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Chapter 2
Chapter 2: The Marketing Research Process

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The Marketing Research Process
What is Marketing? What is Marketing Research? Classifying Marketing Research The Marketing Information System
XiaoXiang
BusinessSchool,HunanNormalUniversity xiaoxiang100@126.com
Ch 2 & WWW.HRMCC.COM
The Marketing Research Process: 11 Steps

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1. Establishing the Need for Marketing Research 2. Defining the Problem 3. Establishing Research Objectives 4. Determining Research Design 5. Identifying Information Types and Sources 6. Determining Methods of Accessing Data
7. Designing Data Collection Forms 8. Determining Sample Plan and Size 9. Collecting Data 10. Analyzing Data 11. Preparing and Presenting the Final Report

_______________________________________________________________ There is nothing Magic about 11 steps Not all studies use all 11 steps Few studies follow the steps p in order
The Marketing Research Process

_______________________________________________________________ Steps 1 Establish Need 2 Define Problem 3 Research Objectives
Figure out what to research (Chapters 2 & 4) Design the way to do the research (Chapters 5-13)
4 Determine Design 5 Identify Information Sources 6 Decide Data Collection Method 7 Design Questionnaire 8 Determine Sample Plan & Size 9 Collect Data
10 Analyze Data 11 Write and Present Report
Gather data from respondents (Chapter 14) Generate findings and interpret them (Chapters 15-20)
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Step 1: Establish the Need for Marketing Research

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Step 2: Define the Problem

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Is there a real need for marketing research? Research takes time and costs money. Marketing research is not always needed. When is marketing research not needed? The information is already available. Decisions must be made now. We cant afford research. Costs outweigh the value of marketing research.
This is the most important of the 11 steps. If the problem is incorrectly defined, all is wasted effort. Problems may be either specific or general. Problems stem from gaps between what is supposed to happen and what did happen and gaps between what did happen and what could be happening.
Step 3: Establish Objectives

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Step Four: Determine Research Design

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Research objectives, when achieved, provide the information necessary to solve the problem identified in step 2. Research objectives state what the researchers must do.
Exploratory Research: collecting information in an unstructured and informal manner. Descriptive Research refers to a set of methods and procedures describing marketing variables. Causal Research (experiments): allows isolation of causes and effects.
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Step 5: Identify Information Types and Sources

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Step 6: Determine Methods of Accessing Data

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Primary information: information collected specifically for the problem at hand Secondary information: information already collected Secondary data is relatively easy to access; primary data is more complex.
Three main choices for primary data: Have a person ask questions Use computer assisted or direct questioning Allow respondents to answer questions themselves without computer assistance
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Step 7: Design Data Collection Forms

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Step 8: Determine Sample Plan and Size

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Questionnaire must be worded objectively, clearly, and without bias in order to communicate with respondents. Software programs are available to assist marketing researchers in preparing forms.
Sample plan refers to the process used to select units from the population to be included in the sample. Sample size refers to determining how many elements of the population should be included in the sample.
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Step 9: Collect Data

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Step 10: Analyze Data

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Data collection is very important because, regardless of the data analysis methods used, data analysis cannot fix bad data. Nonsampling errors may occur during data collection. Data collection errors may be attributed to field workers or respondents. Researchers must know the sources of these errors and the controls to minimize them.
Data analysis involves entering data into computer files, inspecting data for errors, and running tabulations and various statistical tests. Data cleaning is a process by which raw data are checked to verify that the data have been correctly inputted from the data collection form to the computer software program.
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Step 11: Prepare and Present the Final Research Report

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The last step is one of the most important phases of marketing research. Its importance cannot be overstated because it is the report, or its presentation, that properly communicates the results to the client.
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Chapter 2

Chapter 2: The Marketing Research Process

The Marketing Research Process

The Marketing Research Process: 11 Steps

The Marketing Research Process: 11 Steps

The Marketing Research Process: 11 Steps

The Marketing Research Process

10 Analyze Data 11 Write and Present Report

Step 1: Establish the Need for Marketing Research

Step 2: Define the Problem

Step 3: Establish Objectives

Step Four: Determine Research Design

Step 5: Identify Information Types and Sources

Step 6: Determine Methods of Accessing Data

Step 7: Design Data Collection Forms

Step 8: Determine Sample Plan and Size

Step 9: Collect Data

Step 10: Analyze Data

Step 11: Prepare and Present the Final Research Report

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