the marketing research process copyright © texas education agency, 2011. all rights reserved

The Marketing Research Process

Copyright © Texas Education Agency, 2011. All rights reserved.

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2 Copyright © Texas Education Agency, 2011. All rights reserved.

Market ResearchWhen information is gathered that is very

specifically focused on a single target marketSteps in Marketing Research

Discover and define the problem.Analyze current conditions.Develop the process for data collection.Collect the data.Analyze and report the data.Determine a solution to the problem.Implement and evaluate the results.


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Step 1: Discover and Define the ProblemExploratory Research-conducted when a

business is unaware of the exact problem (television network conducts research to determine why fewer people are watching a particular show)

Desk Research-where reports of other completed research are used to help define the problem


Step 1: Discover and Define the ProblemDescriptive Research-is used when the business is

aware of the problem that needs to be solved (if a group wants to start a new professional soccer team, it needs to know if there will be a sufficient fan base to support the team)

Causal Research-used to determine cause-and-effect relationships when the problem is already clearly defined (when the sports team’s marketing department does not know which of two team logos and colors will motivate fans to buy more team merchandise, research can help determine the effect of each alternative)


Step 2: Analyze Current ConditionsLook at sales volume.Analyze customer data to understand current

conditions.


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Step 3: Develop the Process for Data Collection

ObservationConducting a SurveyPersonal Interviews with Customers


Step 4: Collect the DataUse e-mail to contact season ticket holdersSurvey a sample-a small number

representative of the large group


Step 5: Analyze and Report the DataElectronically compile responses.Look for patterns in the data.Draw conclusions based on the patterns.Track sales.Determine price points-the range of prices

charged for a category of merchandiseSpreadsheets and database software help

sort thousand of bits of data and make sense of the data

Charts and graphs-visual representation of results 9


Step 6: Determine a Solution to the Problem

Based on Conclusions from the DataMake Recommendations


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Step 7: Implement and Evaluate the Results

Concerns might be uncovered.Companies implement the changes to

determine whether they actually result in an effective solution to the problem.


Human Factor of Marketing ResearchResearch Sophistication

Gut feeling and intuitionResearch is valued and actively used to make

decisionsDecisions based on sound information

Reducing ConflictResearch results may indicate the need for

changeManagers should not “shoot the messenger.”Research that indicates unhappy customers-

presents opportunities for departments to work together for the best solution 12


Human Factor of Marketing ResearchEthical Research

Report information accurately and objectivelyBiased research is inaccurate researchObligation to protect the privacy of those who

provide information for researchConfidentiality-the researcher has an

obligation to not reveal the specific identities of the respondents

FTC makes it illegal for researchers to pretend they are conducting research when they are actually disguising a sales tactic


What’s in it for Me?Coupons-discount on a meal for answering a

surveyFree Movie Ticket-for responding to the

movie survey


Worldwide DataGlobal market-growing for sports,

entertainment, and recreationBillions of People-in more than 200 countries

watched or listened to the2006 FIFA World Cup matches

Export sports and entertainment programming

Must be sensitive to different cultures


the marketing research process copyright © texas education agency, 2011. all rights reserved

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