As discussed in class we have seen asymmetric information between buyers
and sellers. Where seller has all the information related to product and buyer
has limited access to information.
In the case of used cars, information symme
Ch 5 Traditional Survey Research
Why is Survey Research so Popular
The need to know why. For example, why did they buy or not buy a particular brand?
What did they like or dislike about it? Who or what influenced them?
The need to know how. How did they
Ch 8 Primary Data Collection: Experimentation and Test Markets
What is an Experiment?
A research approach in which one variable is manipulated and the effect on
another variable is observed.
Independent: variables one control
Ch 10 Questionnaire Design
Role of the Questionnaire
Set of questions designed to generate the data necessary to accomplish the objectives of the
research project; also called an interview schedule or survey instrument.
Determine Survey O
Ch 1 Role of Marketing Research in Management Decision Making
The Nature of Marketing
A definition of marketing:
The process of planning and executing the conception, pricing, promotion, and distribution of
ideas, goods, and services to create exchanges t
Ch 9 The Concept of Measurement and Attitude Scales
The process of assigning numbers or labels to persons, objects, or events in accordance with
specific rules for representing quantities or qualities or attributes.
Step One: Identify
Ch 6 Online Marketing Research
From a marketing standpoint, online companies have an advantage over a traditional store front
because the web merchant has access to customer information that store fronts would envy
Ch 2 Problem Definition, Exploratory Research, and Research Process
Preliminary research conducted to increase understanding of a concept, to clarify the exact
nature of the problem to be solved, or to identify important variables to b
Ch 7 Primary Data Collection: Observation
The systematic process of recording patterns of occurrences or behaviors without normally
communicating with the people involved.
Nature of Observation Research
Natural vs. Contrived:
Is the s
Chapter 4 Quality Research
Nature of Qualitative Research
Research yielding findings that are not subject to quantification or quantitative
analysis. Its research conclusions are not based on precisely measurable
statistics but on more subjec
Ch 3 Secondary Data and Databases
Secondary Data vs Primary Data
Data that have been gathered previously.
New data gathered to help solve the problem under investigation.
Advantages of Secondary Data
Can help to clarify or r