Problem DefinitionThe Marketing Research Process Q Well defined problems are half solved Q Help set research objectives Q Help define data collection process... Exploratory ResearchThe
Trang 1Problem Definition
The Marketing Research Process
Q Well defined problems are half solved
Q Help set research objectives
Q Help define data collection process
Trang 2Exploratory Research
The Marketing Research Process
Q Helps gain understanding of the research question
Q Aids in understanding the cause(s) of the problem
Q Discuss the problem with informed sources - customers, suppliers, etc.customers, suppliers, etc
Q Analyze internal records and data
Trang 3The Marketing Research Process
Q Research design
Q Data collection
Q Analysis, interpretation
and presentation
Q Define the problem
Trang 4Research Design
The Marketing Research Process
versus secondary data
Trang 5Research Design
The Marketing Research Process
Primary Data
Q Information or
statistics collected for
the first time during a
marketing research
study
Secondary Data
Q Previously published data
Trang 6Sources of Primary Data
The Marketing Research Process
Survey Method
Q Telephone interviews
Q Mail surveys
Q Personal interviews
Q Focus group interviews
Observation
Method
Q Observational studies
are conducted by
actually viewing
objects, events,
and/or a person’s
behavior
Trang 7Sources of Primary Data
The Marketing Research Process
Experimental Method
Q In experiments the researcher manipulates one or more of the marketing mix variables and compares the effect on the experimental group to a control group that did not receive the manipulation
Trang 8Sources of Secondary Data
The Marketing Research Process
Government Data
Manufacturers
Internal Data
Q Includes sales
analysis reports,
financial performance
reports, cost analysis,
product profit/loss
statements, etc
Trang 9Sources of Secondary Data
The Marketing Research Process
Research Firm Data
Q Many private organizations provide information for the marketing executive e.g
trade associations, advertising agencies,
“Survey of Buying Power.”