Ch.3 - Chapt er 3: The Types of M arket ing Resear ch...

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Chapter 3: The
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8/15/11 Types of Marketing Research 2 3– Exploratory Descriptive Causal
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8/15/11 Exploratory Research 3 3– Exploratory Research Conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities. Initial research conducted to clarify and define the nature of a problem. Does not provide conclusive evidence Subsequent research expected Particularly useful in new product development. Example: What attributes do customers look for in robots?
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8/15/11 Descriptive Research 4 3– Also known as Statistical Research Describes characteristics of objects, people, groups, organizations, or environments. Addresses who, what, when, where, why, and how questions. Considerable understanding of the nature of the problem exists. Does not provide direct evidence of causality. Diagnostic analysis Seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about
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8/15/11 Descriptive Research (cont’d) 5 3– Examples The average Weight Watchers’ customer Is a female about 40 years old Has a household income of about $50,000 Has at least some college education Is trying to juggle children and a job The men’s fragrance market Is one-third the size of women’s fragrance market Is growing at a faster pace than women’s market Women purchase 80% of men’s fragrances
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8/15/11 Causal Research 6 3– Causal Research explores the effect of one variable on another. That is, helps identify cause and effect relationships (inferences). Evidence of causality: Temporal sequence—the appropriate causal order of events.
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Ch.3 - Chapt er 3: The Types of M arket ing Resear ch...

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