Chapter 4: Marketing Research Process

Chapter 4: Marketing Research Process

1. STEP 1: Define the Research Problem and Objectives

2. STEP 2: Design the Research Project

   • Secondary Data
     • Pieces of information that have been collected prior to the start of the focal project
     • EXAMPLES: census data, sales invoices, internet information, books, journal articles, syndicated data
       • Data available for a fee from commercial research firms such as SymphonyIRI Group, National Purchase Diary Panel, Nielsen, and Leger Marketing
     • ADVANTAGES: saves time collecting data because they are readily available, reduces data collection costs
     • DISADVANTAGES: information may not be precisely relevant to information needs, information may not be as timely as needed, sources may not be original; usefulness is an issue, methodologies for collecting data may not be relevant or may contain bias in the subject matter
   • Primary Data
     • Data collected to address the specific research needs questions currently under investigation. Some primary data collections methods include focus groups, in-depth interviews, and surveys
     • Reliability
       • The extent to which the same result is achieved when a study is repeated under identical circumstances
     • Validity
       • The extent to which a study measures what it is supposed to measure
     • Sample
       • A segment or subject of the population that adequately represents the entire population of interest
     • Sampling
       • The process of picking a sample
     • EXAMPLES: observed consumer behaviour, focus groups, in-depth interviews, surveys, experiments
     • ADVANTAGES: is specific to the immediate data needs and topic at hand, offers behavioural insights generally not available from secondary research
     • DISADVANTAGES: information is usually more costly to collect, data typically takes longer to collect, it often requires more sophisticated training and experience to design and collect unbiased/valid/reliable data

3. STEP 3: Collect Data

   • Exploratory (Qualitative) Research Methods
     • Attempts to begin to understand the phenomenon of interest; also provides initial information when the problem lacks any clear definition
     • Observation
       • An exploratory research method that entails examining purchase and consumption behaviours through personal or video camera scrutiny
       • Ethnography
         • An observational method that studies people in their daily lives and activities in their homes, work, and communities
     • In-Depth Interview
       • A research technique which trained researchers ask questions, listen to and record the answers, and then pose additional questions to clarify or expand on a particular issue
     • Focus Group
       • A research technique in which a small group of persons (usually 8-12) comes together for an in-depth discussion about a particular topic, with the conversation guided by a trained moderator using an unstructured method of inquiry
     • Projective Technique
       • A type of qualitative research in which subjects are provided a scenario and asked to express their thoughts and feelings about it
     • Social Media
   • Conclusive (Quantitative) Research Methods
     • Survey Research
       • Survey: a systematic means of collecting information from people that generally uses a questionnaire
       • Questionnaire
         • A form that features a set of questions designed to gather information from respondents and thereby accomplish the researchers objectives; questions can either be structured or unstructured
       • Unstructured Questions
         • Open-ended questions that allow respondents to answer in their own words
       • Structured Questions
         • Closed-ended questions for which a discrete set of response alternatives or specific answers, is provided for respondents to evaluate
     • Experimental Research
       • A type of quantitative research that systematically manipulates one or more variables to determine which variable has a casual effect on another variable
     • Scanner Research
       • A type of quantitative research that uses data obtained from scanner readings of UPC codes at checkout counters
     • Panel Research
       • A type of quantitative research that involves collecting information from a group of consumers (the panel) over time; data collected may be from a survey or a record of purchases

4. STEP 4: Analyze Data

   • Data: Raw numbers or other factual information of limited value
   • Information
     • Data that has been organized, analyzed, interpreted, and converted into a useful form for decision makers

5. STEP 5: Present Action Plan

   • Executive Summary
   • Body
     • discusses research objectives, methodology, used, and detailed findings
   • Conclusions
   • Limitations
   • Tables, Figures, Appendices

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