Marketing Research Process Problem/Opportunity Definition 夤 Choosing a research design Type Choosing a data collection method Designing a data collection Form Choosing a Sampling technique Collecting Data Data analysis Y. Final report Preparation 文
Marketing Research Process • Problem/Opportunity Definition • Choosing a Research Design Type • Choosing a Data Collection Method • Designing a Data Collection Form • Choosing a Sampling Technique & Collecting Data • Data Analysis • Final Report Preparation
Abbreviated Research Proposal 夤 PROBLEM STATEMENT RESEARCH OBJECTIVES METHODOLOGY Sample Procedures DATA COLLECTION INSTRUMENT 文
Abbreviated Research Proposal • PROBLEM STATEMENT • RESEARCH OBJECTIVES • METHODOLOGY – Sample – Procedures • DATA COLLECTION INSTRUMENT
Designing A Questionnaire Specify Information Requirements 夤 Determine method of administration Determine Content of Questions Determine Form of Response Determine Exact Wording of Questions Determine Question Sequence Pretest and revise if necessary 文
Designing A Questionnaire • Specify Information Requirements • Determine Method of Administration • Determine Content of Questions • Determine Form of Response • Determine Exact Wording of Questions • Determine Question Sequence • Pretest and Revise if Necessary
Adult Sport Participant Market General observations 夤 Majority of american Adults Do not Participate in many of the most common Sports Numbers Conflicting, Surgeon Generals Report(only 15% of adults say that they exercise regularly) Why 文
Adult Sport Participant Market General Observations • Majority of American Adults Do Not Participate in Many of the Most Common Sports • Numbers Conflicting; Surgeon General’s Report (only 15% of adults say that they exercise regularly) • Why?
Most Popular Sports Walking 70 Swimming 夤 2 biking EX W Equip ■ Millions of 44 People Fishing 44 rticipating at Camping 43 least once Bowling Billiards 31 Basketball 30 ng 25 0 20 40 80 文
Most Popular Sports 25 30 31 42 43 44 44 56 62 70 0 20 40 60 80 Hiking Basketball Billiards Bowling Camping Fishing Ex w Equip Biking Swimming Walking Millions of People Participating at least once