The main steps in marketing research

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There have six step in marketing research.

1) Identifying and defining your problem.
- Your problem or issue will likely be recognized by one or more levels of management.
* Addition:
a. Marketing manager and the researcher must work closely together to define the problem carefully and they must agree on the research objectives.
b. Isolate and identify the problem, not the symptoms because symptoms and problems can be confusing.
c. Researcher must prepare a written statement that clarify any ambiguity about what the research is intended to accomplish (research proposal).
d. Formulating a series of research questions and hypotheses adds clarity to the statement of the marketing problems.
> Problem statement- the actual problem that need to be solved.
> Research objectives- the goal of the research (why we conduct the research).
> Research questions- what we would like to accomplish (more specifically)
> Hypothesis- an unproven proposition or supposition that tentatively explains certain facts or phenomena, a probable answer to aresearch questions( answer the research question).

2) Developing your approach
- Your approach should be developed almost exclusively around a defined set of objectives.
- Should consists of an honest assessment of your team's market research skills, establishing a budget, understanding your environment and itsinfluencing factors, developing an analysis model, and formulating hypotheses.
* Addition:
a. Researcher can employ four basic techniques of gathering information:
1. Secondary data (historical data)
- Company: annual reports, sales reports.
- Public or university library (previous thesis or case studies, journals, books, statisticals report on population)
- Internet

2. Pilot studies (trial)
- informal data collection methods like focus group interview.

3. Case studies
- An exploratory research techniques that intensively investigate one or few situations similar to the problem situation.

4. Experience surveys
- Which individuals who are knowledgeable about particular research problem are questioned.

3) Research design
- A framework for the designing your marketing research program should be apparent.
- Requiring the greatest amount of thought, time and expertise-and is the point
at which the less experienced will obtain assistance from an internal/external market research expert.
- Includes incorporating knowledge from secondary information analysis, qualititative research, methodology selection, question measurement & scale selection, questionnaire design, sample design & size and determining data analysis to be used.

4) Collecting the data
- Often called data collection or survey fielding.
- Ponit at which the finalized questionnaire (survey instrument) is used in gathering information among the chosen sample segment.
- There a variety of data collection methodologies to consider.
* Addition:
a. Sampling units- the category/characteristics of sample(unit of analysis)
b. Sample size- how big the sample be? Typically larger. samples are more precise than smaller ones, but proper probability sampling can allow a small proportion to give a reliable measure of the whole.
c. There are two basics sampling techniques:
1. Probability (simple random samples, stratified sampling, quota samples, cluster sampling)
2. non-probability sampling(personal judgement, convenient sampling, snowballing technique).

5) Performing data analysis
- All analysis that can be performed, from complex to simple, depend on how the questionnaire was constructed.
- Less complex analysis on smaller data sets can be handled with any of a number of office suite tools.
- More complex analysis and larger data sets require dedicated market research
analysis software.
- Types of analysis that might be performed are simple frequency distribution, cross tabs analysis, multiple regression (driver analysis), cluster analysis, factors analysis, perceptual mapping (multidimensional scaling), structual equation modelingand data mining.

6) Reporting and presentation
- All business critical information and knowledge that comes from your market research investment are limited by how they are presented to decision makers.
- There are as many reporting styles as there are research reports, but some are
definitely better than others, and there are difinitely trends to be aware of.
* Addition: The report can be presented in the form of tables, charts, or graphs in order to show the summary of the findings.

Alhamdulillah, siap!
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So, bolehlah baca balik for mid-term 8.30 nanti.
haha

ps: Korang nk bace bleh je..
wt tmbh pengetahuan..
^_^