The Marketing

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The Marketing Research Process Mark
Rosenbaum,Ph.D. University of Hawaii
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The Marketing Research Process 11 Steps

• Step One Establishing the Need for Marketing
  Research
• Step Two Defining the Problem
• Step Three Establishing Research Objectives
• Step Four Determining Research Design
• Step Five Identifying Information Types and
  Sources
• Step Six Determining Methods of Accessing
  Data

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The Marketing Research Process 11 Steps cont

• Step Seven Designing Data Collection Forms
• Step Eight Determining Sample Plan and Size
• Step Nine Collecting Data
• Step Ten Analyzing Data
• Step Eleven Preparing and Presenting the Final
  Research Report

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The Marketing Research Process Step One
Establish the Need for Marketing Research

• When Marketing Research is not needed
• The information is already available
• Decisions need to be made now
• You cant afford research
• Costs outweigh the value of the research

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The Marketing Research Process Step Two Define
the Problem

• The most important step in the marketing research
  process is defining the problem.
• What is your teams problem?

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The Marketing Research Process Step Three
Establish Research Objectives

• What information is needed in order to solve the
  problem?
• Primary
• Secondary
• Both

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The Marketing Research Process Step Four
Determine Research Design

• Exploratory Research collecting information in
  an unstructured and informal manner
• Descriptive Research refers to a set of methods
  and procedures describing marketing variables
• Causal Research (experiments and other
  approaches) allows isolation of causes and
  effects via use of experiment or surveys.

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The Marketing Research Process Step Five
Identify Information Types and Sources

• Secondary Data information that has been
  collected for some other purpose other than the
  research at hand
• Primary Data information that has been gathered
  specifically for the research objectives at hand

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Sites that you should use

• School or University of Hawaii Library
• http//www.hawaii.edu/emailref/business/mktg.htmj
  ournals
• Lexis-Nexis Must show industry data
• Demographic Info
• http//www.census.gov/
• More specific http//factfinder.census.gov/servle
  t/SAFFFacts?_sseon
• http//www.census.gov/census2000/states/hi.html

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Other sites

• Claritas
• http//www.clusterbigip1.claritas.com/claritas/Def
  ault.jsp
• You are your zip code
• Reference USA
• Only available at University of Hawaii at Manoa
• The goal
• Present facts and figures in your marketing plans.

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The Marketing Research Process Step Six
Determine Methods of Accessing Data

• Secondary Data accessing data through sources
  such as the Internet and library
• Primary Data collecting data through methods
  such as telephone, mail, online, and face-to-face
  (quantitative) and observation studies and focus
  groups (qualitative)
• Both are excellent! Use both in your projects!

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The Marketing Research Process Step Seven Design
Data Collection Forms

• The design of the data collection form that is
  used to ask or observe and record information in
  marketing research projects is critical to the
  success of the project. It is easy to write a
  set of questions but very difficult to construct
  a questionnaire.
• Questionnaires
• Observation Studies

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The Marketing Research Process Step Eight
Determine Sample Plan and Size

• Sample plan refers to the process used to select
  units from the population to be included in the
  sample
• Sample size refers to determining how many
  elements of the population should be included in
  the sample

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The Marketing Research Process Step Nine Collect
Data

• Data collection is very important because,
  regardless of the data analysis methods used,
  data analysis cannot fix bad data. 12
• Nonsampling errors may occur during data
  collection. These are related to poor design
  and/or execution of the data gathering.
• Sampling errors may occur based purely on chance
• Trying to make a decision on a population from a
  sample

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The Marketing Research Process Step Ten Analyze
Data

• Data analysis involves entering data into
  computer files, inspecting data for errors, and
  running tabulations and various statistical tests
  
• Data cleaning process by which raw data are
  checked to verify that the data have been
  correctly input from the data collection form to
  the computer software program

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The Marketing Research Process Step Eleven
Prepare and Present the Final Research Report

• The last step is one of the most important phases
  of marketing research.
• Its importance cannot be overstated because it is
  the report, or its presentation, that properly
  communicates the results to the client.

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Interpreting the Data

• Provide Frequencies and Descriptives for each
  variable.
• Provide Frequencies for all
• Provide mean standard deviation for interval
  and ratio variables

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Crosstabulation

• Is there a significant difference between an
  independent variable (nominal/ordinal) and the
  response to a dependent variable (nom/ord)?
• What were asking is are the proportions the
  same?
• The dependent variable is your variable of
  interest.

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It looks like this.
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Dependent Variable
Independent Variable
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The results
Chi-Square Tests

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For additional statistics

• If you have a dependent variable that is interval
  or ratio, you must perform an analysis of
  variance.
• Dependent variable is nominal or ordinal.