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lOMoARcPSD|2646952MR – Lecture 1 – Marketing research process +
secondary data
Marketing Research = the systematic and objective identification, collection, analysis and
dissemination of information – for the purpose of improving decision making related to the
identification of problems and opportunities in marketing.
Market Research = the systematic and objective identification, collection, analysis and dissemination
of information – with respect to a particular market, where market refers to a specific customer
group, competition, or the industry in general.
(Market Research is a subset of Marketing Research)
Basic purpose of marketing research is to:
- Reduce uncertainty in decision making (e.g. opportunities and threats)
- Complete the marketing plan (e.g. segmentation, targeting, positioning)
- Improve quality of decision making
- Trace problems
- Understand changes
- Predict outcomes
Marketing research supplier
ESOMAR: European Society for Opinion and Marketing Research
- Association of research professionals
- Mission is to promote the use of opinion and market research for
improving decision-making in business and society world-wide
Marketing research process:
1. Problem definition
2. Development of an approach
3. Research design formulation
4. Fieldwork or data collection
5. Data preparation & analysis
6. Report preparation
1. Problem definition:
- Clarify the management decision problem
- Take into account: purpose, background information, information needed
- Define research problem and research questions
- Create mutual understanding and agreement
- Confirm info value
, lOMoARcPSD|2646952
- Should guide the researcher in proceeding with the project
Management Decision Problem vs. Marketing Research Problem:
- MDP:
o Asks what the decision maker needs to do
o Action oriented
- MRP:
o Asks what information is needed and how it should be obtained
o Information oriented
The Problem Definition Process: (Groningen example)
- MDP:
o What can we do to retain talented workforce?
o How can we make the city more attractive?
- MRP:
o How attractive is the city currently?
o What aspects influence the attractiveness?
o What aspects influence the choice of living location?
o How can these aspects be improved in Groningen?
- Tasks that are involved:
o Discussion with decision makers
o Interviews with experts
o Secondary data analysis
o Qualitative research
- Marketing problem Broad statement (use theory, literature, secondary data) Specific
components Hypotheses
o MRP Burger King (should be broad): Determine consumer evaluations of Burger King
and/or determine relative strengths and weaknesses compared to the main
competitors. [decreasing sales]
o MRP Veggie Queen: Determine consumers’ perceptions of and interest in the
restaurant chain. [ new innovation]
Primary data vs. Secondary data
Primary data Secondary data
Collected for Problem at hand Similar problems
Cost Expensive Inexpensive
Time Takes a long time Takes little time
Actuality Current Older
Confidentiality Given Not given
Scope Comprehensive Limited
Source Known Trusted
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Evaluation of Secondary Sources:
- Currency:
o How recent is the information?
o Are there more recent updates available?
- Reliability:
o Results free from bias?
o Is it balanced and evidenced?
o Are there sources for the data?
- Authority:
o Who is the author?
o What are his credentials?
- Purpose:
o Is it promotional or educational material?
o Are there advertisements on the website?
o Who is the intended audience?
2. Development of an approach:
- Object Objective or theoretical framework
o Which variables / construct should be investigated?
o Based on academic literature, general empirical findings
• The objective could be to provide initial insights into the preferences
, lOMoARcPSD|2646952
regarding quick and inexpensive vegetarian and vegan meals.
• Variables: 1. Frequency of visiting current fast food chains
• 2. Cooking enjoyment
• 3. Purchase intentions at Veggie Queen
- Analytical models
o Variables and their interrelationships
o Verbal, graphical, box and arrow, or mathematical
- Hypotheses
o Tentative statements about relationship between two or more variables
o A possible answer to each research question
o Can be tested empirically
• H1: The frequency of visiting current fast food chains is positively related to
purchase intentions at Veggie Queen
• H2: Cooking enjoyment is negatively related to purchase intentions at
Veggie Queen
Model = a stylized representation of reality that is easier to deal with for a specific purpose than
reality itself.
- Verbal model
o Sales of a new product often start slowly as “innovators” in the population adopt the
product. The innovators influence “imitators”, leading to accelerated sales growth.
As more people in the population purchase the product, sales continue to increase
but sales growth slows down.
- Box and arrow model
- Graphical model
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