11 Steps in the Marketing Research Process – Flashcards

You don't need MR if: -The information is already available -The timing is wrong to conduct MR -Costs outweigh the value of MR

Define a problem statement that summarizes the problem briefly

Research objectives tell the researcher exactly what information needs to be gathered and analyzed to allow managers to make decisions related to a problem. They need to be clear and measurable

Research designs refers to the research approach used to meet the objective: --Exploratory-informal research is undertaken to learn more about the research problem, learn terms and definitions, or identify priorities --Descriptive-research that describes the phenomena of interest (level of awareness, intentions, satisfaction) --Causal-uncover what factor/s cause some event (experiments)

--Primary Information: collected specifically for the problem at hand --Secondary: information already collected (always look for first)

Can be found online, using surveys, or observing customers

Questionnaires and focus group guides must be formed properly so there is quality information

-Population is an entire group which the researcher wishes to make inferences based on info provided by sample data -Sample is a subset of the population -Sample Plans describe how each sample element or unit is to be drawn from the total population -Sample Frame determine which sample plan is to be used -Sample Size

Field Workers are the people who collect the data, could cheat or make up data. So researchers have to Validate (minimize the possibility by undertaking a control) -Validation: 10% of all respondents in a MR study are randomly selected, re-contacted, and asked if they indeed took part in the study

Using IBM or SPSS, data analysis is to use statistical tools to present data in a form that fulfills the research objectives

Clearly communicate the research findings to the client