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Marketing Research

Vincent Le Morillon

Professor: Kristina Zikienė University year: 2012-2013

Problem Definition, Exploratary Research and the Research Process

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Summary

I) Understand the problem definition

II) Comprehend how works an exploratary research

III)Learn the steps involved in the marketing research process

Conclusion

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I) UNDERSTAND THE PROBLEM DEFINITION

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First part

1• Recognize the problem or the opportunity

2• Find out why the information is being sought

3• Understand the decision-making environement (the

industry, company, products and target market)

4• Use the symptoms to clarify the problem

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Second part

5• Translate the management problem into a

marketing research problem

6• Determine whether the information already exists

7• Determine whether the question really can be

answered

8• State the research objectives

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II) COMPREHEND HOW WORKS AN EXPLORATARY RESEARCH

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What is an exploratary research?

Little is known

Situation analysis

Problem unclearly defined

Preliminary research = Not the definitive

Exploratory research = Determine the best research

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Experience Surveys Analysis

Inside and outside the organization

Informal discussion

E.g aircraft

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Secondary Data Analysis

Gathering data

Internet = Countless sources of secondary data

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Case Analysis

Review information

Present research problem

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Focus Groups

8 to 12 participants

Moderator

One particular idea

One person says generate thoughts

Group dynamics

Interplay of responses = more information

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Using Intranets for Exploratory Research

Powerful tool

Determining whether needed

Relevant information

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III) LEARN THE STEPS INVOLVED IN THE MARKETING RESEARCH PROCESS

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Marketing Research Process

Identification of the

problem and statement of the research objectives

Creation of the research

design

Choice of research method

Selection of sampling procedure

Collection of the data

Analysis of the data

Writing & presentation of the report

Follow up

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Managing the Research Process

Research Request: An internal document used by large organizations that describes a potential research project, Its benefits to the organization, and estimated costs; it must be formally approved before a research project can begin.

Action Origin Informa-tion Use Target

group Logistic Comm-ent

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Conclusion: Keep in mind

1- Problem definition

2- Exploratary research

3- Research process

Crucial

Most important

Methodology

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