research Flashcards
is often described as an active,
diligent, and systematic process of
inquiry aimed at discovering, interpreting
and revising facts
Research
The word research is derived from the
French language;
its literal meaning is ‘to
investigate thoroughly’
is also called fundamental or pure research.
Basic research
is carried out to seek alternate solutions for a
problem at hand.
Applied Research
(also called consumer research) is
a form of business research.
Marketing research
The field of marketing research as a statistical science
was pioneered by
Arthur Nielsen
defines marketing research
as systematic problem analysis, modelbuilding and fact-finding
Kotler (1999)
defines it as
the systematic gathering, recording and
analyzing
the American Marketing
Association (AMA, 1961)
have defined
marketing research as the systematic
and objective search for and analysis
of information
Green and Tull
Helps define
problems and suggest hypotheses.
Exploratory Research:
Describes
characteristics of a population or
phenomenon.
Descriptive Research:
Tests cause-and-effect
relationships.
Causal Research:
- means you go to secondary sources of
information: the internet, the public library,
company or government records
Literary Search
- These experts might include company
executives or consumers.
EXPERT INTERVIEWS
- become a vital tool because they allow you to examine
another business’s managerial problems and
solutions.
CASE STUDIES
- help you find your market and understand your customer
DESCRIPTIVE STUDIES
*try to find out the relationship between a
specific cause and a specific effect.
CAUSAL STUDIES
- Data that can be sourced either from the internal
company records or from external information providers.
Secondary Data
- Refers to the subject of the study
Respondents
- The investigator only measures results,
having no control over the elements of the experiment.
Natural Experiments,
measure specific variables and require
the researcher to be more involved.
Controlled experiments
- often developed for marketing systems, and
include marketing-mix elements (new-product,
price, advertising, and sales-force variables).
Simulation
- Collected by the researcher
- Respondents are asked questions while the
researcher collects the responses
Primary data
- Collected from research
- This information is often found in outside sources.
Secondary data
