MARKETING RESEARCH

FOREIGN TRADE UNIVERSITY

School of international business and economics
Department of Marketing and Communication
Lecturing majors: Marketing management, customer psychological
behaviors, customer experience, marketing research and business data
analysis, international business and cross – cultural business management.
HAI NINH NGUYEN Research Interests: Interactive marketing, modern retail system, customer

(Associate Prof., DR.) psychological behavior

Contact: (84) 0915139839 [email protected]
CLASS REGULATIONS
#1 On time (if you are late than lecturers, please wait until the break)

#2 No voice in class (please show the respect for lecturer and others)

#3 No sleep (if you feel sleepy, feel free to go out, no need to ask for lecturer’s permission)

#4 No food (but drinks are permitted)

#5 No cellphone (switch off your phone ring before class starting)

#6 No laptop, ipad, ipod.

#7 No need to ask for the permission to be absence for class (don’t cheat or tell lie)

#8 No mark bargaining!!!
Course structure
• Section 1: Introduction to Marketing research
• Section 2: Defining Marketing research problems and developing a
research approach
• Section 3: Marketing research design
• Section 4: Secondary data analysis
• Section 5: Qualitative research (Focus group and in-depth
interview research method)
• Section 6: Quantitative research (Observation and survey research
method, Questionnaire design)
• Section 7: Sampling methods
• Section 8: Analysis techniques
• Section 9: Research reporting.
GRADING/ASSESSMENT

Attendance: 10%
Mid-term exam/assignment: 30%

Final: 60%
Total: 100%
READING MATERIALS

1. Paul, H., Matthew, H., Julia, C., & Oliver, T. (2016). Market Research in Practice An introduction to gaining
greater market insight 3rd ed. CPI Group (UK) Ltd, Croydon
2. Malhotra, N., Nunan, D., & Birks, D. (2017). Marketing research: An applied approach. Pearson
3. Smith, S. M., & Albaum, G. S. (2013). Basic marketing research: building your survey. Qualtrics Labs, Inc..
4. Leavy, P. (2022). Research design: Quantitative, qualitative, mixed methods, arts-based, and community-
based participatory research approaches. Guilford Publications.
 SECTION 1
INTRODUCTION TO MARKETING RESEARCH
“Marketing without marketing research is like driving with your eyes closed”
- DAN ZARRELLA -
1.1 History of marketing research
• Market research appeared since opinions of publics have mattered and traders have had a need to improve their level of
trade, then some form of research has been undertaken
• Europe’s oldest and most valuable statistical document, the original, and less ominous, name of the book was descriptio
– the Latin word for ‘survey’.
• The first evidence of market research use becoming mainstream happened in the period from 1910–20 and it is generally
accepted that the marketing research industry was well embedded in commercial life by the 1930.
1.2 Definitions of marketing research
“Market research, which includes social and opinion research, is the systematic gathering and interpretation of
information about individuals or organisations using the statistical and analytical methods and techniques of the applied
sciences to gain insight or support decision making.”
(ESOMAR - European Society for Opinion and Market Research)

“Marketing research is the function that links the consumer, customer, and public to the marketer through information.
Marketing research specifies the information required to address these issues, designs the method for collecting
information, manages and implements the data collection process, analyzes the results, and communicates the findings
and their implications.
(AMA - American Marketing Association)
Information
• Gain insight or support decision making;
• Identify and define marketing opportunities and problems;
• Generate, refine, and evaluate marketing actions;
• Monitor marketing performance;
• Improve understanding of marketing as a process.
Consumer insights
In order to be a world-class company, it all starts with the consumer: ‘knowing them, understanding them and utilising this
information to better serve consumers’.
• Understanding their motivations,
• Understanding what drives them

Consumer insight, as defined by Diageo, is: ‘A penetrating discovery about consumer

motivations, applied to unlock growth’:
• Penetrating – same data, but much deeper understanding.
• Discovery – ah-ha! eureka!
• Motivations – understand the why?
• Applied – leveraged for their brands.
• Growth – organic from brand strategies based on deep consumer understanding.
1.3 Roles of marketing research
The role of marketing research is on: (1) understanding customer experiences and (2) delivering satisfaction.
Marketing research helps the marketing manager:
• Link the marketing variables with their environment and customer groups.
• Remove uncertainties by providing information about marketing variables, environment and consumers.
Activity 1:
On class
Reading the case and find the answers for:
1. Why did TfL must take marketing research?
2. What types of marketing research did
Marketing agency implement?
3. What did they find from the research and
changes after research?
1.4 Importance of marketing researcher
Traditionally, researchers were responsible for designing and crafting research and providing relevant information,
while marketing decisions were made by the managers.
In modern business, Researchers are becoming more aware of decision making; conversely, marketing managers are
becoming more aware of research

The marketing researcher supports the marketing decision makers in:

• Describe the nature and scope of customer groups;
• Understand the nature of forces that shape customer groups;
• Understand the nature of forces that shape the marketer’s ability to satisfy
targeted customer groups;
• Test individual and interactive variables that shape consumer experiences;
• Monitor and reflect upon past successes and failures in marketing decisions.
1.5 Why do we need marketing research?
To implement marketing strategies, marketing managers need information about customers, competitors and other forces
in the marketplace.
Many factors have increased the need for more accurate and timely information.

• As firms have become more internationalized, the need for information on larger
and more distant markets has increased.
• As consumers have become more affluent, discerning and sophisticated,
marketing managers need better information on how they will respond to new
products and other new experiences.
• As competition has become more intense, managers need information on the
effectiveness of marketing tools.
• As the environment is changing more rapidly, marketing managers need more
timely information to cope with the impact of these changes.
1.6 The Marketing research process
The marketing research process consists of six broad stages.
• Problem definition : trying to understand the nature of the marketing
problem that requires research support
• Developing a research approach: identifying factors that influence research
design.
• Research design : framework for conducting a marketing research project.
• Fieldwork or data collection: Procedures to collect the required data
• Data analysis: includes the editing, coding, transcription and verification of
data.
• Communicating findings: to document the research with a written report
1.7 Reasons for Marketing research
There have been two key reasons for undertaking marketing research: (1) to identify opportunities and problems; and (2)
to generate and refine marketing actions.

Classifications of Marketing research

• Problem-identification research is undertaken to help identifying problems that are not apparent on the surface and
yet exist or are likely to arise in the future.

o Provides information about the marketing environment and

helps diagnose a problem (economic, social or cultural trends,
changes in consumer behavior)

• Problem-solving research may be undertaken to help developing

a solution.
o Used to support marketing decisions
Types of problem – solving research (1)
• Segmentation research
• Experiential-design research
o Determine the basis of segmentation
o Determine the process of consuming
o Establish market potential and responsiveness
products and services
for various segments
o Online consumption experiences
o Select target markets and create lifestyle
o Social media engagement
profiles: demography, media and product
o Sensory tests
image characteristics
Types of problem – solving research (2)
• Product research • Pricing research
o Determine optimal product design o Importance of price in brand selection
o Test concept o Pricing policies
o Package tests o Product-line pricing
o Product modification o Price elasticity of demand
o Brand positioning and repositioning o Initiating and responding to price changes
o Test marketing
Types of problem – solving research (3)
• Promotions research • Distribution research
o Optimal promotional budget o Attitudes of channel members
o Optimal promotion mix o Intensity of wholesale and retail coverage
o Creative-advertising testing o Channel margins
o Evaluation of advertising effectiveness o Retail and wholesale locations
1.8 Duties and tasks of the Marketing researcher
• Describe the nature and scope of customer groups;
• Understand the nature of forces that shape customer groups;
• Understand the nature of forces that shape the marketer’s ability to satisfy targeted customer groups;
• Test individual and interactive variables that shape consumer experiences;
• Monitor and reflect upon past successes and failures in marketing decisions.
1.9 Marketing research suppliers (1)
• Full-service suppliers offer the entire range of marketing research services

o Syndicated services collect information of known

commercial value that they provide to multiple clients on
a subscription basis
o Customized services offer a variety of marketing research
specifically designed to suit a client’s particular needs.
o Online services offer a combination or variety of research
exclusively online
o Market research reports and advisory services provide
off-the-shelf reports as well as data and briefs on a range
of markets, consumer types and issues, industries.
Marketing research suppliers (2)
• Limited-service suppliers specialize in one or a few phases of a marketing research project

o Field services collect data through postal surveys, face-to-

face interviews, telephone interviews and the internet
o Analytical services include designing and pre-testing
questionnaires.
o Panel providers offer opportunity to access consumer, b2b
and specialist panels of participants, alongside scripting and
hosting surveys.
o Online community providers build online research
communities
o Reporting offers research companies reporting solutions in
oral and electronic presentations.
 Activity 2:
Some people say, ‘Give the customers what they want.’ But Work at home

that’s not my approach. Our job is to figure out what they’re Read the quote of Steve Job, explain the meaning

going to want before they do. I think Henry Ford once he wanted to illustrate.

said, ‘If I’d asked customers what they wanted, they would Using the real cases (gains, failures) of business

have told me, “A faster horse!” . that not adopting/adopting market research to

People don’t know what they want until you show it to them. debate.

That’s why I never rely on market research. Our task is to read

things that are not yet on the page.’
 SECTION 2
DEFINING MARKETING RESEARCH PROBLEMS AND DEVELOPING A RESEARCH APPROACH
2.1 What is Marketing research brief?
The marketing research brief is a document produced by the users of research findings or the buyers of a piece of marketing
research.
The brief may be used to communicate the perceived requirements of a marketing research project to external agencies or
internally within an organization to marketing research professionals.
It should act as the first step for decision makers to express the nature of a marketing and research problem
2.2 Components of Marketing research brief
1. Background information: helping the researcher to understand why certain research
objectives are being pursued.
2. Objectives: This requires decision makers to explain the focus of the decisions
3. Target to research: Distinct groups of consumers, channel members such as
retailers or competitors, or company employee
4. Who is to use the findings? Details of who use the research findings.
5. Constraints. The main limitation to researchers carrying out what they may perceive
as being the correct way to research a problem is the time and money that decision
makers can afford.
6. Administrative considerations. These would lay out administrative details in
completing the research project
2.3 Process of defining research problems and developing approach
The process consists of 4 main phases including:
o Analyzing the environmental context of the
problem
• Past information and forecast
• Resources and constrains
• Enterprises objectives and buyer behaviors
• Other external environmental factors
o Differentiating Marketing decision problems to
marketing research problem
o Approaching to the problem
o Research design
Analyzing Environmental context
The tasks involved in understanding the environmental context of the marketing and research problem can include
discussions with decision makers, qualitative interviews with industry experts, and secondary data collection and analysis.

o Discussions with decision makers:

• The decision maker needs to understand the capabilities
and limitations of research.
• Research provides information relevant to management
decisions, but it cannot provide solutions.
• The researcher needs to understand the nature of the
decision that managers face – the marketing problem and
what they hope to learn from the research.
• It is necessary that the researcher attempts to interact
directly with the key decision makers
Discussions with decision makers :

To be fruitful, the interaction between the decision maker and the researcher can be characterized by the 7Cs principles
o Communication. A free exchange of ideas between the decision maker and the
researcher.
o Cooperation. Marketing research is a team project in which both parties (decision
maker and researcher) must cooperate.
o Confidence. Mutual trust of each other’s distinct skills and contribution.
o Candor. There should not be any hidden agendas, and an attitude of openness
should prevail.
o Closeness. An understanding of each other’s problems should result in a closeness
o Continuity. The decision maker and the researcher must interact continually
o Creativity. The interaction should be creative rather than formulaic.
Interviews with experts
Qualitative interviews with industry experts who are individuals knowledgeable about the firm and the industry can help
in diagnosing the nature of the marketing and research problem
These experts may be found both inside and outside an organization commissioning the research.
Unfortunately, two potential difficulties may arise when seeking advice from experts:

o Some individuals who claim to be knowledgeable and are eager to

participate may not really possess expertise.
o It may be difficult to locate and obtain help from experts who are outside
the commissioning organization, i.e. access to these individuals may be
problematic.
Initial secondary data analyses
Analysis of available secondary data is an essential step in the problem-definition process.

o Past information, forecasts and commentary on trends with respect to sales, market share, profitability,
technology, population, demographics and life-style.
o Data generated within an organization, including customer databases, information made available by business
and government sources, commercial marketing research firms and the vast resources available online.
o Secondary data are an economical and quick source of background information..

Primary data should not be collected until the available secondary data have been fully
analyzed.
o Primary data are originated by the researcher for the specific purpose
2.4 Management decision problems v/s Marketing research problems

o Management decision problems o Management decision problems

• Should be a new product introduced? • To determine consumer preferences and
• Should advertising campaign be changed? purchase intentions for the proposed new
• Should the price of the product be increased? products
• Should distribution network be expanded? • To determine the effectiveness of the current
advertising campaign.
• To determine the price elasticity of demand and
the impacts on sales and profits of various levels
of price changes
• To determine the coverage and distribution
model that enterprises may be adopted.
Research questions
Research questions are refined statements of the components of the problem.
Each component of the problem may have to be broken down into subcomponents or research questions.
Research questions ask what specific information is required with respect to the problem components.
o How customer ‘s past experience affect on brand passion and customer satisfaction?
o What factors influence on brand passion?
Hypothesis
Hypothesis is an unproven statement or proposition about a factor or phenomenon that is of interest to a researcher.
Hypotheses have been used to predict the relationship between two or more variables, but it involves more than a guess
o Price will increase as the higher demands of consumer
o Knowledge positively impact on attitude
o Past Experience directly impacts on brand passion and indirectly impacts on willingness to participate
Activity 3:
Work at home
Imagine that you are the Marketing Director of Vinamilk.
And your brand has intention to penetrate the market of the elderly.
o Identify management problems.
o Identify marketing research problems
o Research questions and hypotheses
 SECTION 3
MARKETING RESEARCH DESIGN
3.1 What is Marketing research design?
A research design is a framework or plan for conducting a marketing research project.
It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems.
3.2 Components of Marketing research design
• Define the information needed
• Decide whether the overall design is to be exploratory, descriptive or causal
• Design the sequence of techniques of understanding and/or measurement
• Construct and pre-test an appropriate form for data collection or questionnaire
• Specify the qualitative and/or quantitative sampling process and sample size.
• Develop a plan of qualitative and/or quantitative data analysis
3.3 Research design from decision maker’s perspectives
To give practical support, decision makers expect information that is:
o Accurate: the most valid representation that has come from the most reliable or consistent form of measurement
or understanding.
o Current: up to date as possible.
o Sufficient: the completeness or clarity of a ‘picture’ that reflects the characteristics of the marketing problem.
o Available: that access to the relevant information can be
o Relevant: ‘makes sense’ to decision makers.
3.4 Research design from participants’ perspectives
The potential participants in any marketing research investigation play a
vital role in deciding which research design will work in practice.
o The first layer are questions that participants can express a view
about quickly, simple, relating to common, everyday occurrences
that are at the forefront of their minds.
o The second level are questions that are more personal and more
sensitive.
o The third level are questions that require participants to be
creative.
o The fourth level may be questions that participants may not be able
to conceptualize, never mind be able and willing to express what
they feel about particular views and feelings.
3.5 Research design classification
Research designs may be broadly classified as exploratory and
conclusive
o Exploratory research is to provide insights and
understanding of the nature of marketing phenomena
• A research design characterized by a flexible and
evolving approach to understanding marketing
phenomena that are inherently difficult to measure.
o Conclusive research is to test specific hypotheses and
examine relationships
• A research design characterized by the
measurement of clearly defined marketing
phenomena
3.6 Exploratory research (1)
Exploratory research is used:
1. To obtain unknown information about the research problem
2. To define problem and to formulate hypotheses for further investigation
3. To identify and explore concepts in the development of new products or
forms of marketing communications
4. Using a screening process to reduce a large number of possible projects
to a smaller number of probable ones
5. To identify relevant or salient behavior patterns, beliefs, opinions,
attitudes, motivations, etc., and to develop structures of these
constructs
Exploratory research (2)
6. To develop an understanding of the structure of beliefs and
attitudes in order to aid the interpretation of data structures
7. To explore the reasons that lie behind the statistical differences
between groups that may emerge from secondary data or surveys
8. To explore sensitive or personally embarrassing issues from the
participants’ and/or the interviewer’s perspective
9. To explore issues that participants may feel deeply about, that are
difficult for them to rationalize and that they may find difficult to
articulate
10. To ‘data-mine’ or explore quantitative data to reveal unknown
connections between different measured variables
How to conduct exploratory research
Exploratoy reseach might be conducted by using:
o Survery with experts (academics, practitioners, policy makers)
o Pilot survey
o Secondary data analsis and literature review
o Qualitative interviews (face 2 face, focus group)
o Unstructured observations
o Quantitative questionaire
3.7 Conclusive research (1)
Conclusive research is used:
1. To describe the characteristics of relevant groups, such as
consumers, salespeople, organizations, or target market
2. To estimate the percentage in a specified population exhibiting
a certain form of behavior
3. To count the frequency of events, especially in the patterns of
consumer behavior
4. To measure marketing phenomena to represent larger
populations or target markets
5. To be able to integrate findings from different sources in a
consistent manner, especially in the use of marketing
information systems and decision support systems
Conclusive research (2)
6. To determine the perceptions of product or service characteristics
7. To compare findings over time that allow changes in the
phenomena to be measured
8. To measure marketing phenomena in a consistent and universal
manner
9. To determine the degree to which marketing variables are
associated
10. To make specific predictions
How to conduct conclusive research
Conclusive reseach might be conducted by using:
o Surveys
o Secondary data
o Databases
o Panels
o Structured observations
o Experiments
3.8 Descriptive research
The major objective of descriptive research is to describe something – usually market characteristics or functions.
Descriptive research is characterized by the prior formulation of specific research questions and hypotheses.

Some dominant descriptive studies are:

o The size of the market, buying power of the consumers, availability of distributors and consumer profiles,
o Proportion of total sales received by a company and its competitors by geographic region, product line, type
of account and size of account.
o Consumer perceptions of the firm and its products, product usage
o Range and frequency of price changes and consumer response
o Media consumption habits and audience profiles for specific TV
programs and magazines.
3.9 Causal research
Causal research is used to obtain evidence of cause-and-effect (causal) relationships.
Marketing managers continually make decisions based on assumed causal relationships.
These assumptions may not be justifiable, and the validity of the causal relationships should be examined via formal research
Causal research requires a planned and structured design.

Causal research is appropriate for the following purposes:

o To understand which variables are the cause
(independent variables) and which variables are the effect
(dependent variables) of marketing phenomena.
o To determine the nature of the relationship between the
causal variables and the effect to be predicted.
o To test hypotheses
Activity 4:
Work at home
Imagine that you are the marketing researcher appointed by Vin fast and that you
have been hired to conduct a study of its brand image of EV cars, customer
attitude towards local brand auto maker and willingness to advocate/buy
o Which types of marketing research will you adopt? Reasons?
o What information do you want to collect?
o Which issues will you face when conducting the real research?