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15 Cards in this Set
- Front
- Back
Marketing Research |
is the systematic and objective identification, collection, analysis, dissemination, and use of information,for the purpose of improving decision making related to the identificationand solution of problems and opportunities in marketing |
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Problem Identification Research |
undertaken to help identify problems that are not apparent on the surface and yet exist or are likely to arise in the future. |
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Problem solving Research |
research undertaken to help solve specific marketing problems. |
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6 steps of the Marketing process |
1. Define the problem 2. Develop an Approach to the Problem 3. Formulate Research Design 4. Do field work/ collect Data 5. Preparing and analyzing data 6. Preparing and presenting the report |
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Marketing Research Industry |
internal and external suppliers who provide marketing research services |
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Internal suppliers |
Research department within a firm |
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External suppliers |
outside firms hired to supply marketing research sevices |
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2 Classifications of External suppliers |
1. Full-service suppliers 2. Limited-service suppliers |
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Full-service Suppliers |
offer the entire ranger of marketing research activities and perform all six steps of the marketing research process |
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Limited-service suppliers |
specialize in one or a few steps of the marketing research process |
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Problem Definition |
involves stating the problem confronting the managers and the marketing research problem that the researcher will address |
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Marketing research problem |
the problem that the researcher must investigate |
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Analytical model |
set of variables related to a specified manner to represent all or a part of some real system or process
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Research Design |
Lays the foundation of conducting research |
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2 types of Research Design |
1. Exploratory research 2. conclusive research |