目录
Marketing Research Process
• All steps are interrelated
– If something is wrong in one stage, it is likely that things go wrong in subsequent stages
– Make sure that things are fine especially in earlier stages
->Alert: Garbage In Garbage Out
1. Formulate Problems
• Identify problems faced by the organization
– Decision problems
– Research questions
• What is the purpose of the study?
– Determine objectives of research
– How will the information be used?
– What information do we need?
2. Research Design
• What types of questions will be answered?
– how much is already known?
– do we have hypotheses to be tested?
-> What types of studies will we do?
– Exploratory/Descriptive/Causal
3. Data Collection Design
• Sources of data
– Primary vs. Secondary
• How to measure?
– Measurement and Scale
• Questionnaire Design
4. Sample Design
• List of elements of target population
– Sample Frame
• How to draw samples from sample frame?
– Sample Selection Process
• How many samples? (cost/precision)
– Sample size
5. Data Collection/Analysis
• Quantitative/Statistical Techniques
– Descriptive Statistics/Hypothesis testing
– Relationship among variables/Data Reduction
•Qualitative Interpretation
– Understand statistical output/Strategic thinking
6. Research Report
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