What is Qualitative Research?
Distinguished from quantitative research
Naturalistic, descriptive, concerned with process, inductive, meaning-focused
Typically: words, not numbers
Guide quantitative res
Exam 1 Study - MRKT345
1.) Definition of marketing:
The process of planning and executing the conception, pricing, promotion, and distribution of
ideas, goods, and services to create exchanges that satisfy individual and organizational
Assignment #1: Research Proposal
Due: January 28, beginning of class as a hardcopy
- For this assignment, develop a short research proposal for a brand that you are interested in learning
more about throughout the semester. .
- You c
Exam 1 Review Guide
The following topics can be on the exam on February 18. Exam relevant materials include the
respective chapters and in-class handouts as well as exercises.
Introduction to Marketing Research
Understand the role that marketing research
January 7th, 2013
a. My role in the focus group was the note taker and recorder. I do think
we got the information our group needed.
b. Everyone in our group had a part in moderating. It was organized in a way no
Secondary Data vs Primary Data
Primary Data - Collected by the researcher to answer a specific research question
Data from past internal research studies
Data from past external research studies (e.g. Nielson)
Other internal data