Marketing research: problem definition process
- Should a new product be introduced?
- Should the current advertising campaign be changed?
- Should the price of the product be increased? Or lowered?
HBS case study met
1.) Type of problem- describe the situation
a. Identify the variables/constructs to study
2.) Research questions- define concepts such as who, what, when, where and
a. Specify hypot
Descriptive research: sampling design
Define the population-> determine the sampling frame-> select sampling
techniques-> determine the sample size-> execute the sampling process
- The focus is to create the most homogen
Primary Data: originated by researcher for specific purpose of addressing problem
at hand. Collection of primary data involves all six steps of marketing research
Secondary Data: data which have already been
Marketing research process
Define the problem and research objectives-> develop research plan for collecting
information-> implement the research plan- collecting and analyzing the data->
interpreting and reporting finding
(a) Ethical Breakdowns
(b) Backward Market Research
Briefly summarize the articles (If you had to describe its general point to someone
with very little business background what do they need to know?)
Marketing research: the systematic and objective identification, collection,
analysis, dissemination, and use of information for the purpose of improving
managerial decision-making related to:
What is marketing?
1.) A societal process which discerns consumers wants, focusing on a product or
service (or idea) to satisfy those wants (better than competitors), while
moving consumers toward some action (e.g. purch
Survey design principles:
- Survey/questionnaire design is about data collected= truth + mistakes
o Why cant we get the truth?
People lie: respondent may be subject to social desirability or
domain effects, which skew