1

Describe the steps involved in conducting

a marketing research project

Steps in a Marketing Research ProjectLO3

The Marketing Research ProcessLO3

CollectData

CollectData

SpecifySamplingProcedure

SpecifySamplingProcedure

Plan Design/Primary DataPlan Design/Primary Data

DefineProblemDefine

Problem

AnalyzeData

AnalyzeData

Prepare/PresentReport

Prepare/PresentReport

Follow UpFollow Up

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4

5

6

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3

LO3

Marketing ResearchMarketing Research Problem

Marketing Research Problem

MarketingResearch Objective

MarketingResearch Objective

Management Decision Problem

Management Decision Problem

Determining what information is needed and how that information can be

obtained efficiently and effectively.

Determining what information is needed and how that information can be

obtained efficiently and effectively.

The specific information needed to solve a marketing research problem;

the objective should provide insightful decision-making information.

The specific information needed to solve a marketing research problem;

the objective should provide insightful decision-making information.

A broad-based problem that requires marketing research in order for managers to take proper actions.

A broad-based problem that requires marketing research in order for managers to take proper actions.

4

LO3

Secondary Data

Secondary Data

Data previously collected for any purpose other than the one at hand.

Secondary Data

5LO3

Government AgenciesGovernment Agencies

Trade and Industry AssociationsTrade and Industry Associations

Business PeriodicalsBusiness Periodicals

News MediaNews Media

Internal Corporate InformationInternal Corporate Information

Sources of Secondary Data

Online

http://www.coca-colastore.com

6LO3

• Saves time and money if on target

• Aids in determining direction for primary data collection

• Pinpoints the kinds of people to approach

• Serves as a basis of comparison for other data

Advantages of Secondary Data

7LO3

Disadvantages of Secondary Data

• May not give adequate detailed information

• May not be on target with the research problem

• Quality and accuracy of data may pose a problem

8

LO3 The New Age of Secondary Information: The Internet

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33

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Analyze your topicAnalyze your topic

Test run a word or phrase in a search engineTest run a word or phrase in a search engine

Learn as you go and vary your approachLearn as you go and vary your approach

Don’t bog down in strategy that doesn’t workDon’t bog down in strategy that doesn’t work

Go back to earlier steps better informedGo back to earlier steps better informed

9

LO3

Which research questions

must be answered?

How and whenwill data be gathered?

How willthe data

be analyzed?

?

Planning the Research Design

10

LO3

Primary Data

Primary Data

Primary Data

Information collected for the first time. Can be used for solving the particular problem under investigation.

11LO3

• Answers a specific research question

• Data are current

• Source of data is known

• Secrecy can be maintained

Advantages of Primary Data

12LO3

Disadvantages of Primary Data

• Expensive

• “Piggybacking” may confuse respondents

• Quality declines if interviews are lengthy

• Reluctance to participate in lengthy interviews

Disadvantages are usually offset by the advantages of primary data.

13

LO3

Survey ResearchSurvey Research

Survey Research

The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes.

14LO3

Focus GroupsFocus Groups

Executive InterviewsExecutive Interviews

Mail SurveysMail Surveys

Telephone InterviewsTelephone Interviews

Mall Intercept InterviewsMall Intercept Interviews

In-Home InterviewsIn-Home Interviews

Forms of Survey Research

15

LO3

Mall InterceptInterview

Mall InterceptInterview

Survey research method that involves interviewing people in the common areas of shopping malls.

Survey research method that involves interviewing people in the common areas of shopping malls.

Executive InterviewExecutive InterviewA type of survey that involves interviewing businesspeople at their offices concerning industrial products or services.

A type of survey that involves interviewing businesspeople at their offices concerning industrial products or services.

Forms of Survey Research

16

LO3

Focus GroupsFocus Groups

Forms of Survey Research

Seven to ten people who participate in a group discussion led by a moderator.

17

LO3

Questionnaire Design

Open-EndedQuestion

Open-EndedQuestion

Closed-EndedQuestion

Closed-EndedQuestion

Scaled-Response Question

Scaled-Response Question

An interview question that encourages an answer phrased in respondent’s own words.An interview question that encourages an

answer phrased in respondent’s own words.

An interview question that asks the respondent to make a selection from a

limited list of responses.

An interview question that asks the respondent to make a selection from a

limited list of responses.

A closed-ended question designed to measure the intensity

of a respondent’s answer.

A closed-ended question designed to measure the intensity

of a respondent’s answer.

18

LO3

Questionnaire DesignClear and conciseClear and concise

No ambiguous languageNo ambiguous language

UnbiasedUnbiased

Reasonable terminologyReasonable terminology

Only one questionOnly one question

Online

http://www.createsurvey.com

19

LO3

Observation Research

Observation Research

Observation Research

A research method that relies on three types of observation:

people watching peoplepeople watching an activitymachines watching people

20

LO3

Situation

People watching people

People watching phenomena

Machines watching people

Machines watching phenomena

Example

Mystery shoppers in a supermarket

Observer at an intersection counting traffic

Video cameras recording behavior

Traffic-counting machine monitoring traffic flow

Observational Situations

Online

http://www.bmiltd.com

21

LO3

Ethnographic Research

Ethnographic Research

Ethnographic Research

The study of human behaviorin its natural context; involves observation of behavior and physical setting.

22

LO3 The Sampling Procedure

SampleSample

UniverseUniverse

A subset from a large population.A subset from a large population.

The population from which a sample will be drawn.

The population from which a sample will be drawn.

23

LO3

Universe Sample

Probability SamplesProbability Samples

Non-Probability SamplesNon-Probability Samples

Sampling Procedure

24

LO3

Types of Samples

Probability SamplesProbability Samples

Simple Random SampleSimple Random Sample

Stratified Sample

Stratified Sample

Cluster Sample

Cluster Sample

SystematicSample

SystematicSample

Non-Probability SamplesNon-Probability Samples

Convenience Sample

Convenience Sample

JudgmentSample

JudgmentSample

Quota SampleQuota Sample

SnowballSample

SnowballSample

25

LO3 Probability Samples

ProbabilitySample

ProbabilitySample

A sample in which every element in the population has a known statistical

likelihood of being selected.

A sample in which every element in the population has a known statistical

likelihood of being selected.

Random Sample

Random Sample

A sample arranged so that every element of the population has an equal chance of

being selected.

A sample arranged so that every element of the population has an equal chance of

being selected.

26

LO3 Nonprobability Samples

NonprobabilitySample

NonprobabilitySample

Convenience Sample

Convenience Sample

Any sample in which little or no attempt is made to get a

representative cross-section of the population.

Any sample in which little or no attempt is made to get a

representative cross-section of the population.

A form of nonprobability sample using respondents who are

convenient or readily accessible to the researcher.

A form of nonprobability sample using respondents who are

convenient or readily accessible to the researcher.

27LO3

Types of ErrorsMeasurement

ErrorMeasurement

ErrorError when there is a difference

between the information desired and the information provided by research

Error when there is a difference between the information desired and the

information provided by research

Sampling Error

Sampling Error

Error when a sample somehow does not represent the target population.

Error when a sample somehow does not represent the target population.

Frame Error

Frame Error

Error when a sample drawn from a population differs from the

target population.

Error when a sample drawn from a population differs from the

target population.

Random Error

Random Error

Error because the selected sample is an imperfect representation of

the overall population.

Error because the selected sample is an imperfect representation of

the overall population.

28LO3

Field Service Firms

• Focus group facilities• Mall intercept locations• Test product storage• Kitchen facilities• Retail audits

Provide:

29

LO3

Cross-Tabulation

Cross-Tabulation

Analyzing the Data

A method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions.

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• Concise statement of the research objectives

• Explanation of research design

• Summary of major findings

• Conclusion with recommendations

Preparing and Presenting the Report

LO3

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Following Up

LO3

• Were the recommendations followed?

• Was sufficient decision-making information included in the report?

• What could have been done to make the report more useful to management?

32

LO3

Steps in a Marketing Research Project