Marketing research process DEFINITON Marketing research is defined

Marketing research process

DEFINITON Marketing research is defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making. The Marketing Research Process is an interrelated sequence of steps that make up a research project

Steps in the Research Process Step 1: Define the research problem ●Step 2: Developing a research plan ●Step 3: Collecting data ●Step 4: Analysing research data ●Step 5: Presenting the findings ●

Collecting Data • Primary Data obtained directly from consumer to fulfill a specific purpose • Secondary Data When data exists and is available through a variety of sources (i. e. internet, publications, government records, etc. )

METHODS FOR DEVELOPING PRIMARY DATA Focus Groups Experiments Observation Data Panels Surveys Interviews

PROBLEMS GATHERING PRIMARY DATA • Ability to comprehend opinion • Willingness to respond • Language and comprehension

Problems with obtaining relevant data • Secondary Data defined Data collected by another agency or researcher • Problems with obtaining relevant and accurate Secondary data 1. 2. 3. 4. Availability of Data Reliability of Data Comparability of Data Validating Secondary Data

Validating Secondary Data • Who collected the data ? Would there be any reason for purposely misrepresenting the facts ? • For what purpose were the data collected ? • How were the data collected ? (Methodology) • Are the data internally consistent and logical in light of known data sources or market factors ?

Use of internet o On-Line Surveys and Buyer Panels o Web Visitor Tracking o Advertising Measurement o Customer Identification Systems o E-Mail Marketing Lists o Embedded Research

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