Marketing research that is the foundation of a successful marketing plan/campaign. Why marketing research is important If you need a copy of the Power point presentation email your request @ dngrtz2000@hotmail.com, will send you your copy immediately.

1. Lecture on Marketing Research
Quezon City,Philippines

2. Marketing research defined
Is the systematic design , objective &
exhaustive gathering collecting , recording,
and analyzing and reporting of data &
findings relevant to a specific marketing
situation of the company in order to
facilitate decision making

3. Note:
Scientific:Since scientific process is used to obtain
relevant information
Objectivity: Since logical reasoning is used not bias &
prejudices to obtain data and to draw
conclusion based on the basis of evidence
presented.
Exhaustive: Since only through comprehensive study &
effort can the research be successful

4. Marketing research process
Step one:Defining the problem & research
objectives
Step two:Developing the research plan
Step three:Collect the information
Step four:Analyze the information
Step five:Present the findings

5. Step one : Defining the
problem & objectives
Why research???
Defining the problem
Setting the the objective
Preliminary investigation situation analysis
Hypothesis formation
Use of marketing research
Scope of marketing
Typical application of marketing research

6. Why research?
In general:
Identify customer needs & wants
Understand the competition
Market dynamics
Then use this information to provide a package:
To meet those needs
That is better than competition
Which is within the market parameter

7. Defining the problem
1. Prepare list specific questions
management wants answered.
2. Determine specific information needed.
3. Prepare statement of specific problem

8. Setting the objective
Why you want the information?
What you will do with the info?
The format it should be in?
What is the use of the study?

9. Uses of market research
 As an input for analysis
& subsequent
management decision
 Product development
 To ascertain your
customer real needs
 Find new market or use
for existing product
 Product operation
improvement
 To find out what your
competitor is doing or
why you are not doing
well
 To establish CVP
 Helps minimize risk
 Helps focus effort
 Help maximize return

10. Scope of market research
Market measurement
Study influence of controllables
(marketing mix)
Study the competitive situation
Study influence of uncontrollables ( bread
basket study )
Consumer

11. Typical application of marketing
research
Give as handouts

12. Step two
Data source
Research approaches
Research instruments
Sampling plan
Contact method
Research design classification
Research tools

13. Data
Are facts or the raw materials of any
information gathering process

14. Data source: Definitions
 Primary: Original research compiled to meet your
specific requirements. There are two category.
Quantitative: The data and info are usually obtained
through surveys with data gathered from a representative
random sample of a given universe
Qualitative:Data derived from Research method such as
FGD that do not statistically represents the target market
universe.
 Secondary: Data that were collected for another purpose,
is not specifically compiled for your company but rather
is existing information

15. Types of data
Primary
Secondary
Advantages
 Specific tailor
made
 Practical
 Low Cost
 Easy to obtain
 Less time
Disadvantages
 Costly
 Time consuming
 May duplicate
secondary info
available
 Outdated
 Limited
application
 Inaccuracy

16. Data: Sources
Internal : From within
External : from outside the company

17. Techniques
are the basic procedures by which research
tools are put to used( ex. Public opinion,
lab experiment, computer simulations,
mathematical model historical
investigation)

18. Research methods/ approaches
are the basic approaches involved in
obtaining information , such as survey,
observations & experimentation

19. Research methods approaches
Observational: Fresh data that can be gathered by observing the
relevant actors and settings
Focus group: A focus group is a gathering of six to ten people
who are invited to spend a few hours with a skilled moderator to
discuss a product,service,organization or other marketing entity
Experimental: Calls for selecting matched groups of subjects,
subjecting them to different treatment, controlling extraneous
variables & checking whether observed response differences are
statistically significant. The purpose of experimental research is to
capture cause & effect relationship by eliminating competing
explanation of the observed findings. Price,ad,channel of distribution

20. Research method / approaches
Survey : Observation and FGD are suited for
exploratory research , surveys are best suited for for
descriptive research

21. Survey : three main uses
Factual survey: to gather facts from
respondent
Opinion survey: To report the respondents
opinion or views
Interpretative : to prove their
interpretations the respondent give on the
subject

22. Research tools
are devices & instruments used in
collecting & analyzing data ( questionnaire)

23. Research tools instrument
 Questionnaire : Set of questions presented to
respondents for their answer
Open ended: Questions that allow the respondent
to answer in their own word
Close ended: are questions that pre-specify all
possible answer to the question and the respondents
makes a choice among them.

24. Questionnaire: closed end
 Dichotomous: A question with two possible answer
Sample : Do you use this brand? Yes ___ No___
 Multiple choice: A questions with three or more
answers. Sample : With whom will you be traveling?
No one___Wife__Kids___ Business associates__
 Likert scale : statement with which the respondent shows
the amount of agreement /disagreement. Sample: This
brand is good ? 1. SDA__ 2.DA___3. NAD__
4.A__5.SA__
 Other types

25. Questionnaire: closed ended
Other types
Semantic differential,
 importance scale,
rating scale,
intention to buy scale

26. Questionnaire: open ended
Types
Completely unstructured,
words association,
sentence completion,
 story completion,
picture completion,
thematic appreciation

27. Mechanical
Psychogalvanometer: measures the subjects interest
or emotions aroused by exposure to specific ad or picture
 Tachistoscope:machine that flash numerous
picture and afterwards the subject is ask what he
remembers about it
 CCTV
 audiometer
TV Channel monitor

28. Sampling consideration
 Unit : who is to be surveyed?
 Size: How many people should be surveyed
 Procedure:How should the respondent be chosen
 Sample:
Probability:sample results form a process of random
selection where by each member of the universe has an
equal chance of being selected
(Simple random,Stratified random, cluster )
Non probability sample:samples result from a process in
which judgment enters into selection of the member of
the universe included in the sample
(Convenient, judgment , Quota )

29. Sample: continuation
Reliability: refers to the consistency of the
test results
“ If the reading preferences survey were
conducted among two sample groups taken
from the same universe & resulted in
identical findings the research would be
categorized as reliable”

30. Contact method
Mail questionnaire
Telephone interview
Personal/Face o face
Arranged
Intercept
Written questionnaire
Product testing
Consumer panels
Observations
Focus groups

31. Research design classification
Exploratory: is done when little knowledge is available on the
subject or problem
Conclusive:refers to projects which aids a manager in making a
decision from a number of alternative consumer buying pattern,
Heavy or light user etc
Descriptive: is characterized by planned structured research
design which makes extensive use of information from secondary
source
Causal : is conducted if data is to be used for predictions

32. Step three: Collect information
Observational:
Focus group:
Experimental:
Survey
Computer
Interactive terminal in shopping mall
Modern IMS

33. Step four: Analyze the
information
The Data gathered are the processed. The
data undergoes editing, coding, tabulation.
Data are reassembled in the form required
by management.

34. Step five: Present the findings
Outline
Statement of the problem
Significance/limitation of the study
Research design
Findings
Analysis & evaluation
Conclusion & recommendations

35. MIS Marketing information
system
Consist of people, equipment & procedures
to gather, sort,analyze,evaluate,& distribute
needed, timely and accurate information to
marketing decision makers.

36. MIS vs Marketing research
•MIS suggest process
•MIS is a system concept •research usually deals
with fragmented,
unrelated projects
•MIS is future oriented •Concerned more on
explaining why
something in the past
happened
•Research is concerned
with techniques

37. Character of effective MIS
Collects needed information
Processed data accurately,quickly &
reduced it to useful info
Stores info for as long as it is needed
Provide for quick & easy retrieval
Automatically monitors key events
Operates continuously

38. That’s all Folks!!!!!
Thank You Very MuchThe End