Marketing Research

Research
Research can be defined as the search for knowledge,
or as any systematic investigation, to establish facts,
solve new or existing problems, prove new ideas, or
develop new theories. The primary purpose for basic
research (as opposed to applied research) is
discovering, interpreting, and the development of
methods and systems for the advancement of human
knowledge on a wide variety of scientific matters of
our world and the universe.
 What is Marketing Research (identification)

“The means used by those who provide goods

and services to keep themselves in touch with
the needs and wants of those who buy and use
these goods and services”
MARKET RESEARCH SOCIETY
Good Research:
• Is scientific
• Is creative
• Uses multiple methods to achieve triangulation
• Acknowledges the cost & value of information
• Is ethical
Marketing research is the project-specific, systematic
gathering of data. Keegan and Green
Marketing research is the function/activity that links the
consumer, customer and public to the marketer through
information –information used to identify and define
marketing opportunities and problems; to generate,
refine and evaluate marketing actions; to monitor
marketing performance; and to improve the
understanding of the marketing process. McDaniels and Gates, 1996
In global marketing, this activity is carried out on a global
scale. The challenge of global marketing research is to
recognize and respond to the important national
differences that influence the way information can be
obtained. These include cultural, economic, political,
religious, historical and market differences. Keegan and Green
(2000)
 Why Use Marketing Research ?
• You never have complete information
• Decision making is risky
• Your environment is never static
• competitors
• customer wants/needs
• your own resources
==> more information to aid better
decision making
 Roles of Market Research:
Aid in Decision Making
• Identify and define marketing opportunities and
problems or threads
• Generate, refine, and evaluate marketing
actions
• Monitor marketing performance
• Improve understanding of customers
 The Marketing Research Process

Defining
Defining the
the Developing
problem and
problem and Developing Collect
Collect the
the
research the
the research
research information
research plan
plan information
objectives
objectives

Present
Present the
the Analyze
Analyze the
the
findings
findings information
information
 Defining the Problem &
Research Objectives

Gathers
Gatherspreliminary
preliminaryinformation
information
Exploratory
Exploratory that
Research thatwill
willhelp
helpdefine
definethe
theproblem
problem
Research and suggest hypotheses.
and suggest hypotheses.

Describes
Describessuch
suchthings
thingsas
asmarket
market
Descriptive
Descriptive potential
potential for a product orattitudes
for a product or attitudes
Research
Research and
anddemographics
demographicsofofconsumers
consumers
who
whobuy
buythetheproduct.
product.

Causal
Causal Test
Testhypotheses
hypothesesabout
aboutcause-
cause-
Research
Research and-effect relationships.
and-effect relationships.
Ways of Collecting Data

Primary sources

Secondary sources

Tertiary sources
 Primary vrs Secondary Data
• Primary sources are original materials or data, created
by an individual or a group for the specific purpose of
addressing the problem at hand. Such data collected for
the specific research is called primary research. Primary
research or field research is undertaken or
commissioned by an organisation for a specific purpose.
It involves information that does not already exist in any
available form. Obtaining primary data can be expensive
and time consuming.
• Secondary research or desk research consists of data
and information that already exists and can be accessed
by an organisation. It includes both raw data and
published summaries, readily available from other
sources. Locating this kind of data can be done quickly
and inexpensively.
 Comparing
Primary and Secondary Data
Collection Primary data Secondary data

Purpose For the problem at hand For other problems

Process Individually tailored Rapid and relatively simple

Cost Relatively High Relatively Low

Time Long Short

Figure: A Comparison of Primary and Secondary Data

Source: Adapted from Malhotra and Birks
 Tertiary data

• Tertiary sources are also available and

are designed either to help locate
primary and secondary source literature
or to provide an introduction to a topic.
 Literature Sources Available
Primary Secondary Tertiary

Business Reports Indexes

Theses Books
Journals Abstracts
Conference reports Catalogues
Company reports Newspapers
Magazines Dictionaries
Market research Bibliographies
Unpublished Government
publications Citation indexes
manuscript sources

Figure: Literature Sources Available

Sources: Adapted from Saunders et al
Secondary Data Considerations
 Secondary Data Considerations

• How old is the data - out of date ?

• How quickly will data change ?
• How was data collected - known ?
• Why was data collected - bias/political ?
• Two sources give conflicting information ?
• Consistency of measurement ?
 SECONDARY DATA

• Data that exists already

• Not tailored to your project
• Helps define problem, find the theoretical
gap and develop your framework and
hypotheses
• Costs less and quick - no primary collection
• Vast amounts exist
• Gives background information
Secondary Data Considerations

• How old is the data - out of date ?

• How quickly will data change ?
• How was data collected - known ?
• Why was data collected - bias/political ?
• Two sources give conflicting information ?
What is a literature review?

An idealized perspective:

A literature review is an explicit and reproducible

method for identifying, evaluating and interpreting
the existing body of recorded work produced by
researchers, scholars and practitioners.
Source: Fink

19
What is a literature review?
Two main types of review articles are commonly found in the scientific
literature: Systematic and narrative review of the literature.

Narrative literature review articles are publications that describe and discuss
the state of the science of a specific topic or theme from a theoretical and
contextual point of view. These types of review articles do not list the types of
databases and methodological approaches used to conduct the review nor the
evaluation criteria for inclusion of retrieved articles during databases search.
Narrative review consists of critical analysis of the literature published in
books and electronic or paper-based journal articles.

On the other hand, systemic literature review is a well-planned review to

answer specific research questions using a systematic and explicit
methodology to identify, select, and critically evaluate results of the studies
included in the literature review. Systematic literature review articles are
considered original work because they are conducted using rigorous
methodological approaches.

20
Purposes of literature reviews

• to identify, analyse and synthesise work already done, that is

relevant to your research
• to view/sample current opinions
• to help avoid repetition/duplication (this relates to how this is
synthesised)
• to further refine research aim & objectives
• to highlight research possibilities (gaps) that have been
overlooked
• to discover explicit recommendations for further research
• to develop your conceptual framework

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Examination of existing LR and models
Conceptual framework - Quantitative Research
Preliminary Conceptual Framework –
Qualitative Research
Correlation between Research Objectives, Research
Questions (qualitative) and Interview Questions
Research Objectives vrs Research Questions
Research Questions vrs Interview Questions
Primary Data Considerations
PRIMARY RESEARCH

Answers questions left by secondary research

Is tailored to your specific objectives

It is relatively costly and time consuming

Can be quantitative or qualitative

 Types of Primary Research
Quantitative Qualitative

• Measuring • Understanding
motivations and drivers
• Segmenting and
• Who, what, why, where,
comparing when, how
• Based on large numbers • Based on small numbers
• Structured and depth
Methods Available
QUANTITATIVE QUALITATIVE

• Questionnaire survey • In-depth interviews

(closed ended questions) • Focus groups
• Observations • Questionnaire (open
ended questions)
• Observations
Methods Available
QUANTITATIVE QUALITATIVE

• Questionnaire survey • In-depth interviews

• Observations • Focus groups
• Questionnaire (open
ended questions)
• Observations
 Focus Group
• A focus group is a group interview conducted by a
moderator/facilitator in a non-structured, informal and natural
manner. The moderator involved leads and develops the discussion.
At the same time the facilitator observe group interaction when
members are exposed to an idea or concept. Through this a
researcher can identify and explore attitudes, behaviours, lifestyles,
needs and desires. Questions are open ended.

• Focus groups are made up from a number of selected participants

(normally between 6 to 10) based together in the same room.
Discussion, opinion, and beliefs are encouraged, and the research
probes into specific areas that are of interest to the company
commissioning the research. The aim is to gather in depth qualitative
feedback to be used by the organisation to develop a product or to
reposition a brand.
 Focus groups - issues

• size ?
• sample ?
• how to recruit and select ?
• where does it take place ?
• moderator roles and skills?
• how to analyse?
 Survey method

• Begin with your theoretical assumptions and your aim:

– could be to test theory;
– could be to construct theory
– could be to examine the business environment and reality.
Types of Surveys

Mail (postal) Internet /

E-mail

Self-administered

TYPES OF SURVEYS

Interviewer-
administered

Telephone Personal interview

surveys (face to face)
 Advantages Disadvantages

Telephone Good for collecting data from a geographically Interviews tend to be a lot shorter
dispersed sample Lack of using visual aids
Cost less to set up and conduct Difficulties associated to the lack of using body language
Random samples can be selected Interviewees might find it annoying
Cheaper than face-to-face interviews

Face-to-face They allow a more depth discussion Interviews can be expensive

Physical prompts such as products and pictures can be Take longer to arrange and conduct
used Direct interaction may lead to biased responses
The use of body language
Respondents can also be observed
Clarifications can be given or asked
Research can be re-directed accordingly if necessary to
probe and develop points of interest

Internet/E-Mail Ideal for collecting data from a geographically Mainly surveys current, not potential customers
dispersed sample Needs knowledge of software to set up, proceed and
Relatively inexpensive analyse questionnaires
Uses graphics and visual aids May deter visitors from your website.
Random samples can be selected Only applicable for people that can use the internet.
Visitors tend to be loyal to particular sites and may be Associated difficulties in when researching internationally
willing to give up time to complete the forms in less developed countries.
May increase response rate if combined with a Respondents might be reluctant to get involved, as the use
promotion of this form may spread viruses
Data can be collected quicker For some markets it looks more professional
Very easy to complete and return

Mail (postal) Respondents can answer at their own time, when they It can be expensive
are not busy May generate a low response rate
Respondents are given more time to think Takes more time to collect the data
Eliminate any problems associated with spreading a The lack of personal interaction means that no further
virus clarifications can be given to respondents
For some markets it looks more formal
 Questionnaire design
• The questionnaire is a commonly used research instrument for gathering
and recording information from interviews, whether face-to-face, mail or
telephone surveys.

 Closed ended questions include all the possible answers, and people
are asked to make choice/s among them.
 Open ended questions such as “What do you think about…” do not
give a range of potential answers for the respondent to choose from.
They allow them to answer in their own words. They are widely
used in unstructured and semi-structured interviews and are useful
when you are unsure of the response of the interviewee.
 Questionnaire Design

• Must match objectives with research questions

• Must consider what analysis is required (quantitative or
qualitative)
• Must be unbiased and not leading questions should be given
• Needs a logical sequence and clear layout
• Avoid implicit alternatives or assumptions
• Easy to read and respond
• Give confidentiality
• Must be pre-tested (pilot)
Types of question
Types of question (continued)
Types of question (continued)
Sampling

• A sample is a segment of the population selected to

represent the population as a whole. The sample should
be representative so the researcher can make accurate
estimates of the thoughts and behaviors of the larger
population.
• Designing the sample calls for three questions.
– First, who is to be surveyed (sampling unit)?
– Second, how may people are to be surveyed (sample size)?
– Third, how are the people in the sample to be chosen
(sampling procedure)?
Your turn…
• We would like you to design a short questionnaire to
assess which are the most important aspects that
people consider/evaluate when they want to spend a
night / day out at a restaurant.....
 Interviews
• Structured interviews use questionnaires based on a
predetermined and standardised set of questions. You read out
each question and then record the response on a schedule, usually
with pre-coded answers.
• Semi-structured interviews are non standardised. The researcher
will have a list of themes and questions to be covered, although
these may vary from interview to interview depending on the
interviewee and the discussion flow. Therefore, some questions
may be omitted and others added. Note taking and tape-recoding
is used.
• Unstructured interviews or in-depth interviews are informal and
non standardised. You would use these to explore in depth a
general area in which you are interested. There are no
predetermined list of questions to work, however, you need to have
a clear idea about the aspect or aspects that you want to explore.
 Issues in interviewing
• Selecting participants
– Should be firmly related to your topic under
investigation
– Ability to provide answers
– Willingness to respond
– Accessibility

• Consider interviewer and interviewee characteristics

• Preparing yourself
– Opening and closing
– Multitasking, active listening, responding
– Structuring, organizing and recording
– Reaching appropriate levels of understanding
During and after the interview…

– Taking Notes?
– Recording?
– Thoughts?
– Analysis software?
Stages of Interview Investigation
• Thematizing - the why and what of the investigation.
• Designing - plan the design of the study.
• Interviewing - conduct the interview based on a guide.
• Transcribing - prepare the interview material for analysis.
• Analyzing - decide on the purpose, the topic, the nature and
methods of analysis that are appropriate.
• Verifying - ascertain the validity of the interview findings.
• Reporting - communicate findings of the study based on
scientific criteria.

(Valenzuela & Shrivastava)

 OBSERVATION
• This method involves the observation of particular
individuals or groups, whether they are staff,
consumers, potential consumers etc. The
intention is to understand some aspect of their
behaviour that will provide an insight into the
problem that has been identified by the research
plan.
Thank you