Marketing Research
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| Marketing Research Process | 1. Define the problem 2. Develop the research plan 3. collect data 4.develop findings 5.take actions based on your findings
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| Defining the problem | what stage? What decision? What information? What data?
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| Developing the research plan | How? What? Primary or Secondary? ourselves or marketing research firm? Constraints?
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| Primary Research | Original data collected by the researchers
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| Secondary Research | data collected and analyzed by someone else
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| Exploratory Research Goal | To explore an early stage idea and gather more information about it
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| Descriptive Research Goal | To describe the current situation, consumers, environment, market, etc. ( This does not involve causes)
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| Causal Research Goal | To understand the cause of a certain phenomenon or behavior. Used when marketers are predicting a specific casual relationship between two phenomena, for example, increased advertising causes higher sales
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| Continuous Data | Scanner Data, Panel Data, Cookies, Credit Card Transaction,
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| Data Quality | Who collected? For what purpose? How/When? consistent and logical? instrument available?
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| Emerging Marketing Research Techniques | Observational Research Ethnographic Research
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| Ethical Concerns: Deceit and Fraud | manipulating data lying to participants disguising a sales attempt as a piece of marketing research
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| Ethical Concerns: Invasions of Privacy | gathering data on consumers without there permissions industrial espionage
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| Participants Rights | Right to Privacy Right to Safety Right to Information Right to Self-Determination
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| Marketing Research | the process of defining a marketing problem and opportunity, systematically collecting and analyzing information and recommending actions
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| concepts | ideas about products or services
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| methods | the approaches that can be used to collect data to solve all or part of a problem
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| sampling | selecting representative elements from a population: probability and non probability
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| probability sampling | involves using precise rules to select the sample such that each element of the population has a specific known chance of being slected
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| nonprobability sampling | use arbitraty judgments to select the sample so the chance of selecting particular element may be unknown or 0
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| information technology | involves operating computer networks that collect, store and process data
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| data mining | the extraction of hidden predictive information from large databases.
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Created by:
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