Marketing Research Defined

1
Marketing Research Defined
Systematic design, collection, analysis, and
reporting of data and findings relevant to a
specific marketing situation facing a company.
2
Types of Marketing Research Firms
Syndicated- service
Custom
Specialty- line
3
The Marketing Research Process
Define the problem
Develop research plan
Make decision
Collect information
Analyze information
Present findings
4
Step 1

• Define the problem
• Specify decision alternatives
• State research objectives

5
Step 2
Data Sources
Research Approach
Research Instruments
Sampling Plan
Contact Methods
6
Research Approaches
Observation
Focus Group
Survey
Behavioral Data
Experimentation
7
Focus Group in Session
8
Research Instruments

• Questionnaires
• Qualitative Measures
• Mechanical Devices

9
Mechanical Devices
Galvanometers
Tachistoscope
Eye cameras
Audiometers
GPS
10
Sampling Plan

• Sampling unit Who is to be surveyed?
• Sample size How many people should be surveyed?
• Sampling procedure How should the respondents be
  chosen?

11
Types of Samples

• Probability
• Simple random
• Stratified random
• Cluster

• Nonprobability
• Convenience
• Judgment
• Quota

12
Contact Methods
Mail Questionnaire
Telephone Interview
Personal Interview
Online Interview