4Conducting Marketing Research

1

What is Marketing Research?

Marketing research is the systematic design, collection, analysis, and reporting of data

and findings relevant to a specific marketing situation facing the company.

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The Marketing Research Process

Define the problem

Develop research plan

Collect information

Analyze information

Present findings

Makedecision

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Step 1: Define the Problem

Define the problem Specify decision alternatives State research objectives

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Data Sources

Internal External

Secondary Data

(Already Exists)

Primary Data

(Freshly Gathered

For A Specific Purpose)

Types of Research

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Exploratory

Descriptive

Causal

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Step 2: Develop the Research Plan

Data Sources

ContactMethods

ResearchInstruments

SamplingPlan

Research Approach

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Research Approaches

ObservationObservation

Focus GroupFocus Group

SurveySurvey

Behavioral DataBehavioral Data

ExperimentationExperimentation

EthnographicEthnographic

Focus Groups

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Question Types – Likert Scale

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Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones.

Strongly disagree

Disagree

Neither agree nor disagree

Agree

Strongly agree

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?

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Contact Methods

Mail Questionnaire

TelephoneInterview

PersonalInterview

OnlineInterview

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What are Marketing Metrics?

Marketing metrics are the set of measures that helps marketers quantify, compare, and

interpret marketing performance.

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Table 4.4 Marketing Metrics

External Awareness Market share Relative price Number of complaints Customer satisfaction Distribution Total number of

customers Loyalty

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Figure 4.3 Example of a Marketing Dashboard