2. The importance of Information

4. The Marketing Information System

5. The Marketing Research Process Defining the problem and research objectives Developing the research plan for collecting information Implementing the research plan – collecting and analyzing the data Interpreting and reporting the findings

6. Defining the Problem and Research objectives Causal Research Descriptive Research Exploratory Research Test hypotheses about cause- and-effect relationships. Describes things as market potential for a product or the demographics and consumers’ attitudes. Gathers preliminary information that will help define the problem and suggest hypotheses.

11. Research Approaches Observational Research Gathering data by observing people, actions and situations (Exploratory) Survey Research Asking individuals about attitudes, preferences or buying behaviors (Descriptive) Experimental Research Using groups of people to determine cause-and-effect relationships (Causal)

12. Strengths and Weaknesses of Contact Methods Fair Poor Fair Good Cost Fair Good Good Fair Response rate Fair Good Excellent Poor Speed of data collection Fair Fair Excellent Fair Control of sample Excellent Poor Fair Excellent Control of interviewer effect Excellent Excellent Personal Good Fair Good Quantity of data that can be collected Good Good Poor Flexibility Computer Telephone Mail

14. Implementing the Research Plans Collecting the Data Processing the Data Analyzing the Data

15. Interpreting and Reporting the Findings Step 1. Interpret the Findings Step 2. Draw Conclusions Step 3. Report to Management