【文章內(nèi)容簡介】 erface ?Unstructured Problems ?Use of Models ?User Friendly Interaction ?Adaptability ?Can Improve Decision Making by Using “What if” Analysis ?Structured Problems ?Use of Reports ?Rigid Structure ?Information Displaying Restricted ?Can Improve Decision Making by Clarifying Data MMIS DSS Fig Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 25 Topic ? What is marketing research? ? History of marketing research ? Research for management decision problem ? Careers in marketing research ? Marketing research process ? Defining the management decision problem ? International marketing research ? Summary Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 26 Marketing Research Process ? Marketing research process is: ? A set of seven steps which defines the tasks to be acplished in conducting a marketing research study. These include: 1. Management decision problem definition 2. Marketing research problem (MRP) definition 3. Specification of the research objectives 4. Research design formulation 5. Fieldwork or data collection 6. Data preparation and analysis 7. Report preparation and presentation Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 27 Management Decision Problem (or Opportunity) Definition ? Researcher needs to account for: ? Relevant background information ? Environmental context ? Information from problem or opportunity audit ? Project purpose ? Specific management decisions to be made ? Information needed to make the decisions ? Value of the project ? Project budget Requires discussions with various stakeholders, review of existing information/secondary data and perhaps exploratory research Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 28 Marketing Research Problem Definition ? Includes: ? Consideration of the objectives theoretical foundations ? Specification of appropriate conceptual and analytical models ? Description of broad and specific ponents ? Hypotheses delineation ? Factors that affect scope of research design ? List of all information required ? Clarification of research questions Requires researchers to use their marketing, social and business theories Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 29 Specification of the Research Objectives ? Exact and specific description of information requirements ? Objectives contain words such as: ? To determine ? To measure ? To establish ? To rate ? To rank ? To pare ? To record Research objectives are the starting point for formulating who should be the target respondents and the range of questions to be asked Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 30 Research Design Formulation ? Framework for conducting the research involving: ? Target market definition ? Qualitative and quantitative data collection methods ? Sampling process and sample size ? Measurement and scaling procedures ? Questionnaire design ? Data analysis approach After formulation – costs estimated pared to budget and then pilation of a research proposal Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 31 Fieldwork or Data Collection ? Data collection involves using a field team or collecting via mail ? Selection, training, supervision, output validation and evaluation vital to fieldwork ? Process managed to minimise interviewing errors and maintain quality Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 32 Data Preparation and Analysis ? Includes: ? Checking ? Editing ? Coding ? Transcription ? Verification ? Data cleaning Data preparation is concerned with having a plete set of valid data whilst data analysis gives meaning to the data Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 33 Report Preparation and Presentation ? Written report should include: ? Research questions ? Description of the approach ? Research design ? Data collection and analysis procedures ? Results and major findings ? Executive summary Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 34 Management of the Research Process Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 35 Management of the Research Process (continued) ? Management of the research process and the various activities i