Chapter8 - MARKETING Chapter 8 Marketing research: is the...

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MARKETING Chapter 8 Marketing research: is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions. *The goal is to identify and define both marketing problems and opportunities and to generate and improve marketing actions. *It seeks to reduce risk and uncertainty to improve decisions made by marketing managers. Decision : a conscious choice from among two or more alternatives Step 1: Define the problem -Set the research objectives The three main types of marketing research: 1. Exploratory research- provides ideas about a relatively vague problem 2. Descriptive research- generally involves trying to find the frequency that something occurs or the extent of a relationship between 2 factors 3. Casual research- tries to determine the extent to which the change in one factor changes another one -Identify possible marketing actions Measures of success: criteria or standards used in evaluating proposed solutions
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Chapter8 - MARKETING Chapter 8 Marketing research: is the...

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