The Management Problem versus the Marketing Research Problem
2: Define the Marketing Research Problem
3: Establish Research Objectives
4: Specify the Research Design
5: Develop the Data Collection Procedure
6: Design the Sampling Procedure
7: Collect the Data
8: Process and Analyze the Data
9: Present the Results
– Focuses on symptoms
– Action oriented
Marketing Research Problem
-Focus on causes
-History of the problem
Ask: What caused this to occur.
-What will the information be used for
-Environment in which it is being made
-What alternative courses of action are there?
-What criteria should we use to decide between alternatives
-Who are the decision makers and what are their purposes?
-Why is the information is being sought
– Because the client is paying for the research so both need to know what to expect
– Because mistakes made at this level grow into larger, more expensive mistakes later on.
– All the effort, time and money spent from this point on will be wasted if the problem is not properly defined.
-Determine whether the information already exists.
-Determine whether the question really can/should be answered.
-Use exploratory research to define background of the problem
**The iceberg principle
-Determine relevant variables
-Translate into research objective(s) (what information is needed)
-Pose the right research questions
-State questions in terms of hypotheses
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