Page 126 - Foundations of Marketing

Marketing Research and Information Systems | Chapter 4 93

or circumstances from previous research studies and other sources. As information is gath-
ered, the researcher tests the hypothesis. For example, a food marketer such as H.J. Heinz
might propose the hypothesis that children today have considerable influence on their fami-
lies’ buying decisions regarding Heinz products. A marketing researcher would then gather
data, perhaps through surveys of children and their parents and observing families shop, ana-
lyze the data, and draw conclusions as to whether the hypothesis is correct. Sometimes, sev-
eral hypotheses are developed over the course of a research project. The hypotheses that are
accepted or rejected become the study’s conclusions.

Research Reliability and Validity

In designing research, marketing researchers must ensure that research techniques are
both reliable and valid. A research technique has reliability if it produces almost identical
results in repeated trials. To have validity , the research method must measure what it is
supposed to measure, not something else. This means than not all reliable research findings
are valid. For example, although a group of customers may express the same level of sat-
isfaction based on a rating scale, as individuals they may not exhibit the same repurchase
behavior because of different personal characteristics. If the purpose of rating satisfac-
tion was to estimate potential repurchase behavior, this result may cause the researcher to
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question the validity of the satisfaction scale. A study to measure the effect of advertising
on sales is valid if advertising can be isolated from other factors and from variables that
affect sales. Research projects should be replicable as well, otherwise it is impossible to
establish reliability.

Collecting Data

The next step in the marketing research process is collecting data to help prove (or disprove)
the research hypothesis. The research design must specify what types of data to collect and
how they will be collected.

Types of Data

Marketing researchers have two types of data at their disposal. Primary data are observed and
recorded or collected directly from respondents. Primary data must be gathered by observing
phenomena or surveying people of interest. Secondary data are compiled both inside and
outside the organization for some purpose other than the current investigation. Secondary data
include general reports compiled by other organizations and internal and online databases.
Reports might address a variety of topics, including market share, retail inventory levels, and
customers’ buying behavior. They are useful for research if the information contained is perti-
reliability A condition that
nent to the hypothesis marketers are testing. Most marketing research comes from secondary
exists when a research technique
sources, as they often provide the needed information at relatively low cost and effort. The
produces almost identical results
Internet has increased the amount of secondary data available exponentially, making research in repeated trials
both easier and more complicated. Now researchers are faced with the task of sorting through
validity A condition that
large volumes of secondary data, some of it of questionable quality, in order to find the infor-
exists when a research method
mation they need. There remain, however, large and reputable publications and databases that measures what it is supposed
are useful. to measure
primary data Data observed
Sources of Secondary Data and recorded or collected
directly from respondents
Marketers often begin the data-collection phase of the marketing research process by gather-
secondary data Data compiled
ing secondary data. They may use available reports and other information from both internal
both inside and outside
and external sources to study a marketing problem. the organization for some
Internal sources of secondary data, such as databases, sales records, and research reports, purpose other than the current
can be helpful because they provide information on the firm’s own marketing activities. This investigation

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