Process and Design
Learning OutcomesAfter reading, this chapter you will be able to:
• Outline the marketing research process. • Formulate marketing research questions from a management problem. • Describe how to write a marketing research brief and proposal. • Differentiate between primary and secondary, and qualitative and
quantitative research methods.
• Understand the impact of data analysis, sampling method, research type
and methods, question and questionnaire design.
This chapter begins with a consideration of the marketing research process. It goes on to describe the three major categories of research before introducing the reader to concepts of qualitative and quantitative, and primary and secondary, research. Factors affecting the design of research studies are also highlighted. The process of marketing research is highlighted using the real-life example of a London football club for each stage of the process. This chapter aims to provide the reader with an understanding of the process of how research projects are designed. The case study used was, at that time, a Second Division football club (renamed London FC to respect the privacy of the actual organization). The club commissioned a marketing research study to determine current levels of supporter satisfaction, to provide a profile of their supporter base and to provide an understanding of the supporters' relative interest in a variety of commercial services offered by the club. The club was also interested in the supporters' perceptions of its image. This chapter is particularly important since it provides the background knowledge that is necessary