Problem in Marketing Research

1. Identification of the problem and the statement of the research objectives 2. Creation of the research design 3. Choice of the research method 4. Selection of the sampling procedure 5. Collection of the data 6. Analysis of the data 7. Writing and the presentation of the report

-process begins w/ the recognition of a marketing problem or opportunity -identify research objectives -often researchers state research objectives in the form of a hypothesis -problem must be narrowly defined -may need to conduct 'exploratory research' to define the exact nature of the problem

-the research design is the plan to be followed to answer the research objectives -decide whether to use a descriptive or causal study

Methods of research

-mail survey, telephone, door-to-door interviewing, mall intercepts, internet surveys, etc.

focus groups

The objective of experiments is to measure causality

-decide whether to use probability or a non-probability sample -decide who should be targeted -determine the sample size

-most data collection is done by marketing research field service firms -validation: about 15% of the surveys are validated

-the purpose is to interpret and draw conclusions from the data that has been collected

This is a very involved process

Management must determine whether the recommendations are followed