chapter 3 the marketing research process and proposals n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
CHAPTER 3: The Marketing Research Process and Proposals PowerPoint Presentation
Download Presentation
CHAPTER 3: The Marketing Research Process and Proposals

Loading in 2 Seconds...

play fullscreen
1 / 19

CHAPTER 3: The Marketing Research Process and Proposals - PowerPoint PPT Presentation


  • 148 Views
  • Uploaded on

CHAPTER 3: The Marketing Research Process and Proposals. ESSENTIALS OF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush. Information Research Process. Information research process is the systematic task steps in the gathering, analyzing, interpreting, and transforming

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'CHAPTER 3: The Marketing Research Process and Proposals' - efrem


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
chapter 3 the marketing research process and proposals

CHAPTER 3: The Marketing Research Process and Proposals

ESSENTIALSOF MARKETING RESEARCH

Hair/Wolfinbarger/Ortinau/Bush

information research process
Information Research Process

Information researchprocess is the

systematic task steps in the gathering,

analyzing, interpreting, and transforming

of data structures and results into

decision-making information

determining the need for research process
Determining the Need for Research Process

“Can the decision-making problem or question be solved based on past experience and managerial judgment?”

situations when research might not be needed
Situations when research might not be needed
  • Information already available
  • Insufficient time frames
  • Inadequate resources
  • Costs outweigh value
exhibit 2 2 phases of the information research process
Exhibit 2.2 Phases of the Information Research Process

Phase I

Determine the Research Problem

Phase II

Select Appropriate Research Design

Phase III

Execute the Research Design

Phase IV

Communicate the Research Results

scientific method
Scientific Method

Logical

Ongoing

Objective

Valid

Systematic

Reliable

phase i determine the research problem

Step 1. Identify and clarify information needs

Step 2. Define the research problem

and questions

Phase I. Determine the Research Problem

Step 3. Specify research objectives and

confirm information value

step 1 identify and clarify information needs
Step 1: Identify and clarify information needs
  • Purpose of the research request
  • Understand the complete problem situation
  • Identify and separate out symptoms
  • Determine the unit of analysis
  • Determine the relevant variables
step 2 define the research problem and questions
Step 2: Define the Research Problem and Questions

Initial

research

question

Redefined

research

questions

step 3 specify research objectives and confirm information value
Step 3: Specify Research Objectives and Confirm Information Value
  • Can the information be collected at all?
  • Can the information tell the decision maker something not already known?
  • Will the information provide significant insights?
  • What benefits will be delivered by this information?
phase ii select the research design

Step 4. Determine the research design

and data sources

Step 5. Develop the sampling design

and sample size

Phase II. Select the Research Design

Step 6. Examine measurement issues

and scales

Step 7. Design and pretest the questionnaire

step 4 determine the research design
Step 4: Determine the Research Design

Exploratory

Research

Descriptive

Research

Causal

Research

step 5 develop the sampling design and sample size
Step 5: Develop the Sampling Design and Sample Size
  • Identify the relevant defined target population by either:
    • conducting a census of all members, or
    • selecting a subgroup
  • Develop a probability or non-probability sampling plan
  • Determine how many people need to be investigated
step 6 examine measurement issues and scales
Step 6. Examine Measurement Issues and Scales
  • Level of information needed
  • Reliability and validity of information
  • Development of reliable and valid scale measurement
  • Dimensions underlining critical factors
  • Single or multi-item measures used to collect data
step 7 design and pretest questionnaire
Step 7: Design and Pretest Questionnaire

Questionnaires can be

pretested in a usability lab

like this one

phase iii execute the research design

Step 8. Collect and prepare data

Step 9. Analyze data

Phase III. Execute the Research Design

Step 10. Interpret data to create knowledge

phase iv communicate the research results

Step 11. Prepare and present final report

Phase IV. Communicate the Research Results

Executive Summary

Introduction

Problem Definition & Objectives

Methodology

Results, Findings, Limitations of Study

research proposal outline
Research proposal outline
  • Purpose of proposed research project
  • Type of study
  • Definition of target population and sample size
  • Sample design and data collection method
  • Specific research instruments
  • Potential managerial benefits
  • Proposed cost for total project
  • Profile of research company
  • Optional dummy tables of projected results