TAILIEUCHUNG - Lecture Marketing research (10th edition): Chapter 3 - McDaniel, Gates

Chapter 3 - Problem definition, exploratory research, and the research process. Conducting marketing research involves a series of logical steps, beginning with problem definition and research objectives. What are the steps in the marketing research process? How is the research process initiated? These are the issues we will address in this chapter. | 3-1 Chapter Three 3-2 1. Recognize the problem or opportunity 2. Find out why the information is being sought 3. Understand the decision making environment 4. Use the symptoms to help clarify the problem Can the problem become opportunity? Any suspect motives? Examine cultural & bureaucracy issues Determine cause & effect relationships The Problem Definition Process Key Terms & Definitions 3-3 5. Translate management problem to marketing research problem 6. Determine whether the information already exists 7. Determine whether the question can be answered 8. State the research objectives Management support is key Have you researched other research? Are the objectives clear and realistic? Include timetable and responsible party The Problem Definition Process Key Terms & Definitions The professor might want to emphasize this process because many times the students do not put enough thought into formulating research objectives. 3-4 Purposes Define Terms Clarify Problems Develop .

• Marketing - Bán hàng
• Marketing research
• Lecture Marketing research
• Nghiên cứu thị trường
• Problem definition
• Exploratory research
• The research process
• Marketing environment
• Managing marketing research
• Research ethics
• Data collection
• Descriptive research
• Data analysis
• Marketing research process
• Online marketing research
• Social media research
• Online qualitative research
• Online survey research
• External marketing environment
• Marketing concept
• Communicating the research results
• Research report
• Managerial decision making
• The marketing research process
• Observational research designs
• Data collection approaches
• Causal research designs
• Qualitative research
• Essentials of marketing research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
• Experimental research techniques
• Project Manager
• Marketing research department
• Marketing intelligence
• Marketing research essentials
• Management decision making
• Traditional survey research
• Qualitative data analysis
• Quantitative data analysis
• Global marketing research
• Applied marketing research
• Internet focus groups
• Survey research
• Types of survey error
• Research design
• Marketing research on the internet
• Issues in data collection
• Attitude measurement
• Marketing research industry
• Services producers
• Causal research
• Syndicated data
• Conduct marketing research
• Marketing data
• Secondary sources
• Marketing mix measures