9<br />Marketing Research Definition<br />Marketing research is the function that links the consumer, customer, and public to the marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.<br />Marketing research specifies the information required to <br />address these issues, <br />designs the method for collecting information, <br />manages and implements the data collection process, <br />analyzes the results, and communicates the findings and their implications.<br />American Marketing Association http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx<br />
10<br />Secondary Data<br />Government statistics<br />Market research publication<br />Scholar research<br />Financial statements of public companies<br />Useful websites:<br />行政院主計處 (http://www.dgbas.gov.tw/)<br />資策會產業情報中心 (http://mic.iii.org.tw/)<br />工研院 IEK (http://www.iek.itri.org.tw/) <br />Market Research Method<br />Primary Data<br />Interview<br />Questionnaire survey<br />Observation<br />Focus group<br />Experiment<br />
11<br />Common Marketing Research Questions<br /><ul><li>How big is the existing market?
How much they will pay?</li></ul>Market Sizing<br />Consumer<br />Product<br />Pricing<br />
12<br />STEPS<br />Phase I: Determine the Research Problem<br />Identify and clarify information needs<br />Define research problem and questions<br />Specify research objectives and confirm information value<br />Phase II: Research Design<br />Determine the research design and data sources<br />Develop the sampling design and sample size<br />Examine measurement issues and scales<br />Design and retest the questionniare<br />
13<br />STEPS<br />Phase III: Execute the Research Design<br />Collect and prepare data<br />Analyze data<br />Interpret data to create knowledge<br />Phase IV: Communicate the Research Results<br />Prepare and present final report<br />