Chapter

4
Conducting
Marketing
Research

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Learning Objectives
1. What is the scope of marketing research?
2. What steps are involved in conducting good
marketing research?
3. What are the best metrics for measuring
marketing productivity?

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 The Scope of
marketing research
American Marketing Association
Marketing research is the function that links
the consumer, customer, and public to the
marketer through informationinformation
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.

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 The Scope of
marketing research
Importance of marketing insights
Generating insights (how and why we observe
certain effects in the marketplace)

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 The Scope of
marketing research
Who Does Marketing Research?

Marketing departments in big firms

Everyone at small firms
Syndicated-service research firms
Custom marketing research firms
Specialty-line marketing research firms

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 Research conducted
at small companies
Engage
students/pro
fessors
Tap
employee Use Internet
creativity

Tap partner Check out

expertise rivals

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 The Scope of
marketing research
Overcoming
Barriers to the Use
of Marketing
Research
Many companies
still fail to use it
sufficiently or
correctly

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 Figure 4.1
The Marketing Research Process

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 Step 1
Define the problem

Define the decision alternatives

Define the research objectives

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 Step 2: Develop the Research
Plan
Data sources
Secondary data vs. primary data

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 Step 2: Develop the Research
Plan
Research approaches

Observational research
Focus group research
Survey research
Behavioral research

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 Step 2: Develop the Research
Plan
Research instruments

Questionnaires

Qualitative measures

Technological devices

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Questionnaire

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Questionnaire

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 Qualitative measures

ZMET Word
approach association

Projective
Laddering techniques

Brand
Visualization
personification

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 Step 2: Develop the Research
Plan
Technological devices
Galvanometer
Tachistoscope
Eye-tracking
Facial detection
Skin sensors
Brain wave scanners
Audiometer
GPS
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 Step 2: Develop the Research
Plan
Sampling plan
Sampling unit: Whom should we survey?

Sample size: How many people should we

survey?

Sampling procedure: How should we choose

the respondents?

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 Step 2: Develop the Research
Plan
Contact methods

Mail
Telephone
Personal
Online

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 Online Research
Advantages Disadvantages
Inexpensive Small
Expansive Skewed
Fast Excessive turnover
Honest Technological
Thoughtful problems
Versatile Technological
inconsistencies

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 Step 3 to Step 6

Step 3: Collect the Information

Step 4: Analyze the Information

Step 5: Present the Findings

Step 6: Make the Decision

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 Table 4.2
Good Marketing Research

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 Measuring Marketing
Productivity
Marketing metrics

Marketing-mix
modeling

Marketing
dashboards

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 Marketing metrics
Measures that help marketers quantify,
compare, and interpret performance

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 MARKETING-MIX MODELING
Analyzes data from a variety of sources, such as
retailer scanner data, company shipment data,
pricing, media, and promotion spending data, to
understand more precisely the effects of specific
marketing activities

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 Marketing Dashboards
A concise set of interconnected
performance drivers to be viewed in
common throughout the organization.

Customer-performance scorecard

Stakeholder-performance scorecard

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 Table 4.4

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 Figure 4.3
Example Of A Marketing Dashboard

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