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.

Problem Definition and the Research Process

Copyright © 2004 John Wiley & Sons, Inc.

Learning Objectives

Learning Objectives

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.

1 To understand the problem definition process.

To understand the problem definition process

Correctly Defining the

Problem

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

To understand the problem definition process

Figure 2.1 The Problem Definition Process

Recognize the problem or opportunity

Find out why the information is being sought

Understand the decision-making environment ( the industry, company, product, and target market)

Use the symptoms to help clarify the problem

Opportunity verification

Conducting Exploratory Research Using the Internet for Exploratory Research

Correctly Defining the

Problem

To understand the 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

State the research objectives

Avoid the ”Nice to Know” Syndrome Management Decisions and Research Objectives Research Objectives Stated as Hypotheses

Correctly Defining the

Problem

Learning Objectives

The Marketing Research Process Figure 2.2

(1) Identifying the Problem and State the Marketing Research Objectives

(2) Creating of the Research Design

(3) Choosing the Method of Research

(4) Selecting the Sampling Procedure

(5) Collecting the

Data

(6) Analyzing the

Data

(7) Writing and

Presenting the

Report

(8) Follow-up

To learn the steps involved in the marketing research process

Creating the Research Design

Descriptive Studies:

• who

• what

• where

• when

• how

Causal Studies:

• concomitant variation

• spurious association

The Marketing Research

Process

Learning Objectives

To learn the steps involved in the 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

The Marketing Research

Process

To learn the steps involved in the marketing research process

Collecting the Data

Marketing research field service

Preparing and Writing the Report

•Using the Internet to Disseminate Reports

•Judging the quality of a Report

Analyzing the Data

To interpret and draw conclusions

The Marketing Research

Process

Learning Objectives

• Correctly Defining the Problem

• The Marketing Research Process

• Managing the Research Process

SUMMARY

The End

Copyright 2004, John Wiley & Sons, Inc.