Planeacion de mktg

Planning the Research Process
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Introduction
This module defines marketing research and describes the skills required to identify the business problem, the decision alternatives, and the client's needs. Planning is the most critical phase of any marketing research project and is often mishandled or overlooked. The marketing research professional isexpected to be an expert in planning the research process by understanding the market information needs of key decision-makers and knowing the proper processes and procedures for obtaining that information.
Learning Goals
After completing this module, you should be able to:
1. Understand the needs and values of business management.
2. Describe how typical businesses define marketing andmanagement problems.
3. Describe in detail the steps in the scientific method and its relationship to marketing research.
4. Define marketing research.
5. Discuss the role of marketing research in addressing business problems.
6. Explain how management objectives are related to research objectives and explain the role of the marketing research professional in merging and managing these objectives.7. Differentiate causes from effects when addressing business problems.
8. Develop working hypotheses about typical marketing problems.
9. Determine the appropriate level and depth of information required for decision-making and differentiate "nice-to-know" information from "need-to-know" information.
10. Relate research results to action standards for management.
11. Set requirementsfor tracking research projects through key decision stages.
12. Describe the process for determining the value of information and describe the cost/time/value trade-offs that process implies.
13. Describe methods for determining the costs of marketing research studies.
14. Identify the major steps in creating a research proposal.
Textbook Reading Assignment
• Malhotra, Naresh K., MarketingResearch, An Applied Orientation (4th Edition). New York; Prentice-Hall, 2004. Chapter 1, 2, & 5
o The 3rd edition is still a valid textbook for the Principles of Marketing Research course. If you already have a copy, you may use it for the online course. The test items included in the proctored examinations are covered in both editions of Marketing Research: An Applied Orientation, Maholtra,Naresk K. (1999 and 2004).
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2. A Definition of Marketing Research
Principles of Marketing Research
Planning the Research Process
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A Definition of Marketing Research
The American Marketing Association (AMA) offers the following definition to describe marketing research: "Marketing research is the function thatlinks the consumer, customer, and public to the marketer through information - information used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process."
In its position statement, the AMA further states:
Marketing research specifies the information required toaddress these issues; designs the method for collecting information; manages and implements the data collection process; analyzes the results; and communicates the findings and their implications.
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3. Why Do Research?
Principles of Marketing Research
Planning the Research Process
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Why Do Research?
Why do webother with research? Won't a product manager's experience and gut feeling serve at least as well as research? Don't some high-tech products themselves lead consumer desires? That is, doesn't change come so rapidly that customers don't even realize their needs, let alone being able to describe those needs to a researcher, until the product reaches the market? In some rather rare situations, this...