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

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