Marketing Research

GM5210

Lecture 2

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 Marketing Research Process
Step 1: Problem Definition
Step 2: Development of an Approach to the Problem
Step 3: Research Design Formulation
Step 4: Fieldwork or Data Collection
Step 5: Data Preparation and Analysis
Step 6: Report Preparation and Presentation
 Literature Search
• Sources (i.e. Scopus, EuroMonitor, Reuters)
• Keywords
• Search construction (Boolean Logic)
–*
– And
– Or
 Literature Search

Concept 1 Concept 2

Car Segment*

OR AND OR

Automobile Cluster
 Marketing Research Process
Step 1: Problem Definition
Step 2: Development of an Approach to the Problem
Step 3: Research Design Formulation
Step 4: Fieldwork or Data Collection
Step 5: Data Preparation and Analysis
Step 6: Report Preparation and Presentation
 Research Design (Methodology)
A research design is a framework or blueprint for
conducting the marketing research project. It
details the procedures necessary for obtaining the
information needed to structure or solve marketing
research problems.
 Components of a Research Design
• Define the information needed
• Design the exploratory, descriptive, and/or
causal phases of the research
• Specify the measurement and scaling
procedures
• Construct and pretest a questionnaire
(interviewing form) or an appropriate form for
data collection
• Specify the sampling process and sample size
• Develop a plan of data analysis
 A Classification of Marketing
Research Designs
Research Design

Exploratory Conclusive
Research Design Research Design
 A Classification of Marketing
Research Designs
Research Design

Exploratory Conclusive
Research Design Research Design

Objective: To provide insights and understanding.

Uses: • Formulate a problem or define a problem more precisely

• Identify alternative courses of action
• Develop hypotheses
• Isolate key variables and relationships for further examination
• Gain insights for developing an approach to the problem
• Establish priorities for further research

Methods: • Survey of experts

• Pilot surveys
• Secondary data analyzed in a qualitative way
• Qualitative research
 A Classification of Marketing
Research Designs
Research Design

Exploratory Conclusive
Research Design Research Design

Objective: To test specific hypotheses and examine relationships

Uses: • To describe the characteristics of relevant groups

• To estimate the percentage of units in a specified population
exhibiting a certain behavior
• To determine the perceptions of product characteristics
• To determine the degree to which marketing variables are
associated
• To make specific predictions
Methods: • Secondary data analyzed in a quantitative manner
• Surveys
• Panels
• Observational and other data
 A Classification of Marketing
Research Designs
Research Design

Exploratory Conclusive
Research Design Research Design

Objective: To provide insights and To test specific hypotheses

understanding. and examine relationships.

Charact- Information needed is defined only Information needed is clearly

eristics: loosely. Research process is flexible defined. Research process is
and unstructured. Sample is small and formal and structured. Sample
non-representative. Analysis of is large and representative.
primary data is qualitative. Data analysis is quantitative.

Findings: Tentative. Conclusive.

Outcome: Generally followed by further Findings used as input into

exploratory or conclusive research. decision making.
 A Classification of Marketing
Research Designs
Research Design

Exploratory Conclusive
Research Design Research Design

Descriptive Causal
Research Research

Objective: Describe market characteristics Determine cause-effect relationships

Charact- Marked by specific hypotheses Manipulation of one or more IVs

eristics: Preplanned and structured design Control of other mediating variables

Methods: Secondary data Experiments

Surveys
Panels
Observation and other data
 A Classification of Marketing
Research Designs
Research Design

Exploratory Conclusive
Research Design Research Design

Descriptive Causal
Research Research

Cross-Sectional Longitudinal
Design Design
 A Classification of Marketing
Research Designs
Research Design

Exploratory Conclusive
Research Design Research Design

Descriptive Causal
Research Research

Cross-Sectional Longitudinal
Design Design

Past Present Future

Cross-sectional study
 A Classification of Marketing
Research Designs
Research Design

Exploratory Conclusive
Research Design Research Design

Descriptive Causal
Research Research

Cross-Sectional Longitudinal
Design Design

Past Present Future

Longitudinal study
 Research Proposal
• Executive Summary
• Background
• Problem Definition/Objectives of the Research
• Approach to the Problem
• Research Design
• Fieldwork/Data Collection
• Data Analysis
• Reporting
• Cost and Time
• Appendices

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