This document outlines the 6 key steps in conducting a marketing research project: 1. Defining the problem by discussing with decision makers and identifying the research questions. 2. Developing an approach including objectives, models, hypotheses and information needed. 3. Formulating a research design addressing data collection methods and sampling. 4. Conducting fieldwork and data collection through surveys, interviews or other methods. 5. Preparing and analyzing the collected data. 6. Preparing and presenting a report of the findings and recommendations to the client.

1. MARKETING RESEARCH

2. Marketing Research
 American Marketing Association formally defines
marketing research as the following:
‘ Marketing research is the function that links the
consumer, customer, and public to the marketer
through information- information used to identify and
define marketing opportunities and problems; generate,
refine, and evaluate marketing actions; monitor
marketing performance; improve understanding of
marketing as a process’.
 For the purpose of our discussion which emphasizes
the need for information for decision making, marketing
research is defined as follows:
‘ Marketing research is the systematic and objective
identification, collection, analysis. Dissemination, and
use of information for the purpose of improving decision
making related to the identification and solution of

3. Classification of Marketing
research

5. When Pepsi expanded their market to China, they launched with the
slogan, "Pepsi brings you back to life." What they did not realize is that the
phrase translated to “Pepsi brings your ancestors back from the grave.”
This may seem like a funny mistake ... but to Pepsi this was a huge mistake,
especially when you are trying to build a brand on a global level.
Coca-cola also had little success marketing a product in Chile. When
the company attempted to introduce a new grape-flavored drink, it
soon discovered that the Chileans were not interested. Apparently,
the Chileans prefer wine as their grape drink.
Warner encountered difficulties when it tried to sell a cinnamon
flavored FRESHEN-UP gum in Chile. Because the gum’s taste was
unacceptable there, the product fared poorly in the marketplace.

6. Report preparation and presentation

7. Step 1: Problem definition
 Problem definition involves discussion with decision makers,
interviews with industry experts, analysis of secondary data, and
perhaps, some qualitative research, such as focus groups.
Guideline for selecting a problem:
 Subject which is overdone should not be chosen
 Too narrow or too vague problems must be avoided
 The chosen subject should be familiar and feasible
 Cost and time factor must be kept in mind
Necessity for defining a problem: the problem to be
investigated must be clearly defined in order to
 Discriminate relevant data from irrelevant data
 Formulate objectives
 Choose an appropriate design

8. Step 2: Development of an approach to the
problem
The components of an approach consists of
 objective/theoretical framework,
 analytical models,
 research questions,
 hypotheses,
 specification of information needed.
 It is necessary that the approach developed be
based on objective or empirical evidence and be
grounded in theory
 The relevant variables and their interrelationships
may be neatly summarized via an analytical model
 The research questions are refined statements of
the specific components of the problem
 Research questions may be further refined into

9. Step 3: Research Design Formulation
 A research design is a framework or blueprint for
conducting the marketing research project.
 Formulating research design involves
1. Definition of the information needed
2. Secondary data analysis
3. Qualitative research
4. Methods of collecting quantitative data ( survey,
observation etc.)
5. Measurement and scaling procedures
6. Questionnaire design
7. Sampling process and sample size
8. Plan of data analysis

10. Step 4: Fieldwork or Data Collection
 Data collection involves a field force or staff that
operates either in the field, as in the case of personal
interviewing, from an office by telephone, through mail
or electronically through e-mail or internet.
 Proper selection, training, supervision and evaluation
of the field force help minimize data-collection errors.

11. Step 5:Data preparation and
analysis
 Data preparation includes the editing, coding,
transcription, and verification of data
 The data from questionnaire are transcribed or
keypunched onto magnetic tape or disks, or input
directly into the computer
 The data are analyzed to derive information related to
the components of the marketing research problem
and, thus, to provide input into the management
decision problem.

12. Step 6: Report preparation and
presentation
 Research report is the systematic,
articulate, and orderly presentation
of research work in a written form.
 Research report involves relevant
information on the research work
carried out.
 The findings should be presented in
a comprehensive format so that the
management can readily use them
in the decision-making process.
 In addition an oral presentation
should be made to management
using tables, figures, and graphs to
enhance clarity and impact.
 The internet is also used to
disseminate marketing research
results and reports, which can be
posted on the web and made
available to managers on a

13. Case study: Johnson & Johnson Gentleness could not
handle pain
 J&J is considered to be the world’s most broadly based
manufacturer of health care products with more than 250
operating companies in 57 countries.
 Despite its success in the industry, J&J baby products
attempt to use its company name on baby aspirin proved
to be unsuccessful.
 Johnson & Johnson baby products are perceived as
gentle, but gentleness is not what people want in a baby
aspirin.
 Although baby aspirin should be safe , gentleness per se
is not a desirable feature.
 Rather, some people perceived that a gentle aspirin
might not be effective enough
 This is an example of what intuitively seemed to be
natural move but without proper marketing research
turned out to be an incorrect decision.

15.  The task of marketing research is to assess the
information needs and provide management with
relevant , accurate , reliable , valid , current and
actionable information
 Sound decisions are not based on gut feeling,
intuition, or even pure judgment.
 Marketing managers make numerous strategies and
tactical decisions in the process of identifying and
satisfying customer needs. These decision are
complicated by interactions among the controllable
marketing variables and uncontrollable environmental
factors.
 Marketing research helps the marketing manager link
the marketing programs provide information on
controllable and uncontrollable , factors and
Role of marketing research in marketing decision-
making

16. Power decisions is a market research company focused on
marketing strategy. Using market research and decision
clarification tolls, they help clients benefit from the right
marketing research information for uncovering marketing
strategy solutions that work.

17. Power Decisions Research company
 IBM - Data Cap, Custom Research Engagement
Customer satisfaction assessment employing online
survey tools, data analysis and recommendations
 Progressive Insurance ,Naming Process & Research
Engagement
As project partner, conducted primary quantitative
research to screen top priority potential corporate &
business division naming options.
 Maverick Capital VC , Acquisition Research
Engagement
Employing primary quantitative research, we assessed
marketing dynamics of Mavericks name brand target.
Multistage survey research and advisory
recommendations made to acquisition partners.

18. Step 1: Defining the
problem
Managem
ent
Decision
problem
Marketing
research
problem
Step 2 : Developing an
approach to the
problem
Theory
Hypothesi
s
Informatio
n needed
Research
questions
Models
Step 3: Formulating a
research design
Step 4: Doing
Fieldwork/collection
Data
Step 5: Preparing and
Analyzing Data
Step 6: Preparing and
Presenting the report
Explorator
y
Descriptiv
e
Causal
Selection
Training
Evaluation
Supervisio
n
Report
Presentati
on
Assisting
client
Data
Presentaio
n
Research
Follow up
Evaluating
research project