II. the Marketing Research Process

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Dr. Hj. Alvi Furwanti Alwie, SE. MMPascasarjana Universitas Riau


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The need for marketing research arises whenmanagers must make decisions and they haveinadequate information.

Not all decisions will require marketing research. Research takes time and costs money Managers must weight the value ossibly

derived from conducting marketing researchand having the information at hand against, thecost of obtaining that information.

3Dr. Hj. Alvi Furwanti Alwie, SE.,MM - Marketing Research


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The information is already available Managers make many decisions. Many of these decisions

are routine and the manager has the ex erience to makethe decision without any additional information.

The timing is wring to conduct marketing research Funds are not available for marketing research

Costs outweigh the value of marketing research

Dr. Hj. Alvi Furwanti Alwie, SE.,MM - Marketing Research 4


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This is the most im ortant ste , because if

the roblem is incorrectly defined, all else iswasted effort.

Defining the roblem is the most im ortantste in the marketing research rocess. If thewrong roblem is defined, everything else is

wrong.



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Two sources of roblem We must understand that roblems may come from two

different sources. A problem exists when a ga exists

between what was supposes to ha en and what didha en, failure to meet an objective.

This second ty e of roblem, called an opportunity,occurs when there is a ga between what didha enand what could have ha ened. A marketing

o ortunity has been defined as an area of buyer needor otential interest in which a com any can erform

rofitably.



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Research objectives state what the researchers mustdo.

A rocess for determining the roblem andestablishing research objectives when the source of

the roblem is a failure to meet an objective:.hal79. assess the background and the managers situation. Clarify the sym toms of the roblem Pin oint sus ected causes of the sym tom

S ecify solutions that may alleviate the sym tom Identify the managers assum tions about the

consequences of the solutions Assess the adequency of information on hand to s ecify

research objectives.



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By research design we are referring to theresearch a roach undertaken to meet the

research objectives.There are three widely

recognized research designs: Ex loratory (67): informal research that is undertaken

to learn more about the research roblem, learnterms and definitions, or identify research riority.

Descri tive : refers to research that describes thehenomena of interest.

Causal design: causal studies attem t to uncoverwhat factor or factors cause some event.



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Since research rovides information to helsolve roblems, researchers must identifify

the ty e and sources of informations they will

use. There are two ty es of information: rimary

(information collected s ecifically for the

roblem at hand) and secondary (informationalready collected).



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Accessing data may be accom lished throught avariety of methods.While secondary data is relativelyeasy to access, accessing rimary data is much morecom lex.

When researcher must communicate withres ondents, there are three main choices ofaccessing data: Have a erson ask questions (home survey or tele hone

survey)

Use com uter-assisted or direct questions (assistedtele hone intervien or OL survey delivered to an e-mailaddress)

Allow res ondents to answer questions themselveswithout com uter assistance (mail survey)



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If we communicate with res ondents (askthem questions), the form is calledquestionnaire.

If we observe res ondents, the form is calledan observation form

The questions asked will generate answersthat satisfy the research objectives and that

can therefore be used to solve the roblem. The questions must be worded ro erly so

that they are clear and unbiased.



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Marketing research studies are undertaken to learnabout o ulations by taking a sam le of that

o ulation. A o ulation consists of the entire grou that the

researcher wishes to make inferences about basedu on information rovided by the sam le data. Po ulations should be defined by the research

objectuves. A sam le is a subset of the o ulation

Sam le lan describe how each sam le element, orunit, is to be drawn from the total o ulation. How many elements of the o ulation should be used

to make u the sam le?The size of the sam ledetermines how accuately your sam le result reflect

values in the o ulations.Dr. Hj. Alvi Furwanti Alwie, SE.,MM - Marketing Research 12


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Ste 9: collect data

Nonres onse errors (105 malhotra)

Res onse errors

Ste 10: Analyze Data Marketing researchers transfer data from the data

collection forms and enter the data into softwareackages that aid them in analyzing the data

Ste 11: re are and resent the final researchre orts

The re orts is very im ortant because, often, this isthe only record of the research roject for the client


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II. the Marketing Research Process