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O Step One: Establishing the Need for Marketing

Research
O Step Two: ¦efining the Problem
O Step Three: Establishing Research Objectives
O Step Four: ¦etermining Research ¦esign
O Step Five: 0dentifying 0nformation Types and
Sources
O Step Six: ¦etermining Methods of Accessing
¦ata
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O Step Seven: ¦esigning ¦ata Collection Forms

O Step Eight: ¦etermining Sample Plan and Size
O Step Nine: Collecting ¦ata
O Step Ten: Analyzing ¦ata
O Step Eleven: Preparing and Presenting the Final
Research Report
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O  rketing Rese rch is not needed when the:

O required information is already available
O decisions need to be made now
O organization can¶t afford the research
O costs outweigh the value of the research
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O The most import nt step in the m rketing

rese rch process is defining the problem. (Ch. 4)
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O Dh t inform tion is needed in order to solve the

problem?
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O Explor tory Rese rch: collecting information in

an unstructured and informal manner
O ¦escriptive Rese rch: refers to a set of methods
and procedures describing marketing variables
O C us l Rese rch (experiments nd other
ppro ches): allows isolation of causes and
effects
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O Second ry ¦ t : information that has been

collected for some purpose other than the
research at hand
O árim ry ¦ t : information that has been gathered
specifically for the research objectives at hand
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O Second ry ¦ t : accessing data through sources such as

the 0nternet and library
O árim ry ¦ t : collecting data from participants through
methods such as telephone, mail, online, and face-to-face
(quantitative), and observation studies and focus groups
(qualitative)
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O The design of the d t collection form th t is

used to sk or observe nd record inform tion in
m rketing rese rch projects is critic l to the
success of the project.
O It is e sy to write set of questions but very
difficult to construct questionn ire.
O Gener l types of ³instruments´ (forms)
O åuestionnaires
O Observation Study forms (protocols)
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O S mple pl n: refers to the process used to select

units from the population to be included in the
sample
O S mple size: refers to determining how many
elements (units) of the population should be
included in the sample
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O Sound d t collection is very import nt bec use,

reg rdless of the d t n lysis methods used,
d t n lysis c nnot ³fix´ b d d t . 12
Nons mpling errors m y occur during d t
collection. These re rel ted to poor design
nd/or execution of the d t g thering.
O S mpling errors m y occur b sed purely on
ch nce
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O ¦ t n lysis: involves entering data into

computer files, inspecting data for errors (data
cleaning), running tabulations (frequencies), and
conducting various statistical tests
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O Findings re presented, often by rese rch

objective, in cle r nd concise w y.
O The need for good report c nnot be overst ted.
It is the report, nd/or its present tion, th t
properly communic tes the results to the client.