2. The Marketing Research Process
Define the Problem
Collect Data
Analyze the Data
Recommend Solutions
Apply the Results
3. Problem Definition
Clearly defining a problem and what is needed to solve it
Defining objectives and questions to help meet those
objectives
4. Obtain Data
Primary Data are data obtained for the first time and used
specifically for the particular problem or issue under study
Secondary Data have already been collected for some purpose other
than the current study
5. How Secondary Data are Obtained
Internal Sources
Internet Sources
Government Sources
Marketing Research Companies
Business Publications and Trade Organizations
6. Pros and Cons of Secondary Data
Advantages easy to obtain and saves money
Disadvantages may not relate and may be inaccurate depending on
currency of the data
7. How Primary Data are Obtained
Through private staff or from contracted specialists
Survey method
Technological methods
Interviews
Observation
Experimental
8. Analyzing Data, Recommend Solutions, and Apply the results
Compile, analyze, and interpret
Convey, review, and articulate
Apply, improve, and discover
9. The Marketing Survey
Validity measures what is intended
Reliability yields the same results in repeated trials
10. Writing Questions
Open-ended questions
Forced Choice questions
Multiple Choice
Yes/No
Rating Scale
Level of Agreement
11. Basic Guidelines for Writing Questions
Each question should be written clearly and briefly as
possible
Avoid asking leading questions
Avoid asking questions that the reader may not know and hence,
guess
12. Formatting
Must have excellent visual appearance
Include: dark ink, headings, and an easily read font
Place numbers on all individual questions
Give clear directions for each section and ask for demographic
information at the end
13. Administering the Questionnaire
Have deadlines for completion, cover letter explaining the purpose
as well as a self-addressed, postage-paid, envelope if mailed
Incentives
In-Person Surveys
