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Lecture

Ch.2 - The Marketing Research Process - Textbook notes

3 Pages
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Department
Marketing
Course Code
MKT 500
Professor
Helene Moore

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Chapter 2: The Marketing Research Process Lecture on: September 11, 2012 The marketing research process 1. Establish the need for marketing research 2. Define the problem a. Most important step 3. Establish research objectives a. Research objectives: state what the researcher must do in order to carry out the research and solve the manager’s problem 4. Determine the research design a. Research design: research approach undertaken to meet the research objectives. Three widely recognized research designs: i. Exploratory: casual, informal research that is undertaken to learn more about the research problem, learn terms and definitions, or identify research priorities ii. Descriptive: describes the phenomena of interest iii. Causal: attempts to uncover what factor or factors cause some event; achieved from a class of studies called experiments 5. Identify information types and sources a. Primary and secondary information. Secondary should always be sought after first. 6. Determine methods of accessing data 7. Design data collection forms a. If researchers communicate with respondents, this is called a questionnaire b. If they observe respondents, observation form 8. Determine sample plan and size a. Sample is a subset of the population b. Sample frame is a list of the population elements or units c. Sample plans describe how each sample element or unit is to be drawn from the total population 9. Collect data 10. Analyze data 11. Prepare and present the final research report Establishing the need for marketing research - When is marketing research not needed? o The information is already available o The timing is wrong to conduct marketing research o Funds aren’t available for marketing research o Costs outweigh the value of marketing research Define the problem - Two sources of problems: o Gap between what was supposed to happen and what did happen (failure to meet an objective) o Gap between what did happen and what could have happened (opportunity) - The role of symptoms in problem recognition: o Symptoms are changes i
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