1. Marketing Research

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Information
• Reduces Uncertainty
• Helps focus decision making

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Types of Research
• Exploratory
• Descriptive
• Causal

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COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY
CAUSAL OR
DESCRIPTIVE
EXPLORATORY
Uncertainty Influences the Type of Research

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Exploratory Research Descriptive Research Causal Research
(Unaware of Problem)(Aware of Problem) (Problem Clearly Defined)
“Our sales are declining and “What kind of people are buying “Will buyers purchase more of
we don’t know why.” our product? Who buys our our products in a new package?
competitor’s product?”
“Would people be interested “Which of two advertising
in our new product idea?” “What features do buyers prefer campaigns is more effective?”
in our product?”
Degree of Problem Definition
possiblesituation

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Exploratory Research
Secondary Data
Experience Survey
Pilot Studies

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Exploratory Research
• Initial research conducted to clarify and
define the nature of a problem
• Does not provide conclusive evidence
• Subsequent research expected

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Descriptive Research
• Describes characteristics of a population or
phenomenon
• Some understanding of the nature of the
problem

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Descriptive Research Example
Weight Watchers average customer:
• Woman about 40 years old
• Household income of about $50,000
• At least some college education
• Trying to juggle children and a job

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Descriptive Research Example
Men’s fragrance market:
• 1/3 size of women’s fragrance market
• But growing at a faster pace
• Women buy 80 % of men’s fragrances

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Causal Research
• Conducted to identify cause-and-effect
relationships

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Stages of the Research Process
Problem Discovery
and Definition
Research
Design
Sampling
Data
Gathering
Data Processing
and Analysis
Conclusions and
Report
Discovery and
Definition
and so on

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Research Stages
• Cyclical process - conclusions generate new
ideas
• Stages can overlap chronologically
• Stages are functionally interrelated
– Forward linkages
– Backward linkages

14. Problem
discovery
Problem definition
(statement of
research objectives)
Secondary
(historical)
data
Experience
survey
Pilot
study
Case
study
Selection of
exploratory research
technique
Selection of
basic research
method
Experiment Survey
Observation
Secondary
Data StudyLaboratory Field Interview Questionnaire
Selection of
exploratory research
technique
Sampling
Probability Nonprobability
Collection of
data
(fieldwork)
Editing and
coding
data
Data
processing
Interpretation
of
findings
Report
Data
Gathering
Data
Processing
and
Analysis
Conclusions
and Report
Research Design
Problem Discovery
and Definition
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The Marketing Research
ProcessProblem
Discovery
Exploratory
Research
Selection of the
Basic Research
Method
Selection of
Sample Design
Collection of the
Data

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The Research Process
(cont.)
Editing and
Coding
Data Processing
Interpretation of
the Findings
Report

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Stages in the Research Process
• Problem discovery and problem definition
• Research design
• Sampling
• Data gathering
• Data processing and analysis
• Conclusions and report

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Problem Discovery and
Definition
• First step
• Problem, opportunity, or monitor operations
• Discovery before definition
• Problem means management problem

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State the research
questions and research
objectives

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Hypothesis
• A statement that can be refuted by empirical
data

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If you do not know where you are going,
any road will take you there.

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Selecting a Sample
POPULATIONPOPULATION
SAMPLESAMPLESample:Sample: subsetsubset
of a larger population.of a larger population.

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Sampling
• Who is to be sampled?
• How large a sample?
• How will sample units be selected?

24. Data Gathering Stage
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25. Data Processing and Analysis
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Conclusions and Report Writing
• Effective communication of the research
findings