Presentation on theme: "The Marketing Research Process"— Presentation transcript:
1 The Marketing Research Process Chapter2The MarketingResearch Process
2 The Marketing Research Process: 11 Steps Step One: Establishing the Need for Marketing ResearchStep Two: Defining the ProblemStep Three: Establishing Research ObjectivesStep Four: Determining Research DesignStep Five: Identifying Information Types and SourcesStep Six: Determining Methods of Accessing Data
3 The Marketing Research Process: 11 Steps cont… Step Seven: Designing Data Collection FormsStep Eight: Determining Sample Plan and SizeStep Nine: Collecting DataStep Ten: Analyzing DataStep Eleven: Preparing and Presenting the Final Research Report
4 The Marketing Research Process Step One: Establish the Need for Marketing ResearchMarketing Research is not needed when the:required information is already availabledecisions need to be made noworganization can’t afford the researchcosts outweigh the value of the research
5 The Marketing Research Process Step Two: Define the Problem The most important step in the marketing research process is defining the problem. (Ch. 4)
6 The Marketing Research Process Step Three: Establish Research ObjectivesWhat information is needed in order to solve the problem?
7 The Marketing Research Process Step Four: Determine Research Design Exploratory Research: collecting information in an unstructured and informal mannerDescriptive Research: refers to a set of methods and procedures describing marketing variablesCausal Research (experiments and other approaches): allows isolation of causes and effects
8 The Marketing Research Process Step Five: Identify Information Types and SourcesSecondary Data: information that has been collected for some purpose other than the research at handPrimary Data: information that has been gathered specifically for the research objectives at hand
9 The Marketing Research Process Step Six: Determine Methods of Accessing DataSecondary Data: accessing data through sources such as the Internet and libraryPrimary Data: collecting data from participants through methods such as telephone, mail, online, and face-to-face (quantitative), and observation studies and focus groups (qualitative)
10 The Marketing Research Process Step Seven: Design Data Collection FormsThe design of the data collection form that is used to ask or observe and record information in marketing research projects is critical to the success of the project.It is easy to write a set of questions but very difficult to construct a questionnaire.General types of “instruments” (forms)QuestionnairesObservation Study forms (protocols)
11 The Marketing Research Process Step Eight: Determine Sample Plan and SizeSample plan: refers to the process used to select units from the population to be included in the sampleSample size: refers to determining how many elements (units) of the population should be included in the sample
12 The Marketing Research Process Step Nine: Collect Data Sound data collection is very important because, regardless of the data analysis methods used, data analysis cannot “fix” bad data. 12Nonsampling errors may occur during data collection. These are related to poor design and/or execution of the data gathering.Sampling errors may occur based purely on chance
13 The Marketing Research Process Step Ten: Analyze DataData analysis: involves entering data into computer files, inspecting data for errors (data cleaning), running tabulations (frequencies), and conducting various statistical tests
14 The Marketing Research Process Step Eleven: Prepare and Present the Final Research ReportFindings are presented, often by research objective, in a clear and concise way.The need for a good report cannot be overstated. It is the report, and/or its presentation, that properly communicates the results to the client.