Problem Definition Problem Definition The Marketing Research Process The Marketing Research Process Q Q Well defined problems are half Well defined problems are half solved solved Q Q Help set research objectives Help set research objectives Q Q Help define data collection Help define data collection process process Exploratory Research Exploratory Research The Marketing Research Process The Marketing Research Process Q Q Helps gain understanding of the Helps gain understanding of the research question research question Q Q Aids in understanding the Aids in understanding the cause(s cause(s ) of ) of the problem the problem Q Q Discuss the problem with informed Discuss the problem with informed sources sources - - customers, suppliers, etc. customers, suppliers, etc. Q Q Analyze internal records and data Analyze internal records and data The Marketing Research Process The Marketing Research Process Feedback Feedback Q Q Research design Research design Q Q Data collection Data collection Q Q Analysis, interpretation Analysis, interpretation and presentation and presentation Q Q Define the problem Define the problem Research Design Research Design The Marketing Research Process The Marketing Research Process Q Q Master plan for research Master plan for research Q Q Identifies the need for primary Identifies the need for primary versus secondary data versus secondary data Research Design Research Design The Marketing Research Process The Marketing Research Process Primary Data Primary Data Q Q Information or Information or statistics collected for statistics collected for the first time during a the first time during a marketing research marketing research study study Secondary Data Secondary Data Q Q Previously published Previously published data data Sources of Primary Data Sources of Primary Data The Marketing Research Process The Marketing Research Process Survey Method Survey Method Q Q Telephone interviews Telephone interviews Q Q Mail surveys Mail surveys Q Q Personal interviews Personal interviews Q Q Focus group Focus group interviews interviews Observation Observation Method Method Q Q Observational studies Observational studies are conducted by are conducted by actually viewing actually viewing objects, events, objects, events, and/or a person and/or a person ’ ’ s s behavior behavior Sources of Primary Data Sources of Primary Data The Marketing Research Process The Marketing Research Process Experimental Method Experimental Method Experimental Method Q Q In experiments the researcher In experiments the researcher manipulates one or more of manipulates one or more of the marketing mix variables the marketing mix variables and compares the effect on and compares the effect on the experimental group to a the experimental group to a control group that did not control group that did not receive the manipulation receive the manipulation Sources of Secondary Data Sources of Secondary Data The Marketing Research Process The Marketing Research Process Government Data Government Data Q Q Census of Population Census of Population Q Q Census of Housing Census of Housing Q Q Census of Business Census of Business Q Q Census of Census of Manufacturers Manufacturers Q Q Census of Agriculture Census of Agriculture Q Q Census of Minerals Census of Minerals Q Q Census of Census of Governments Governments Internal Data Internal Data Q Q Includes sales Includes sales analysis reports, analysis reports, financial performance financial performance reports, cost analysis, reports, cost analysis, product profit/loss product profit/loss statements, etc. statements, etc. Sources of Secondary Data Sources of Secondary Data The Marketing Research Process The Marketing Research Process Research Firm Data Research Firm Data Q Q Many private organizations Many private organizations provide information for the provide information for the marketing executive e.g. marketing executive e.g. trade associations, trade associations, advertising agencies, advertising agencies, “ “ Survey of Buying Power. Survey of Buying Power. ” ” . process process Exploratory Research Exploratory Research The Marketing Research Process The Marketing Research Process Q Q Helps gain understanding of the Helps gain understanding of the research question research. problem Define the problem Research Design Research Design The Marketing Research Process The Marketing Research Process Q Q Master plan for research Master plan for research Q Q Identifies the. sources - - customers, suppliers, etc. customers, suppliers, etc. Q Q Analyze internal records and data Analyze internal records and data The Marketing Research Process The Marketing Research