Market Research - Market Research The scientific method in...

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Market Research The scientific method in market research Defining the problem Early identification of solution or analyzing the situation Getting problem specific data Interpreting the data Solving the problem Defining, analyzing and interpreting – step 1 Finding the right problem level o Defining the problem can almost solve the problem o Most people don’t define the right problem o Develop a list of research questions that allow you to define the problem better Problem vs symptoms Setting research objectives Analyzing the situation – step 2 What information do we already have? Pick the brains of people around you Situation analysis helps educate a researcher Secondary and primary data Secondary data sources o Inside company Company files, internet reports, marketing information system, people sales, cost data o Outside company Internet, libraries, government trade association, universities,
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This note was uploaded on 04/22/2009 for the course MKT 320F taught by Professor Miller during the Spring '08 term at University of Texas.

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Market Research - Market Research The scientific method in...

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