Marketing Research 1Marketing Research Process/ Final ExamJeremy Bunker Baker College of Muskegon
Marketing Research 2
Introduction
In this paper we will discuss the process used in marketing research planning.There are eight steps to take in this process, identifying the problem, creation of theresearch design, choosing the method of research, selection of the sampling procedure,collection of data, analysis of the data, writing and presenting the report, and follow up.These steps will insure that the data collected answered the right problem and is useful tothe client.
Step 1: Identifying the Problem
Identifying the problem is the first step in the marketing research planning process. You must find out what kind of data you are looking for. There are a fewdifferent types of data to be collected such as descriptive studies or causal studies.Descriptive is the kind of study that asks who what where when and how. The causalstudies ask us more they why, they follow the line of thought that if one variable changesthen the other will change in a consistent way.
Step 2: Research Design
Creation of the research design is a plan of attack for accomplishing our researchobjectives or we can call it a hypothesis. The book describes a hypothesis as aconjectural statement about a relationship between two or more variables that can betested with empirical data.
Step 3: Method of Research
Choosing the method of research is to find out what kind of means we will use togather data. The three basic methods are survey, observation and experiment. A surveyis a where the participant is asked a number of questions, such as a mail survey.
Marketing Research 3Observation is monitoring without direct interaction, such as watching peoples habits atthe mall. Experiments are types of research that are defined by the experimenter changing one or more variables.
Step 4: Sampling Procedure
Selection of the sampling procedure is picking out a group of people to research.You must define the population, this should include all the people whose opinions, behaviors, preferences, attitudes and such which will gain information that will help usanswer the research problem. The next step would be to fine out if you will use a probability or non probability sample.
Step 5: Collecting Data
Collection of data can be anything from counting boxes on the shelf of your local grocerystore to firms doing interview surveys and test/focus groups. This is the gathering of theinfo for our reports. You must at all cost make sure that each and every kind of collectingis consistent and monitored for errors.
Primary Research
Primary research is done by gathering information ones self or hiring a firm to gather itfor you. This is the kind of information that is gathered to answer the specific questionthat was asked by management, or project leader. An example of primary research iswhen an internet survey is presented to various people in the focused area of the marketin which we are studying. I do surveys for home depot after each time I buy stuff fromthem.
Secondary Research
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Marketing Research Process
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