Marketing research (Primary and secondary research , Focus group, Quantitative, observation method ,survey )

1. Marketing Research
Ph_Eyad@yahoo.com

2. Marketing Research
 Is the systematic design, collection, analysis,
and reporting of data and findings relevant to
a specific marketing situation facing the
company.
 It could be:
Primary or secondary

3. Primary research:
Original research performed by individual
researchers or organization to met specific
objectives
 Examples of primary research:
1. Personal interview
2. Focus groups
3. telephone interviews
4. Mailing questionnaires

4. Secondary Research:
Locating secondary data which was generated for some
purpose other than the present research objectives.
 Sources of Secondary data:
1. Internal sources
2. Government publications
3. Periodicals and books
4. Commercial data

5.  Examples of secondary research:
1. Prescriptions, Sales activity, promotion audits
2. Trade journals, annual reports, etc
3. Internal sources (e.g. Sales representative
call reports, budget updates).

6.  Types of Marketing Research:
1. Desk Research
2. Qualitative Research
3. Quantitative Research

7. Marketing Research
Desk Research
 This type of research is available to
everybody, and gives an idea about what
is happening and not why is it
happening?
 Does not address the exact problem.

8. Marketing Research
• Helps give us new ideas
• Subjective in nature
• It could be a helpful step towards designing a
quantitative research
1. Focus Group: Talk freely
2. Depth Interview: Face to face interview
3. Projective Techniques
4. Metaphor Analysis

9. Hints for a Good Focus Group
 Assemble 6-10 people who you think would buy your product.
 Gather in an informal, relaxed setting.
 Use someone who is an excellent interviewer /moderator
with good listening skills.
 I initiate open-ended questions.
 Listen as participants share ideas, respond to one another and
stimulate one another’s thinking.
 Gently guide the discussion for no more than one hour.
 Take notes during the session and also audio tape it for
accuracy.

10. Quantitative Research
 Gives us numerical data and helps us choose
between alternatives about something that we
are familiar with.
 Objective and descriptive in nature.

11. Quantitative Research
 Data Collection:
 Observational
 Experimentation
 Surveys:
1. Personal interview
2. Phone
3. Direct mail
4. E-mail

12. Observation Methods
 Direct contact with subject is avoided to reduce
possible awareness of observation process.
 Physical conditions, subject actions, and
demographics are noted.
 Observation may be combined with same
subject interviews.
 Data gathered may influenced by observer bias.

13. Experimentation
 Experiment
 A research method that attempts to maintain
(control) certain variables while measuring the
effects of experimental (uncontrolled) variables
 Independent variable: acts on the dependent
variable
 Dependent variable: is affected by variations in
the independent variable

14. Creating a Print Survey
 Keep questions short, simple and to the point.
 Make it very easy for the respondent to
complete. Have someone who is not familiar
with the survey give you a critique.
 Surveys should take no longer than 5-10 minutes
to complete.
 Be careful not to bias the answers with your
question construction.
 Say. ‘’ Thank you.’’

15. Offer respondents some reward for completing
the survey ( money, discounts, prizes, etc.).

16. Quantitative Research
 Data Collection Instruments:
1. Questionnaires
2. Attitude Scales
 Likert Scale
 Satisfaction Measures
 Importance Scales
 Semantic Differential Scale
 Behavior Intention Scales
 Rank Order Scale

17. Attitude Scales
 Likert Scale
Strongly
Disagree
Somewhat
Disagree
Neither
Agree nor
Disagree
Somewhat
Agree
Strongly
Agree

18. Attitude Scales
 Satisfaction Measures:
Very
Dissatisfied
Somewhat
Dissatisfied
Neither
Satisfied
nor
Dissatisfied
Somewhat
Satisfied
Very
Satisfied

19. Attitude Scales
 Importance Scales:
Not al All
Important
Somewhat
Unimportan
t
Neither
Important
nor
Unimportant
Somewhat
Important
Extremely
Important

20. Attitude Scales
 Behavior Intention Scales:
Definitely
Will Not
(Prescribe)
Probably
Will Not
(Prescribe)
Might or
Might Not
(Prescribe)
Probably
Will
(Prescribe)
Definitely
Will
(Prescribe)

21. Attitude Scales
 Rank Order Scale: Rank the
following options by placing
number from 1 (Most
Favorable)
To 5 (Least Favorable).
-----Option X
-----Option Y
-----Option Z
-----Option M
-----Option N

22. Marketing Research
 Types of Samples:
 Probability Samples:
1. Simple Random Sample
2. Stratified Random Sample
3. Cluster (Area) Sample
 Non-Probability Samples:
1. Convenience Sample
2. Judgment Sample
3. Quota Sample

23. Marketing Research
 The Marketing Research Process:
1. Define the problem and Research Objectives
‘’ It isn’t that they can’t see Solution.
It is that they can’t see the problem’’ G. K.
Chesterton
(1874-1936)
2. Design the research plan
3. Collect Secondary Data
4. Sample design
5. Collect Primary Data
6. Analyze the information
7. Write the final report and present the findings

24. Marketing Research
 the product manager must:
1. Know the principles of marketing research
2. Oversee the process
3. Ensure that objectives are clear and
meaningful
4. Ensure that the project is well planned and
well executed
5. Be responsible for the results

25. Marketing Research
Systematic: Carefully planned process,
Qualitatively and quantitatively significant.
Unbiased: Interest in adjective data, not
Prejudiced by preconceived ideas.
All: Comprehensive analysis and evaluation of the
environments that impact our business.

26. Marketing Research Planner
 User checklist :
1. What is the problem? What is the
opportunity?
2. What are the specific objectives?
3. What information is needed?
4. What are the benefits?
5. How much will the study cost?

27. Marketing Research Planner
Research Checklist:
1. Problem analysis: Agree with user?
2. Objectives of the study: Agree with user?
3. Type of Study: Qualitative? Quantitative? Both?
4. Target group
5. Data collection method
6. Sample type and size
7. Schedule: Start dates and finish dates
8. Estimated costs
9. Will a marketing research agency be used? If so, who?
10. Who will supervise the agency?