Marketing Research Exam 1: Problem Definition, Exploratory Research, and the Research Process

Marketing Research Process (8 steps)
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
Step 1: Identification of the problem & statement of the research objectives
-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
Step 2: Creation of the Research Design
-the research design is the plan to be followed to answer the research objectives
-decide whether to use a descriptive or causal study
Step 3: Creation of Method of Research
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
Step 4: Selection of the Sampling Procedure
-decide whether to use probability or a non-probability sample
-decide who should be targeted
-determine the sample size
Step 5: Collection of the Data
-most data collection is done by marketing research field service firms
-validation: about 15% of the surveys are validated
Step 6: Analysis of the data
-the purpose is to interpret and draw conclusions from the data that has been collected
Step 7: Writing and presentation of the report
This is a very involved process
Step 8: Follow-up
Management must determine whether the recommendations are followed

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