Chapter_020

Chapter_020 - MKTG 4100 Marketing Research Instructor Armen...

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Unformatted text preview: MKTG 4100 Marketing Research Instructor Armen Tashchian The Marketing Research Process and Research Proposals Situations when research might not be needed . . . Information already available Insufficient time frames Inadequate resources Costs outweigh value Phase I. Determine the Research Problem Step 1. Identify and clarify information Step 1. Identify and clarify information needs needs Step 2. Define the research problem Step 2. Define the research problem and questions and questions Step 3. Specify research objectives and Step 3. Specify research objectives and confirm information value confirm information value Step 1: Identify and clarify information needs Purpose of the research. Understand the complete problem situation. Identify and separate out symptoms. Determine unit of analysis the focus of your research. Determine the relevant variables brand awareness or attitudes, satisfaction, purchase intention, importance, demographics, etc. The Iceberg Principle Obvious Measurable Symptoms Real Business Decision Problems Step 2: Define the Research Problem and Questions The most important step in the marketing research process is defining the problem. "A problem well define d is a problem half solved !" Initial research questions Redefined research questions Research Problems What is a problem? What are so me examples o f business pr oblems or opportun ities? . . . any situation where a gap exists between the actual and the desired state. A problem does not necessarily mean that something is seriously wrong. It could simply indicate the desire to improve an existing situation. Thus, problem definitions can include both existing problems in the current situation as well as goals to improve the situation in the future. Typical Business Research Problems Poor service encounters. Competition has superior product/service features. New information system is not being used by employees. Conflicts in distribution channel. Ad campaign is not generating new sales prospects. Step 3: Specify Research Objectives and Confirm Information Value Research Questions Research Objectives Can the information be collected at all? Does the information tell the decision maker something not already known? Will the information provide significant insights? Phase II. Select the Research Design Step 4. Determine the research design Step 4. Determine the research design and data sources and data sources Step 5. Develop the sampling design Step 5. Develop the sampling design and sample size and sample size Step 6. Examine measurement issues Step 6. Examine measurement issues and scales and scales Step 7. Design and pretest the Step 7. Design and pretest the questionnaire questionnaire Step 4: Determine the Research Design Exploratory Research Causal Causal Research Research Descriptive Research Step 4: Determine Research Design o Exploratory research . . . collecting information in an unstructured and informal manner; secondary data from American Demographics or the Census, or observing students purchasing food on the first floor of the Burruss Building. Descriptive research . . . collecting information using methods that describe marketing variables; e.g. who, what, why and how questions regarding attitudes, intentions, behaviors, etc., or competitive products, stores, services, etc. Causal research (experiments) . . . collecting information that enables researchers to identify causes and effects. o o ...
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