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Lecture 2
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Chapter 2
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Overview of the Research Process
1. establish need for information – define precisely at
the outset to facilitate management decisions
• Manager decides whether to request research
– recognition of a decision situation
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Overview of the Research Process (cont.)
2. detail research objectives and information needs –“Why is
this project being conducted?” and "What specific information
is required to attain the objectives?"
3. design research and data sources – information to collect,
sources of data, and plan guiding data collection and analysis
4. design data-collection procedure – e.g., questionnaire
5. design sample – define population, sample-selection
method, and the sample size
6. collect data
7. process and code data
8. analyze data
9. present results – oral presentation and/or written report
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Models
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Mathematical Models
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Development of Research
Questions and Hypotheses
Fig. 2.4
Components of the
Marketing Research Problem
Objective/
Theoretic
al
Framewor Research Questions
k
Analytic
al
Model
Hypotheses
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Research Questions and Hypotheses
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At United, Food Is Uniting the
Airline with Travelers
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At United, Food Is Uniting the
Airline
with Travelers
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Airline
with Travelers
This kind of research helped United Airlines define their
marketing research problem and develop the approach.
Focus groups and surveys were conducted to check
customers' perceptions of food in United Airlines' aircraft.
The results provided support for all the hypotheses (H1 to
H4). United Airlines then made a few changes: new
"culinary menus," larger portions of food, new coffee, and
branded products (e.g., Godiva chocolates). This resulted in
better service, increasing customer satisfaction and
fostering loyalty.
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