tailieunhanh - Lecture Marketing research - Chapter 2:

After completing this unit, you should be able to: To understand the problem definition process; to learn the steps involved in the marketing research process; to understand the components of the research request; to learn the advantages and disadvantages of survey, observation, and experimental research techniques; to become familiar with how the research process is initiated. | Problem Definition and the Research Process Copyright © 2004 John Wiley & Sons, Inc. CHAPTER Two Learning Objectives 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. 1. To understand the problem definition process. To understand the problem definition process. Correctly Defining the Problem Identify the Problem and State the Marketing Research Objectives The process for defining the problem is shown in figure The best objectives will lead to precise decision making information for managers. To understand the problem definition process. Figure The Problem Definition Process Recognize the problem or opportunity Find out why the information is being sought Understand the decision-making environment ( the industry, company, product, and target market) Use the symptoms to help clarify the problem Opportunity verification Conducting Exploratory Research Using the Internet for Exploratory Research Correctly Defining the Problem 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. State the research objectives Avoid the ”Nice to Know” Syndrome Management Decisions and Research Objectives Research Objectives Stated as Hypotheses Correctly Defining the Problem The Marketing Research Process Figure (1) Identifying the Problem and State the Marketing Research Objectives (2) Creating of the Research Design (3) Choosing the Method of Research (4) Selecting the Sampling Procedure (5) Collecting the Data (6) Analyzing the Data (7) Writing and Presenting the Report (8) Follow-up 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 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 To learn the steps involved in the marketing research process. Collecting the Data Marketing research field service Preparing and Writing the Report Using the Internet to Disseminate Reports Judging the quality of a Report Analyzing the Data To interpret and draw conclusions The Marketing Research Process Correctly Defining the Problem The Marketing Research Process Managing the Research Process SUMMARY The End Copyright 2004, John Wiley & Sons, Inc.