MARKETING RESEARCH &
MARKETING DECISION MAKING
Dr. Menatalla KAOUD
PhD in Management Science (Marketing & Management
Information System)
EDGE Doctoral School (Nantes University, France)
Mkaoud@[Link]
1 TA Ibrahim WAFA
Entrepreneurship and Strategy
IWafa@[Link]
MARKETING RESEARCH
‘‘ TO MANAGE A BUSINESS WELL IS TO
MANAGE ITS FUTURE; AND TO MANAGE
THE FUTURE IS TO MANAGE
INFORMATION. ’’
– MARION HARPER, A LEADER IN THE
ADVERTISING INDUSTRY
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COURSE OVERVIEW
This course studies:
1. The role of research in the marketing process,
2. The different research methodologies (for
obtaining internal and external data)
3. The development of measurement techniques
(steps and processes involved in gathering,
analyzing and presenting data.)
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MARKETING RESEARCH
The role of research in the marketing process
Relevant information ➔ Make the right decision
A good marketing strategy
(an effective action plan)
The right product mix
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➔ Achieve The maximum profit potential
and sustain the business
MARKETING RESEARCH
The role of research in the marketing process
Strategic Marketing (a marketing strategy)
Increase Market Share (…competitiveness)
Or enter a new a market (local / international)
(+ Project feasibility studies)
Launch a new product or service
Improve existing products or services
(customer satisfaction)…
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ASSIGNMENT 1
Today, we discussed many examples why and how companies
or brands use market intelligence (information) in their
marketing strategy to make the right product mix in order to
sustain their business.
For your first assignment, please write an example showing
me how companies used market intelligence (relevant
information concerning their markets) in their marketing
strategy (4ps) to improve existing products or services,
or to launch a new product or service, or to increase its
market share, or to overcome a competitive threat, or
to sustain its international presence, etc.
Please note that you should write your references.
Assignments should be submitted in Moodle.
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Submission deadline: Monday 18th October midnight.
THE MARKET RESEARCH PROCESS
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THE MARKET RESEARCH PROCESS
Design & Visualize &
Define Determine Sampling
Prepare Analyze Communicate
objective & Research & Data
Research Data
Problem Design Collection Data
Instrument
For more info. : [Link]
THE MARKET RESEARCH PROCESS
YOUR STARTING POINT..
Step 1 : Define Objective & Problem (or Opportunity)
Defining the problem you need to solve will determine
what information you need
and how you can get that information.
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THE MARKET RESEARCH PROCESS
Step 2 : Determine Your “Research Design”
It is time to plan out the type of research that will
best obtain the necessary data..
➢Qualitative Research Vs Quantitative Research
Or Mixed Research ?
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THE MARKET RESEARCH PROCESS
Step 2 : Determine Your “Research Design”
➢ Qualitative Research
Qualitative Research is primarily exploratory
research.
It is used to gain an understanding of underlying
reasons, opinions, and motivations. It provides
insights into the problem or helps to develop
ideas or hypotheses for potential quantitative
research.
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It is also used to dive deeper into the problem.
THE MARKET RESEARCH PROCESS
Step 2 : Determine Your “Research Design”
➢ Qualitative Research
Qualitative data collection methods vary using
unstructured or semi-structured techniques.
Some common methods include focus groups (group
discussions), individual interviews, and
observations.
The sample size is typically small, and 12
respondents are selected to fulfil a given quota.
THE MARKET RESEARCH PROCESS
Step 2 : Determine Your “Research Design”
Qualitative data collection methods
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Focus group Interviews
THE MARKET RESEARCH PROCESS
Step 2 : Determine Your “Research Design”
➢ Quantitative Research
Quantitative Research is used to quantify the
problem by way of generating numerical data or
data that can be transformed into usable
statistics.
It is used to quantify attitudes, opinions,
behaviors, and other defined variables – and
generalize results from a larger sample
population. 14
THE MARKET RESEARCH PROCESS
Step 2 : Determine Your “Research Design”
➢ Quantitative Research
Quantitative Research uses measurable data to
formulate facts and uncover patterns in research.
Quantitative data collection methods are much
more structured than Qualitative data collection
methods.
= include various forms of surveys – online surveys,
online polls, longitudinal studies, etc.
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THE MARKET RESEARCH PROCESS
Step 2 : Determine Your “Research Design”
Quantitative data collection methods
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THE MARKET RESEARCH PROCESS
Step 2 : Determine Your “Research Design”
There are three classifications to consider :
1. Exploratory Research :
= The topic is not well defined or understood, your
hypothesis is not well defined, and your knowledge of a
topic is vague.
= Help you gain broad insights, narrow your focus, and
learn the basics necessary to go deeper.
= Common market research techniques include secondary
research, focus groups and interviews.
=Exploratory research is a qualitative form of research.
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THE MARKET RESEARCH PROCESS
Step 2 : Determine Your “Research Design”
There are three classifications to consider :
2. Descriptive Research :
= If your research objective calls for more
detailed data on a specific topic, you’ll be
conducting quantitative descriptive research.
= The goal of this form of market research is to
measure specific topics of interest, usually in a
quantitative way.
= Surveys are the most common research instrument
for descriptive research. 18
THE MARKET RESEARCH PROCESS
Step 2 : Determine Your “Research Design”
There are three classifications to consider :
3. Causal Research :
= The most specific type of research is causal
research, which usually comes in the form of a field test
or experiment.
= You are trying to determine a causal relationship
between variables.
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THE MARKET RESEARCH PROCESS
Step 2 : Determine Your “Research Design”
➔ Determine your market research method
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THE MARKET RESEARCH PROCESS
Step 2 : Determine Your “Research Design”
➔ Determine your market research method
Secondary Market Research
Secondary research is simply the act of seeking out existing
research and data.
Secondary data could be performance reports, corporate websites,
Twitter comments, journals, databases, and much more.
Your job as a secondary researcher is to find existing data that can
be applied to your specific project.
It is possible that you might not be able to find secondary data
that is suitable for your research needs. If that’s the case, you’ll
need to conduct your own primary research… 21
THE MARKET RESEARCH PROCESS
Step 2 : Determine Your “Research Design”
How you will identify and choose your sample ?
What will your final report look like?
= Based on that, you’ll be able to identify the types of
data analysis you’ll be conducting (simple summaries,
advanced regression analysis, etc.), which dictates the
structure of questions you’ll be asking.
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THE MARKET RESEARCH PROCESS
Design & Visualize &
Define Determine Sampling
Prepare Analyze Communicate
objective & Research & Data
Research Data
Problem Design Collection Data
Instrument
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For more info. : [Link]
YOUR PROJECT ..
Market Research Process
Marketing Plan (4ps)..
➔ THINK !
Project Groups (6 members)
You will introduce new product/ or service to the
market..
Or to your university..
Or for a company (launch a new product or service, ..)
Assignment 2 : Groups + Define objective/problem
(opportunity)+ project idea(product or service) + Think
for the Research Design (justification)
Deadline : Monday 25th October 2021- Midday 12 : 00 PM
Submission on Moodle / one group submission by the
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team leader
