Marketing research process

Step 9: Collect Data

- Errors in collecting data may be attributed to fieldworkers or respondents and they may be either intentional or unintentional - What is important is that the researcher knows the sources of these errors and implements controls to minimize them

Step 1

: Establish the Need for Marketing research

Step 8: Determine Sample Plan and Size

A population consist of then entire group that the researcher wishes to make inferences about based upon information provided by the sample data A sample is a subset of the population. Sample plans describe how each sample element, or unit, is to be drawn from then total population The size of the sample determines how accurately your sample results reflect values in the population

Step 10:

Analyze Data

Step 9:

Collect Data

Step 2:

Define the Problem

Step 7:

Design Data Collection Forms

Step 4:

Determine Research Design

Step 8:

Determine Sample Plan and Size

Step 6:

Determining Methods of Accessing Data

Step 3:

Establish the Research Objective

Step 10: Analyze Data

Future chapters will discuss analyzing data

Step 5:

Identify Information Types and Sources

Step 11:

Prepare and Present the final Research Report

Step 11: Prepare and Present the final Research Report

Preparing and presenting the marketing research report is very important because, often, this is the only record of the research project for the client

Step 3: Establish the Research Objective

Research objectives tell the researcher exactly how to obtain the information necessary to allow the manager to choose between the decision alternatives

Step 5: Identify Information Types and Sources

Since research provides information to help solve problems, researchers must identify the type and sources of information they will use in step 5 Primary Information: Information collected specifically for the problem at hand Secondary information: Information already collected

Step 1: Establish the Need for Marketing research

The need for marketing research is affected by company policy: Conducting different types of studies on a continuous basis at specified intervals

Step 4: Determine Research Design

There are 3 widely recognized research designs: Exploratory - a form of casual informal research that is undertaken to learn more about the research problem, learn terms and definitions, or identify research opportunities Descriptive- describes the phenomena of interest Causal - attempts to uncover what factors cause some event

Step 2: Define the Problem

This is the most important of the steps, if the problem is incorrectly defined, all else is a wasted effort The problem can be viewed as a statement of decision alternatives If there are no alternatives, no decision is necessary Step 3: Establish the Research Objective

Step 6: Determining Methods of Accessing Data

When a researcher must communicate with respondents, there are four main choices of accessing data Have a person ask questions Use computer assisted questioning Allow respondents to answer questions themselves without computer assistance Use a combination of the above three methods

Step 7: Design Data Collection Forms

Will the questions asked generate answers that satisfy the research objectives and ultimately solve the "problem"? Questionnaire must be worded objectively, clearly, and without bias in order to communicate with respondents