marketing-information management lap 13 marketing-research problems
TRANSCRIPT
Marketing-Information Management
LAP 13
Marketing-Information Management
LAP 13
Marketing-Research Problems
Objectives:Objectives:
Describe the ways that marketers identify marketing-research problems / objectives.
Describe the ways that marketers identify marketing-research problems / objectives.
Discuss the importance of identifying the marketing-research problem.
Discuss the importance of identifying the marketing-research problem.
Discuss the importance of identifying the marketing-research problem.
• Allie’s cold—actually allergies!
• Important to define the problem
Solve problems Solve problems
Take advantage of opportunities
Take advantage of opportunities
Provides information to help business’s managers:Provides information to help business’s managers:
Benefits of Marketing ResearchBenefits of Marketing Research
Mid-sized and big companies—hire marketing-research firms
Mid-sized and big companies—hire marketing-research firms
Small businesses—do it themselves Small businesses—do it themselves
How Marketing Research Is Conducted
Keeps managers & researchers “on the same page”
Keeps businesses from wasting:
• Time
Importance of Defining the Problem
• Money • Effort
Keeps solutions timely
Helps managers look deeper than the surface
Importance of Defining the Problem
Decision Problems vs. Research Problems
• Discovery-oriented
(what? why?)
• Strategy-oriented (how? which?)
Decision problem—problem from managers’ perspective
May be:
Decision Problems vs. Research Problems
• Problem from researchers’ perspective
• May be many for one decision problem
Research problem:
Research to AvoidResearch to Avoid
•For researchers—preconceived ideas about results
•For managers—lack of financial sense:
• Innovative new products
• Products with little financial risk
Describe the ways that marketers identify marketing-research
problems / objectives.
Clarifying decision problem through:
Ways Managers and Researchers Define the Problem
• Questioning• Conducting situation analysis
Translating decision problem into research problem(s)
Determining which research problems to pursue
Deciding what kinds of information are needed: Deciding what kinds of information are needed:
Ways Managers and Researchers Define the Problem
• Secondary data• Primary data• Secondary data• Primary data
Deciding what unit of analysis to use
Deciding what unit of analysis to use
Ways Managers and Researchers Define the Problem
Determining the relevant variables to study
Finalizing decision into formal research objectives
Weighing costs vs. benefits
Your current place of employment or familiar business
Current problems or opportunities (decision problem)?
Research problems?
Independent researcher Mark
Being pressured by manager for certain research results
What would you do?
MBAResearchAcknowledgments
Original DevelopersLelia Ventling, Sarah Bartlett Borich,
MBAResearch
Version 1.0
Copyright © 2011MBA Research and Curriculum Center®
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