Chapter 2: The Marketing Research Process
2.1. Marketing research process
2.2. Defining the problem
2.3. Research objectives
2.4. Research proposals
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2.1. Marketing research process
Steps in the Marketing Research Process
Step 1:
Step 3: Step 4:
Establish the Step 2:
Establish Determine
need for Define the
research research
marketing problem
objectives design
research
Step 6: Step 5:
Step 8: Step 7:
Determine Identify
Determine Design data
methods of information
the sample collection
accessing types and
plan and size forms
data sources
Step 11:
Step 9: Step 10:
Communicate
Collect data Analyze data
the insights
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2.2. Defining the problem
Steps in the Marketing Research Process
Step 1:
Step 3: Step 4:
Establish the Step 2: Step 5: Identify
Establish Determine
need for Define the information types
research research
marketing problem and sources
objectives design
research
Step 8: Step 7: Step 6:
Step 10: Step 9: Determine Design data Determine
Analyze data Collect data the sample collection methods of
plan and size forms accessing data
Step 11: Communicate
the insights
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Process for
Defining a
Problem
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2.3. Research objectives
Steps in the Marketing Research Process
Step 1:
Step 3: Step 4:
Establish the Step 2: Step 5: Identify
Establish Determine
need for Define the information types
research research
marketing problem and sources
objectives design
research
Step 8: Step 7: Step 6:
Step 10: Step 9: Determine Design data Determine
Analyze data Collect data the sample collection methods of
plan and size forms accessing data
Step 11: Communicate
the insights 8
Step 3: Establish Objectives
Research objectives state what the researchers must do
Research objectives, when achieved, provide the information necessary to solve the
problem identified in step 2
Research objectives are specific and tell the researcher exactly what information
must be collected to solve the problem by facilitating selection of an alternative.
They are goal-oriented statements or questions that specify what information is
needed.
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2.3. Research objectives
§ Specify from whom information is to be
gathered
§ Specify what information is needed
§ Specify the unit of measurement used to gather
information
§ Word questions used to gather information
using the respondents’ frame of reference
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Formulating Research Objectives as Statements or Questions
Problem Statement: The American Red Cross wishes to increase the number of American university students who donate
blood each year.
Formulating Research Objectives as Statements Formulating Research Objectives as Questions
To determine what college students see as the benefits What do college students see as the benefits of donating
of donating blood blood?
To determine what college students see as the obstacles What do college students see as the obstacles to
to donating blood donating blood?
To identify the incentives that would encourage students What incentives would encourage students to donate
to donate blood blood?
To distinguish the types of promotions that are most What types of promotions are most likely to attract
likely to attract college students college students?
To identify how the information defined from the How does the information defined from the previous
previous statements varies according to the questions vary according to the characteristics of college
characteristics of college students, including gender, students, including gender, class standing, type of
class standing, type of university attended, domestic university attended, domestic versus international
versus international student, and geographical region. student, and geographical region?
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Hypotheses and Constructs
Hypotheses are statements that are taken as true for the purposes of
argument or investigation.
A construct is an abstract idea or What is the unit of measurement?
concept composed of a set of attitudes
or behaviors that are thought to be What is the proper frame of
reference?
related. biến tiềm ẩn
Variables are elements of constructs that can be measured or
quantified
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Sample Key Performance Indicators (KPIs)
Marketing Objectives Sample K P I s
Brand awareness Ad recall, unique visitors, comments, referrals,
retail traffic
Engagement Likes, shares, blog comments, net promoter
score, bounce rate
Sales Market share, marketing penetration, orders,
revenue, growth, conversion
Return on investment Customer acquisition cost, marketing return on
investment, customer lifetime value
Quality control Returns, complaints, review scores
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2.4. Research proposals
Market Research
Proposal
§ The marketing research proposal
serves as the basis of a contract as it
documents what the marketing
researcher proposes to deliver to the
client for some consideration,
typically a fee.
§ When a client first contacts a
marketing research supplier to
conduct research, the client will
generally request a proposal prior to
agreeing to work with the firm in a
process called an invitation to bid
(IT B) or request for proposal (RF P) .
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Elements of the Marketing Research Proposal
1. Statement of • What is the overall problem that will be addressed?
the problem • What are the decision alternatives that will be assessed through the research?
2. The research
• What information will be collected? objective + question
objectives
• What methods will be used to conduct the research: exploratory, descriptive, or
causal? Will the research be qualitative, quantitative, or mixed method?
3. The research • What is the population, sample frame, sample size, sample method, incidence
method rate, and response rate? What will the measurement instrument look like? What
methods will be used to analyze the data?
• Which, if any, subcontractors will be used for what services?
• How and when will the research results be communicated?
4. Statement of
deliverables • By a written report? Through an oral presentation?
• Will there be meetings with clients to discuss implementation issues?
• What are the expenses for the project?
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5. Cost • Which expenses are paid in advance, and on what dates?
• Which subcontractors are to be paid directly by the client?
6. Timetable • On what dates will the different stages of the research project be completed?
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