tailieunhanh - Lecture Marketing research (12th edition) - Chapter 3: The marketing research process

Lecture Marketing research (12th edition) - Chapter 3: The marketing research process. In this chapter, the following content will be discussed: Why should we do research? What research should be done? Is it worth doing the research? How should the research be designed to achieve the research objectives? What will we do with the research? | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Three The Marketing Research Process 2 Marketing Research 12th Edition Overview of Marketing Research Process 3 MR Process Evolves From Answers to Five Key Questions: Marketing Research 12th Edition 4 Marketing Research Process Marketing Research 12th Edition Step 1- Research Purpose Problem or opportunity analysis Which problems or opportunities are anticipated? What is the scope of the problems and the possible reasons? Evaluation of decision alternatives What are the alternatives being studied? What are the criteria for choosing among the alternatives? What is the timing or importance of the decision? Users of Research results Who are the decision makers? Are there any covert purposes? 5 Marketing Research 12th Edition Problem or Opportunity Analysis What Do Today’s Buyers Want? Today’s Buyers are: Skeptical Cautious Tired of selling and sales pressure Busy Confused 6 Marketing . | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Three The Marketing Research Process 2 Marketing Research 12th Edition Overview of Marketing Research Process 3 MR Process Evolves From Answers to Five Key Questions: Marketing Research 12th Edition 4 Marketing Research Process Marketing Research 12th Edition Step 1- Research Purpose Problem or opportunity analysis Which problems or opportunities are anticipated? What is the scope of the problems and the possible reasons? Evaluation of decision alternatives What are the alternatives being studied? What are the criteria for choosing among the alternatives? What is the timing or importance of the decision? Users of Research results Who are the decision makers? Are there any covert purposes? 5 Marketing Research 12th Edition Problem or Opportunity Analysis What Do Today’s Buyers Want? Today’s Buyers are: Skeptical Cautious Tired of selling and sales pressure Busy Confused 6 Marketing Research 12th Edition SOURCE: , January 2003. Decision Alternatives For research to be effective, it must be associated with a decision. A most useful way to clarify the decision motivating the research is to ask: What alternative actions are being considered? What actions would be taken, given the various feasible outcomes of the research? The researcher and decision maker need to discuss all possible criteria in advance, and choose those that are appropriate. Timing and importance are always pivotal issues in the research process. 7 Marketing Research 12th Edition Research Users—Decision Makers The major benefit from making an effort to reach all the decision makers is; To get the research purpose specified more adequately. To absorb a good deal about the resources that are available to deal with the problem. 8 Marketing Research 12th Edition Step 2 - Research Objective A statement of what information is needed Research objective should be framed to .