MR-Ch-1-OVERVIEW OF MR

Chapter One: Introduction to Marketing Research

Learning Objectives

  • Describe the concept of marketing research.

  • Explain scientific research characteristics.

  • Identify types of research.

  • Characteristics of good research.

  • Steps in the marketing research process.

  • Role of marketing research.

  • Ethical aspects of marketing research.

1.1 Overview of Marketing Research

  • Importance: Vital for making informed decisions on marketing mix (product, price, place, promotion).

  • Definition: Different authorities define research as organized inquiries providing solutions to problems.

  • Market Research Definition:

    • Systematic inquiry for managerial problem-solving (Emory & Cooper).

    • A formal design for gathering, analyzing, and reporting information (Burns & Bush).

    • Links consumers, customers, and public to marketers through actionable information (AMA).

1.2 Scientific Research

  • Characteristics:

    • Involves objective observation and self-correction.

    • Utilizes systematic observation, classification, and interpretation of data.

Key Terms

  • Validity: Measures what it claims to measure.

  • Reliability: Repeatability of results.

  • Scientific vs. Nonscientific Methods:

    • Requires observable and measurable evidence.

    • Documenting and sharing data for verification by others is essential.

1.3 Types of Research

  1. Fundamental Research: Develops theoretical frameworks (e.g., natural phenomena).

  2. Applied Research: Solves immediate practical problems (e.g., identifying economic trends).

  3. Conceptual Research: Focuses on abstract ideas and concepts.

  4. Empirical Research: Data-based and verifiable conclusions.

  5. Experimental Research: Manipulates variables to observe effects.

  6. Quantitative Research: Measurement-based, focused on quantity.

  7. Qualitative Research: Explores qualitative aspects, like behavior.

  8. Descriptive Research: Describes current state without variable control.

  9. Exploratory Research: Clarifies problems, develops hypotheses.

  10. Causal Research: Examines cause-effect relationships.

  11. Analytical Research: Critical assessments of phenomena.

  12. Conclusion Oriented Research: Addresses specific issues voluntarily.

  13. Decision Oriented Research: Responds to pre-identified management problems.

  14. Motivational Research: Explores underlying motives using in-depth interviews.

1.4 Characteristics of Good Research

  • Clear purpose.

  • Detailed process.

  • Thorough research design.

  • Revealed limitations.

  • High ethical standards.

  • Adequate analysis relevant for decision makers.

  • Unambiguous findings.

  • Justified conclusions.

1.5 Role of Marketing Research

  • Provides relevant information for decision-making.

  • Identifies marketing opportunities and refines actions.

  • Monitors performance against standards.

  • Enhances understanding of marketing processes.

  • Reduces uncertainty and risk in business decisions.

1.6 Steps in Marketing Research Process

  1. Establish Need for Research: Continuous monitoring of the environment.

  2. Formulate Research Problem: Clearly define the problem; essential first step.

  3. Establish Research Objectives: Clearly state what the research aims to achieve.

  4. Determine Research Design: Specify sources and types of information.

  5. Prepare Research Plan: Decide on data sources, collection instruments, sample size, etc.

  6. Collect Data: Conducted by trained personnel, recognizing non-sampling errors.

  7. Analyze Data: Involves data cleaning, coding, tabulation, and statistical tests.

  8. Prepare and Present Final Report: Summarizes findings clearly for decision-makers.

1.7 Ethics in Research

  • Truthfulness: Prohibition of deception and fraud.

  • Thoroughness: Methodological integrity and full disclosure of procedures.

  • Objectivity: Researchers must be impartial and unbiased.

  • Relevance: Research should be significant and useful.

Ethical Responsibilities

  • Ethics towards clients: Confidentiality of results.

  • Ethics towards respondents: Safeguarding participant anonymity.

  • Ethics towards profession: Adherence to professional research standards.