Marketing Research DefinedZikmund (1999) defines marketing research as a systematic and objective process of generating information to aid in marketing decisions. This process includes specifying what information is required, designing the method for collecting information, managing and implementing the collection of data, analyzing the results, and communicating the findings and their implications.The most important thing in this definition is that marketing research, as in any research venture, helps business owners or marketing managers make decisions. Marketing research sheds light on customer’s preferences, the long-range profitability of business operations, and other product-oriented concerns.Successful companies like Google, Microsoft, IBM, among other well-known businesses must be employing excellent marketing research activities to keep their edge. Decisions related to their products and services are not haphazardly done. Managers decide with calculated risks.
Example Conceptual Framework on Marketing ResearchOne of the popular marketing research activities focuses on product quality and services. I illustrate product and service research with a personal experience below.A few years back, I answered a simple questionnaire soliciting my feedback on the product and services of a pizza shop. The questionnaire sought my rating of pizza taste, service speed, and the courtesy of the server.We can plot the paradigm of the study as follows:The paradigm above shows the conceptual framework of the study. It is an abstract representation of what the pizza manager or consultant has in mind. It shows the variables that the researcher shall examine to determine which of the three variables correlate most with customer satisfaction.Why were the three independent variables namely pizza taste, service speed, and waiter courtesy selected? A review of the literature on customer satisfaction may have revealed that these variables are determinants of customer satisfaction. But in the particular location where the pizza restaurant operates, any of these variables may be more important than the other. A study found out that customer preferences vary geographically. This finding implies that clients in one place may prioritize courtesy over taste. In one location, customers may put a premium on service speed. In another location, customers may not mind much either the speed or courtesy but the taste.So how will the marketing manager use the findings of the study in the given example? If for example, customers in the location I’m in prioritizes service speed, then the appropriate action should be to improve the speed of pizza delivery without compromising taste and courtesy.This example illustrates the importance of marketing research in making decisions that can help businesses grow. Research findings guide marketing managers on what steps to take to improve their business operations.ReferenceHillman, C. H., Erickson, K. I., & Kramer, A. F. (2008). Be smart, exercise your heart: exercise effects on brain and cognition. Nature Reviews Neuroscience, 9(1), 58-65.Zikmund, W. (1999). Essentials of marketing research. Dryden Press. 422 pp.
Cite this article as: Regoniel, Patrick A. (May 20, 2016). Marketing Research Conceptual Framework. In SimplyEducate.Me. Retrieved from https://simplyeducate.me/2016/05/20/marketing-research/