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CHAPTER 2 The Marketing Research Process: 11 Processes ü ü ü ü ü ü ü ü ü ü Establishing the need for marketing research Define the problem Establishing research objectives Determine research design Identify information types and sources Determine methods of accessing data Design data collection forms Collect data Analyze data Prepare and present the final research report

Differences between managers and researchers ü ü Custom marketing research should begin with a thorough problem definition. Managers’ and researchers’ backgrounds differ markedly. Area of difference Organizational Position Responsibility Training Disposition toward knowledge Research motivation Line To make profit General decision making Wants answers to questions To make symptoms disappear ü ü Despite their difference, managers and researchers must develop a working relationship. The manager and researcher should develop a partnership. To find the truth Managers Staff To generate information Technique applications Wants to ask questions Researchers

Research brief A research brief is a document prepared by an organisation commissioning research. Typically it contains the following sections:

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Background Rationale Budget Timescale Objectives Methods Reports

Hague (2004) suggest using a series of questions as a framework in order to make sure a through brief. ü ü ü ü ü ü ü ü ü These are:

Why do this research? What action will be taken when the research is completed? What has caused this problem or led to this opportunity? Who are the target groups for the research? What specific information is needed from the research? What is the proposed budget Are there any initial ideas for the research method? Are there any reporting requirements? When are the finds required?

Research Proposal Research proposal are prepared and submitted to the client by agencies who