Mktg Research Process

Mktg Research Process - MKTG352 Marketing Research Summer 1...

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MKTG352 Marketing Research S ummer 1 201 1 Meredith E. David
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Today’s Topic The Marketing Research Process
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The Marketing Research Process Steps The Marketing Research Process Steps 1. Problem Definition 2. Research Design 3. Sampling 4. Data Gathering 5. Data Analysis 6. Report Preparation
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The Problem Definition The Problem Definition 1. List the Symptoms 2. List the Possible Causes 3. List Some Solutions 4. List Your Objectives Exploratory Research (Qualitative Research) - helps in problem solving as it allows the researcher to better define the problem by getting a look at it first hand. "A problem well defined is half solved."
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Manager Interviews Expert Interviews Secondary Data Qualitative Research Research Problem Possible Tasks Involved: The Problem Definition The Problem Definition
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1. Secondary Data - information that has been collected for a purpose other than the research at hand eLab , Best brands , ACSI 2. Primary data - information that has been gathered
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Mktg Research Process - MKTG352 Marketing Research Summer 1...

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