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Research Chapter 2

Research Chapter 2 - Chapter 2 Situations when research...

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Chapter 2 Situations when research might not be needed o Information already available o Insufficient time frames o Inadequate resources o Costs outweigh value Phase 1 - Determine the Research Problem o Step 1. Identify and clarify information needs Purpose of the research : determining the research purpose. Understand the complete problem situation : Situation analysis: gathers and synthesizes background information to familiarize the research with the overall complexity of the overall complexity of the problem Identify and separate out symptoms : identify the possible roots problems from the observable symptoms initially perceived. Determine unit of analysis (the focus of your research) : specifies whether data should be collected about individuals, households, organizations, departments, geographical areas or some combination. Determine the relevant variables: brand awareness or attitudes, satisfaction, purchase intention, importance, demographics, etc. o Step 2. Define the research problem and questions The most important step in the marketing research process is defining the problem. What is a problem? 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. Examples: Poor service encounters.
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