Marketing Research Process: Analysis
Unit 1 Assignment
Adam Gray
Kaplan University
MT-355 Unit 1
Unit 1 Assignment
Today, marketing research managers must fully take into account the marketing research process and marketing ethics while conducting their research. According to Brown (2014), the marketing research process is the process of gathering and interpreting data for use in developing, implementing, and monitoring the firm’s marketing plans; whereas marketing ethics are the principles, values, and standards of conduct followed by marketers. To stress the importance of both the marketing research process and ethics, I will apply the principles of each one to a different scenario.
The marketing research process is sequence of activities undertaken to provide information needed for decision making (Brown, 2014). The first step of the marketing research process is to clearly define the problem. Typically, the problem at hand can be defined by asking questions such as what is the purpose of the study, what is the source of the problem, and is the research intended to provide information or to make a decision (Brown, 2014). Based upon the scenario, the FlyRight Airline Company is interested in altering the interior layout of its aircraft to suit the tastes/needs of an increasing market segment of businesspeople in which management is planning to reduce the number of seats and install small tables to enable businesspeople to work during long flights. Therefore, the purpose of their study (define the problem) is to see if there truly is a need to alter the interior layouts of their aircraft to better accommodate their increasing market segment of businesspeople who fly long hours . Now that the problem has been precisely defined, research can start to be conducted.
The next step of the marketing research process is to collect data. Data can be collected from using existing data or by generating new primary data. Generally, there are two ways of collecting existing data:
Adam Gray
Kaplan University
MT-355 Unit 1
Unit 1 Assignment
Today, marketing research managers must fully take into account the marketing research process and marketing ethics while conducting their research. According to Brown (2014), the marketing research process is the process of gathering and interpreting data for use in developing, implementing, and monitoring the firm’s marketing plans; whereas marketing ethics are the principles, values, and standards of conduct followed by marketers. To stress the importance of both the marketing research process and ethics, I will apply the principles of each one to a different scenario.
The marketing research process is sequence of activities undertaken to provide information needed for decision making (Brown, 2014). The first step of the marketing research process is to clearly define the problem. Typically, the problem at hand can be defined by asking questions such as what is the purpose of the study, what is the source of the problem, and is the research intended to provide information or to make a decision (Brown, 2014). Based upon the scenario, the FlyRight Airline Company is interested in altering the interior layout of its aircraft to suit the tastes/needs of an increasing market segment of businesspeople in which management is planning to reduce the number of seats and install small tables to enable businesspeople to work during long flights. Therefore, the purpose of their study (define the problem) is to see if there truly is a need to alter the interior layouts of their aircraft to better accommodate their increasing market segment of businesspeople who fly long hours . Now that the problem has been precisely defined, research can start to be conducted.
The next step of the marketing research process is to collect data. Data can be collected from using existing data or by generating new primary data. Generally, there are two ways of collecting existing data:
References: Brown, T. (2014). Basic Marketing Research, 8e, 8th Edition. [VitalSource Bookshelf version]. Retrieved from http://online.vitalsource.com/books/9781305178571/page/24