Why Study Marketing Research? Marketing research provides information to Good research guide marketing is like a parachute. Without it, you conld comte to the wrong conclusion decisions wwe waked with al anara an fielding projects d all typo soe why our seasone safl o prea suecos Suggested reading: tall Iree at TIRP. 233 and ask abeut Neal, William D(2002), Getting Serious about JRE Marketing research Marketing Research (Summer), 24-28 O Copy rights reserved, Zou Deqiang
6 6 © Copy rights reserved, Zou Deqiang Why Study Marketing Research? Marketing research provides information to guide marketing decisions Suggested Reading: •Neal, William D. (2002), “Getting Serious about Marketing Research,” Marketing Research, (Summer), 24-28. Suggested Reading: •Neal, William D. (2002), “Getting Serious about Marketing Research,” Marketing Research, (Summer), 24-28
And Marketing researchers bring the voice of the customer (voC) to the decision-making table More than 50% of the MBa programs in the United States don't require a single course in marketing research 7 O Copy rights reserved, Zou Deqiang
7 7 © Copy rights reserved, Zou Deqiang And … • Marketing researchers bring the voice of the customer (VOC) to the decision-making table. • More than 50% of the MBA programs in the United States don’t require a single course in marketing research
Marketing Research Defined Systematic design, collection analysis, and reporting of data and findings relevant to a specific marketing situation facing a company 8 O Copy rights reserved, Zou Deqiang
8 8 © Copy rights reserved, Zou Deqiang Marketing Research Defined Systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company. Systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company
To Be professional Synovate: Curiosity is necessary to be a good marketing researcher www.synovate.com Need for uniqueness? iMac for professors Suggested Reading: Segal. Madhav N. and Edmund Hershberger(2006),Preparing Research Professionals, Marketing Research, (Fall), 18-25 9 O Copy rights reserved, Zou Deqiang
9 9 © Copy rights reserved, Zou Deqiang To Be Professional • Synovate: Curiosity is necessary to be a good marketing researcher • www.synovate.com • Need for uniqueness? ¾ iMac for professors Suggested Reading: •Segal, Madhav N. and Edmund Hershberger (2006), “Preparing Research Professionals,” Marketing Research, (Fall), 18-25. Suggested Reading: •Segal, Madhav N. and Edmund Hershberger (2006), “Preparing Research Professionals,” Marketing Research, (Fall), 18-25
The Marketing Research Process Defining the problem and research objectives Developing the research plan Implementing the research plan Interpreting and reporting the findings Defining the Developing the implementing the problem and research plan research plan Interpreting and research for collecting collecting and eporting objectives analyzing the dat the findings O Copy rights reserved, Zou Deqiang
10 10 © Copy rights reserved, Zou Deqiang The Marketing Research Process • Defining the problem and research objectives • Developing the research plan • Implementing the research plan • Interpreting and reporting the findings