MKT 500 Chapter Notes - Chapter 3: Research, Operational Definition

• School: Ryerson University
• Department: Marketing
• Course: MKT 500
• Professor: Julie Kellershohn

Document Summary

11 steps in the marketing research process: establish the need for marketing research, define the problem, establish research objectives, determine research design. Identify information types and sources: determine methods of accessing data, design data collection forms, determine the sample plan and size, collect data. The timing is wrong to conduct marketing research. Costs outweigh the value of marketing research whenever a particular situation occurs basis: methods of measuring the value of research should: Explicitly link the research results to business impacts. Demonstrate that something happened as a result of the research that wouldn"t have happened otherwise, and quantify the financial value of that difference. Step 4: determine research design: research design: the research approach to meet the research objectives. Descriptive research: the most basic objective in that the goal is to describe marketing phenomena. Exploratory research: a form of casual, informal research that is undertaken to learn more about the research problem.