1. Information Reduces uncertainty Helps focus decision making

2. 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

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

4. 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

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

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

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

8. 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.

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

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

11. 11 State the research questions and research objectives

12. Hypothesis A statement that can be refuted by empirical data

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

15. Secondary (historical) Data PilotStudy ExperienceSurvey CaseStudy ExploratoryResearch

16. Research Design Master plan Framework for action Specifies methods and procedures

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

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

20. Data Gathering Stage

21. Data Processing and Analysis

22. Conclusions And Report Writing Effective communication of the research findings

23. 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