Chapter 2: Marketing Research Process – Flashcards
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Marketing research process (11):
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1. establish the need for marketing research 2. define the problem 3. Establish research objectives 4. determine research design 5. identify information types and sources 6. determine methods of accessing data 7. design data collection forms 8. determine the sample plan and size 9. collect data 10. analyze data 11. prepare and present final research report
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Marketing research process - simplified (4)
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1. figure out what to research 2. design the research method 3. gather data from respondents 4. generate findings and interpret
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Times when NOT to do marketing research (4)
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1. information is already available 2. decisions must be made now 3. can't afford 4. costs outweigh value
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Most important step in MRP (marketing research process)?
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define the problem (2)
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Research objectives (Step 3)
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provide information necessary to solve the identified problem
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Determine research design (Step 4) (3)
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1. Exploratory Research 2. Descriptive Research 3. Causal Research
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Identify Information Types and Sources (Step 5) (2)
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1. Primary Information 2. Secondary Information
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Determine Methods of Accessing Data (Step 6)
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Secondary is easy to access, while primary is more complicated
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Choices for primary data collection (3)
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1. Personal question asking 2. Computer-assisted questioning 3. Respondents answer without assistance
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Design Data Collection Forms (Step 7)
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Questionnaire must be worded objectively, clearly, and without bias
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Determine Sample Plan and Size (Step 8) (2)
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Sample plan - selecting Sample size - quantity
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Collect Data (Step 9)
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get the data
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Analyze Data (Step 10) (2)
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Data analysis Data cleaning
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Prepare and Present Final Research Report (Step 11)
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communicates results to client
