Ch 2 Reading Notes, The Marketing Research Process - Ch 2...

Ch 2 The Marketing Research Process- Reading
Notes
Reasons to Conduct Marketing Research
• Customer, employee, or stakeholder
o Satisfaction
o Knowledge
o Behaviors
o Beliefs
o Attitudes
• The Four Ps of Marketing Analysis
o What is the best price, product, promotion, or place mix?
• Marketing environmental assessment
o What are relevant economic, technological, political &
regulatory issues?
• Competitor analysis “opposition research”
o What are your competitors doing & how can you best respond
to the demands of the marketplace
The Marketing Research Process
1. Establish Need
2. Define Problem
• Separating symptoms from problem (decline in sales is not the
problem but perhaps the symptom of a poor marketing effort)
• Sometimes, no problem to define, but an issues to address ( simply
wanting to know customer attitudes)
3. Establish Research Objectives
• Research provider & research sponsor agree on project scope &
objectives; agree on research goals, objectives, timetable, budget,
& general resources needed
• Clear, concise, specific
4. Identify Information Sources & Types
• Knowing where & how you will be able to get the needed
information can be the difference between project success & failure
5. Determine Research Design

• The research design is the step-by-step guide by which the
research is executed; enables repeatability & traceability
•