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© Associate Professor Dr. Jamil Bojei, 2007

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1 © Associate Professor Dr. Jamil Bojei, 2007
STEPS IN MARKETING RESEARCH Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

2 STEP 1: DEFINING THE PROBLEM
Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

3 STEP 2: DEVELOPING AN APPROACH TO THE PROBLEM
Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

4 STEP 3: FORMULATING A RESEARCH DESIGN
Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

5 STEP 4: DOING FIELD WORK OR COLLECTING DATA
Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

6 STEP 5: PREPARING AND ANALYZING DATA
Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

7 STEP 6: PREPARING AND PRESENTING THE REPORT
Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

8 STEP 1: DEFINING THE PROBLEM
Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

9 © Associate Professor Dr. Jamil Bojei, 2007
STEP 1 Problem definition – a broad statement of the general problem and identification o the specific components of the marketing research problem Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

10 Figure 2.3 The Problem Definition and Approach Development Process
Tasks Involved Discussions with Decision Makers Interviews with Experts Secondary Data Analysis Qualitative Research Environmental Context of the Problem Step 1: Problem Definition Management Decision Problem Marketing Research Problem Step 2: Approach to the Problem Analytical Framework and Models Research Questions and Hypotheses Specification of Information Needed Steps in MR Step 3: Research Design © Associate Professor Dr. Jamil Bojei, 2007

11 Tasks Involved in Problem Definition
Discussions with Decision Makers Interviews with Industry Experts Secondary Data Analysis Qualitative Research Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

12 The Seven Cs of Interaction
The interaction between the DM and the researcher should be characterized by the seven Cs: Communication Cooperation Confidence Candor Closeness Continuity Creativity Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

13 Figure 2.5 Discussion Between the Researcher and the DM
Focus of the DM Focus of the Researcher Symptoms Loss of Market Share Underlying Causes Superior Promotion by Competition Inadequate Distribution of Company’s Products Lower Product Quality Price Undercutting by a Major Competitor Discussion Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

14 STEP 2: DEVELOPING AN APPROACH TO THE PROBLEM
Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

15 © Associate Professor Dr. Jamil Bojei, 2007
THE PROCESS OF STEP 1 & 2 Task Involved Discussions with decision makers The history of problem The alternative course of action available to decision maker The criteria that will be used to evaluate the alternative courses of action The nature of potential actions that are likely to be suggested based on the research findings. Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

16 © Associate Professor Dr. Jamil Bojei, 2007
THE PROCESS OF STEP 1 & 2 Task Involved Discussions with decision makers (cont.) The information that is needed to answer the decision maker’s questions The manner in which the decision maker will use each item of information in making decision. The corporate culture as it relates to decision making. Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

17 © Associate Professor Dr. Jamil Bojei, 2007
THE PROCESS OF STEP 1 & 2 Task Involved Interviews with industry experts Individuals knowledgeable about the fir and the industry—may help researcher formulate the marketing research problem. Experts may be found inside and outside the firm. A prepared list of topics to be covered during the interviews is often helpful Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

18 © Associate Professor Dr. Jamil Bojei, 2007
THE PROCESS OF STEP 1 & 2 Task Involved Secondary data analysis Secondary data is data collected for some purpose other than the problem at hand. Primary data is data originated by the researcher specifically to address the research problem. Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

19 Primary vs. Secondary Data
Primary data are originated by a researcher for the specific purpose of addressing the problem at hand. The collection of primary data involves all six steps of the marketing research process (Chapter 1). Secondary data are data which have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively. Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

20 Table 4.1 A Comparison of Primary and Secondary Data
Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

21 © Associate Professor Dr. Jamil Bojei, 2007
Uses of Secondary Data Identify the problem Better define the problem Develop an approach to the problem Formulate an appropriate research design (for example, by identifying the key variables) Answer certain research questions and test some hypotheses Interpret primary data more insightfully Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

22 Criteria for Evaluating Secondary Data
Specifications: Methodology Used to Collect the Data Error: Accuracy of the Data Currency: When the Data Were Collected Objective(s): The Purpose for Which the Data Were Collected Nature: The Content of the Data Dependability: Overall, How Dependable Are the Data Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

23 Figure 4.3 A Classification of Secondary Data
Internal External Ready to Use Syndicated Services Published Materials Requires Further Processing Computerized Databases Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

24 Figure 4.4 A Classification of Published Secondary Sources
Data Government Sources General Business Sources Statistical Data Census Data Guides Directories Other Government Publications Indices Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

25 Figure 4.5 A Classification of Computerized Databases
Online Internet Offline Special Purpose Databases Bibliographic Databases Numeric Databases Full- Text Databases Directory Databases Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

26 © Associate Professor Dr. Jamil Bojei, 2007
THE PROCESS OF STEP 1 & 2 Task Involved Qualitative research An unstructured exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting. Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

27 © Associate Professor Dr. Jamil Bojei, 2007
THE PROCESS OF STEP 1 & 2 Environmental context of the problem Past information and forecast Resources and constraints Objectives of the decision maker Buyer behavior Legal environment Economic environment Marketing and technological skills Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

28 MANAGEMENT DECISION PROBLEM
The problem confronting the decision maker. It asks what the decision maker need to do. Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

29 MARKETING RESEARCH PROBLEM
The marketing research problem asks what information is needed and how it can best be obtained. Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

30 © Associate Professor Dr. Jamil Bojei, 2007
MANAGEMENT DECISION PROBLEM AND MARKETING RESEARCH PROBLEMS Management Decision Problem Research Problem Should the price be cut in response to a price cut by a competitor? Determine the buyer behavior at various price levels. Should “Keropok Segera” be introduced in the market. Assess the probable market size and market share for “Keropok Segera” What should be done to increase the market share of “Celcom”? Determine the relative strengths and weaknesses of Celcom vis-à-vis those of the competitors. Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

31 Management Decision Problem Vs. Marketing Research Problem
Management Decision Problem Marketing Research Problem Should a new product be To determine consumer introduced? preferences and purchase intentions for the proposed new product. Should the advertising To determine the effectiveness campaign be changed? of the current advertising campaign. Should the price of the To determine the price elasticity brand be increased? of demand and the impact on sales and profits of various levels of price changes. Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

32 Figure 2.7 Errors in Defining the Market Research Problem
Common Errors Problem Definition is too Broad Does Not Provide Guidelines for Subsequent Steps e.g., Improving the Company’s Image Problem Definition is too Narrow May Miss Some Important Components of the Problem e.g. Changing Prices in Response to a Competitor’s Price Change. Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

33 Figure 2.8 Proper Definition of the Marketing Research Problem
Broad Statement SPECIFIC COMPONENTS Component 1 Component 2 Component 3 Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

34 COMPONENTS OF THE APPROACH
Analytical Framework and Models Objective evidence – unbiased evidence that is supported by empirical findings. Theory – a conceptual scheme based on foundational statements, which are assumed to be true. Analytical model – an explicit specification of a set of variables and their interrelationships designed to represent some real system or process in whole or in part Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

35 COMPONENTS OF THE APPROACH
Analytical Framework and Models (cont.) Verbal model – analytical model that provide a written representation of the relationships between variables. Graphical model – analytical model that provides a visual picture of the relationships between variables. Mathematical model – analytical model that explicitly describe the relationships between variables, usually in equation form. Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

36 COMPONENTS OF THE APPROACH
Research questions Are refined statements of the specific components if the problem. A problem components may break into several research questions. Research questions are designed to ask the specific information required to address each problem component. Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

37 COMPONENTS OF THE APPROACH
Hypothesis An unproven statements or proposition about a factor or phenomenon that is of the interest to the researcher. Steps in MR © Associate Professor Dr. Jamil Bojei, 2007

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