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Lee, Social Marketing, Fifth Edition Instructor’s Resources
Chapter 3
Determining Research Needs and Options
Chapter Summary
It may be easiest for you to remember (even understand) familiar research
terms by
recognizing the criteria used to categorize them:
• By research objective: exploratory, descriptive, and causal
• By stage in planning process: formative, pre-test, monitoring, evaluation
• By source of information: secondary, primary
• By approaches to collecting primary data: key informant, focus groups,
surveys, experimental research, observational research, ethnographic
research, mystery shoppers
• By rigor of the technique: qualitative, quantitative
There are nine steps for you to take when developing a research plan,
beginning “with the end in mind”:
1. Get clear on the purpose of the research.
2. Determine the audience for the research finding.
3. Identify informational objectives.
4. Determine respondents for the research.
5. Find the best technique, given the above.
6. Establish sample size and source, and how it will be drawn.
7. Draft survey instrument, pre-test, and field.
8. Create an analytical approach.
9. Outline contents and format for reporting, helping to ensure that the
methodologies will provide the desired management information.
