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0 Marketing Research Vincent Le Morillon Professor: Kristina ZikienėUniversity year: 2012-2013 Problem Definition, Exploratary Research and the Research.

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Presentation on theme: "0 Marketing Research Vincent Le Morillon Professor: Kristina ZikienėUniversity year: 2012-2013 Problem Definition, Exploratary Research and the Research."— Presentation transcript:

1 0 Marketing Research Vincent Le Morillon Professor: Kristina ZikienėUniversity year: Problem Definition, Exploratary Research and the Research Process

2 1 Summary I)Understand the problem definition II)Comprehend how works an exploratary research III)Learn the steps involved in the marketing research process Conclusion

3 2 I) UNDERSTAND THE PROBLEM DEFINITION

4 3 First part 1 Recognize the problem or the opportunity 2 Find out why the information is being sought 3 Understand the decision-making environement (the industry, company, products and target market) 4 Use the symptoms to clarify the problem

5 4 Second part 5 Translate the management problem into a marketing research problem 6 Determine whether the information already exists 7 Determine whether the question really can be answered 8 State the research objectives

6 5 II) COMPREHEND HOW WORKS AN EXPLORATARY RESEARCH

7 6 What is an exploratary research? Little is known Situation analysis Problem unclearly defined Preliminary research = Not the definitive Exploratory research = Determine the best research

8 7 Experience Surveys Analysis  Inside and outside the organization  Informal discussion  E.g aircraft

9 8 Secondary Data Analysis Gathering data Internet = Countless sources of secondary data

10 9 Case Analysis  Review information  Present research problem

11 10 Focus Groups 8 to 12 participants Moderator One particular idea One person says generate thoughts Group dynamics Interplay of responses = more information

12 11 Using Intranets for Exploratory Research Powerful tool Determining whether needed Relevant information

13 12 III) LEARN THE STEPS INVOLVED IN THE MARKETING RESEARCH PROCESS

14 13 Marketing Research Process Identification of the problem and statement of the research objectives Creation of the research design Choice of research method Selection of sampling procedure Collection of the data Analysis of the data Writing & presentation of the report Follow up

15 14 Managing the Research Process Research Request: An internal document used by large organizations that describes a potential research project, Its benefits to the organization, and estimated costs; it must be formally approved before a research project can begin. ActionOrigin Informa -tion Use Target group Logistic Comm- ent

16 15 Conclusion: Keep in mind 1- Problem definition 2- Exploratary research 3- Research process Crucial Most important Methodology

17 16


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