BUSINESS RESEARCH

PROCESS

RESEARCH
The systematic and objective identification,
collection, analysis, dissemination, and use
of information for the purpose of assisting
management in decision making related to
the identification and solution of problems
and opportunities in marketing
Naresh K. Malhotra
Marketing Reserch: An Applied Orientation

RESEARCH

Def. - Formal communication link with the

environment to provide accurate and useful
information for better decision making.

Systematic process of specifying, collecting,

analyzing, and interpreting.

Useful for planning, problem-solving, and

controlling

APPLICATION OF MR

Marketing research activities can be divided

into four main strategic categories:
Market

Analysis

Identifying and evaluating opportunities

Competitive Analysis

Market

Segmentation

Analyzing market segments and selecting target markets

Marketing

Strategy Design

Planning and implementing a marketing mix

Analyzing

Marketing Performance

ROLE OF RESEARCH IN DECISION

MAKING
Customer Groups
Consumers
Employees
Shareholders
Suppliers

Controllabl
e
Marketing
Variables
Product
Pricing
Promotion

Distribution

Research
Assessing
Informatio
n Needs

Uncontrollab
le
Environment
al Factors

Providing
Informatio
n

Marketing
Decision
Making

Managers
Market Segmentation
Target Market Selection
Marketing Programs
Performance and Control

Economy
Technology
Competition
Laws and
Regulations
Social and
Cultural
Factors
Political
Factors

07/28/16

MANAGERIAL VALUE OF RESEARCH

Value
Relevance
Quality
Timeliness
Completeness

Data vs. Information vs. Knowledge

SCIENCE OR ART?

Objectivity of Investigator
Unbiased
Procedural integrity
Accurate reporting
Accuracy of Measurement
Valid and Reliable
Meaningful and useful
Appropriate design (sample, execution)
Open-minded to Findings
Willing to refute expectations
Acknowledge limitations

Problem
discovery

Problem Discovery
and Definition

Selection of
sampling
technique

Sampling
Selection of
exploratory research
technique

Secondary
(historical)
data

Experience
survey

Probability

Pilot
study

Case
study

Data
Gathering
Data
Processing
and
Analysis

Problem definition
(statement of
research objectives)

Experiment
Laboratory

Conclusions
and Report

Survey
Field

Interview

Collection of
data
(fieldwork)
Editing and
coding
data
Data
processing

Selection of
basic research
method

Research Design

Nonprobability

Questionnaire

Observation

Secondary
Data Study

Interpretation
of
findings

Report

THE RESEARCH PROCESS

1.
2.
3.
4.
5.
6.
7.

Define the Research Problem

Determine Research Design and Data Sources
Develop Sample Design and Sample Size
Develop Measurement Instruments
Collect and Prepare Data
Analyze and Interpret Data
Communicate Results

STEP 1: IDENTIFYING AND

FORMULATING THE RESEARCH
PROBLEM/OPPORTUNITY

Process begins with the recognition of a

problem or opportunity:
Problem: Set of circumstances in a market
and/or in the company that requires modified or
new marketing strategy to respond in a way that
will maintain or improve performance.
Market Opportunity: Set of circumstances in
a market that defines a situation in which a
company can improve performance by creating
modified or new marketing strategy.

STEP 2: DETERMINE THE

RESEARCH DESIGN AND DATA
Exploratory, Descriptive,
SOURCES
Causal
Secondary vs. Primary Data
Survey research
Observation research
Focus Groups
Experiments

STEP 3: DESIGN SAMPLE

Sample: a subset from a larger population
Probability vs. nonprobability sample
Number of respondents
Method of contact
Management of non-response
Detailed field instructions
Handling of data

STEP 4: DEVELOP MEASUREMENT

INSTRUMENTS
What observation form or questionnaire will be
best suit the needs of the project?
Anonymous? Confidential?
Structured vs. open-ended
What types of rating scales?
What is the layout going to look like?

STEP 5: COLLECT AND PREPARE

DATA
Editing and Coding
Data Entry
Data Cleansing
Summarization
Error Assessment
Reliability/Validity

STEP 6: ANALYZING THE DATA

Purpose of the analysis is to interpret and
draw conclusions from the mass of collected
data
Must select appropriate analytic tools to
match data, research objectives, and
information needs

STEP 7: COMMUNICATING RESULTS

Researchers must remember to speak in managerial
terms rather than in the terminology understood only
by research specialists
Reports should outline technical details of the
research project and methods in an appendix, if at all
Researchers should spell out their conclusions in
clear, concise, and actionable terms

Be open-minded to findings, be willing to refute expectations,

and acknowledge limitations.