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Define the problem

Develop research plan
Collect information
Analyze information

Make
decision

Present findings

STEP 1: Define the Problem

Define the problem
Specify decision alternatives
State research objectives

Marketing management must be careful not to define the problem

too broadly or too narrowly for the marketing researcher.
Some research is exploratory its goal is to shed light on the real

nature of the problem and to suggest possible solutions or new ideas.

Some research is descriptive it seeks to ascertain certain
magnitudes.
Some research is causal its purpose is to test a cause-and-effect
relationship.

STEP 2: Develop Research Plan:

-develop the most efficient plan for gathering the needed
information.
-The marketing manager needs to know the cost of
the research plan before approving it.
Designing a research plan calls for decisions on the:
Data sources
Research approach
Research instruments
Sampling plan
Contact methods

Secondary Commercial Data Sources

AC Nielsen
ORG MARG

TAM Media
Research

CMIE

Euromonitor
International

NCAER

Gallup Pakistan

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Questionnaire Dos and Donts

Ensure questions are free

Avoid negatives

of bias
Make questions simple
Make questions specific
Avoid jargon
Avoid sophisticated words
Avoid ambiguous words

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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Scientific method
Research creativity
Multiple methods
Interdependence
Value and cost of information
Healthy skepticism
Ethical marketing
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Avoid ambiguity
Problem Definition
Research Objective

Be specific but not too rigid

Measurable

Watch for symptoms

Specific
Research Design

Source of Data
Data Collection
Data Analysis
(Primary,
secondary and
advanced)
Report and
presentation

Exploratory
Secondary
Primary

Descriptive

census

Causative

Sample

Observation

Techniques

Experimentation

Tools

Survey
Focus Group
Questionnaire
Interview schedule

24 5.2

With whom are you traveling on this trip?

No one
Spouse
Spouse and children
Children only
Business associates/friends/relatives
An organized tour group

25

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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Jet Airways
Large ....Small
Experienced..Inexperienced
Modern...Old-fashioned

QUESTION TYPES Importance Scale

Airline food service is _____ to me.
Extremely important
Very important
Somewhat important
Not very important
Not at all important

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Jet Airways food service is _____.

Excellent
Very good
Good
Fair
Poor

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How likely are you to purchase tickets on Jet Airways if in-flight

Internet access were available?
Definitely buy
Probably buy
Not sure
Probably not buy
Definitely not buy

QUESTION TYPES Completely Unstructured

What is your opinion of Jet Airways ?
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QUESTION TYPES Word Association

What is the first word that comes to your mind when you hear the
following?
Airways________________________
Travel ________________________

QUESTION TYPES Sentence Completion

When I choose an airline, the most important consideration in my
decision is:
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
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QUESTION TYPES Story Completion

I flew Jet Airways a few days ago. I noticed that the exterior and
interior of the plane had very bright colors. This aroused in me
the following thoughts and feelings. Now complete the story.
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________

QUESTION TYPES Picture (Empty Balloons)

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MEASURING MARKETING PRODUCTIVITY

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A Vocabulary for Demand Measurement

Market Demand
Market Forecast
Market Potential
Company Demand
Company Sales Forecast
Company Sales Potential

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