BUS131D_Lecture6_Handout.ppt

BUS131D_Lecture6_Handout.ppt - Entrepreneurial Market...

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Entrepreneurial Market Research Dr. Michael Merz College of Business San Jose State University
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Dr. Michael Merz College of Business, San Jose State University 2 Today’s Agenda Entrepreneurial Market Research The Marketing Research Process Inexpensive Entrepreneurial Market Research Methods
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Dr. Michael Merz College of Business, San Jose State University 3 Entrepreneurial Market Research Market research is the process of systematically gathering, recording, analyzing, and reporting data and information about the micro and macro environment. Entrepreneurial market research highlights the utilization of as few resources (e.g., financial, people) as possible throughout this process.
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Dr. Michael Merz College of Business, San Jose State University 4 Burns and Bush: Basic Marketing Research The Marketing Research Process
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Dr. Michael Merz College of Business, San Jose State University 5 Step 1: Establish the Need for Marketing Research Is there a real need for marketing research? Research takes time and costs money. Marketing research is not always needed! When is marketing research not needed? The information is already available. The timing is wrong to conduct marketing research… must react now! Funds are not available for marketing research. Costs outweigh the value of marketing research.
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Dr. Michael Merz College of Business, San Jose State University 6 Step 2: Define the Problem This is the most important of the 11 steps. If the problem is incorrectly defined, all else is wasted effort. Problems may be either specific or general.
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College of Business, San Jose State University 7 Steps 3 and 4: Research Objectives and Research Design Step 3: Establish Research Objectives: Research objectives, when achieved, provide the information necessary to solve the problem identified in step 2. Research objectives state what the researchers
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This note was uploaded on 09/08/2010 for the course BUS 131D at San Jose State University .

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BUS131D_Lecture6_Handout.ppt - Entrepreneurial Market...

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