Paññāsāstra University of Cambodia

Lecture : Eng Kimsan

Topic :Design the Marketing Research

By: Tin Kolza

Marketing Research

Content

I. Type of Design Marketing research

1. Identify Research Purpose

2. Identify What is to be Learned

3. Determined Research Design

4. Data Collection

5. Evaluate Data

6. Analyze Data

7. Communicated Results

I. Type of Design Marketing Research

Step1 : Identify Research Purpose :• marketing research serves as the foundation

of marketing since it is used to support all marketing decisions.

• The first step in conducting research is to examine the reasons why research is being undertaken.

Con’t

Marketers use research to support decisions in five important ways :

- Explanation : Possibly the most cited reason for conducting research is to use it to explain why something is occurring.

- Prediction - Research is used to help assess a situation and predict what may happen in the future.

Con’t

- Monitoring - Many decisions made by marketers must be monitored to insure that goals are being attained.

- Discovery - Most marketers are continually on the look out for ways to improve their marketing efforts.

- Hypothesis Testing - Hypothesis testing, which is at the heart of scientific research, relies on statistical analysis to help evaluate a hypothesis. It

Step2 : Identify what is to be learned

• Next job of researchers is to decide what

specific information they want to obtain .

• Researcher may spend a considerable amount

of time deciding what to study.

Con’t

• Identifying what needs to be learned is

not always easy ?• Determining what is to be learned is also

important in helping market researchers envision the scope and demands of what must be done.

• Demands of the project refer to what users of the information (e.g., marketing manager, clients) seek from the research.

Step3 : Determined Research Design

• To get answer to the issues raised in Step 2 the

researcher lays out a design for obtaining the

information .

• The first part of the research design is to decide

on the type of research that will work best for

the purpose (i.e., explain, predict, monitor,

discover, hypothesis test) .

Con’t

• Descriptive research : is to provide an accurate

description for something that is occurring.

• collecting information using methods that

describe marketing variables; e.g. who, what,

why and how questions regarding attitudes,

intentions, behaviors, etc., or competitive

products, stores, services, etc.

• Exploratory research : approach attempts to

discover general information about a topic that

is not well understood by the marketer.

Con’t

• The exploratory : approach attempts to discover general information about a topic that is not well understood by the marketer.

• Causal research : Marketing research to test hypotheses about cause-and-effect relationships.

Step 4 : Data Collection

• The data collection approach used depends on what the researcher determined in the Steps 1-3 of the research plan.

To gather research marketers have three choices:• acquire pre-existing research

• undertake new research themselves

• out-source the task of new research to a third-party, such as a market research company

Con’t

Secondary data

sources

Secondary data

sources

Primary data

sources

Primary data

sources

. . . accessing data through sources such as the Internet, library, internal data warehouses, syndicated studies, etc.

. . . accessing data through sources such as the Internet, library, internal data warehouses, syndicated studies, etc.

. . . obtaining data specifically for current research problems through methods such as the telephone, Internet, mail, face-to-face interviews, or observation.

. . . obtaining data specifically for current research problems through methods such as the telephone, Internet, mail, face-to-face interviews, or observation.

There are many reason why data many not be presented in the form needed for further analysis , some of reasons include :

• Incomplete Responses – This most likely occurs when the

method of data collection (e.g., survey) is not fully completed,

such as when the person taking part in the research fails to

provide all information (e.g., skips questions).

Step 5: Evaluate Data

Con’t

Data Entry Error – This exists when the information is not

recorded properly which can occur due to the wrong entry being

made (e.g., entry should be choice “B” but is entered as choice

“C”) or failure of data entry technology (e.g., online connection is

disrupted before full completion of survey).

Questionable Entry – This occurs when there are apparent

inconsistencies in responses such as when a respondent does not

appear to be answering honestly.

Step 6: Analyze Data

Data cleaning Data analysis

. . . data is checked to verify it has been correctly input from the collection form or computer file, and there are no problems such as missing data, suspicious response patterns, or outliers.

. . . running tabulations and various statistical tests to identify relationships and determine if they are meaningful.

Step 7 : Communication

The Final stage in the marketing research process is to report the finding.

Those conducting the research will prepare a written report outlining what was researched and offer results.

The report or its presentation communicates the results to the client.