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
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I) UNDERSTAND THE PROBLEM DEFINITION
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First part
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• Recognize the problem or the opportunity
• Find out why the information is being sought
• Understand the decision-making environement (the
industry, company, products and target market)
• 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
• Determine whether the information already exists
• Determine whether the question really can be
answered
• 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
Internet = Countless sources of secondary data
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Case Analysis
Review information
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
Selection of
sampling
procedure
Collection of
the data
Creation of
the research
design
Choice of
research
method
Analysis of
the data
Follow
up
Writing &
presentation
of the report
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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 estimated
costs; it must be formally approved before a research project can begin.
Action
Origin
Informa
-tion
Use
Target
group
Logistic
Comment
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Conclusion: Keep in mind
1- Problem definition
2- Exploratary research
3- Research process
Crucial
Most important
Methodology
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