Buyer Behavior
MKTG1047 Market Research
MKTG1047 Market Research The Marketing Research Process
Lecture 2
Prepared by: Dr Linda J. Robinson
Agenda
• Recap: What we discussed yesterday ☺ • This lecture covers: –Research process –Research designs –Problem definition
• We will also be forming groups for the project and discussing the project topic
RMIT University© LR2011
2
RECAP
You should remember from yesterdays lecture: • What is marketing research is? – Definition; Applied vs. basic research • What role does MR play in business strategy? • When should MR be conducted? • What is the difference between data, information and intelligence? • What are the characteristics that describe data? • When you would hire a research agency and when you would conduct the research internally? • What is included in a typical research brief?
RMIT University© LR2013
3
RMIT University© LR2013
1
MKTG1047 Market Research
THE RESEARCH PROCESS
RMIT University© LR2011
4
Evaluation and monitoring
Clarification Revision
Management decision making
Description of the problem or opportunity
Clarification
6. Report preparation and presentation
5. Data preparation, analysis and interpretation
The Marketing Research Process
Data Management
4. Data collection
1. Problem definition and setting research objectives
2. Research design
3. Sampling
Step 1: Problem definition and setting research objectives
• Why is proper problem definition so important?
–The right answer to the wrong question may be worthless or even harmful. –Coca–Cola and new Coke formula. –The specific problem is often vague. “…problems are usually buried under symptoms, memos, records, opinions and (sometimes) egos.” - Chapman, 1989
• A problem definition:
–Indicates a specific marketing decision to be clarified or problem to be solved –Specifies research questions to be answered and the objectives of the research –Involves several interrelated steps.
RMIT
MKTG1047 Market Research The Marketing Research Process
Lecture 2
Prepared by: Dr Linda J. Robinson
Agenda
• Recap: What we discussed yesterday ☺ • This lecture covers: –Research process –Research designs –Problem definition
• We will also be forming groups for the project and discussing the project topic
RMIT University© LR2011
2
RECAP
You should remember from yesterdays lecture: • What is marketing research is? – Definition; Applied vs. basic research • What role does MR play in business strategy? • When should MR be conducted? • What is the difference between data, information and intelligence? • What are the characteristics that describe data? • When you would hire a research agency and when you would conduct the research internally? • What is included in a typical research brief?
RMIT University© LR2013
3
RMIT University© LR2013
1
MKTG1047 Market Research
THE RESEARCH PROCESS
RMIT University© LR2011
4
Evaluation and monitoring
Clarification Revision
Management decision making
Description of the problem or opportunity
Clarification
6. Report preparation and presentation
5. Data preparation, analysis and interpretation
The Marketing Research Process
Data Management
4. Data collection
1. Problem definition and setting research objectives
2. Research design
3. Sampling
Step 1: Problem definition and setting research objectives
• Why is proper problem definition so important?
–The right answer to the wrong question may be worthless or even harmful. –Coca–Cola and new Coke formula. –The specific problem is often vague. “…problems are usually buried under symptoms, memos, records, opinions and (sometimes) egos.” - Chapman, 1989
• A problem definition:
–Indicates a specific marketing decision to be clarified or problem to be solved –Specifies research questions to be answered and the objectives of the research –Involves several interrelated steps.
RMIT