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The Marketing Research Process and Proposals

The Marketing Research Process and Proposals. 2. Learning Objectives. Describe the major environmental factors influencing marketing research Discuss the research process and explain the various steps Distinguish between exploratory, descriptive, and causal research designs

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The Marketing Research Process and Proposals

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  1. The Marketing Research Process and Proposals 2

  2. Learning Objectives • Describe the major environmental factors influencing marketing research • Discuss the research process and explain the various steps • Distinguish between exploratory, descriptive, and causal research designs • Identify and explain the major components of a research proposal

  3. Carolina Consulting Company

  4. Information Research Process • Information research process is the systematic task steps in the gathering, analyzing, interpreting, and transforming of data structures and results into decision-making information

  5. Research Is Not Always Necessary • Information already available • Insufficient time frames • Inadequate resources • Costs outweigh value

  6. Exhibit 2.2 Phases of the Information 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

  7. Scientific Method Logical Objective Systematic Reliable Valid

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

  9. 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

  10. Exhibit 2.5 The Iceberg Principle

  11. Step 2: Define the Research Problem and Questions Initial research question Redefined research questions

  12. Classification of Marketing Research Problem Identification Research • Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research. Problem Solving Research • Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research.

  13. Step 3: Specify Research Objectives and Confirm Information Value • Can the information be collected at all? • Can the information tell the decision maker something not already known? • Will the information provide significant insights? • What benefits will be delivered by this information?

  14. Figure 2.7 Errors in Defining the Market Research Problem Errors in Defining the Market Research Problem Common Errors • Problem Definition is too Broad • Does Not Provide Guidelines for Subsequent Steps • e.g., Improving the Company’s Image • Problem Definition is too Narrow • May Miss Some Important Components of the Problem • e.g. Changing Prices in Response to a Competitor’s Price Change.

  15. 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

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

  17. 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

  18. Step 6. Examine Measurement Issues and Scales • Level of information needed • Reliability and validity of information • Development of reliable and valid scale measurement • Dimensions underlining critical factors • Single or multi-item measures used to collect data

  19. Step 7: Design and Pretest Questionnaire Questionnaires can be pretested in a usability lab like this one

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

  21. 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

  22. Research Proposal Outline • Purpose of proposed research project • Type of study • Definition of target population and sample size • Sample design and data collection method • Specific research instruments • Potential managerial benefits • Proposed cost for total project • Profile of research company • Optional dummy tables of projected results

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