Marketing 3 Cihan
Marketing 3 Cihan
Marketing 3 Cihan
Lecture 3
Marketing research
Daroon Faridun
[email protected]
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Session Objectives
Introduction to marketing
research
marketing research Process
•Research types
•Qualitative research
•Quantitative research
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Why Marketing Research? benefits
Marketing research facilitates
exchange by linking the marketer and
the customer through information.
Marketing research reduces decision-
making uncertainties
Marketing research helps to discover
new windows of opportunities
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Marketing research definition
Market research is the process of collecting,
analysing and presenting useful
information about consumers.
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Different Types of Marketing Research
Product
research
Consumer Promotion
research research
Marketin
g research
Macro /
Distribution
micro
research
research
Seles
research
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Marketing Research Process
Research Problem
Research Design
Data collection
Design sample
Collect data
Interpretation
Report
presentation
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1- Define the research problem
Specify the research objectives
Identify the consumer population of
interest
Place the problem in an
environmental context.
Disadvantages
1- it is often out of date
2- Problems of fit
3- Problems of accuracy
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Marketing research method
If we use primary data, we will have three
methods
1- Quantitative method
2- Qualitative method
3- Mix method
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Quantitative method
Quantitative research methodology deals
with areas that can be expressed in
numbers.
Such as survey
It will tell researchers, for example, what
proportion of the population drinks tea in
the mornings and what their ages and
occupations are; what it will not do very
easily is tell researchers why those people
prefer tea to coffee.
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Comparison of survey methods
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Survey/Questionnaire design
Questionnaire design can be a lengthy process for this
reason. The criteria for writing survey questions are as
follows:
• Questions need to be short, simple and unambiguous.
• Questions should not be leading – in other words they
should not direct the respondent towards a particular
answer.
• The questionnaire’s introduction should be persuasive
• Questions must be necessary and relevant to the
study.
• Questions must be specific.
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Qualitative method
Qualitative research methodology deals
with areas that cannot be expressed in
numbers.
Qualitative research will often tell
researchers why people behave in the way
they do, but since it usually consists of
subjective opinions it can be difficult to
quantify.
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Qualitative methods
There are numerous methods of qualitative
research such as : (data collection)
Interviews
Focus group
Experimentation
observation
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Interviews
Strengths
Interviewer can prompt the respondents
Flexible
Detailed responses
Allows probing
Respondents give full attention
Weakness
High cost
Time consuming
Risk of bias
Requires interview skills
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Focus groups
A group of six or eight people is recruited
and invited to talk about the subject. This
or focus group method tends to produce a
wide range of opinion, because each
member of the group will ‘trigger’ the
other members to think of things to say
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Focus groups
Advantages
Inexpensive
Quick
Range of attitudes
Detailed qualitative Information
Disadvantages
Need to build rapport
Need good control by the moderator
Some members may be inhibited
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3-Data collection
•Telephonic interviews
•Personal Interviews
•Online interviews
•Internet based survey
•Telephone survey
•Mail surveys
•Street surveys
• Focus group
• etc
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4- Design sample process
Define the target population
Determine the sampling frame
Select a sampling technique
Determine the sample size
Execute the sample process
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5- collect data
You can start to collect the data in the
specific place
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6- Interpretation
Quantitative analysis
•Data entry
•Tabulation
•Analyses
•Univarate analyses
•Multivariate analyses
•Interpretation of results
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6- Interpretation
Qualitative analysis
•Grounded theory
•Template analysis
•Discourse analysis
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7- Report presentation
Dependant on the type of research
If we have Quantitative research,
•Graphs and charts
•Numbers
and if we have Qualitative research
•Words and discussion
•Quotes
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Typical report
Typical report includes
•Executive summary
•Description of methodology
•Discussion of results
•Limitations of the study
•Conclusions and recommendations
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