MKT 473 Lecture Notes - Lecture 2: Brand Loyalty, Data Analysis, Dependent And Independent Variables
Document Summary
The marketing research process: identification of the problem and statement of research objectives. Problem identification and statement of objectives: does it involve hypothesis or just a statement, creation of the research design. Creation of the research design: exploratory, descriptive, casual, planning, implementing, controlling, choice of method of research. Choice of research method: primary/secondary survey, focus groups, experiments, etc, selection of the sampling procedure. Sampling selection/plan: probability vs. nonprobability, collection of the data. Data collection: personal, telephone, mail, internet, etc, analysis of the data. Data analysis: level and scope must be determined early, writing and presentation of the report. Write and present the research report: determine format, font, layout, ppts, etc, follow-up. Problem definition process: recognize the problem or opportunity. Can the problem become an opportunity: find out why the information is being sought. Any suspect motives: understand the decision making environment. Examine cultural and bureaucracy issues: use the symptoms to help clarify the problem.
