Chapter2 - The Marketing Research Process Ch 2 2 11 Steps...

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Unformatted text preview: The Marketing Research Process Ch 2 2 11 Steps Ch 2 3 Steps in the Marketing Research Process Steps 1 Establish Need 2 Define Problem 3 Research Objectives 4 Determine Design 5 Identify Information Sources 6 Decide Data Collection Method 7 Design Questionnaire 8 Determine Sample Plan & Size 9 Collect Data 10 Analyze Data 11 Write and Present Report Figure out what to research (Chapters 2 & 4) Design the way to do the research (Chapters 5-13) Gather data from respondents (Chapter 14) Generate findings and interpret them (Chapters 15-20) Ch 2 4 The Marketing Research Process • An 11-step process: there is nothing • Not all studies use all 11 steps • Few studies follow the steps in order magic about 11 steps Ch 2 5 Step 1: Establish the Need for Marketing Research • Is there a real need for marketing research? Does the manager need to make a decision and is the available information inadequate? • Research takes time and costs money. • Marketing research is not always needed. Ch 2 6 Step 1: Establish the Need for Marketing Research • When is marketing research not needed?...
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Chapter2 - The Marketing Research Process Ch 2 2 11 Steps...

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