Chapter%208%20Student%20Handouts

Chapter%208%20Student%20Handouts - 2. Develop the Research...

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Marketing Research The planning, collection, analysis, and dissemination of information to aid marketing managers in their decision making.
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The Role of Marketing Research Marketing Research has a role in managerial decision making. However, Marketing Research does not solve problems, but instead provides information that aids in problem solving. To be effective, researchers have to collect the correct data, and turn it into useful information for managers.
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As Outlined in Your Text…. A Five Step Marketing Research Process Define the Problem or Identify the Opportunity Develop the Research Plan Collect Relevant Information Develop Findings Take Marketing Actions
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1.Define the Problem or Identify the Opportunity The most important step in the process Also often the hardest step in the process Marketing vs. Research Objectives Cost/Benefit Analysis on Research Set research objectives Identify possible marketing actions, based on measures of success
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Unformatted text preview: 2. Develop the Research Plan Specify the constraints Identify the data need to help make the decision Concepts: What concepts (ideas need to be explored) Methods: The approach to collecting the data 2. Develop the Research Plan Secondary Data vs. Primary Data Basic Research Methods Observational / Exploratory Questionnaire / Descriptive Experimental /Causal Sampling Sample Size Representativeness Figure 8-3, p. 211, Secondary vs. Primary Data 3. Collect Relevant Information Focus Groups Depth Interviews Observation Data Mining Experiments Panels Face-to-Face Mail Telephone Internet Questionnaires / Surveys Figure 8-9, p. 222: A Marketing Information System 4. Develop Findings and Recommendations Data Analysis and Reporting 5. Take Marketing Actions The Marketing Managers Job Evaluation of the Research...
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This note was uploaded on 03/17/2009 for the course BCOR 2400 taught by Professor Rexmoody during the Spring '08 term at Colorado.

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Chapter%208%20Student%20Handouts - 2. Develop the Research...

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