MARKETING MANAGEMENT 12 th edition KotlerKeller CONDUCTING MARKETING RESEARCH Chapter 3.
Conducting Marketing Research
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apter 33 - Conducting Marketing Research Conductin g Marketing Research
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Conducting Marketing Research. The Marketing Research Process. Step 1 - Defining the Problem Identify and clearly state what the problem is and what can be done to solve the problem. Determine which problems are the most important to solve at a given time. The Marketing Research Process. - PowerPoint PPT Presentation
Transcript of Conducting Marketing Research
Chapter 33 - Conducting Marketing Research
Conducting Marketing Research
Chapter 33 - Conducting Marketing Research
The Marketing Research Process
Step 1 - Defining the Problem Identify and clearly state what the
problem is and what can be done to solve the problem.
Determine which problems are the most important to solve at a given time.
Chapter 33 - Conducting Marketing Research
The Marketing Research Process
Step 2 - Obtaining Data Collect and examine information in
terms of the problem being studied. Primary data can be used; or Secondary data can be used.
Chapter 33 - Conducting Marketing Research
Secondary data can be obtained by a number of agencies.
Primary data can be obtained by:
the survey method
the observation method
the experimental method
Chapter 33 - Conducting Marketing Research
The Marketing Research Process
Step 3 - Analyzing the Data Compiling, analyzing, and interpreting
the results of primary and secondary data.
The results of each question can be clearly read and interpreted.
Chapter 33 - Conducting Marketing Research
The Marketing Research Process
Step 4 - Recommending Solutions to the Problem.
Solutions are usually presented in a well written report.
Recommendations must be clear and supported by the research data.
Chapter 33 - Conducting Marketing Research
The Marketing Research Process
Step 5 - Applying the Results
