The marketing research process involves 6 steps: 1) defining the problem, 2) collecting data, 3) analyzing the data, 4) recommending solutions, 5) applying the results. Data can be primary, collected specifically for the study, or secondary, already collected. Secondary data is easier to obtain but may be inaccurate. Primary data is collected through surveys, interviews, observation or experiments. Questions should be clear, avoid bias, and include formats like open-ended, multiple choice, ratings scales. Surveys must have a good visual design and administering involves deadlines, incentives and follow-up.

1. Chapter 29 Conducting Marketing Research

2. The Marketing Research Process Define the Problem Collect Data Analyze the Data Recommend Solutions Apply the Results

3. Problem Definition Clearly defining a problem and what is needed to solve it Defining objectives and questions to help meet those objectives

4. Obtain Data Primary Data – are data obtained for the first time and used specifically for the particular problem or issue under study Secondary Data – have already been collected for some purpose other than the current study

5. How Secondary Data are Obtained Internal Sources Internet Sources Government Sources Marketing Research Companies Business Publications and Trade Organizations

6. Pros and Cons of Secondary Data Advantages – easy to obtain and saves money Disadvantages – may not relate and may be inaccurate depending on currency of the data

7. How Primary Data are Obtained Through private staff or from contracted specialists Survey method Technological methods Interviews Observation Experimental

8. Analyzing Data, Recommend Solutions, and Apply the results Compile, analyze, and interpret Convey, review, and articulate Apply, improve, and discover

9. The Marketing Survey Validity – measures what is intended Reliability – yields the same results in repeated trials

10. Writing Questions Open-ended questions Forced Choice questions Multiple Choice Yes/No Rating Scale Level of Agreement

11. Basic Guidelines for Writing Questions Each question should be written clearly and briefly as possible Avoid asking leading questions Avoid asking questions that the reader may not know and hence, guess

12. Formatting Must have excellent visual appearance Include: dark ink, headings, and an easily read font Place numbers on all individual questions Give clear directions for each section and ask for demographic information at the end

13. Administering the Questionnaire Have deadlines for completion, cover letter explaining the purpose as well as a self-addressed, postage-paid, envelope if mailed Incentives In-Person Surveys