I.
2.
3.
4.
5.
6.
Discover and Define problem
• Conduct exploratory research
 Literature review, Secondary data, Pilot
studies, Focus groups, Survey, Case study
• Define research objectives
Research design
• Secondary Data, Qualitative Inquiry, Survey,
Experiment, Observation
Select sample
Collect data
Analyze data
Draw conclusions and prepare report

Women's clothing store
◦ four years decreasing profits
◦ niche: conservative wear, not trendy
◦ idea: target less conservative, younger buyer

Apply case to each step of marketing research
process.

Do we really need research?
◦ Expensive. Valuable?

When we should NOT conduct research:
◦ No time or money
◦ Insufficient payback
◦ Information already available

Must ask the right questions
◦ Asking the wrong ones is at best, useless;
◦ at worst, it will lead to the wrong decision

Examples:
◦ audio CD players
◦ New Coke
Albert Einstein

The most dangerous part of many
business problems is neither visible to nor
understood by managers.
The Process of Problem Definition
Ascertain the
decision maker’s
objectives
Determine unit of
analysis
Understand
background of
the problem
Determine
relevant variables
Isolate/identify
the problem, not
the symptoms
State research
questions and
objectives

Exploratory:
◦ Initial, unstructured, informal
◦ When you don’t know much
◦ Focus groups, lit review, case study, pilot study,
secondary data, experience survey

Descriptive:
◦ Answers who, what, why and how
◦ Surveys, observation

Causal:
◦ Relationships between variables
◦ Experiments

Two types of data:
◦ Secondary: already exists
◦ Primary: you collect it

Data sources:
◦ Internal
◦ External

Subjects
◦ Census = all
◦ Sample = portion

Identify target population
◦ Cost vs. generalizability

Identify unit of analysis
◦ Individual, household, community

How will you select subjects?
◦ Probability vs. nonprobability

Determine data gathering methods
◦ Secondary data:
 Internal records, reports for purchase, library, web
◦ Primary data:
 Telephone, web, in person, mail, observation (in
person, electronic)

Properly prepare
◦ Pretest, pilot test, main study

Edit data

Code data

Select appropriate analysis method

Use to summarize findings

Use to interpret results
◦ Will the findings hold for the general population?

SUMMARY:

What was done and what was found

Goal: clear, unbiased conclusions

Write for your audience