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 of data structures and results into decision-making information

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 Information already available Insufficient time frames Inadequate resources Costs outweigh value

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 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 Purpose of the research request Understand the complete problem situation Identify and separate out symptoms Determine the unit of analysis Determine the relevant variables

Exhibit 2.5 The Iceberg Principle

Step 2: Define the Research Problem and Questions Initial research question Redefined research questions

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 Exploratory Research Descriptive Research Causal Research

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 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 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 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