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    Hanhchau Nguyenngoc
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    The document outlines the key steps in the marketing research process including: 1) Defining the problem and research objectives 2) Determining the appropriate research design including exploratory, descriptive, or causal research 3) Deciding on the necessary data types and collection methods like surveys, interviews, observations or using secondary data

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    The document outlines the key steps in the marketing research process including: 1) Defining the problem and research objectives 2) Determining the appropriate research design including exploratory, descriptive, or causal research 3) Deciding on the necessary data types and collection methods like surveys, interviews, observations or using secondary data

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    22 views1 page

    Marketing Research Process - Chau Kute New

    Uploaded by

    Hanhchau Nguyenngoc
    The document outlines the key steps in the marketing research process including: 1) Defining the problem and research objectives 2) Determining the appropriate research design including exploratory, descriptive, or causal research 3) Deciding on the necessary data types and collection methods like surveys, interviews, observations or using secondary data

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    of 1

    7.

    Analysis and Interpretation Simple random sampling Stratified sampling Cluster sampling The first step in any marketing research project and is critical to its success Focus on the real research problem. not the symptoms Anticipate how the information will be used All parties involved must Avoid prescribing a specific study until the problem is fully understood and defined

    Propability Sampling Types of Sampling Nonprobability Sampling Sampling Frame Sampling Size Response Rates 6. Sample design

    1. Problem Definition

    The collection of marketing research information involves construction of a data collection onstrument called survey or questionaire Multiple Choice Open-ended Survey research Scaled questions Categorical Double-barreled wording Loaded wording Ambiguous wording Inappropriate wording Missing alternatives

    Exploratory Research

    Unaware of Problem Carried out to satisfy researcher's desire for better understanding, or to develop preliminary background and suggest issues for a more detailed follow-up study Aware of Problem Normally directed by one or more formal research questions or hypotheses

    2. Determining Research Designs 5. Determining on Data Collection Instruments Marketing Research Process

    Descritive Research

    Cross-sectional study Longitudinal research

    5 Errors in Question design

    Casual Research

    Problem Clearly Defined Experiments in which researchers manipulate independent variables and then observe or measure the dependent variables of interest.

    Most common exploratory procedure Involve a small group (8-12 ppl) in a discussion for no more than 2 hours Group interaction stimulates thiniking and reactions Designed to get in-depth, open-ended responses Relatively cost-effective Wide geographical area Centralized control of data collection

    Observation

    Direct Indirect Disguised Public

    Primary Data Focus Groups 3. Decision on Data Types 4. Determining Data Collection Methods

    Mail Interview Telephone Interview Personal Interview Panel Interview Company records Data from Marketing design support systems Proprietary External Data Nonproprietary Customer research Sydicated Services Published reports Census data Periodicals

    Internal Data

    Telephone Surveys Secondary Data Mail Surveys Personal Interviews Mail Intercepts Internet Surveys

    Projective techniques and observations

    Marketing Research Process.mmap - 4/16/2012 - Mindjet

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