Initial contact (1)
Research brief (2)
Research proposal (2/3)
Exploratory research
Main data collection stage (3/4)
Data analysis and interpretation (4)
Descriptive or experimental
The second stage
Objective - a firm decision is taken to go ahead with research. Commence detailed background studies and prepare data collection methods/instruments.
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
A marketing information system
Marketing environment
The company Customers Competitors Suppliers Distributors Economic Social Legal Technological Physical forces
Research proposal • What will be done • How much will it cost • How long will it take
Exploratory research • Literature review • Secondary sources • Publicly available data
research
Report writing and presentation (5)
CHANAKA JAYAWARDHENA
BSP 022 MARKETING MANAGEMENT
4
Marketing research - what is involved?
Preliminary stage
Objective is to identify/understand the research question and the background scenario
Initial contact
• Research brief • Background information • Sources of information • Scale of the project • The timetable
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
Qualitative methods •Consultation with experts •Observation
Stage three
The objective is to design the data collection instrument • Plan • Design • Ordering of topics • Types of questions • Wording and instructions • Layout • Scaling • Probes and prompts • Piloting (testing)
Lecture 5: Marketing Research
Lecture Objectives
Research - Why? Processes Involved Analysis Reporting
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
Marketing research
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
Marketing information system
Internal continuous data
Internal ad-hoc data
Environmental scanning
Marketing research external continuous data external ad-hoc data
Choose methods (channel where applicable) Decisions on Quantitative methods • Face to face interviews • Mail surveys • Telephone interviews • Internet surveys (email and web based)
Marketing decision-making
Strategic new products and markets competitive strategy
Tactical sales force monitoring advertising copy
2
The Marketing Research Process
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT

Identify population and select sample •Simple random sampling •Stratified random sampling •Cluster sampling
The provision of information about markets and the reaction of these various products, price, distribution and promotion actions.
Why is marketing research important? List 5 reasons