Overview

• to identify organizations in need of information for improved managerial decision making
• to conduct preliminary research that identifies the information needs of the organization for a specific area of concern
  
  Text References: Chapters 1, 2
  
  Text Concept Links
• situation analysis (p. 7, 66+)
• opportunity assessment (p. 7)
• decision problem (p. 32)
• decision opportunity (p. 32)
• information research process (pp. 30-31, 33)
  
  
  Research Procedures
  
  Step 1: Identify a specific organization (or topic area) that might be the basis for a marketing research study. This process can start with online research, discussions with managers or consumers, or your observations in society or the marketplace. Your selection is likely to fall into one of these categories:
  
  • major company-a highly visible company with information needs related to customer satisfaction, new target markets, revised promotional or pricing activities, or expanded distribution
    
  • local business-a restaurant, service provider, or other retailer with information needs related to customer satisfaction, product line, promotional activities, or marketing decisions
    
  • nonprofit or community organization-attempts by agencies to increase donations, expand volunteer participation, or expand citizen awareness of various social concerns; these can include museums, blood donation agencies, youth assistance services, literacy programs, and food pantries.
    
  • global business activities-proposed efforts by a business to expand international sales through exporting, regional dealers, joint ventures, or other global business modes of entry

Step 2: Research the organization-prepare an in-depth analysis of the organization's recent activities and potential areas of concern related

Step 3: Select a specific topic area that could assist the organization with improved managerial decision making related to customer (client) satisfaction, product development, promotional message and media, pricing, donations, distribution, or other behaviors.

Step 4: List the information needs of the organization related to this topic area. Identify specific data that would be desirable for improved managerial decision making.

Step 5: Additional suggested research might include:

• a library or web search for information related to the organization's situation and related topics.
• interviews with organizational personnel or others familiar with the organization, industry, or topic area. (Note: a "client" meeting may be appropriate to help you focus the direction and information needs of the study.)
• observations of consumer behavior, promotional activities, in-store displays, package design, competitor actions.
  

Weblinks (click here)

Module output
Prepare a summary report consisting of the following components:

1. An overview of the organization's background and current situation
2. A description of current areas of concern, such as financial aspects, customer attitudes, client behaviors, and changing marketing environment
3. Synopsis of the major topic of focus for this research study
4. List specific information needs for the specific topic in item (3)
   
   

   Instructor E-mail: Your E-mail:

   
   Sample Output
   Module 1 Sample
   
   Preview of Next Module: In Module 2, a research design will be selected. In addition, a specific problem statement along with research objectives and hypotheses will be developed for this study.