SURVEYS &

MULTIVARIATE
ANALYSIS

Chapter 1, 2, 4: MARKETING RESEARCH REVIEW

Vu Quang Nguyen
MARKETING RESEARCH

Marketing Research
 MR PROCESS
Problem Definition

Development of an Approach to
the Problem

Research Design Formulation

Marketing Research

Fieldwork

Data Preparation and Analysis

Report Preparation and

Presentation
PROBLEM DEFINITION

Problem Definition
 TASKS

Discussions with Decision Makers Interviews with Industry Experts Secondary Data Analysis Qualitative Research

Problem Definition
MDP vs MRP

Management Decision Problem

VS

Marketing Research Problem

DATA IN RESEARCH

Secondary Data

VS

Primary Data
 SECONDARY DATA

Secondary Data Advantages & Disadvantages

 CLASSIFICATION

Internal

Secondary Data

External
 CLASSIFICATION
Published Materials

External Computerized Databases

Syndicated Services
THANK YOU!