The Marketing Research Process Problem definition Conduct research Research objectives Analyse and interpret data Planning research Prepare research brief Prepare and Agree on research plan present report Data collection Research evaluation O Copy rights reserved, Zou Deqiang 11
11 11 © Copy rights reserved, Zou Deqiang The Marketing Research Process Problem definition Research objectives Planning research: Prepare research brief Agree on research plan Data collection Conduct research Analyse and interpret data Prepare and present report Research evaluation
Research Problem Before they can solve a marketing problem, marketers and researchers must first make sure they are working on the right problem Defining problems is a combination of data and judgment that demands real thought and effort Case: New Coke Opportunity cost, > the energy saving software system company O Copy rights reserved, Zou Deqiang
12 12 © Copy rights reserved, Zou Deqiang Research Problem • Before they can solve a marketing problem, marketers and researchers must first make sure they are working on the right problem. • Defining problems is a combination of data and judgment that demands real thought and effort. • Case: New Coke • Opportunity cost, ¾the energy saving software system company
Examples of Research Objectives Defining market trends and competitive structure Profiling strengths and weaknesses of suppliers Identifying primary buyers Identifying buying criteria Surveying potential users for willingness to switch O Copy rights reserved, Zou Deqiang
13 13 © Copy rights reserved, Zou Deqiang Examples of Research Objectives • Defining market trends and competitive structure • Profiling strengths and weaknesses of suppliers • Identifying primary buyers • Identifying buying criteria • Surveying potential users for willingness to switch
Defining Problem Objectives Exploratory Research Gathers preliminary information that will help define the problem and suggest hypotheses Descriptive Research Describes things(e.g, market potential for a product demographics and attitudes) Causal research > Tests hypotheses about cause-and-effect relationships O Copy rights reserved, Zou Deqiang
14 14 © Copy rights reserved, Zou Deqiang Defining Problem & Objectives • Exploratory Research: ¾Gathers preliminary information that will help define the problem and suggest hypotheses. • Descriptive Research: ¾Describes things (e.g., market potential for a product, demographics and attitudes). • Causal Research: ¾Tests hypotheses about cause-and-effect relationships
Types of Research Exploratory Descriptive Causal O Copy rights reserved, Zou Deqiang
15 15 © Copy rights reserved, Zou Deqiang Types of Research Exploratory Descriptive Causal