MKTG202 Flashcards
Marketing research
An application of the scientific method in searching for the truth about the marketing phenomena.
Decision making
The process of developing and deciding among alternative ways of resolving a problem or choosing from among alternative opportunities.
Basic Marketing
Research is often done without a specific decision in mind that usually does not address the needs of a specific organisation.
Applied Marketing
Research conducts to address a specific marketing decision for a specific firm.
Problem identification
Research undertaken to help identify problems under the surface or that may not exist yet.
Problem solving
Research undertaken to help solve marketing problems
Marketing research process
Problem definition, Research approach developed, research design developed, Fieldwork or data collection, Data integrity and data analysis, and communicating research findings.
Market problem
A situation that makes some significant negative consequence more likely;
Market opportunity
A situation that makes some potential competitive advantage possible
Research Objectives
Goals of the organisation and of the decision maker that must be considered in order to conduct successful marketing research
Problem definition
A broad statement of the general problem and identification of the specific components of the marketing research problem.
Research Design
Are the methods and procedures for collecting and analysing the needed information.
Sampling
Involves any procedure that draws conclusions based on measurements of a portion of the population.
Fieldwork
Collection of primary raw data from external sources, that involves the selection, training and supervision of persons who collect data.
Editing
Involves checking data collection forms for omissions, legibility, and consistency in classification
Codes
Rules for interpreting, categorising, recording, and transferring the data to the data storage media
Numeric Coding
Assigning a numerical score to edited data.
Data Analysis
The application of reasoning to understand the data that have been collected.
Management decision problem
What the decision maker needs to do.
Marketing research problem
What information is needed.
Abstract Level
the level of knowledge expressing a concept that exists only as an idea or a quality apart from an object (salesperson)
Empirical Level
The level of knowledge that is verifiable by experience or observation ( number of sales)
Research Propositions
Statements explaining the logical linkage among certain concepts by asserting a universal connection between concepts.
Hypothesis
A formal statement of an unproven proposition, derived from theory, that is empirically testable.