The Role of ITBs and RFPs
o ITBs Invitations to Bid.
o RFPs Requests for Proposals.
Companies use these documents to alert research firms that they would like to receive
bids or proposals to conduct research. They submit an ITB or RFP to several researc
Since hypotheses are essentially statements of the decision alternatives assumed
consequences, they can be very helpful in determining the research objective.
Not all research is conducted through hypotheses; instead a research question is often
Opportunity Identification System Managers must also be aware of opportunities;
unless they have a system for monitoring opportunities, which is sometimes referred
to as a process of opportunity identification, they will not likely identify these
Step 10: Analyze Data This is used to give the raw data meaning.
Data Analysis involves entering data into computer files, inspecting the data for
errors, and running tabulations and various statistical tests. Conducted with the
assistance of a computer
Step 7: Design Data-Collection Forms The design of the data collection form that is used to
request and record information gathered in marketing research projects is critical to the success
of the project. Qualtrics is an example of state-of-the-art onlin
Specify Decision Alternatives That May Alleviate the Symptom Possible decision
alternatives include any marketing action that the marketing manager thinks may resolve the
problem, such as price changes, product modification or improvement, promotion of an
SOURCES OF PROBLEMS
Two Sources of Problems
Failure to Meet Objectives We first recognize that we have a problem when a gap
exists between what was supposed to happen and what did happen.
Opportunity An opportunity occurs when there is a gap between w
ESTABLISHING THE NEED FOR MARKETING RESEARCH
When is Marketing Research Not Needed? *We are assuming managers have decided they
must seek additional information.
1. The information is already available.
2. The timing is wrong, which may mean that a compet
Assess the Adequacy of Information on Hand to Specify Research Objectives If managers
are completely certain that they have information adequate to support the assumptions, there is
no need for research and the decision may be made. The problem may now be
Conduct a Situation Analysis - When management has previously defined the problem,
marketing researchers should conduct a situation analysis. This is certainly important when
management hasnt determined what the problem is. Marketing researchers need to c