Chapter 3 The Marketing Research Process and Defining the Problem and Research Objectives Learning Objectives Flashcards
Step 1 of the Marketing Research Process
establish the need for marketing research
Step 2 of the Marketing Research Process
define the problem
Step 3 of the Marketing Research Process
establish research objectives
Step 4 of the Marketing Research Process
determine research design
Step 5 of the Marketing Research Process
identify information types and sources
Step 6 of the Marketing Research Process
determine methods of accessing data
Step 7 of the Marketing Research Process
design data collection forms
Step 8 of the Marketing Research Process
determine the sample plan and size
Step 9 of the Marketing Research Process
collect data
Step 10 of the Marketing Research Process
analyze data
Step 11 of the Marketing Research Process
communicate the insights
When is there a need for marketing research
The need for marketing research arises when managers must make decisions and they have inadequate information.
Research might not be the best solution when. . .
- The information is already available
- The timing is wrong
- Costs outweigh the value
Three widely recognized research designs are…
- exploratory
- descriptive
- causal.
Exploratory research is…
a form of casual, informal research that is undertaken to learn more about the research problem, learn terms and definitions, or identify research priorities
Descriptive research refers to…
research that describes the phenomena of interest.
Causal studies attempt to…
uncover what factor or factors cause some event.
Two types of information are…
primary (information collected specifically for the problem at hand) and secondary (information already collected).
Secondary information should…
always be sought first, since it is much cheaper and faster to collect than primary information and is sometimes superior to information that an individual firm is able to collect on its own.
Sometimes research companies collect information and make it available to all those willing to pay a subscription. This type of information is referred to as ?
syndicated data
If we communicate with respondents (ask them questions), the form is called a?
questionnaire
If we ask questions in a focus group, the form is called a?
focus group guide
A ________ consists of the entire group about which the researcher wishes to make inferences based on information provided by the sample data.
population
A ______ is a subset of the population.
sample
_______ describe how each sample element, or unit, is to be drawn from the total population.
Sample plans
The objectives of the research and the nature of the _______ (list of the population elements or units) determine which sample plan is to be used.
sample frame
How many elements of the population should be used to make up the sample? The size of the sample determines how accurately your sample results reflect values in the population
sample size
________ the people who are collecting the data,
fieldworkers
_______ means that 10% (the industry standard) of all respondents in a marketing research study are randomly selected, re-contacted, and asked if they indeed took part in the study.
Validation
Companies that specialize in data collection are referred to as _________
field services firms.
_________ is to use statistical tools to present data in a form that fulfills the research objectives
data analysis
The success of a marketing research project depends on properly pinpointing a problem to formulate the _________.
problem statement
_________ are situations that call for managers to make choices among various alternatives.
Problems
Process for Defining a Problem
- Recognize the Problem
- Understand the background of the problem
- Determine the decision alternatives
- Formulate the problem statement
___________ (KPIs) are measures that provide scores of how well a company is performing relative to its objectives.
Key performance indicators
A __________ is a potentially favorable circumstance in which a company can perform successfully.
marketing opportunity
A ________ is an observable sign that indicates that a problem exists.
symptom
A ________ is a form of exploratory research undertaken to gather background information and data pertinent to the problem area that may be helpful in properly defining the problem decision.
situation analysis
discussions with knowledgeable persons inside and outside the firm
experience surveys
examples of former, similar situations
case analyses
mini-studies that may reveal problem areas
pilot studies
small groups discussing topics such as the company’s products or services
focus groups
all marketing actions that the manager thinks may resolve the problem.
Decision alternatives
a concise description of the problem or opportunity that management is facing that requires research to make a decision.
problem statement
a goal-oriented statement or question that specifies what information is needed to solve a problem.
research objective
statements that are taken as true for the purpose of argument or investigation.
Hypotheses
an abstract idea or concept composed of a set of attitudes or behaviors that are thought to be related.
construct
elements of a construct that can be measured or quantified.
Variables
a designated quantity of a measurable attribute or characteristic that must be achieved for a predetermined action to take place.
action standard
the contract that documents what the marketing researcher pledges to deliver as a result of the marketing research process.
marketing research proposal
