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MT 9013 Human Resource Development

Marketing Research for Entrepreneurs and Small

Business Managers

by David J. Snepenger, Montana State University College of Business

In a previous MontGuide, "Basics of Marketing for Small Businesses and Entrepreneurs" (MT 9012 HR)

four key steps for successful marketing are identified:

1) understanding the customer,

2) making value for your customer,

3) communicating your value to your target market, and

4) making it easy for the customer to buy.

Together these four steps comprise what is called the

marketing concept, the most accepted way for small

and large businesses to market successfully. In order to implement this marketing concept, firms need

specific information that helps determine which marketing activities are both customer driven as well as

profitable for the organization.

Marketing research can provide that information to the manager.

Studies indicate that small businesses are less likely than large businesses to use marketing research in their

decision making. Reasons cited include monetary and time expenses, skepticism about potential benefits of

marketing research, and the owner/manager's self-perceived inability to carry out the study.

Many small businesses avoid marketing research because they misunderstand what it is and what it can

accomplish. Following are sev eral questions commonly asked by small business managers and

entrepreneurs about marketing research. A basic answer is provided after each question. After you read these

questions and answers, you should have the necessary information to begin conducting marketing research

as part of your own marketing activities.

What is marketing research?

Business owners and entrepreneurs acquire information through marketing research that helps identify and

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define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor

marketing performance; and improve the understanding of marketing as a process.

What is the purpose of marketing research?

One of the difficulties companies face with marketing occurs when the owner/manager thinks he or she

knows what the customer wants, how they want it, where they want it and when they want it. Not enough

customers, insufficient revenues and excessive inventories indicate that the customer's needs are not being

met. Marketing research can help find the problem and identify a solution. It helps managers to look outside

of themselves for solutions.

What are some common misconceptions about marketing research?

First, many think that a small business should only initiate marketing research when it is making a profit.

However, the need for information about customers or competitors is often greatest when the business is

not

profitable. Research can provide the information necessary for the firm to redirect its marketing efforts so as

to become profitable.

Sometimes managers believe that unless research provides a complete description of a situation it is of no

value. On the contrary, a little or some information can often help direct the firm to the appropriate course

of action. In addition, if the manager seeks perfect information, by the time the information is acquired it

may be irrelevant because the situation has changed.

The "big decision" myth also limits the use of marketing research. Marketing research can help with

both

big and small decisions.

Businesses often rely on surveys too much. There are many other ways to acquire information, such as

census data or observation of customers.

The misconception that market ing research requires big bucks often stymies research. Marketing research

can be done at many different levels both big and small. Many research projects can and are being

completed for $1000 or less.

Another misconception is that you can not do research unless you are a sophisticated researcher. You don't

need a Ph.D. in marketing or statistics to do marketing research. It is mostly just hard work. Consult a good

marketing research text and/or bring in a consultant for advice and then just dig in and do it.

Is marketing research worth the expense?

A survey of small business managers in Texas revealed that 84 percent of those who conducted formal

marketing research projects in the past three years felt that the information obtained was worth the money

spent. Overall, 58 percent said that they were able to incorporate the research findings into their decisionmaking

process. Only six percent reported that they were not able to implement the results. Consequently,

when small businesses do engage in marketing research the benefits usually exceed the costs.

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How large should your research budget be?

Many companies have marketing research budgets that range anywhere from .02 to 1 percent of company

sales. It is not unusual to spend 50 percent or more of the marketing research budget buying research from

consulting firms.

What topics are addressed through marketing research studies?

Marketing research can help small businesses answer the following ten crucial questions:

1. What should you market goods, services or both?

2. Should your marketing feature some sort of price advantage?

3. Should you emphasize your self, your quality offerings, your selection, your service or merely the

existence of your business?

4. Should you take on your competition or ignore all competitors?

5. Exactly who are your competitors?

6. What are your best prospects?

7. What income groups do they represent?

8. What motivates them to buy?

9. Where do they live?

10. What do they read or watch or listen to in the way of media?

What are the two basic types of marketing research?

The two basic types of marketing research are quantitative and qualitative. Quantitative research answers

questions that start with "how many" or "how much." Qualitative research addresses issues that deal with

"why" or "how." Quantitative research usually involves surveys, while qualitative studies rely on

observation or unstructured conversations with customers.

What is the process for quantitative studies?

The marketing research process consists of the planned, systematic gathering of market information to assist

in managerial decision making. The information gathering should not be approached haphazardly, but

should follow these steps.

Step 1. Define the Purpose and Objectives of the Research

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The old saying, "it's more important to do the right thing than to do things right" applies to marketing

research. Exploring the wrong issue or asking the wrong questions, no matter how efficiently, will result in

useless information.

To avoid studying the wrong thing, state the purpose of the research in written form and refer to it during

each stage of the research process. For example, "The purpose of this study is to identify why local residents

prefer to shop in another community rather than in their home community." The purpose of a marketing

study relates to the specific problem, decision or question that necessitated the research. In addition, declare

specific objectives for the study and use them in the study design. A general public study might have the

following objectives:

Identify where potential customers go to purchase the goods or service in question.

Why do they choose to go there?

What is the size of the market? How much of it can the business capture?

How does the business compare with competitors'?

What impact does the business's promotion have on customers? What types of products or services do

potential customers desire?

Step 2. Determine Data Sources

Generally, data sources include secondary or published sources and primary sources (those requiring

original research such as surveys, experiments and observation). Secondary sources can provide a wide

range of information and should be consulted first. If they do not provide the information necessary to

address the research problem then primary data needs to be collected. Many useful sources are listed at the

end of this guide.

Step 3. Develop the Data Collection Instrument

If you need to collect primary data, you must construct a data collection instrument. In most cases this

consists of a questionnaire. Again, quality questionnaire construction requires reference to the purpose and

objectives of the study.

Usually a questionnaire consists of three sections. The first is generally a request for cooperation. This can

take a "help the sponsor" or a "help us serve you better" approach, or offer a small monetary or

nonmonetary incentive.

Next comes the main body of questions. This constitutes the major portion of the questionnaire. Keep to the

objective of the study.

The final section of the questionnaire usually contains classification questions. These questions ascertain

information on the characteristics of the respondent, such as age, sex, income, education, marital status and

any other information that may be of interest to the small business. Classification questions should offer

specific response categories rather than asking respondents to supply specific information. Respondents

usually are more willing to check a category such as 55-65 or $25,000-$35,000 than to report exact age or

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income.

Consider the following criteria when developing a questionnaire:

1.

Relevancy: Does the question relate to the topic? Each question and each word in each question should

be viewed by the researcher and respondent as relevant.

2.

Brevity: Questions should be 20 words or less excluding answer categories.

3.

Objectivity: Questions should not suggest a particular answer by leading the respondent.

4.

Nonambiguity: Is the question expressed clearly? Avoid unfamiliar words and words with unfamiliar

meanings as well as words such as near, much, most, few, often and occasionally. Also avoid should, could

and might.

5.

Specificity: Can potential study participants answer the question? Does the question demand knowledge

and information that the respondent does not have? Respondents sometimes provide answers to questions

regardless of knowledge so that they do not appear ignorant.

6.

Vocabulary: Can potential study participants understand the question? Select words that the least

educated respondent can understand. The language should be natural and familiar.

7.

Question type: Should the information be gathered using an open or closed question?

Open-end questions are imperative when a researcher wants to assess top-of-the-mind awareness of a

product or brand through unaided recall. Open-end questions should be used when a researcher wants to

take special care not to influence question answers.

Closed-end questions will be aided by definition, since possible answers are provided. The possible answers

are known prior to data gathering. Only the frequency with which answers are given is unknown. Potential

limitations of closed-end questions include:

· position bias--the order of the responses can influence choice. This is particularly important for nonfactual,

e.g., "reasons why" questions.

·response categories need to be mutually exclusive (no overlapping categories) and collectively exhaustive

(all possible categories).

The only way to know if your data collection instrument is ready to use is to have several people try it. This

is known as

pretesting. Pretest your data collection instrument on people who are as similar as possible to

the research population with respect to age, education, knowledge of the market and other factors that could

influence the quality and quantity of data collected. When pretesting, ask your testers to fill out the

instrument in the same manner in which you anticipate collecting the data, i.e., if you plan a telephone

survey, personal interviews or mail survey, then pretest over the telephone, in an interview setting or have

people fill out the questionnaire without assistance. After the test group has completed the instrument, ask if

there were any questions they did not understand. In an effort to avoid looking stupid, respondents may fill

out a question even if they do not understand it. Also check to see if the response categories are appro

priate. Sometimes you will need to add another category or revise the wording of possible responses.

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Step 4. Design the Sample

"The more, the better" is not true of sample size. Quality is more important than size. The goal of sampling

is to obtain responses from representatives of the entire population of interest. Simply interviewing friends

or those who only shop on Saturdays will probably not result in reliable data. Those not interviewed may

differ from those interviewed. Consult a marketing research text for more information on sampling designs.

Step 5. Data Collection

Data collection typically involves supervising those collecting the data. The first concern is to make sure

that interviewers adhere to the sampling design. Interviewers may be tempted for convenience's sake to

include individuals who do not meet the sample design requirements. Or they may not understand who they

should contact. In either case, the sample may not represent the population of interest.

Secondly, the manager needs to control for problems that may occur during the actual interview or data

collection activity, such as interviewers asking questions incorrectly or in any way that may elicit biased,

incorrect or incomplete responses.

Step 6. Data Analysis

The first step in data analysis is to record the answers for each question for every respondent. This can be

done by coding the information into a computer and then getting frequency distributions or tabulations, or it

can be done by hand. Determining the most frequent response or the average response may provide

additional insight. These summary calculations provide the small business manager with an overview of the

survey information.

Data analysis should not end with summary information. It should also include some cross tabulation of the

responses. Cross tabulation consists of analyzing the responses to one question separately for each category

of another question. For example, do responses of frequency of purchase vary between men and women, or

between younger and older respondents? These cross tabulations can provide valuable insights into the

subject of interest. In some cases data analysis may include more than descriptive information and cross

tabulation. It may also include statistical tests for differences in the answers given by different types of

respondents. The proper use of simple statistical tests such as the Chi-square test (for differences in

frequency distributions), the t-test (for differences in two means), and analysis of variance (for differences

in more than two means) can be found in a basic marketing research text. A good marketing research text is

listed at the end of this MontGuide.

Step 7. The Final Report

After completing the data analysis, a final report should summarize the results of the research project. In

some cases, a small business manager may not want to take the time to prepare an extensive report.

However, he or she should require the report if the research was conducted by someone outside of the firm.

Reports should summarize all the steps in the project and completely summarize the findings. Most

importantly, the report should specify the strategic implications of the findings.

Step 8. Take Action

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After gaining an understanding of the research findings, establish a definite plan of action based on the

implications of the findings. The ultimate purpose of the marketing research project is to improve the

quality of managerial decision making and thereby improve business performance.

Where can I get help with marketing research?

Consulting services for marketing research are offered by private marketing research firms and advertising

agencies. Another useful source is to use marketing professors at a nearby university. Your local library will

often have a wealth of information for little or no cost to you. Not only is the use of reference librarians

inexpensive, but they can also direct you toward information you may never have considered. Specific

sources that you should consider using include:

The Statistical Abstract of the United States, a U.S. government publication containing information about

consumer markets, price levels, etc.

American Demographics magazine has several articles in each issue that identify social and economic

trends in our economy.

County and City Data Book and other government documents could provide useful information about your

market.

Also, libraries often have indexes that offer information on specific topics.

For company and industry information consult:

American Almanac of Jobs and Salaries,

Encyclopedia of Associations,

Moody's Complete Corporation Index,

Standard and Poor's Register of Corporations,

Telephone directories, and

Ward's Business Directory.

There are also several good marketing research texts that can offer more detailed explanations of material

covered here. Consult your librarian for marketing research books or purchase a marketing research book.

One recommended text is:

Marketing Research in a Marketing Environment by Dillon, Madden and Firtle, Times Mirror/ Mosby

College Publishing, St. Louis, 1990. This book is more advanced and requires a basic understanding of

statistics.

The Internet can also be a useful source of market research information. Some helpful sites include:

The American Demographics Web site

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http://www. marketingtools.com

Excerpts from the Statistical Abstract of the United States

http://www.medaccess.com/ census/census_s.htm

An index of U.S. Government sites maintained by the U.S. Government Printing Office

http://www.access.gpo.gov/ su_docs/dpos/pathbrws.html

U.S. Census Bureau Home Page

http:/ /www.census.gov

Copyright 1997 MSU Extension Service

We encourage the use of this document for non-profit educational purposes. This document may be

reprinted if no endorsement of a commercial product, service or company is stated or implied, and if

appropriate credit is given to the author and the MSU Extension Service (or Experiment Station). To use

these documents in electronic formats, permission must be sought from the Ag/Extension Communications

Coordinator, Communications Services, 416 Culbertson Hall, Montana State University-Bozeman,

Bozeman, MT 59717; (406) 994-5132; E-mail -

publications@montana.edu

The programs of the MSU Extension Service are available to all people regardless of race, creed, color, sex,

disability or national origin. Issued in furtherance of cooperative extension work in agriculture and home

economics, acts of May 8 and June 30, 1914, in cooperation with the U.S. Department of Agriculture,

Charles Rust, Interim Dean and Director, Extension Service, Montana State University, Bozeman, MT

59717.

File under: Community Development

E-12 (Economic Development)

Revised April 1997 (2161000497 ST)