MKT-3210 Chapter 4: Ch_4
13 Mar 2018
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Document Summary
Systematic process of collecting, analyzing, and interpreting data to reduce the risk in decision making. Where there is a high level of uncertainty. When value of research information exceeds the cost of generating the information. Problem/opportunity definition a. b. c. d. e. f. Problem definition/research problem statement: what problem are we trying to solve (low ticket sales, declining fan base, declining sponsors, etc) Researcher meets with client to gather as much info as possible to better understand the need for the research. Typical data gathered includes: brand review/history of org, review of past research, outline of what info the org wants, define target audience, expectations on timing and budgets. Research obj: describes the various types of info needed to address the problem: rank the most desirable attributes preferred by sponsors, determine the trends in fan spending. Research proposal: blueprint that captures all points above (research design and objective)
