1. Chapter 2 The Marketing Research Process and Proposals Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

2. 2-2 Research Drives Marketing Decisions Information research process: A systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information

3. 2-3 Determining the Need for Information Research Questions a decision maker should ask: – Can the problem and/or opportunity be resolved using existing information and managerial judgment? – Is adequate information available within the company’s internal systems to address the problem? – Is there enough time to conduct the necessary research before the final managerial decision must be made? – Do the benefits of having the additional information outweigh the costs of gathering the information? – Will the research provide useful feedback for decision making? – Will this research give our competitors too much information about our marketing strategy?

4. 2-4 Situations When Marketing Research Might not be Needed

5. 2-5 Overview of the Research Process Phases of the research process are guided by the scientific method – Scientific method: Research procedures should be logical, objective, systematic, reliable, and valid

6. 2-6 The Four Phases of the Information Research Process

7. 2-7 Phases and Steps in the Information Research Process

8. 2-8 The Iceberg Principle

9. 2-9 Research Proposals Research proposal: Document that provides an overview of the proposed research and methodology – Serves as a written contract between the decision maker and the researcher

10. 2-10 General Outline of a Research Proposal

11. 2-11 General Outline of a Research Proposal, cont.