Chapter+2

Chapter 2: The Marketing Research Process

__**1.1 Which step on the 11-step process is the most important Step? Why?**__

The most important step in the 11-step process is to Define the Problem. The reason being is because if you never really find the main problem and correct it, you have just wasted a lot of time and money.

- Another reason to identify the problem would be to ensure that you are finding the most relevant issue for your research objectives. Edited by Greg Huck

__**1.2** **Which steps in the 11-step process are sometimes eliminated? Why?**__

Establishing the Need for Marketing Research is one of the steps that is often eliminated from the process. The reasearch can cost a lot of money and eat up a lot of time so managers weigh the value of conducting a research to the research they already have on hand. Secondary data that is used in step 5, Identify Information Types and Sources, is a step that can also be eliminated from the process. This is because the secondary information that has been collected could be irrelivant if they needed to know something new. __**2.1 What is the impact of on-line research in terms of determining the need for marketing research?**__

The impact of online research in terms of determining the need for market research has changed how marketers are able to receive the research. Without the use of online research it can take weeks or even months to collect all the information that is needed, but when conducting research using online resources a marketer can collect all pieces of information in a shorter period of time. At most a matter of days. This creates an efficient, less time consuming method of researching and can save a company money as well. On-line research determines the needs by seeing the marketing research problem which is the most important step of the 11-step process. __**2.2 Give an example of a research project that was conducted with the wrong problem definition?**__

Mcdonald's set out to introduce a new burger called the Arch Deluxe targeted specifically to adult fast food consumers. This burger was supposed to compete directly against Burger King's Deluxe Burger and solve their problem identified by their managers as 'How do we beat Burger King?' Although their burger had tasted better than Burger King's in the end, they did not appeal to adult consumers and received less than expected results in the market than what they projected. Mcdonalds should have focused their problem statement on what adult fast food consumers are most likely going to purchase or what nutrition values do adult consumers look for in fast food. By focusing on these problems they could have saved on wasted time and money and actually reached their target audience.

__**3.1 Explain how research problems may vary, and give some examples.**__ There are two sources of problems. One arises when there is a gap between what was suppose to happen and what did happen. This type of problem is attributed to failure to meet an objective. An example of this is sales calls below tagret number or sales volume below quota. The second type of problem arises when there is a gap between what did happen and what could of happened. This type of problem is referred to as an oppurtunity. An example of an oppurtunity is that basic research opens up new technology in data transmision speed.

Some problems can be described as either specific or general. Specific: "What is the best package design for our frozen food line that will create awareness among potential consumers?" General: "Should we change our entire marketing plan?" -the more specific the research problem, the easier it will be for the marketer to solve

__**3.2 What is the process for determining the problem and establishing research objectives?**__

There are two processes for defining the problem and generating research objectives.

The first process is for determining the problem when the source of the problem is a failure to meet objectives. The steps involved in this process are: 1) assess the background and the manager's situation 2) clarify the symptoms of the problem 3) pinpoint suspected causes of the symptom 4) specify solutions that may alleviate the symptom 5) speculate on anticipated consequences of the solutions 6) identify the manager's assumptions about the consequences of the solutions 7) assess the adequacy of information on hand to specify research objectives

The second process is used when there is an oppurtunity. When faced with an oppurtunity, management should conduct a market oppurtunity analysis to determine which oppurtunities to further pursue with additional marketing research.