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Ch. 2 Marketing Research: Process & Proposal (Ch. 2 Marketing…
Ch. 2 Marketing Research: Process & Proposal
Ch. 2 Marketing Research: Process & Proposal
3. The Research Process
Phase 1: Determine Research Problem
Understand problem in its completeness (SWOT)
Separate symptoms from root problem (Iceberg Principle)
Determine unit of analysis
Determine constructs / variables (Ch. 3 & 7)
Use Literature Review to help think about problem (Ch. 3)
Phase 2: Design Selection
Type of Research: Exploratory (Ch. 3), Descriptive (Ch. 5), Causal (Ch. 5)?
Secondary (Ch. 3) and/or Primary Data (Ch 4 - 8)?
Sample design: Define Population, Probability or Non-Probability Sample? (Ch. 6)
If Primary Research, How to measure variables? (Ch. 7) How to design survey, interviews? (Ch. 8) How to set up Focus Group? (Ch. 8)
Phase 3: Execute the Research Design
Collect any Primary Data: Surveys, Focus Groups, etc. (Ch. 8)
Analyze & Interpret the Data (Ch. 9-12)
Phase 4: Communicate Results
Prepare & Present the Final Report
1. Key Influences / Trends
Internet/Tech
Vast amounts of Secondary Data stored
Gatekeeper tech
Caller ID, Blocking Cookies, Data Privacy legislation
Global Market Expansion
Adapt data collection to new sets of cultures
Greater importance in Strategy Development
Help develop competitive intelligence
2. Q's to ask whether or not Research is Needed?
Can pre-existing information solve problem?
Is there enough time to conduct the research?
Do the benefits of the research outweigh the costs?
Will the research be useful?
Will competitors gain from the research?