Learning ObjectivesLearning Objectives

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Problem Definition

and the

Research Process

Copyright © 2002 South-Western /Thomson Learning

CHAPTER

three

CHAPTER

three

Learning ObjectivesLearning Objectives

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Learning Objectives

2. To learn the steps involved in the marketing research process.

3. To understand the components of the research request.

4. To learn the advantages and disadvantages of survey, observation, and experimental research techniques.

5. To become familiar with how the research process is initiated.

1. To understand the problem definition process.

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To understand the problem definition process.

Correctly Defining the Problem

Step One: Identify the Problem and State the Marketing Research Objectives

The process for defining the problem is shown in figure 3.1

The best objectives will lead to precise decision making information for managers.

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To understand the problem definition process.

Figure 3.1 The Problem Definition Process

Recognize the problem or opportunity

Find out why the information is being sought

Understand the decision-making environment ( the industry, company, product, and target market)

Use the symptoms to help clarify the problem

Opportunity verification

Conducting Exploratory ResearchUsing the Internet for Exploratory Research

Correctly Defining the Problem

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To understand the problem definition process.

Translate the management problem into a marketing research problem

Determine whether the information already exists

Determine whether the research problem can really be answered.

State the research objectives

Avoid the ”Nice to Know” SyndromeManagement Decisions and Research ObjectivesResearch Objectives Stated as Hypotheses

Correctly Defining the Problem

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To learn the steps involved in the marketing research process.

Step Two: Creating the Research DesignDescriptive Studies:

• who

• what

• where

• when

• how

Causal Studies:

• concomitant variation

• spurious association

The Marketing Research Process

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The Marketing Research ProcessFigure 3.2

(1)Identifying the

Problem and State the Marketing

Research Objectives

(2)Creating of the

Research Design

(3)Choosing the

Method of Research

(4)Selecting the

Sampling Procedure

(5)Collecting the

Data

(6)Analyzing the

Data

(7)Writing and

Presenting the Report

(8)Follow-up

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To learn the steps involved in the marketing research process.

Step Three: Choosing a Basic Method of Research

Survey: an interviewer and questionnaire

Observation: to monitor respondents’ actions without direct interaction

Experiments: to measure causality

Step Four: Selecting the Sampling Procedure

Probability versus Nonprobability Samples

The Marketing Research Process

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To learn the steps involved in the marketing research process.

Step Five: Collecting the Data

Marketing research field service

Step Seven: Preparing and Writing the Report

•Using the Internet to Disseminate Reports

•Judging the quality of a Report

Step Six: Analyzing the Data

To interpret and draw conclusions

The Marketing Research Process

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To understand the components of the research request.

The Research Request

1. Action

2. Origin

3. Information

4. Use

5. Targets and subgroups

6. Logistics

7. Comments

Managing the Research Process

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To learn the advantages and disadvantages of survey, observation . . .

1. Maintains client confidentiality

2. Is honest

3. Is punctual

4. Is flexible

5. Delivers against project specifications

What Decision Makers Want From Marketing Research

Managing the Research Process

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6. Provides high-quality output

7. Is responsive to the client’s needs

8. Has high quality-control standards

9. Is customer-oriented

10. Keeps the client informed

To learn the advantages and disadvantages of survey, observation . . .

Managing the Research Process

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Managers spend at least 80 percent of every working day communicating with others.

Good Communications Are a Necessity

Good Research Management Motivates Decision-Makers To Use Research Information

The determinants of whether a manager used research data:

(1) conformity to prior expectations

(2) clarity of presentation

To learn the advantages and disadvantages of survey, observation . . .

Managing the Research Process

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To become familiar with the nature of research management.

(3) research quality

(4) political acceptability

(5) lack of challenge to the status quo

Managing the Research Process

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• Correctly Defining the Problem

• The Marketing Research Process

• Managing the Research Process

SUMMARY

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The End

Copyright © 2002 South-Western/Thomson Learning