mkt+reasearch

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The Marketing ResearchThe Marketing ResearchProcessProcess

Kamal K. GuptaKamal K. Gupta

Assistant Professor Ajay Kumar Garg Institute of ManagementGhaziabad


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Marketing Research: DefinitionMarketing Research: Definition

Marketing research is the systematic design,collection, analysis and reporting of data andfindings relevant to a specific marketing

situation facing the company.- Phi lipPhi lip Kotler Kotler

Marketing research is the systematic gathering,recording and analyzing of all data aboutproblems relating to the marketing of goods andservices.

-Th e Amer ic an Market ing Asso ci at ionTh e Amer ic an Market ing Asso ci at ion


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B asic Purpose of MarketingB asic Purpose of Marketing

ResearchResearchMarketing research reduces uncertainty or error in decision-making.

The information collected by conductingmarketing research is used for problemsolving and decision making in various

areas of marketing.


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Kamal K. Gupta, Asstt. P rofessor, AKGIM, Ema il: kamal461@red iffma il.c om4

The Marketing Research Process: 11 StepsThe Marketing Research Process: 11 Steps1. Establish the Need for Marketing Research2. Define the Problem3. Establish Research Objectives4. Determine Research Design

5. Identify Information Types6. Decide Data Collection Method7. Design Data Collection Tool8. Determine Sample Plan & Size

9. Collect Data10.Analyze Data11.Prepare and Present the Final Research Report


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Step 1: Establish the Need forStep 1: Establish the Need for

Marketing ResearchMarketing ResearchIs there a real need for marketingresearch?

Research takes time and costsmoney.Marketing research is not alwaysneeded.


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Step 1: Establish the Need forStep 1: Establish the Need for

Marketing ResearchMarketing Research When is marketing research notneeded?

T he information is already available. Decisions must be made now. W e cant afford research.

Costs outweigh the value of marketing research.


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Step 2: Define the ProblemStep 2: Define the Problem

This is the most important of the 11steps.

If the problem is incorrectly defined, allelse is wasted effort.Problems may be either specific or general.


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Step 2: Define the ProblemStep 2: Define the Problem

Problems stem from gaps between

what is supposed to happen and what

did happen and gaps between what

did happen and what could be

happening.


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Step 3: Establish ObjectivesStep 3: Establish Objectives

Research objectives, when achieved,provide the information necessary to

solve the problem identified in step2

. Research objectives state what theresearchers must do.


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Kamal K. Gupta, Asstt. P rofessor, AKGIM, Ema il: kamal461@red iffma il.c om 10

Step Four: DetermineStep Four: Determine

Research DesignResearch DesignExploratory Resear ch : collectinginformation in an unstructured andinformal manner.Des c r ipt iv e Resear ch refers to a setof methods and proceduresdescribing marketing variables.C

ausal/Exper imental Resear

ch:allows isolation of causes and

effects.


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Step 5: Identify InformationStep 5: Identify Information

TypesTypes

P r imaryP r imary informat ioninformat ion : information

collected specifically for the problem athandSe c ondarySe c ondary informat ioninformat ion : informationalready collected


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Step 6:Step 6: Decide Data

Collection Method Secondary data is relatively easy toaccess; primary data is more complex.

Three main choices for primary data : Have a person ask questions Use computer assisted or direct

questioning Allow respondents to answer

questions themselves withoutcomputer assistance


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Step 7: Design DataStep 7: Design DataCollection ToolCollection Tool

Questionnaire

Schedule

Checklist


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Step 7: Design DataStep 7: Design Data

Collection ToolCollection Tool Questionnaire must be wordedobjectively, clearly, and without bias

in order to communicate withrespondents. Software programs are available toassist marketing researchers inpreparing data collection tools.


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Step 8: Determine SampleStep 8: Determine Sample

Plan and SizePlan and Size Sample plan refers to the processused to select units from the

population to be included in thesample. Sample size refers to determininghow many elements of the population

should be included in the sample.


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Step 8: Determine SampleStep 8: Determine Sample

Plan and SizePlan and Size Sample plan refers to the processused to select units from the

population to be included in thesample. Sample size refers to determininghow many elements of the population

should be included in the sample.


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Step 9: Collect DataStep 9: Collect Data

Data collection is very importantbecause, regardless of the dataanalysis methods used, data analysiscannot fix bad data.

Non-sampling errors may occur during data collection.


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Step 9: Collect DataStep 9: Collect Data

Data collection errors may beattributed to field workers or respondents.

Researchers must know the sourcesof these errors and the controls tominimize them.


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Step 10: Analyze DataStep 10: Analyze Data

Data analysis involves entering datainto computer files, inspecting datafor errors, and running tabulationsand various statistical tests.Data cleaning is a process by whichraw data are checked to verify thatthe data have been correctly fed fromthe data collection form to thecomputer software program.


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Kamal K. Gupta, Asstt. P rofessor, AKGIM, Ema il: kamal461@red iffma il.c om 2 0

Step 10: Analyze DataStep 10: Analyze Data

Data analysis T echniques :

Univariate Analysis Bivariate Analysis

Multivariate Analysis


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Kamal K. Gupta, Asstt. P rofessor, AKGIM, Ema il: kamal461@red iffma il.c om 2 1

Step 11: Prepare and PresentStep 11: Prepare and Present

the Final Research Reportthe Final Research Report The last step is one of the mostimportant phases of marketing

research.Its importance cannot be overstatedbecause it is the report, or itspresentation, that properlycommunicates the results to theclient.

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