Vincent Le Morillon

Marketing Research

Problem Definition, Exploratary Research and the Research Process

Professor: Kristina Zikienė University year: 2012-2013

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Summary

I) Understand the problem definition II) Comprehend how works an exploratary research III)Learn the steps involved in the marketing research process Conclusion 1

I) UNDERSTAND THE PROBLEM DEFINITION

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First part

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• Recognize the problem or the opportunity

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• Find out why the information is being sought

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• Understand the decision-making environement (the industry, company, products and target market)

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• Use the symptoms to clarify the problem

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Second part

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• Translate the management problem into a marketing research problem

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• Determine whether the information already exists

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• Determine whether the question really can be answered

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• State the research objectives

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II) COMPREHEND HOW WORKS AN EXPLORATARY RESEARCH

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What is an exploratary research?

 Little is known  Situation analysis  Problem unclearly defined  Preliminary research = Not the definitive  Exploratory research = Determine the best research

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Experience Surveys Analysis

 Inside and outside the organization  Informal discussion  E.g aircraft

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Secondary Data Analysis



Gathering data

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Internet = Countless sources of secondary data

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Case Analysis

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Review information

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Present research problem

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Focus Groups

8 to 12 participants Moderator One particular idea One person says generate thoughts Group dynamics Interplay of responses = more information

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Using Intranets for Exploratory Research

Powerful tool Determining whether needed Relevant information

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III) LEARN THE STEPS INVOLVED IN THE MARKETING RESEARCH PROCESS

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Marketing Research Process

Identification of the problem and statement of the research objectives Creation of the research design Selection of sampling procedure Choice of research method Collection of the data Analysis of the data Follow up Writing & presentation of the report 13

Managing the Research Process

Research Request:

An

internal document

used by large organizations that describes a

potential research

project, Its benefits to the organization, and

costs

; it must be formally approved before a research project can begin.

estimated Action Origin Informa -tion Use Target group Logistic Comm ent 14

Conclusion: Keep in mind

1- Problem definition 2- Exploratary research 3- Research process Crucial Most important Methodology 15

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