Week 1, lecture 2 Marketing research process

Question 1

what are the 7 steps of the marketing research process

Answer 1

1) - identification of the problem and statement of research objectives
2) creation of the research design
3) choice of method of research
4) selection of the sampling method
5) collection of the data
6) analysis of the data
7) writing and presentation of the report

Question 2

defining step 1- identifying the problem

Answer 2

• incorrect research problem = wrong research objectives and wrong research q’s
• study should be well designed
• wrong q’s alsed = wrong info

Question 3

applying the iceberg principle

Answer 3

• look out for the real problems behind obvious measurable symptoms

Question 4

step 2: creation of the research plan

Answer 4

good plan = effective and efficient

Question 5

step 2: cont- exploratory vs conclusive research

Answer 5

exploratory = providing insights into understanding marketing phenomena with small sampling

conclusive- to describe specific phenomena- more formal and structured based on large samples

Question 6

Step 2 creation of the research design (the difference in methods between exploratory and conclusive)

Answer 6

exp - expert surveys, pilot surveys, secondary data, qualitative interviews, unstructured observations

Conc- surveys, secondary data, databases, panels, structured observations, experiments

Question 7

step 2: differ in results between expl and conc

Answer 7

exp- may feed into conclusive research, may illuminate specific conclusive findings

conc- may set a context to exploratory findings

Question 8

Step 3: Choice of research methods 3 types?

Answer 8

Surveys

Observations

Experiments

Question 9

step 4: selecting the sampling procedure

Answer 9

probability sampling: - every meember of the population has a known nonzero probability selection

Question 10

step 5: collecting the data?

Answer 10

• survey, questionnaire
• recuiting pps based on sampling methods
• field work

Question 11

Step 6: data analyzation

Answer 11

converting the data into a format that will answer the marketing managers questions

Question 12

step 7: how to write and present the report

Answer 12

• meet the needs of the audience
• get the structure right
• pay attention to detail
• make look good