Marketing Research Is Systematic and Objective
Marketing research aims to provide accurate information that reflects a true state of affairs and, thus, should be conducted impartially. While the researcher’s research philosophy always influences research, it should be free from personal or political biases or management.
Systematic planning is required at all stages of the marketing research process. The procedures followed at each stage are methodologically sound, well documented, and planned as much as possible. Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or hypotheses.
Problem Definition
The first step in any marketing research study is to define the problem while taking into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making. This stage involves discussion with the decision-makers, interviews with industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as focus groups. There are three types of objectives that can be deployed in marketing research.
1. Exploratory research
Used to define a problem or scout opportunities better. In-depth interviews and discussion groups are commonly used.
2. Descriptive research
Used to assess a situation in the marketplace (i.e., the potential for a specific product or consumer attitudes). Methods include personal interviews and surveys.
3. Causal research
Used for testing cause and effect relationships. Typically through estimation.
Development of an Approach to the Problem
includes formulating an objective or theoretical framework, analytical models, research questions, hypotheses, and identifying characteristics or factors that can influence the research design. This process is guided by discussions with management and industry experts, case studies and simulations, secondary data analysis, qualitative research, and pragmatic considerations.
Research Design Formulation
A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the required information. Its purpose is to design a study that will test the hypotheses of interest, determine possible answers to the research questions, and provide the information needed for decision making. Decisions are also made regarding what data should be obtained from the respondents (e,g, by conducting a survey or an experiment). A questionnaire and sampling plan are also designed to select the most appropriate respondents for the study.
The research plan outlines existing data sources and spells out the specific research approaches, contact methods, sampling plans, and instruments that researchers will use to gather data. This plan includes a written proposal that outlines the management problem, research objectives, information required, how the results will help management decisions, and the research budget.
Field Work or Data Collection
Fieldwork, or data collection, involves a field force or staff that operates either in the field, as in the case of personal interviewing (focus group, in-home, mall intercept, or computer-assisted personal interviewing), from an office by telephone (telephone or computer-assisted telephone interviewing/CATI), or through the mail (traditional mail and mail panel surveys with pre-recruited households). Proper selection, training, supervision, and evaluation of the field force helps minimize data-collection errors. In marketing research, an example of data collection is when a consumer goods company hires a market research company to conduct in-home ethnographies and in-store shop-along to collect primary research data.
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