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Lecture Marketing research essentials (9th Edition): Chapter 2 - McDaniel, Gates

Conducting marketing research involves a series of logical steps, beginning with problem definition and research objectives. What are the steps in the marketing research process? How is the research process initiated? These are the issues we will address in this chapter. Chapter 2 - Problem definition, exploratory research, and the research process. | 2-1 Chapter Two 2-2 1. Recognize the problem or opportunity 2. Find out why the information is being sought 3. Understand the decision making environment 4. Use the symptoms to help clarify the problem Can the problem become opportunity? Any suspect motives? Examine cultural & bureaucracy issues Determine cause & effect relationships The Problem Definition Process Key Terms & Definitions 2-3 5. Translate management problem to marketing research problem 6. Determine whether the information already exists 7. Determine whether the question can be answered 8. State the research objectives Management support is key Have you researched other research? Are the objectives clear and realistic? Include timetable and responsible party The Problem Definition Process Key Terms & Definitions The professor might want to emphasize this process because many times the students do not put enough thought into formulating research objectives. Situation Analysis 2-4 The Decision-Making Environment . | 2-1 Chapter Two 2-2 1. Recognize the problem or opportunity 2. Find out why the information is being sought 3. Understand the decision making environment 4. Use the symptoms to help clarify the problem Can the problem become opportunity? Any suspect motives? Examine cultural & bureaucracy issues Determine cause & effect relationships The Problem Definition Process Key Terms & Definitions 2-3 5. Translate management problem to marketing research problem 6. Determine whether the information already exists 7. Determine whether the question can be answered 8. State the research objectives Management support is key Have you researched other research? Are the objectives clear and realistic? Include timetable and responsible party The Problem Definition Process Key Terms & Definitions The professor might want to emphasize this process because many times the students do not put enough thought into formulating research objectives. Situation Analysis 2-4 The Decision-Making Environment Studying the decision making environment within which the marketing research will take place. Can be as simple as: Talking to brand managers Reading company reports Visiting production facility 2-5 Purposes Define Terms Clarify Problems Develop Theories Establish Priorities Gain General Information Preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied. Exploratory Studies Defined The Decision-Making Environment Key Terms & Definitions Examples of actual products/brands and situations help when explaining this type of research. 2-6 Forms of Exploratory Research Pilot Studies- surveys using a limited number of respondents and often employing less rigorous sampling techniques than larger quantitative studies Experience Surveys- discussions with knowledgeable individuals, both inside and outside the organization, who may provide insight to the problem Secondary Data- data