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Marketing R esearch

Vincent Le Morillon. Marketing R esearch. Problem D efinition , Exploratary R esearch and the Research P rocess. Professor : Kristina Zikienė. University year : 2012-2013. Summary. Understand the problem definition Comprehend how works an e xploratary research

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Marketing R esearch

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  1. Vincent Le Morillon Marketing Research ProblemDefinition, ExplorataryResearch and the Research Process Professor: Kristina Zikienė Universityyear: 2012-2013

  2. Summary • Understand the problemdefinition • Comprehend how works an exploratary research • Learn the stepsinvolved in the marketing researchprocess Conclusion

  3. I) Understand the problemdefinition

  4. First part

  5. Second part

  6. II) Comprehend how works an explorataryresearch

  7. What is an exploratary research? • Littleisknown • Situation analysis • Problemunclearlydefined • Preliminaryresearch = Not the definitive • Exploratory research = Determine the best research

  8. ExperienceSurveysAnalysis • Inside and outside the organization • Informal discussion • E.gaircraft

  9. Secondary Data Analysis • Gathering data • Internet = Countlesssources of secondarydata

  10. Case Analysis • Reviewinformation • Presentresearch problem

  11. Focus Groups 8 to 12 participants Moderator One particularidea One personsaysgeneratethoughts Group dynamics Interplayof responses = more information

  12. UsingIntranets for Exploratory Research Powerfultool Determiningwhetherneeded Relevant information

  13. III) Learn the stepsinvolved in the marketing researchprocess

  14. Marketing Research Process

  15. Managing the Research Process ResearchRequest: An internal document used by large organizations that describes a potential research project, Its benefits to the organization, and estimated costs; it must be formally approved before a research project can begin.

  16. Conclusion: Keep in mind 1- Problemdefinition 2- Explorataryresearch 3- Researchprocess Crucial Most important Methodology

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