1. Exploring Marketing Research William G. Zikmund
Chapter 3:
The Marketing Research Process

2. Information
Reduces Uncertainty
Helps focus decision making

3. Types of Research
Exploratory
Descriptive
Causal

4. Uncertainty Influences the Type of Research
CAUSAL OR
DESCRIPTIVE
COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY
EXPLORATORY

5. Degree of Problem Definition
Exploratory Research Descriptive Research Causal Research
(Unaware of Problem) (Aware of Problem) (Problem Clearly Defined)
“Our sales are declining and “What kind of people are buying “Will buyers purchase more of
we don’t know why.” our product? Who buys our our products in a new package?
competitor’s product?”
“Would people be interested “Which of two advertising
in our new product idea?” “What features do buyers prefer campaigns is more effective?”
in our product?”
possible situation

6. Exploratory Research
Secondary Data
Experience Survey
Pilot Studies

7. Exploratory Research
Initial research conducted to clarify and define the nature of a problem
Does not provide conclusive evidence
Subsequent research expected

8. Exploratory Research Secondary Pilot Experience (historical) Study
Data
Pilot
Study
Experience
Survey
Case
Study
Exploratory
Research

9. Exploratory Research Techniques - Two Examples
Secondary Data (Historical Data)
Previously Collected
Census of Population
Literature Survey
Pilot Study
A number of Diverse Techniques

10. Focus Group Interview

11. Descriptive Research
Describes characteristics of a population or phenomenon
Some understanding of the nature of the problem

12. “I keep six honest serving men, (they taught me all I knew), their names are
what,
and why,
and when,
and how,
and where
and who.”
--Rudyard Kipling

13. Descriptive Research Example
Weight Watchers average customer:
Woman about 40 years old
Household income of about $50,000
At least some college education
Trying to juggle children and a job

14. Descriptive Research Example
Men’s fragrance market:
1/3 size of women’s fragrance market
But growing at a faster pace
Women buy 80 % of men’s fragrances

15. Causal Research
Conducted to identify cause-and-effect relationships

16. IDENTIFYING CAUSALITY
A causal relationship is impossible to prove.
Evidence of causality:
1. The appropriate causal order of events
2. Concomitant variation--two phenomena vary
together
3. An absence of alternative plausible explanations

17. Stages of the Research Process
Problem Discovery
and Definition
Discovery and
Definition
and so on
Research
Design
Conclusions and
Report
Sampling
Data Processing
and Analysis
Data
Gathering

18. Research Stages Cyclical process - conclusions generate new ideas
Stages can overlap chronologically
Stages are functionally interrelated
Forward linkages
Backward linkages

19. Problem discovery Selection of exploratory research technique
and Definition
Sampling
Selection of
exploratory research
technique
Probability
Nonprobability
Secondary
(historical)
data
Experience
survey
Pilot
study
Case
study
Collection of
data
(fieldwork)
Data
Gathering
Data
Processing
and
Analysis
Editing and
coding
data
Problem definition
(statement of
research objectives)
Data
processing
Selection of
basic research
method
Research Design
Conclusions
and Report
Interpretation of
findings
Experiment
Survey
Observation
Secondary
Data Study
Report
Laboratory
Field
Interview
Questionnaire

20. The Marketing Research Process
Problem Discovery
Selection of Sample Design
Exploratory Research
Collection of the Data
Selection of the Basic Research Method

21. The Research Process (cont.)
Editing and Coding
Report
Data Processing
Interpretation of the Findings

22. Research Proposal
A written statement of the research design that includes a statement explaining the purpose of the study
Detailed outline of procedures associated with a particular methodology

23. Problem Discovery and Definition
First step
Problem, opportunity, or monitor operations
Discovery before definition
Problem means management problem

24. Defining Problem Results in Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation
Exploratory
Research
(Optional)
Problem Definition
Statement of
Research Objectives

25. “The formulation of the problem is often more essential than its solution”
Albert Einstein

26. State the research questions and research objectives

27. Hypothesis
A statement that can be refuted by empirical data

28. If you do not know where you are going, any road will take you there.

29. Research Design Master plan Framework for action
Specifies methods and procedures

30. Selecting a Sample Sample: subset SAMPLE of a larger population.

31. Sampling Who is to be sampled? How large a sample?
How will sample units be selected?

32. Data Gathering Stage

33. Data Processing and Analysis

34. Conclusions and Report Writing
Effective communication of the research findings

35. Research Program Strategy