Kotler03b mr

Kotler03b mr - MARKETING MANAGEMENT 12th edition 3b...

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MARKETING MANAGEMENT 12 th edition 3 b Conducting Marketing Research Kotler Keller
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Marketing Research Defined Systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company.
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The Marketing Research Process 1. Define the problem 2. Develop the research plan 3. Collect information 4. Analyze information 5. Present findings 6. Make decision
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Step 1. Defining the Problem & Research Objectives Define the problem which needs to be searched It should not be too broad or too narrow
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Step 2. Developing the Research Plan Research plan development follows these steps: a Data sources b Research approaches c Research instruments d Sampling plan e Contact methods
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Information That Already Exists Somewhere. + Obtained More Quickly, Lower Cost. - Might Not be Usable Data. a Data sources Both Must  Be: Relevant Accurate Current Impartial Information Collected for the Specific Purpose at Hand.
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b Research approaches Exploratory Research Descriptive Research Causal Research Test hypotheses about cause-   and-effect relationships. Gathers preliminary information  that will help define the problem  and suggest hypotheses.        Describes things as market         potential for a product, or the  demographics and consumers’  attitudes.
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Observational Research Gathering data  by observing  people, actions and  situations (Exploratory) Experimental Research Using groups of  people to  determine  cause-and-effect relationships (Causal) b Research approaches Survey Research Asking individuals  about attitudes,  preferences or  buying behaviors  (Descriptive) Research Approaches
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Mechanical Devices  People Meters  Supermarket Scanners  Galvanometer   Eye Cameras    Questionnaire  What questions to ask?  Form of each question? Closed-end
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This note was uploaded on 11/04/2010 for the course MM 012 taught by Professor Kotler during the Spring '10 term at E. Kentucky.

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Kotler03b mr - MARKETING MANAGEMENT 12th edition 3b...

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