Research Methodology & Report Preparation 1

PAN African eNetwork Project
Bachelor of Finance and Investment

Research Methods and Report Presentation
Semester - III
Prof- Sonia Singh
Copyright © Amity University

1
Session Outline
1) Overview
2) Definition of Marketing Research
3) A Classification of Marketing Research
4) Marketing Research Process
5) The Role of Marketing Research in Marketing

Decision Making
6) Marketing Research and Competitive Intelligence
7) The Decision to Conduct Research

8) Importance of Defining a Problem
9) The Process of Defining the Problem and
Developing an Approach
10) Tasks involved in Problem Definition
11) Environmental Context of the Problem
12) Management Decision Problem and
Marketing Research Problem

Redefining Marketing Research
The American Marketing Association (AMA)

redefined Marketing Research as:
The function that links the consumer, the

customer, and public to the marketer
through INFORMATION

Redefining Marketing Research
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
Definition of Marketing Research
Marketing research is the systematic and objective
 identification
 collection
 analysis
 dissemination
 and use of information
For the purpose of improving decision making related to the
 identification and
 solution of problems and opportunities in marketing.

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
• Helps managers use this information to make

decisions

Classification of Marketing Research
Two types
1.Problem-Identification Research
• Research undertaken to help identify
problems which are not necessarily
apparent on the surface and yet exist or
are likely to arise in the future. Examples:
market potential, market share, image,
market characteristics, sales analysis,
forecasting, and trends research.

2. Problem-Solving Research
• Research undertaken to help solve
specific marketing problems. Examples:
segmentation, product, pricing, promotion,
and distribution research.

A Classification of Marketing Research
Marketing Research
Problem Problem-Solving
Identification Research Research
Market Potential Research Segmentation Research

Market Share Research
Market Characteristics Research Product Research
Sales Analysis Research Pricing Research
Forecasting Research Promotion Research
Business Trends Research
Distribution Research
Product research
• Test concept
• Determine optimal product design
• Package tests
• Product modification
• Brand positioning and repositioning
• Test marketing

Problem Solving research
• Segmentation research
• Determine the basis of segmentation
• Establish market potential and
responsiveness for various
segments
• Select target markets
• Create lifestyle profiles:
demography, media, and
product image characteristics

Problem-Solving Research
PROMOTIONAL RESEARCH
 Optimal promotional budget
0.00% APR
 Sales promotion relationship
 Optimal promotional mix
 Copy decisions
 Media decisions
 Creative advertising testing
PRICING RESEARCH  Evaluation of advertising effectiveness
 Pricing policies
 Importance of price in brand selection
 Product line pricing
 Price elasticity of demand $ALE
 Initiating and responding to price changes
Problem-Solving Research
.
DISTRIBUTION RESEARCH
Determine…
 Types of distribution
 Attitudes of channel members
 Intensity of wholesale & resale coverage
 Location of retail and wholesale outlets

Marketing Research Process

Marketing Research
Process
Step 1 : Problem Definition
Step 2 : Development of an Approach to the Problem
Step 3 : Research Design Formulation
Step 4 : Fieldwork or Data Collection
Step 5 : Data Preparation and Analysis
Step 6 : Report Preparation and Presentation

Marketing Research Process
Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report

The Role of Marketing Research
Customer Groups
• Consumers
• Employees
• Shareholders
• Suppliers
Uncontrollable
Controllable Environmental
Marketing Factors
Variables
Marketing • Economy
• Product
Research • Technology
• Pricing
• Laws &
• Promotion Regulations
• Distribution • Social & Cultural
Assessing Providing Marketing Factors
Information Information Decision
Making
• Political Factors
Needs
Marketing Managers
• Market Segmentation
•Target Market Selection
• Marketing Programs
• Performance & Control

Power Decisions’ Methodology
Opportunity scan
Option generation
Solve Problem
Refine options
Decision
Client
Needs Find Seek Plan Act
Achieve Goal
Research Evaluate Market Advise

How We Clarify
Interpret Recommend Plan Assist
Decisions Analysis Facilitate
Help Research Execution

Selected Marketing Research
Career Descriptions
Vice President of Marketing Research: The senior position in
marketing research. The vice president (VP) is responsible for the
entire marketing research operation of the company and serves on
the top management team. This person sets the objectives and goals
of the marketing research department.
Research Director: Also a senior position. The research director has
the general responsibility for the development and execution of all the
marketing research projects.
Assistant Director of Research: Serves as an administrative assistant
to the director and supervises some of the other marketing research
staff members.
(Senior) Project Manager: Has overall responsibility for design,
implementation, and management of research projects.
Statistician/Data Processing Specialist: Serves as an expert on
theory and application of statistical techniques. Responsibilities
include experimental design, data processing, and analysis.
Career Descriptions
.
Research Director
Vice President of Marketing
Research • Also part of senior
management
• Part of company’s top
management team • Heads the
development and
• Directs company’s entire market execution of all
research operation research projects
• Sets the goals & objectives of the

marketing research department Assistant Director of Research
• Administrative assistant to director
• Supervises research staff members
Senior Project Manager

• Responsible for design, implementation, &
research projects
Career Descriptions
Senior Analyst
• Participates in the development of projects
• Carries out execution of assigned projects
• Coordinates the efforts of analyst, junior analyst, & other personnel in the
development of research design and data collection
• Prepares final report
Analyst Statistician/Data Processing

• Handles details in execution of • Serves as expert on theory and
project application on statistical techniques
• Designs & pretests questionnaires • Oversees experimental design, data
• Conducts preliminary analysis of data processing, and analysis
Junior Analyst Fieldwork Director

• Secondary data analysis •Handles selection, training,
• Edits and codes questionnaires supervision, and evaluation of
• Conducts preliminary analysis of data interviewers and field workers

Marketing Research Suppliers & Services
• Internal suppliers
• External suppliers
– Full-service suppliers
• Syndicated services
• Standardized services
• Customized services
• Internet services
– Limited-service suppliers
• Field services
• Coding and data entry services
• Analytical services
• Data analysis services
• Branded marketing research products

Criteria for Selecting a Research Supplier
 What is the reputation of the supplier?
 Do they complete projects on schedule?
 Are they known for maintaining ethical standards?
 Are they flexible?
 Are their research projects of high quality?
 What kind and how much experience does the supplier
have? Has the firm had experience with projects similar
to this one?
 Do the supplier's personnel have both technical and non-
technical expertise?
 Can they communicate well with the client?
 Competitive bids should be compared on the basis of
quality as well as price.

Chain Restaurant Study
One day I received a

phone call from a
research analyst who
introduced himself as
one of our alumni.
He was working for a
restaurant chain in town
and wanted help
analyzing the data he
had collected while
conducting a marketing
research study.

When we met, he presented me with a copy of

the questionnaire and asked how he should
analyze the data. My first question to him was,

When he looked
perplexed, I
explained that
data analysis is not
an independent
exercise.
Rather, the goal of data analysis is to PROVIDE

INFORMATION RELATED TO THE PROBLEM
COMPONENTS.
I was surprised to learn that he
did not have a clear understanding
of the marketing research problem
and that a written definition did
not exist. So before going any
further, I had to define the
marketing research problem.
Once that was done, I found that

much of the data collected was not
relevant to the problem. In this
sense, the whole study was a waste
of resources. A new study had to be
designed and implemented to
address the problem defined.
The Problem Definition Process
Tasks Involved
Discussion Interviews Secondary Qualitative

with with Data Research
Decision Maker(s) Experts Analysis
Environmental Context of the Problem
Step I: Problem Definition

Management Decision Problem
Step II: Approach to the Problem
Analytical Specification
Objective/ Model: Verbal, Research of
Theoretical Hypotheses
Graphical, Questions Information
Foundations
Mathematical Needed
Step III: Research Design

Tasks Involved in Problem
Definition
• Discussions with Decision Makers
• Interviews with Industry Experts
• Secondary Data Analysis
• Qualitative Research

The Problem Audit
The problem audit is a comprehensive
examination of a marketing problem with the
purpose of understanding its origin and nature.
1. The events that led to the decision that
action is needed, or the history of the
problem.
2. The alternative courses of action available
to the DM.
3. The criteria that will be used to evaluate the
alternative courses of action.

4. The potential actions that are likely to be
suggested based on the research findings.
5. The information that is needed to answer the
DM's questions.
6. The manner in which the DM will use each
item of information in making the decision.
7. The corporate culture as it relates to decision
making.

The Seven Cs of Interaction
The interaction between the DM and

the researcher should be
Characterized by the seven Cs:
1. Communication
2. Cooperation
3. Confidence
4. Candor
5. Closeness
6. Continuity
7. Creativity
Factors to be Considered in the
Environmental Context of the Problem
PAST INFORMATION AND FORECASTS
RESOURCES AND CONSTRAINTS
OBJECTIVES
BUYER BEHAVIOR
LEGAL ENVIROMENT
ECONOMIC ENVIROMENT
MARKETING AND TECHNOLOGICAL

SKILLS
Management Decision Problem Vs.
Management Decision Problem Marketing Research Problem

Should a new product be To determine consumer preferences
introduced? and purchase intentions for the
proposed new product.

Should the advertising To determine the effectiveness
campaign be changed? of the current advertising
campaign.

Should the price of the To determine the price elasticity
brand be increased? of demand and the impact on sales
and profits of various levels of price changes.

Proper Definition of the Research Problem
Broad Statement
Specific Components

Department Store Project
Problem Definition
In the department store project, the marketing research problem
is to determine the relative strengths and weaknesses of Sears,
vis-à-vis other major competitors, with respect to factors that
influence store patronage. Specifically, research should provide
information on the following questions.
1. What criteria do households use when selecting department

stores?
2. How do households evaluate Sears and competing stores in
terms of the choice criteria identified in question 1?
3. Which stores are patronized when shopping for specific
product categories?
4. What is the market share of Sears and its competitors for
specific product categories?
5. What is the demographic and psychological profile of the
customers of Sears? Does it differ from the profile of customers
of competing stores?
6. Can store patronage and preference be explained in terms of
store evaluations and customer characteristics?
Components of an Approach
 Objective/Theoretical Foundations
 Analytical Model
 Research Questions
 Hypotheses
 Specification of the Information Needed

Models
An analytical model is a set of variables and
their interrelationships designed to represent, in
whole or in part, some real system or process.
In verbal models, the variables and their

relationships are stated in prose form. Such
models may be mere restatements of the main
tenets of a theory.

Graphical Models
Graphical models are visual. They are used to
isolate variables and to suggest directions of
relationships but are not designed to provide
numerical results.

Mathematical Models
Mathematical models explicitly specify the
relationships among variables, usually in
equation form.
n
y  a
0
 a x i i
i 1
Where
y = degree of preference
a= ,amodel parameters to be estimated

0 i
statistically

Development of Research
Questions and Hypotheses
Components of the
Objective/
Theoretical
Framework
Research Questions
Analytical
Model
Hypotheses

Research Questions and Hypotheses
• Research questions (RQs) are refined
statements of the specific components of the
problem.
• A hypothesis (H) is an unproven statement

or proposition about a factor or phenomenon
that is of interest to the researcher. Often, a
hypothesis is a possible answer to the research
question.

• RQ: Do the customers of Sears exhibit store
loyalty?
• H1: Customers who are store-loyal are less

knowledgeable about the shopping environment.
• H2: Store-loyal customers are more risk-averse

than are non-loyal customers.

Specification of Information Needed
Component 1
• The researcher identified the following factors as part of the
choice criteria: quality of merchandise, variety and assortment
of merchandise, returns and adjustment policy, service of
store personnel, prices, convenience of location, layout of
store, credit and billing policies. The respondents should be
asked to rate the importance of each factor as it influences
their store selection.
Component 2
• The researcher identified nine department stores as
competitors to Sears based on discussions with management.
The respondents should be asked to evaluate Sears and its
nine competitors on the eight choice criteria factors.

Component 3
• Sixteen different product categories were selected,
including women's dresses, women's sportswear,
lingerie and body fashion, junior merchandise, men's
apparel, cosmetics, jewelry, shoes, sheets and
towels, furniture and bedding, and draperies. The
respondents should be asked whether they shop at
each of the ten stores for each of the 16 product
categories.
Component 4
• No additional information needs to be obtained from
the respondents.
Component 5
• Information should be obtained on the standard
demographic characteristics and the
psychographic characteristics of store loyalty,
credit use, appearance consciousness, and
combining shopping with eating.

Component 6
• No additional information needs to be obtained
from the respondents.

Marketing research provides information to
help implement…
• The Study of Marketing

• The Use of the Marketing Concept
• Marketing Strategy
Let’s look at each of these in turn

help implement…
• Marketing: process of all activities necessary for

the conception, pricing, promotion, and
distribution of ideas, goods, and services to
create exchanges that satisfy individual and
organizational objectives

help implement…
• Marketing Concept: the business philosophy that

holds the key to achieving organizational goals
consists of determining the benefits sought by
target market members and delivering these
benefits more effectively & efficiently than
competitors. This is to be done at a “profit.”

help implement…
• Marketing Strategy: consists of selecting one or

more segments of the market as the company’s
target market(s) and designing the proper “mix”
of the “4Ps”

Thus MR helps in
Sales Research
• Sales Analysis by territory
• Sales Analysis by Product
• Sales Analysis by Customers
• Sales Forecasting

Product Research
• Concept Testing
• Product Testing
• Usage Test
• Test Marketing

Advertising Research
• Media Research
(a) Circulation Number
(b) Number of people exposed to media
(c) number of people buy the product
• Copy testing

Segmentation Targeting and
Positioning
• Bases of Segmentation
• Target Market
• Positioning of Product

Application of MR
• Traditional Applications: 4P (product, price,

promotion, Place)
• Contemporary Applications: Competitive
Advantage, Brand Equity, Customer
Satisfaction
Emerging Applications: database
marketing, Relationship Marketing

What is online research?
• Online research: the use of computer networks,

including the Internet, to assist in any phase of
the marketing research process including
development of the problem, research design,
data gathering, analysis, and report writing and
distribution

What is online research?
• Web-based research: research that is conducted

to evaluate various facets of Web applications;
may use traditional methods as well as on-line
research methods in conducting research on
Web-based applications
• Online survey research: collection of data using
computer networks

Overview of Marketing
Research Process
MR Process Evolves From Answers to

Five Key Questions
• Why should we do research?
• What research should be done?
• Is it worth doing the research?
• How should the research be designed to
achieve the research objectives?
• What will we do with the research?

Marketing Research in
Practice
Programmatic Research
• Develops market options through market segmentation,
market opportunity analysis, or consumer attitude and
product usage studies
Selective Research
• Tests different decision alternatives such as new product
testing, advertising copy testing, pre-test marketing, and
test marketing
Evaluative Research
• Evaluation of performance of programs

Information System
• A continuing and interacting structure of
people, equipment, and procedures,
designed to gather, sort, analyze,
evaluate, and distribute pertinent, timely,
and accurate information to decision
makers.

Databases
Contain 3 types of information:
• 1st type: Recurring day-to-day
information
• 2nd type: Intelligence relevant to the
future strategy of the
business
• 3rd type: Research studies that are
not of a recurring nature
Decision Support Systems (DSS)
• DSS models are developed and adapted to
support each firms own decision problems
• Used to retrieve data, transform it into usable
information, and disseminate it to users
• Allow managers to interact directly with
database
• To retrieve information
• Provides a modeling function to help interpret
information retrieved
Use of Information Systems (IS) in
Marketing Research
• IS emphasizes that market research

should part of systematic and
continuous effort to improve decision-
making process
• Marketing research used to close gaps
in data bank revealed by use of models
and IS

Marketing Decision Support
System
• Combines marketing data from diverse
sources into a single database, enabling
product managers, sales planners, market
researchers, financial analysts, and
production schedulers to share
information.

Marketing Decision Support Systems Cont..
Managers’ needs for decision relevant
information:
• Routine comparisons of current performance
against past trends on each of the key measures
of effectiveness
• Periodic exception reports to assess which sales
territories or accounts have not matched previous
years’ purchases
• Special analyses to evaluate the sales impact of
particular marketing programs, and to predict what
would happen if changes were made
Marketing Decision Support Systems
Cont..
Characteristics of MDSS:
• Interactive
• Flexible
• Discovery oriented
• User friendly

Marketing Decision Support Systems Cont..
Four components of MDSS:

• Database
• Reports and Displays
• Analysis capabilities
• Models

Information suppliers and
services
Information
Supplier
Corporate In- External
house Supplier Supplier
Structured Unstructured (one

(Independent or more MR
Department employees)
Customized Standardized Field Branded

Services Services Services Product/Services
Syndicated Selective
Services Services

Factors Influencing Choice of Information
Supplier
• Internal personnel may not have skills or

experience
• Outside help may be called to boost
internal capacity in response to urgent
deadline
• Often it is cheaper to go outside

Factors Influencing Choice of
Information Supplier (Contd.)
• Outside suppliers may have special
facilities or competencies which would
be costly to duplicate for a single study
• Political considerations
• Increased credibility of research used in
litigation or in proceedings before
regulatory or legislative bodies

Type and Nature of Services
Customized
– Work with individual clients
Syndicated
– Routinely collect information on several different issues
and provide it to firms that subscribe to their services
(e.g.,Nielsen television index)
Standardized
– Projects conducted in standard, prespecified manner and
supplied to several different clients. (e.g., Starch
readership surveys)

Type and Nature of Services (Contd.)
Field
– Suppliers concentrate only on collecting data for
research projects
Selective
– Specialize in just one or two aspects of marketing
research, mainly concerning data coding data, editing
or data analysis
Branded products / services
– Develop specialized data collection and analyses
procedures to address specific of research problems
that they market as branded products

Criteria For Selecting External Suppliers
Steps in deciding if supplier can deliver promised data,
advice, or conclusions:
1. A thorough search for companies with an expertise in the

area of study
2. Selection of a small number of bidders on basis of
recommendations of colleagues or others with similar needs
3. Personal interviews with potential project leaders, asking for
examples of previous work, their procedures for working with
clients, and they should provide references
4. Check of references on each potential supplier, with special
attention on expertise, creativity, and quality and adequacy of
resources available

International Marketing Research
Definition
• International Marketing Research can be
defined as marketing research conducted to
aid in making decisions in more than one
country
Function
• Provides a systematic, planned approach to
the research process
• Ensures all aspects of the research project
are consistent with each other
Thank You
Please forward your query
To: sonia23singh@gmail.com
CC: manoj.amity@panafnet.com
Copyright@ Amity University

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PAN African eNetwork Project

Bachelor of Finance and Investment

Prof- Sonia Singh

Copyright © Amity University

2) Definition of Marketing Research

3) A Classification of Marketing Research

4) Marketing Research Process

5) The Role of Marketing Research in Marketing

6) Marketing Research and Competitive Intelligence

7) The Decision to Conduct Research

Copyright © Amity University

Copyright © Amity University

The American Marketing Association (AMA)

The function that links the consumer, the

Copyright © Amity University

Used to identify and

Copyright © Amity University

• Manages and implements the data collection

• Analyzes the results

• Communicates the findings and their implications

• Helps managers use this information to make

Copyright © Amity University

Copyright © Amity University

Copyright © Amity University

Market Potential Research Segmentation Research

Copyright © Amity University

Copyright © Amity University

PRICING RESEARCH  Evaluation of advertising effectiveness

Copyright © Amity University

Copyright © Amity University

Step 2 : Development of an Approach to the Problem

Step 3 : Research Design Formulation

Step 4 : Fieldwork or Data Collection

Step 5 : Data Preparation and Analysis

Step 6 : Report Preparation and Presentation

Copyright © Amity University

Step 2: Developing an Approach to the Problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report

Copyright © Amity University

Copyright © Amity University

Research Evaluate Market Advise

Copyright © Amity University

• Sets the goals & objectives of the

Senior Project Manager

Analyst Statistician/Data Processing

Junior Analyst Fieldwork Director

Copyright © Amity University

Copyright © Amity University

Copyright © Amity University

One day I received a

Copyright © Amity University

When we met, he presented me with a copy of

Copyright © Amity University

Rather, the goal of data analysis is to PROVIDE

Once that was done, I found that

Discussion Interviews Secondary Qualitative

Environmental Context of the Problem

Step I: Problem Definition

Marketing Research Problem

Step II: Approach to the Problem

Step III: Research Design

Research Methodology & Report Preparation 1

Research Methodology & Report Preparation 1