This document provides an overview of marketing research. It defines marketing research and discusses its uses, including understanding customer needs, developing and testing strategies, and evaluating programs. Several examples of marketing research topics are given. The key stages of the marketing research process are outlined, including problem definition, research design, data collection and analysis. Common pitfalls are also mentioned.

1. Karthik Jeganathan PGDAM 2010-2011

2. Definition Uses of Marketing Research Examples of Uses Marketing Research Industry Marketing Research Brief Format Marketing Research Process Problem definition Research approach & design Data collection & Sampling Data processing Analysis Pitfalls

3. The collection, analysis and communication of information undertaken to assist decision making in marketing (Wilson) The application of scientific research methods to obtain objective information on people’s attitudes and behaviour based usually on representative samples of the relevant populations (MRS)

4. Supplying information needs of marketing process To understand wider environment To understand customer needs To develop and test marketing strategies To evaluate marketing programmes (for instance pricing)

5. To measure student satisfaction at University To understand the DMU (decision making unit) in the family holiday market To describe men’s attitudes toward hair care products To determine if there is a relationship between lifestyle characteristics and buying organic food Understand how to sell more photocopiers

6. Research suppliers and research buyers (clients) full service agency specialist agency independent consultant In house researchers commissioning external research advising on use of research

7. The key to marketing research is communication between the market researchers and the marketing decision makers (clients). This communication is usually in the form of a research brief. The research brief is a written document to clarify the research problem and other information to help communication between the client and researcher

8. Title Definition of the problem Background to problem (inc. some secondary research) Why research is necessary Research objectives Suggested approach (Research Design) Target population and Sampling plan Analysis required Outputs Timings and Budget

9. Problem definition Research approach & design Data collection Data processing Analysis

10. Problem definition involves stating the general problem (usually a marketing problem) and identifying the specific components of the problem (information required to address the marketing problem)

11. A car dealership has found that although the number of inquiries and visitors to the showroom have remained the same to previous year, sales and market share have fallen dramatically. This is the general marketing problem . External factors may be affecting this e.g. rise in number of cars being imported.The dealership wants to understand what is happening among the car buying public so it can take some action to at least halt the sales decline e.g. What specific information do consumers seek when buying a car?, How do other dealerships compare? These are the specific components of the problem

12. Research Approach Longitudinal Research Causal Research Descriptive Research Cross-sectional Research Conclusive Research Approach Exploratory Research Approach

13. Primary Data Collection: collected for the specific purpose of addressing the marketing research problem Quantitative Data Qualitative Data Mixed Method (Quantitative & Qualitative) Secondary Data Collection: data that has already been collected for other purposes

14. Topic Quantitative Research Qualitative Research Research enquiry Exploratory, descriptive and causal Exploratory and descriptive Nature of questions and responses Who, what, when where, why how many? Relatively superficial and rational responses. Measurement, testing and validation What, where when, why? Below the surface and emotional responses Understanding, exploration and idea generation Sample Size Relatively large Relatively small Data collection Not very flexible Interviews and observation Standardised More closed questions Flexible Interviews and observation Less standardised More open ended questions Data Numbers, percentages, means Less detail or depth Nomothetic description Context poor High reliability, low validity Statististical inference possible Words, pictures Detailed and in-depth Ideographic description Context rich High validity, low reliability Statistical inference not possible Cost Relatively low cost per respondent but relatively high project cost Relatively high cost per respondent but relatively low project cost

16. Decisions relation to data processing should NOT take place after data has been collected Data processing includes: Data checking, Cleaning, Editing, Coding and Transcribing

17. The purpose of data analysis is to produce information that will help address the problem This will be determined by the earlier stages of the research design, the characteristics of the date, properties of statistical techniques and the background of the researcher.

18. Example: Tobacco Consumption: EU Research Study MRI Scans