Research Process student version

Research Process student version - The Marketing Research...

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© 2011 Robert H. Smith School of Business University of Maryland The Marketing Research Process Chapter 3 Professor Whitney Professor Whitney
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© 2011 Robert H. Smith School of Business University of Maryland The Marketing Research Process (2) Selecting & Creating the Research Design (3) Choosing the Method of Research (4) Selecting the Sampling Procedure (5) Designing the Data Collection Instrument & Collecting the Data (6) Analyzing the Data (7) Writing and Presenting the Report (8) Follow-up (1) Identification of the Research Problem 1. Overlap functionally & chronologically. 2. No best method. 3. Reliable, Valid, Representative
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© 2011 Robert H. Smith School of Business University of Maryland Step 1: Problem Definition Management recognizes a problem Often stated as a symptom Could be stated as an opportunity Translate this into a market research problem Use S ymptoms to Clarify the Research Problem Iceberg Principle: Symptom is just the observable part of an underlying problem. What are the possible causes of this symptom? » If management’s problem is declining market share? Important Aspects of the Market Research Problem Definition Research Objective(s) Research Hypotheses May be necessary to do exploratory research
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© 2011 Robert H. Smith School of Business University of Maryland Stating the Market Research Problem Research Objective: A statement of the goal(s) of the research.
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