Summary BEM314 CHAPTER 3 - OVERVIEW OF THE MARKETING RESEARCH PROCESS
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Course
BEM 314 (BEM314)
Institution
University Of Pretoria (UP)
Book
Marketing Research
BEM314 CHAPTER 3 NOTES. This chapter is on Overview of the marketing research process, notes are made using notes from lectures and the following textbook: Wiid, J. & Diggines, C. 2020. Marketing Research, 4th edition. JUTA.
MARKETING RESEARCH PROCESS 1. preliminary research
• marketing research process: logical • preliminary research: used to research
sequence of steps followed to collect secondary sources of info
data required for decision making o helps determine whether there is
need for research, what type of
research is required + to determine
feasibility and value of conducting
STEPS IN MARKETING RESEARCH PROCESS formal research project
• situational analysis is needed to carry out
• each research project should consist of a the steps in preliminary research
preliminary research investigation and a • situational analysis: creates overview of
formal marketing investigation internal & external situation surrounding
problem/opportunity
1. DEFINE THE PROBLEM
• situational analysis gathers info about:
o marketing objectives & strategies
of organisation
PRELIMINARY RESEARCH
2. IDENTIFY RESEARCH OBJECTIVES o organisational resources
o organisation’s market
3. DETERMINE RESEARCH DESIGN o situation in external environment
4. COLLECT SECONDARY DATA
2. formal marketing research
5. SELECT METHOD OF PRIMARY DATA
COLLECTION
• formal research: used when problem is
6. DESIGN QUESTIONNAIRE not solved & more data and research is
required
7. DESIGN SAMPLE PLAN
FORMAL RESEARCH
8. CONDUCT INVESTIGATION Continuum of decision making
9. PREPARE AND PROCESS PRIMARY
DATA
10. ANALYSE PRIMARY DATA COMPLETE CERTAINTY UNCERTAINTY ABSOLUTE AMBIGUITY
11. INTERPRET RESULTS AND COMPILE
RESEARCH REPORT
8
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