Lecture Marketing management: Chapter 3 – Nguyễn Thị Trang Nhung

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Conducting
Marketing Research


Chapter Questions
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What constitutes good marketing research?
What are the best metrics for measuring
marketing productivity?
How can marketers assess their return on
investment of marketing expenditures?

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Introduction
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The marketing environment is changing:
 From local to national to global marketing
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From buyer needs to buyer wants



From price to nonprice competition



The need for real-time market information is
greater than at any time in the past

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Venus Razor

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What is Marketing Research?
Marketing research is the systematic design,
collection, analysis, and reporting of data
and findings relevant to a specific
marketing situation facing the company.

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Types of Marketing Research Firms
Syndicated

Firms gather consumer and
trade information, which they
sell for a fee
Nielsen Media research
These firms are hired to carry
out specific project

Custom
They design research and
report finding
Providing specialized research
services

Specialty-line
They sell field interviewing
services to other firms
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The Marketing Research Process
Define the research problem and
objectives

Develop research plan

Collect information

Analyze information

Present findings
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Step 1: Define the Problem


Define the problem: What is research problem and Why
they conduct the research? Defining research problem
should not be broadly or narrowly

A case study:
American Airlines is constantly looking for new ways to serve its
passengers. One manager came up with the idea of offering phone
service. The other manager got excited about this idea. The marketing
manager volunteered to do some preliminary research. He conducted a
major telecommunications company to find out the cost of providing this
services on B 747 coast to coast flights. The telecommunications
company said that the equipment would cost the airline about $1000 a
flight. The airline could break even if it charged $25 a phone call and at
least 40 passengers made calls during the flight. The marketing

manager then asked the company’s marketing research manager to
find out how air travelers would respond to this new service.
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Step 1: Define the Problem
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“Find out everything about air traveler’s needs”.
“Find out if enough passengers aboard a B747 flying
between the East Coast and West Coast would be
willing to pay 25 USD to make a phone call so that AA
would break even on the cost of offering this service
“Will offering an in-flight phone service create
incremental preference and profit for AA to justify its
cost again other possible investments American might
make?”

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Step 1: Define the Problem

Research objective statement:

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1.

2.
3.

4.

5.
6.

What are the main reasons that airline passengers place phone
calls while flying?
What kinds of passengers would be the most likely to make calls?
How many passengers are likely to make calls given different piece
levels?
How many extra passengers might choose American because of
new service?
How much long-term good will this service add to AA image?
How important is phone service relative to improving other factor
such as flight schedules, food quality and baggage handdling?

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Types of Research
Exploratory

-To shed light on real natural of the problem
- Suggesting possible solutions or new idea

Descriptive

-Using descriptive data analysis

Causal

-Causal and effect relationship

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Step 2: Develop the Research Plan

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Data sources
Research approach
Research instruments
Sampling plan

Contact methods

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Data sources

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Research Approaches
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Observational and ethnographic
Focus group
Survey
Behavioral
Experimental

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Research approach




Observational research
 Observing the relevant actors and settings
 For example: Observing the different carriers
of AA at airport, airline office,...in competitor’s
Focus group
 Inviting 6-10 people working in few hours
with a skilled moderator
 Discuss about products, service,
organization and other marketing entity
 This group is facilitated by a skilled
moderator

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Research approach


Focus group – remember
 The skilled moderator must be:
 Objective

 Knowledgeable
 skilled in group dynamic


The discussion must be:
 Recorded by possible equipment
 Oriented on consumer belief, attitude,
behavior

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Focus Groups

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Research approach
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

Survey research
 It’s the best suited for descriptive research
Behavioral data:
Customer’s behavior traces recorded by


store scanning data, catalog purchase
record and customer databases
Focus on the brand they use, price they

don’t buy….

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Research Instruments
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Questionnaires
Qualitative Measures
Technological Devices

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Qualitative Techniques
Word Associations
Visualization
Projective Techniques

Laddering

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Questionnaire Do’s and Don’ts
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Ensure questions are
free of bias
Make questions simple
Make questions specific
Avoid jargon
Avoid sophisticated
words
Avoid ambiguous words

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Avoid negatives
Avoid hypotheticals
Avoid words that could
be misheard
Use response bands
Use mutually exclusive
categories
Allow for “other” in fixed
response questions

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Question Types - Dichotomous
In arranging this trip, did you contact
American Airlines?
 Yes  No

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Question Types – Multiple Choice
With whom are you traveling on this trip?
 No one
 Spouse
 Spouse and children
 Children only
 Business associates/friends/relatives
 An organized tour group
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Question Types – Likert Scale
Indicate your level of agreement with the
following statement: Small airlines generally
give better service than large ones.
 Strongly disagree
 Disagree
 Neither agree nor disagree
 Agree
 Strongly agree
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Question Types –
Semantic Differential
American Airlines

Large ………………………………...…….Small
Experienced………………….….Inexperienced
Modern……………………….…..Old-fashioned

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