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The Marketing Research Process: An Overview

The Marketing Research Process: An Overview. Chapter 3. Types of Marketing Research. Exploratory Descriptive Causal Concomitant variation. The Research Process. Defining the Problem Planning a Research Design Sampling Gathering the Data Processing and Analyzing the Data

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The Marketing Research Process: An Overview

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Presentation Transcript

  1. The Marketing Research Process: An Overview Chapter 3

  2. Types of Marketing Research • Exploratory • Descriptive • Causal • Concomitant variation

  3. The Research Process • Defining the Problem • Planning a Research Design • Sampling • Gathering the Data • Processing and Analyzing the Data • Formulating the Conclusions and Preparing the Report

  4. Defining the Problem • Ascertain the Decision Makers Objectives • Isolate & Identify the Problem • The Iceberg Principle • Identification of Key Variables • Research Question & Hypotheses

  5. Research Proposal & Program Strategy • Research proposal • Program strategy

  6. Exploratory Research Techniques • Secondary research • Journals • Pilot study • Research objective

  7. Planning the Research Design • Selecting Research Method • Surveys • Experiments • Secondary Research • Observation • Which is best?

  8. Sampling & Data Gathering • What is sampling? • Sampling v. population • Probability v. Nonprobability • Data gathering • Pretesting phase • Main study

  9. Data Processing & Analysis • Data processing • Editing • Coding • Analysis

  10. Conclusions & Report Preparation • Conclusions & Report Preparation

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