Chapter 8 Marketing Research

The Information Pyramid Info Advantage Information Parity Information Deficit

Marketing Research Defined The planning, collection, and analysis of data relevant to marketing decision making and the communication of the results to management.

Stages in Marketing Research Project I. Define the Research Problem II. Determine Research Objectives III. Gather Secondary Data IV. Create the Research Design V. Implement the Research Design VI. Write and Present the Research Report

I. Define the Research Problem The research problem is a statement of why the research needs to be done. What is the purpose of the research?

II. Determine Research Objectives Involves clearly and precisely stating what information is needed in order to solve the research problem Must work closely with the client in this stage Research objectives will guide the entire research project

III. Gather Secondary Data What is secondary data? What are the two types of secondary data? – Internal – External Why check secondary data first?

IV. Create the Research Design What is primary data? What is the research design?

A. Chose a Method of Research Observation involves gathering data by directly or indirectly observing and recording behavior. -advantages and disadvantages? Survey involves gathering data by asking people what they think and do. – Advantages and disadvantages – Survey methods - Personal interview (mall intercept and focus groups), telephone interview, mail survey, and internet survey

B. Design the Sampling Plan Census or Sample? How many people should be surveyed? How should the sample be chosen? Probability sample or nonprobability sample?

C. Design the Questionnaire What questions should be asked? What questioning technique should be used? -Open ended questions -Close ended questions How should questions be worded? What order should questions be in?

V. Implement the Research Design Data Collection and Processing Data Analysis Tabulate (Frequency, Mean, Median,Mode) Cross classify Statistical techniques

VI. Prepare and Present Written Report The report includes a summary of everything done in the research project: research problem, research objectives, secondary data collected, research design used, summary of findings, and recommendations