Kotler et al.

; Burns & Bush

Seven Characteristics of good Mkt
Research:
Uses principles of scientific inquiry and rigor.
There is allowance for research creativity.
Use of multiple methods, ie. A hybrid approach.
Interdependence of models and data.
- Work in 1 model, should work in another
Must consider the value and cost of information.
Maintain a healthy scepticism.
Always engage in ethical conduct.
Step 1:
Establish a need for MR:
1. Is info already available? If not, no need for MR
2. Timing may be wrong, or not enough time to pursue
the opportunity.
3. No funds available.
4. Are Costs (C(x)) > Benefits (B(x)) ? KEY POINT!!
Step 2:
Define the Problem:
1. Most important step in the whole process.
2. 2 gaps – what was supposed to have happened vs.
what did happen; what did happen vs. what could
have happened.
Step 3:
Determine the research objectives:
1. This provides a guide on how to get the necessary
information to address the problem.
2. States very clearly what has to be done.
Step 4:
Determine the research design and methodology:
3 types – Exploratory, descriptive, and causal (cause and
effect).
Step 5:
Identify the types and sources of information to be
used:

2 basic types – Primary & Secondary.

Step 6:
Determine how you will get the data:
This is concerned with the actual sources/outlets –
surveys, the web, observation, focus groups, etc.
Step 7:
Design the data collection forms, or use pre-existing
ones:

This usually involves the use of a survey questionnaire,

where there are a variety of methods to administer.
Step 8:
Sample Frame:

Determine the sample plan (the process used to get info

data from the population), and sample size (n), how
many (keep in mind that sample representation is the
key point here)
Step 9:
Collect data:

Use trained people; be mindful of sampling and non-

sampling error.
Step 10:
Data Analysis:

Involves data cleaning, data entry, anticipation of

findings, what is the predictive value of the data
gathered?
Step 11:
Prepare and Present final report:

Written and oral, and make sure to focus on the

objectives of the project.