PPT 1 AND PPT 2 Flashcards
is the systematic and objective, identification, collection, analysis, dissemination, and use of information, for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing
Marketing research
The marketing research process
- defining the problem
- developing an approach to the problem
- formulating a research design
- doing field work/ collecting data
- preparing and analyzing data
- preparing and presenting the report
*Asks what the decision maker needs to do
* Action oriented
* Focuses on symptoms
Management decision problem
*Asks what information is needed and how it should be obtained
*Information oriented
*Focuses on the underlying causes
Marketing Research Problem
are refined statements of the specific components of the problem
research questions
is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher.
hypothesis
is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems.
research design
to provide insights and understanding
exploratory
to test specific hypotheses and examine relationships
conclusive
research process is flexible and unstructured
exploratory
research process is formal and structured
conclusive
to describe the characteristics of groups, such as consumers, salespeople, organizations, or market areas
descriptive research
involves the collection of information from any given sample of population elements only once
cross sectional design
a fixed sample of population elements is measured repeatedly on the same variables
longitudinal design
