2.mr process

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2.mr process

  1. 1. Marketing Research ProcessIt’s all about the … Information Need!
  2. 2. Harley Davidson – Dilemma in2005! (www.harleydavidson.com) To invest in new facilities or not! What is the problem being addressed? Inadequate problem definition is a leading cause of failure of MR projects.
  3. 3. Defining the Problem &Developing an Approach Understand the background of the problem by analyzing the environmental context. Tasks involved in problem definition: Discussions with decision makers Interviews with industry experts Analysis of secondary data
  4. 4. Steps in Marketing ResearchProcess Problem Definition Development of an approach to the Problem Research Design Formulation Fieldwork/Data Collection Data Preparation & Analysis Report Preparation & Presentation
  5. 5. Management DecisionProblem Asks what the decision maker needs to do Action oriented Focuses on symptoms
  6. 6. Marketing Research Problem Asks what information is needed & how it should be obtained Information oriented Focuses on the underlying causes
  7. 7. MDP vs. MRPMDP: Should a new product be introducedMRP: to determine consumer preferences & purchase intentions for the proposed new productMDP: Should the advertising campaign be changed?MRP: to determine the effectiveness of the current advertising campaignMDP: Should the price of the brand be increased?MRP: to determine the price elasticity of demand & the impact on sales & profits of various level of price changes
  8. 8. Research Design3-broad classifications: Exploratory Research Descriptive Research Causal Research
  9. 9. Exploratory Research Clarifying thoughts Forming opinions Crystallizing the problem
  10. 10. Descriptive Research2-types: Longitudinal Studies(respondents studied over a period of time) Cross-sectional Design(1-shot research study at a given point of time, consists of a sample/cross-section of the population)
  11. 11. Causal Research Design Seeks to establish causation Whether or not Y is affected by X? Does X cause Y?
  12. 12. Designing the ResearchMethodology5-major parts: Research method (Secondary/Primary) Sampling Plan Questionnaire Design Field work plan Analysis plan
  13. 13. Primary Data Collection Methods Surveys Observation Experimentation Qualitative Techniques(word association/focus group/projective techniques) Specialized Techniques(consumer panel/retail audit/TV audience measurements)

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