伯恩斯 营销调研（第9版）Burns9e_ch03_PPTaccessible.pptxVIP

Marketing ResearchNinth EditionChapter 3The Marketing Research Process and Defining the Problem and Research ObjectivesCopyright ? 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Learning ObjectivesIn this chapter you will learn3.1 The steps of the marketing research process3.2 The importance and process of defining the problem3.3 How to formulate research objectives3.4 What an action standard is and why it can be helpful3.5 The components of the marketing research proposal Figure 3.1 Steps in the Marketing Research ProcessStep 1: Establish the need for marketing researchStep 2: Define the problemStep 3: Establish research objectivesStep 4: Determine research designStep 5: Identify information types and sourcesStep 6: Determine methods of accessing dataStep 7: Design data collection formsStep 8: Determine the sample plan and sizeStep 9: Collect dataStep 10: Analyze dataStep 11: Communicate the insights. Where We AreEstablish 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.Analyze data.Communicate the insights. The Marketing Research Process: Caveats to a Step-By-Step ProcessThe “Step-by-Step Process”Not always presented as an 11-step processNot all studies use all 11 stepsFew studies follow the steps in order Step 1: Establish the Need for Marketing Research (1 of 3)Is there a real need for marketing research?Research takes time and costs moneyCost of information may outweigh value of information Step 1: Establish the Need for Marketing Research (2 of 3)Is there a real need for marketing research?Marketing research is not always needed.We often have the information Step 1: Establish the Need for Marketing Research (3 of 3)When is marketing research Not needed?The information is already availableThe timing is wrong to conduct marketing researchFun