Lecture Marketing research - Chapter 2:

CHAPTER Two

Learning Objectives

Problem Definition and
the Research Process

Copyright © 2004
John Wiley & Sons, Inc.


Learning Objectives

Learning Objectives
1. To understand the problem definition process.
2. To learn the steps involved in the marketing research
process.
3. To understand the components of the research
request.
4. To learn the advantages and disadvantages of
survey, observation, and experimental research
techniques.
5. To become familiar with how the research process is
initiated.


Correctly Defining the
Problem

Learning Objectives
To understand the problem

definition process.

Identify the Problem and State the
Marketing Research Objectives
The process for defining the problem is shown in figure 2.1

The best objectives will lead to precise decision making
information for managers.


Correctly Defining the
Problem

Learning Objectives
To understand the problem
definition process.

Figure 2.1 The Problem Definition Process
Recognize the problem or opportunity
Opportunity verification
Find out why the information is being sought

Understand the decision-making environment
( the industry, company, product, and target market)
Conducting Exploratory Research
Using the Internet for Exploratory Research
Use the symptoms to help clarify the problem


Correctly Defining the

Problem

Learning Objectives
To understand the problem
definition process.

Translate the management problem into a marketing
research problem

Determine whether the information already exists
Determine whether the research problem can really be answered.
Avoid the ”Nice to Know” Syndrome
Management Decisions and Research Objectives
Research Objectives Stated as Hypotheses
State the research objectives


Learning Objectives
The Marketing Research
Process

Figure 2.2

(8)
Follow-up
(2)
Creating of the
Research Design

(7)

Writing and
Presenting the
Report

(6)
Analyzing the
Data

(1)
Identifying the
Problem and State
the Marketing
Research
Objectives

(5)
Collecting the
Data

(3)
Choosing the
Method of
Research
(4)
Selecting the
Sampling
Procedure


The Marketing Research

Process

Learning Objectives
To learn the steps involved in the
marketing research process.

Creating the Research Design
Descriptive Studies:
• who
• what
• where
• when
• how
Causal Studies:
• concomitant variation
• spurious association


The Marketing Research
Process

Learning Objectives
To learn the steps involved in the
marketing research process.

Choosing a Basic Method of Research
Survey: an interviewer and questionnaire
Observation: to monitor respondents’ actions without
direct interaction
Experiments: to measure causality

Selecting the Sampling Procedure
Probability versus Nonprobability Samples


The Marketing Research
Process

Learning Objectives
To learn the steps involved in the
marketing research process.

Collecting the Data
Marketing research field service
Analyzing the Data
To interpret and draw conclusions
Preparing and Writing the Report
•Using the Internet to Disseminate Reports
•Judging the quality of a Report


Learning Objectives

SUMMARY

• Correctly Defining the Problem
• The Marketing Research Process
• Managing the Research Process


Learning Objectives

The End

Copyright 2004, John Wiley & Sons, Inc.