Marketing research process

1. PROCESS OF MARKETING RESEARCH
November, 2020

2. PROCESS OF MARKETING RESEARCH
8 steps:
Problem definition
Planning the Research
Collection of Data - sources
Collection of Data - methods
Collection of Data - forms
Samples
Data analysis
Report preparation

3. Step 3: Collection of Data - Source
Secondary Data Primary Data

4. Step 3: Collection of Data - Source
Secondary Data Concert of Madonna in Skopje
Data that has already been
collected for other purpose, not for
the specific problem in question!
Internet (Instagram, FB, Twitter...)
Newspaper, magazines
Website
Her interviews, reviews
Movies
TV shows, radio…..
Biography

5. Step 3: Collection of Data - Source
Primary Data Concert of Madonna in Skopje
The primary data is provided by the
researcher for the specific problem
he/she is researching.
Direct interview with Madonna
and finding out what are her
wants, desires, needs for organizing
the concert!

6. Step 3: Collection of Data - Source
Differences between Secondary and Primary data
Primary Data Secondary Data
Purpose of data
collection
For the specific
problem/event
For other
problems/events
Collection
process
Great researcher
involvement, long
Fast and Easy
Costs for data
collection
High Relatively low
Collection time Long period Short time
Secondary data is always collected first!

7. Step 3: Collection of Data - Source
Advantages and Disadvantages of Secondary data
Money Savings
Immediately available
Easy to collect
Short time needed
Good basis for research
Outdated
Data Accuracy
May not be applicable
Potentially unreliable
Time Savings
Time difference between
collection and use of data

8. Step 3: Collection of Data - Source
Advantages and Disadvantages of Primary data
Address the right problem
Newest info
Applicable and Usable
Accurate & Reliable
Up to date
Very expensive
Time consuming
Difficult to collect
Need lots of planning
People, equipment needed

9. Step 3: Collection of Data - Source
Exercise: Fill in the table with “yes” and “no”
Claims Primary Data Secondary Data
Data exactly meets the needs of
the researcher
High collection costs
High speed of data collection
Newest possible information
Usage of lots of sources
Comparative advantage over
competition
Data originality

10. Step 3: Collection of Data - Source
Exercise: Fill in the table with “yes” and “no”
Claims Primary Data Secondary Data
Data exactly meets the needs of
the researcher
yes
High collection costs yes
High speed of data collection yes
Newest possible information yes
Usage of lots of sources yes
Comparative advantage over
competition
yes
Data originality yes

11. Step 3: Collection of Data - Source
Exercise: Primary or Secondary Data?
1. To launch and promote Starbucks in Skopje, marketers
examined the necessary information on the Internet (investments,
turnover, sales, suppliers, raw materials). What kind of research
is this?
2. In order to organize
Rihanna's concert in Skopje, a
direct interview was conducted
with her for all her needs
(accommodation, food, travel
route, clothes, etc.). What is this
research?
3. To improve the taste of
Nestle chocolate, Nestle
marketers conducted a survey
with consumers. What kind
of research is this?

12. Step 4: Collection of Data - Methods
Secondary data Primary data
Already collected data
for another purpose
QUALITATIVE DATA
QUANTITATIVE DATA
Focus groups
In-depth interviews
Projective techniques
Surveys
Observation
Experiment

13. Step 4: Collection of Data - Methods
Quantitative data Qualitative data
Facts, precise numbers, estimates,
relationships, predictions
Structured questions
Example: Your favorite subject in the
winter semester in the first year is:
a) Marketing research
b) Mathematics
c) Basics of economics
Ideas, opinions, feelings, attitudes,
thoughts
Unstructured, open questions
Example: Write down which subject is
your favorite in the winter semester in
the first year. Explain why!

14. Step 4: Collection of Data - Methods
Quantitative data Qualitative data
Example 2: Which coffee drink you
purchase most often?
A) Latte
B) Cappuccino
C) Macchiato
D) Turkish
E) Other – write in…….
Example 3: Do you like eating ice cream
during winter:
a) Yes
b) No
c) Don’t know
Example 2: When you are going out
with friends, what kind of coffee you
order? Can you explain in detail?
Example 3: What do you think about the
last restrictive measures of the
Government related to Covid 19?

16. Step 4: Collection of Data - Methods
Exercise: Qualitative or Quantitative Data?
1. The answer of a respondent to a T-Mobile survey was: “I am
not satisfied with the company's services due to the high cost of
roaming pulses!” What kind of data is this?
2. Circle one of the offered answers
for the following claim: "The
Professor of Marketing Research
tries to explain the learning
material"
А. I strongly agree
B. I agree
В. I do not know
C. I do not agree
D. I strongly disagree
3. Primary quantitative data are data
obtained through research:
observation, examination and
experimentation.
А. That's right
B. False

17. Step 4: Collection of Data - Methods
Secondary data Primary data
Already collected data
for another purpose
QUALITATIVE DATA
QUANTITATIVE DATA
Focus groups
In-depth interviews
Projective techniques
Surveys
Observation
Experiment

18. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Focus groups
Formalized process of bringing a small group of people together for an
interactive, informal and spontaneous discussion on a particular topic or
concept.
Group interview
Moderator
Size of group
Type of group
Atmosphere
Time
Recording
Aim
Trained leader of the group, communication skills
8-12 persons (participants)
Homogenous, knowledgeable, similar experience
Hotel, relaxed, comfortable, informal (drinks/ rewards…)
1-3 hours
Video/ Audio recording
Info about attitudes, feelings, experiences, ideas, beliefs
Particular topic, new product, improvement, ads

19. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Focus groups
TOPICS:
New products
Improvements
New ads
Level of prices
Can be ONLINE!

20. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA Focus groups

21. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Focus groups
Advantages 10”S”
Scientific scrutiny
Speed
Synergy
Security
Stimulation
Structure
Snowballing
Specialization
Spontaneity
Serendipity

22. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Focus groups
Disadvantages “5M”
Misjudge
MessyModeration
Misuse
Misrepresentation

23. Exercise
You have a task to organize Olympic Games in Macedonia! What
kind of primary and secondary data would you collect?
Write 2 examples for qualitative and quantitative data!

24. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
In-Depth Interview
Personal interview, face-to-face communication, unstructured way of
questioning to reveal underlying opinion, motives, beliefs, feelings on the
topic researched!
Goal
Moderator
Time
Examples:
Highly trained communicator, good listener
30 minutes – 1 hour
What do you think of shopping in a mall?
What is your opinion about Marketing classes?
Explain your attitude towards Covid 19!
What is your feeling about Nestea?
What is your idea about mountain camping?
Gathering ample information

25. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
In-Depth Interview
Three most popular research techniques:
Laddering Hidden issue questioning Symbolic analysis

26. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Laddering
In-Depth Interview
The line of questioning proceeds from
product characteristics to user
characteristics. Researcher can find out the
deepest motives of the respondent!

27. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Laddering
In-Depth Interview
Q: Why did you buy this sweater?
A: Because I like the picture!
Q: What do you like about that picture?
A: It makes me feel happy!
Q: Why does it make you feel happy?
A: It reminds me of a good time with
my family!
attributes
core
values

28. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Hidden issue questioning
In-Depth Interview
The focus is on the personal “sore spots” and
on deeply felt personal concerns. (fantasies,
dreams, ideal things, desires….)
Q: What kind of job do you want?
Q: How do you imagine the ideal job?
Q: What problems do you expect in the
workplace?
Q: What job changes would you
make if you were a director?
Q: What awards would you give to
the best workers?

29. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
In-Depth Interview
Symbolic analysis
Attempts to analyze the symbolic meaning
of objects by comparing them with their
opposites!
Q: What the world would look like
without cell phones?

30. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
In-Depth Interview
Advantages Disadvantages
+ people more freely talk
face-to-face than in a group!
+ can uncover deeper insights about
underlying motives
- skilled researchers are expensive
and difficult to find!
- the outcome depends on the skills
of the researcher
- the data obtained are difficult to
analyze and interpret
- high costs and lengthy procedure

31. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Most used for:
Confidential, sensitive or embarrassing topics
Children’s products
Products that are sensitive in nature
When there are strong social norms and
the respondent in a group would speak as
expected of him, and not as he thinks
In-Depth Interview

32. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Projective techniques
Projective technique is an unstructured, indirect form of asking questions
that encourages respondents to project their motivations, beliefs,
attitudes, or feelings about a particular subject of research.
Association
Completion
Construction
Word association
Expressive
Sentence completion Story completion
TAT Cartoon test Rorschach test
Role playing Third person technique

33. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Projective techniques
Association Word association
The word RED is associated with .....
The word GRAPE is associated with .
The word BOTTLE is associated with
The word GLASS is associated with .
The word SWEET is associated with .

34. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Projective techniques
Completion
Sentence completion
A) Boat trip is ------------
B) Buying diamonds means ---
C) In Tinex markets people
often buy------------
Story completion

35. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Projective techniques
Construction TAT – Thematic Apperception Test

36. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Projective techniques
Cartoon testConstruction

37. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Projective techniques
Construction Rorschach test

38. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Projective techniques
Expressive Role playing

39. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Projective techniques
Expressive Third person technique
If you were the woman in this picture, how would you react?

40. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Projective techniques
Not used much!
Too expensive!

41. Step 4: Collection of Data - Methods
Secondary data Primary data
Already collected data
for another purpose
QUALITATIVE DATA
QUANTITATIVE DATA
Focus groups
In-depth interviews
Projective techniques
Surveys
Observation
Experiment

42. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA QUANTITATIVE DATA
1. Tell us your opinion about Audi:
-----------
1. Do you like Audi?
a) Yes
b) No
2. Can you tell us what you think
about the quality of Audi:
-----------
3. If you get a lot of money on lottery,
will you buy Audi? Explain if your
answer is yes, or no:
-----------
2. How you will rank the
quality of Audi?
a) Highly qualitative
b) Qualitative
c) Don’t know
d) Not so qualitative
Formal, standardized, structured questions
Respondent has no much freedom to elaborate

43. Step 4: Collection of Data - Methods
Primary data
Exercise: Qualitative or Quantitative data?
1. Which of the following best describe your current relationship status:
a) Single
b) Married
c) Widowed
d) Separated
e) Divorced
f) Other:-----
3. Do you like ice cream?
a) Yes
b) No
5. Can you tell us what you think about
the quality of Top shop products:
-----------
4. Write down your opinion about TV
series: -----------
2. Give your opinion about
divorced people: ------
6. Do you believe in ghosts?
a) Yes
b) No

44. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Surveys
Structured questionnaires
Advantages:
Disadvantages:
- Easy collection of data
- No subjectivism, biases
- Less communication,
moderation, interpretations
- Lots of respondents
- No elaboration on feelings,
thoughts, opinions, beliefs…
- No truthful answers

45. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Types of Surveys
Personal interviews: Telephone interviews:
• In-home interviews
• Mall-intercepts
• Computer assisted (kiosk)
• Traditional phone interview
• CATI (computer+ human)
• CATS (only computers)
Mail interviews: Online interviews:
• Traditional, by post
• Panels
• Panel of consumers
• Panel of TV viewers
• Walther-Thompson panel
• E-mails
• Web-pages
• Social networks

46. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Types of Surveys
Personal interviews:
• In-home interviews
+ comforting atmosphere
- high costs
- time consuming
• Mall-intercepts
+ often, popular interview
- not lot of respondents
A trained interviewer asks questions by using a structured questionnaire and
record the respondent’s answers!

47. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA
Kiosk interview
Types of Surveys
• Australia, 2003
• ETF – Exhibition and
Trade Fairs
• Questions about
- the fair
- exhibits at the fair
-expectations….

48. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Types of Surveys
Telephone interviews:
Quick and relatively inexpensive research conducted over phone and lot of
people can be reached! (follow-up)
• Traditional phone interview
• CATS – Completely Automated Telephone Survey
• CATI – Computer Assisted Telephone Interviewing

49. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Types of Surveys
Mail interviews:
Relatively inexpensive research conducted by post or by using panels!
• By post
+ Questionnaire, cover letter,
response paid envelope, associated
material, rewards
- Very lengthy!
• Panels
+ family members agree in advance
to participate in research! (rewards)
- Panel of consumers
- Panel of TV viewers
- Walther Thompson panel

50. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Types of Surveys
Online interviews:
Interactive, fast data collection, easy analysis and reporting!
• By e-mail
• Web-pages of companies
• Social networks

51. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Observation
The researcher observes the behavior of consumers without any
communication with them!
A) Structured vs. Non-structured
B) Disguised vs. Non-disguised
C) In natural vs. in artificial settings
Test kitchen

52. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Observation methods
A) Personal observation
Observation what’s
happening in a real time
Shopping mall:
No. visitors
No. consumers
Age, sex….
In front of displays
At cashiers
What they buy

53. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Observation methods
B) Mechanical observation
Observation by mechanical means & instruments
a) People meter - what TV viewers watch on TV
b) Cameras (fixed, mobile, video cameras)
c) Internet (visits, likes, time spent, searching…)
d) Pupils-meter - the pupil in the eye expands /
narrows depending the like/dislike of something!
d) psychogalvanometer - moisturizing the palm
w) voice pitch analysis - change of voice!

54. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Observation methods
C) Traces-analysis
Observation by traces left after the behavior of consumers!
a) Museums / fairs (footprints)
b) Finger-prints on books/magazines
c) Position of radio-station in cars
d) Garbage of celebrities

55. Exercise: Link Letters with Numbers
3 People-meter observes… e eye movement
5 Mystery shopper is called….. h mail interviews
1 Pupils-meter observes….. i only computers
8 CATS means interview conducted by b online interviews
6 Kiosk interview is part of the…. j freedom of expression, opinions
10 Walter-Thompson panel a disguised research
12 Mall-interview is also…. n traces analysis
7 CATI is an interview conducted by d Strict, structured questions
9 Panels are in the group of… c recording most important goods
11 Web-pages interviews are m personal interviews
14 Quantitative research f TV viewers behavior
2 Psychogalvanometer l computer + human beings
13 Qualitative research g hand-palm moisture
4 Museum exhibitions change based on k shopping interview

56. Exercise solved: Link Letters with Numbers
3 People-meter observes… f TV viewers behavior
5 Mystery shopper is called….. a disguised research
1 Pupils-meter observes….. e eye movement
8 CATS means interview conducted by l computer + human beings
6 Kiosk interview is part of the…. m personal interviews
10 Walter-Thompson panel c recording most important goods
12 Mall-interview is also…. k shopping interview
7 CATI is an interview conducted by l computer + human beings
9 Panels are in the group of… h mail interviews
11 Web-pages interviews are b online interviews
14 Quantitative research d Strict, structured questions
2 Psychogalvanometer g hand-palm moisture
13 Qualitative research j freedom of expression, opinions
4 Museum exhibitions change based on n traces analysis

57. Homework
Explain what research (observation) is based
on trace analysis. Give more examples. (4-5)