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Summary MARKETING RESEARCH SUMMARIES CHP 3

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detailed summary of the marketing textbook (marketing research 4th edition) for Bem 314 covers all the chapters contained in the book

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  • November 1, 2021
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BEM 314
Chapter 3: Overview of marketing research process

Introduction
 There is a logical sequence of steps to be followed in order to ensure that the
identified problem is solved
 Marketing research specifies what info is requires, selects the data collection
methods, implements and manages the data collection process, analyses the results
and communicates the findings and their implications to marketing management

The distinction between preliminary and formal marketing research
 There is no set procedure for the marketing research process, any research project
should consist of two distinct part: preliminary research investigation and formal
marketing investigation
 Preliminary research is undertaken to establish whether there is a need for research
and what type of research is required and to ascertain the feasibility and value of
conducting a formal research
 Besides normal cost-benefits analysis the decision to conduct formal research is also
influenced by nature of problem, the type of info required and the amount of info
available
 Marketing problems encountered by researcher can be represented on a continuum
with certainty and ambiguity at opposite ends
 Each point on the continuum has an influence on the type and extent of preliminary
and or formal research that needs to be done
 Three positions on the continuum:
1. Certainty
- All required info is available and accessible
- Problem clearly defined and answers are easily obtained
- Formal research not needed
2. Uncertainty
- Basic problem is understood but insufficient info available about alternatives
and solutions
- More effort is needed to gain greater clarity
3. Ambiguity
- Exact nature of problem is unclear and insufficient info available to solve
- Formal research is needed

Preliminary research
 the following steps are performed
1. Define the nature and extent of problem or opportunity
2. Develop hypothesis (depending on nature of problem)
3. Formulate a comprehensive research problem
4. Set research objectives
5. Determine research design, and prepare research proposal
6. Collect secondary data


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Created by: Sabrina Dias

,  To perform these steps a situational analysis or internal and external marketing
environment analysis is carried
 Creates a picture of internal and external situation surrounding problem
 Situational analysis gathers info about:
a) Marketing objectives and strategies – the product, distribution, price and
marketing communication strategy
b) Organizational resources – more specifically its weakness and strengths
c) Organization’s market – specific info about the consumers, market structure and
competitors
d) Situation in the external environment, including economic conditions, socio-
cultural factors, technology developments and government action
 Purpose of situational analysis – all secondary data is first researched
 Purpose of preliminary marketing investigation is precisely to research these
secondary sources of info

Formal marketing research
 If the problem is not solved a formal
investigation must be conducted
 After completing the preliminary
investigation, its often advisable to
anticipate the probable findings and
recommendations of the formal investigation
 Before starting, marketing management
must decide whether the formal
investigation is justified and whether they
have the means
 Marketing management may also face strong
opposition to a particular plan of action and
decide that a formal marketing investigation
cannot be justified economically
 A framework for the steps to be followed:
1. Select method of primary data collection
2. Design questionnaire
3. Conduct investigation
4. Process date
5. Analyze data
6. Interpret results and compile report

The marketing research process defined
 Marketing management is not always able to make meaningful and accurate
decisions with the available data
 Marketing research is used to collect and process data, which is when presented in a
useable and relevant way for the purpose of making decisions
 Key characteristics of formal scientific marketing research is that it is a systematic
process of collecting, analyzing and interpreting info
 American marketing association (AMA) defines marketing research process as: the
sequence of steps in the design and implementation of a research study, including

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Created by: Sabrina Dias

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