The Marketing Research Process - PowerPoint PPT Presentation
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Title:
The Marketing Research Process
Description:
Title: Ethics in Marketing Research Author: philip trocchia Last modified by: linhart Created Date: 8/31/1998 4:31:20 PM Document presentation format – PowerPoint PPT presentation
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Title: 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
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The Marketing Research Process
- Determine methods of accessing data
11
The Marketing Research Process
- Design data collection forms
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The Marketing Research Process
- Determine sample plan and size
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The Marketing Research Process
- Collect data
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The Marketing Research Process
- Analyze data
15
The Marketing Research Process
- Prepare and present final research report
