Marketing Research
What is
Marketing Research?
Marketing Research is a systematic,objective collection and analysis of data about a
particular target market,competition,or environment.
Types of Marketing Research
By Source
- Primary - Secondary
By Objectives
- Exploratory - Descriptive - Causal
(or experimental) By Methodology
- Qualitative - Quantitative
By Source
Primary: Collection of data specifically for the problem or project in hand
Secondary: Based on data previously collected for purposes other than the research in hand (published articles,government stats,etc.)
By Methodology
Qualitative Quantitative
Type of Question Probing Simple
Sample Size Small Large
Information per respondent High Low
Questioner’s skill High Low
Analyst’s skill High High
Type of analysis Subjective Objective
Interpretative Statistical
Ability to replicate Low High
Areas probed Attitudes Choices
Feelings Frequency
Motivations Demographics
By Objective
• Exploratory: Preliminary data needed to develop an idea further.
• Descriptive: Describe an element of an ideas precisely.
• Causal: Test a cause and effect relationship.
The Market Research Process
Defining the problem and objectives
Developing the research plan
Collecting the information
Analysing the information
Presenting the findings
Defining the problem and objectives
Distinguish between the research type needed (exploratory,descriptive or causal)
Developing the research plan
Decide on;
•budget
•data sources
•research approaches
•research instruments
•sampling plan
•contact methods
Collecting the information
Information is collected according to the plan.
Analysing the information
Statistical manipulation of the data collected (regression or subjective analysis of focus groups)
Presenting the findings
Overall conclusions to be presented rather than crushing statistical methodologies
