Describe the steps involved in conducting a marketing research project. The marketing research process involves several basic steps. First, the researcher and the decision maker must agree on a problem statement or set of research objectives. The researcher then creates an overall research design to specify how primary data will be gathered and analyzed. Before collecting data, the researcher decides whether the group to be interviewed will be a probability or nonprobability sample. Field service firms are often hired to carry out data collection.

Once data have been collected, the researcher analyzes them using statistical analysis. The researcher then prepares and presents oral and written reports, with conclusions and recommendations, to management. As a final step, the researcher determines whether the recommendations were implemented and what could have been done to make the project more successful.

1. Critique the following methodologies and suggest more appropriate alternatives:

a. A supermarket was interested in determining its image. It dropped a short questionnaire into the grocery bag of each customer before putting in the groceries.

b. To assess the extent of its trade area, a shopping mall stationed interviewers in the parking lot every Monday and Friday evening. Interviewers walked up to people after they had parked their cars and asked them for their ZIP codes. c. To assess the popularity of a new movie, a major studio invited people to call a 900 number and vote yes, they would see it again, or no, they would not. Each caller was billed a $2 charge.

2. You have been charged with determining how to attract more business majors to your school. Write an outline of the steps you would take, including the sampling procedures, to accomplish the task.

3. Why are secondary data sometimes preferable to primary data?

4. What is a marketing research aggregator? What role do these aggregators play in marketing research?

5. Discuss when focus groups should and should not be used.

6. Divide the class into teams of eight persons. Each group will conduct a focus group on the quality and number of services that your college is providing to its students. One person from each group should be chosen to act as moderator. Remember, it is the moderator's job to facilitate discussion, not to lead the discussion. These groups should last approximately 45 minutes. If possible, the groups should be videotaped or recorded. Upon completion, each group should write a brief report of its results. Consider offering to meet with the dean of students to share the results of your research.

7. Why do companies hire mystery shoppers?

8. Ethnographic research is a new (and expensive) trend in marketing research. Find an article on ethnographic research. Read and summarize the article. What is your opinion of ethnographic research? Do you think it will be the wave of the future? Explain your reasoning.