Lesson 3

Steps in the Research Process

Learning outcomes
After studying this chapter, you should be able to:
o explain different steps in the research process
o the problem definition step
o approaches to the problem step
o the research design step
o the fieldwork or data collection step
o the data preparation and analysis step’
o the report preparation and presentation step

INTRODUCTION
There are some steps in the research process which is given below.
Step 1: Problem definition. The logical starting point of the research is trying to understand what
marketing problem is being tackled. Marketing problems are not simple ‘givens’, and the
symptoms and causes of a problem are not as neatly presented as they may be in a case-study such
as those found in marketing texts.
In Figure 1, the first three stages show the iterations between environmental context of the problem,
management decision problem and marketing research problem. Understanding the environmental
context of the problem has distinct stages. It involves discussion with decision-makers, in-depth
interviews with industry experts, and the collection and analysis of readily available published
information (from both inside and outside the firm). Once the problem has been precisely defined,
the researcher can move on to designing and conducting the research process with confidence.

1. Understanding the Environmental Context of the Problem:

a. Initial Discussions with Decision-Makers:

 Scenario: A company is experiencing a decline in market share for its flagship product.
The initial discussions with decision-makers involve top-level conversations to identify
the broad issues affecting the product.

b. In-Depth Interviews with Industry Experts:

 Scenario: To gain deeper insights, the research team conducts in-depth interviews with
industry experts. These experts might include market analysts, competitors, and
professionals with extensive experience in the relevant field.

c. Collection and Analysis of Published Information:

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  Scenario: The research team collects and analyzes information from various sources,
including industry reports, market trends, and competitor strategies. This stage helps in
identifying patterns, challenges, and opportunities in the broader market environment.

2. Management Decision Problem:

a. Defining the Problem based on Initial Understanding:

 Scenario: The discussions and information gathered lead to the identification of a

management decision problem: "How can the company regain and increase market share
for its flagship product?"

b. Iterative Discussions with Decision-Makers:

 Scenario: The defined management decision problem is discussed iteratively with

decision-makers to ensure alignment and clarity. Adjustments may be made based on
additional insights gained during these discussions.

c. Refinement of Management Decision Problem:

 Scenario: Through ongoing interactions, the management decision problem might be

refined. For instance, it could evolve into a more specific challenge such as, "Should the
company focus on product innovation, pricing strategies, or marketing communications
to address the decline in market share?"

3. Marketing Research Problem:

a. Translation of Management Problem to Research Problem:

 Scenario: Based on the refined management decision problem, the research team
translates it into a specific marketing research problem. For example, "What factors
contribute to the decline in market share, and which strategies (innovation, pricing, or
marketing) are most likely to be effective in addressing these factors?"

b. Iterative Discussions for Precision:

 Scenario: The research problem is discussed with decision-makers to ensure precision

and clarity. There may be iterations to fine-tune the research problem based on the
practical considerations and the specific information needed.

c. Finalization of Marketing Research Problem:

 Scenario: The research problem is finalized, specifying the scope, objectives, and
research questions. It reflects a clear understanding of what needs to be investigated to
inform decision-making.

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Step 2: Development of an approach to the problem. The development of an approach to the
problem involves identifying factors that go on to influence research design. A key element of this
stage involves the selection, adaptation and development of an appropriate theoretical framework.
Understanding the interrelated characteristics of the nature of target respondents, the issues to be
elicited from them and the context in which this will happen rely upon ‘sound’ theory. ‘Sound’
theory helps the researcher to decide ‘what should be measured or understood’ and ‘how best to
encapsulate and communicate the measurements or understandings’. In deciding what should be
either measured or encapsulated, the researcher also develops a broad appreciation of how the data
they collect will be analysed.

Example:

Consider a research problem: "Understanding the factors influencing consumer preferences for
eco-friendly products."

1. Identifying Factors Influencing Research Design:

o Considerations include the diversity of consumer demographics, the specific eco-
friendly features of products, and the cultural and social context influencing
consumer choices.
2. Selection, Adaptation, and Development of Theoretical Framework:
o A theoretical framework may be selected, such as the Theory of Planned
Behavior, which explores the relationship between attitudes, subjective norms,
and perceived behavioral control in predicting behavior. This framework can be
adapted to incorporate eco-friendly factors.
3. Importance of 'Sound' Theory:
o Choosing a well-established theory ensures that the research is grounded in
established principles of consumer behavior, enhancing the credibility of the
findings.
4. Guidance for Measurement and Understanding:
o The theoretical framework guides the identification of key factors to be measured,
such as attitudes toward eco-friendliness, social influences, and perceived control
over choosing eco-friendly products.
5. Consideration of Data Analysis:
o The Theory of Planned Behavior provides guidance on how to analyze the
collected data, including using regression analysis to understand the predictive
power of attitudes, subjective norms, and perceived behavioral control on
consumer preferences.

Figure 3. 1 Step in Marketing Research

Stage 1: Problem Definition

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 Stage 2: Research approach developed
Stage 3: Research design developed
Stage 4: Fieldwork or data collection
Stage 5: Data preparation and analysis
Stage 6: Report preparation and presentation

Step 3: Research design developed. A research design is a framework or blueprint for conducting
a marketing research project. It details the procedures necessary for obtaining the required
information. Its purpose is to establish a study design that will either test the hypotheses of interest
and/or determine possible answers to set research questions, and ultimately provide the
information needed for decision-making. Conducting any exploratory techniques, precisely
defining variables to be measured, and designing appropriate scales to measure variables can also
be part of the research design. The issue of how the data should be obtained from the respondents
(for example, by conducting a survey or an experiment) must be addressed.
Step 4: Fieldwork or data collection. This stage could be simplified to ‘collecting the required
data’. In Figure 3.2, a whole array of relationships between stages of data collection is shown,
starting at Secondary data collection and analysis through to Quantitative research or Qualitative
research. The process starts with a more thorough collection and analysis of secondary data
sources. Secondary data are data collected for some other purpose than the problem at hand. They
may be held within the organisation such as databases that detail the nature and frequency of
customer purchases, through to surveys that may have been completed some time ago that may be
accessed through libraries, CD-ROMs or the Internet.

In Figure 1, the stage of Identify and select individuals for primary research covers sampling issues
for both quantitative and qualitative studies. This stage may include the selection of individuals
for in-depth qualitative research. In qualitative research, issues of ‘representativeness’ are less
important than the quality of individuals targeted for investigation and the quality of response
elicited. However, as can be seen from the line leading up from Qualitative research to Identify
and select individuals for primary research, the qualitative research process may help in the
identification and classification of individuals who may be targeted using more formal sampling
methods.

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 Figure 3.2

Step 5: Data preparation and analysis. Data preparation includes the editing, coding,
transcription and verification of data. In Figure 1, this stage is not drawn out as a distinct stage in
its own right, but is seen as integral to the stages of Secondary data collection and analysis through
to Quantitative research or Qualitative research. The process of data preparation and analysis is
essentially the same for both quantitative and qualitative techniques, for data collected from both
secondary and primary sources.
Considerations of data analysis do not occur after data has been collected; such considerations are
an integral part of the development of an approach, the development of a research design, and the
implementation of individual quantitative or qualitative methods.
If the data to be collected are qualitative, the analysis process can occur as the data are being
collected, well before all observations or interviews have been completed. An integral part of

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qualitative data preparation and analysis requires the researcher to reflect upon their own learning
and the ways they may interpret what they see and hear.
If the data to be analysed are quantitative, each questionnaire or observation form is inspected or
edited and, if necessary, corrected. Number or letter codes are assigned to represent each response
to each question in the questionnaire. The data from the questionnaires are transcribed or
keypunched into a proprietary data analysis package. Verification ensures that the data from the
original questionnaires have been accurately transcribed, whereas data analysis gives meaning to
the data that have been collected.

Step 6: Report preparation and presentation. The entire project should be documented in a
written report that addresses the specific research questions identified, describes the approach,
research design, data collection and data analysis procedures adopted, and presents the results and
major findings. Research findings should be presented in a comprehensible format so that they can
be readily used in the decisionmaking process. In addition, an oral presentation to management
should be made using tables, figures and graphs to enhance clarity and impact. This process is
encapsulated in Figure 1. with the reminder that the marketer’s information gaps are filled and that
the marketer is supported for the set problem but also a contribution is made towards organisational
learning in terms of building up marketing knowledge.