This document outlines the 7 steps of marketing research design: 1) identify the research purpose, 2) determine what needs to be learned, 3) design the research methodology, 4) collect primary or secondary data, 5) evaluate the collected data for errors or inconsistencies, 6) analyze the cleaned data using statistical tests, and 7) communicate the results in a written report. The purpose of marketing research is to support marketing decisions through explanation, prediction, monitoring, discovery, and hypothesis testing. Descriptive, exploratory, and causal research approaches are used depending on the research goals.

1. Paññāsāstra University of Cambodia
Lecture : Eng Kimsan
Topic :Design the Marketing Research
By: Tin Kolza
Marketing Research

2. Content
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

3. 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
marketing decisions.
• The first step in conducting research is to
examine the reasons why research is being
undertaken.

4. Con’t
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
future.

5. Con’t
- 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
marketing efforts.
- Hypothesis Testing - Hypothesis testing, which
is at the heart of scientific research, relies on
statistical analysis to help evaluate a hypothesis.
It

6. 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.

7. Con’t
• 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.

8. Step3: Determined Research Design
• To get answer to the issues raised in Step 2 the
researcher lays out a design for obtaining the
information .
• 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) .

9. Con’t
• 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.

10. Con’t
• 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
relationships.

11. 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

12. Con’t
Secondary
data
sources
Primary
data
sources
. . . 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.

13. 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

14. Con’t
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.

15. 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
missing
data, suspicious
response
patterns, or outliers.
. . . running
tabulations and various
statistical tests to
identify relationships
and determine if they
are meaningful.

16. 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
results.
 The report or its presentation communicates the
results to the client.