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1BUOL 533Marketing Research: Process and Systems for Decision MakingThe role of marketing research, Process by which info about the environment is generated, analyzed and interpreted for use in marketing decision making. Marketing research process, Purpose of the research. Why the research is needed and what it is to accomplish. At the end of this stage managers should realize (a) current situation involving the problem to be researched, (b) nature of the problem, (c) specific question(s) the research is designed to investigate. Plan of the research, Nature of the research to be conducted and explains the sample design, measures, and analysis techniques to be used. Primary vs. Secondary Data, Primary – collected specifically for the research problem under investigation. Secondary data – have previously been collected for other purposes but can be used for the problem at hand. Qualitativevs. Quantitative Qualitative – face-to-face interviews to develop a better understanding of what