ch7- marketing research: from customer insights to actions

big data

huge, complex data sets generated by our sophisticated info generation, collection, storage, and analysis technologies

marketing research

the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions

five-step marketing research approach

1. define the problem

2. develop the research plan

3. collect relevant information

4. develop findings

5. take marketing actions

marketing research approach: step 1

define the problem= set research objectives, identify possible marketing actions

marketing research approach: step 2

develop the research plan= specify constraints, identify data needed for marketing actions, determine how to collect data

marketing research approach: step 3

collect relevant information= obtain secondary data, obtain primary data

marketing research approach: step 4

develop findings= analyze the data, present the findings

marketing research approach: step 5

take marketing actions= make action recommendations, implement action recommendations, evaluate results

marketing research approach: step 3 question formats

1. open-ended questions

2. closed-end or fixed alternative questions

3. dichotomous questions

4. semantic differential questions

5. likert scale questions