MKT 4050: Chapter 3

Necessary Information to give to researchers
The 5 W’s
First step in the marketing research process
Establish Need
First 4 steps in the marketing research process
Establish Need
Define Problem
Research Objectives
Determine Design
Steps 5-8 in the marketing research process
Identify Information Sources
Decide Data Collection Method
Design Questionnaire
Determine Sample Plan & Size
Facts about the step-by-step MR process
– Not always presented as an 11-step process.
– Not all studies use all 11 steps.
– You may be able to solve the problem with – secondary data (a visit to the library or Googleâ„¢).
– Few studies follow the steps in order.
Step 1: Establish the Need for Marketing Research
Is there a real need?
Step 2: Define the problem
This is the most important of the 11 steps. If the problem is incorrectly defined, all else is wasted effort
Step 3: Research Objectives
_____ ________, when achieved, provide the information necessary to solve the problem identified in step 2. _______ _______ state what the researchers must do
Step 4: Determine Research Design
Exploratory Research

Descriptive Research

Casual Research

Exploratory Research
Collecting information in an unstructured and informal manner.
– When little is known
Descriptive Research
refers to a set of methods and procedures describing marketing variables
– Answers who what when where questions
Casual research
allows isolation of causes and effects.
– Answers the how
When is marketing research not needed?
The information is already available.
Decisions must be made now.
We can’t afford research.
Costs outweigh the value of marketing research.
Step 5: Identify Information Types and Sources
Primary Information
Secondary Information
Primary Information
information collected specifically for the problem at hand
Secondary information
information already collected
Step 6: Determine Methods of Accessing Data
– Secondary data is relatively easy to access; primary data is more complex.
– The most popular form of accessing data is online surveys.
Four Main Choices of Primary Data
– Have a person ask questions
– Use computer-assisted or direct questioning
– Allow respondents to answer questions themselves without computer assistance
– Use some combination of two or more of the previous methods
Step 7: Design Data Collection Forms
Software Programs are available to assist marketing researchers in preparing forms
ex. qualtrics.com
Step 8: Determine Sample Plan and Size
The ____ ____ describes how each sample element, or unit, is to be drawn from the total population. Gives you representativeness

______ _____ refers to determining how many elements of the population should be included in the sample. Gives you accuracy

Step 9: Collect Data
Errors in collecting data may be attributed to fieldworkers or to respondents, and they may be intentional or unintentional.
Step 10: Data Analysis
Data analysis involves entering data into computer files, inspecting data for errors, and running tabulations and various statistical tests
Step 11: Prepare and Present the Final Research Report
Its importance cannot be overstated because it is the report, or its presentation, that properly communicates the results to the client – who will then make decisions!
How to recognize a problem
managers must be
knowledgeable of objectives and actual
performance.
What is the definition of a problem
“____” are situations calling for managers to make choices among alternatives
The Role of Symptoms in Problem Recognition
_________ are changes in the level of some key metrics that measures the achievement of an objective (For e.g., Return on investment, profitability)
Research objectives (1/2)
– _______ _____ are dependent on the “problem” but they are different in that they tell the researcher what he/she must do.
Research Objectives (1/2)
– ______ ______ state specifically what information will be collected in order to allow the manager to select the correct decision alternative.
Research objectives should (1/2)
Speceify: Whom, What, the unit of measurement, and frame of reference
Research objectives should .. (2/2)
– Specify from whom the information will be collected
– Specify what variables will be measured
– Specify the unit of measurement (operational definition)
– Word the information requested from respondent using the respondent’s frame of reference
Differences between managers and researchers
Researchers are trained in research techniques and managers are trained in general decision making.

Managers are responsible for generating profits; researcher are responsible for statistical validity of the results