ch2 part 1 Flashcards
define the marketing research
the systmatic gathering recording and analyzing of data about manger main task is decision making
what types of information need ?
recogniation of problems and opportunities and establishmen of priorities
performance standard indication of changed conditions and new opportunities
what types of information need ?
definition of problems and opportunities
evalution of factors affectig performance prediction estimates
what types of information need ?
decision making
prediction of result for alternative courses of action
what types of information need ?
control
performance measures
what is the recipe for effective decisions
90 percent information
10 percent inspiration
what is explotory research?
consist of discussing the problem with informed outside the firm and examining secondary sources of information
explotory investigation of the problem situation should lead to …………….
formulation of the specific hypotheses
an hypotheses is
tentative explantion about some specfic event
the research design represents
a comprehensive plan for testing the hypotheses formulated
