Explains the marketing research process. Want more FREE resources? Checkout the B2B Whiteboard youtube channel: www.youtube.com/b2bwhiteboard Or join us on Facebook today: www.facebook.com/b2bwhiteboard

1. The Marketing Research Process Overview

3. To understand how the steps in the marketing research process are interrelated and that the steps may not proceed in order.

4. To be able to know when market research may be needed and when it may not be needed.

8. Regardless of the monitoring system used a good monitoring system constantly searches for hints that the companies marketing mix may be out of “sync” in the market place.

9. Marketing research may not be needed

10. Information is already available

11. There is insufficient time for marketing research

12. Resources are not available

14. Often studies are commissioned without a clear understanding of the problem that needs to be addressed.

15. Exploratory research is needed to define the problem so research may be conducted.

16. Problem definition involves:Specifying the symptoms Itemising the possible causes of the symptoms Listing the reasonable alternative courses of action that the marketing manager can undertake to solve the problem.

21. Easy and Quick retrieval.

23. Mail surveys

24. Door-to-door interviews

25. Mall-intercept studies

27. Questionnaires – which record the information communicated by respondents or the respondent’s behavior as observed by the researcher

28. Structured Questionnaires - list questions that have pre-specified answer choices.

29. Unstructured questionnaires – have open ended questions and/or questions that are asked based on a response.

30. Disguised-true object of the study is not identified.

32. A sample element refers to a unit of the entity being studied.

33. A sample Frame is a list from which the sample elements are drawn for the sample.

34. A sample plan specify how to draw the sample elements from the sample plan.

36. Being ware of errors that may occur is important.

37. Non-sampling Errors are attributable to factors other than sampling errors.

38. Wrong sample elements to interview

39. Securing participants who refuse to participate

40. Not a home

41. Interviewing subjects who give the wrong information.

43. Data cleaning – process by which the raw data are checked to verify that the data has been correctly inputted from the data collection form to the computer software program. Use SPSS

44. Coding – is the process of assigning all response categories a numerical value males=1, females=2.

47. Some are limited to review of secondary data; others require complex designs involving large scale collection of primary data.

48. Understand the eleven steps of the research process.

49. Steps can give researchers an overview of the entire research process.

50. Gives researchers a procedure to follow and a framework.