Flashcards in Chapter 3 Terms Deck (22)
11 step process
1.) Establish the need for marketing research
2.) Define the problem
3.) Establish research objectives
4.) Determine research design
5.) Identify information types and sources
6.) Determine methods of accessing data
7.) Design data collection forms
8.) Determine the sample plan and size
9.) Collect data
10.) Analyze data
11.) Prepare and present the final research report
Describe marketing phenomena...
Form of casual, informal research that is undertaken to learn more about the research problem, learn terms and definitions, or identify research priorities.
Attempt to uncover what factor or factors cause some event.
Collected specifically for the problem at hand
Information already collected
Describe how each sample element, or unit is to be drawn from the total population.
How many elements of the population...
Field services firms
Companies that specialize in data collection
To use statistical tools to present data in a form that satisfies the research objectives.
Specific and tell the researcher exactly what info must be collected to solve the problem by facilitating selection of a decision alternative.
An area of buyer need or potential interest in which a company can perform profitably.
Changes in the level of some key monitor that measures the achievement of an objective.
Form of exploratory research undertaken to gather background info and gather data pertinent to the problem area that may be helpful in properly defining the problem decision.
Most likely factors giving rise to the symptom(s)
Any marketing action that the manager thinks may resolve the problem, such as price changes, product modification or improvement, promotion of any kind, or even adjustments in channels of distribution.
Quantity and quality of evidence a manager possesses for each of his or her assumptions.
Discrepancies between the current info level and the desired level of information at which the manager feels comfortable research objectives.
Statements that are taken for true for the purpose of argument or investigation.
An abstract idea inferred from specific instances that are thought to be related.
Defines a construct, such as intention to buy or satisfaction, in terms of the operations to be carried out for the construct to be measured empirically.