marketing r esearch
Post on 23-Feb-2016
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Marketing Research
Vincent Le Morillon
Professor: Kristina Zikienė University year: 2012-2013
Problem Definition, Exploratary Research and the Research Process
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Summary
I) Understand the problem definition
II) Comprehend how works an exploratary research
III)Learn the steps involved in the marketing research process
Conclusion
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I) UNDERSTAND THE PROBLEM DEFINITION
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First part
1• Recognize the problem or the opportunity
2• Find out why the information is being sought
3• Understand the decision-making environement (the
industry, company, products and target market)
4• Use the symptoms to clarify the problem
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Second part
5• Translate the management problem into a
marketing research problem
6• Determine whether the information already exists
7• Determine whether the question really can be
answered
8• State the research objectives
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II) COMPREHEND HOW WORKS AN EXPLORATARY RESEARCH
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What is an exploratary research?
Little is known
Situation analysis
Problem unclearly defined
Preliminary research = Not the definitive
Exploratory research = Determine the best research
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Experience Surveys Analysis
Inside and outside the organization
Informal discussion
E.g aircraft
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Secondary Data Analysis
Gathering data
Internet = Countless sources of secondary data
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Case Analysis
Review information
Present research problem
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Focus Groups
8 to 12 participants
Moderator
One particular idea
One person says generate thoughts
Group dynamics
Interplay of responses = more information
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Using Intranets for Exploratory Research
Powerful tool
Determining whether needed
Relevant information
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III) LEARN THE STEPS INVOLVED IN THE MARKETING RESEARCH PROCESS
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Marketing Research Process
Identification of the
problem and statement of the research objectives
Creation of the research
design
Choice of research method
Selection of sampling procedure
Collection of the data
Analysis of the data
Writing & presentation of the report
Follow up
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Managing the Research Process
Research Request: An internal document used by large organizations that describes a potential research project, Its benefits to the organization, and estimated costs; it must be formally approved before a research project can begin.
Action Origin Informa-tion Use Target
group Logistic Comm-ent
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Conclusion: Keep in mind
1- Problem definition
2- Exploratary research
3- Research process
Crucial
Most important
Methodology
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