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The Marketing Research

Process

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Ch 2 2

The Marketing Research

Process: 11 Steps Step One: Establishing the Needfor Marketing Research

Step Two: Defining the Problem

Step Three: Establishing ResearchObjectives

Step Four: Determining ResearchDesign

Step Five: Identifying InformationTypes and Sources

Step Six: Determining Methods of  Accessing Data

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Ch 2 3

The Marketing Research

Process: 11 Steps Step Seven: Designing DataCollection Forms

Step Eight: Determining Sample

Plan and Size Step Nine: Collecting Data

Step Ten: Analyzing Data

Step Eleven: Preparing andPresenting the FinalReport

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Ch 2 4

The Marketing Research

Process: 11 Steps

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Ch 2 5

Steps in the Marketing

Research ProcessSteps

1 Establish Need

2 Define Problem

3 Research Objectives

4 Determine Design5 Identify Information Sources

6 Decide Data Collection Method

7 Design Questionnaire

8 Determine Sample Plan & Size

9 Collect Data

10 Analyze Data

11 Write and Present Report

Figure out what to

research (Chapters 2

& 4)

Design the way to do

the research (Chapters

5-13)

Gather data from respondents(Chapter 14)

Generate findings and

interpret them

(Chapters 15-20)

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Ch 2 6

The Marketing Research

Process An 11-step process: there is nothing

Not all studies use all 11 steps Few studies follow the steps in order 

magic about 11 steps

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Ch 2 7

Step 1: Establish the Need for 

Marketing Research Is there a real need for marketing

research?

Research takes time and costsmoney.

Marketing research is not always

needed.

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Ch 2 8

Step 1: Establish the Need for 

Marketing Research When is marketing research not

needed?

 ± The information is already available. ±Decisions must be made now.

 ±We can¶t afford research.

 ±Costs outweigh the value of marketing research.

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Ch 2 9

Step 2: Define the Problem

This is the most important of the 11

steps.

If the problem is incorrectly defined, allelse is wasted effort.

Problems may be either specific or 

general.

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Ch 2 10

Step 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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Ch 2 11

Step 3: Establish Objectives

Research objectives, when achieved,provide the information necessary tosolve the problem identified in step 2.

Research objectives state what theresearchers must do.

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Ch 2 12

Step Four: Determine Research

Design Exploratory Research: collectinginformation in an unstructured andinformal manner.

Descriptive Research refers to a setof methods and proceduresdescribing marketing variables.

Causal Research (experiments):allows isolation of causes andeffects.

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Ch 2 13

Step 5: Identify Information

Types and Sources Primary information: informationcollected specifically for the problem athand

Secondary information: informationalready collected

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Ch 2 14

Step 6: Determine Methods of 

Accessing Data Secondary data is relatively easy to

access; 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 without

computer assistance

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Step 7: Design Data Collection

Forms Questionnaire must be worded

objectively, clearly, and without bias

in order to communicate with

respondents.

Software programs are available to

assist marketing researchers in

preparing forms.

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Ch 2 17

Step 9: Collect Data

Data collection is very importantbecause, regardless of the dataanalysis methods used, data analysis

cannot fix bad data. Nonsampling errors may occur during

data collection.

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Ch 2 18

Step 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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Ch 2 19

Step 10: Analyze Data

Data analysis involves entering datainto computer files, inspecting datafor errors, and running tabulations

and various statistical tests. Data cleaning is a process by which

raw data are checked to verify thatthe data have been correctly inputtedfrom the data collection form to thecomputer software program.

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Ch 2 20

Step 11: Prepare and Present

the Final Research Report The last step is one of the most

important phases of marketing

research.

Its importance cannot be overstated

because it is the report, or its

presentation, that properly

communicates the results to theclient.