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Marketing Research is not needed when the: required information is already available decisions need to be made now organization canPt afford the research costs outweigh the value of the research. The most important step in The Marketing Research Process is defining the problem. The design of the data collection form that is used to ask or observe and record information in Marketing Research projects is critical to the success of the project.
Marketing Research is not needed when the: required information is already available decisions need to be made now organization canPt afford the research costs outweigh the value of the research. The most important step in The Marketing Research Process is defining the problem. The design of the data collection form that is used to ask or observe and record information in Marketing Research projects is critical to the success of the project.
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Marketing Research is not needed when the: required information is already available decisions need to be made now organization canPt afford the research costs outweigh the value of the research. The most important step in The Marketing Research Process is defining the problem. The design of the data collection form that is used to ask or observe and record information in Marketing Research projects is critical to the success of the project.
Droits d'auteur :
Attribution Non-Commercial (BY-NC)
Formats disponibles
Téléchargez comme PPT, PDF, TXT ou lisez en ligne sur Scribd
Research O Step Two: ¦efining the Problem O Step Three: Establishing Research Objectives O Step Four: ¦etermining Research ¦esign O Step Five: 0dentifying 0nformation Types and Sources O Step Six: ¦etermining Methods of Accessing ¦ata ÷
O Step Seven: ¦esigning ¦ata Collection Forms
O Step Eight: ¦etermining Sample Plan and Size O Step Nine: Collecting ¦ata O Step Ten: Analyzing ¦ata O Step Eleven: Preparing and Presenting the Final Research Report ÷
O rketing Rese rch is not needed when the:
O required information is already available O decisions need to be made now O organization can¶t afford the research O costs outweigh the value of the research ÷
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O The most import nt step in the m rketing
rese rch process is defining the problem. (Ch. 4) ÷
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O Dh t inform tion is needed in order to solve the
problem? ÷
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O Explor tory Rese rch: collecting information in
an unstructured and informal manner O ¦escriptive Rese rch: refers to a set of methods and procedures describing marketing variables O C us l Rese rch (experiments nd other ppro ches): allows isolation of causes and effects ÷
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O Second ry ¦ t : information that has been
collected for some purpose other than the research at hand O árim ry ¦ t : information that has been gathered specifically for the research objectives at hand ÷
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O Second ry ¦ t : accessing data through sources such as
the 0nternet and library O árim ry ¦ t : collecting data from participants through methods such as telephone, mail, online, and face-to-face (quantitative), and observation studies and focus groups (qualitative) ÷
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O The design of the d t collection form th t is
used to sk or observe nd record inform tion in m rketing rese rch projects is critic l to the success of the project. O It is e sy to write set of questions but very difficult to construct questionn ire. O Gener l types of ³instruments´ (forms) O åuestionnaires O Observation Study forms (protocols) ÷
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O S mple pl n: refers to the process used to select
units from the population to be included in the sample O S mple size: refers to determining how many elements (units) of the population should be included in the sample ÷
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O Sound d t collection is very import nt bec use,
reg rdless of the d t n lysis methods used, d t n lysis c nnot ³fix´ b d d t . 12 Nons mpling errors m y occur during d t collection. These re rel ted to poor design nd/or execution of the d t g thering. O S mpling errors m y occur b sed purely on ch nce ÷
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O ¦ t n lysis: involves entering data into
computer files, inspecting data for errors (data cleaning), running tabulations (frequencies), and conducting various statistical tests ÷
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O Findings re presented, often by rese rch
objective, in cle r nd concise w y. O The need for good report c nnot be overst ted. It is the report, nd/or its present tion, th t properly communic tes the results to the client.