BUSA 467 Marketing Research Exam #1 Study Guide - Marketing Research Exam#1 Review Study Guide Chapter 1 a data b transform data into useful info c turn

BUSA 467 Marketing Research Exam #1 Study Guide - Marketing...

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Marketing Research Exam #1 Review Study Guide Chapter 1: a) data b) transform data into useful info c) turn into action 1) marketing research- organizations formal link with the environment - 3 types producers of products and services, advertising agencies, marketing research companies -biggest marketing research firm: Nielson Holdings NV Why study- find you love it/info detective, learn to be smarter consumer of research results, appreciation process what you can/cannot do 2) research process - a general sequence of steps that can be followed when designing and conducting research. a) define the marketing problem- written research request agreement b) determine research design- exploratory, descriptive, or casual secondary data- data collected already not for purpose at hand primary data- specifically for study sample-particular subset of population , probability and nonprobability sample -process not always straight forward as it looks 3) marketing research ethics - are the principles, values, and standards of the conduct followed by marketing researchers 4) advocacy research - research that is conducted to support a position rather than to find the truth about an issue 5) sugging - contacting people under the guise of marketing research when the real goal is to sell products or services Chapter 2 : the research question -New Coke example, taste wasn’t problem, consumer had loyalty to original Coke -freestlet taste opportunity Defining problem- process or means get additional information from marketing environment A) meet with client get their perspective, what they hope to learn
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-focus on broader issue -unplanned: competitors introduce new product, consumer feedback -planned: introduction and development of new products -future, proactive b) Clarify the problem -preexisting assumptions must be challenged , true nature of problem 1 ) normal thinking - a routine way of looking at business situation. Researchers should offer a new perspective on the situation if possible c) state the manager’s decision problem 2) decision problem - basic problem facing the manager, for which marketing research is intended to provide answers, simple, forms a question 3) discovery orientated decision problem- are common with unplanned changes in the marketing environment, offer facts and figures-what is going on? Why is it going on?
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  • Fall '14
  • SusanHarmon
  • Marketing, researcher, Exploratory research, research request agreement

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