Exploratory ResearchThe Marketing Research Process Q Helps gain understanding of the research question Q Aids in understanding the causes of the problem Q Discuss the problem with inform
Trang 1Exploratory Research
The Marketing Research Process
Q Helps gain understanding of the research question
Q Aids in understanding the cause(s) of the problem
Q Discuss the problem with informed sources - customers, suppliers, etc.customers, suppliers, etc
Q Analyze internal records and data
Trang 2The Marketing Research Process
and presentation
Trang 3Research Design
The Marketing Research Process
versus secondary data
Trang 4Research Design
The Marketing Research Process
Primary Data
Q Information or
statistics collected for
the first time during a
marketing research
study
Secondary Data
Q Previously published data
Trang 5Sources of Primary Data
The Marketing Research Process
Survey Method
Q Telephone interviews
Q Mail surveys
Q Personal interviews
Q Focus group interviews
Observation
Method
Q Observational studies
are conducted by
actually viewing
objects, events,
and/or a person’s
behavior
Trang 6Sources of Primary Data
The Marketing Research Process
Experimental Method
Q In experiments the researcher manipulates one or more of the marketing mix variables and compares the effect on the experimental group to a control group that did not receive the manipulation