2. RESEARCH
The systematic and objective identification, collection,
analysis, dissemination, and use of information for the
purpose of assisting management in decision making related
to the identification and solution of problems and
opportunities in marketing”
Naresh K. Malhotra
Marketing Reserch: An Applied Orientation
3. ROLE OF RESEARCH IN DECISION MAKING
*
Customer Groups
• Consumers
• Employees
• Shareholders
• Suppliers
Research
Assessing
Information
Needs
Providing
Information
Marketing
Decision
Making
Managers
• Market Segmentation
• Target Market Selection
• Marketing Programs
• Performance and Control
Controllable
Marketing
Variables
• Product
• Pricing
• Promotion
• Distribution
Uncontrollable
Environmental
Factors
• Economy
• Technology
• Competition
• Laws and
Regulations
• Social and
Cultural Factors
• Political Factors
4. MANAGERIAL VALUE OF RESEARCH
Value
• Relevance
• Quality
• Timeliness
• Completeness
Data vs. Information vs. Knowledge
5. Problem
discovery
Problem definition
(statement of
research objectives)
Secondary
(historical)
data
Experience
survey
Pilot
study
Case
study
Selection of
exploratory
research
technique
Selection of
basic
research
method
Experiment Survey
Observation
Secondary
Data Study
Laboratory Field Interview Questionnaire
Selection of
sampling
technique
Sampling
Probability
Nonprobab
ility
Collection of
data
(fieldwork)
Editing and
coding
data
Data
processing
Interpretation
of
findings
Report
Data
Gathering
Data
Processing
and
Analysis
Conclusions
and Report
Research Design
Problem Discovery
and Definition
6. THE RESEARCH PROCESS
1. Define the Research Problem
2. Determine Research Design and Data Sources
3. Develop Sample Design and Sample Size
4. Develop Measurement Instruments
5. Collect and Prepare Data
6. Analyze and Interpret Data
7. Communicate Results
7. STEP 1: IDENTIFYING AND FORMULATING THE
RESEARCH PROBLEM/OPPORTUNITY
Process begins with the recognition of a problem or
opportunity:
Problem: Set of circumstances in a market and/or in the
company that requires modified or new marketing strategy
to respond in a way that will maintain or improve
performance.
Market Opportunity: Set of circumstances in a market that
defines a situation in which a company can improve
performance by creating modified or new marketing
strategy.
8. STEP 2: DETERMINE THE RESEARCH DESIGN
AND DATA SOURCES
Exploratory, Descriptive, Causal
Secondary vs. Primary Data
Survey research
Observation research
Focus Groups
Experiments
9. STEP 3: DESIGN SAMPLE
• Sample: a subset from a larger population
• Probability vs. nonprobability sample
• Number of respondents
• Method of contact
• Management of non-response
• Detailed field instructions
• Handling of data
10. STEP 4: DEVELOP MEASUREMENT INSTRUMENTS
• What observation form or questionnaire will be best suit the
needs of the project?
• Anonymous? Confidential?
• Structured vs. open-ended
• What types of rating scales?
• What is the layout going to look like?
11. STEP 5: COLLECT AND PREPARE DATA
• Editing and Coding
• Data Entry
• Data Cleansing
• Summarization
• Error Assessment
• Reliability/Validity
12. STEP 6: ANALYZING THE DATA
• Purpose of the analysis is to interpret and draw
conclusions from the mass of collected data
• Must select appropriate analytic tools to match
data, research objectives, and information
needs
13. STEP 7: COMMUNICATING RESULTS
• Researchers must remember to speak in managerial terms
rather than in the terminology understood only by research
specialists
• Reports should outline technical details of the research
project and methods in an appendix, if at all
• Researchers should spell out their conclusions in clear,
concise, and actionable terms
• Be open-minded to findings, be willing to refute expectations, and
acknowledge limitations.
