The document outlines the marketing research process, focusing on the importance of defining research problems and objectives, estimating the value of information, and understanding decision alternatives. It emphasizes the need for accurate problem identification and the collaboration between researchers and decision-makers to ensure research is actionable. Additionally, it covers the specific steps for conducting international marketing research and the considerations necessary for entering foreign markets.

1. 1
The Marketing
Research Process
Ch. 3
MARKETING RESEARCH
11TH EDITION
David A. Aaker – V. Kumar – Robert P. Leone – George S. Day

2. 2
INTERNATIONAL MANAGEMENT PROGRAM
FACULTY OF ECONOMICS AND BUSINESS
UNIVERSITY OF JENDERAL SOEDIRMAN
Prasasti Sekar Asrinta
Fatiha Rahmalina Fitri

3. 3
OVERVIEW
The Marketing Research Process
Why should we do research?
What research should be done?
Is it worth doing the research?
How should the research be
designed to achieve the research
objectives?
What will we do with
the research?

4. 4
“
”
THE
MARKETIN
RESEARCH
PROCESS

5. 5
RESEARCH PURPOSE
RESEARCH OBJECTIVE
ESTIMATING THE VALUE OF
INFORMATION
STEP 1
STEP 2
STEP 3
THE PRELIMINARY STAGES OF THE MARKETING RESEARCH PROCESS

6. 6
Research problems are more likely to be poorly defined, only
partially understood, and missing possible decision
alternatives that should be analyzed. Defining problems
accurately is a combination of data and judgment that
demands real thought and effort. Problems, opportunities,
and “nonproblem” situations are closely related to structure.
Together they make up a family of gaps.
The concept of analyzing the gaps as problems is
based on:
1. Recognizing/understanding a problem
2. Knowing where and when the gap or problem occurred
STEP 1 – RESEARCH PROCESS

7. 7
Problems or
opportunities to be
studied
Which problems or
opportunities are
anticipated?
What is the scope of
the problems and the
possible reasons?
Decision alternatives
to be evaluated
What are the
alternatives being
studied?
What are the
criteria for
choosing among
the alternatives?
What is the timing
or importance of
the decision?
Users of the research
results
Who are the
decision makers?
Are there any
covert purposes?
The research purpose comprises a shared understanding between the
manager and the researcher of:
STEP 1 – RESEARCH PROCESS

8. 8
Problems or opportunities
to be studied
Decision alternatives to be
evaluated
Project Name
COMPONENTS OF RESEARCH PURPOSE
Research often is
motivated by a
problem or
opportunity.
Ex. The fact that
people are consuming
fewer sweets might be
a problem or a
potential opportunity
for a candy company
If research is not
going to have an effect
on decisions, it is an
exercise in futility.

9. 9
Criteria for Choosing
Among Alternatives.
Project Name
COMPONENTS OF RESEARCH PURPOSE
The product manager could use some or all of the following
criteria to choose the best of the three alternative packages:
1. Long-run sales
2. Trial purchases by users of competing brands
3. Amount of shelf space assigned to the brand
4. Differentiation from competitive packages
5. Brand-name recognition

10. 10
Timing and Importance
Research Users—Decision
Makers
Project Name
COMPONENTS OF RESEARCH PURPOSE
How crucial is the
decision?
What is the time
pressure on the
decision?
When the research
results will be used to
guide internal
problem solving, the
researcher must know
the objectives and
expectations of the
actual decision
makers.

11. 11
Overt and Covert Purposes
Project Name
COMPONENTS OF RESEARCH PURPOSE
Research is always conducted to
facilitate rational problem-solving
activity or that the decision maker
always will be willing or able to share
reasons for initiating the research

12. 12
The research objective is a statement, in as precise
terminology as possible, of what information is needed.
The research objective should be framed so that
obtaining the information will ensure that the research
purpose is satisfied.
Research objectives have three components:
1. Research Question
2. Hypothesis Development
3. Research Boundaries
STEP 2 – RESEARCH OBJECTIVE

13. 13
Research Question
Project Name
RESEARCH OBJECTIVE
The research question asks what specific information is
required to achieve the research purpose.
If the research question is answered by the research, then the
information should aid the decision maker.
If the purpose is to determine if a specific advertisement
should be run, the following research questions could be
posed:
■ Will the advertisement be noticed?
■ Will it be interpreted accurately?
■ Will it influence attitudes?

14. 14
Hypothesis Development
Project Name
RESEARCH OBJECTIVE
A possible answer to a research question.
The researcher should always take the time and effort to
speculate as to possible research question answers that will
emerge from the research
Question : Will the advertisement attract attention?
Hypothesis : It will attract attention.

15. 15
Research Boundaries
Project Name
RESEARCH OBJECTIVE
•To indicate the scope of the research.
•Much of the dialogue between the researcher and the
decision maker will be about clarifying the boundaries of the
study

16. 16
Before a research approach can be selected, it is necessary
to have an estimate of the value of the information—that is,
the value of obtaining answers to the research questions.
Such an estimate will help determine how much, if anything,
should be spent on the research.
STEP 3 – ESTIMATING THE VALUE OF INFORMATION

17. 17
The value will depend on the importance of the decision as
noted in the research purpose, the uncertainty that
surrounds it, and the influence of the research information
on the decision.
If the decision is highly significant in terms of the
investment required or in terms of its effect on the long-run
success of the organization, then information may have a
high value.
STEP 3 – ESTIMATING THE VALUE OF INFORMATION

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“ ”
DECISION MODELS

19. 19
1. Profile your target customers and clients.
2. Interview target segments to assess how well they match
your preconceived ideas.
3. Hire local researchers who know the costs and methods
that are workable in local markets.
4. Use a variety of methods to get a well-rounded picture of
these proposed markets, the best approach being a
combination of qualitative and quantitative methods that
provides picture references, strength, beliefs, and
anecdotes.
5. Look at the findings and analyze what must be done
differently, abroad or internationally, in comparison with
current domestic marketing activities
THE INTERNATIONAL MARKETING RESEARCH PROCESS

20. 20
A. Do opportunities exist in foreign markets for the firm’s
products and services?
B. Which foreign markets warrant detailed investigation?
C. What are the major economic, political, legal, and other
environmental facts and trends in each of the potential
countries?
D. What mode of entry does the company plan to adopt to
enter the foreign market?
E. What is the market potential in these countries?
F. Who are the firm’s present and potential customers
abroad?
G. What is the nature of competition in the foreign markets?
H. What kind of marketing strategy should the firm adopt?
Framing Research Questions in an International Environment

21. 21
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