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Marketing Research Ch. 1-6 Review Questions/Answers

Terms in this set (60)

Marketing Research Process (DDFCAP):

(1) Defining the Problem
-Accomplished through discussions with decision makers, interviews with industry experts, analysis of secondary data including social media, and perhaps, some qualitative research, such as focus groups. Involves defining the management-decision problem (what should the management do) and the marketing research problem (what information is needed).

(2) Developing an Approach to the Problem
-Formulating an analytical framework and models, research questions, and hypotheses. Guided by the same tasks performed to define the problem.

(3) Formulating a Research Design
-Framework or blueprint for conducting the marketing research project. Details the procedures needed to obtain the required information.

(4) Collecting Data
-Accomplished using a staff that operates in the field. Fieldwork involves personal, telephone, mail, or electronic interviewing. Proper selection, training, supervision, and evaluation of the field force are essential to ensure high-quality data collection.

(5) Analyzing Data
-Includes the editing, coding, and transcribing of collected data. This entire process must be verified for accuracy.

(6) Preparing and Presenting the Report
-Entire project should be documented in a written report that addresses the specific research questions; describes the approach, the research design, data collection, and data analysis procedures; and presents the results and all major findings. The written report is supplemented by tables, figures, and graphs to enhance clarity and impact and is usually accompanied by a formal presentation.