Slides for a lecture delivered by Dr. Kelly Page introducing the process of Applied Marketing Research.

1. The Marketing Research Process Week 1 (3) Dr. Kelly Page Cardiff Business School E: pagekl@cardiff.ac.uk T: @drkellypage T: @caseinsights FB: kelly@caseinsights.com

6. The Marketing Research Process Problem definition and statement of objectives Creation of the research design Choice of research method Sampling selection / plan Data collection Data analysis Write and present the research report Follow-up Does it involve hypothesis or just a statement? Exploratory, descriptive, causal Primary/secondary - survey, focus groups, experiments, etc. Probability vs. non-probability, sample size Telephone, mail, mall intercept, Internet, etc. Level & scope must be determined early Determine format, font, layout, PPTs, etc. Were recommendations followed? Is more research needed ?

7. The Marketing Research Process PURPOSE ‘Why’ 1. Problem definition and statement of objectives 2. Creation of the research design 3. Choice of research method 4. Sampling selection / plan 5. Data collection 6. Data processing & analysis 7. Write and present the research report 8. Follow-up Does it involve hypothesis or just a statement? Primary/secondary - survey, focus groups, experiments, etc. Probability vs. non-probability, sample size Telephone, mail, mall intercept, Internet, etc. Level & scope must be determined early Determine format, font, layout, PPTs, etc. Were recommendations followed? Is more research needed ? Exploratory, descriptive, causal

9. The Marketing Research Process Problem definition and statement of objectives Creation of the research design Choice of research method Sampling selection / plan Data collection Data processing & analysis Write and present the research report Follow-up Does it involve hypothesis or just a statement? Primary/secondary - survey, focus groups, experiments, etc. Probability vs. non-probability, sample size Telephone, mail, mall intercept, Internet, etc. Level & scope must be determined early Determine format, font, layout, PPTs, etc. Were recommendations followed? Is more research needed ? RESEARCH DESIGN ‘ What’ Exploratory, descriptive, causal

12. The Marketing Research Process SAMPLING DESIGN ‘ Who ’ Problem definition and statement of objectives Creation of the research design Choice of research method Sampling selection / plan Data collection Data processing & analysis Write and present the research report Follow-up Does it involve hypothesis or just a statement? Primary/secondary - survey, focus groups, experiments, etc. Probability vs. non-probability, sample size Telephone, mail, mall intercept, Internet, etc. Level & scope must be determined early Determine format, font, layout, PPTs, etc. Were recommendations followed? Is more research needed ? Exploratory, descriptive, causal

14. The Marketing Research Process LOGISTICS ‘How’ & ‘When’ Problem definition and statement of objectives Creation of the research design Choice of research method Sampling selection / plan Data collection Data processing & analysis Write and present the research report Follow-up Does it involve hypothesis or just a statement? Primary/secondary - survey, focus groups, experiments, etc. Probability vs. non-probability, sample size Telephone, mail, mall intercept, Internet, etc. Level & scope must be determined early Determine format, font, layout, PPTs, etc. Were recommendations followed? Is more research needed ? Exploratory, descriptive, causal

15. The Marketing Research Process ANALYTICAL DESIGN ‘ How’ Problem definition and statement of objectives Creation of the research design Choice of research method Sampling selection / plan Data collection Data processing & analysis Write and present the research report Follow-up Does it involve hypothesis or just a statement? Primary/secondary - survey, focus groups, experiments, etc. Probability vs. non-probability, sample size Telephone, mail, mall intercept, Internet, etc. Level & scope must be determined early Determine format, font, layout, PPTs, etc. Were recommendations followed? Is more research needed ? Exploratory, descriptive, causal

16. The Marketing Research Process REPORTING & FOLLOW-UP ‘ Output ’ Problem definition and statement of objectives Creation of the research design Choice of research method Sampling selection / plan Data collection Data processing & analysis Write and present the research report Follow-up Does it involve hypothesis or just a statement? Primary/secondary - survey, focus groups, experiments, etc. Probability vs. non-probability, sample size Telephone, mail, mall intercept, Internet, etc. Level & scope must be determined early Determine format, font, layout, PPTs, etc. Were recommendations followed? Is more research needed ? Exploratory, descriptive, causal

18. The content of this work is of shared interest between the author, Kelly Page and other parties who have contributed and/or provided support for the generation of the content detailed within. This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 2.0 UK: England & Wales. http://creativecommons.org/ Kelly Page (cc)