4

Marketing Quality Circle

LEARNING OBJECTIVES
After reading this chapter, students
should:
1. Know what constitutes good
marketing research
2. Know what are good metrics for
measuring marketing productivity
3. Know how marketers can assess their
returns on investment of marketing
expenditures
4. Know how companies can more

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.

Types of Research

Qualitative research
Quantitative research

Types of Marketing Research Firms

Syndicated service
Custom
Specialty-line

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

Step 1: Define the Problem

Marketing managers and researchers

must work closely together to define

the problem and agree on research
objectives.
After the problem had been defined
carefully, the manager and researcher
must sat the research objectives.
A marketing research project might have

one of three types of objectives:

1.Exploratory research
2.Descriptive Research
3.Causal Research

Step 2: Develop the Research Plan

Data sources
Research approach
Research instruments
Sampling plan
Contact methods

Step 2: Develop the Research Plan

To meet the managers information

needs, the research plan can call for

gathering secondary data, primary data
or both.
Secondary dataInformation that

already exists somewhere , having been

collected for another purpose.
Primary dataInformation collected for

the specific purpose at hand.

Primary data collection

The company must also collect primary

data
Managers need to make sure that it
should be relevant, accurate, current
and unbiased.
To design a plan for primary data
collection a number of decisions should
be taken into consideration:

Cont.

Research Approaches

Observational
Research

Survey
Research

Experimental
Research

Cont.
Contact Methods

Mail

Telephone

Personal
Interviewing

Online
Marketing
research

Cont.

Research Instruments

Questionnaire

Mechanical
Devices

Question Types - Dichotomous

In arranging this trip, did you contact
American Airlines?
Yes No

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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
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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

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Hall
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Question Types Semantic Differential

American Airlines
Large ....Small
Experienced..Inexperienced
Modern...Old-fashioned

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Question Types Importance Scale

Airline food service is _____ to me.
Extremely important
Very important
Somewhat important
Not very important
Not at all important
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Question Types Rating Scale

American Airlines food service is _____.
Excellent
Very good
Good
Fair
Poor
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Question Types
Intention to Buy Scale
How likely are you to purchase tickets on
American Airlines if in-flight Internet
access were available?
Definitely buy
Probably buy
Not sure
Probably not buy
Definitely not buy
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Question Types
Completely Unstructured
What is your opinion of American Airlines?

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

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Question Types
Sentence Completion
When I choose an airline, the most
important consideration in my decision is:
__________________________________________
__________________________________________
__________________________________________
__________________________________________
__________________________________________
______________________________.

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Question Types
Story Completion
I flew American 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.
____________________________________________
____________________________________________
____________________________________________
____________________________________________
____________________________________________
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Question Types
Picture (Empty Balloons)

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Technological Devices
Galvanometers
Audiometers
Eye cameras

Sampling Plan
Three decisions
Sampling unit: Who is to be surveyed?
Sample size: How many people should be

surveyed?
Sampling procedure: How should the
respondents be chosen?

Table 4.2 Types of Samples

Probability
Samples
Simple random
Stratified random
Cluster

Nonprobability Samples
Convenience
Judgment
Quota

Types of
Marketing
Research Firms

Marketing
Research
Qualitative
research
Quantitati
ve research

Types of
Research

Data sources
Research approach
Research
instruments
Sampling plan
Contact methods

The Marketing
Research
Process

Define the problem

Specify decision alternatives
State research objectives
Exploratory research
Descriptive Research
Causal Research

Collect
information

Secondar
y Data
Primary
Organizatio
nal
Data
Culture

Research
Approaches

N 4
O
I er
S
S
pt
a
SE Ch

Probability
Samples
Non probability
Samples

Research
Instruments

Make decision

Mail
Telephone
Personal
interviewing
Online marketing
research

Sampling Plan

Present
findings

Observational
Survey
Experimental

Contact Methods

Analyze
information

Custom
Spirituality &
Organizational
SpecialtyCulture

line

Define the
problem
Develop
research plan

Syndicate
d service

Questionnaire
Mechanical Devices