Marketing research The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
What question to ask , What variables to study ?
Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers. s to describe things, such as the market potential for a product or the demographics and atti- tudes of consumers who buy the product.
For example, would a 10 percent decrease in tuition at a private college result in an enrollment increase sufficient to offset the reduced tu- ition? Managers often start with exploratory research and later follow with descriptive or causal research.
1.That is, the optimal data collection technique is selected only after the researcher has determined the purpose, the information sought and the basic research design method. In many instances the researcher uses both secondary and primary data collection as part of the same research project.2.The first option is associated with Secondary Research, which involves accessing information that was previously collected. The last two options are associated with conducting Primary Research, which involves the collection of original data generally for one’s own use.3. Secondary Research is a secondary sources of data that has already produced and can be contemporary or historical.such as accessing material from previous market research carried out by the marketer’s organization, old sales reports, accounting records and many others, falls under the heading of secondary research.
In general marketers can select from two basic approaches to data collections using primary methods:Qualitative Data CollectionQuantitative Data CollectionBoth methods offer advantages and disadvantages which are discussed in detail in this tutorial.
The last step is one of the most important phases of marketing research.
Design marketing research
Paññāsāstra University of Cambodia
Lecture : Eng Kimsan
Topic :Design the Marketing Research
By: Tin Kolza
I. Type of Design Marketing research
1. Identify Research Purpose
2. Identify What is to be Learned
3. Determined Research Design
4. Data Collection
5. Evaluate Data
6. Analyze Data
7. Communicated Results
I. Type of Design Marketing Research
Step1 : Identify Research Purpose :
• marketing research serves as the foundation
of marketing since it is used to support all
• The first step in conducting research is to
examine the reasons why research is being
Marketers use research to support decisions in five
important ways :
- Explanation : Possibly the most cited reason for
conducting research is to use it to explain why
something is occurring.
- Prediction - Research is used to help assess a
situation and predict what may happen in the
- Monitoring - Many decisions made by
marketers must be monitored to insure that
goals are being attained.
- Discovery - Most marketers are continually on
the look out for ways to improve their
- Hypothesis Testing - Hypothesis testing, which
is at the heart of scientific research, relies on
statistical analysis to help evaluate a hypothesis.
Step2: Identify what is to be learned
• Next job of researchers is to decide what
specific information they want to obtain .
• Researcher may spend a considerable amount
of time deciding what to study.
• Identifying what needs to be learned is
not always easy ?
• Determining what is to be learned is also
important in helping market researchers envision
the scope and demands of what must be done.
• Demands of the project refer to what users of
the information (e.g., marketing
manager, clients) seek from the research.
Step3: Determined Research Design
• To get answer to the issues raised in Step 2 the
researcher lays out a design for obtaining the
• The first part of the research design is to decide
on the type of research that will work best for
the purpose (i.e., explain, predict, monitor,
discover, hypothesis test) .
• Descriptive research : is to provide an accurate
description for something that is occurring.
• collecting information using methods that
describe marketing variables; e.g. who, what,
why and how questions regarding attitudes,
intentions, behaviors, etc., or competitive
products, stores, services, etc.
• The exploratory : approach attempts to
discover general information about a topic that
is not well understood by the marketer.
• Causal research : Marketing research to test
hypotheses about cause-and-effect
Step 4 : Data Collection
• The data collection approach used depends on
what the researcher determined in the Steps 1-3
of the research plan.
To gather research marketers have three choices:
• acquire pre-existing research
• undertake new research themselves
• out-source the task of new research to a third-
party, such as a market research company
. . . accessing data through sources such
as the Internet, library, internal data
warehouses, syndicated studies, etc.
. . . obtaining data specifically for current
research problems through methods such
as the telephone, Internet, mail, face-to-
face interviews, or observation.
There are many reason why data many not be presented in the
form needed for further analysis , some of reasons include :
• Incomplete Responses – This most likely occurs when the
method of data collection (e.g., survey) is not fully
completed, such as when the person taking part in the
research fails to provide all information (e.g., skips questions).
Step 5: Evaluate Data
Data Entry Error – This exists when the information is not
recorded properly which can occur due to the wrong entry being
made (e.g., entry should be choice “B” but is entered as choice
“C”) or failure of data entry technology (e.g., online connection is
disrupted before full completion of survey).
Questionable Entry – This occurs when there are apparent
inconsistencies in responses such as when a respondent does not
appear to be answering honestly.
Step 6: Analyze Data
Data cleaning Data analysis
. . . data is checked
to verify it has been
correctly input from
the collection form
or computer file, and
there are no
problems such as
patterns, or outliers.
. . . running
tabulations and various
statistical tests to
and determine if they
Step 7 : Communication
The Final stage in the marketing research process is
to report the finding.
Those conducting the research will prepare a written
report outlining what was researched and offer
The report or its presentation communicates the
results to the client.