Information Reduces uncertainty Helps focus decision making

Stages of the Research Process Problem Discovery and Definition Research Design Sampling Data Gathering Data Processing and Analysis Conclusions and Report Discovery and Definition and so on

Research Stages Cyclical process - conclusions generate new ideas Stages can overlap chronologically Stages are functionally interrelated –Forward linkages –Backward linkages

Problem discovery Problem definition (statement of research objectives) Secondary (historical) data Experience survey Pilot study Case study Selection of exploratory research technique Selection of basic research method ExperimentSurvey Observation Secondary Data Study LaboratoryFieldInterviewQuestionnaire Selection of exploratory research technique Sampling ProbabilityNonprobability Collection of data (fieldwork) Editing and coding data Data processing Interpretation of findings Report Data Gathering Data Processing and Analysis Conclusions and Report Research Design Problem Discovery and Definition

The Marketing Research Process Problem Discovery Exploratory Research Selection of the Basic Research Method Selection of Sample Design Collection of the Data

The Research Process (cont.) Editing and Coding Data ProcessingInterpretation of the Findings Report

Stages In The Research Process Problem Discovery and Problem Definition Research Design Sampling Data Gathering Data Processing and Analysis Conclusions And Report

The Marketing Research Process This process includes: specifying what information is required; designing the method for collecting information; managing and implementing the collection of data; analyzing the results; and communicating the findings and their implications.

Problem Discovery And Definition First step Problem, opportunity, or monitor operations Discovery before definition Problem means management problem

“The formulation of the problem is often more essential than its solution” Albert Einstein

11 State the research questions and research objectives

Hypothesis A statement that can be refuted by empirical data

If you do not know where you are going, any road will take you there.

Secondary (historical) Data PilotStudy ExperienceSurvey CaseStudy ExploratoryResearch

Research Design Master plan Framework for action Specifies methods and procedures

POPULATION SAMPLE Sample: subset of a larger population. Selecting a Sample

Sampling Who is to be sampled? How large a sample? How will sample units be selected?

Data Gathering Stage

Data Processing and Analysis

Conclusions And Report Writing Effective communication of the research findings

Research Proposal A written statement of the research design that includes a statement explaining the purpose of the study. Detailed outline of procedures associated with a particular methodology