1. Learning Objectives 1 Problem Definition and the Research Process Copyright © 2002 South-Western /Thomson Learning CHAPTER three

2. Learning Objectives 2 2. To learn the steps involved in the marketing research process. 3. To understand the components of the research request. 4. To learn the advantages and disadvantages of survey, observation, and experimental research techniques. 5. To become familiar with how the research process is initiated. 1. To understand the problem definition process.

3. Learning Objectives 3 To understand the problem definition process. Correctly Defining the Problem Step One: Identify the Problem and State the Marketing Research Objectives The process for defining the problem is shown in figure 3.1 The best objectives will lead to precise decision making information for managers.

4. Learning Objectives 4 To understand the problem definition process. Figure 3.1 The Problem Definition Process Recognize the problem or opportunity Find out why the information is being sought Understand the decision-making environment ( the industry, company, product, and target market) Use the symptoms to help clarify the problem Opportunity verification Conducting Exploratory Research Using the Internet for Exploratory Research Correctly Defining the Problem

5. Learning Objectives 5 To understand the problem definition process. Translate the management problem into a marketing research problem Determine whether the information already existsDetermine whether the research problem can really be answered. State the research objectives Avoid the ”Nice to Know” Syndrome Management Decisions and Research Objectives Research Objectives Stated as Hypotheses Correctly Defining the Problem

6. Learning Objectives 6 To learn the steps involved in the marketing research process. Step Two: Creating the Research Design Descriptive Studies: who what where when how Causal Studies: concomitant variation spurious association The Marketing Research Process

7. Learning Objectives 7 The Marketing Research ProcessFigure 3.2 (1) Identifying the Problem and State the Marketing Research Objectives (2) Creating of the Research Design (3) Choosing the Method of Research (4) Selecting the Sampling Procedure (5) Collecting the Data (6) Analyzing the Data (7) Writing and Presenting the Report (8) Follow-up

8. Learning Objectives 8 To learn the steps involved in the marketing research process. Step Three: Choosing a Basic Method of Research Survey: an interviewer and questionnaire Observation: to monitor respondents’ actions without direct interaction Experiments: to measure causality Step Four: Selecting the Sampling Procedure Probability versus Nonprobability Samples The Marketing Research Process

9. Learning Objectives 9 To learn the steps involved in the marketing research process. Step Five: Collecting the Data Marketing research field service Step Seven: Preparing and Writing the Report Using the Internet to Disseminate Reports Judging the quality of a Report Step Six: Analyzing the Data To interpret and draw conclusions The Marketing Research Process

10. Learning Objectives 10 To understand the components of the research request. The Research Request 1. Action 2. Origin 3. Information 4. Use 5. Targets and subgroups 6. Logistics 7. Comments Managing the Research Process

11. Learning Objectives 11 To learn the advantages and disadvantages of survey, observation... 1. Maintains client confidentiality 2. Is honest 3. Is punctual 4. Is flexible 5. Delivers against project specifications What Decision Makers Want From Marketing Research Managing the Research Process

12. Learning Objectives 12 6. Provides high-quality output 7. Is responsive to the client’s needs 8. Has high quality-control standards 9. Is customer-oriented 10. Keeps the client informed To learn the advantages and disadvantages of survey, observation... Managing the Research Process

13. Learning Objectives 13 Managers spend at least 80 percent of every working day communicating with others. Good Communications Are a Necessity Good Research Management Motivates Decision-Makers To Use Research Information The determinants of whether a manager used research data: (1) conformity to prior expectations (2) clarity of presentation To learn the advantages and disadvantages of survey, observation... Managing the Research Process

14. Learning Objectives 14 To become familiar with the nature of research management. (3) research quality (4) political acceptability (5) lack of challenge to the status quo Managing the Research Process

15. Learning Objectives 15 Correctly Defining the Problem The Marketing Research Process Managing the Research Process SUMMARY

16. Learning Objectives 16 The End Copyright © 2002 South-Western/Thomson Learning