MARK 305 Chapter Notes - Chapter 3: Randomness, Legg Mason, S&P 500 Index
30 Jan 2017
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The problem definition process: recognize the problem or opportunity. Can the problem become opportunity: find out why the information is being sought. Clear ideas and questions: understand the decision making environment. Examine cultural and bureaucracy issues: use the symptoms to help clarify the problem. Determine cause and effect relationships: translate management problem to marketing research problem. Management support is key: determine whether the information already exists. Have you researched other research: determine whether the question can be answered. Are the objectives clear and realistic: state the research objectives. Situational analysis: studying the decision-making environment within which the marketing research will take place. Preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied. Exploratory research can take several forms: pilot studies, experience surveys, secondary data analysis, pilot studies case analysis and focus groups.
