BU352 Lecture 7: Chapter 7
Document Summary
Before embarking on a marketing research project: usefulness, insights beyond what already know and reduce uncertainty associated with the project; committed and willing to abide by the results; small or large project. Marketing research process: define research problem and objectives. Most difficult step -> define problem incorrectly, wrong solution. But if define the problem correctly but fail to carry out the process correctly then the result is useless or misleading. Define problem -> specify research objectives / questions to be answered. Poor design arises from three major sources: basing research on irrelevant research questions, focusing on research questions that marketing research cannot answer, or addressing research questions to which the answers are already known. Need to separate symptoms of a problem vs actual. Actual: outdated merchandise: design the research plan. Determine: type of data needed and type of research necessary collected: collect data.
