Marketing Research Process and Implementation, Summaries of Marketing

Download Marketing Research Process and Implementation and more Summaries Marketing in PDF only on Docsity!

Marketing Research Process

and Implementation

Dr. Danupol Hoonsopon, DBA. Department of Marketing Chulalongkorn Business School E-mail: [email protected]

Overview of Marketing Research

Process

1^ • Why should we do research?

2^ • What research should be done?

3^ • Is it worth doing the research?

• How should the research be designed to (^4) achieve the research objectives?

5^ • What will we do with the research?

When Research is Not Needed

Costs outweigh value

Inadequate resources

Insufficient time frames

Information already available

Situations

Marketing Research Process

I. Determine the research problem

II. Select the appropriate research design

III. Execute the research design

IV. Communicate the research result

I. Determine the Research Problem

1. Identify and clarify information needs 2. Define the research problem and question 3. Specify research objectives and confirm information value

Step 1. Identify and Clarify Information

Needs

What information is needed to solve the problem?

However, “ It depends upon what the problem is!”

Corruption or Inappropriate use?

“Leading to form different research questions”

Fine-motor development or hold pencil or lack of practice?

Step 1. Identify and Clarify Information

Needs

If you switch the way you

look at things….

Questions are changed & Challenging status quo

New answers & solutions

Sale decline

High price

Quality

Brand image

Competi tors

Recessi on

Service

Breaking problem

into a smaller part

helps researcher to

better understand

situations

Step 1. Identify and Clarify Information

Needs

 Purpose of the research.

 Understand the complete problem situation.

 Identify and separate out symptoms.

 Determine unit of analysis – the focus of your research.

 Determine the relevant variables – brand awareness or

attitudes, satisfaction, purchase intention, importance, demographics, etc.

Step 2. Define the Research Problem

and Questions

The most important step in the marketing

research process is “ defining the problem ”

Step 2. Define the Research Problem

and Questions

Examples of typical business research problems

Poor service encounters.

Competitors have superior product/service features.

Decreased market share.

Ad campaign is not generating new sales prospects.

What are factors that influence customers to buy firm’s product?

Quality

Specification

Price

Channel

IMC

WOM

Private group

Friends

Family Public group Ads

How to Define the Interesting Research

Questions