There has been much confusion about what marketing research and market research are. Marketing research has often been called market research. Many authors have been worried about the terminology, and they have even called their books different names like ‘research for marketing decision’ in other to overcome the problem. In this book the subject matter is referred to as marketing research. This book provides an introduction to the abilities necessary for conducting or commissioning such marketing research projects. It’s written for two target groups or audiences:
Undergraduate, HND in addition as postgraduate students in business and marketing research, and Practitioners wishing to understand more about marketing research, or people who need a practical, yet theoretically sound, reference.
Table of Contents
Preface
About the Author
CHAPTER 1: DESCRIPTION OF MARKETING RESEARCH
OBJECTIVES
MARKETING RESEARCH AND DECISION -MAKING
APPORTIONMENT OF MARKETNG RESEARCH
CUSTOMER OR MARKET RESEARCH
Limitations of Marketing Research
CHAPTER 2: THE PHASES OF THE MARKET RESERACH PROCESS
OBJECTIVES
Phase 1. Identify and define the opportunity or threat
Phase 2. Determine the objectives of the research
Phase 3. Design the research and the methods to be used
Phase 4: Collect the data
Phase 5: Analyze the data
Phase 6: Report on the finding
Chapter 3: RESEARCH BRIEFS AND PROPOSALS
OBJECTIVES
RESEARCH BRIEFS
RESEARCH PROPOSALS
CHAPTER 4: ORIGINS OF RESEARCH INFORMATION
OBJECTIVES
Primary Sources
Secondary Sources
LIBRARIES AND PROFESSIONAL ORGANISATIONS
Information sources for statistics
CHAPTER 5: RESEARCH DESIGN
OBJECTIVES
EXPLORATORY RESEARCH
Descriptive Research
CHAPTER 6: SAMPLING
OBJECTIVES
Key element involved in devising a sampling plan
THE SAMPLING FRAME
SAMPLING METHODS
SAMPLING IN PRACTICE
THE SIZE OF THE SAMPLE
CHAPTER 7: SURVEYS
OBJECTIVES
Postal surveys
PERSONAL INTERVIEWS
Telephone Surveys
SELF –ADMINISTERED SURVEYS
PANELS
SYNDICATED RESEARCH SERVICES
OMNIBUS STUDIES
INTERACTIVE RESEARCH
CHAPTER 8: QUESTIONNAIRES
OBJECTIVES
STRUCTURE OF THE QUESTIONNAIRE
Impact of survey method on questionnaire design
STAGES IN THE DEVELOPMENT OF A QUESTIONNAIRE
QUESTIONNAIRE DESIGN AND CONSTRUCTION
BIASED WORDS AND LEADING OR LOADED QUESTIONS
Computer-assisted questionnaires
INTRODUCING A QUESTIONNAIRE
RELIABILITY AND VALIDITY IN QUESTIONNAIRE DESIGN
CHAPTER 9: QUALITATIVE RESEARCH
OBJECTIVES
FOCUS GROUPS
OTHER GROUP RESEARCH METHODS
Industrial focus groups
Other Qualitative Research Methods
CASE STUDIES
Case study 1. Shopping Centre Project
Case Study 2: XY Motors
Case Study 3: The EB Company
Objectives and Core Topics
This guidebook aims to provide an accessible introduction to the essential methodologies and processes of marketing research, catering specifically to tertiary students and business practitioners who require a balance between theoretical depth and practical application in their decision-making processes.
- The foundational role of information in marketing decision-making and business risk mitigation.
- Comprehensive phases of the marketing research process, from identifying opportunities to reporting findings.
- Methodologies for primary and secondary data collection, including surveys, sampling techniques, and questionnaire design.
- Qualitative research approaches such as focus groups, depth interviews, and projective techniques.
- Practical guidelines for constructing research briefs, proposals, and handling the constraints of market research in real-world scenarios.
Excerpt from the Book
SAMPLING IN PRACTICE
So far we have examined some of the methods of applying sampling in a study. We now consider the choice of a sampling method.
Required precision is a factor in influencing the choice of sampling method. Getting a clear-cut answer about the most likely effect of a proposed price reduction on market share demands a sampling design where precision of results can be measured – some kind of probability sample. However, an exploratory study that is trying to obtain some rough idea about which price reduction method is most promising for further development and testing can use a non-probability sample. It would not be cost effective to spend additional money on a more precise sample. The availability of an appropriate sampling frame is another factor. Drawing a sample without a frame can be difficult and expensive.
Some factors specific to the study may dictate the form of data collection to be used, such as personal interviews in shopping precincts, postal questionnaire or telephone study. If the study requires the placement of a product with people for in-home trial, the telephone and postal methods (except in combination with other methods) are not feasible. These methods also cannot be used for testing television advertisements. However it the study intends to measure the number of people reached by a particular radio or television advertisement, the telephone procedure, with its easy access and low unit cost., may be the right method. On the other hand, if the study is aimed at measuring the readership of a publication, then a meeting between interviewer and respondent is essential to show and go through the publication. Finally, the cost of collecting the information has to match the value of the study to the sponsor.
Summary of Chapters
CHAPTER 1: DESCRIPTION OF MARKETING RESEARCH: Defines marketing research as a crucial fact-finding and forecasting function that supports organizational decision-making and risk management.
CHAPTER 2: THE PHASES OF THE MARKET RESERACH PROCESS: Outlines the systematic six-phase research process (DODCAR) from identifying an opportunity to reporting the final results.
Chapter 3: RESEARCH BRIEFS AND PROPOSALS: Details the essential components of preparing effective research briefs and proposals to align agency work with organizational goals.
CHAPTER 4: ORIGINS OF RESEARCH INFORMATION: Distinguishes between primary and secondary data sources and discusses the practical steps and considerations for systematic data collection.
CHAPTER 5: RESEARCH DESIGN: Explores the blueprint for research, focusing on exploratory and descriptive designs and their role in gaining insights or answering specific questions.
CHAPTER 6: SAMPLING: Examines various probability and non-probability sampling techniques, highlighting the importance of defining the population and minimizing sampling and non-sampling errors.
CHAPTER 7: SURVEYS: Discusses various primary data collection methods including postal, personal, telephone, and interactive surveys, weighing their respective advantages and limitations.
CHAPTER 8: QUESTIONNAIRES: Provides a comprehensive guide to designing, testing, and debugging questionnaires to ensure validity, reliability, and meaningful responses.
CHAPTER 9: QUALITATIVE RESEARCH: Focuses on qualitative methods like focus groups and depth interviews, emphasizing their role in uncovering subconscious consumer motivations.
Keywords
Marketing Research, Market Research, Decision-making, Primary Data, Secondary Data, Research Design, Sampling, Probability Sampling, Non-probability Sampling, Surveys, Questionnaires, Focus Groups, Qualitative Research, Quantitative Research, Research Ethics
Frequently Asked Questions
What is the primary focus of this guide?
The book provides a foundational guide for tertiary students and business practitioners on how to conduct and commission marketing research projects to support informed decision-making.
What are the core thematic areas covered?
The book spans the entire research lifecycle, including problem definition, research design, data collection methodologies, sampling techniques, questionnaire construction, and qualitative research methods.
What is the goal of marketing research according to the author?
The primary goal is to provide reliable information that reduces the risk and uncertainty inherent in business decisions, helping to optimize products and market positioning.
Which scientific methods does the book emphasize?
The text focuses on disciplined data collection and evaluation, covering both quantitative approaches (surveys, statistics) and qualitative approaches (focus groups, depth interviews).
What does the main body of the work address?
The main body systematically guides the reader through the stages of the research process, offering specific tools for survey administration, sample size determination, and the design of research proposals.
Which keywords characterize this publication?
Key terms include Marketing Research, Sampling, Questionnaire Design, Qualitative Research, Survey Methodology, and Decision-making.
Why is pretesting considered important for questionnaires?
Pretesting is vital to identify and correct potential faults in a questionnaire, such as vague instructions or logical flow issues, before the full-scale administration of the survey.
How should a researcher choose between probability and non-probability sampling?
The choice depends on the required precision and budget; probability sampling allows for the calculation of sampling error and is more rigorous, whereas non-probability methods are often more cost-effective for exploratory research.
- Quote paper
- Alfred Owusu (Author), 2020, Marketing Research. A Guidebook for Tertiary Students, Munich, GRIN Verlag, https://www.grin.com/document/931207
