MARKETING RESEARCH

Marketing research

Is the systematic design, collection, analysis, and

reporting of data and findings relevant to a

specific marketing situation facing the company

Market Research Firms

Syndicated Service Research Firms

Custom Marketing Research Firms

Specialty Line Marketing Research Firms

Market Research Process

Define the problem

Develop research plan

Collect information

Analyze information

Present findings

Make The decision

Step 1: Define the Problem

Define the problem

Specify decision alternatives

State research objectives

Step 2: Develop the Research Plan

Research Approaches

Research Instruments

Contact Methods

Sampling Plans

Data Sources

Research Approaches

Observational Research

Ethnographic Research

Focus Group Research

Behavioral Research

Survey Research

Experimental Research

Research Approaches

Research Instruments

Questionnaires

Qualitative Measures

Technological Devices

Research Instruments

Questionnaire Do’s & Don’ts

Ensure questions are free of bias

Make questions simple

Make questions specific

Avoid jargon

Avoid sophisticated words

Avoid ambiguous words

Avoid negatives

Avoid hypothetical

Avoid words that could be misheard

Use response bands

Use mutually exclusive categories

Allow for “other” in fixed response

questions

A “Questionable Questionnaire”

What is your income to the nearest hundred dollars?

Are you strong or weak supporter of overnight

summer camping for your children?

How many camps mailed or emailed information to

you last year? This year?

What are the salient and determinant attributes in

your evaluation of a summer cams?

Question Types- Dichotomous

In arranging this trip, did you

personally phone Air India?

Yes No

Question Types- Multiple Choice

With whom are you traveling on this trip?

No one

Spouse

Spouse and children

Children only

Business associates/friends/relatives

An organized tour group

Question Types- Likert Scale

Indicate your level of agreement with the following

statement: Small airlines generally give better service

than large ones.

Strongly disagree

Disagree

Neither agree nor disagree

Agree

Strongly agree

Question Types—Semantic Differential

Air India

Large ………………………...…….Small

Experienced………………Inexperienced

Modern…………………Old-fashioned

Question Types—Importance Scale

Airline food service is _____ to me.

Extremely important

Very important

Somewhat important

Not very important

Not at all important

Question Types—Rating Scale

American Airlines’ food service is _____.

Excellent

Very good

Good

Fair

Poor

Question Types-

Intention to Buy Scale

How likely are you to purchase tickets on American

Airlines if in-flight Internet access were available?

Definitely buy

Probably buy

Not sure

Probably not buy

Definitely not buy

Question Types—Completely

Unstructured

What is your opinion of Air India?

Question Types—Word Association

What is the first word that comes to your mind

when you hear the following?

Airline ________________________

American _____________________

Travel ________________________

Question Types—

Sentence Completion

When I choose an airline, the most

important consideration in my

decision is:

____________________________

____________________________

____________________________

____________________________

____________________________

Question Types—Story Completion

“I flew American a few days ago. I noticed that the exterior

and interior of the plane had very bright colors. This aroused

in me the following thoughts and feelings.” Now complete the

story.

________________________________________________

________________________________________________

________________________________________________

________________________________________________

__________________________________________.

Question Types—Picture

(Empty Balloons)

Question Types—Thematic

Apperception Test (TAT)

Sampling Plan

A segment of the population selected for marketing research to represent population as a whole. Sampling Unit

Sampling Size

Sampling Procedures Probability Sample

Simple Random Sample

Stratified Random Sample

Cluster Sample

Non Probability Convenience Sampling

Judgment Sampling

Quota Sampling

Sampling Plans

Contact Methods

Mail Questionnaire

Telephone Interview

Personal Interview

Online Interview

Contact Methods

Step 3 : Gathering Data

Secondary Data:

Information already exists somewhere, having been

collected for another purpose.

Primary Data:

Information collected for the specific purpose at hand.

Marketing Research

Step 4 : Analyze the Information

Step 5 : Present the Findings

Step 6 : Make the Decision