MKT 500 Lecture : Ch.2 - The Marketing Research Process - Textbook notes

• School: Ryerson University
• Department: Marketing
• Course: MKT 500
• Professor: Helene Moore

Document Summary

Secondary should always be sought after first: determine methods of accessing data, design data collection forms. When is marketing research not needed: the information is already available, the timing is wrong to conduct marketing research, funds aren"t available for marketing research, costs outweigh the value of marketing research. Two sources of problems: gap between what was supposed to happen and what did happen (failure to meet an objective, gap between what did happen and what could have happened (opportunity) The role of symptoms in problem recognition: symptoms are changes in the level of some key monitor that measures the achievement of an objective. Hurdles to problem definition: managers may fail to communicate and interact closely with researchers, differences between managers and researchers may limit communication. A process for defining the problem and establishing the research objectives. Assess the background and the manager"s situation. Assess the adequacy of information on hand to specify research objectives.