Chap 2: marketing research problem

marketing research process
-Problem Definition
-Developing an approach to the problem
-Research Design Formulation
-Field Work
-Data Preparation and Analysis
-Report Generation and Presentation
Tasks involved in problem definition
-Discussions with Decision Makers (DM)
-Interviews with Industry Experts
-Secondary Data Analysis
-Qualitative Research
Problem Definition
most important stage. the stage involves making a general statement about the marketing research problem or opportunity and identifying its specific components.
Management Decision Problem (MDP)
is the problem confronting the DM
Marketing Research Problem (MRP)
entails determining what information is needed and how it can be obtained.
problem audit
a comprehensive examination of a marketing problem to understand its origin and nature.
key informant technique
interviews with people knowledgeable about the general topic being investigated.
experience survey
interviews with people knowledgeable about the general topic being investigated.
lead user survey
surveys that involve obtaining information from the lead users of the technology.
qualitative research
an unstructured exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting.
pilot surveys
surveys that tend to be less structured than large scale surveys in that they generally contain more openended questions and the sample size is much smaller.
case studies
involve an intensive examination of a few selected cases of the phenomenon of interest. cases could be customers, stores, or other units.
environmental context of the problem
factors that have an impact on the definition of the marketing research problem, including past information and forecasts, resources and constraints of the firm, objectives of the decision maker, buyer behavior, legal environment, economic environment, and marketing and technological skills of the firm.
buyer behavior
a body of knowledge that tries to understand and predict consumers’ reactions based on an individual’s specific characteristics.
economic environment
it is composed of purchasing power, gross income, disposable income, discretionary income, saveings, and general economic conditions.
conceptual map
a way to link the broad statement of the marketing research problem with the management-decision problem.
broad statement of the problem
the initial statement of the marketing research problem that provides an appropriate perspective on the problem.
anaytical model
an explicit specification of a set of variables and their interrelationships designed to represent some real system or process in whole or in part.
verbal model
analytical models that provide a written representation of the relationships between variables.
research questions
refined statements of the specific components of the problem.
an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher.
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