficient of correlation, sum of ranks test
^? Small , Medium, Large
^? Level of Profitability
^? Loss, breakeven, low profit, average, high profit
3. INERVAL ʹ categories are ordered or ranked using equality of distance. Classes are mutually exclusive. igher level of data and measurement than nominal
or ordinal
^? Parametric & non-parametric,Pearson,s Correlation Coefficient, Anova, -est, Z-est, Regression Analysis
^? Ave. Monthly Income
^? 1-5, 6-10,11-15, etc.


 - Categories are exclusive and are in equidistant orders.

^? Possesses the characteristics of nominal, ordinal, and interval
^? Data can be transformed
^? ighest level of data measurement
^? Parametric and non-parametric, ime series analysis,  est, Z test
^? Number of beer bought per month
^? Average number of tardiness
^? Number of demand of product
11. PREPARE AND PRESEN  E FINAL RESEARC REPOR

 

 


 
^? PURPOSE-ype, lengthy, and nature of data being presented should be relevant to the purpose of the study.
^? CLARIY ʹ Using specific, measurable, and descriptive words will help in illustrating statements and ideas.
^? SYLE ʹ he written composition should be consistent. Correct grammar, right spelling, proper punctuation, short and simple sentences.
^? ARàE READER/END-USER ʹ Contents and presentation of data should be pertinent to the needs of the target reader or end-user.
^? APPROPRIAE •ORDS - Concepts and variables or words with flawed meaning, given a particular situation contexts should be avoided.
^? àRAP IC AIDS ʹ One way of effectively sending the message of the report is to use graphic aids such as tables, charts, graphs, maps, and diagrams
properly.
^? CONCEPUAL FRAME•ORK

^? he conceptual framework offers the rationale and fundamental basis of the entire research. Example: