Transcript Marketing Research Process

Chapter # 01
Naresh K. Malhotra
3rd Edition
Lecture No.
02
Topics:
 Marketing Research Suppliers & Services
 Careers in Marketing Research
 Marketing Research Process
Marketing research suppliers and services provides most of the information
needed for making marketing decision.
Research Suppliers
Internal
External
Full Service
Limited Service
Syndicated Services
Field Services
Standardized Services
Coding & Data Entry
Customized Services
Analytical Services
Internet Services
Data Analysis Services
Branded Product & Services
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Internal Suppliers is a marketing research department within the firm like P &
G, Ford, General Motors, Coca Cola, Colgate etc.

Its structure may be vary considerably:
› One extreme this function may be centralized and located in head office,
and
› 2nd is a decentralized structure in which the marketing research function is
organized along divisional scale.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
External Suppliers are outside firms hired to supply marketing research
services.

These suppliers collectively comprise the marketing research industry range
from small, one or a few persons, to operations to very large global
competitors.

External suppliers can be classified into two aspects as:
 Full – Service &
 Limited – Service Suppliers.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)








Full – Service Suppliers offer the entire range of marketing research services
Problem Definition
Developing an Approach
Questionnaire Design
Sampling
Data Collection
Data Analysis
Interpretations
Report Preparation and Presentation.
The services provided by these suppliers can be further broken down into:
1.
2.
3.
4.
Syndicated Services
Standardized Services
Customized Services &
Internet Services.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
1.
Syndicated Services collect information which is then provided to subscribers.



Surveys
diary panels
scanners & audits are the mean by which theses data are collected.
For example the Stanford Research Institute, conducts an annual surveys of consumers
that is used to classify persons into homogenous groups for segmentation purposes.
2.
Standardized Services are research studies conducted for different client
firms but in a standard way.
For example, procedures for measuring advertising effectiveness have been
standardized so that the results can be compared across studies and evaluating norms
can be established. Gallup Survey is the most widely used services for evaluating print
advertisement.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
3.
Customized Services offer a wide variety of marketing research services
customized to suit a client’s specific needs.


4.
Each marketing research project is treated uniquely.
Some marketing research firms that offer these services include Bruke, Inc.,
Marketing Facts, Inc., and Elrick & Lavidge.
Internet Services are offered by the several marketing research firms
including some who have specialized in conducting marketing research on the
internet.
For example, Greenfield Online Research Center Inc. offers a broad range of
customized qualitative and quantities online marketing research for consumer,
business-to-business, and professional markets.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Limited – Services Suppliers specialize in one or a few phases of marketing
research project.
The services provided by these suppliers can be further broken down into:
1.
2.
3.
4.
5.
Field Services
Coding & Data Entry Services
Data Analysis
Analytical Services &
Branded Products & Services.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
1.
Field Services collect data through mail, personal or telephone interviewing;
and the firms that specialize in interviewing are called field service
organization.

2.
Coding & Data Entry Services include editing questionnaires, developing a
coding scheme and transcribing the data on to diskettes or magnetic tapes for
input into computers.

3.
Some firms that offer field services are Field Facts, Inc., Field Work Chicago, Inc. and
Quality Control Services.
NRC Data Systems provides such services.
Analytical Services include designing and pretesting questionnaires,
determining the best means of collecting data, designing sampling plans, and
other aspects of the research design.

Analytical techniques like Conjoint Analysis and Multidimensional Scaling expertise can
be obtained from firms and consultants specializing in analytical services.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
4.
Data Analysis Services are offered by firms also known as tab houses, that
specialize in computer analysis of quantities data such as those obtained in
large surveys.


5.
Initially most data analysis firms two or more variable simultaneously.
Now SDR, Inc. is among those companies which are using advance statistical techniques for
data analysis.
Branded Marketing Research Products and services specialized data collection
and analysis procedures developed to address specific types of marketing
research problems.

Magic Wand by DigiData Entry System is an example of a branded product that transcribed
data from printed questionnaires into a computer readable format.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)

Promising career opportunities are available with marketing research firms.
 Equally appealing are careers in business & non – business firms and agencies with inhouse marketing research departments like:
 P&G
 Coca-Cola
 Advertising Agencies

Positions available in marketing research include:







Vice President of Marketing Research
Research Director
Assistant Director
Project Manager
Field Work Director
Senior Analyst
Operational Supervisor etc.
 Entry Level Positions for BBA degree holders are:



Operational Supervisors
Assistant Project Manager
Research Analyst
Prepared by: Basharat Naeem, Lecturer at IBA (PU)

To prepare for a career in marketing research the students should:
 Take all the marketing courses you can
 Take courses in statistics and quantitative methods
 Acquire Internet and computer skills
 Knowledge of programming languages is an added assets.
 Take courses in psychology and consumer behavior
 Acquire effective written and verbal communication skills
 Think creatively. Creativity and common sense command a premium in marketing
research.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)

The six steps of marketing research process are as follows:
1. Step 1: Problem Definition
2. Step 2: Development of an Approach to the Problem
3. Step 3: Research Design Formulation
4. Step 4: Field Work or Data Collection
5. Step 5: Data Preparation & Analysis
6. Step 6: Report Preparation and Presentation
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
1.
Step 1 – Problem Definition:
 To define the problem
 In defining the problem the research should take into account
 Purpose of the study
 The relevant background information
 What information is needed
 How it will be used in decision making.
 Problem definition involves discussion with:
 The decision makers
 Interviews of Industry Experts
 Analysis of secondary data &
 Qualitative research such as Focus Group.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
2.
Step 2 – Development of an Approach to the Problem:
 Development of an approach to the problem includes
 Formulating an objective
 Theoretical framework
 Analytical Models
 Research Questions
 Hypothesis &
 Identifying Characteristics that influence the research design
 This process is guided by discussion with:
 Management
 Industry Experts
 Case Studies & Simulations
 Analysis of Secondary Data
 Qualitative Research &
 Pragmatic Considerations
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
3.
Step 3 – Research Design Formulation:
 A research design is a framework or blueprint for conducting the marketing research
project.
 Conducting exploratory research precisely defining the variables & designing
appropriate scales to measure them are also a part of research design.
 The issue of how the data should be obtained from the respondents must be
addressed.
 It’s necessary to design a questionnaire & a sampling plan.
 Formulating the research design involves the following steps:
 Secondary Data Analysis
 Qualitative Research
 Methods of Collecting Quantitative Data
 Measurement & Scaling Procedures
 Questionnaire Design
 Sampling Process & Sample Size
 Plan of Data Analysis
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
4.
Step 4 – Field Work \ Data Collection:
 It involves a field force or staff that operated either in the field of
 Personal Interviewing (in-home, mall intercept)
 From an Office by Telephone (Computer-Assisted Telephone Interviewing)
 Through Mail (Traditionally mail & mail panel surveys) &
 Electronically (Email or Internet)
 To minimize data – collection errors following techniques can be used:
 Proper Selection
 Training
 Supervision &
 Evaluation of the Field Force
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
5.
Step 5 – Data Preparation & Analysis:
 Data Preparation includes:
 Editing
 Coding
 Transcription &
 Verification of Data
 Number or letter codes are assigned to represent each response to each question in
the questionnaire.
 Verification ensured that the data have been accurately transcribed from original
questionnaire.
 Univariate techniques are used for analyzing data when there is a single
measurement .
 Multivariate techniques are used for analyzing data hwn there are two or more
measurement.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
6.
Step 6 – Report Preparation & Presentation:
 Project should be documented in a written report which addresses
 The specific research questions indentified
 Describes the Approach
 The Research Design
 Data Collection
 Procedure adopt for data analysis
 Results presentation &
 Major Findings
 Findings should be presented in a comprehensible format that can be readily used in
decision making process.
 In addition oral presentation should be made to management using tables, figures
and graphs to enhance clarity and impact..
Prepared by: Basharat Naeem, Lecturer at IBA (PU)