ADM2320 Chapter 4 Marketing Research
Consists of a set of techniques and principles for systematically collecting, recoding,
analyzing and interpreting data that can aid decision makers involved in marketing
goods, services or ideas.
The Marketing Research Process
Step 1: Defining the Objectives and Research Needs
What information is needed to answer specific research questions?
How should that information be obtained?
Step 2: Designing the Research Project
Identify the type of data needed to determine the type of research necessary
to collect it.
Secondary data: Pieces of information that have been collected prior to the
start of the focal project.
Syndicated data: Data available for a fee from commercial research firms.
Primary data: Data collected to address the specific research
needs/questions currently under investigation. Include focus groups, in-
depth interviews, and surveys.
Reliability: The extent to which the same result is achieved when a study is
repeated under identical situations.
Validity: The extent to which a study measures what it is supposed to measure.
Sample: A segment or subset of the population that adequately represents
the entire population of interest.
Sampling: The process of picking a sample.
Step 3: Collect Data Using Exploratory Research
How can a firm use exploratory research to uncover consumers’ attitudes
toward their product/service?
o Observation: entails examining purchase and consumption behaviors
through personal or video camera scrutiny.
o In-depth interview: trained researchers ask questions, listen to and
record the answers, and then pose additional questions to clarify or
expand a particular issue.
o Focus Group: a small group of persons comes together for an in-