This document outlines three common marketing research methods: the survey method, observation method, and experimental method. The survey method involves directly asking people questions through questionnaires. The observation method observes and records people's actions in response to given situations. The experimental method tests how people respond to controlled variations of marketing variables. The document provides steps for implementing each method and analyzing the collected data to define problems and report findings.

1. Marketing Research

2. Three Methods
 The Survey Method
 The Observation Method
 The Experimental Method

3. Survey Method
 Information is gathered from people directly through the use of
questionnaires.
Steps…
 Create a list of questions
 Administer the survey, in person, through written form, etc.
 Record the data in a spreadsheet
Types…
 Yes-no
 Agree or disagree
 Select a,b,c,d
 Rate on a scale of 1-10
 Open ended
 Focus group

4. Observation Method
 The actions of people are observed and
recorded.
Steps…
 Identify what you will be observing.
 Watch and record their reactions and
responses to given situations.

5. Experimental Method
 One or more marketing variables are
observed under controlled conditions.
 Show different variables to different
groups of people and record their
responses.
 Tough to control – might use a test
market, or a simulation (kids playing
with a toy) (computer simulations)

6. Data Analysis
 Compiling, analyzing, and interpreting
of the results of data collection.
 Graphs, charts, tables, figures, etc.

7. Problem Definition
 What information do we need to acquire?
How can you make the product different and/or
better?
Cell phone style, features, accessories, cost,
usage.

8.  In a group of 2
 Define the problem, cell phone is your
product.
 At least 5 Q’s (Survey Method)
 Explanation of your Observation
Method
 Explanation of your Experimental
Method

9. Reporting your Findings
 Title Page
 Introduction (includes the problem under
study, its importance, definitions, limitations
of the study, and basic assumptions)
 Procedures used (research technique or
techniques used)
 Findings (tables, graphs, etc.)
 Recommendations and summary

10. Reporting your Findings
 Title Page
 Introduction (includes the problem under
study, its importance, definitions, limitations
of the study, and basic assumptions)
 Procedures used (research technique or
techniques used)
 Findings (tables, graphs, etc.)
 Recommendations and summary