CHAPTER 3: The Marketing Research Process and Proposals

ESSENTIALSESSENTIALS OF MARKETING RESEARCHOF MARKETING RESEARCHHair/Wolfinbarger/Ortinau/BushHair/Wolfinbarger/Ortinau/Bush

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Information Research Process

Information research process is the systematic task steps in the gathering,

analyzing, interpreting, and transforming of data structures and results into

decision-making information

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Determining the Need for Research Process

“Can the decision-making problem or question be solved

based on past experience and

managerial judgment?”

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Situations when research might not be needed

Information already availableInsufficient time framesInadequate resourcesCosts outweigh value

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Exhibit 2.2 Phases of the Information Research Process

Phase IDetermine the Research Problem

Phase IDetermine the Research Problem

Phase IISelect Appropriate Research Design

Phase IISelect Appropriate Research Design

Phase IIIExecute the Research Design

Phase IIIExecute the Research Design

Phase IVCommunicate the Research Results

Phase IVCommunicate the Research Results

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Scientific Method

Logical

Objective

Systematic

Reliable

Valid

Ongoing

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Step 1. Identify and clarify information needs Step 1. Identify and clarify information needs

Step 2. Define the research problem and questions

Step 2. Define the research problem and questions

Step 3. Specify research objectives and confirm information value

Step 3. Specify research objectives and confirm information value

Phase I. Determine the Research Problem

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Step 1: Identify and clarify information needs

Purpose of the research requestUnderstand the complete problem

situationIdentify and separate out symptomsDetermine the unit of analysisDetermine the relevant variables

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Exhibit 2.5 The Iceberg Principle

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Step 2: Define the Research Problem and Questions

Initial research question

Redefined research questions

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Step 3: Specify Research Objectives and Confirm Information Value

Can the information be collected at all?Can the information tell the decision maker

something not already known?Will the information provide significant

insights?What benefits will be delivered by this

information?

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Step 4. Determine the research design and data sources

Step 4. Determine the research design and data sources

Step 5. Develop the sampling design and sample size

Step 5. Develop the sampling design and sample size

Step 6. Examine measurement issues and scales

Step 6. Examine measurement issues and scales

Phase II. Select the Research Design

Step 7. Design and pretest the questionnaire Step 7. Design and pretest the questionnaire

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Causal Causal ResearchResearchCausal Causal

ResearchResearch

Step 4: Determine the Research Design

Descriptive Descriptive ResearchResearch

Exploratory Exploratory Research Research

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Step 5: Develop the Sampling Design and Sample Size

Identify the relevant defined target population by either:conducting a census of all members, orselecting a subgroup

Develop a probability or non-probability sampling plan

Determine how many people need to be investigated

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Step 6. Examine Measurement Issues and Scales

Level of information neededReliability and validity of informationDevelopment of reliable and valid scale

measurementDimensions underlining critical factorsSingle or multi-item measures used to collect

data

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Step 7: Design and Pretest Questionnaire

Questionnaires can be pretested in a usability lablike this one

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Step 8. Collect and prepare data Step 8. Collect and prepare data

Step 9. Analyze data Step 9. Analyze data

Step 10. Interpret data to create knowledge Step 10. Interpret data to create knowledge

Phase III. Execute the Research Design

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Phase IV. Communicate the Research Results

Step 11. Prepare and present final report Step 11. Prepare and present final report

Executive SummaryExecutive Summary

IntroductionIntroduction

Problem Definition & ObjectivesProblem Definition & Objectives

MethodologyMethodology

Results, Findings, Limitations of StudyResults, Findings, Limitations of Study

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Research proposal outline

Purpose of proposed research projectType of studyDefinition of target population and sample

sizeSample design and data collection methodSpecific research instrumentsPotential managerial benefits Proposed cost for total projectProfile of research companyOptional dummy tables of projected results