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The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Page 1: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

The Marketing Research

Process and Proposals

Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Page 2: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Learning Objectives

Describe the major environmental factors influencing marketing research

Discuss the research process and explain the various steps

Distinguish between exploratory, descriptive, and causal research designs

Identify and explain the major components of a research proposal

Page 3: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Carolina Consulting Company

Page 4: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Information Research Process

Information research process is the systematic task steps in the gathering, analyzing, interpreting, and transforming of data structures and results into decision-making information

Page 5: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Research Is Not Always Necessary

Information already available Insufficient time frames Inadequate resources Costs outweigh value

Page 6: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Exhibit 2.2 Phases of the Information Research Process

Phase IDetermine the Research Problem

Phase IDetermine the Research Problem

Phase IISelect Appropriate Research Design

Phase IISelect Appropriate Research Design

Phase IIIExecute the Research Design

Phase IIIExecute the Research Design

Phase IVCommunicate the Research Results

Phase IVCommunicate the Research Results

Page 7: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Scientific Method

Logical

Objective

Systematic

Reliable

Valid

Page 8: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Step 1. Identify and clarify information needs Step 1. Identify and clarify information needs

Step 2. Define the research problem and questions

Step 2. Define the research problem and questions

Step 3. Specify research objectives and confirm information value

Step 3. Specify research objectives and confirm information value

Phase I. Determine the Research Problem

Page 9: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Step 1: Identify and Clarify Information Needs

Purpose of the research request Understand the complete problem situation Identify and separate out symptoms Determine the unit of analysis Determine the relevant variables

Page 10: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Exhibit 2.5 The Iceberg Principle

Page 11: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Step 2: Define the Research Problem and Questions

Initial research question

Redefined research questions

Page 12: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Step 3: Specify Research Objectives and Confirm Information Value

Can the information be collected at all? Can the information tell the decision maker

something not already known? Will the information provide significant

insights? What benefits will be delivered by this

information?

Page 13: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Step 4. Determine the research design and data sources

Step 4. Determine the research design and data sources

Step 5. Develop the sampling design and sample size

Step 5. Develop the sampling design and sample size

Step 6. Examine measurement issues and scales

Step 6. Examine measurement issues and scales

Phase II. Select the Research Design

Step 7. Design and pretest the questionnaire Step 7. Design and pretest the questionnaire

Page 14: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Causal Causal ResearchResearchCausal Causal

ResearchResearch

Step 4: Determine the Research Design

Descriptive Descriptive ResearchResearch

Exploratory Exploratory Research Research

Page 15: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Step 5: Develop the Sampling Design and Sample Size

Identify the relevant defined target population by either: conducting a census of all members, or selecting a subgroup

Develop a probability or non-probability sampling plan

Determine how many people need to be investigated

Page 16: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Step 6. Examine Measurement Issues and Scales

Level of information needed Reliability and validity of information Development of reliable and valid scale

measurement Dimensions underlining critical factors Single or multi-item measures used to collect

data

Page 17: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Step 7: Design and Pretest Questionnaire

Questionnaires can be pretested in a usability lablike this one

Page 18: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Step 8. Collect and prepare data Step 8. Collect and prepare data

Step 9. Analyze data Step 9. Analyze data

Step 10. Interpret data to create knowledge Step 10. Interpret data to create knowledge

Phase III. Execute the Research Design

Page 19: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Phase IV. Communicate the Research Results

Step 11. Prepare and present final report Step 11. Prepare and present final report

Executive SummaryExecutive Summary

IntroductionIntroduction

Problem Definition & ObjectivesProblem Definition & Objectives

MethodologyMethodology

Results, Findings, Limitations of StudyResults, Findings, Limitations of Study

Page 20: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Research Proposal Outline

Purpose of proposed research project Type of study Definition of target population and sample size Sample design and data collection method Specific research instruments Potential managerial benefits Proposed cost for total project Profile of research company Optional dummy tables of projected results

Page 21: The Marketing Research Process and Proposals Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Marketing Research in Action: Magnum Hotel

Can this proposal achieve management’s objectives?

Is the target population the appropriate one? Are there other questions that should be

asked?


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