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All content following this page was uploaded by Michael R Hyman on 19 March 2015.
1Note: John Wiley & Sons, Inc. published Mike and Jeremy’s Marketing
Research Kit for Dummies. It is available in paperback [ISBN: 978-0-470-
52068-0] and Kindle [ASIM: B003CNQ4LG] versions. The following text is
based on Chapter 2 of that book.
Page | 1
Stage 1: Identifying the Problem
Page | 2
explain the product's value to potential customers.
The research design is the master plan for the research that follows.
This stage specifies the methods you or the researcher will use to
conduct the study.
Page | 6
lated soft drink. You could sample from any population of
heavy soft drink consumers, such as high school students,
college students, or young professionals. In this case,
convenience and cost should dictate your population choice.
Page | 9
Understanding your audience is a good idea if you are required to
present your study. The following are some basic questions to ask
yourself about the type of report you should create:
Anticipating Outcomes
How much will the study cost? You must confirm the study’s
cost because it is critical to assessing its value. If a study
costs more than the value of your reduced uncertainty about
the best course of action, then you should not conduct it.
Page | 10
Is the time frame acceptable? Studies inherently require
different times to complete, so you need to confirm the time
frame for completion is acceptable.
Page | 11