Master of International Business Administration

Marketing Management-Spring 14077

Dr. Ahmed A. Shalaby




Presented by:


Ahmed Sherif Abdel Halim El Seddik

Aug 21, 2014
Ahmed Sherif Abdel Halim El Seddik, ESLSCA 45A, Marketing Management, #19
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Table of Contents
TABLE OF CONTENTS .............................................................................................................. 1
1) THE CASE ............................................................................................................................. 2
1.1. Case Definition ............................................................................................................... 2
1.2. Answer Methodolgy........................................................................................................ 2
2) Marketing Research Definition ............................................................................................ 2
3) Marketing Research Process ................................................................................................ 2
4) Definfition of Quantitative and Qualitative research ........................................................ 3
4.1. Quantitative Research ..................................................................................................... 3
4.2. Qualitative Research ....................................................................................................... 4
5) Integration Between Quantitative and Qualitative Research ........................................... 4
5.1. Steps of Integrating Quantitative and Qualitative Research ........................................... 4
5.2. Supporting Marketing Decision Making by ................................................................... 4
5.3. Applicaion ....................................................................................................................... 5



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1) The Case
1.1. Case Definition

How can we integrate quantitative and qualitative marketing research to support
marketing decision making?

1.2. Answer Methodology

Marketing Research definition (Introduction)
Draw The Marketing Research Process and the position of Taking
Decision step in this process.
Definition of the quantitative and qualitative research.
Supporting Decision Making by Integration between quantitative and qualitative
research.

2) Marketing Research definition (Introduction)

Marketing research is defined as the systematic design, collection, analysis, and reporting of
data and findings relevant to a specific marketing situation facing the company. Spending on
marketing research topped $28 billion globally in 2009, according to ESOMAR, the world
association of opinion and market research professionals. 5 Most large companies have their
own marketing research departments, which often play crucial roles within the organization.
Procter & Gambles Consumer & Market Knowledge (CMK) market research function has
dedicated CMK groups working for P&G businesses around the world to improve both their
brand strategies and program execution, as well as a relatively smaller, centralized corporate
CMK group that focuses on a variety of big-picture concerns that transcend any specific line of
business.
Marketing research, however, is not limited to large companies with big budgets and marketing
research departments. Often at much smaller companies, everyone carries out marketing
researchincluding the customers. Small companies can also hire the services of a marketing
research firm or conduct research in creative and affordable ways, such as:
1. Engaging students or professors to design and carry out projectsCompanies such
as American Express, Hilton Hotels, IBM, Mars.
2. Using the Internet A company can collect considerable information at very little cost
by examining competitors Web sites, monitoring chat rooms, and accessing published
data.
3. Checking out rivals Many small businesses, such as restaurants, hotels, or specialty
retailers, routinely visit competitors to learn about changes they have made.
4. Tapping into marketing partner expertise



3) The Marketing Research Process
Effective marketing research follows the six steps shown in below Figure as illustrated.




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4) Definition of the quantitative and qualitative research
Apparently after defining the problem and research objectives, as shown in the above
figure, we must develop the most efficient plan for gathering the needed information and
what that will cost. Suppose American made a prior estimate that launching in-flight
Internet service would yield a long-term profit of $50,000. If the manager believes that
doing the marketing research will lead to an improved pricing and promotional plan and a
long-term profit of $90,000, he should be willing to spend up to $40,000 on this research. If
the research will cost more than $40,000, its not worth doing. To design a research plan,
we need to make decisions about the data sources, research instruments, sampling plan,
contact methods and most important element research approaches which can divided into 2
main approaches as follows:


4.1. Quantitative Research

It is structured, formal and characterized by large sample size, using quantitative
research method, such as formative surveys or available secondary research, when
you need concrete numbers that measure information about a particular target
market or a component of your marketing strategy. Everyone gets asked the same
questions and the possible answers are limited so they can be measured, or
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quantified, allowing you to see meaningful differences and similarities.
Techniques: questionnaire experiments and tests
Advantages: Mainly numerical, More easily processed, for example: coding,
Interpretation more objective
Disadvantages: Not explanatory and lack depth

4.2. Qualitative Research

It is unstructured, flexible and characterized by small sample size which has
research methodologies designed to provide the researcher with the perspective of
target audience members through immersion in a culture or situation and direct
interaction with the people.
Techniques: Focus groups, observation
Advantages: Depth and more explanatory
Disadvantages: outcome not easily processed.

5) Integration between quantitative and qualitative research

We can combine these two approaches to produce insightful results for a business looking to
learn more about customer opinions, preferences and reactions which leads to the support of
marketing decision making. For example, before issuing a survey to gather quantitative results
you will first want to find out more about what your customers consider to be important

5.1. Steps of Integrating quantitative and qualitative research

Collecting and analyzing both quantitative (closed-ended) and qualitative (open-
ended) data
Using rigorous procedures in collecting and analyzing data appropriate to each
methods tradition, such as ensuring the appropriate sample size for quantitative and
qualitative analysis
Integrating the data during data collection, analysis, or discussion
Using procedures that implement qualitative and quantitative components either
concurrently or sequentially, with the same sample or with different samples
Framing the procedures within philosophical/theoretical models of research, such as
within a social constructionist model that seeks to understand multiple perspectives
on a single issue.

5.2. Supporting Marketing Decision Making by

Comparing quantitative and qualitative data which are especially useful in
understanding contradictions between quantitative results and qualitative findings as
we can use qualitative data to explore quantitative findings and use qualitative data
to augment a quantitative outcomes study.
Reflecting participants point of view which give a voice to study participants and
ensure that study findings are grounded in participants experiences.
Providing methodological flexibility which have great flexibility and are adaptable
to many study designs, such as observational studies and randomized trials, to
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elucidate more information than can be obtained in only quantitative research.
Collecting rich, comprehensive data which mirror the way individuals naturally
collect informationby integrating quantitative and qualitative data. For example,
sports stories frequently integrate quantitative data (scores or number of errors) with
qualitative data (descriptions and images of highlights) to provide a more complete
story than either method would alone

5.3. Application

Two years ago P&G's baby care group was receiving conflicting data about its diaper
line Pampers The design and technical data showed that P&G offered a range of sizes
to satisfy developing babies' needs, but the sales data showed that P&G was losing
market share when it came time for parents to purchase a new diaper size, particularly
between two specific diaper sizes.
Andrew Sauer, principal researcher for P&G, says that the brand had tried to tackle
this problem before and that there were a lot of hypotheses and quantitative data
behind the issue by the time it reached his desk. However, what the brand didn't have
was the qualitative data to frame the quantitative data. So P&G engaged qualitative
research technology provider Revelation Global to launch a three-month quantitative
research study in May 2011. The study surveyed 12 geographically diverse mothers
and followed them as their children transitioned between diaper sizes.
To successfully capture moms' diapering mind-set, P&G needed to make as few
interruptions as possible. Once a week P&G used Revelation Global's platform to ask
the moms brief questions about their diaperingsuch as what baby products they
bought or what they experienced with their babies' diapers that weekand about
their child's life, such as did they reach any milestones? P&G also had the moms
complete shopping assignments, answer multiple choice questions, respond to open-
ended questions, and upload pictures of various diaper sizes. All of the interactions
took place in the platform environment. The moms received an email notification
every time a question or assignment was posted. P&G could give all participants the
same question or assignment or it could assign a mom a particular one based on her
previous responses.
However, Sauer knew that keeping moms engaged for three months would be a
challenge. So P&G provided a way for moms to communicate with each other within
the platform. After a participant uploaded a response, other moms could read her
answer and respond to it.
Engagement wasn't the only secret to P&G's success. Sauer says that using a platform
that allowed the moms to participate via any device that can access a Web browser
also helped P&G gather participants' top-of-mind thoughts. For example, moms were
asked if they had trouble finding the diaper products they needed for an in-store
assignment. Being able to respond via their smartphones or tablets allowed moms to
express their sentiments in the moment.
Within about eight months after the study, P&G took the decision and created a new
diaper size and changed the way it communicated diaper sizes on its packaging.
Sauer says that P&G did see a bump in sales after Marking these Decisions, but
Sauer says the biggest takeaway from P&G's story is the benefits of integrating
qualitative and quantitative data.