1. What is the first step in the Marketing Research Process?
1. Problem Identification
1. Management Decision Problem
2. Marketing Research Problem
2. Why is this step the most important step i.e. to
Marketing Research Paper Outline
1. Tile Page
2. Table of Contents
3. Executive Summary
a. Major findings
4. Problem Definition
5. Approach to the Problem
6. Research Design
a. Type of research design
b. Information needs
Discussion Between the Researcher and the DM
Focus of the DM: Symptoms
Ex: loss of market share
Focus of the Researcher: Underlying Causes
Ex: superior promotion by competition
Inadequate distribution of com
Marketing Research Report:
Old Spices Proposal for a New Skin Care Product Line
Hillary Hurst, Samantha Huff
Matthew Sitton, Kelsey Kasumi
Professor Kim Tan
December 5, 2013
Table of Contents
Chapman University Off Campus Dining Preferences
1. Do you eat off campus?
2. If no, what do you do for lunch?
A. Bring a lunch
B. Buy food on campus
C. Go home for lunch
D. I dont eat lunch
3. If yes, how
Subaru : Specific Components
1. What needs do buyers of passengers cars, station wagons, and sports utility vehicles
seek to satisfy?
2. How well do existing automobile product offerings meet these needs?
3. Is there a
In Class Assignment 3
1. The survey method involves questionnaires asked in order to gain information
regarding behavior, intentions, attitudes, awareness and motivations. It encompasses four
Survey | Qualtrics Survey Software
Do you wash your face?
If applicable, how many times a day do you wash your face?
If applicable, what type of cleansing product do you use?
Marketing Research Notes
Inaccurate Info = Bad Decisions
We need information to help us make decisions with regards to identifying and solving problems and
opportunities in Marketing.
Accuracy and Reliability are key
3A: Case Processing Summary
3B: Descriptive Statistics
4: Cross Tabulations
4A: What is your gender? / Do you wash your face?
4B: What is your approximate age? / If Old Spice had a skin care line, I would
SAM HUFF, HILLARY HURST, KELSEY KASUMI, MATTHEW SITTON
Management Decision Problem
Should old Spice
introduce a skin care
line with products
such as face wash
Marketing Research Problem
Broad Statement: What needs do consumers h
*See Appendix for Statistical Output*
Methodology and Plan
Data preparation and analysis was achieved with the use of Qualtrics, the online survey platform,
and SPSS. Qualtrics was our online survey platform of choice because it organizes an
Should Old Spice introduce a skin care line with products such as face wash or
moisturizer, which will be targeted towards young adults under the age of 35? Through
the results from a survey of 50 male and female respondents under the a
Dunkin Donuts Case Study
1. Marketing research helps coffee shops like Dunkin Donuts better understand their
customers in identifying their needs, wants and preferences. Dunkin Donuts can then
use this information to create eff
*See Next Page*
2A: Case Processing Summary
Case Processing Summary
Do you wash your face?
Non Comparative Scaling Techniques
Non comparative scaling: respondents evaluate only one object at a time, and for this reason
noncomparative scales are often referred to as monadic scales
Noncomparative techniques co