LECTURE 1_MRF_INTRODUCTION_2025_2026.pdf

# Course introduction and overview This section introduces the Market Research Fundamentals course, detailing its structure, learning goals, and assessment methods [3](#page=3) [4](#page=4). ### 1.1 Course content and structure The Market Research Fundamentals (MRF) course aims to equip students with insights into market research and its practical applications for understanding consumer knowledge, perceptions, attitudes, intentions, and behaviors. Throughout the semester, students will learn the fundamental principles of primary, secondary, qualitative, and quantitative research techniques. The course blends theoretical knowledge with hands-on experience, notably through a group project [4](#page=4). All course materials are accessible via Cyberlearn. The course code is 25_26 HES-SO_GE_MARKET RESEARCH FUNDAMENTALS (MARTIN), and the platform can be accessed at https://cyberlearn.hes-so.ch/course/view.php?id=26166 with the password MRF_welcome2025. The total duration of the course is 45 hours, spread across 15 sessions of 3 hours each. Punctuality and active contribution are expected. Specific class schedules for different groups are outlined, including break times [5](#page=5): * Group 1: Thursdays 9:15 AM - 12:00 PM, with a break from 10:00 AM to 12:30 PM, including a 15-minute break at 11:15 AM [5](#page=5). * Group 2: Tuesdays 5:15 PM - 7:45 PM, with a 15-minute break at 6:30 PM [5](#page=5). * Group 3: Tuesdays 1:15 PM - 4:00 PM, with a break from 1:15 PM to 3:45 PM, including a 15-minute break at 2:30 PM [5](#page=5). ### 1.2 Learning objectives Upon successful completion of this course, students will be able to achieve the following objectives [6](#page=6): * Describe the entire market research process [6](#page=6). * Analyze a given situation and formulate a precise research question [6](#page=6). * Design a comprehensive research brief and a detailed research proposal [6](#page=6). * Propose the most appropriate research strategy for data collection and insight generation to address a research question [6](#page=6). * Design an effective questionnaire [6](#page=6). * Collect data using the Qualtrics platform [6](#page=6). * Select and apply the correct statistical methods for data analysis [6](#page=6). * Communicate research findings in a clear, concise, and informative manner [6](#page=6). ### 1.3 Assessment structure The course assessment is divided into two main components: a group project accounting for 40% of the final grade and a final exam contributing 60% [7](#page=7). #### 1.3.1 Group project (40%) The group project involves several stages, including building a research proposal, designing a survey, collecting data, analyzing the data, and communicating the results. Projects are typically undertaken in groups of four, with a maximum of five students allowed in exceptional cases. The project requires a 10-minute mid-term in-class presentation and a 15-minute final in-class presentation, accompanied by survey and data files. This project is designed to demonstrate students' abilities in searching for relevant information, analytical and synthetic capabilities, and critical thinking. Feedback will be provided by coaches and the class, and this component is graded [7](#page=7). #### 1.3.2 Final exam (60%) The final exam comprises theoretical questions and application-based problems. It assesses students' understanding of the course material and their ability to apply it to practical scenarios. This component is also graded [7](#page=7). > **Tip:** The group project includes mandatory, ungraded mid-term presentations which serve as crucial checkpoints for feedback before the final submission and exam. Actively participate and utilize this feedback to refine your project and prepare for the exam. ### 1.4 Introduction to market research The course introduction also serves as an overview of the field of market research itself [22](#page=22). > **Example:** The initial lectures will lay the groundwork by defining market research and explaining its fundamental role in business decision-making, setting the context for the detailed topics to follow. --- # The market research process and its applications Market research is the systematic process of gathering, analyzing, and interpreting information crucial for making marketing decisions. It serves as a vital link between consumers and marketers, facilitating the identification of opportunities and problems, refinement of marketing actions, and monitoring of performance [24](#page=24) [42](#page=42). ### 2.1 Defining market research Market research is defined as the function that connects consumers, customers, and the public to marketers through information. This function encompasses identifying the necessary information to address specific issues, designing methods for data collection, managing and executing the collection process, analyzing the results, and communicating the findings and their implications. It is crucial to understand that market research's purpose is to identify information needs and apply research techniques to solve marketing problems, going beyond simple data collection and highlighting the implications of the collected information. However, it does not make decisions or guarantee success [24](#page=24) [25](#page=25) [26](#page=26). > **Tip:** Market research should be seen as a tool to inform decision-making, not to replace it entirely. The insights gained are crucial, but the final strategic choices rest with the marketing team. ### 2.2 Applications of market research across the marketing mix (4Ps) Market research can be applied to address a wide range of problems within the marketing mix, often referred to as the 4Ps: Product, Price, Place, and Promotion [27](#page=27). #### 2.2.1 Product research Product research helps in understanding consumer usage and attitudes towards existing products. It is also instrumental in concept testing and product testing, allowing marketers to gauge the potential success of new product ideas or prototypes before full-scale launch [28](#page=28). > **Example:** A company developing a new soft drink might conduct product research to test different flavor profiles, packaging designs, and the perceived uniqueness of the product concept among target consumers. #### 2.2.2 Pricing research Pricing research investigates the importance of price in consumer brand choices. It also helps determine the perceived value consumers attach to specific product features and can assist in setting optimal pricing strategies [28](#page=28). #### 2.2.3 Place research This area of research focuses on identifying the most appealing distribution strategies for products. It also involves understanding the attitudes and behaviors of channel members, such as retailers and distributors, to ensure effective market penetration [28](#page=28). #### 2.2.4 Promotion research Promotion research aims to determine the optimal promotional mix (e.g., advertising, sales promotions, public relations) that a company should employ. It also evaluates the effectiveness of advertising campaigns and other promotional activities to ensure they are achieving their desired impact [28](#page=28). > **Example:** Before launching a major advertising campaign, a company might use promotion research to test different ad creatives, media channels, and messaging to maximize reach and impact within budget. ### 2.3 The market research process The market research process is a structured, multi-step approach designed to systematically gather and analyze information. The eleven key steps are [41](#page=41): 1. **Establish the need for marketing research**: Recognizing a marketing problem or opportunity that warrants investigation [41](#page=41). 2. **Define the problem**: Clearly articulating the specific marketing problem or question that needs to be answered. This is often referred to as the "brief" [41](#page=41) [42](#page=42). 3. **Establish research questions & objectives**: Formulating specific questions the research aims to answer and defining measurable objectives [41](#page=41). 4. **Determine research design**: Outlining the overall strategy and plan for conducting the research. This often involves input from desk research [41](#page=41) [42](#page=42). 5. **Identify information types and sources**: Determining whether primary or secondary data is needed and where it can be obtained [41](#page=41). 6. **Determine methods of accessing data**: Selecting the appropriate methods for collecting the identified information, which can include qualitative and quantitative methods [41](#page=41) [42](#page=42). 7. **Design data collection forms**: Creating instruments such as questionnaires or interview guides for collecting data [41](#page=41). 8. **Determine the sample plan and size**: Defining the target population, the sampling method, and the number of participants required [41](#page=41). 9. **Collect data**: Executing the data collection plan in the field [41](#page=41). 10. **Analyze data**: Processing and interpreting the collected data to identify patterns and insights [41](#page=41) [42](#page=42). 11. **Communicate the insights**: Presenting the findings, conclusions, and recommendations to stakeholders in a clear and actionable manner [41](#page=41) [42](#page=42). > **Tip:** Each step in the market research process is interconnected. A well-defined problem (Step 2) is crucial for setting appropriate research objectives (Step 3) and ultimately for designing an effective research study (Step 4). ### 2.4 Who conducts marketing research? Marketing research can be conducted by different entities, broadly categorized as client-side or supply-side [29](#page=29). #### 2.4.1 Client-side research This involves research conducted internally by company departments or individuals. It can range from "DIY research," facilitated by readily available online tools and secondary data, to more structured internal projects. The job of the internal researcher is to answer the internal client's problem and, at times, to liaise with external research agencies [29](#page=29). #### 2.4.2 Supply-side research This refers to research conducted by external suppliers, known as research agencies, hired by companies to meet their marketing research needs. These agencies offer a variety of specialized services. The primary role of a researcher in a supply-side agency is to address the external client's problem [29](#page=29). ### 2.5 Roles in marketing research Within the field of marketing research, various roles exist, often with specialized responsibilities: * **Junior Analyst**: Primarily involved in secondary data analysis, editing and coding questionnaires, and conducting preliminary data analysis [32](#page=32). * **Analyst**: Handles the detailed execution of research projects, designs and pretests questionnaires, and performs preliminary data analysis [32](#page=32). * **Senior Analyst**: Participates in project development, oversees project execution, coordinates the efforts of analysts, and prepares the final report [32](#page=32). * **Statistician/Data Processing**: Acts as an expert in statistical theory and application, overseeing experimental design, data processing, and analysis [32](#page=32). * **Fieldwork Director**: Manages the selection, training, supervision, and evaluation of interviewers and field workers responsible for data collection [32](#page=32). ### 2.6 Key considerations in market research Beyond the process and applications, several overarching considerations are vital for effective marketing research: * **Qualitative vs. Quantitative Research**: Market research encompasses two main schools: qualitative and quantitative. Qualitative research is often used as a preliminary step to gain diagnostic data and insights, while quantitative research involves larger sample sizes to measure phenomena numerically [42](#page=42). * **Data Analysis**: Given that most market research projects involve substantial amounts of data, robust data analysis is a critical element for extracting meaningful insights [42](#page=42). * **Ethical Considerations**: Ethical principles are paramount throughout the market research process [42](#page=42). * **Communication of Insights**: Market research exists to answer business questions, and the smart communication of findings is instrumental in informing stakeholders and guiding decision-making [42](#page=42). --- # Semester group project details This section details the structure, requirements, and timeline for the semester group project, focusing on Gen Z sustainable lifestyles. ### 3.1 Project overview and phases The semester group project is a quantitative study designed to gather insights into a specific Gen Z sustainable lifestyle through both secondary and primary data collection methods, including interviews and a Usage & Attitude (U&A) survey [11](#page=11). The project is structured into two main phases: #### 3.1.1 Phase 1: Research proposal This phase involves understanding the context of the chosen subject, conducting secondary data analysis, and performing qualitative research. Teams will then design a research proposal, outlining specific research questions and objectives, and formulating research hypotheses. The outcome of this phase is an oral presentation of the research proposal, which will undergo formative evaluation through peer and professor feedback [11](#page=11). #### 3.1.2 Phase 2: Data collection and analysis Following the mid-term presentations, teams will focus on improving their research proposals, designing the U&A questionnaire, collecting data, and analyzing it. This phase culminates in the delivery of three key files: the questionnaire in PDF format, data files in XLS format including a codebook and data analyses, and the final presentation in PPT format. An oral presentation of the results, covering secondary data, research objectives/hypotheses, methodology, and findings, will also be conducted. This phase contributes 40% to the final mark [11](#page=11). ### 3.2 Project timeline and deadlines The project spans 15 weeks, with key dates for lectures and group work (GW) activities [8](#page=8). * **Week 1 (Sept 16-18):** Introduction to market research; form teams and introduce semester group work. Teams are formed today [12](#page=12) [8](#page=8). * **Week 2 (Sept 23-25):** Research brief & proposal; pick semester topic and brainstorm research questions. Students are assigned homework to read the MRF Group Project Brief to prepare for asking questions and working efficiently as a team [21](#page=21) [43](#page=43) [8](#page=8). * **Week 3 (Sept 30-Oct 2):** Exploratory research: secondary data analysis; collect secondary data [8](#page=8). * **Week 4 (Oct 7-9):** Qualitative research; draft interview guide and conduct interviews [8](#page=8). * **Week 5 (Oct 14-16):** Quantitative research: designing surveys; Qualtrics registration and survey design begins [8](#page=8). * **Week 6 (Oct 21-23):** Self-directed week assignment: group work [8](#page=8). * **Week 7 (Oct 28-30):** Mid-term group presentations [8](#page=8). * **Deadline:** Teams must send their mid-term presentations by 12:00 PM on the day before the presentation session (October 27 for G3 & G2, October 29 for G1) to Nathalie.martin@hesge.ch [12](#page=12). * **Presentations:** 10 minutes presentation + 5 minutes Q&A [12](#page=12). * **Week 8 (Nov 4-6):** Quantitative research: Survey cont., Panels, Experiment; design questionnaire on Qualtrics, pilot test, validate, and administer [8](#page=8). * **Week 9 (Nov 11-13):** Quantitative research: Data collection & preparation; export data (if n>30 respondents), prepare code book, brainstorm data analysis plan [8](#page=8). * **Week 10 (Nov 18-20):** Quantitative research: Data analysis; run descriptive statistics and create graphs [8](#page=8). * **Week 11 (Nov 25-27):** Quantitative research: Data analysis; perform at least a correlation/regression and one t-test [8](#page=8). * **Week 12 (Dec 2-4):** Communicating results; finalize the three deliverables [8](#page=8). * **Week 13 & 14 (Dec 9-11 & 16-18):** Final group presentations [8](#page=8). * **Deadline:** Teams must send their final files (questionnaire (pdf), data file (xls) with codebook & data analyses, presentation (ppt)) by 12:00 PM on the day before the presentation session (December 8 for G3 & G2, December 10 for G1) to Nathalie.martin@hesge.ch [12](#page=12). * **Presentations:** 15 minutes presentation + 10 minutes Q&A; 4 presentations per day [12](#page=12). * **Week 15 (Jan 6-8, 2026):** Revision and wrap-up session [8](#page=8). ### 3.3 Team formation Teams should consist of 4 or 5 members. Students are divided into groups based on their lecture times: G1 (Thursday 9:15-12:00), G2 (Tuesday 17:15-19:45), and G3 (Tuesday 13:15-17:00). The formation of teams and introduction of topics occurred on the first day of the course [13](#page=13) [8](#page=8). ### 3.4 Advice for collaborative and efficient teamwork To ensure a productive and enjoyable semester project, the following advice is recommended: * **Leadership:** Designate a leader responsible for keeping the team on track, managing timing, monitoring task progress, and organizing presentation rehearsals [14](#page=14). * **Task Delegation:** Clearly define responsibilities for each stage of the project: * **Secondary Data Search:** Split sources of information or subtopics among at least two group members [14](#page=14). * **Qualitative Research:** Distribute interviews, with each member conducting a minimum of two [14](#page=14). * **Research Objectives/Hypotheses:** Encourage individual contributions, followed by sharing, discussion, and collective decision-making [14](#page=14). * **Questionnaire Design:** Divide questionnaire sections among members, and ensure all team members pilot test the survey [14](#page=14). * **Data Analysis Plan:** Members should individually propose plans, share ideas, choose the best approach, and then split data analysis tasks [14](#page=14). * **Presentation:** Share slide preparation responsibilities, rehearse together, and provide constructive feedback to each other [14](#page=14). * **Contribution:** Mandatory and monitored presence during in-class project working group sessions is required [14](#page=14). * **Proactivity:** * Ask questions and share propositions openly [14](#page=14). * Address and resolve issues promptly by speaking out and discussing problems as a team [14](#page=14). ### 3.5 Project topic: Gen Z sustainable lifestyles The core topic for the semester project is "Gen Z sustainable lifestyles" [15](#page=15). #### 3.5.1 Definition of sustainable lifestyles Sustainable lifestyles are defined as ways of living, social behaviors, and choices that minimize environmental degradation (including the use of natural resources, CO2 emissions, waste, and pollution) while simultaneously supporting equitable socio-economic development and improving the quality of life for all. This definition is attributed to the United Nations Environment Programme [16](#page=16). #### 3.5.2 Potential topic areas within Gen Z sustainable lifestyles The project objective is to gather insights into a specific Gen Z sustainable lifestyle through collected data. Students can explore various sub-topics related to sustainable lifestyles, including [19](#page=19): * Water [20](#page=20). * Cosmetics [20](#page=20). * Electricity [20](#page=20). * Fashion [20](#page=20). * Digital consumption [20](#page=20). * Food [20](#page=20). * Holidays [20](#page=20). * Waste management [20](#page=20). * Household products [20](#page=20). * Mobility [20](#page=20). --- # Ethical considerations and data protection in research This section outlines the fundamental ethical principles and data protection regulations essential for conducting responsible research. ### 4.1 Ethical principles in research Research ethics are moral principles that guide behaviour throughout the research process. Adherence to these principles ensures the well-being of participants and the integrity of the research. Key ethical considerations include [33](#page=33): * **Voluntary participation** [33](#page=33). * **Avoiding harm to participants** [33](#page=33). * **Informed consent** [33](#page=33). * **Confidentiality**, which includes **privacy**, **anonymity**, and **pseudonymisation** [33](#page=33). * **Transparency** in research methods and reporting [33](#page=33). * **Not deceiving participants** [33](#page=33). * **Ethical considerations beyond participants**, encompassing broader societal and environmental impacts [33](#page=33). > **Tip:** Understanding the nuances between privacy, anonymity, and pseudonymisation is crucial for effective data protection and participant trust. ### 4.2 Professional codes of conduct Professional codes of conduct are established to translate ethical principles into practical research applications. These codes guide researchers in their interactions with [34](#page=34): * Research participants [34](#page=34). * Research funders or clients [34](#page=34). * Other researchers [34](#page=34). Examples of such codes include the ICC/ESOMAR Code of Practice, the MRS Code of Conduct, and The Insights Association Code of Ethics [34](#page=34). ### 4.3 Data protection and the practice of research The European Union's General Data Protection Regulation (GDPR) 2016 and the UK's Data Protection Act (DPA) 2018 mandate accountability in protecting the privacy rights of individuals. Researchers who handle data must [38](#page=38): * Be accountable for protecting individuals' privacy rights [38](#page=38). * Implement a comprehensive data protection compliance program [38](#page=38). #### 4.3.1 Personal data Personal data refers to information related to an identified or identifiable natural person. This can include [39](#page=39): * Demographic details [39](#page=39). * Addresses, email addresses, and telephone numbers [39](#page=39). * Physical characteristics [39](#page=39). * Pictures and video recordings [39](#page=39). Responses provided during data collection are considered personal data only when they can be linked to an individual's identification [39](#page=39). #### 4.3.2 Data protection principles Effective data protection relies on adherence to several key principles [40](#page=40): * **Lawfulness, fairness, and transparency**: Data processing must be legal, fair, and transparent to the data subject [40](#page=40). * **Purpose limitation**: Data should only be used for the specific purposes for which it was originally collected [40](#page=40). * **Data minimisation**: Data collected should be adequate, relevant, and not excessive in relation to the purposes for which it is processed [40](#page=40). * **Accuracy**: Personal data must be accurate and kept up to date [40](#page=40). * **Storage limitation**: Data should not be kept for longer than is necessary for the purposes for which it was collected [40](#page=40). * **Integrity and confidentiality**: Appropriate technical and organisational measures must be in place to protect data against unauthorised or unlawful processing, as well as against accidental loss, destruction, or damage [40](#page=40). > **Example:** A researcher collects survey data on consumer preferences. If the survey asks for participants' names and email addresses, this becomes personal data. The purpose limitation principle means this data cannot later be used for unrelated marketing campaigns without explicit consent. The accuracy principle requires that if a participant corrects their email address, the researcher must update it. --- ## Common mistakes to avoid - Review all topics thoroughly before exams - Pay attention to formulas and key definitions - Practice with examples provided in each section - Don't memorize without understanding the underlying concepts

| Term | Definition | |------|------------| | Market Research | The systematic collection, analysis, and interpretation of information relevant to marketing decisions. It serves to identify and define marketing opportunities and problems, generate, refine, and evaluate marketing actions, and monitor marketing performance. | | Primary Research | Original research conducted by the researcher to collect data for a specific purpose. This can involve surveys, interviews, observations, and experiments. | | Secondary Research | Research that involves using previously published data and information that has been collected by others for different purposes. This often involves analyzing existing reports, articles, and datasets. | | Qualitative Research | A research approach that explores underlying reasons, opinions, and motivations. It is often used to gain an understanding of a problem or to develop ideas or hypotheses for potential quantitative research. | | Quantitative Research | A research approach that seeks to quantify a problem by way of generating numerical data or data that can be transformed into usable statistics. It is used to quantify attitudes, opinions, behaviors, and other defined variables. | | Research Brief | A document that outlines the research problem and objectives, providing essential background information for researchers to develop a research proposal. | | Research Proposal | A detailed plan for conducting a research project, outlining the research objectives, methodology, timeline, budget, and expected outcomes. | | Questionnaire | A set of questions designed to gather information from respondents. It can be used in both qualitative and quantitative research, though its structure and complexity vary greatly. | | Qualtrics | A software platform used for designing, distributing, and analyzing surveys and other forms of data collection, commonly employed in academic and professional market research. | | Data Analysis | The process of inspecting, cleansing, transforming, and modeling data with the goal of discovering useful information, informing conclusions, and supporting decision-making. | | Sustainable Lifestyles | Ways of living, social behaviors, and choices that minimize environmental degradation, such as reducing the use of natural resources, CO2 emissions, waste, and pollution, while simultaneously supporting equitable socio-economic development and enhancing the quality of life for all. | | Sustainable Development Goals (SDGs) | A set of 17 interlinked global goals designed by the United Nations Member States in 2015 to be a "blueprint to achieve a better and more sustainable future for all." They address global challenges including poverty, inequality, climate change, environmental degradation, peace, and justice. | | GDPR (General Data Protection Regulation) | A regulation in EU law on data protection and privacy in the European Union and the European Economic Area. It aims to give individuals control over their personal data and to simplify the regulatory environment for international business by unifying the regulation within the EU. | | Personal Data | Any information relating to an identified or identifiable natural person. An identifiable natural person is one who can be identified, directly or indirectly, in particular by reference to an identifier such as a name, an identification number, location data, an online identifier or to one or more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that natural person. |