the marketing research process and proposals copyright © 2010 by the mcgraw-hill companies, inc....
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The Marketing Research
Process and Proposals
Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
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Learning Objectives
Describe the major environmental factors influencing marketing research
Discuss the research process and explain the various steps
Distinguish between exploratory, descriptive, and causal research designs
Identify and explain the major components of a research proposal
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Carolina Consulting Company
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Information Research Process
Information research process is the systematic task steps in the gathering, analyzing, interpreting, and transforming of data structures and results into decision-making information
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Research Is Not Always Necessary
Information already available Insufficient time frames Inadequate resources Costs outweigh value
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Exhibit 2.2 Phases of the Information Research Process
Phase IDetermine the Research Problem
Phase IDetermine the Research Problem
Phase IISelect Appropriate Research Design
Phase IISelect Appropriate Research Design
Phase IIIExecute the Research Design
Phase IIIExecute the Research Design
Phase IVCommunicate the Research Results
Phase IVCommunicate the Research Results
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Scientific Method
Logical
Objective
Systematic
Reliable
Valid
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Step 1. Identify and clarify information needs Step 1. Identify and clarify information needs
Step 2. Define the research problem and questions
Step 2. Define the research problem and questions
Step 3. Specify research objectives and confirm information value
Step 3. Specify research objectives and confirm information value
Phase I. Determine the Research Problem
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Step 1: Identify and Clarify Information Needs
Purpose of the research request Understand the complete problem situation Identify and separate out symptoms Determine the unit of analysis Determine the relevant variables
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Exhibit 2.5 The Iceberg Principle
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Step 2: Define the Research Problem and Questions
Initial research question
Redefined research questions
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Step 3: Specify Research Objectives and Confirm Information Value
Can the information be collected at all? Can the information tell the decision maker
something not already known? Will the information provide significant
insights? What benefits will be delivered by this
information?
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Step 4. Determine the research design and data sources
Step 4. Determine the research design and data sources
Step 5. Develop the sampling design and sample size
Step 5. Develop the sampling design and sample size
Step 6. Examine measurement issues and scales
Step 6. Examine measurement issues and scales
Phase II. Select the Research Design
Step 7. Design and pretest the questionnaire Step 7. Design and pretest the questionnaire
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Causal Causal ResearchResearchCausal Causal
ResearchResearch
Step 4: Determine the Research Design
Descriptive Descriptive ResearchResearch
Exploratory Exploratory Research Research
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Step 5: Develop the Sampling Design and Sample Size
Identify the relevant defined target population by either: conducting a census of all members, or selecting a subgroup
Develop a probability or non-probability sampling plan
Determine how many people need to be investigated
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Step 6. Examine Measurement Issues and Scales
Level of information needed Reliability and validity of information Development of reliable and valid scale
measurement Dimensions underlining critical factors Single or multi-item measures used to collect
data
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Step 7: Design and Pretest Questionnaire
Questionnaires can be pretested in a usability lablike this one
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Step 8. Collect and prepare data Step 8. Collect and prepare data
Step 9. Analyze data Step 9. Analyze data
Step 10. Interpret data to create knowledge Step 10. Interpret data to create knowledge
Phase III. Execute the Research Design
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Phase IV. Communicate the Research Results
Step 11. Prepare and present final report Step 11. Prepare and present final report
Executive SummaryExecutive Summary
IntroductionIntroduction
Problem Definition & ObjectivesProblem Definition & Objectives
MethodologyMethodology
Results, Findings, Limitations of StudyResults, Findings, Limitations of Study
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Research Proposal Outline
Purpose of proposed research project Type of study Definition of target population and sample size Sample design and data collection method Specific research instruments Potential managerial benefits Proposed cost for total project Profile of research company Optional dummy tables of projected results
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Marketing Research in Action: Magnum Hotel
Can this proposal achieve management’s objectives?
Is the target population the appropriate one? Are there other questions that should be
asked?