Lecture Marketing research - Chapter 2:

After completing this unit, you should be able to: To understand the problem definition process; to learn the steps involved in the marketing research process; to understand the components of the research request; to learn the advantages and disadvantages of survey, observation, and experimental research techniques; to become familiar with how the research process is initiated.
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Lecture Marketing research - Chapter 2: Learning Objectives CHAPTER Two Problem Definition and the Research Process Copyright © 2004 John Wiley & Sons, Inc. Learning Objectives Learning Objectives 1. To understand the problem definition process. 2. To learn the steps involved in the marketing research process. 3. To understand the components of the research request. 4. To learn the advantages and disadvantages of survey, observation, and experimental research techniques. 5. To become familiar with how the research process is initiated. Learning Objectives Correctly Defining the To understand the problem Problem definition process. Identify the Problem and State the Marketing Research Objectives The process for defining the problem is shown in figure 2.1 The best objectives will lead to precise decision making information for managers. Learning Objectives Correctly Defining the To understand the problem Problem definition process. Figure 2.1 The Problem Definition Process Recognize the problem or opportunity Opportunity verification Find out why the information is being sought Understand the decision-making environment ( the industry, company, product, and target market) Conducting Exploratory Research Using the Internet for Exploratory Research Use the symptoms to help clarify the problem Learning Objectives Correctly Defining the To understand the problem Problem definition process. Translate the management problem into a marketing research problem Determine whether the information already exists Determine whether the research problem can really be answered. Avoid the ”Nice to Know” Syndrome Management Decisions and Research Objectives Research Objectives Stated as Hypotheses State the research objectives Figure 2.2 Learning Objectives The Marketing Research Process (8) Follow-up (2) (7) Creating of the Writing and Research Design Presenting the Report (1) Identifying the (6) Problem and State (3) Analyzing the the Marketing Choosing the Data Research Method of Objectives Research (5) (4) Collecting the Selecting the Data Sampling Procedure Learning Objectives The Marketing Research To learn the steps involved in the Process marketing research process. Creating the Research Design Descriptive Studies: • who • what • where • when • how Causal Studies: • concomitant variation • spurious association Learning Objectives The Marketing Research To learn the steps involved in the Process marketing research process. Choosing a Basic Method of Research Survey: an interviewer and questionnaire Observation: to monitor respondents’ actions without direct interaction Experiments: to measure causality Selecting the Sampling Procedure Probability versus Nonprobability Samples Learning Objectives The Marketing Research To learn the steps involved in the Process marketing research process. Collecting the Data Marketing research field service Analyzing the Data To interpret and draw conclusions Preparing and Writing the Report •Using the Internet to Disseminate Reports •Judging the quality of a Report Learning Objectives SUMMARY • Correctly Defining the Problem • The Marketing Research Process • Managing the Research Process Learning Objectives The End Copyright 2004, John Wiley & Sons, Inc.