show students what the final product will look like.
2. If you have former students available, who have participated in a marketing research
project in a previous semester, consider inviting the team or members of the team to
represent their project (assuming that they did a presentation previously). If the team used
PowerPoint or some other presentation software, consider obtaining the file(s) at the end of
the term either for the former students to use or for your use if the former students are not
available in the present term.
3. Because the chapter is an overview of, basically, the rest of the textbook, it is important to
avoid the temptation to go into detail on any one step. Use Figure 3.1 and present it as a flow
chart of the steps in the marketing research process. Indicate that the steps are arranged in
logical order (define the problem, set objectives, decide the method, collect the data, analyze,
and write up). However, sometimes you will need to iterate back to previous steps in the
process as discoveries are made in later steps. Also, the decisions made in each step will
impact what will or will not be done in subsequent steps.
4. Here is a “Research Phase” scheme that might help students better understand the various
Phase: Figure out what to research
Step 1: Establish Need
Step 2: Define Problem
Step 3: Determine Research Objectives
Phase: Design the mechanics of the research
Step 4: Determine Design
Step 5: Information Source
Step 6: Data Collection Method
Step 7: Questionnaire Design
Step 8: Sample Size and Plan
Phase: Gather data from respondents
Step 9: Collect Data
Phase: Generate findings and interpret them
Step 10: Analyze Data
Step 11: Write and Present Report
5. Connecting the marketing research process with the course syllabus and material
coverage schedule is useful. One approach is to note the step and then indicate the chapters
that will be covered and the weeks in the course schedule where those chapters are assigned.
If you are using a team project-based approach to teaching the course, indicate when students
will be taking up each step in the process as they work through their research projects.
6. If available, a marketing research practitioner is an effective guest at this point in the