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Core Reading
• Malhotra et al (2020) Chapter 2 and 3

Research for Digital Marketing

Defining a Marketing
Research Problem

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Marketing Research Process Defining a Research Problem

“ Of all the tasks in a marketing research project, none is more vital to
Communicating the ultimate fulfilment of a clients needs than an accurate and
research
Data integrity findings adequate definition of the research problem. All the effort, time and
Fieldwork or
and analysis money spent from this point on will be wasted if the problem is
data collection misunderstood and ill defined.”
Research design
developed
Research
approach
Problem developed (Malhotra et al, 2020, p. 28)
definition

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The marketing research brief Components of a Brief

“A document produced by the users of research findings or the buyers
of a piece of marketing research. The brief may be used to
communicate the perceived requirements of a marketing research
project to external agencies or internally within an organisation to
marketing research professionals.” Objectives Who will use
Background •Marketing Target to findings
objectives Constraints Administration
Info research •Analysis
•Research •Format
objectives

(Malhotra et al, 2020, p. 29)

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Components of a marketing research

Research Proposal
proposal
“The marketing research proposal contains the essence of the project Problem Research
Exec summary Background
and, in its final format, can serve as a contract between the researcher definition objectives
and decision makers.”

(Malhotra et al, 2020, p. 33) Reporting Data analysis Fieldwork Research design

Research
Cost and
organisation and Appendices Agreement
timetable
researchers

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Problem Audit Strategic vs Operational Decisions

“A comprehensive examination of
a marketing problem to
Communication

Strategic Decisions
Cooperation understand its origin and nature.” • Decisions covering direction for next 5-
10 years
• Often made at board level
• General business objectives
Confidence

Ca ndour
(Malhotra et al, 2020, p.38)
Operational Decisions
Cl oseness
• Refer to a specific part of the
organisation e.g. HR, marketing, ICT etc
• Decisions cover a shorter time frame
e.g. 6-12 months
Conti nuity

Crea tivity

Bradley et al (2014)

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Decision Problems vs Research Problems Marketing Decision Problem

Evaluates what the decision maker needs to do
Marketing Research Problem
Evaluates what information is needed to support the
identified marketing decision
Action oriented Information oriented
Marketing Decision Problems Marketing Research Problem Focus on symptoms Focus on underlying causes

• The problem confronting the • The problem that entails The following examples further distinguish between the marketing decision problem and the marketing
research problem.
marketing decision maker, which determining what information is Which product line should we invest in? To determine consumer perceptions of the qualities
asks what the decision maker needed and how it can be and fit to existing products of a selection of product
needs to do. obtained in the most feasible line extensions
way Should we invest in celebrity x to endorse our brand To determine consumer perceptions of the qualities
in Europe? and fit to a brand of a selection of celebrities
Should we reposition our brand with an emphasis To determine the price elasticity of demand and
on raising prices? impact on sales and profits of various levels of price
changes.

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Marketing Research Mix Research Design

“ A research design is the framework or plan for conducting a
Population
Purpose marketing research project. It details the procedures necessary for
Who should be the centre of investigation obtaining the information needed to structure or solve a marketing
Why is this research being undertaken?
and where are those subject
research problem.”

Marketing Research Mix

(Malhotra et al, 2020, p. 55)

Publication
Procedure
Communication of results – to whom,
How should the study be conducted?
what, when and how?

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Decision Makers vs Research Design –

Participants DM Perspective
• Conflict can occur between both parties
• Decision makers may have greater • All research from researchers must be
confidence in certain techniques based • Accurate
on past experiences
• Current
• What the decision makers want may/may • Sufficient
not always be the best approach
• Available
• Researchers need to take time to • Relevant
understand the perspectives of decision
makers

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Research Design – Participants Perspective

Guide to Costings
• Certain methods more likely to Spontaneous Highly structured
Reasoned questionnaires
Approach Approximate Price build up trust and rapport Conventional
Public

Focus group (five to eight £3000 each

participants) • Consideration needed of Concealed Questionnaires
context, topic of discussion and Personal with a proportion
Communicable

Depth interview £750 each of open questions

Quantitative face to face £100 each level of reflection required from

structured interview participants Intuitive Semi structured
Quantitative telephone £50 each Imaginative to unstructured
Aware

interviews on an
interview individual or
group basis
Web questionnaire £35 each
Non-communicable

Desk research £60 per hour Unconscious Unstructured

Repressed interviews and
Source: Bradley (2014) observations
Unaware
Private

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Classifying Research Design

Exploratory Conclusive

Research
design Objectives • To provide insight and understanding to the nature • To test specific hypotheses and examine
of marketing phenomena relationships
• To understand • To measure
Exploratory Conclusive
design design Characteristics • Information needed may be loosely defined • Information needed is clearly defined
• Research process is flexible, unstructured and may • Research process is formal and structured
evolve • Sample is large and aims to be representative
Qualitative Quantitative Descriptive Causal • Samples are small • Data analysis is quantitative
exploration exploration research research • Data analysis can be qualitative or quantitative
Findings • Can be used in their own right • Can be used in their own right
• May feed into conclusive research • May feed into exploratory research
Cross sectional Longitudinal • May illuminate conclusive findings • May set a context for exploratory findings
design design
Methods • Expert surveys • Surveys
• Pilot surveys • Secondary data
• Secondary data • Databases
Single cross- Multiple cross • Qualitative interviews • Panels
sectional sectional • Unstructured observations • Structured observations
• Quantitative exploratory multivariate methods • Experiments

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Conclusion Next Lecture…

• A well defined marketing research • Lecture 3: Secondary and
problem should: Primary Research
• Stem from a well defined marketing
decision problem
Broad statement e.g. How
• Be clear where the information gap in should we respond to a price
cut by our competitors?
the context of the decision problem
• Guide the researcher in maintaining
Specific component e.g.
focus and proceeding in a consistent Specific component e.g.
Should we match our
Should we keep our existing
Specific component e.g.
Should we find a balance
price but substantially
manner competitors prices?
increase advertising?
between the other two?

• Having a broad statement

supplemented by specific
components helps achieve balance

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Reference List
• Bradley, N. (2014). Marketing Research: Tools and Techniques. 3rd
Edition. Oxford: OUP
• Malhotra, N., Nunan, D and Birks, D. F. (2020). Marketing Research;
Applied Insight. 6th Edition. Harlow: Pearson

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