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2: The Marketing Research Process and Proposals

2: The Marketing Research Process and Proposals. Determining the Need for Research Process. “Can the decision-making problem or question be solved based on past experience and managerial judgment?”. Situations when research might not be needed. Information already available

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2: The Marketing Research Process and Proposals

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  1. 2: The Marketing Research Process and Proposals

  2. Determining the Need for Research Process “Can the decision-making problem or question be solved based on past experience and managerial judgment?”

  3. Situations when research might not be needed • Information already available • Insufficient time frames • Inadequate resources • Costs outweigh value • Market is too volatile (hi-tech)

  4. Phases of the Research Process Phase I Determine the Research Problem Phase II Select Appropriate Research Design Phase III Execute the Research Design Phase IV Communicate the Research Results

  5. Scientific Method Logical Ongoing Objective Valid Systematic Reliable

  6. Step 1. Identify and clarify information needs Step 2. Define the research problem and questions Phase I. Determine the Research Problem Step 3. Specify research objectives and confirm information value

  7. Step 1: Identify and clarify information needs • Purpose of the research request • Understand the complete problem situation • Identify and separate out symptoms • Determine the unit of analysis • Determine the relevant variables

  8. The Iceberg Principle

  9. Step 2: Define the Research Problem and Questions Initial research problems/questions Redefined research problems/questions

  10. Step 3: Specify Research Objectives and Confirm Information Value • Can the information be collected at all? • Can the information be collected within budget constaints? • Will the information provide significant new insights? • What are the benefits of this information?

  11. Step 4. Determine the research design and data sources Step 5. Develop the sampling design and sample size Phase II. Select the Research Design Step 6. Examine measurement issues and scales Step 7. Design and pretest the questionnaire

  12. Step 4: Determine the Research Design Exploratory Research Descriptive Research Causal Research

  13. Step 5: Develop the Sampling Design and Sample Size • Identify the relevant defined target population by either: • conducting a census of all members, or • selecting a subgroup • Develop a probability or non-probability sampling plan • Determine how many people need to be investigated

  14. Step 6. Examine Measurement Issues and Scales • Determine level and kinds of information needed • Develop or access reliable and valid scales / measures and constructs • Choose best question stems / stimuli and response formats • Single or multi-item measures used to collect data • Determine method of analysis

  15. Step 7: Design and Pretest Research Instrument(s) Questionnaires can be pretested in a usability lab like this one

  16. Step 8. Collect and prepare data Step 9. Analyze data Phase III. Execute the Research Design Step 10. Interpret data to create knowledge

  17. Step 11. Prepare and present final report Phase IV. Communicate the Research Results Executive Summary Introduction Problem Definition & Objectives Methodology Results, Findings, Limitations of Study

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