The Marketing Research Process

Define the problem

Develop research plan

Collect information Make

decision
Analyze information

Present findings
Step 2: Develop the Research Plan

Data Research
Sources Approach

Research Sampling
Instruments Plan

Contact
Methods
Research Approaches
Observation
Observation

Ethnographic
Ethnographic

Focus
Focus Group
Group

Survey
Survey

Behavioral
Behavioral Data
Data

Experimentation
Experimentation
Questionnaire Do’s and
Don’ts

Ensure questions are 
Avoid negatives
free of bias 
Avoid hypotheticals

Make questions simple 
Avoid words that could

Make questions be misheard
specific 
Use response bands

Avoid jargon 
Use mutually exclusive

Avoid sophisticated categories
words 
Allow for “other” in

Avoid ambiguous fixed response
words questions
Qualitative Measures

Word
Word Association
Association

Projective
Projective Techniques
Techniques

Visualization
Visualization

Brand
Brand Personification
Personification

Laddering
Laddering
 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?
Table 4.2 Types of Samples
Probability Samples Nonprobability

Simple random Samples

Stratified random 
Convenience

Cluster 
Judgment

Quota
Contact Methods
Mail Questionnaire

Telephone
Interview

Personal
Interview

Online
Interview
Table 4.3 Characteristics of
Good Marketing Research

 Scientific method
 Research creativity
 Multiple methods
 Interdependence
 Value and cost of information
 Healthy skepticism
 Ethical marketing
Table 4.4 Marketing Metrics
External Internal

Awareness 
Awareness of goals

Market share 
Commitment to goals

Relative price 
Active support

Number of complaints 
Resource adequacy

Customer satisfaction 
Staffing levels

Distribution 
Desire to learn

Total number of 
Willingness to change
customers 
Freedom to fail

Loyalty 
Autonomy
Common Measurement
Paths
Customer Metrics Pathway

Unit Metrics Pathway

Cash-flow Metrics Pathway

Brand Metrics Pathway

Figure 4.2 Marketing Measurement
Pathways
Figure 4.3 Example of a
Marketing Dashboard
The Measures of Market Demand

Potential Available
Market Market

Target Penetrated
Market Market
Figure 4.4 Ninety Types of
Demand Measurement
Figure 4.5
Market Demand Functions
Figure 4.5
Market Demand Functions
Table 4.6 Calculating
Brand Development Index