Textbook Chapter 5-3 (pages 136-143)
Using Marketing Research
LESSON SUMMARY:
Chapter 5-3, Using Marketing Research, outlines the steps businesses take to solve marketing problems using a scientific, data-driven approach. The process begins with clearly defining the problem, which can range from declining sales to entering a new market. Often, the true problem is not immediately obvious, so decision makers must gather preliminary information. Once defined, the situation is analyzed to assess what is already known and whether existing data or past research offers insight. This analysis may even produce a solution, negating the need for further research.
Next, a data-collection plan is developed, identifying whether primary data (collected for the first time) or secondary data (existing sources like reports and databases) will be used. Researchers must determine the best way to collect data, whether through surveys, interviews, or observations. Selecting the right participants is essential—typically done using sampling methods like random sampling to ensure the group studied accurately represents the broader population. Ethical data collection practices and privacy considerations are emphasized to maintain trust and reliability.
Once data is collected, it must be analyzed and organized to extract meaning. Numerical data is often processed with statistical software to find averages, trends, and correlations between variables such as advertising exposure and sales. Non-numerical, qualitative data (like written survey responses or behavioral observations) is categorized to identify patterns and themes. These findings are then compiled into a research report, which includes a summary of the study’s purpose, methodology, data, and potential solutions.
Finally, the research is presented to decision makers through written and oral reports featuring visual aids like charts and graphs. These presentations must be tailored to the audience and clearly explain the study’s goals and findings. Marketing research is used when the stakes are high or decisions are complex. Though costly, it helps reduce risk and supports informed decision-making. Many companies proactively maintain marketing information systems (MkIS) to streamline this process and avoid starting from scratch when new challenges arise.
Chapter 5-3, Using Marketing Research, outlines the steps businesses take to solve marketing problems using a scientific, data-driven approach. The process begins with clearly defining the problem, which can range from declining sales to entering a new market. Often, the true problem is not immediately obvious, so decision makers must gather preliminary information. Once defined, the situation is analyzed to assess what is already known and whether existing data or past research offers insight. This analysis may even produce a solution, negating the need for further research.
Next, a data-collection plan is developed, identifying whether primary data (collected for the first time) or secondary data (existing sources like reports and databases) will be used. Researchers must determine the best way to collect data, whether through surveys, interviews, or observations. Selecting the right participants is essential—typically done using sampling methods like random sampling to ensure the group studied accurately represents the broader population. Ethical data collection practices and privacy considerations are emphasized to maintain trust and reliability.
Once data is collected, it must be analyzed and organized to extract meaning. Numerical data is often processed with statistical software to find averages, trends, and correlations between variables such as advertising exposure and sales. Non-numerical, qualitative data (like written survey responses or behavioral observations) is categorized to identify patterns and themes. These findings are then compiled into a research report, which includes a summary of the study’s purpose, methodology, data, and potential solutions.
Finally, the research is presented to decision makers through written and oral reports featuring visual aids like charts and graphs. These presentations must be tailored to the audience and clearly explain the study’s goals and findings. Marketing research is used when the stakes are high or decisions are complex. Though costly, it helps reduce risk and supports informed decision-making. Many companies proactively maintain marketing information systems (MkIS) to streamline this process and avoid starting from scratch when new challenges arise.
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Do Now: Imagine you own a smoothie business and your sales have recently dropped. Write 3 possible reasons this might be happening. Then, describe how you would begin researching the cause.
Directions: Read chapter 5-3 of the textbook (pages 136-143) and note that there are 3 sections. Read (or listen to) each section and then take the short quizzes on Schoology. Then watch the video and take the quiz from the video.
Quiz 1: Textbook Chapter 5-3 Using Marketing Research
Section: Seeing The Problem Clearly
Directions: Your first quiz is on the first section of Chapter 5-3 titled Seeing The Problem Clearly. This section goes from pages 136-138. Read or listen to the section and take the quiz. You can also read the summary below to help you.
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Summary Of "Seeing The Problem Clearly"
When a business is faced with a new challenge—such as entering a market it has never worked in or launching a never-before-sold product—it may not have the necessary information to make confident marketing decisions. In these cases, marketing research becomes essential. Marketing research applies scientific problem-solving methods to identify viable solutions. This ensures that decisions are not made on guesswork but on carefully collected and analyzed data. The research process follows the scientific method, which includes steps such as defining the problem, analyzing the situation, collecting data, reviewing the information, and proposing solutions.
The first and most critical step in the marketing research process is defining the problem. This step requires clarity and precision. Sometimes the issue is obvious—like choosing a new advertising platform or studying market traits—but in other cases, the root cause may be unclear. For instance, a decline in sales could stem from evolving customer needs, dissatisfaction with the product, competition, or economic concerns. Often, the problem must be clarified through preliminary research. A written problem statement is vital for guiding the research team in determining what needs to be studied, who should be involved, and what kind of solutions to seek.
Once the problem is identified, the next step is to analyze the situation. This involves reviewing what is already known, what information exists, and whether similar problems have been addressed before. By consulting existing resources and knowledgeable individuals, the researcher may uncover a solution without further research. This can save both time and money. In fact, a well-structured marketing information system (MkIS) may already hold the insights needed, allowing decision-makers to act without commissioning a new study.
If more information is required, the researcher then moves on to planning how to collect it. This stage involves deciding what data is needed and how it will be gathered. Two types of data are used: secondary data and primary data. Secondary data includes existing records, government reports, academic studies, and trade publications. It is often easier and less costly to obtain, but it may not be specific to the current problem. If secondary sources do not suffice, the business must gather primary data tailored to its unique situation.
Primary data is original data collected specifically for the current problem. It often provides more targeted insights but can be more expensive and time-consuming to gather. Once the data collection procedure is in place, the research study proceeds with data gathering, analysis, and the formulation of a recommended solution. Overall, effective marketing research depends on a clear understanding of the problem, a thorough situational analysis, and a strategic approach to data collection.
When a business is faced with a new challenge—such as entering a market it has never worked in or launching a never-before-sold product—it may not have the necessary information to make confident marketing decisions. In these cases, marketing research becomes essential. Marketing research applies scientific problem-solving methods to identify viable solutions. This ensures that decisions are not made on guesswork but on carefully collected and analyzed data. The research process follows the scientific method, which includes steps such as defining the problem, analyzing the situation, collecting data, reviewing the information, and proposing solutions.
The first and most critical step in the marketing research process is defining the problem. This step requires clarity and precision. Sometimes the issue is obvious—like choosing a new advertising platform or studying market traits—but in other cases, the root cause may be unclear. For instance, a decline in sales could stem from evolving customer needs, dissatisfaction with the product, competition, or economic concerns. Often, the problem must be clarified through preliminary research. A written problem statement is vital for guiding the research team in determining what needs to be studied, who should be involved, and what kind of solutions to seek.
Once the problem is identified, the next step is to analyze the situation. This involves reviewing what is already known, what information exists, and whether similar problems have been addressed before. By consulting existing resources and knowledgeable individuals, the researcher may uncover a solution without further research. This can save both time and money. In fact, a well-structured marketing information system (MkIS) may already hold the insights needed, allowing decision-makers to act without commissioning a new study.
If more information is required, the researcher then moves on to planning how to collect it. This stage involves deciding what data is needed and how it will be gathered. Two types of data are used: secondary data and primary data. Secondary data includes existing records, government reports, academic studies, and trade publications. It is often easier and less costly to obtain, but it may not be specific to the current problem. If secondary sources do not suffice, the business must gather primary data tailored to its unique situation.
Primary data is original data collected specifically for the current problem. It often provides more targeted insights but can be more expensive and time-consuming to gather. Once the data collection procedure is in place, the research study proceeds with data gathering, analysis, and the formulation of a recommended solution. Overall, effective marketing research depends on a clear understanding of the problem, a thorough situational analysis, and a strategic approach to data collection.
Directions (Continued): You can preview the quiz questions below. Take the quiz on Schoology.
Quiz 2: Textbook Chapter 5-3 Using Marketing Research
Section: Gather Information
Directions: Your second quiz is on the second section of Chapter 5-3 titled Gather Information. This section goes from pages 138-140. Read or listen to the section and take the quiz. You can also read the summary below to help you.
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Summary Of "Gather Information"
Gathering information is a critical step in the marketing research process, and it typically involves asking participants questions using various methods. These can include online or mailed questionnaires, telephone interviews, or in-person surveys in public places like shopping malls. Regardless of the method, the procedures for collecting information must be planned carefully to ensure accuracy and reliability. Any mistakes or lack of consistency during this phase could compromise the validity of the entire study.
One of the most crucial aspects of gathering information is selecting the right participants. Since it is often too costly or impractical to survey an entire population, researchers use a smaller group called a sample. For the research to be meaningful, this sample must accurately reflect the larger population. To achieve this, researchers often rely on random sampling, where every individual in the population has an equal chance of being selected. A poorly selected sample can lead to misleading results that do not truly represent the views or behaviors of the target market.
Once the data is collected, researchers begin analyzing it to determine whether it provides useful insight into the problem. Simple studies may require only basic review, but most research projects generate large volumes of data that demand complex analysis. Computers and statistical software are typically used to process this data efficiently. The information might include survey answers, observations, or experimental results. To be useful, the data must be organized in a way that helps researchers and decision-makers draw meaningful conclusions.
There are two main types of data: numerical and non-numerical. Numerical data, such as ratings or frequencies, are easier to analyze using statistical methods like calculating percentages or averages. These methods can reveal relationships, such as the connection between advertising frequency and customer inquiries. On the other hand, non-numerical data—like responses to open-ended questions or behavioral observations—require categorization and interpretation by trained analysts. These insights are grouped based on themes or patterns to make sense of the responses.
Finally, the results of the research are presented in a clear and organized way, often using visual tools such as charts, tables, and graphs. These visual aids help simplify complex findings so that marketing professionals can compare data from various sources and draw conclusions quickly. The results may be interpreted in multiple ways, allowing decision-makers to evaluate several potential strategies. This stage emphasizes the importance of marketing research as a valuable tool for making informed business decisions.
Gathering information is a critical step in the marketing research process, and it typically involves asking participants questions using various methods. These can include online or mailed questionnaires, telephone interviews, or in-person surveys in public places like shopping malls. Regardless of the method, the procedures for collecting information must be planned carefully to ensure accuracy and reliability. Any mistakes or lack of consistency during this phase could compromise the validity of the entire study.
One of the most crucial aspects of gathering information is selecting the right participants. Since it is often too costly or impractical to survey an entire population, researchers use a smaller group called a sample. For the research to be meaningful, this sample must accurately reflect the larger population. To achieve this, researchers often rely on random sampling, where every individual in the population has an equal chance of being selected. A poorly selected sample can lead to misleading results that do not truly represent the views or behaviors of the target market.
Once the data is collected, researchers begin analyzing it to determine whether it provides useful insight into the problem. Simple studies may require only basic review, but most research projects generate large volumes of data that demand complex analysis. Computers and statistical software are typically used to process this data efficiently. The information might include survey answers, observations, or experimental results. To be useful, the data must be organized in a way that helps researchers and decision-makers draw meaningful conclusions.
There are two main types of data: numerical and non-numerical. Numerical data, such as ratings or frequencies, are easier to analyze using statistical methods like calculating percentages or averages. These methods can reveal relationships, such as the connection between advertising frequency and customer inquiries. On the other hand, non-numerical data—like responses to open-ended questions or behavioral observations—require categorization and interpretation by trained analysts. These insights are grouped based on themes or patterns to make sense of the responses.
Finally, the results of the research are presented in a clear and organized way, often using visual tools such as charts, tables, and graphs. These visual aids help simplify complex findings so that marketing professionals can compare data from various sources and draw conclusions quickly. The results may be interpreted in multiple ways, allowing decision-makers to evaluate several potential strategies. This stage emphasizes the importance of marketing research as a valuable tool for making informed business decisions.
Directions (Continued): You can preview the quiz questions below. Take the quiz on Schoology.
Quiz 3: Textbook Chapter 5-3 Using Marketing Research
Section: Propose A Solution
Directions: Your third quiz is on the third section of Chapter 5-3 titled "Propose A Solution". This section goes from pages 140-143. Read or listen to the section and take the quiz. You can also read the summary below to help you.
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SUMMARY OF PROPOSE A SOLUTION
Marketing research helps companies identify strategies to improve their marketing activities. This process often begins with proposing a hypothesis or potential solution. Once the data is collected and organized, it is analyzed to see whether it supports the proposed solution or points toward a different one. However, researchers typically do not make the final decisions—instead, they summarize the findings in a report for company decision-makers, who rely on this information to guide their choices. For this reason, the report must be clear, accurate, and easy to understand.
Marketing research reports are shared both in writing and orally, and must be tailored to the needs of the audience. Just as products are customized for consumers, research reports should meet the needs of decision-makers. These reports usually start with the problem statement and rationale for the study, followed by a summary of background research. They also detail the research methods used, including the population, sample selection, and data collection techniques such as surveys or experiments. The report then presents the results and concludes with key insights and possible recommendations.
Presenting the results is the most critical part of a research report. In written form, results are typically shown through tables, charts, and graphs with accompanying explanations. Oral presentations often use slides and visuals, supported by printed materials and a live presenter who explains findings and answers questions. The report wraps up with a summary and, when requested, offers recommendations. If the research doesn't clearly support a solution, marketers must decide whether the current information is sufficient or if further study is required.
The decision to use marketing research depends on the level of risk and the cost involved. Some business leaders avoid research, relying instead on their experience, while others overuse it, delaying decisions. Although it can be costly, research is crucial when a company faces a high-risk problem that could significantly impact performance. Many businesses keep ongoing research budgets and information systems (MkIS) to gather data continuously, reducing the need for large, time-consuming studies. Ultimately, marketers see the value in using data to inform their plans and improve outcomes.
Marketing research helps companies identify strategies to improve their marketing activities. This process often begins with proposing a hypothesis or potential solution. Once the data is collected and organized, it is analyzed to see whether it supports the proposed solution or points toward a different one. However, researchers typically do not make the final decisions—instead, they summarize the findings in a report for company decision-makers, who rely on this information to guide their choices. For this reason, the report must be clear, accurate, and easy to understand.
Marketing research reports are shared both in writing and orally, and must be tailored to the needs of the audience. Just as products are customized for consumers, research reports should meet the needs of decision-makers. These reports usually start with the problem statement and rationale for the study, followed by a summary of background research. They also detail the research methods used, including the population, sample selection, and data collection techniques such as surveys or experiments. The report then presents the results and concludes with key insights and possible recommendations.
Presenting the results is the most critical part of a research report. In written form, results are typically shown through tables, charts, and graphs with accompanying explanations. Oral presentations often use slides and visuals, supported by printed materials and a live presenter who explains findings and answers questions. The report wraps up with a summary and, when requested, offers recommendations. If the research doesn't clearly support a solution, marketers must decide whether the current information is sufficient or if further study is required.
The decision to use marketing research depends on the level of risk and the cost involved. Some business leaders avoid research, relying instead on their experience, while others overuse it, delaying decisions. Although it can be costly, research is crucial when a company faces a high-risk problem that could significantly impact performance. Many businesses keep ongoing research budgets and information systems (MkIS) to gather data continuously, reducing the need for large, time-consuming studies. Ultimately, marketers see the value in using data to inform their plans and improve outcomes.
Directions (Continued): You can preview the quiz questions below. Take the quiz on Schoology.
Video Is Most Important Part
Directions (Continued): After you read the chapter and take the quiz, watch the video below. Mr. Kazanjian will the worksheet questions in this video. After you watch the video, there is a second quiz on Schoology. You can preview the questions below.
