Chapter 1 Marketing Research Flashcards
1
Q
Discuss the four main stages in the market research process.
A
- Formulate Problem: define the marketing problem to be solved
- Determine Research Design: decide which research design (ie. Exploratory, descriptive, or casual) depends on how much is known about the problem. Primary or secondary data. Primary data need to determine data collection method, design data collection forms, design sample, and collect data. Secondary Data need to identify data source and aggregate data.
- Analyze and Interpret Data: data is useless unless it is analyzed and interpreted in light of the problem. Involves frequency counts or simple descriptive statistics. Sometimes it calls for cross tabulation, which allows a deeper look at the data by examining differences or relationships across groups, or some other type of multivariate analysis.
- Prepare the Research Report: graphical representation of data, that summarizes the research results and conclusions. Must be clear and accurate.
2
Q
Marketing research: (book definition)
A
The organization’s formal communication link with the environment.
3
Q
Marketing research
A
A systematic and objective process of generating information for aid in making marketing decisions. Process includes:
- Specifying what information is required
- Designing the method for collecting information (test)
- Managing and implementing the collection of data (physical places)
- Analyzing the results
- Communicating findings and their implications.
4
Q
Categories of firms that conduct marketing research
A
- Producers of products/services
- Advertising agencies
- Marketing research companies
5
Q
Research process
A
a general sequence of steps that can be followed when designing and conducting research.
6
Q
Advocacy Research
A
: research that is conducted to support a position rather than to find the truth about an issue
7
Q
Sugging
A
contacting people under the guise of marketing research when the real goal is to sell products or services
