PHASE 1: DETERMINE THE RESEARCH PROBLEM: STEP 1: IDENTIFY + CLARIFY INFORMATION NEEDS: 1. to understand the problem researchers + decision makers must agree on the decision maker’s purpose for the research, 2. understand the complete problem situation: both decision maker + researcher must understand the problem, don’t rely on information obtained from the client (problem can only be clarified when the situation is viewed objectively) situation analysis:attempt to identify the events + factors that have led to the problems, 3. identify measurable symptoms + distinguish symptoms + distinguish them from the root problem4. select the unit of analysis:will the research focus on individuals, households, organisations, geographical areas?5. determine the relevant variables: variable is anything that varies or changes in value, must identify al variables relevant to decision problem, will be used when formulating research objectives. STEP 2: DEFINE RESEARCH QUESTIONS: redefine the initial problem as the marketing research question. Information oriented (literature review, what information is needed, focus on underlying cause) how a research question in defined will influence the remaining steps. STEP 3: SPECIFY RESEARCH OBJECTIVES +CONFIRM THE INFORMATION VALUE: should be based on the development of marketing research questions. Exact + specific description of information requirements (objectives should be practical, measurable + attainable. Confirm the Information Value: decision maker + researcher must evaluate if the information can be collectedat all, can it tell the decisions maker something not known, it will provide significant insights, benefits delivered.DEVELOPING A RESEARCH PROPOSAL: RESEARCH PROPOSAL:document that provides overview of proposed research + methodology, serves as a written contract between the decision maker + researcher. WEEK 2: SECONDARY DATA + MODEL DEVELOPMENT: TYPICAL USES OF SECONDARY DATA: SECONDARY DATA: primary: data originated by research specifically to address the research problem. Secondary: existing data, collected for some purpose other than the problem at hand. ROLE OF SECONDARY DATA: used to examine marketing problems because of relative speed + cost-effectiveness of obtaining the data (does useful information exist? How relevant is it? How can it be obtained?) internal secondary:collected by individual company for accounting purposes/marketing activity reports. External secondary data:collected by outside agencies (federal gov., marketing research services, academic researchers, etc.). Fact finding:simplest form of secondary data research, identification of consumer behaviours for a product category, trend analysis, environmental scanning. Model building:specifying relationships between variables. Data mining:digging through volumes of data to discover patterns about an organisation’s customers + products. LITERATURE REVIEW:comprehensive examination of available information that is related to the research topic. Provide background + contextual information, clarify thinking about research problem + questions.