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Lecture 2

MARK312 Lecture Notes - Lecture 2: Focus Group


Department
Marketing
Course Code
MARK312
Professor
Webb Dussome
Lecture
2

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MARK 312 - MARKETING RESEARCH
CHAPTER 2 - PROBLEM DEFINITION, EXPLORATORY RESEARCH, AND THE
RESEARCH PROCESS
The Marking Research Proposal
Reasons Why the Proposal is Important
the information in a proposal is based on the reach process
want to know exactly what they want to achieve - what are they trying to get from this proposal?
lack of awareness?
lack of brand name?
who cares? - e.g. InfoLink (does the name matter? info desk, info…etc)
you want to develop trust - have to go in there and understand what they want their end goal
to be and know what the organization is about
commitment - time, money, contract
outcomes - expectations on both sides, meeting dealings
this is about getting information, not trying to sway your opinion, only trying to get research by
asking you some questions
what are the key goals of a proposal?
what are the key functions of a proposal?
it may not be appropriate to write a proposal for every project - if someone wants you to have at
a look at something, don't necessarily need a proposal
RFP - Request for Proposal
CMRP - Certified Marketing Research Professional - someone who is certified, individual’s
might feel more comfortable to requires someone who is certified
need to include a budget and terms of agreement
The Research Process/ Design
why is the research design so important? - sets the stage for the rest of the process. needs to
be designed well in order for the research to run proper
1. identifying the problem and state the marketing research objectives
2. creating of the research design
3. choose the method of research
4. selecting the sampling procedure
5. collecting the data
6. analyzing the data
7. writing and presenting the report
Step 1: Problem/ Opportunity Identification and Formulation
correctly defining the problem
problem - my sales are going down - is this actually the problem?
could be because they’re spending too much money, or are not spending their money correctly
provides organization with better insight
begins when managers are faced with questions and alternatives
e.g. low level of awareness - 3% billboard recognity
what can you bring to the table to help them get a better understanding and make better
decisions

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MARK 312 - MARKETING RESEARCH
the marketing research problem
determines information needed and how to obtain efficiently and effectively
most critical part of the marketing research process
maximize thinking at initial stages
why is it difficult to come up with a clear problem definition statement?
latent versus manifest variables
latent - cannot be directly observed, e.g. your behaviour/attitude toward something -
challenge. if you ask you might not get the correct answer (biases)
manifest - variables that can be directly proven and observable
objectives versus scope
objectives are less negotiable than scope
can change the scope - need to consider time in defining the scope
a reasonable sample is about 400 for the UofA
in real life need to calculate the amount of money and time you have
sample size usually gets compromised
others
can this study answer the problem?
driven by your need to satisfy the objective, determine what is feasible
the marketing research objective
insight, specific information required to solve marketing research problem
learn about organization
best objectives will lead to precise decision making information
management decision problem
action required to solve a marketing research problem
may be general or broad in scope
key research questions need answers to clearly define the problem to be researched
is the research really required? - what info is already out there
use exploratory research to dine the problem
why? - to get better handle on problem, guide further research
how? - ask experts, focus groups, gain feedback, “is what I’m thinking on the right track?”
considerations to clarify the problem and not the symptom
want things to be quick and easy
e.g. consumers like something that saves time, because a consumer would like to have more
time - the problem is what do you want to do in that free time to enjoy your like and have a
higher quality of life
state the research objectives - explicitly states for review
management decisions and research objectives
research objectives stated as hypotheses - testing a relationship between two variables
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