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    Marketing Management With Dr. Rizwan Ali The University of Lahore

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    Aqib Latif
    The document outlines the 6 step marketing research process: 1. Define the problem and research objectives. 2. Develop the research plan including data sources, approaches, instruments, sampling, and contact methods. 3. Collect the information by executing the research plan. 4. Analyze the collected information through tabulation, distributions, and statistics. 5. Present the findings to management related to the defined problem. 6. Allow management to make the final decision based on the research findings.

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    Marketing Management With Dr. Rizwan Ali The University of Lahore

    Uploaded by

    Aqib Latif
    13 views16 pages
    The document outlines the 6 step marketing research process: 1. Define the problem and research objectives. 2. Develop the research plan including data sources, approaches, instruments, sampling, and contact methods. 3. Collect the information by executing the research plan. 4. Analyze the collected information through tabulation, distributions, and statistics. 5. Present the findings to management related to the defined problem. 6. Allow management to make the final decision based on the research findings.

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    Final Term Slides 3

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    The document outlines the 6 step marketing research process: 1. Define the problem and research objectives. 2. Develop the research plan including data sources, approaches, instruments, sampling, and contact methods. 3. Collect the information by executing the research plan. 4. Analyze the collected information through tabulation, distributions, and statistics. 5. Present the findings to management related to the defined problem. 6. Allow management to make the final decision based on the research findings.

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    © All Rights Reserved
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    Download as pptx, pdf, or txt
    13 views16 pages

    Marketing Management With Dr. Rizwan Ali The University of Lahore

    Uploaded by

    Aqib Latif
    The document outlines the 6 step marketing research process: 1. Define the problem and research objectives. 2. Develop the research plan including data sources, approaches, instruments, sampling, and contact methods. 3. Collect the information by executing the research plan. 4. Analyze the collected information through tabulation, distributions, and statistics. 5. Present the findings to management related to the defined problem. 6. Allow management to make the final decision based on the research findings.

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    © All Rights Reserved
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    Download as pptx, pdf, or txt
    of 16

    Marketing Management

    with Dr. Rizwan Ali

    Lahore Business School (LBS)


    The University of Lahore
    Ph,D (Management Science), China
    [email protected]
    0300-8888916
    The Marketing Research System
    Concept


    Marketing Research: the systematic
    design, collection, analysis, and
    reporting of data and findings relevant
    to a specific marketing situation facing
    the company.

    2
    The Marketing Research Process
    Schematic

    Step 1 Step 6
    Define the problem and
    research objectives Make the decision

    Step 5
    Step 2 Present the findings
    Develop the Research plan

    Step 3 Step 4
    Collect the information Analyze the information

    3
    The Marketing Research Process
    Step 1: Define the Problem and Research objectives


    Marketing Management defines the problem


    Not too broad
    What features should be in our new blackberry model

    Not too narrow
    Should the internet connectivity be through 4G if we increase plan
    price by 45%


    Balanced, well-thought and result-oriented
    What should be enhancements in camera, internet and
    messenger services compared to existing blackberry
    4
    The Marketing Research Process
    Step 2: Develop the Research plan


    Most efficient plan for gathering
    information

    Decisions for:

    Data sources

    Research Approaches

    Research Instruments

    Sampling Plan

    Contact Methods

    5
    The Marketing Research Process
    Step 2: Develop the Research plan (…contd.)


    Decisions for:

    Data sources
     Secondary data – collected for another purpose
    Readily available | Good starting point | Low cost
    Research from past models | competitor analysis

     Primary data – specifically for this project


    Focus of Main research | critical information
    Needs to be designed completely based on given
    problem
    6
    The Marketing Research Process
    Step 2: Develop the Research plan (…contd.)

    Decisions for:

    Research Approaches
     Observational Research
    Unobtrusive observing of customers
    (video/voice recorder at service desk selling Blackberry)
     Focus Group Research
    Gathering of consumers for discussing the problem. Carefully selected and observed
    (existing customers of blackberry services can be invited)
     Survey Research
    Learning more about consumers. Mass activity
    (A survey among existing blackberry users)
     Behavioral data
    Purchasing behavior data or usage data or preference data
    (Data from datacenters showing what is usage of different functions)
     Experimental Research
    A small activity emulating real product/service and getting feedback
    (Few prototypes given to selected consumers and their behavior/feedback is observed)

    7
    The Marketing Research Process
    Step 2: Develop the Research plan (…contd.)


    Decisions for:

    Research Instruments
     Questionnaires
    A set of questions | carefully developed and tested before circulation
    Closed-end questions: MCQs | Open-ended questions: descriptive
    (A questionnaire developed for users)
     Qualitative measures
    Qualitative analysis of consumers’ behaviors, activities and interpretation.
    May involve psychological tests related to product and their reactions.
    Possible only for very small group (observe consumers using phones)
     Mechanical devices
    Devices (galvanometers, eye cameras) to observe user’s reaction on
    exposed to product
    (view user’s experience on seeing a prototype)

    8
    The Marketing Research Process
    Step 2: Develop the Research plan (…contd.)

    Decisions for:

    Sampling Plan
     Sampling Unit
    Who is to be surveyed
    Based on product, problem etc. decision about who is going to form sample
    (High-end users, corporate clients, access to data networks)
     Sample size
    How many people to be surveyed
    Again based on requirements, budget etc.
    General rule: Larger sample => better results
    (e.g. Total Blackberry user base in Pakistan: 100,000, Sample: 1,000)
     Sampling Procedure
    How respondents shall be chosen
    Probability sampling (simple random, stratified random(arranged separate layer), cluster
    sample)
    Non-probability sampling (Convenience, judgment, quota)
    (convenience and judgment sampling for blackberry users)

    9
    The Marketing Research Process
    Step 2: Develop the Research plan (…contd.)

    Decisions for:

    Contact Methods
     Mail Questionnaire
    Access to people who cannot or do not want to be interviewed
    Simple questionnaire is to be used
    Very low response rate
    (send a questionnaire to existing user with monthly invoice)
     Telephonic interview
    Quick and convenient. Questions might be clarified easily
    Response rate is good | but cannot be too long or personalized
    (e.g. make a call to 500 of Blackberry users and take 1-2minutes interview)
     Personal interview
    Most versatile and elaborate method
    Most expensive and requires lot of administrative work
    Arranged (meeting) | Intercept (in malls etc)
    (Interviewing at service centers when user is there for some other purpose)
     Online interview
    Efficient and highly used
    inexpensive | faster | More ‘honesty’ | Versatile using technology
    Small and skewed sample | technological problems
    (Use online advertising or even website to request a survey)

    10
    The Marketing Research Process
    Step 3: Collect the information

    This is the execution of Step 2

    Most expensive and most prone to error


    Errors can be:

    Respondents not available. Need to re-engage
    (typical for high-end clients)

    Respondents refuse to cooperate
    (typical for high-end clients)

    Give dishonest or biased answers
    (biased because of very recent experience)

    Interviewers can be biased or dishonest
    (just filling false information)


    Still: Getting the right respondents is critical

    11
    The Marketing Research Process
    Step 4: Analyze the information


    Data tabulation

    Frequency distributions

    Statistical analysis

    Discover!

    12
    The Marketing Research Process
    Step 5: Present the Findings


    Researchers’ findings

    Related to management’s defined problem

    Irrelevant information not required
    (Give a finding of what features are wanted by what kind of
    customers-users, new users, age-wise etc.)

    13
    The Marketing Research Process
    Step 6: Make the Decision


    Management’s task

    Based on what researcher has provided

    (Marketing and Product Development team takes the final


    decision based on available results and information)

    14
    The Marketing Research Process
    Overcoming barriers to use of Marketing Research


    Narrow conception of research

    Uneven (or even low) caliber of researchers

    Poor farming of the problem

    Late and occasionally erroneous findings

    Personality and presentational differences

    15

    Thanks

    16

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