MKT 500 Chapter Notes -Where We Are, Operational Definition, Data Analysis
21 Oct 2014
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Using marketing research to help clients make decisions. Step 1: establish the need for marketing research. Step 2: define the problem stating the decision alternatives (most important step, you must define the problem correctly) Step 3: establish research objectives (when achieved, provide information necessary to solve the problem identified in step 2. Research objectives state what the researchers must do) Step 4: determine research design (what is the right methodology to address the objective? i. e. descriptive, diagnostic, prescriptive, exploratory, descriptive, casual studies) Step 5: identify information types and sources (secondary information & primary information) Step 7: design data collection forms the questionnaire must be worded objectively, clearly, and without bias in order to communicate with respondents. If we observe respondents, the form is called an observation form. Step 8: determine sample plan and size the sample plan describes how each sample element, or unit, is to be drawn from the total population, gives you representativeness!
