The Marketing Research Process

1
The Marketing Research Process

• Establish the need for marketing research

2
Establish the need for marketing research

• Time constraints
• Availability of information
• Secrecy
• Cost/benefits
• Creative integrity

3
The Marketing Research Process

• Define the problem

4
The Marketing Research Process

• Establish research objectives

5
The Marketing Research Process

• Determine research design

6
Determine Research Design

• Exploratory
• - Data collected in an unstructured and informal
  manner
• - Conducted to clarify the nature of ambiguous
  problems.

7
Determine Research Design

• Descriptive
• - Designs that describe marketing variables
  (answer who, what, where, when questions)

8
Determine Research Design

• Causal
• - Designs that isolate causes and effects

9
The Marketing Research Process

• Identify information types and sources

10
The Marketing Research Process

• Determine methods of accessing data

11
The Marketing Research Process

• Design data collection forms

12
The Marketing Research Process

• Determine sample plan and size

13
The Marketing Research Process

• Collect data

14
The Marketing Research Process

• Analyze data

15
The Marketing Research Process

• Prepare and present final research report