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4
Conducting
Marketing Research
What is 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.
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The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Make
decision
Present findings
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Step 1: Define the Problem

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
Define the problem
Specify decision alternatives
State research objectives
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Data Sources
Internal
External
Secondary Data
(Already Exists)
Primary Data
(Freshly Gathered
For A Specific Purpose)
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Types of Research
Exploratory
Descriptive
Causal
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Step 2: Develop the Research Plan
Data
Sources
Research
Approach
Research
Instruments
Sampling
Plan
Contact
Methods
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Research Approaches
Observation
Ethnographic
Focus Group
Survey
Behavioral Data
Experimentation
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Focus Groups
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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
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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?
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Contact Methods
Mail Questionnaire
Telephone
Interview
Personal
Interview
Online
Interview
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What are Marketing Metrics?
Marketing metrics are the set of measures
that helps marketers quantify, compare, and
interpret marketing performance.
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Table 4.4 Marketing Metrics
External
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

Awareness
Market share
Relative price
Number of complaints
Customer satisfaction
Distribution
Total number of
customers
Loyalty
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Figure 4.3 Example of a
Marketing Dashboard
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Chapter 4