ST.

ANTHONY’S COLLEGE
San Jose, Antique

BUSINESS EDUCATION DEPARTMENT

MM 207 – MARKETING RESEARCH

Compiled by: MR. RODERICK R. AQUINO, MBA, LPT

LECTURE 1: INTRODUCTION TO MARKETING RESEARCH

The American Marketing Association Redefines Marketing Research

The New Definition: Marketing research is the function which links the consumer, customer, and public to
the marketer through
Information:
- Used to identify and define market opportunities and problems
- Generate, refine, and evaluate marketing performance
- Monitor marketing performance
- Improve understanding of marketing as a process

Why Do Market Research?

Market research provides critical information about your market and your business landscape. It can tell
you how your company is perceived by the target customers and clients you want to reach. It can help
you understand how to connect with them, show how you stack up against the competition, and inform
how you plan your next steps.

Market research can also play an important role in the process of developing your products and services,
bringing them to the marketplace, and marketing them to consumers. Here are a few ways that market
research can help inform your business strategy:
1. It can give you an accurate view of your business and your marketplace. For example, you can
see how you are perceived in comparison to your competitors, and evaluate what your
competitors are doing to attract customers.
2. It can help you determine who and where your customers are, and which customers are most
likely to do business with you. (In fact, for customers who indicate that they don’t want to do
business with you, market research is your opportunity to ask them “why not?”.)
3. It can reveal how customers and prospects view your existing business and products, and show
you if you are or are not meeting your customers’ needs. It’s even possible you may uncover
some opinions about your business and/or products that you weren’t aware of.
4. It can help you decide whether a new idea for a business or product will fly – that is, if customers
will find it appealing – based on how similar products have performed in the marketplace.
5. It can help you make wise product packaging and promotional decisions, as well as effective
marketing messages.
For many businesses, market research is a key component in developing marketing strategy by providing
a fact-based foundation for estimating sales and profitability. In fact, it can make the difference between
making wise decisions that drive business forward and poor decisions that can damage your business.

The competitive environment you face is increasingly challenging. It’s safe to assume that your
competitors are conducting research to gain their own advantage. That may be the best reason of all to
make market research a key part of your business growth strategy.

Game Plan
Market research can be valuable to your company’s growth and success. Here’s a way to start:

1. First, identify your competitors. This can be simple if there are one or two other companies that do
what you do. Sometimes, it’s more complex. Work with your company leaders to identify where
else customers go for the product or service you offer.
2. Think about your business goals. Are you trying to grow? Introduce a new product? Enhance
service or move locations?
3. Consider research needs and goals. Do you want perspective on your business, or are you
considering a major shift in your business strategy?
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 ST. ANTHONY’S COLLEGE
San Jose, Antique

BUSINESS EDUCATION DEPARTMENT

The Role of Marketing Research

1. Customer Groups (Consumers, Employees, Shareholders, Suppliers)
2. Controllable Marketing Variables (Product, Pricing, Promotion. Distribution)
3. Uncontrollable Environmental Factors (Economy, Technology, Laws & Regulation, Social & Cultural
Factors, Political Factors)
4. Assessing Information Needs
5. Providing Information
6. Marketing Decision Making
--Marketing Managers (Market Segmentation, Target Market Selection, Marketing Programs,
Performance & Control

Market Research
-Specifies the information necessary to address these issues
-Manages and implements the data collection process
-Analyzes the results
-Communicates the findings and their implications

Classification of Marketing Research

A. Problem Identification Research
1. Market potential research
2. Market share research
3. Market characteristics research
4. Sales analysis research
5. Forecasting research
6. Business trends research
B. Problem Solving Research
1. Segmentation Research
2. Product Research
3. Promotion Research
4. Distribution Research

Problem Solving Research

A. Segmentation Research
1. Determine the basis of segmentation
2. Establish market potential and responsiveness for various segments
3. Select target markets
4. Create lifestyle profiles: demography, media, and product image characteristics
B. Product Research
1. Test concept
2. Determine optimal product design
3. Package tests
4. Product modification
5. Brand positioning and repositioning
6. Test marketing
7. Control score tests
C. Pricing research
1. importance of price in brand selection
2. Pricing policies
3. Product line pricing
4. Price elasticity of demand
5. Initiating and responding to price changes
D. Promotional research
1. Optimal promotional budget
2. Sales promotion relationship
3. Optimal promotional mix
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San Jose, Antique

BUSINESS EDUCATION DEPARTMENT

4. Copy decisions
5. Media decisions
6. Creative advertising testing
7. Claim substantiation
8. Evaluation of advertising effectiveness
E. Distribution Research. Determine
1. Types of distribution
2. Attitudes of Channel members
3. Intensity of wholesale & resale coverage
4. Channel margins
5. Location of retail and wholesale outlets

Management Information Systems versus Decision Support Systems

MIS
-Structured Problems
-Use of Reports
-Rigid Structure
-Information Displaying Restricted
-Can Improve Decision Making by Clarifying Data
DSS
-Unstructured Problems
-Use of Models
-User Friendly Interaction
-Adaptability
-Can Improve Decision Making by Using “What if” Analysis

Marketing information system (MIS)

-MIS – is a system to generate, store, and disseminate information to marketing managers (internal
Data, -External Data)
-Recurrent info – info provided by a MIS on a periodic basis
-Monitoring info – info derived from regular scanning of selected sources
-Requested info – info developed in response to a specific request by a marketing manager
Marketing Research Supplier and Services

RESARCH SUPPLIERS
INTERNAL
-FULL SERVICE (Syndicate Services, Standardized Services, Customized Services, Internet Services)
EXTERNAL
-LIMITED SERVICE (Field Services, Coding and Data Entry Services, Analytical Services, Data Analysis
Services, Branded Products and Services)
Organization of Marketing Research at Oscar Mayer
-Brand Research
--Conducts Primary & Secondary Research
--Serves As Marketing Consultants
--Analyzes Market Trends
--Advances the State of the Art in Marketing Research
-Marketing Systems and Analytics (MSA)
--Performs Sales Analysis Based on Shipment & Store Scanner Data
--Supports Computer End Users within Marketing Department
--Serves as Source of Marketing Information

Marketing Research at Marriott Corporation

Marriott functions in three main areas: lodging (Marriott Hotels and Resorts, Marriott Suites, Residence
Inns, Courtyard Hotels, and Fairfield Inns), contract services (Marriott Business Food and Services,
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San Jose, Antique

BUSINESS EDUCATION DEPARTMENT

Education, Health-Care, In-Flight Services, and Host International, Inc.) and restaurants (family
restaurants, Travel Plazas, and Hot Shops). It is probably best known, however, for its lodging
operations.
Marketing research at Marriott is done at the corporate level through the Corporate Marketing Services
(CMS). CMS’s goals include providing the management of the different areas of Marriott with the
information they need to better understand the market and the customer.
CMS conducts many different types of research. They use quantitative and qualitative research
approaches such as telephone and mail surveys, focus groups, and customer intercept to gain more
information on market segmentation and sizing, product testing, price sensitivity of consumers, consumer
satisfaction, and the like.
The process of research at Marriott is a simple stepwise progression. The first step is to better define
the problem to be addressed and the objectives of the client unit and to develop an approach to the
problem. The next step is to formulate a research design and design the study. CMS must decide
whether to conduct its own research or buy it from an outside organization.
If the latter option is chosen, CMS must decide whether or not to use multiple firms. Once a decision is
made, the research is carried out by collecting and analyzing the data. Then, CMS presents the study
findings. The final step in the research process is to keep a constant dialogue between the client and the
CMS. During this stage, CMS may help explain the implications of the research findings or may make
suggestions for future actions.

Marketing Research Associations Online

Domestic
AAPOR: American Association for Public Opinion Research (www.aapor.org)
AMA: American Marketing Association (www.marketingpower.org)
ARF: The Advertising Research Foundation (www.amic.com/arf)
CASRO: The Council of American Survey Research Organizations (www.casro.org)
MRA: Marketing Research Association (www.mra-net.org)
QRCA: Qualitative Research Consultants Association (www.qrca.org)
RIC: Research Industry Coalition (www.research industry.org)
International
ESOMAR: European Society for Opinion and Marketing Research (www.esomar.nl)
MRS: The Market Research Society (UK) (www.marketresearch.org.uk)
MRSA: The Market Research Society of Australia (www.mrsa.com.au)
PMRS: The Professional Marketing Research Society (Canada) (www.pmrs-aprm.com)

Format of a Marketing Research

In general, the format for basic business research is still based on the traditional format, which is
known as Format A. Format A has five chapters. The APA has come up with its format called Format B,
which has four chapters. The chapters I and 2 in format A are merged into one chapter in format B; this
explains why it is comprised of four chapters only. Some schools are also modifying the research format
to suit their specific research requirements.
There is no standard format for applied research. It still incorporates some chapters and components
of the traditional format, but it is much more simplified to suit the needs of the clients. In addition, the
institutional format of the university has to be observed by the students.

Format A (traditional format)

Title Page
Abstract — about purpose, methodology, major findings, and/or conclusions (150— 200 words)
Acknowledgment
List of Tables
List of Figure

Chapter 1 – Introduction
Background of the Study
Theoretical Framework/Conceptual Framework
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San Jose, Antique

BUSINESS EDUCATION DEPARTMENT

Statement of the Problem
Hypothesis of the Study (if any)
Assumption/s of the Study (if any)
Significance of the Study
Scope and Limitation/s of the Study
Definition of Terms – conceptual and operational definition of terms used in the study

Chapter 2 – Review of Related Literature

Overview of topics to be reviewed in this chapter
Literature about specific variables used in conceptual framework
Literature about the major measurement too used in the study (if required by the panel of
examiners)
Add-on: Synthesis of the variables reviewed (if required by the panel of examiners)

Chapter 3 – Research Methodology

Research Design
Sampling Design
Research Locale – where the respondents will be surveyed or interviewed.
Research Instrument
Statistical Treatment

Chapter 4 – Presentation, Interpretation and Analysis of Data

Demographic Profile of Respondents
Findings – Frequency Tables, Charts, Statistical Output – tests performed

Chapter 5 – Conclusion and Recommendations

Summary of problems and hypotheses
Summary of Findings
Recommendations
Bibliography or References
Appendices
Curriculum Vitae

APA Format

Preliminary Pages
Title Page
Approval Sheet
Abstract — about purpose, methodology, major findings, and/or conclusions (150— 300 words)
Acknowledgment
Table of Contents
List of Tables
List of Figures
List of Appendices

Chapter I – Introduction
Background of the Study
Review of Related Literature and Synthesis
Theoretical Framework/Conceptual Framework
Statement of the Problem
Hypothesis of the Study (if any)
Assumption/s of the Study (if any)
Definition of Terms – conceptual and operational definition of terms used in the study
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 ST. ANTHONY’S COLLEGE
San Jose, Antique

BUSINESS EDUCATION DEPARTMENT

Scope and Limitation/s of the Study
Significance of the Study

Chapter II – Research Methodology

Research Design
Sampling Design
Research Locale
Research Instrument
Data Gathering Procedure
Statistical Treatment

Chapter III – Presentation, Interpretation and Analysis of Data

Demographic Profile of Respondents
Findings – Frequency Tables, Charts, Statistical Output – tests performed

Chapter IV – Conclusion and Recommendations

Summary of problems and hypotheses
Summary of Findings
Recommendations
References
Appendices
Curriculum Vitae