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[CHAPTER 2] THE MARKETING RESEARCH PROCESS AND PROPOSALS (Overview of the…
[CHAPTER 2]
THE MARKETING RESEARCH PROCESS AND PROPOSALS
Overview of the Research Process
{4 phases}
Phase II
Select the Appropriate Research Design
Phase III
Execute the Research Design
Phase I
Determine the Research Problem
Step 2:
Define the research questions
First
, Restate the initial variables associated with the problem in the form of key questions: how, what, where, when, or why
Then
, Redefining the problem into research questions and identifying the information requirements
After that
, determine the types of data (secondary or primary)
Finally
, the researcher determines whether the information being requested is necessary
Step 3:
Specify research objectives and confirm the information value
Step 1:
Identifying and clarify information needs
Problem definition process
Determine the Unit of Analysis
+
Unit of analysis:
Specifies whether data should be collected about individuals, households, organizations, departments, geographical,areas, or some combination.
Determine the Relevant Variables
Indentifying and Separate Out Symptoms
Understand the Complete Problem Situation
Situation analysis:
Gathers and synthesizes background information to familiarize the researcher with the overall complexity of the problem
Purpose of the Research Request
Ice berg principle
Causes
90%
Symptoms
10%
Phase IV
Communicate the Research Results
Transforming Data into Knowledge
+
Knowledge
: Information becomes knowledge when someone, either the researcher or the decision maker, interprets the data and attaches meaning
Interrelatedness of the Steps and the Research Process
+(Individual steps may be shifted or omitted)
+(The complexity of the problem, the urgency for solving the problem, the cost of alternative approaches, and the clarification of information needs will directly impact on how many of the steps are taken and in what order.