Marketing-Information Management LAP 13 Marketing-Research Problems

Objectives: Describe the ways that marketers identify marketing-research problems / objectives. Discuss the importance of identifying the marketing- research problem.

Allie’s cold— actually allergies! Important to define the problem

  Solve problems   Take advantage of opportunities Provides information to help business’s managers: Benefits of Marketing Research

  Mid-sized and big companies— hire marketing-research firms   Small businesses—do it themselves How Marketing Research Is Conducted

  Keeps managers & researchers “on the same page”   Keeps businesses from wasting: Time Importance of Defining the Problem Money Effort

  Keeps solutions timely   Helps managers look deeper than the surface Importance of Defining the Problem

Decision Problems vs. Research Problems Discovery-oriented (what? why?) Strategy-oriented (how? which?)   Decision problem —problem from managers’ perspective   May be:

Decision Problems vs. Research Problems Problem from researchers’ perspective May be many for one decision problem   Research problem :

Research to Avoid For researchers —preconceived ideas about results For managers —lack of financial sense: Innovative new products Products with little financial risk

Describe the ways that marketers identify marketing-research problems / objectives.

  Clarifying decision problem through: Ways Managers and Researchers Define the Problem Questioning Conducting situation analysis   Translating decision problem into research problem(s)   Determining which research problems to pursue

  Deciding what kinds of information are needed: Ways Managers and Researchers Define the Problem Secondary data Primary data Secondary data Primary data   Deciding what unit of analysis to use

Ways Managers and Researchers Define the Problem   Determining the relevant variables to study   Finalizing decision into formal research objectives   Weighing costs vs. benefits

  Your current place of employment or familiar business   Current problems or opportunities (decision problem)?   Research problems?

  Independent researcher Mark   Being pressured by manager for certain research results   What would you do?

MBA Research Acknowledgments Original Developers Lelia Ventling, Sarah Bartlett Borich, MBAResearch Version 1.0 Copyright © 2011 MBA Research and Curriculum Center®

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