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
Market Research Firms
Syndicated Service Research Firms
Custom Marketing Research Firms
Specialty Line Marketing Research Firms
Market Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Make The decision
Step 1: Define the Problem
Define the problem
Specify decision alternatives
State research objectives
Step 2: Develop the Research Plan
Research Approaches
Research Instruments
Contact Methods
Sampling Plans
Data Sources
Research Approaches
Observational Research
Ethnographic Research
Focus Group Research
Behavioral Research
Survey Research
Experimental Research
Research Approaches
Research Instruments
Questionnaires
Qualitative Measures
Technological Devices
Research Instruments
Questionnaire Do’s & Don’ts
Ensure questions are free of bias
Make questions simple
Make questions specific
Avoid jargon
Avoid sophisticated words
Avoid ambiguous words
Avoid negatives
Avoid hypothetical
Avoid words that could be misheard
Use response bands
Use mutually exclusive categories
Allow for “other” in fixed response
questions
A “Questionable Questionnaire”
What is your income to the nearest hundred dollars?
Are you strong or weak supporter of overnight
summer camping for your children?
How many camps mailed or emailed information to
you last year? This year?
What are the salient and determinant attributes in
your evaluation of a summer cams?
Question Types- Dichotomous
In arranging this trip, did you
personally phone Air India?
Yes No
Question Types- Multiple Choice
With whom are you traveling on this trip?
No one
Spouse
Spouse and children
Children only
Business associates/friends/relatives
An organized tour group
Question Types- Likert Scale
Indicate your level of agreement with the following
statement: Small airlines generally give better service
than large ones.
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
Question Types—Semantic Differential
Air India
Large ………………………...…….Small
Experienced………………Inexperienced
Modern…………………Old-fashioned
Question Types—Importance Scale
Airline food service is _____ to me.
Extremely important
Very important
Somewhat important
Not very important
Not at all important
Question Types—Rating Scale
American Airlines’ food service is _____.
Excellent
Very good
Good
Fair
Poor
Question Types-
Intention to Buy Scale
How likely are you to purchase tickets on American
Airlines if in-flight Internet access were available?
Definitely buy
Probably buy
Not sure
Probably not buy
Definitely not buy
Question Types—Completely
Unstructured
What is your opinion of Air India?
Question Types—Word Association
What is the first word that comes to your mind
when you hear the following?
Airline ________________________
American _____________________
Travel ________________________
Question Types—
Sentence Completion
When I choose an airline, the most
important consideration in my
decision is:
____________________________
____________________________
____________________________
____________________________
____________________________
Question Types—Story Completion
“I flew American a few days ago. I noticed that the exterior
and interior of the plane had very bright colors. This aroused
in me the following thoughts and feelings.” Now complete the
story.
________________________________________________
________________________________________________
________________________________________________
________________________________________________
__________________________________________.
Question Types—Picture
(Empty Balloons)
Question Types—Thematic
Apperception Test (TAT)
Sampling Plan
A segment of the population selected for marketing research to represent population as a whole. Sampling Unit
Sampling Size
Sampling Procedures Probability Sample
Simple Random Sample
Stratified Random Sample
Cluster Sample
Non Probability Convenience Sampling
Judgment Sampling
Quota Sampling
Sampling Plans
Contact Methods
Mail Questionnaire
Telephone Interview
Personal Interview
Online Interview
Contact Methods
Step 3 : Gathering Data
Secondary Data:
Information already exists somewhere, having been
collected for another purpose.
Primary Data:
Information collected for the specific purpose at hand.
Marketing Research
Step 4 : Analyze the Information
Step 5 : Present the Findings
Step 6 : Make the Decision