Marketing Research Chapter 3 part 1

11 Steps in the marketing research process (EDEDIDDDCAP)
establish the need for marketing research, define the problem, establish research objectives, determine research design, identify information types and sources, determine methods of accessing data, design data collection forms, determine the sample plan and size, collect data, analyze data, prepare and present the final research report
1st step in the marketing research process
establish the need for marketing research
when does the need for marketing research arise?
when managers must make decisions and they have inadequate information
4 instances when marketing research is not needed (ITFC)
information is already available, timing is wrong to conduct research, funds aren’t available, cost outweighs the value
what often plays a critical role in making the decision to use marketing research?
time
2nd step in the marketing research process
define the problem
the need to make a decision requires _____
decision alternatives
what “making a decision” means
firm must identify its decision alternatives and then choose from among them
3rd step in the marketing research process
establish research objectives
what tells the researcher exactly what he or she must do to obtain the information necessary to allow the manager to choose between decision alternatives?
research objectives
4th step in the marketing research process
determine research design
research design
research approach undertaken to meet the research objectives
decision made in determing research objectives is whether the research will be ___, ___, or ___
descriptive, diagnostic, or prescriptive
descriptive research
most basic objective; goal is to describe marketing phenomena
____ research: study conducted to measure customer satisfaction on a 10-point scale
descriptive
diagnostic research
designed to determine sources of satisfaction and dissatisfaction
____ research: a retailer finding out that customers perceive that it carries too little inventory
diagnostic
prescriptive research
provides information that allows the manager to best remedy the dissatisfaction
____ research: would allow the retailer to choose which variety or assortment of merchandise to add to gain the greatest increases in customer satisfaction
prescriptive
3 widely recognized research designs
exploratory, descriptive, causal
____ research: going to the library to collect background information on a topic
exploratory
research to determine the level of awareness of advertising, intentions to buy a product, or satisfaction level with service are all _____
descriptive
causal research
attempts to uncover what factor causes an event
___ research: figuring out will a change in package size of detergent cause a change in sales?
causal
causal studies are achieved from a class of studies called ____
experiments
5th step in the marketing research process
identify information types and sources
___ information should always be sought first
secondary
syndicated data
information collected by research companies that’s made available to those who will pay for it
6th step in the marketing research process
determine methods of accessing data
4 main choices of accessing data (PCMC)
person asking questions, computer-assisted or direct questioning, mail survey (allow respondents to answer questions themselves without computer assistance), or combination of two or more previous
using 2 or more types of accessing data is referred to as
hybrid studies
the most popular form of accessing data
online surveys
7th step in the marketing research process
design data collection forms
questionnaire form
communicate with respondents
observation form
observing respondents
8th step in the marketing research process
determine the sample plan and size
population
entire group the researcher wants to make inferences based on information provided by the sample data
populations should be defined by the ___
research objectives
sample
subset of the population
sample plan
describes how each sample element (unit) is to be drawn for the total population
sample size
number of elements of the population that are used to make up the sample
9th step in the marketing research process
collect data
validation
control to minimize errors in data collection
validation means that ____% of all respondents are randomly selected, re-contacted, and asked if they indeed took part in a survey
10
field services firms
companies that specialize in data collection
10th step in the marketing research process
analyze data
objective of data analysis
use statistical tools to present data in a form that satisfies the research objectives
11th step in the marketing research process
prepare and present the final research report
what is the most important step?
defining the problem (2)