MKTG 482 ch.3
****what are the Steps in the Marketing Research Process: **** - answer Step 1:
Establish the need for marketing research
Step 2: Define the Problem
Step 3: Establish research objectives
Step 4: Determine research design
Step 5: Identify information types and sources
Step 6: Determine methods of accessing data
Step 7: Design data collection forms
Step 8: Determine the sample plan and size
Step 9: Collect data
Step 10: Analyze data
Step 11: Communicate the insights
The marketing research process: caveats to a step-by-step process
The "Step-by-Step Process": - answer-Not always presented as an 11-step process
-Not all studies use all 11 steps
-Few studies follow the steps in order
STEP 1: Establish the Need for Marketing Research - answer-Is there a real need for
marketing research?
----Marketing research is not always needed
----We often already have the information
-Research takes time and costs money
-Cost of information may outweigh value of information
-When is marketing research NOT needed?
----The information is already available
----The timing is wrong to conduct marketing research
----Funds are not available for marketing research
----Costs outweigh the value of marketing research
Step 2: Define the Problem - answerThe need to make a decision requires decision
alternatives. If there are no alternatives, no decision is necessary. (Why do you need
info, what is the underlying issue that's risen?)
Step 3: Establish objectives - answer-Research objectives state what the researchers
must do.
-Research objectives, when achieved, provide the information necessary to solve the
problem identified in step 2.
-***The list of questions you are going to ask
****what are the Steps in the Marketing Research Process: **** - answer Step 1:
Establish the need for marketing research
Step 2: Define the Problem
Step 3: Establish research objectives
Step 4: Determine research design
Step 5: Identify information types and sources
Step 6: Determine methods of accessing data
Step 7: Design data collection forms
Step 8: Determine the sample plan and size
Step 9: Collect data
Step 10: Analyze data
Step 11: Communicate the insights
The marketing research process: caveats to a step-by-step process
The "Step-by-Step Process": - answer-Not always presented as an 11-step process
-Not all studies use all 11 steps
-Few studies follow the steps in order
STEP 1: Establish the Need for Marketing Research - answer-Is there a real need for
marketing research?
----Marketing research is not always needed
----We often already have the information
-Research takes time and costs money
-Cost of information may outweigh value of information
-When is marketing research NOT needed?
----The information is already available
----The timing is wrong to conduct marketing research
----Funds are not available for marketing research
----Costs outweigh the value of marketing research
Step 2: Define the Problem - answerThe need to make a decision requires decision
alternatives. If there are no alternatives, no decision is necessary. (Why do you need
info, what is the underlying issue that's risen?)
Step 3: Establish objectives - answer-Research objectives state what the researchers
must do.
-Research objectives, when achieved, provide the information necessary to solve the
problem identified in step 2.
-***The list of questions you are going to ask
