Marketing Research 7th Edition Alvin C. Burns & Ronald F. Bush Chapters 3, 4, 5, 6, 7, 8, 9, 12, 14, 15
Chapter 3 – The Marketing Research Process and Defining the
Problem and Research Objectives
The Marketing Research Process
Understanding and adhering to this process provides researcher with direction. I provides a road map
for planning a research project. The researcher knows what tasks to complete and in what order.
Not all studies use all 11 steps. These steps are also not always followed in order because they are
often interrelated and as researcher move through the process it may be determined that the
research objectives should be changed.
1: ESTABLISH THE NEED FOR MARKETING RESEARCH
The need for marketing research arises when managers must make decisions and they have
inadequate information. Not all decisions require marketing research. Managers must weigh the
value that may be derived from conducting marketing research.
Company policy dictates the use of marketing research. In some firms, marketing research is not
used. Managers rely on intuition. In others, marketing research is used only on an as-needed basis or
is conducted periodically or routinely.
Marketing research may not be needed for multiple reasons:
The information is already available.
The timing is wrong to conduct marketing research. Timing is critical and sometimes there is
not enough time to conduct marketing research
Funds are not available. Research can be expensive.
The cost outweigh the value of marketing research. If costs outweigh the value of research, it
should not be undertaken. However, value is difficult to estimate.
1
, Marketing Research 7th Edition Alvin C. Burns & Ronald F. Bush Chapters 3, 4, 5, 6, 7, 8, 9, 12, 14, 15
2: DEFINE THE PROBLEM
This is the most important step, because if the problem is incorrectly defined, all else is wasted
effort. We view “the problem” as a statement of decision alternatives. The need to make a decision
requires decision alternatives. If there are no alternatives, no decision is necessary.
3: ESTABLISH RESEARCH OBJECTIVES
Research objectives tell the researcher exactly what he or she must do to obtain the information
necessary to allow the manager to choose between the decision alternatives. This provides the
information necessary to choose between the decision alternatives identified in step 2.
4: DETERMINE RESEARCH DESIGN
Research design = the approach undertaken to meet the research objectives
Descriptive research = the goal is to describe marketing phenomena
o Diagnostic research = determine sources of satisfaction and dissatisfaction
o Prescriptive research = provides information that allows the manager to best
remedy the dissatisfaction
Exploratory research = a form of casual, informal research that is undertaken to learn more
about the research problem, learn terms and definitions, or identify research priorities.
Causal research = attempt to uncover what factor or factors cause some event by the use of
experiments.
5: IDENTIFY INFORMATION TYPES AND SOURCES
There are two types of information: primary (information collected specifically for the problem at
hand) and secondary (information already collected). Secondary information should always be
sought first. If secondary data is not available or insufficient, primary data must be collected.
6: DETERMINE METHODS OF ACCESSING DATA
Four main choices:
1. Have a person ask questions
2. Use computer-assisted or direct questioning
3. Allow respondents to answer questions themselves without computer assistance
4. Use some combination of the previous methods =hybrid or mixed-mode studies)
7: DESIGN DATA COLLECTION FORMS
Questionnaire form = asking respondents questions
Observation form = observing respondents
8: DETERMINE SAMPLE PLAN AND SIZE
Marketing research studies are undertaken to learn about populations by taking a sample of that
population.
Population = the entire group about which the researcher wishes to make inferences based
on information provided by the sample data.
Sample plan = describe how each sample element, or unit, is to be drawn from the total
population.
Sample size = the number of elements of the population that are used to make up the
sample. The size determines how accurately your sample results reflect values in the
population
9: COLLECT DATA
Field Service Firms = Companies specialized in data collection
2
Chapter 3 – The Marketing Research Process and Defining the
Problem and Research Objectives
The Marketing Research Process
Understanding and adhering to this process provides researcher with direction. I provides a road map
for planning a research project. The researcher knows what tasks to complete and in what order.
Not all studies use all 11 steps. These steps are also not always followed in order because they are
often interrelated and as researcher move through the process it may be determined that the
research objectives should be changed.
1: ESTABLISH THE NEED FOR MARKETING RESEARCH
The need for marketing research arises when managers must make decisions and they have
inadequate information. Not all decisions require marketing research. Managers must weigh the
value that may be derived from conducting marketing research.
Company policy dictates the use of marketing research. In some firms, marketing research is not
used. Managers rely on intuition. In others, marketing research is used only on an as-needed basis or
is conducted periodically or routinely.
Marketing research may not be needed for multiple reasons:
The information is already available.
The timing is wrong to conduct marketing research. Timing is critical and sometimes there is
not enough time to conduct marketing research
Funds are not available. Research can be expensive.
The cost outweigh the value of marketing research. If costs outweigh the value of research, it
should not be undertaken. However, value is difficult to estimate.
1
, Marketing Research 7th Edition Alvin C. Burns & Ronald F. Bush Chapters 3, 4, 5, 6, 7, 8, 9, 12, 14, 15
2: DEFINE THE PROBLEM
This is the most important step, because if the problem is incorrectly defined, all else is wasted
effort. We view “the problem” as a statement of decision alternatives. The need to make a decision
requires decision alternatives. If there are no alternatives, no decision is necessary.
3: ESTABLISH RESEARCH OBJECTIVES
Research objectives tell the researcher exactly what he or she must do to obtain the information
necessary to allow the manager to choose between the decision alternatives. This provides the
information necessary to choose between the decision alternatives identified in step 2.
4: DETERMINE RESEARCH DESIGN
Research design = the approach undertaken to meet the research objectives
Descriptive research = the goal is to describe marketing phenomena
o Diagnostic research = determine sources of satisfaction and dissatisfaction
o Prescriptive research = provides information that allows the manager to best
remedy the dissatisfaction
Exploratory research = a form of casual, informal research that is undertaken to learn more
about the research problem, learn terms and definitions, or identify research priorities.
Causal research = attempt to uncover what factor or factors cause some event by the use of
experiments.
5: IDENTIFY INFORMATION TYPES AND SOURCES
There are two types of information: primary (information collected specifically for the problem at
hand) and secondary (information already collected). Secondary information should always be
sought first. If secondary data is not available or insufficient, primary data must be collected.
6: DETERMINE METHODS OF ACCESSING DATA
Four main choices:
1. Have a person ask questions
2. Use computer-assisted or direct questioning
3. Allow respondents to answer questions themselves without computer assistance
4. Use some combination of the previous methods =hybrid or mixed-mode studies)
7: DESIGN DATA COLLECTION FORMS
Questionnaire form = asking respondents questions
Observation form = observing respondents
8: DETERMINE SAMPLE PLAN AND SIZE
Marketing research studies are undertaken to learn about populations by taking a sample of that
population.
Population = the entire group about which the researcher wishes to make inferences based
on information provided by the sample data.
Sample plan = describe how each sample element, or unit, is to be drawn from the total
population.
Sample size = the number of elements of the population that are used to make up the
sample. The size determines how accurately your sample results reflect values in the
population
9: COLLECT DATA
Field Service Firms = Companies specialized in data collection
2
