Research Process

930 WordsJul 5, 20114 Pages
Marketing Research Marketing research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company.” [Philip Kotler] “the systematic gathering, recording and analyzing of all data about problems relating to the marketing of goods and services.” [The American Marketing Association] Basic purpose of marketing research Marketing research reduces uncertainty or error in decision-making. The information collected by conducting marketing research is used for problem solving and decision making in various areas of marketing. The marketing research process Effective marketing research involves five steps shown in Figure: [pic] Step 1: Define…show more content…
← Tachistoscope flashes an ad to a subject with an exposure interval that may range from less than one hundredth of a second to several seconds. After each exposure, the respondent describes everything he or she recalls. ← Eye cameras study respondents’ eye movements to see where their eyes land first, how long they linger on a given item, and so on. ← Audiometer is attached to television sets in participating homes to record when the set is on and to which channel it is tuned Sampling Plan After deciding on the research approach and instruments, the marketing researcher must design a sampling plan. This plan calls for three decisions: ← Sampling unit: Who is to be surveyed? The marketing researcher must define the target population that will be sampled. ← Sample size: How many people should be surveyed? Large samples give more reliable results than small samples. However, it is not necessary to sample the entire target population or even a substantial portion to achieve reliable results. ← Sampling procedure: How should the respondents be chosen? To obtain a representative sample, a probability sample of the population should be drawn. Probability sampling allows the calculation of confidence limits for sampling error. Step 3: Collect the Information ← The data collection phase of marketing research is generally the most

More about Research Process

Open Document