文档介绍：CHAPTER two The Marketing Research Process and the Management of Marketing Research CHAPTER two
Copyright ? 2000 South-Western College Publishing Co1>.
CHAPTER
two
The Marketing
Research Process
and the
Management of
Marketing Research
Learning Objectives
1. To learn the steps involved in the marketing research process.
2. To understand ponents of the research request.
3. To learn the advantages and disadvantages of survey, observation, and experimental research techniques.
4. To e familiar with the nature of research management.
THE RESEARCH PROCESS
To learn the steps involved in the marketing research process.
Step One: Identifying and Formulating the Research Problem/Opportunity
The marketing research problem: information
The marketing research objective: insight
The management decision problem: action
Find Out Why Information is Being Sought
Determine Whether the Information Already Exists
(1)
Identifying the Research Problem/Opportunity
(2)
Creating of the Research Design
(3)
Choosing the Method of Research
(4)
Selecting the Sampling Procedure
(5)
Collecting the Data
(6)
Analyzing the Data
(7)
Writing and Presenting the Report
(8)
Follow-up
The Marketing Research Process
Figure
THE RESEARCH PROCESS
To learn the steps involved in the marketing research process.
Determine Whether the Question Can Really Be Answered.
Usin