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MKT 201/MKT 3

Maria Cristina G. Morfi, MBA
Colegio ng Lungsod ng Batangas
Introduction to Marketing Research

 Marketing Research is a search for information that will

help you succeed in capturing market share.
 Marketing research focuses on understanding the
customers, the company and the competition
 Fundamental research – extend the boundaries of knowledge in a
given area and doesn’t necessarily solve your immediate problems.
 Applied research – gathers information to solve a specific problem
or sets of problem.
Focusing Your Research

 There are several important factors you must

consider before you begin, including
 Your customers and competition
 Awareness and image of your product
 Product usage
 Undiagnosed problems with your product
 Customerdesires and needs for new product
Twenty Different Types of Marketing
 Market Description
 Market Profiling – Segmentation Survey
 Stage in the Purchase Process/Tracking Surveys
 Customer Intention – Purchase Analysis Surveys
 Customer Attitudes and Expectation Survey
 Customer Trust – Loyalty – Retention Analysis Survey
 New Product Concept Analysis Survey
 New Product Acceptance and Demand Surveys
 Habits and Uses Survey
 Product Fulfillment Surveys
Twenty Different Types of Marketing
 Competitive Product and Market Positioning
 Brand Equity Surveys
 Advertising Value Identification and Analysis Survey
 Advertising Media and Message Effectiveness Surveys
 Salesforce Effectiveness Surveys
 Sales Lead Generation Surveys
 Customer Service Surveys
 Customer Service Representative Surveys
 Sales Forecasting and Market Tracking Surveys
 Price Setting Survey and Elasticity of Demand Analysis
Stage 1: Formulating the Problem

 How to Formulate the Research Problem

 Specify the Research Objectives
 Review the Environment of Context of the Problem
 Explore the Nature of the Problem
 Define the Variable Relationship
 Determining which variables affect the solution to the problem
 Determining the degree to which each variable can be controlled
 Determining the functional relationship between the variables and which variables are
critical to the solution of the problem

 The Consequences of Alternative Courses of Action

Stage 2: Method of Inquiry

 Formulate a problem
 Develop a hypothesis
 Make predictions based on the hypothesis
 Device a test of the hypothesis
 Conduct the test
 Analyze the result
Stage 3: Research Method

 Experimental Research
 Non-experimental Research
Stage 4: Research Design

 The research design is a plan or framework for conducting the study and
collecting data
Stage 5: Data Collection Techniques

 Interview
 Observation
Stage 6: Sample Design

 From which base population is the sample to be selected?

 What are the methods (processes) for sample selection
 What is the size of the sample
Stage 7: Data Collection

 Personal (face-to-face)
 Telephone Interviews
 Questionnaires
 Internet survey
Stage 8: Analysis and Interpretation

 Analysis techniques vary and their effectiveness depends on the type of

information you are collecting and the type of measurements you are using
Stage 9: The Research Report

 The research process culminates with the research report

 POWERPOINT Presentation
 Graphs
 Face-to-face Report
Thank You!