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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