ch3studyguide

ch3studyguide - CHAPTER3THEMARKETINGRESEARCHPROCESS...

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CHAPTER 3 - THE MARKETING RESEARCH PROCESS Learning Outcomes:    After studying this chapter, you should be able to: 1.  Classify marketing research as either exploratory research, descriptive  research, or causal research 2.  List the major stages in the marketing research process and the steps  within each. 3.  Understand the concepts of theory and hypothesis and the critical role they  play in research. 4.  Know the difference between a research project and a research program.  Marketing Research is     : A systematic and objective process by which an organization collects and  analyzes data from / about consumers, customers, competitors, and the  environment to generate information to facilitate marketing decision-making Types of Marketing Research       (Purpose) Exploratory Research  – conducted to clarify ambiguous situations to discover  ideas that may be potential business opportunities  Clarify and define a problem/opportunity Results:___________________________________ Descriptive research  – describes characteristics of objects, people, groups,  organizations, or environments; tries to “paint a picture” of a given situation Describes characteristics of something Results:_______________________________
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Causal research  – allows causal inferences to be made; seeks to identify cause-
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ch3studyguide - CHAPTER3THEMARKETINGRESEARCHPROCESS...

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