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MKTG. 9. CHAPTER. Marketing Research. Gathering and presenting factual statements. Descriptive. Diagnostic (Exploratory). Explaining data. “What if?”. Predictive (Causal). Marketing Research Types. LO 2. The Marketing Research Process. Define Problem. Plan Design/ Primary Data.

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Presentation Transcript
slide1

MKTG

9

CHAPTER

Marketing Research

marketing research types

Gathering and presenting factual statements

Descriptive

Diagnostic(Exploratory)

  • Explaining data
  • “What if?”

Predictive(Causal)

Marketing Research Types

LO2

the marketing research process
The Marketing Research Process

Define

Problem

Plan Design/

Primary Data

Specify

Sampling

Procedure

Collect

Data

Analyze

Data

Prepare/

Present

Report

Follow Up

LO3

1

2

3

4

5

6

7

marketing research
Marketing Research

Marketing

Research

Problem

Determining what information is needed and how that information can be

obtained efficiently and effectively.

Marketing

Research

Objective

The specific information needed

to solve a marketing research problem;

the objective should provide insightful decision-making information.

Management

Decision

Problem

A broad-based problem that

requires marketing research in order

for managers to take proper actions.

LO3

types of data
Types of Data

Data previously collected for any purpose other than the one at hand.

Sources:Internal vs. External

LO3

Secondary Data

Primary Data

Information collected for the first time. Can be used for solving the particular problem under investigation.

secondary data
Secondary Data

LO3

Advantages

  • Saves time and money
  • Aids in determining direction for research
  • Identifies the right people for research
  • Can compare to other data

Disadvantages

  • May not give enough information
  • May not be on target with the research problem
  • May not be accurate (poor quality data)
primary data
Primary Data

LO3

Advantages

  • Answers a specific research question
  • Data are current
  • Source of data is known
  • Secrecy can be maintained

Disadvantages

  • Expensive
  • Quality declines if interviews are lengthy
  • Reluctance to participate in lengthy interviews