Chapter 8 – Marketing Research: From Information to Action Flashcards
1
Q
Types of marketing research
A
- Exploratory research
- Descriptive research
- Casual research
2
Q
Exploratory Research
A
Research conducted for a problem that has not been studied more clearly, intended to establish priorities, develop operational definitions and improve the final research design.
3
Q
Descriptive Research
A
Used to describe characteristics of a population or phenomenon being studied.
4
Q
Casual Research
A
Also known as explanatory research is conducted in order to identify the extent and nature of cause-and-effect relationships.
5
Q
Primary Data
A
- Focus groups
- Depth interviews
- Conducted by you (the researcher)
6
Q
Secondary Data
A
- Selected statistics and trade sources
- Marketing journals
- Business/trade magazines
- Other Sources
