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. ” ” The Marketing Research Process The Marketing Research Process Feedback Feedback Q Q Analysis, interpretation Analysis, interpretation and presentation and presentation Q Q Define the problem Define the problem Q Q Research design Research design Q Q Data collection Data collection Sampling Techniques Sampling Techniques The Marketing Research Process The Marketing Research Process Population Population Q Q Total group that the Total group that the researcher wants to researcher wants to study study Census Census Q Q Collection of data Collection of data from all possible from all possible sources in a sources in a population or population or universe universe Sampling Techniques Sampling Techniques The Marketing Research Process The Marketing Research Process Probability Sample Probability Sample Q Q Sampling techniques Sampling techniques where respondents where respondents have a known have a known (nonzero) chance of (nonzero) chance of being chosen being chosen