Lecture 2

Lecture - 2
MARKETING
RESEARCH
Tajamul Islam-Symbiosis Institute of Management Studies-Pune
Session Objective/s
• Describe the steps involved in the marketing research process.

• To explain the Process of Defining the Problem and Developing an
Approach
Marketing Research Process

9 Key Stages in the

Marketing Research
Process | Qualtrics

Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report
Step 1: Problem Definition

• Involves discussion with the decision-makers,
• Interviews with industry experts,
• Analysis of secondary data,
• And, perhaps, some qualitative research, such as focus groups
Step 2: Development of an Approach to

the Problem
• Formulating an objective or theoretical framework,
• analytical models,
• research questions,
• hypotheses
• identifying the information needed.
Step 3: Research Design Formulation
framework or blueprint for conducting the marketing
research project
1. Definition of the information needed
2. Secondary data analysis
3. Qualitative research
4. Methods of collecting quantitative data (survey, observation, and
experimentation) 5. Measurement and scaling procedures
6. Questionnaire design
7. Sampling process and sample size
8. Plan of data analysis
Step 4: Fieldwork or Data Collection

• Field force (personal interviewing, phone, mail, or electronic surveys) gathers
project data.
• Proper selection, training, supervision, and evaluation of the field force helps
minimize data-collection errors.
Step 5: Data Preparation and Analysis
• Includes the editing, coding, transcription, and verification of data.
• The data are analysed to derive information related to the components of the
marketing research problem and, thus, to provide input into the management
decision problem
Step 6: Report Preparation and
Presentation
• Written report that addresses the specific research questions
identified; describes the approach, the research design, data collection,
the data analysis procedures adopted, and presents the results and the
major findings.
• Oral presentation should be made to management using tables,
figures, and graphs to enhance clarity and impact.
Case study: Harley Goes Whole Hog
The Problem Definition Process
The Process of Defining the Problem
and Developing an Approach
A broad statement of the general problem and

identification of specific components of the
marketing research problem.
Tasks Involved in
Problem Definition
• Discussions with Decision Makers
• Interviews with Industry Experts
• Secondary Data Analysis
• Qualitative Research
Discussions with Decision Makers
– The Problem Audit
The problem audit is a comprehensive examination of a
marketing problem with the purpose of understanding its origin
and nature.
1. The events that led to the decision that action is needed, or the history of the problem
2. The alternative courses of action available to the DM
3. The criteria that will be used to evaluate the alternative courses of action 4. The
potential actions that are likely to be suggested based on the research findings 5. The
information that is needed to answer the DM's questions
6. The manner in which the DM will use each item of information in making the decision
7. The corporate culture as it relates to decision making
Discussions with Decision Makers

– The Seven Cs of Interaction
The interaction between the DM and the researcher should be
characterized by the seven Cs:
1. Communication
2. Cooperation
3. Confidence
4. Candor
5. Closeness
6. Continuity
7. Creativity
Tasks Involved in Problem Definition
Interviews with Industry Experts
• found both inside and outside the firm
• unstructured personal interviews
• The purpose of interviewing experts is to help define the marketing research
problem rather than to develop a conclusive solution.
Secondary Data Analysis
Qualitative Research- unstructured, exploratory in nature, based on small
samples,
• As illustrated by Harley-Davidson in the opening example. Industry experts, Secondary data and
Focus groups were useful in defining the problem as determining if customers would be loyal
buyers of Harley-Davidson in the long term.
Management Decision Problem

Vs. Marketing Research Problem
Management Decision Problem Marketing Research Problem
Asks what the decision maker needs to do Asks what information is needed and how
it should be obtained
Action oriented Information oriented

Focuses on symptoms Focuses on the underlying causes
MANAGEMENT DECISION MARKETING RESEARCH PROBLEM
PROBLEM
Should a new product be introduced? To determine the consumer preferences and

purchase intentions for the proposed new product
Should the advertising campaign be changed? To determine the effectiveness of the

current advertising campaign
Should the price of the brand be increased? To determine the price elasticity of demand and
the impact on sales and profits of various levels of
price changes.
Defining the Marketing Research
Problem
The general rule to follow in defining
the marketing research problem is that
the definition should
(1) allow the researcher to obtain all
the information needed to address
the management decision problem
and
(2) guide the researcher in proceeding
with the project.

Defining the Marketing

Research Problem
Major League Baseball wanted to
evaluate the effect of the size and
frequency of its nonprice promotions
for MLB games.

Research Problem
• The management decision problem was:
Should MLB teams continue with nonprice promotions?
• The broad marketing research problem was
defined as
determining the impact of nonprice promotions on
attendance at MLB games.

Research Problem
Specifically, this research should answer the following
questions.
1. What is the overall effect of nonprice promotions on
attendance?
2. What is the marginal impact on attendance of additional
promotional days?
3. Are nonprice promotions effective in building long-term
loyalty?
4. What are the demographic and psychographic
characteristics of people who respond to nonprice
promotions?

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Lecture - 2

• Describe the steps involved in the marketing research process.

Marketing Research Process

Tajamul Islam-Symbiosis Institute of Management Studies-Pune

9 Key Stages in the

Marketing Research Process

Step 2: Developing an Approach to the Problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report

Step 1: Problem Definition

Step 2: Development of an Approach to

Step 4: Fieldwork or Data Collection

A broad statement of the general problem and

Discussions with Decision Makers

Tajamul Islam-Symbiosis Institute of Management Studies-Pune

Management Decision Problem

Action oriented Information oriented

Should a new product be introduced? To determine the consumer preferences and

Should the advertising campaign be changed? To determine the effectiveness of the

Tajamul Islam-Symbiosis Institute of Management Studies-Pune

Defining the Marketing

Tajamul Islam-Symbiosis Institute of Management Studies-Pune

Defining the Marketing

Tajamul Islam-Symbiosis Institute of Management Studies-Pune

Defining the Marketing

Tajamul Islam-Symbiosis Institute of Management Studies-Pune

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