Mkt 335 dvd 2 - MKT 335MARKETING RESEARCH MARKETING RESEARCH PROCESS OVERVIEW PROJECT APPROACH As a complement to RESEARCH PROCESS OVERVIEW 1

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
MKT 335—MARKETING RESEARCH MARKETING RESEARCH PROCESS OVERVIEW PROJECT APPROACH As a complement to … RESEARCH PROCESS OVERVIEW 1) Formulate Problem/Opportunity “Research Issue” 2) Determine Research Design 3) Determine Data Collection Method(s) 4) Design Data Collection Forms 5) Sampling Issues/Collect Data 6) Analysis/Interpretation 7) Recommendations/Report Preparation ETHICAL CONSIDERATIONS Consider these examples… Marketing Research Standards, Ethical Code www.mra-net.org (Resources Section)
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
FORMULATE (DEFINE) PROBLEM/OPPORTUNITY “RESEARCH ISSUE” First Step in Research Process No Big Deal????. ...Consider these examples “New Coke” -Intentionately caught manipulating frozen cokes in BK Expensive, pushed money into community for kids to drink these frozen drinks and enhance the results -1980's, thought had a taste problem, existed for 3 months and then went back to old recipe Eclipse -cigarettes, smokeless cigarette by rj reynolds, targeted wrong people (advantageous to
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This document was uploaded on 10/26/2011 for the course MKT 335 at Miami University.

Page1 / 3

Mkt 335 dvd 2 - MKT 335MARKETING RESEARCH MARKETING RESEARCH PROCESS OVERVIEW PROJECT APPROACH As a complement to RESEARCH PROCESS OVERVIEW 1

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online