Chapter 02 - Marketing Research: Process and Systems for Decision Making
overstating the strength of their findings.
E. Preparation of the Research Report
The research report is a complete statement of everything in a research project and
includes a write-up of each of the previous stages as well as the strategic
recommendations from the research.
Figure 2.4 lists the types of questions marketing researchers and managers should
discuss prior to submitting the final research report.
Research reports should be clear and unambiguous with respect to what was done and
what recommendations are made.
Researchers should work closely with managers to ensure that the study and its
limitations are fully understood.
F. Limitations of the Research Process
Many problems and difficulties must be overcome if a research study is to provide
valuable information for decision making.
The major goal of most test marketing is to measure new product sales on a limited
basis where competitive retaliation and other factors are allowed to operate freely.
Problems that could invalidate test marketing study results are listed below.
oTest market areas are not representatives of the market in general in terms of
population, characteristics, competition, and distribution outlets.
oSample size and design are incorrectly formulated because of budget constraints.
oPretest measurements of competitive brand sales are not made or are inaccurate,
limiting the meaningfulness of market share estimates.
oTest scores do not give complete support to the study, such that certain package
sizes may not be carried or prices may not be held constant during the test
oTest-market products are advertised or promoted beyond a profitable level for
the market in general.
oThe effects of factors influence sales, such as the sales force, season, weather
conditions, competitive retaliation, shelf space, and so forth, are ignored in the
oThe test-market period is too short to determine whether the product will be
repurchased by customers.
Careful research planning, coordination, implementation, and control can help reduce
such problems and increase the value of research for decision making.
III. Marketing Information Systems
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