【正文】 s a continuous process ? The intricacies of this process is illustrated in Figs Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 36 The Research Process with Feedback and Clarification Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 37 Responsibilities and the Research Process Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 38 Research Inputs and Business Outputs ? Managerial perspective of the outputs from the marketing research process is a major focus of each step in the research process ? Two important out puts are: ? Research brief ? Research proposal Document describing the business decision problem and the expectations of a research design to collect information to make the decision Official layout of the planned research activity, describing the research problem, the approach, the design, and data collection, data analysis and reporting methods Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 39 Research Process Inputs and Business Outputs Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 40 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 41 Defining the Management Decision Problem ? Ultimate fulfilment of client’s needs depends upon an accurate and adequate definition of the management problem ? Without this, money and effort will be wasted ? Whilst internal views drive this step external views can enhance the problem definition process ? Problem definition process is illustrated in Fig (next slide) Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 42 Tasks Involved in Defining the Problem ? Tasks involved include: ? Collecting background information ? Examining the environmental context ? Conducting a problem/opportunity audit Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 43 Collecting Background Information ? Sources of background information: ? Decision makers ? Industry experts ? Existing information (in reports) ? Secondary data ? Exploratory qualitative research ? Environmental context Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 44 Examining the Environmental Context ? Exploratory qualitative research – provides understanding of client’s business and industry – factors needing consideration: ? Past information and business industry forecasts ? Firm resources and constraints ? Firm’s and decision makers’ objectives Trends with respect to sales, market share, profitability, technology etc Constraints could be time, client firm’s personnel, the client’s culture etc Constraints could be time, client firm’s personnel, the client’s culture etc – conflicts possible Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 45 Examining the Environmental Context (continued) ? Buyer behaviour ? Legal environment ? Economic environment ? Marketing and technological skills Knowledge useful in understanding and predicting consumers’ reaction based on an individual’s specific characteristics Regulatory policies and norms within which anisations must operate Consists of ine, prices, savings, credit and general economic conditions Marketing mix expertise, level of firm technology and technological advances relevant to the firm/industry Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 46 Problem/Opportunity Audit ? Distinction between problem and opportunity not always clearcut but someone almost always has to make a decision ? Problem audit is a prehensive examination of a marketing problem to understand its origin and nature ? Entails discussion with decision maker (DM) on, eg : ? Events/history, alternative course of action open to DM, information required, how information is to be used, etc Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 47 Problem/Opportunity Audit (continued) ? Audit vital as DM in many cases only has a vague idea of what the problem is ? Important to distinguish between: