Research Methods Ch. 2
Chapter 2: The Marketing Research Process and Proposal
This chapter provides the overview of the research process (scientific research process)
Changing View of the Market Research Process
1) Data for interpretation
Primary data: information that is collected specifically for a current research problem or opportunity.
Secondary Data: growing emphasis on secondary data. Information previously collected for some other problem or issue → stored in a data warehouse to help understand bus problems
Building databases of customer information to serve more effectively
2) Harder to get information on people
Gatekeeper technologies: means of protecting one’s privacy against intrusive marketing practices (ex: caller ID, automated screening)
People enable cookies, must provide opt in/opt out opportunities when soliciting business or collecting information
3) Expansion into global markets
New set of cultural issues force of cultural issues, also data collection, data interpretation and information management activities.
4) Play a role in strategy development → used to identify new business opportunies, develop new products, service and deliver ideas
Information Research Process: a systematic approach to collecting, analyzing, interpreting and transforming data into decision making information
Applicability of the research process, solving problems and creating opportunities
Determining the Need for Information Research
Existence of the problem is the primary responsibility of the decision maker (not researcher) → recognize that more information is needed to make good plans of actions
Situations when Marketing Research is not Needed
Information is already available
Insufficient time to get research activities done
Inadequate resources, limitations in money, manpower or facilities
Cost outweigh the value
Initial Research question Can the problem be resolved using existing informational and managerial judgment? → Secondary or primary data
This chapter provides the overview of the research process (scientific research process)
Changing View of the Market Research Process
1) Data for interpretation
Primary data: information that is collected specifically for a current research problem or opportunity.
Secondary Data: growing emphasis on secondary data. Information previously collected for some other problem or issue → stored in a data warehouse to help understand bus problems
Building databases of customer information to serve more effectively
2) Harder to get information on people
Gatekeeper technologies: means of protecting one’s privacy against intrusive marketing practices (ex: caller ID, automated screening)
People enable cookies, must provide opt in/opt out opportunities when soliciting business or collecting information
3) Expansion into global markets
New set of cultural issues force of cultural issues, also data collection, data interpretation and information management activities.
4) Play a role in strategy development → used to identify new business opportunies, develop new products, service and deliver ideas
Information Research Process: a systematic approach to collecting, analyzing, interpreting and transforming data into decision making information
Applicability of the research process, solving problems and creating opportunities
Determining the Need for Information Research
Existence of the problem is the primary responsibility of the decision maker (not researcher) → recognize that more information is needed to make good plans of actions
Situations when Marketing Research is not Needed
Information is already available
Insufficient time to get research activities done
Inadequate resources, limitations in money, manpower or facilities
Cost outweigh the value
Initial Research question Can the problem be resolved using existing informational and managerial judgment? → Secondary or primary data