PRESENTATION 1
Module 1
BASICS OF
MARKETING RESEARCH
SIGRID ANN VILLANUEVA-JAO, PhD
Associate Professor II
MKM 121 – Marketing Research
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.
Several Aspects of Malhotra’s
Definition of Marketing Research
SYSTEMATIC OBJECTIVE PROCESS
Classification of Marketing Research
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.
Problem Solving Research
• Research undertaken to help solve specific marketing
problems. Examples: segmentation, product, pricing,
promotion, and distribution research.
Marketing
Research
Problem Problem
Identification Solving
Research Research
• Market Potential Research • Segmentation
• Market Share Research Research
• Image Research
• Market Characteristics • Product Research
• Pricing Research
Research
• Forecasting Research • PromotionResearch
• Business Trends • DistributionResearch
Research
Difference Between
Marketing Research and
Business Research
Marketing
Marketing refers to activities a company
undertakes to promote the buying or selling
of a product or service.
It includes advertising, selling, and delivering
products to consumers or other businesses.
The marketing mix refers to the set of
actions, or tactics, that a company uses to
promote its brand or product in the market.
Business
▪ As old as human civilizations.
▪ For as long as people have needs and wants there will always be business.
▪ It is an activity that is part and parcel of human society.
▪ Business is a complex enterprise that involves major activities like
purchasing, manufacturing, marketing, advertising, selling, and
accounting.
Research
▪ is systematic, controlled, empirical, and critical investigation of
hypothetical propositions about the presumed relations among natural
phenomena (Kerlinger, 1973, p. 11).
▪ is something that people undertake in order to find out things in a
systematic way, thereby increasing their knowledge. (Saunders, Lewis &
Thornhill, 2009, p. 5).
▪ is any organized inquiry carried out to provide information for solving
problems. (Cooper & Schindler, 2014, p. 23)
Marketing Research Business Research
▪ is the systematic and objective ▪ is a systematic inquiry that
identification, collection, provides information to guide
analysis, dissemination, and use managerial decisions. More
of information for the purpose specifically, it is a process of
planning, acquiring, analyzing,
of improving decision making and disseminating relevant data,
related to the identification and information, and insights to
solution of problems and decision makers in ways that
opportunities in marketing. mobilize the organization to take
(Malhotra, 210, p.7) appropriate actions that, in turn,
maximize performance. (Cooper
& Schindler, 2014, p. 4)
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
Sources of Information
Information
USED TO IDENTIFY AND DEFINE GENERATE, REFINE, AND MONITOR MARKETING IMPROVE UNDERSTANDING OF
MARKET OPPORTUNITIES AND EVALUATE MARKETING PERFORMANCE MARKETING AS A PROCESS
PROBLEMS PERFORMANCE
Sources from Where Marketing Information is Collected
Secondary
Information
Source of Communicating
Simulation Marketing or Observing
Respondents
Information
Experiments
Careers in Marketing
Research
Selected Marketing Research Description
End of Module 1
UP NEXT!
PRESENTATION 2: Module 2 Research Design
Salamat at Ingat!
