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Topic # 4: Szabist - Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology

The document discusses marketing research and its importance for small companies. It outlines the marketing research process which includes defining the problem, developing a research plan, collecting information, analyzing the data, presenting findings, and making decisions. It also describes different types of marketing research firms and various research methods such as surveys, experiments, and observational research. Finally, it covers key aspects of research design like sampling, question types, and contact methods.

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37 views30 pages

Topic # 4: Szabist - Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology

The document discusses marketing research and its importance for small companies. It outlines the marketing research process which includes defining the problem, developing a research plan, collecting information, analyzing the data, presenting findings, and making decisions. It also describes different types of marketing research firms and various research methods such as surveys, experiments, and observational research. Finally, it covers key aspects of research design like sampling, question types, and contact methods.

Uploaded by

aqsa hafeez
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Topic # 4

Conducting Marketing Research

Szabist – Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology


What is Marketing Research?
Marketing research is the systematic design,
collection, analysis, and reporting of data
and findings relevant to a specific marketing
situation facing the company.
Research By Small Companies
Engaging students and university professors

Using the internet

Checking on rivals

Tapping marketing partners expertise and knowledge


Types of Marketing Research Firms
• Syndicated service – These firms gather trade consumer information and
sell it for a fee.

• Custom – these firms are hired to carry out specific projects, they design
the study and report the findings

• Specialty-line – these firms provide specialized research services like


interviews and field interviews.
The Marketing Research Process
• Define the problem

• Develop research plan

• Collect information

• Analyze information

• Present findings

• Make decision
Step 1: Define the Problem

• Define the problem


• Specify decision alternatives
• State research objectives

What and Why to be researched- the scope, content and the decisions to be
made
Step 2: Develop the Research Plan

 Data sources
• Primary Data – freshly gathered data for a specific purpose or a specific
research project

• Secondary Data – are data that were collected for another purpose and
already exist somewhere.
Research Approaches

• Observation Research – can gather fresh data by observing the relevant actors
and settings, unobtrusively observing as they shop or consume products.

• Ethnographic Research – Is a particular observational research approach that


uses concepts and tools from social science disciplines to provide deep
understanding of how people live and work.

• Focus Groups – gathering of 6-10 people invited to spend time with a skilled
moderator in order to discuss a product, service, organization or marketing entity.
• Survey Research – are best suited for descriptive research to learn about
peoples knowledge, beliefs, preferences and satisfaction.

• Behavioral data – customers, actual purchase reflect preferences and are


more reliable than memory based statements made in survey.

• Experimental Research – is to capture cause and effect relationships by


eliminating competing explanations of the observed findings./ Experiment to find
an answer.
Research Instruments

• Questionnaires – closed ended & open ended questions


• Qualitative Measures – Variables that cannot be measured numerically e.g.
consumer behavior, daytime and night

• Technological Devices
Questionnaire Do’s and Don’ts

• Ensure questions are free of • Avoid negatives


biasness • Avoid hypotheticals
• Make questions simple • Avoid words that could be
• Make questions specific misheard
• Avoid sophisticated words • Use response bands
• Avoid ambiguous words • Allow for “other” in fixed
response questions
Question Types - Dichotomous

In arranging this trip, did you contact


Pakistan International Airlines?
 Yes  No
Question Types – Multiple Choice

With whom are you traveling on this trip?


 No one
 Spouse
 Spouse and children
 Children only
 Business associates/friends/relatives
 An organized tour group
Question Types – Likert Scale
Indicate your level of agreement with the following statement: Small
airlines generally give better service than large ones.
 Strongly disagree
 Disagree
 Neither agree nor disagree
 Agree
 Strongly agree
Question Types – Semantic Differential
Pakistan International Airlines
Large ………………………………...…….Small
Experienced………………….….Inexperienced
Modern……………………….…..Old-fashioned
Question Types – Importance Scale
Airline food service is _____ to me.
 Extremely important
 Very important
 Somewhat important
 Not very important
 Not at all important
Question Types – Rating Scale
Pakistan International Airlines’ food service is _____.
 Excellent
 Very good
 Good
 Fair
 Poor
Question Types – Intention to Buy Scale
How likely are you to purchase tickets on PIA if in-flight Internet access
were available?
 Definitely buy
 Probably buy
 Not sure
 Probably not buy
 Definitely not buy
Question Types – Completely Unstructured

What is your opinion of PIA?


Question Types –Word Association
What is the first word that comes to your mind when you hear the
following?
Airline ________________________
Pakistani _____________________
Travel ________________________
Question Types – Sentence Completion

When I choose an airline, the most important consideration in my decision


is:
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________.
Question Types – Story Completion

“I flew by PIA a few days ago. I noticed that the exterior and interior of the
plane had very bright colors. This aroused in me the following thoughts and
feelings.” Now complete the story.
________________________________________________________________
________________________________________________________________
________________________________________________________________
__________________________________________
Question Types – Picture (Empty Balloons)
Qualitative Measures

• Word Association – words that come to your mind when you hear a brand name.

• Projective technique – give people an incomplete stimulus to complete and make


sense like the bubble example.

• Visualization – Make a collage from magazines, photos to depict their perception.

• Brand personification – what kind of people they think of when brand is


mentioned.

• Laddering – ask the “Why” questions.


Sampling Plan

• Sampling unit: Who is to be surveyed?

• Sample size: How many people should be surveyed?

• Sampling procedure: How should the respondents be chosen?


Contact Methods
• Mail questionnaire

• Telephone interview

• Personal interview

• Online interview
Pros and Cons of Online Research

Advantages Disadvantages
• Inexpensive • Small samples

• Fast • Skewed samples

• Versatility • Technological problems

• Inconsistencies

• Accuracy of data
 Step 3 – Collect the Information

Most expensive and prone to errors

 Step 4- Analyze the Information

Extract the data and tabular the data and developing summary measures

 Step 5- Present the Findings

Present the findings in an understanding way, bringing the research to life

 Step 6 – Make the Decision

Some marketers are using marketing decision support systems- MDSS


Marketing Dashboards

 A customer-performance scorecard records how well the


company is doing year after year on customer-based measures.

 A stakeholder-performance scorecard tracks the satisfaction


of various constituencies who have a critical interest in and
impact on the company’s performance including employees,
suppliers, banks, distributors, retailers, and stockholders.
Conclusion

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