Download Marketing Research Essentials

Chapter 2
TheResearch
Marketing
The Marketing
Process
and the Research
ManagementProcess
of Marketing
Research
and the
Management of
Marketing Research
Copyright © 2000 by John Wiley & Sons, Inc.
Learning Objective
CHAPTER
two
Chapter 2
Learning Objective
Learning Objectives
The Marketing Research Process
and the Management of Marketing
Research
1. To learn the steps involved in the marketing
research process.
2. To understand the components of the
research request.
3. To learn the advantages and disadvantages
of survey, observation, and experimental
research techniques.
4. To become familiar with the nature of research
management.
Chapter 2
The Marketing Research Process
and the Management of Marketing
Research
THE
RESEARCH
PROCESS
Learning Objective
To learn the steps
involved in the marketing
research process.
Step One: Identifying and Formulating the
Research Problem/Opportunity
The marketing research problem: information
The marketing research objective: insight
The management decision problem: action
Find Out Why Information is Being Sought
Determine Whether the Information Already
Exists
Figure
2.1 2
Chapter
The
Marketing
Research
Process
The
Marketing
Research
Process
Learning Objective
and the Management of Marketing
(8)
Research
Follow-up
(7)
Writing and
Presenting the
Report
(6)
Analyzing the
Data
(2)
Creating of the
Research Design
(1)
Identifying the
Research
Problem/Opportunit
y
(5)
Collecting the
Data
(3)
Choosing the
Method of
Research
(4)
Selecting the
Sampling
Procedure
Chapter 2
The Marketing Research Process
and the Management of Marketing
Research
THE
RESEARCH
PROCESS
Learning Objective
To learn the steps
involved in the marketing
research process.
Determine Whether the Question Can Really
Be Answered.
Using Exploratory Research to Define the
Problem/Opportunity.
Definition of Research Objectives.
Research Objectives Must Avoid the “Nice to
Know” Syndrome.
Management Decisions and Research
Objectives
Chapter 2
The Marketing Research Process
and the Management of Marketing
Research
THE
RESEARCH
PROCESS
Learning Objective
To learn the steps
involved in the marketing
research process.
Research Objectives Stated As Hypotheses.
Step Two: Creating the Research Design
a plan to answer the research hypothesis
Descriptive Studies: who, what, where,
when, and how
Causal Studies: whether one variable
determines the value of another variable
• temporal sequence
• concomitant variation
• spurious association
Chapter 2
The Marketing Research Process
and the Management of Marketing
Research
THE
RESEARCH
PROCESS
Learning Objective
To learn the steps
involved in the marketing
research process.
Step Three: Choosing a Basic Method of
Research
Survey: an interviewer and questionnaire
Observation: to monitor respondents’
actions without direct interaction
Experiments: to measure causality
Step Four: Selecting the Sampling
Procedure
Probability versus Nonprobability Samples
Chapter 2
The Marketing Research Process
and the Management of Marketing
Research
THE
RESEARCH
PROCESS
Learning Objective
To learn the steps
involved in the marketing
research process.
Step Five: Collecting the Data
• Marketing research field service
• interviewing
Step Six: Analyzing the Data
• To interpret and draw conclusions
Step Seven: Preparing and Writing the
Report
• Communicating the conclusions and
recommendations to management
Chapter 2
The Marketing Research Process
and the Management of Marketing
Research
THE
RESEARCH
PROCESS
Learning Objective
To understand the
components of the
research request.
Step Eight: Following Up
• Using the findings without conflict among
departments
The Research Request
Clearly state why the desired information is
critical to the organization
1. Action
2. Origin
3. Information
4. Use
Chapter 2
The Marketing Research Process
and the Management of Marketing
Research
THE
RESEARCH
PROCESS
Learning Objective
To learn the steps
involved in the marketing
research process.
5. Targets and subgroups
6. Logistics
7. Comments
Chapter 2
The Marketing Research Process
and the Management of Marketing
Research
MANAGING
MARKETING
RESEARCH
Learning Objective
To learn the advantages
and disadvantages of
survey, observation . . .
What Decision Makers Want From
Marketing Research
1. maintains client confidentiality
2. is honest
3. is punctual
4. is flexible
5. delivers against project specifications
Chapter 2
The Marketing Research Process
and the Management of Marketing
Research
MANAGING
MARKETING
RESEARCH
Learning Objective
To learn the advantages
and disadvantages of
survey, observation . . .
What Decision Makers Want From
Marketing Research
6. provides high-quality output
7. is responsive to the client’s needs
8. has high quality-control standards
9. is customer-oriented
10. keeps the client informed
Chapter 2
The Marketing Research Process
and the Management of Marketing
Research
MANAGING
MARKETING
RESEARCH
Learning Objective
To learn the advantages
and disadvantages of
survey, observation . . .
Good Communication Is a Necessity
Managers spend at least 80 percent of every
working day communicating with others.
The Nature of the Decision-Making
Information Depends on the Type of
Research Conducted
• Segmentation opportunities?
• Profiles of the various segments?
• Do some segments appear to be more likely
candidates?
• New product opportunities?
• Marketing program options?
Chapter 2
The Marketing Research Process
and the Management of Marketing
Research
MANAGING
THE
RESEARCH
PROCESS
Learning Objective
To learn the advantages
and disadvantages of
survey, observation . . .
Data Quality
• Minimize sources of error.
Managing Costs
• systems to capture costs
• daily reporting of costs
• policies and practices to communicate the
budget picture to clients
• identify over budget situations
Chapter 2
The Marketing Research Process
and the Management of Marketing
Research
MANAGING
THE
RESEARCH
PROCESS
Learning Objective
To learn the advantages
and disadvantages of
survey, observation . . .
• If over budget due to client error. . .
• offer options early regarding higher costs
• smaller sample size
• shorter interviews
Time Management
• Keeping the project on schedule
• Can anything be done to speed up the
process
Chapter 2
The Marketing Research Process
and the Management of Marketing
Research
MANAGING
THE
RESEARCH
PROCESS
Learning Objective
To become familiar with
the nature of research
management.
Good Research Management Motivates
Decision-Makers To Use Research
Information
The determinants of whether a manager used
research data:
(1) conformity to prior expectations
(2) clarity of presentation
(3) research quality
(4) political acceptability
(5) lack of challenge to the status quo
Chapter 2
The Marketing Research Process
and the Management of Marketing
Research
Learning Objective
The End
Copyright © 2000 by John Wiley & Sons, Inc.