1. CHAPTER 3: The Marketing Research Process and Proposals
ESSENTIALS OF MARKETING RESEARCH
Hair/Wolfinbarger/Ortinau/Bush

2. Information Research Process
Information research process is the
systematic task steps in the gathering,
analyzing, interpreting, and transforming
of data structures and results into
decision-making information

3. Determining the Need for Research Process
“Can the decision-making problem or question be solved based on past experience and managerial judgment?”

4. Situations when research might not be needed
Information already available
Insufficient time frames
Inadequate resources
Costs outweigh value

5. Exhibit 2.2 Phases of the Information Research Process
Phase I
Determine the Research Problem
Phase II
Select Appropriate Research Design
Phase III
Execute the Research Design
Phase IV
Communicate the Research Results

6. Scientific Method
Logical
Ongoing
Objective
Valid
Systematic
Reliable

7. Phase I. Determine the Research Problem
Step 1. Identify and clarify information needs
Step 2. Define the research problem
and questions
Phase I. Determine the Research Problem
Step 3. Specify research objectives and
confirm information value

8. Step 1: Identify and clarify information needs
Purpose of the research request
Understand the complete problem situation
Identify and separate out symptoms
Determine the unit of analysis
Determine the relevant variables

9. Exhibit 2.5 The Iceberg Principle

10. Step 2: Define the Research Problem and Questions
Initial
research
question
Redefined
research
questions

11. Step 3: Specify Research Objectives and Confirm Information Value
Can the information be collected at all?
Can the information tell the decision maker something not already known?
Will the information provide significant insights?
What benefits will be delivered by this information?

12. Phase II. Select the Research Design
Step 4. Determine the research design
and data sources
Step 5. Develop the sampling design
and sample size
Phase II. Select the Research Design
Step 6. Examine measurement issues
and scales
Step 7. Design and pretest the questionnaire

13. Step 4: Determine the Research Design
Exploratory
Research
Descriptive
Research
Causal
Research

14. Step 5: Develop the Sampling Design and Sample Size
Identify the relevant defined target population by either:
conducting a census of all members, or
selecting a subgroup
Develop a probability or non-probability sampling plan
Determine how many people need to be investigated

15. Step 6. Examine Measurement Issues and Scales
Level of information needed
Reliability and validity of information
Development of reliable and valid scale measurement
Dimensions underlining critical factors
Single or multi-item measures used to collect data

16. Step 7: Design and Pretest Questionnaire
Questionnaires can be
pretested in a usability lab
like this one

17. Phase III. Execute the Research Design
Step 8. Collect and prepare data
Step 9. Analyze data
Phase III. Execute the Research Design
Step 10. Interpret data to create knowledge

18. Phase IV. Communicate the Research Results
Step 11. Prepare and present final report
Phase IV. Communicate the Research Results
Executive Summary
Introduction
Problem Definition & Objectives
Methodology
Results, Findings, Limitations of Study

19. Research proposal outline
Purpose of proposed research project
Type of study
Definition of target population and sample size
Sample design and data collection method
Specific research instruments
Potential managerial benefits
Proposed cost for total project
Profile of research company
Optional dummy tables of projected results