Chapter 3 outline

Chapter 3 outline - M GM 403 Chapter 3 PROBLEM DEFIN IT...

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MGM 403 Chapter 3 I) Critical Importance of Correctly Defining the Problem - Correctly defining the problem is the crucial first step in marketing research process. - If the research problem is defined incorrectly, the research objectives will also be wrong & the entire marketing research process will be a waste of time & money. A) Recognize the Problem or Opportunity 1. The marketing research process begins with the recognition of a marketing problem or opportunity. 2. Opportunity identification – Using marketing research to find & evaluate new opportunities 3. Marketing research can hone in & clarify where the best opportunities lie & help managers solve problems. B) Understanding the Decision-Making Environment with Exploratory Research - The better the marketing research understands the decision-making environment, including the industry, the firm, its products or services, & the target market, the more likely it is that the problem will be defined correctly, Situation analysis – studying the decision-making environment within which the marketing research will take place. - aren’t enough. Exploratory research – preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify the important variables to be studied Pilot studies – surveys using a limited number of respondents & often employing less rigorous sampling techniques than are employed in large, quantitative studies
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- As the researcher moves through the exploratory research process, a list of marketing research problems & subproblems should be developed. - The investigator should identify all factors that seem to be related to the problem area, as these are probable research topics. This stage of problem definition requires a brainstorming-type approach, but one guided by the previous stage’s findings. 1. Experience Surveys Analysis a) Experience surveys involve talking with knowledgeable individuals, both inside & outside the organization, who may provide insights into the problem. 2. Secondary Data Analysis a) Secondary data are data that have been gathered for some purpose other than the one at hand. b) The marketing researcher can use secondary data to help precisely define the problem. 3. Case Analysis a) The purpose of case analysis is to review information from a few other situations that are similar to the present research problem. b) Researchers must always take care to determine the relevancy of any case study to the present research problem. 4. Focus Groups a) Focus groups are in-depth discussions, usually consisting of 8 to 12 participants, which are led by a moderator & are generally limited to one particular concept, idea, or theme. b) The general idea is to have what one person says generate thoughts &
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Chapter 3 outline - M GM 403 Chapter 3 PROBLEM DEFIN IT...

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