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Lecture 2

MK 370 Lecture 2: Explaining the Marketing Research Process

2 Pages
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Department
Marketing
Course Code
MK 370
Professor
Chowdhury

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Anisha Manglani
MK 370 03
Chapter 2 (CN): Explaining the Marketing Research Process
September 19, 2014
Marketing Research Process (memorize these in their order!)
1. Establish the Need for Marketing Research
oWhen is MR not needed?
The info is already available.
Decisions must be made now.
We can’t afford research.
Costs outweigh the value of MR.
2. Define the Problem
oPoorly defined problem -> wrongly formulated info -> wrong research design ->
collection and analysis of inappropriate info -> wrong marketing decisions or
inadequate info to base marketing decisions on.
3. Establish Research Objectives: state what a researcher must do.
oWhen achieved, research objectives provide the info necessary to solve the
problem.
4. Determine Research Design: exploratory, descriptive, casual.
oExploratory Research: collecting information in an unstructured and informal
manner.
oDescriptive: set of methods and procedures describing marketing variables.
oCausal Research: allows isolation of caused and effect; experiment.
5. Identify Information Types and Sources: primary vs. secondary.
oPrimary: information collected specifically for the problem at hand; complex
oSecondary: information already collected; easy to access.
6. Determine Methods of Accessing Data
oPrimary:
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Anisha Manglani MK 370 03 Chapter 2 (CN): Explaining the Marketing Research Process September 19, 2014 Marketing Research Process (memorize these in their order!) 1. Establish the Need for Marketing Research o When is MR not needed? ▪ The info is already available. ▪ Decisions must be made now. ▪ We can’t afford research. ▪ Costs outweigh the value of MR. 2. Define the Problem o Poorly defined problem -> wrongly formulated info -> wrong research design -> collection and analysis of inappropriate info -> wrong marketing decisions or inadequate info to base marketing decisions on. 3. Establish Research Objectives: state what a researcher must do. o When achieved, research objectives provide the info necessary to solve the problem. 4. Determine Research Design: exploratory, descriptive, casual. o Exploratory Research: collecting information in an unstructured and informal manner. o Descriptive: set of methods and procedures describing marketing variables. o Causal Research: allows isolation of caused and effect; experiment. 5. Identify Information Types and Sources: primary vs. secondary. o Primary: information collected specifically for the problem at hand; complex
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