Marketing Research Notes

Week 1 Introduction to Marketing Research

Marketing Research
Marketing Research
Definition: Marketing research is the function that LINKS the
CONSUMER, CUSTOMER, and PUBLIC TO THE MARKET
through information-information used to IDENTIFY and
DEFINE MARKETING OPPORTUNITIES and PROBLEMS;
generate, refine, and evaluate marketing actions; monitor
marketing performance; and improve understanding of
marketing as a process. Marketing research specifies the
information required to address these issues, designs the
method for collecting information, manages and implements
the DATA COLLECTION process, ANALYZES, and
COMMUNICATES the FINDINGS and their IMPLICATIONS.

Role of Marketing Research in an

Organisation

//Types of Marketing Research

EXPLORATORY RESEARCH DESCRIPTIVE RESEARCH CAUSAL RESEARCH
(Ambiguous Problem) (Aware of Problem) (Problem Clearly Defined)

What kind of people are

If we introduce a new
Is there a market for buying our products? What
design, will sales increase
customized wine? kind of people are buying our
compared to current sales
competitors products?
volume?
The Research Process
A broad statement of the issue
Problem Definition Analysis of the problem prognosis
Outcome setting the research scope
Type of research & study setup
Hypothesizing outcomes & problem resolution
What: Information areas to be covered
Design Who: Sampling and sample size
When, Where and How: Data collection methods
(introduction)
Outcome clear understanding of next steps and how results will
address the problem.
Instrument design
Data collection method detailed review
Data Collection Data management & on-the-ground issues
Outcome Data availability awaiting analysis and interpretation
Data summarization, bivariate and multivariate
Analysis
Outcome Drawing conclusions from the data
Tables and report delivery - addressing research scope
Reporting
Outcome Drawing implications & providing recommendations

The Research Proposal

Title
Executive summary
Motivation
Research Purpose and Objective
o Problem statement
o Research questions
Research Design
Time and Cost Estimates
Deliverables
o Relevance + (possible) managerial implications