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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Determining what information is needed and how that information can be
obtained efficiently and effectively.
The specific information needed
to solve a marketing research problem;
the objective should provide insightful decision-making information.
A broad-based problem that
requires marketing research in order
for managers to take proper actions.
Data previously collected for any purpose other than the one at hand.
Sources:Internal vs. External
Information collected for the first time. Can be used for solving the particular problem under investigation.