1. MARKETING RESEARCH

2. Marketing research
Is the systematic design, collection, analysis, and
reporting of data and findings relevant to a
specific marketing situation facing the company

3. Market Research Firms
 Syndicated Service Research Firms
 Custom Marketing Research Firms
 Specialty Line Marketing Research Firms

4. Market Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Make The decision

5. Step 1: Define the Problem
 Define the problem
 Specify decision alternatives
 State research objectives

6. Step 2: Develop the Research Plan
Research
Approaches
Research
Instruments
Contact
Methods
Sampling
Plans
Data
Sources

7. Research Approaches
 Observational Research
 Ethnographic Research
 Focus Group Research
 Behavioral Research
 Survey Research
 Experimental Research
Research
Approaches

8. Research Instruments
 Questionnaires
 Qualitative Measures
 Technological Devices
Research
Instruments

9. Questionnaire Do’s & Don’ts
 Ensure questions are free of bias
 Make questions simple
 Make questions specific
 Avoid jargon
 Avoid sophisticated words
 Avoid ambiguous words
 Avoid negatives
 Avoid hypothetical
 Avoid words that could be misheard
 Use response bands
 Use mutually exclusive categories
 Allow for “other” in fixed response
questions

10. A “Questionable Questionnaire”
 What is your income to the nearest hundred dollars?
 Are you strong or weak supporter of overnight
summer camping for your children?
 How many camps mailed or emailed information to
you last year? This year?
 What are the salient and determinant attributes in
your evaluation of a summer cams?

11. Question Types- Dichotomous
In arranging this trip, did you
personally phone Air India?
Yes No

12. Question Types- Multiple Choice
With whom are you traveling on this trip?
 No one
 Spouse
 Spouse and children
 Children only
 Business associates/friends/relatives
 An organized tour group

13. Question Types- Likert Scale
Indicate your level of agreement with the following
statement: Small airlines generally give better service
than large ones.
 Strongly disagree
 Disagree
 Neither agree nor disagree
 Agree
 Strongly agree

14. Question Types—Semantic Differential
Air India
Large ………………………...…….Small
Experienced………………Inexperienced
Modern…………………Old-fashioned

15. Question Types—Importance Scale
Airline food service is _____ to me.
 Extremely important
 Very important
 Somewhat important
 Not very important
 Not at all important

16. Question Types—Rating Scale
American Airlines’ food service is _____.
 Excellent
 Very good
 Good
 Fair
 Poor

17. Question Types-
Intention to Buy Scale
How likely are you to purchase tickets on American
Airlines if in-flight Internet access were available?
 Definitely buy
 Probably buy
 Not sure
 Probably not buy
 Definitely not buy

18. Question Types—Completely
Unstructured
What is your opinion of Air India?

19. Question Types—Word Association
What is the first word that comes to your mind
when you hear the following?
Airline ________________________
American _____________________
Travel ________________________

20. Question Types—
Sentence Completion
When I choose an airline, the most
important consideration in my
decision is:
____________________________
____________________________
____________________________
____________________________
____________________________

21. Question Types—Story Completion
“I flew American a few days ago. I noticed that the exterior
and interior of the plane had very bright colors. This aroused
in me the following thoughts and feelings.” Now complete the
story.
________________________________________________
________________________________________________
________________________________________________
________________________________________________
__________________________________________.

22. Question Types—Picture
(Empty Balloons)

23. Question Types—Thematic
Apperception Test (TAT)

24. Sampling Plan
 A segment of the population selected for marketing
research to represent population as a whole.
 Sampling Unit
 Sampling Size
 Sampling Procedures
 Probability Sample
 Simple Random Sample
 Stratified Random Sample
 Cluster Sample
 Non Probability
 Convenience Sampling
 Judgment Sampling
 Quota Sampling
Sampling
Plans

25. Contact Methods
 Mail Questionnaire
 Telephone Interview
 Personal Interview
 Online Interview
Contact
Methods

26. Step 3 :Gathering Data
 Secondary Data:
Information already exists somewhere, having been
collected for another purpose.
 Primary Data:
Information collected for the specific purpose at hand.

27. Marketing Research
 Step 4 : Analyze the Information
 Step 5 : Present the Findings
 Step 6 : Make the Decision