* Really finding out about something is difficult business

Individual projects can achieve only so much or so little

Crucial to ensure that what you research is that "verylittle" that is most important to know

Crucial to define problem in a manageable way

Things to do

Listening to client carefully to define problem

Client is not in the business of defining research problem

Try to understand the problem, not just the symptoms, ask"why ?"

Understand purpose of research

Do not research what you are interested in

Ask client to go back and do their homework

"What are you trying to solve ?" "Why ?""What do you expect to find ?"

"What do you want to find ?" "What are someexamples of useful information ?"

Work with clients in defining a manageable problem

Broad lay terminology translates into huge research problems;neglects processes

Each element of process has several marketing implicationsthat can be studied

Decide whether to do research

Problem may not be worth studying

Not worth resources

Too many phases of research involved

Fit type of research to problem

Research can be roughly distinguished as being exploratory,descriptive, or causal

Different problems require different types of research

Marketing research is not just about doing surveys

Conduct exploratory research

Often problem will require this level of research

May involve low effort such as talking to people

Helps redefine problem, design studies

Even if study is not exploratory, exploratory questionscan be built in

Conduct secondary research

Lots available, easy to obtain

Helps define problem

Helps design study

Verbalize/write problem ---> more detailed objectives---> more detailed information needs

---> more detailed overview of questionnaire --->more detailed list of questions

---> even fake results ---> iterate above

* Marketing research is not rocket science but ....

Involves combination of knowledge and experience

Trap is that it appears intuitively apparent

Things to do

Exploit previous work/ the questions you want to ask haveprobably been asked before

Start with chapter in a marketing research book and searchfurther if necessary

Books on specific topics are available

Learn about specific topics; or even about directly relevantexamples

Even seemingly simple analyses can be done right

Develop in-depth knowledge where appropriate

In-depth secondary research

Sophisticated sampling procedures

Sophisticated data analyses; tremendous advances in statisticaltechniques in the last few decades

* Practice what you preach ....

Think through your recommendations

Attempt to minimize personal bias and maximize systematicand objective reasoning

Follow systematic, well reasoned procedures through allresearch phases

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