Slide 1Slide 2The Value of The Research ProcessThe Four Phases of the Information Research ProcessThe Marketing Research ProcessFactors Impacting on The Marketing Research Process in the New MillenniumStep 1: Define the Problem or OpportunityReasons for Pursuing the InformationStep 2: State the Research ObjectivesStep 3: Develop A Research DesignTypes of ResearchExploratory ResearchConclusive ResearchDescriptive ResearchCausal ResearchResearch FrequencyResearch Frequency – cont’dStep 4: Prepare for Data CollectionStep 4: Prepare for Data Collection – cont’dSlide 20Raw Data, Information Structures, and InformationPhases and Task Steps in the Information Research ProcessSlide 23Phase I: Task Step 1Phase I: Task Step 2Phase I: Task Step 3Phase II: Task Step 4Phase II: Task Step 5Phase II: Task Step 6Phase III: Task Step 7Phase III: Task Step 8Phase III: Task Step 9Phase IV: Task Step 10Data Collection Tools Used in Marketing ResearchSlide 35The Research Proposal: A General OutlineSlide 37Slide 38Summary of Learning Objectives1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved.1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. CCHHAAPPTTEERR1234 0001 897251 0000022The Research ProcessThe Research Process2-22-21995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Value of The Research ProcessThe Research Process can be used to capture information to address business problems and opportunities.The Research Process can be adapted to critical environmental factors on the marketing landscape.The Research Process is segmented into four basic phases bringing a measure of structure and objectivity to any business problem or opportunity.2-32-31995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Four Phases of the Information Research Process2-52-5Determination ofInformationResearch ProblemDevelopment ofAppropriateResearch DesignExecution of theResearch DesignCommunication ofCommunication ofthe Resultsthe Results1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. W r i t e a n d P r e s e n t t h e R e s e a r c h R e p o r tA n a l y z e t h e D a t aC o l l e c t t h e D a t aP r e p a r e f o r D a t a C o l l e c t i o nD e v e l o p a R e s e a r c h D e s i g nS t a t e t h e R e s e a r c h O b j e c t i v e sD e f i n e t h e P r o b l e m o r O p p o r t u n i t yThe Marketing Research Process1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Factors Impacting on The Marketing Research Process in the New Millennium1) The Internet and Electronic Commerce2) Gatekeeper Technologies and Data Privacy Legislation3) The Expansion of Global Markets4) The Re-positioning of Marketing Research as a Primary Contributor to Business Strategy2-42-41995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Step 1: Define the Problem or OpportunityReasons for pursuing the informationDecision maker’s objectivesWhat is already known about the issue?Risks associated with the problem or opportunityResources available for the research activityHow the information will help the decision makerItems to Consider:1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Measure consumers’ needsDetect changes in customer satisfactionInquire about consumer behaviorInquire why there was a loss of market shareMonitor what competitors are doingExamine environmental elements for market opportunitiesOptimize product positioningDetermine necessary media consumptionPre-test and post-test productsReasons for Pursuing the Information1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Step 2: State the Research ObjectivesThree Types:Gather preliminary information to help identify a problem, generate hypotheses, and gain insights into something of interestDescribe things like attitudes, perceptions, characteristics, activities, and situationsTest hypotheses to determine cause-and-effect relationships1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Step 3: Develop A Research DesignResearch Design: The framework that directs marketing research efforts.An effective research design does two things:Provides answers to questions as objectively, accurately, and economically as possible.Controls possible sources of errors, such as collecting data from respondents who are not representative of the population of interest.1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Types of ResearchExploratory ResearchConclusive Research Descriptive ResearchCausal Research1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Exploratory ResearchSmall-scale in natureCosts are relatively lowTends to be flexibleMay be carried out in many waysFindings tend to be inconclusiveIdentifies problems, generates hypotheses, and gains insights into particular subjects.1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Conclusive ResearchProvides specific information that aids the decision maker in evaluating courses of action. Sound statistical methods and formal methods and formal research techniques are used by researchers to increase the reliability of the information.The data sought tends to be specific and decisive, since much is already known about the topic being studied.The data also tends to be more structured and formal.1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Descriptive ResearchBuilds on previous informationShows a relationship between variablesRepresentative samples are requiredResearch plan is structuredRequires substantial resourcesFindings are conclusiveA type of conclusive research: Describes attitudes, perceptions, characteristics, activities, and situations. The researcher knows which research questions