New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

Marketing Research week 3 notes

Star Star Star Star Star
1 review
by: Alicia Turman

Marketing Research week 3 notes MKTG 3633

Marketplace > University of Arkansas > Marketing > MKTG 3633 > Marketing Research week 3 notes
Alicia Turman
GPA 3.0

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

11 step process of marketing research
Marketing Research
Steven Kopp
Class Notes
marketing research
25 ?




Star Star Star Star Star
1 review
Star Star Star Star Star
"I love that I can count on (Alicia for top notch notes! Especially around test time..."
Dr. Estelle Osinski

Popular in Marketing Research

Popular in Marketing

This 5 page Class Notes was uploaded by Alicia Turman on Thursday February 11, 2016. The Class Notes belongs to MKTG 3633 at University of Arkansas taught by Steven Kopp in Spring 2016. Since its upload, it has received 27 views. For similar materials see Marketing Research in Marketing at University of Arkansas.

Similar to MKTG 3633 at UA


Reviews for Marketing Research week 3 notes

Star Star Star Star Star

I love that I can count on (Alicia for top notch notes! Especially around test time...

-Dr. Estelle Osinski


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 02/11/16
Marketing Research -11 step process 1. Establishing the need for marketing research o When is marketing research not needed?  Information might already be available  Decisions must be made now  Costs outweigh the value of doing it 2. Define the problem- (most important step) o Hardest and most intellectually demanding part of the process o Difference between “problem” and “symptom” 3. Design ways to do the research o Why are we doing this?  Help reduce uncertainty of managerial decision making 4. Establish the research objectives o Research objective state what the researches must do/ what we want to measure 5. Determine the research design o Research design- 3 types  Exploratory research: unstructured and informal  Descriptive research: describes marketing variables  Causal Research: (experimental) isolation of causes and effects—to make “if then “ kind of statements. 6. Information types and sources o Secondary information: information already collected o Primary information: collected specifically for the problem at hand. 7. Accessing Data o Secondary data: relatively easy to access o Primary data: get it ourselves 8. Data collection forms o Questionnaire o Script 9. Sample size and plan o Sample plan: selecting units from the population (representative) o Sample size: number of elements in the sample (statistical analysis) o Getting the data to tell a story 10. Collect data o Data analysis cannot fix bad data o Non-sampling errors 11. Analyze data o Tabulations, statistical tests 12. Prepare and present the final research report o Report or presentation o Communicate the results to the client ( manager, boss, your client) Marketing Research – Feb. 4 notes ROI…. Is it worth it? What advertisers care about:  Reach: a brand can “reach” one-third of the U.S population (more than any other television broadcast)  Attention: for one night, people are excited and eager to see advertisements during the game, but also before and after (63 million views of VW “Darth Vader” ad, 90 million views of Clash of the Clans ad from 2015)  Platform: used to springboard a larger campaign What is your problem? *most important step” DEFINE THE PROBLEM  If the wrong problem is defined, all the remaining steps in the marketing research process will be no use Marketing Research Proposal o ITB: Invitation to Bid or o RFP: Request for Proposal  (if the research is to be done externally)  Defines the marketing management problem (problem statement)  Specifies the research objectives o Identifying characteristics of the target market o Develop IMC strategy  Details the research method o How to find out about people o Focus groups o Conduct a telephone survey. Feb 9 notes: (cont)  The problem statement identifies: o Symptoms o Possible causes o Anticipated uses of research information  Ensures that the researcher and the manager see the problem in the same way  Constructs and operational definitions are specified. o Constructs: term or concept that is involved in the marketing management problem o For example, what are the constructs to be measured? o “Information needs, language and cultural competencies (of consumers) o Other constructs that we can measure:  “Age”  “Satisfaction”  “Sales” o Operational definition: how we will measure a construct.  Age- measured using self-reported chronological age  Satisfaction- measured with a Likert scale  Sales- measured in units, not dollars.  Relationships are identified o Meaningful link believed to exist between two constructs.  So our proposal might say: “we will examine the relationships between customer age and satisfaction, and whether these have an impact on sales.  A model is decided. o Connects constructs with understandable logic.  So our proposal might say:  We expect that older customers will express higher satisfaction with the product.  The proposed research method identifies o Data collection mode o Questionnaire design o Sample plan o Other aspects of research So look at what we’ve done:  Identified the problem the manager faces  Redefined this problem such that causes can be identified and studied  Decided how to measure all of the variables factors involved in the problem  The “RFP” is a formal way of doing this- it assures that the manager and researcher understand what is too to be done and species all the expectations.


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Bentley McCaw University of Florida

"I was shooting for a perfect 4.0 GPA this semester. Having StudySoup as a study aid was critical to helping me achieve my goal...and I nailed it!"

Anthony Lee UC Santa Barbara

"I bought an awesome study guide, which helped me get an A in my Math 34B class this quarter!"

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."

Parker Thompson 500 Startups

"It's a great way for students to improve their educational experience and it seemed like a product that everybody wants, so all the people participating are winning."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.