The marketing research process


  • determine the need for information research 
  • what makes it unnecessary 
    • do the benefits outweigh the cost
    • doesn't provide useful feedback 
    • will the research give our competitors and advantage 
  • when marketing research might not be feasible 
    • insufficient time frame 
    • the problem must be resolved quickly and there is not enough time to conduct research 
    • inadequate resources 
    • The required manpower is not available 
    • you don't have the facilities nor the money to conduct the research 
    • economic costs outweigh the value 
  • overview of the research process \
    • information research process: a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information
  • the research process is guided by the scientific method 
    • scientific method: research produces should be 
      • logical
      • objective 
  • 4 stages of information research process \
    • determine the research process 
    • select the appropriate research design 
    • execute research design 
    • communicate the research results 
  • phase 1 determine the research problem 
  • clearly identify the information requirements 
  • what is the problem 
  • what variables need to be investigated 
  • what is the unit analysis 
  • come up with clearly defined research questions 
    • what is the typical age of customers who shop at our store on the weekend 
    • specific clear research goals and dtermine the value 
    • select a research design 
    • explore research 
      • gain insight into the problem 
      • typically more qualitative in nature 
  • examples include 
    • literature reviews 
    • focus groups 
    • descriptive research 
  • collect quantitative data to answer who, what, when where and how 
  • causal research 
    • to determine cause and effect relationships 
    • investigate which independent variables 
  • select a research design 
  • what sampling design will you use 
  • consider your target population 
  • census vs sample population 
  • census - questions all the members of the target population 
  • sample plan 2 types 
    • probability and non probability 
    • probability - known chance of being selected 
    • non-probability: cannot measure sampling error and thus limit the generalization 
    • executing research 
    • 2 approaches 
      • using interviews to ask questions about variables and market phenomena to use self-completion 
  • observing individual behavior or market phenomena 
    • data must be cleaned 
    • executing research 
    • gathering data 
        • must be as systematic as possible 
    •  tools of the trade 
    • self administered surveys 
    • analyze and interpret data 
  • data analysis produces very widely 
    • quantitative data 
      • simple frequency distribution 
      • summary  
      • multivariate 
      • and qualitative data 
  • use atlas 
  • Phase 4: communicating the results  
    • clear report findings in managment 
    • executive summary 
    • introduction 
    • problem definition and objectives 
    • methodology 
    • results and finding 
    • limitations on study 
  • transforming data into knowledge 
    • knowledge: information for decision makers to interpret to make decision 
    • research proposal: document that provides an overview of the proposed research methodology 
    • serves as a written contact between two parties 

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