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
4. Determine Research Design: exploratory, descriptive, casual.
o Exploratory Research: collecting information in an unstructured and informal
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