Ch. 10 Marketing Research

Name:

A set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas.

• Consumer research
• Structured questioning
• Data analysis
• Marketing research

Research that provides initial information, generally in‐depth and unstructured. Includes: - Observation - In‐depth interviews - Focus Groups - Social Media Research

• Secondary data
• Qualitative research
• Social media research
• Quantitative research

What does this process describe? 1. Defining Objectives and Research Needs 2. Designing the Research 3. Data Collection Process 4. Analyzing Data and Developing Insights 5. Action Plan and Implementation

• Primary data
• Secondary data
• The marketing research process
• Structured questions

The first step in the market research process; - What information is needed to answer specific research questions? - How should that information be obtained?

• Defining objectives and research needs
• Defining mission and vision
• SWOT analysis
• Consumer research

The second step in the marketing research process; defining the type of data and the type of research.

• Analyzing data and developing insights
• Data collection process
• Defining objectives and research needs
• Designing the research

The third step in the marketing research process; researchers determine where they can find the data.

• Designing The Research
• Data Collection Process
• Survey Analysis Process
• Panel Data

The fourth step of the marketing research process - Converting data into information that is useful in making effective marketing decisions.

• Designing The Research
• Data Collection Process
• Developing and implementing an action plan
• Analyzing data and developing insights

The fifth step of the marketing research process - Executive Summary Body - Conclusions - Limitations - Supplements including tables, figures, appendices

• Designing the research
• Collecting the data
• Defining the objectives and research needs
• Developing and implementing an action plan

Informal research methods, observation, following social media sites, in-depth interviews, focus groups, are examples of

• Qualitative research
• Secondary data
• Quantitative research
• Syndicated data